RURAL MARKETING IN

INDIAPresented by

G.BhuvaneswariGoldyn Abric Sam.S.M

11 April 2023

RURAL MARKETING

• Defined as any marketing activity in which one dominant participant is from a rural area.

• Implies that rural marketing consists of marketing of inputs (products or services) to the rural as well as marketing of outputs from the rural markets to other geographical areas.

11 April 2023

RURAL MARKETING IN INDIA

• The concept of rural markets in India is still in evolving shape, and the sector poses a variety of challenges.

• Rural marketing constitutes the nerve center of rural development activities.

11 April 2023

FEATURES OF RURAL MARKETING IN INDIAN ECONOMY

• Large & scattered market

• Changing the demand pattern

• Major income comes from agriculture

• Low standard of living

11 April 2023

CHALLENGES IN RURAL MARKETING

• Low literacy

• Seasonal demand

• Transportation

• Distribution

• Communication problems

• Media for promotions

11 April 2023

REASONS FOR IMPROVEMENT OF BUSINESS IN RURAL AREA

• Socio-economic changes

• Literacy level

• Infrastructure facilities

• Increase in income

• High expectations

11 April 2023

STRATEGIES FOR RURAL MARKETING

• Product strategies

• Pricing strategies

• Distribution strategies

• Packing strategies

11 April 2023

PRODUCT STRATEGIES

• Small units

• Low priced packing

• New product design

• Brand name

11 April 2023

PRICING STRATEGIES

• Low cost

• Cheap products

• Avoid sophisticated packing

• Refill packs / reusable packing

11 April 2023

DISTRIBUTION STRATEGIES

• Through co-operative societies

• Public distribution systems

• Distribution up to feeder markets

• Multi purpose distribution centre

11 April 2023

PROMOTION STRATEGIES

• Mass medias

• Wall paintings

11 April 2023

EMERGING TRENDS IN RURAL MARKETING

• Online rural market• Information through different dealers• Cost benefit analysis• Need based production• Market driven extension• Processing industry

11 April 2023

SHARES OF MARKETS

11 April 2023

CONSUMPTION PATTERN

11 April 2023

PROBLEMS RELATING TO RURAL MARKETING

• Lack of infrastructure

• Not encouraging new thinking & new products

• Lack of proper physical communication

• Inadequate media coverage

• Many languages & dialects

• Electrification

11 April 2023

SUGGESTIONS FOR RURAL MARKETING IN INDIA

• The government should encourage private shopkeepers & co-operative stores to come forward & establish there business in rural areas.

• Some of the leading companies must delivery vans in rural areas for resolving the distribution problems.

• The companies must take care about the recruitment & selection of sales persons who are willing to work in rural areas. {local language & patience}

11 April 2023

• With reference to marketing communication in rural areas the companies should use the organized media-mix policy.

• Rural people need awareness classes & demonstrations for better understanding

11 April 2023

Go Rural

11 April 2023

• DEMONSTRATION

11 April 2023

11 April 2023

Demonstrations

11 April 2023

CONCLUSION

• The rural marketing in India is quite fascinating and challenging.

• Large scope for the marketers. Improvement in infrastructure and reach promise a bright future for those intending to go rural.

• Rural market is not exploited completely and is yet to be explored.

11 April 2023

THANK YOU

THANK YOU