AGRI BUSINESS AND RURAL MARKETING

AGRI BUSINESS AND RURAL MARKETINGFaculty: Dr. Ajith K Thomas MBA Ph.DBy : Arun Sunny MTopic: Rural Product Strategies

ContentIntroductionStrategies For Rural MarketingRural Product ClassificationProduct StrategyProduct DevelopmentProduct DecisionProduct PackingCase StudyProduct BrandingConclusionRelevant LiteratureReference

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INTRODUCTION

Rural Marketing can be defined as a function that manages all activities involved in assessing, stimulating and converting the purchasing power of rural consumers into an effective demand for specific products and services and moving these products and services to the people in rural areas to create satisfaction and a better standard of living and there by achieving organizational goals.

There is four strategies in Rural Marketing

Product is the most vital element in the market Strategies.

07-05-20154AGRI BUSINESS AND RURAL MARKETINGSTRATEGIES FOR RURAL MARKETING

Strategies that may be helpful in improving marketing in rural areas are listed belowA. Product StrategiesB. Pricing StrategiesC. Distribution StrategiesD. Promotion Strategies

07-05-20155AGRI BUSINESS AND RURAL MARKETINGRural Product ClassificationRural ProductFMCGsDurablesServicesAgricultural goods

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Product Strategies:Product DecisionPackingNew Product DesignProduct Warranty & After-sales ServiceBrand Name

07-05-20157AGRI BUSINESS AND RURAL MARKETINGProduct Development

07-05-20158AGRI BUSINESS AND RURAL MARKETINGIdea GenerationIdea ScreeningConcept Development & TestingBusiness AnalysisProduct DevelopmentTest MarketingCommercialisationLaunchProduct DecisionIndividual Product DecisionProduct Line Decisions Product Mix Decisions

07-05-20159AGRI BUSINESS AND RURAL MARKETINGThis involve decision related TO PRODUCT ATTRIBUTEES ,branding ,packaging labelling and product support services.while developing a product it is imp for a marketer to look into product attributes such as quality,features,design and style.

After developing product a co need to create an appropriate pro line and mix9PackagingNeed of packaging in rural marketing.Poor transport systemDifficulties of safe storagePoor facilities

Product in Rural marketing shouldHave a longer self life Be able to withstand extreme weather conditionBe able to withstand sudden & jerky movements on dusty roadsHave a alternate storage arrangement

07-05-201510AGRI BUSINESS AND RURAL MARKETINGCase studyIts major product is Dairy Milk which has sales of close to one million bars per day. During October 2003, worms were found in Cadbury bars at eight outlets in Maharashtra.The media publicity spread like wild fire and the common perception of consumers was that every Cadbury bar could have worms in it, which tarnished the brand image of the company.

07-05-201511With through investigation, Cadbury identified that the cause for this was lenience by the retailers who placed the chocolate beside items which were susceptible to worms.

Corrective actions taken by Cadbury

Relationship Marketing: which involves creating, maintaining and enhancing long-term relationship with customers.Informative Advertisement: it was developed regarding the facts of Cadbury was published annually nationally in 55 trade publications informing channel. Packing: The change in their packaging design with an aluminium foil, heat-sealed for complete protection from all sides and further encased in a poly-flow pack supported them in regaining their Brand Identity.Brand Strength was built by setting up a toll free number and an email id was created for consumers to contact the company directly.

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PRODUCT BRANDINGBuilding a brand in Rural Marketing involved three important decisions.Developing a brand nameCreating a brand identificationBuilding a brand image

07-05-201513AGRI BUSINESS AND RURAL MARKETINGRelevant literatureThis study is a step forward in exploring various strategies to be adopted in the rural market along with the current scenario of rural marketing, highlighting key challenges related to rural marketing.This paper attempted to provide a brief literature on rural marketing and finally offers policy recommendations for better performance of rural marketsThis paper also discuss the rural marketing and its strategies and also focus on issues and challenges for selling products & services.07-05-201514Journal of Business Management & Social Sciences Research (JBM&SSR) 2, No.1, January 2013

CONCLUSIONThe vital role rural marketing have to play in the economic development of a developing country. A marketing strategy is something that constantly evolves, adapting to changing market conditions. Product is considered as the most important element in marketing mix (Price, Promotion, Place, Product).

07-05-201515AGRI BUSINESS AND RURAL MARKETINGREFERENCERural marketing, second edition, pradeep kashyap published by dorlig kindersley-2012Journal of Business Management & Social Sciences Research (JBM&SSR) 2, No.1, January 2013

07-05-20151616Thank You

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