PRESENTED BY: TARESH HARVANSH RAGHAVENDRA

Adaptive Marketing Mix for Rural Market

A marketing activity which is targeted to rural population in the rural areas . Which have some difference in their needs , wants , desire , buying behavior, consumer behavior etc.

What is Rural Market

RURAL MARKETING

MIX

WHAT IS ACTUALLY RURAL MARKETING MIX?

According to Thomson, “The mix of controllable marketing variables that the firm uses to pursue the desired level of sales in the target market with setting up different strategy for different market.”

DEFINITION

Large population

Change in lifestyle

Lifecycle advantages

Market growth rate higher than urban

Rural marketing is not expensive

4 P’s of marketing mix

WHAT IS A PRODUCT MIX?

Philips Kotler

“A PRODUCT MIX is anything that can practices by

marketer for attention, acquisition, use, or consumption and

that might satisfy a want or need. It includes physical

objects, services, persons, places, organizations and ideas.”

RURAL PRODUCT CATEGORIES

Rural Product

FMCG’s

Consumer

Durables

services

Agri-Inputs

FAST MOVING CONSUMER GOODS (FMCG’S)

Goods which are used in day to day life

CONSUMER DURABLES

Tangible goods that normally survive long with a lot of usage.

Normally require more personal selling and service.

Command a higher margin.

SERVICES

companies are harnessing the potential of the hire and by launching a plethora of services like,

1) Telecommunication,

2) Banking & Insurance,

3) Internet,etc.

AGRI- INPUTS

Product which are used for agricultural outputs are agriculture inputs

SAPLING STAGE

Product gained susbstantial recognition & it’s sales are shooting up

Rivals

1st launch

Competitive Launch

RURAL PRODUCT STRATEGY

Look-alikes: e.g.

Spell-alike:

Duplicates:

THREATS IN RURAL BRANDING

RURAL PRODUCTS

Pricing mix Generates revenue to the particular product

Determine profitability of the business

E.g. Videocon radio

RURAL PRICING OBJECTIVES

Profit maximisiation in long run eg: chik shampoo

Minimum returns on sales turnover

Deeper penetration of market

e.g. Vim Bar For Urban 15 rs. (400gm)

For Rural 4rs. (200gm)

Keeping up with the competition

Increasing sales volumes and market shares

RURAL PRICING STRATEGIES

Low cost /cheap product

Avoid sophisticated packing

Refill packs/reusable packing

Value engineering

METHODS OF PRICING

Penetration pricing e.g.: Chota munch

Differentiation pricing e.g.: Videocon and LG

Introduce worth rs.2

Rural distribution

BULLOCK CART TRANSPORT CAMEL TRANSPORT

PROMOTION MIX FORMAL MEDIA :1. Local language newspapers: eg: Loksatta in Maharashtra.

2. Television: eg: DD national

3. Radio: eg : regional radio

• WALL PAINTING

FORMAL MEDIA

Village as place for promotion, distribution - different form town or city – general marketing theories can’t be applied.

Reaching right place is the toughest part in today’s market.

Because high distribution cost. Most –the rural retailers themselves go to the urban

areas to procure these goods.

PLACE MIX

PROMOTION MIX OTHER INFORMAL MEDIA :

1. Farm to Farm/House to House

2. Group meeting : eg: MRF tyres

3. Opinion leaders: eg: asian paints(house painting)

4. Melas: eg: asian paints(horn painting)

5. Folk dances: eg: Thums-up sponsors Lavnis