RURAL MARKETING

Lack of literacy Lack of awareness Lack of technology Fluctuating demand Inequitable distribution of income Lack of infrastructure Absence of very less no. of organization Too much dependency of seasons Untapped potential conservative thinking

What is Rural Marketing ?

All the processes & activities that are involved in making a product each at a right price, at the place through the right communication for a rural customer is Rural Marketing.

Market Mix of Rural Products :Product:- In case of rural markets simple, easy to use & products with less chemicals & who can maintained the original test & fragrarences are the products that are generation liked by the rural consumer. Companies put in lot of efforts whole designing, deciding the quality & the ingradients of the products so as to match their likes & preferences E.g. Pataka bidi is a product a brand that sales well in a rural marketing

Price:It is a very sensitive issue as far as rural markets are concerned. Since, there is lot of inequitable distribution of income company tries to sell product at a price that is generally affordable by maximum no. of people. E.g. Parle ji come up with the Rs. 5/- pack biscuit specifically forgetting there market.

Place:In these market day to day items a grossary are generation being bought from the near by kirana stores where as consumer durables any specific product is normally being purchased from the near by towns / city. & most of the shopping for clothes & other household requirement are normally being brought from weekly bazaar .

Promotion
In case of rural markets mass media like T V , radio etc. are very effective in communicating the message by the company for its various products services . Every sales promotion is an effective tool in boosting up the sales of the products . Besides these there are some special media which are very effective in promoting products & services in the rural market. E.g. Wall painting , wall writing , street shows , role plays etc. Print media is a lesser effective mode due to lack of literacy & also because of absence of creative visualization which is possible in other mass media.

Segmentation In Rural Marketing

In case of rural markets the most common basis of segmenting the markets is based on geographic & demographic E.g. In rural markets generally consumers sell products based on age, gender, education etc. In most of the rural markets segmentation based on geographically is 1 of the commonest method of providing the right product to the right people.

Consumer Behavior In Rural Market:In case of Rural markets the external factors play a very imp role in deciding the consumer pattern for a product category various product categories . The role kols in influencing the decision is very imp.

Packaging In Rural Markets :In case of rural markets consumers take lot of efforts in designing a packet i.e. convenient, easy to use, reusable & doesnt add much to the cost of product . E.g. 1 Rs. Sachet of shampoo & even small sachets of face cream is a classic e. g. of effective marketing strate for rural market.

Branding in Rural Markets

Although in rural markets these are very less brands in each of the product categories , still it is a big task to develop brand equity for a product / service . There are both the aspects that us brand can work very well the brand image can be furnished very easily.

Positioning & Differentiation In Rural Markets:Since there are less brands, there are not much complex characteristics of differentiating 1 offering from the other. Generally the successful positioning parameters are price & value i. e. being delivered by the company.

Value Chain in Rural Marketing

In case of rural markets since the competition is less & not much sophistication presence in the process , it is much easy to delivers better value to the customer.

Celebraty Endorsement:In case of rural markets appropriate sale of celebraty is very crucial to maximum no. of rural consumer celebraties are their role model in true sense . So , consumers need to be very careful in selecting the best fit between the celebraty & the product i. e. going to be endorsed by him/her. E.g. Rajnikanth is considered as god down south. So it he is endorsing a parti brand these are good chances of getting sales if the fit is proper .

Services In Rural Markets :-