Rural marketing is a process of developing, pricing, promoting, and distributing rural specific

goods and services leading to desired exchange with rural customers to satisfy their needs and
wants, and also to achieve organizational objectives. The concept of Rural Marketing in
Bangladesh Economy has always played an influential role in the lives of people. In Bangladesh,
leaving out a few metropolitan cities, all the districts and industrial townships are connected with
rural markets. The rural market in Bangladesh generates bigger revenues in the country as the
rural regions comprise of the maximum consumers in this country.

Today, consumers choose beverages not just for refreshment, but also to help improve wellness
and to address health needs. They look for beverages with ingredients that match their specific
need and they are not willing to sacrifice great taste.
However, rural marketing determines the carrying out of business activities bringing in the flow
of goods from urban sectors to the rural regions of the country as well as the marketing of
various products manufactured by the non-agricultural workers from rural to urban areas.
Rural marketing implies applying marketing theory and directing marketing efforts to create and
satisfy needs and wants of rural market (customers). Rural market is growing faster than urban,
rural marketing results into overall balanced economic and social development. Rural marketing
turns beneficial to business units, people residing in rural areas, people residing in urban areas,
and to the entire nation.

1. Objectives :

a. Broad Objective :
The general objective in this area is the sustained improvement of the quality of life of the low-
income rural population while at the same time seeking to assure an effective and efficient
contribution by the rural economy to the national development process.

b. specific objectives :

To promote the rural economy by improving production and the employment situation and
incomes of the rural population through:

 an increase in the economic profitability of compassion units through increases in

agricultural productivity (supported, inter alia, by technical assistance, specialized
 research and small-farmer credit) and improvements in the prices of inputs and outputs
that will improve the terms of trade.

 The improvement of working, training and income conditions of rural workers; and

 d) The rational occupation of new land on the agricultural frontier, taking into account
the nature of the ecological systems, the possibility of economic returns, and physical and
economic integration with the national market.

 To strengthen the effectiveness of national and local institutions responsible for the
formulation and implementation of rural development policies and projects, and to
support effective participation of the population in the planning and implementation of
local activities.

 Understand the nature of branding strategies required to tap the potential of rural market.

 Understand various types of branding strategies.

 Gain an understanding the advantages, disadvantages and limitations of different type of

branding strategies.

To help expand the access of the rural population to basic services, including, education, health
care, etc.

2. Need for Branding in Rural Market:

 Provide Identity to the Company’s product
 Create a competitive advantage
 Ease in convincing consumers
 Brand value creation
Rural Markets contribute by Reduced Burden on Urban Population, Rapid Economic Growth,
Employment Generation, Improved Living Standard, Improved Rural Infrastructures, and
Balanced Industrial Growth

3. Formulating Branding Strategy in Rural Marketing:

 Less than 20% of the rural population has access to regular or periodical newspaper.
 Right selection of people for carrying the brand – The Company should invest in training
the people those carry the brand and establish connect with the rural consumers.
 Brand also needs to be protected. Companies should invest in initiatives that make the
rural consumer aware of the spurious products floating in the market.
 Companies need to understand that in comparison to the urban consumer, rural market is
laggard in picking up new products. This phenomenon helps the company sell products
which no longer are trend in urban market or relatively on the verge of being outdated.
 It is very crucial that the companies perform test on the brands it is formally launched in
the market.