rural mrktg 1

7/31/2019 Rural Mrktg 1

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RURAL MARKETING

In the India context, the word

RURAL is so much associatedwith agriculture and farmers that rural

marketing tends to be seen as a

marketing of inputs or outputs

related to agriculture.


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What is Rural Marketing?

Rural marketing is a function which manages

all those activates involved in assessing,

stimulating and converting the purchasing

power into an effective demand for specific

products and services, and moving them to the

people in rural area to create satisfaction and a

standard of living to them and therebyachieves the goals of the organization.


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Mobility

Rural:social mobility less.More migrationfrom villages to town.

Urban:social mobility inreases withurbanity.


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Attractiveness of rural market

Rural markets have become the new targets tocorporate enterprises for two reasons :

1. Urban market has become congested with

too many competitors.2. The market have reached a near saturationpoint.


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Various factors which have made rule

markets viable:-1. Large population

2. Raising prosperity

3. Growth in consumption

4. Life-style changes

5. Life-cycle advantages

6. Market growth rates higher thanurban

7. Rural marketing is not expensive

8. Remoteness is no longer a problem


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Clearly the main challenge that one faceswhile dealing with rural marketing is the basicunderstanding of the rural consumer who isvery different from his urban counterpart. Alsodistribution remains to be the single largestproblem marketers face today when it comesto going rural. "Reaching your product toremote locations spread over 600,000 villagesand poor infrastructure - roads,telecommunication etc and lower levels of

literacy are a few hinges that come in the wayof marketers to reach the rural market


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Khaitan fans' ad on a horse cart


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The greatest challenge for advertisers and

marketers continues to be in finding the right

mix that will have a pan-Indian rural appeal.

Coca Cola, with their Aamir Khan ad

campaign succeeded in providing just that.


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"Yaara da Tashan... ads with

Aamir Khan created universal

appeal for Coca Cola


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"Yaara da Tashan..." ads with Aamir Khan

created universal appeal for Coca Cola Coca-Cola India tapped the rural market in a

big way when it introduced bottles priced at Rs

5 and backed it with the Aamir Khan ads. Thecompany, on its behalf, has also been investingsteadily to build their infrastructure to meet thegrowing needs of the rural market, which

reiterates the fact that this multinational hasrealised the potential of the rural market isgoing strength to strength to tap the same.


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Amul is another case in point of aggressive

rural marketing. Some of the other corporates

that are slowly making headway in this area

are Coca Cola India, Colgate, Eveready

Batteries, LG Electronics, Philips, BSNL, Life

Insurance Corporation, Cavin Kare, Britannia

and Hero Honda to name a few.


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Satellite dish antennas reach rural

India


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In 2000, ITC took an initiative to develop

direct contact with farmers who lived in far-flung villages in Madhya Pradesh. ITC's E-

choupal was the result of this initiative.


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So the fact remains that the rural market inIndia has great potential, which is just waiting

to be tapped. Progress has been made in this

area by some, but there seems to be a long wayfor marketers to go in order to derive and reap

maximum benefits. Moreover, rural India is

not so poor as it used to be a decade or so

back. Things are sure a changing


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Typical shop in rural India stocked

with sachets, etc

rural mrktg 1

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