Rural Marketing Strategies

ShreeyaSaundaryaShobha

What is Rural marketing?

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.

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.

Problems in rural Market

Lack of proper communication

Distribution problem

Seasonal demand

Low literacy level

"Yaara da Tashan...” ads with Aamir Khan created universal appeal for Coca Cola

Khaitan fans' ad on a horse cart

Heterogeneity in rural market

Socio-cultural differences.

Variation in population size.

Difference in levels of infrastructural development

Variations in literacy levels

Differences in income levels

Family structure

Approches to segmentatio

n of Rural market

Geographic Segmentation

RegionsVillage population and densityCultureClimate

Demographic Segmentation

Age & Life CycleFamily StructureIncomeGenderLand ownershipOccupationEducation and House TypeReligion & Caste

Psychographic Segmentation

Social Class

Lifestyle

Behavioural Segmentation

OccasionsBenefits SoughtUser StatusUsage RateLoyaltyPlace of Purchase

Multi-Attribute Segmentation

Satellite dish antennas reach rural India

Marketing Mix challenges

4 P’s with 4 A’sProduct – Acceptability

Price – Affordability

Place – Availability

Promotion - Awareness

Durable GOODS

Typical shop in rural India stocked with sachets

BIJLI

SAMPOORNA

MAHASANGRAM

SAPNO KA GHAR

Launched New Refrigrtor for Rural and Semi urban market priced at 10,000

Range of TV’s 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

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.

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 .

TATA’s Rural Transport Vehicle for Rural and Semi Urban Landscape

FMCG GOODS

Parachute

ASHA

Anti Loose Campaign and Temper proof Packaging in Smaller Variants

Low cost snacks & Beverages. Especially for girls aged between 12- 16.

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

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

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.

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.

Branding in Rural Market

Connect with People

Product Re-designing

Ingenious Distributio

n

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.