Rural Marketing Strategies, The future of rural MarketingConsumer

RAJENDRAN ANANDA KRISHNAN.

Rural Marketing- The future of Rural

Marketing

https://www.facebook.com/ialwaysthinkprettythings


Topics to be coveredThe future of Rural Marketing : Introduction,

Focused Marketing Strategies, Market Research, Consumer Finance, Rural Vertical

Retail and IT Models, Rural Managers, Glamorize Rural Marketing, Public Private Partnership.

E-Rural Marketing


Focused Marketing StrategiesProduct – Developing relevant products to meet the

specific needs of rural consumers will exercise the minds of marketers. For eg. We know that voltage fluctuation is a major problem in our villages, because of which bulbs last but a few days. Companies will put their R & D teams to develop filaments that can withstand violent fluctuations, thereby extending the life of the bulb.

Price – As rural incomes continue to rise in the coming years, we may see the share of low unit packs coming down somewhat and economy packs gaining share. Also as the reach of media and awareness level improve, we are likely to see companies shift their focus from trade to consumers.


Distribution – Challenge of reach will be addressed through innovation. Project Shakti of HUL is one such successful example. Nehru Yuva Kendra ‘volunteers’ model through haats being piloted by MART for Colgate, is another such new model. Amway is already selling bio-fertilizers in rural India, through its famous multi-layer distribution model.

Communication – Indian advertising industry has to be firmly grounded in rural perception, values and traditions. It has to drown itself in local colors, customs and modes of communication, to make itself relevant to rural society. It has to gain the trust of masses, by undercutting excessive dependency on western advertising.


Rural Vertical The CEO would need to articulate a strong

commitment to rural marketing, only then will the marketing team give its focused attention and sustained support to this growing market segment.

HUL has already created a separate rural vertical with a team of RSMs, ASMs, SOs and RSPs committed exclusively to servicing the rural market. Rural has been given separate sales targets and the company is in the process of allocating separate sales promotion and advertising budgets for this market.


Retail and IT modelsIT and connectivity impact the way business

is done. Today with STD facility, the retailer can dial the town distributor instantly and fresh stocks would reach him in just a couple of days, because of better road connectivity.


Benefits of IT Driven business strategy

Ease of accessUp-to-date contentLayout, design, consistent themesEasy navigationHigher interactivityAccess through multiple mediaHigher use of non-textual informationMultiple languagesLower transaction cost.


Public-Private PartnershipCompanies would join hands with the

government in self-interest to increase the size of the pie, by creating economic activity in villages through micro-enterprises and mainstream these efforts, by linking them with large industry.


ICT Initiatives in Rural Markets

ITCs e-choupalN-Logue communications – Business of

providing Internet, voice, e-governance and other rural services through a network of Local service providers.


Thank you