rural marketing in india

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.

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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.

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FEATURES OF RURAL MARKETING IN INDIAN ECONOMY

• Large & scattered market

• Changing the demand pattern

• Major income comes from agriculture

• Low standard of living

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CHALLENGES IN RURAL MARKETING

• Low literacy

• Seasonal demand

• Transportation

• Distribution

• Communication problems

• Media for promotions

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REASONS FOR IMPROVEMENT OF BUSINESS IN RURAL AREA

• Socio-economic changes

• Literacy level

• Infrastructure facilities

• Increase in income

• High expectations

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STRATEGIES FOR RURAL MARKETING

• Product strategies

• Pricing strategies

• Distribution strategies

• Packing strategies

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PRODUCT STRATEGIES

• Small units

• Low priced packing

• New product design

• Brand name

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PRICING STRATEGIES

• Low cost

• Cheap products

• Avoid sophisticated packing

• Refill packs / reusable packing

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DISTRIBUTION STRATEGIES

• Through co-operative societies

• Public distribution systems

• Distribution up to feeder markets

• Multi purpose distribution centre

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PROMOTION STRATEGIES

• Mass medias

• Wall paintings

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EMERGING TRENDS IN RURAL MARKETING

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

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SHARES OF MARKETS

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CONSUMPTION PATTERN

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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

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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}

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• 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

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Go Rural

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• DEMONSTRATION

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Demonstrations

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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.

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THANK YOU

THANK YOU