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RURAL MARKETS
Segmenting,Targeting &
Positioning
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Pre-requisites for effective
segmentation Measurable
Accessible
Differentiable
Substantial
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Degrees of segmentation
Mass marketing
Segment marketing
Niche marketing
Micro marketing Local marketing
Individual marketing
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Bases of Segmentation in rural
market
Segmentation criteria Relevant variables
Geographic RegionVillage size & densityClimate
Demographic AgeGenderIncomeLand ownershipEducation (SEC
Classification)
Occupation (SEC Classification)Type of house (SEC
Classification)
Psychographics Lifestyle- Rural, Urban, RurbanPersonality
Behavioral OccasionsBenefits sought
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Consumer driven segmentation
Indian tractor industry Previously had product centric
approach
segmented market on the basis of power of thetractors.
For consumer centric approach through extensiveresearch
variables studied were:
Soil type
Landholding
Climate
Age Family size
Application of tractor
Horsepower of tractor
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Targeting
Evaluation of segments
Selection of segments
Coverage of segments
Choosing a coverage strategy
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Effective segmentation
targeting
In 2000, one of worlds leading agri-businesscompany entered
India to market its hybridseeds and crop protection products.
Segmented market using variables like
Geography
Adoption behaviour Crop economics
Usage pattern
Farmer attitude & behaviour
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Effective segmentation
targeting The company identified 3 main segments-
Optimal farmers
sub optimal farmers marginal farmers
-Optimal farmers comprise 1/3rdof total market
-Residing in agriculturally rich states of Punjab,
Haryana, Tamil Nadu & Maharashtra-Were first to have
capitalised on the Green
Revolution.
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Effective segmentation
targetingProfile of the segment
Early adopters of any new farming technology
Use preventive rather than curative cropprotection methods
Information seekers
Self dependent for knowledge on the latest
products
Greater access to agricultural markets
Have business outlook towards farming
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Effective segmentation
targetingThe company found the best fit with this
segment of optimal farmers and targeted them
for its existing products.
This segmented approach helps companies to
expand their market and also help them sell the
right products to the right customers.
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Positioning
Identifying the positioning concept
Selecting the positioning concept
Developing the concept
Communicating the concept
HimanisSona Chandi Chyawanprash positioned
on 2 platforms a healthy body and a sharpmind.
Tata Ace as Indias first Mini Truck Small is Big.Chota
Hathi.
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Identifying the Positioning
Concept Product differentiation
Service differentiation
People differentiation
Image differentiation
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Selecting the Positioning
Concept Attractive
Distinctive
Pre emptive
Affordable
Communicable
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Segmenting, Targeting,
Positioning
Decision Actions
Segmentation Identifying various bases forsegmenting
marketsDeveloping profiles of market
segments
Targeting Evaluating the market segments fortheir
attractivenessDeciding the market coveragestrategy
PositioningIdentifying a set of possible
competitive advantages of the brandSelecting the right
competitiveadvantageCommunicating the chosencompetitive advantage
to the target
group.
