rural marketing intro
Post on 06-May-2015
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Rural Marketing
Presented By:Lija.V
Mohamed Musthafa.S Muhammed Shahid.P.K Prakash.R Prasanth.P
Marketing…
MeaningMarketing touches every aspect of our lives, from our
very birth to death
Our entire life, Our life styles and our existance are continously affected by marketing
Marketing is the business of making the consumers know about the product & finaly inducing them to buy it.
Definition
• Marketing is social & managerial process by which individuals & groups obtain what they need & want through creating & exchanging products and value with each others
Philip Kotler
Why Marketing???
Increasing Consumption
Creation of goodwill
Profit through customer satisfaction
Providing wide choice of goods
Improving Quality of life
Retaining customers
Rural Marketing…
MeaningPlanning & Implementation of marketing
function for Rural Areas
DefinitionRural marketing has been defined as the process
of developing, pricing, promoting, distributing, rural specific goods & services leading to exchange between urban & Rural markets, which satisfies consumer demand & also achieves organizational objectives
Evolution of Rural Marketing…
Phase I ( From independence to Green Revolution)
Phase II (Green Revolution to Pre-Liberalization Period)
Phase III (Post-Liberalization Period to 20th Century)
Phase IV (21st Century)
Approaches For Segmenting the Rural Markets Of India…
Based on size of village population
Based on location with respect to near by town– Villages Near Urban Centres– Villages in Developing Districts– Immobile & Self Sufficient Asiatic Villages
Approaches For Segmenting the Rural Markets Of India…
Based on Sociological Charecteristics– Proprietors of land– Rich Farmers– Agricultural Labours
Based on Income– Rural Rich Consumers– Rural Consumers above Poverty line– Rural Consumers around Urban area
Challenges In Rural Marketing…
Distribution
Understanding the Psyche of the rural consumer
Limited Knowledge
Communication
Cost per Contact
Challenges In Rural Marketing…
• Sale of Fakes & Spurious Products
• Budgetary Allocations
• Urban Orientation & Bias
• Lack of Right Competence & Commitment at Frontline level
Rural Marketing Strategies…
Rural marketing Segmentation
– Occupational Segmentation
– Sociological Segmentation
– TRMI
– Lin Quest
– MICA Rating
Strategies…
Product Strategies– Small Size packings
– Low priced package & Products
– Product Design
– Usable Products
– Brand Image
Strategies…
Pricing Strategies
– Low Pricing
– Cost Saving in Packing
– Conversions
Strategies…
Promotion Strategieso Cinema
o Television
o Print Media
o Hoardings
Opportunities in Rural Markets…
Rising Rural Prosperity
Lesser dependence on Agriculture & Monsoon
Increasing Rural consumption
Rural Marketing Efforts
Increasing Sale of Branded Products
Large Population
Recent Trends In Rural Marketing…
Online Rural Market
Information Through Local Agriculture Input Dealers
Need Based Production
Market Driven Extension
Recent Trends In Rural Marketing…
Rythu Bazaar
Rural Agri- Exports
Integrated Marketing
National Institute of Agricultural Marketing
Conclusion…• Rural markets, as part of any economy, have
untapped potential. There are several difficulties confronting the effort to fully explore rural markets. The concept of rural markets in India, as also in several other countries, like China, is still in evolving shape, and the sector poses a variety of challenges, including understanding the dynamics of the rural markets and strategies to supply and satisfy the rural consumers.
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