Rural marketing
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The document discusses rural marketing strategies. It defines rural marketing and identifies the types of rural goods as industrial and consumer. Some of the key challenges in rural markets are lack of communication, distribution issues, seasonal demand, and low literacy levels. The document also discusses approaches to segmenting the rural market geographically, demographically, psychographically, and behaviorally. It provides examples of companies targeting rural consumers through tailored products, pricing, placement, and promotion strategies.
Rural marketing
- 3. Rural marketing is the study of all the Activity , agency and policy involved in the procurement of farm inputs by the Farmers and the movement of rural products from farmers to consumers.
- 4. Types of rural goods Industrial goods:- Industrial rural goods are those use for further industrial processing. e.g. tabacoo, fibre crops like cotton and jute. Consumer goods:- Goods are mean for direct use like all foodgrains, dairy product, poultry products vegetables and fruits.
- 5. Problems in rural Market Lack of proper communication Distribution problem Seasonal demand Low literacy level
- 6. "Yaara da Tashan... ads with Aamir Khan created universal appeal for Coca Cola
- 8. Khaitan fans' ad on a horse cart
- 10. Socio-cultural differences. Variation in population size. Difference in levels of infrastructural development Variations in literacy levels Differences in income levels Family structure
- 11. Approches to segmentation of Rural market
- 12. Geographic Segmentation Regions Village population and density Culture Climate
- 13. Demographic Segmentation Age & Life Cycle Family Structure Income Gender Land ownership Occupation Education and House Type Religion & Caste
- 15. Behavioural Segmentation Occasions Benefits Sought User Status Usage Rate Loyalty Place of Purchase
- 18. Satellite dish antennas reach rural India
- 20. 4 Ps with 4 As Product Acceptability Price Affordability Place Availability Promotion - Awareness
- 21. Durable GOODS
- 22. Typical shop in rural India stocked with sachets
- 23. BIJLI SAMPOORNA MAHASANGRAM SAPNO KA GHAR Launched New Refrigrtor for Rural and Semi urban market priced at 10,000 Range of TVs with Devnagri script on display Priced at 12,000 Focusing on rural town with population less than 5000 with model of color TV priced at 8000 Road Show in semi urban & Rural with mid priced consumer durables to provide Touch & Feel experience
- 24. Har Gaon Har angan Panchayat scheme Ghar Ghar ke pehchan Mera sapna meri maruti To tap the vast potential of the rural market. Its aimed at taking highly accomplished product like Santro into the depth of rural India. It gives Rs 2,000 as incentive on every buy of a Spark To build an ongoing relationship with millions of households in rural India.
- 25. Samridhi TATA MAGIC Gold Plus An initiative of Mahindra Farm Equipment, eyes having 600 Mahindra Samriddhi centres. Titan Industries GoldPlus is designed for the jewellery preferences . TATAs Rural Transport Vehicle for Rural and Semi Urban Landscape
- 26. FMCG GOODS
- 27. Parachute ASHA Anti Loose Campaign and Temper proof Packaging in Smaller Variants Low cost snacks & Beverages. Especially for girls aged between 12- 16.
- 28. E- Choupal Chick Chota Coke Great Value Product A rural shopping mall where farmers can sell their commodities. Launched Coca Cola in Rs 5 with tag line Thand Matlab Coca Cola low-priced FMCG products aimed at rural market. CavinKare educate people on how to use shampoo through live touch and feel in Rural Folks
- 29. Utsav Miss Palampur campaign Met Suvidha Kamdhenu campaign A Range of Colour solution intended for the Rural Mass & Market Miss Palanpur eyeing to captured Rural Mass Market It is a participating flexible Endowment Plan that combines savings and security. A unique high-impact marketing and sales campaign through cattle loans to farmers
- 30. Agriculture Goods Agriculture sector contributes 18.1% GDP in India as on 2011. India is ranked second worldwide in farm output. India is largest producer of many fresh fruits, vegetables, milk, fibrous plants. India is 2nd largest producer of rice and wheat.
- 31. cont India is third largest producer of dry fruits. World 5th largest producer of 80% agri. produce. World 5th largest producer of livestock with fastest growth rate as on 2011.
- 36. 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.
Editor's Notes
- https://www.cia.gov/library/publications/the-world-factbook/geos/in.html http://faostat.fao.org/site/567/default.aspx#ancor http://en.wikipedia.org/wiki/Agriculture_in_India#cite_note-2