Download - Marketing Mix for Rural market
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PRESENTED BY: TARESH HARVANSH RAGHAVENDRA
Adaptive Marketing Mix for Rural Market
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A marketing activity which is targeted to rural population in the rural areas . Which have some difference in their needs , wants , desire , buying behavior, consumer behavior etc.
What is Rural Market
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RURAL MARKETING
MIX
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WHAT IS ACTUALLY RURAL MARKETING MIX?
According to Thomson, “The mix of controllable marketing variables that the firm uses to pursue the desired level of sales in the target market with setting up different strategy for different market.”
DEFINITION
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Large population
Change in lifestyle
Lifecycle advantages
Market growth rate higher than urban
Rural marketing is not expensive
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4 P’s of marketing mix
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WHAT IS A PRODUCT MIX?
Philips Kotler
“A PRODUCT MIX is anything that can practices by
marketer for attention, acquisition, use, or consumption and
that might satisfy a want or need. It includes physical
objects, services, persons, places, organizations and ideas.”
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RURAL PRODUCT CATEGORIES
Rural Product
FMCG’s
Consumer
Durables
services
Agri-Inputs
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FAST MOVING CONSUMER GOODS (FMCG’S)
Goods which are used in day to day life
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CONSUMER DURABLES
Tangible goods that normally survive long with a lot of usage.
Normally require more personal selling and service.
Command a higher margin.
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SERVICES
companies are harnessing the potential of the hire and by launching a plethora of services like,
1) Telecommunication,
2) Banking & Insurance,
3) Internet,etc.
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AGRI- INPUTS
Product which are used for agricultural outputs are agriculture inputs
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SAPLING STAGE
Product gained susbstantial recognition & it’s sales are shooting up
Rivals
1st launch
Competitive Launch
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RURAL PRODUCT STRATEGY
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Look-alikes: e.g.
Spell-alike:
Duplicates:
THREATS IN RURAL BRANDING
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RURAL PRODUCTS
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Pricing mix Generates revenue to the particular product
Determine profitability of the business
E.g. Videocon radio
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RURAL PRICING OBJECTIVES
Profit maximisiation in long run eg: chik shampoo
Minimum returns on sales turnover
Deeper penetration of market
e.g. Vim Bar For Urban 15 rs. (400gm)
For Rural 4rs. (200gm)
Keeping up with the competition
Increasing sales volumes and market shares
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RURAL PRICING STRATEGIES
Low cost /cheap product
Avoid sophisticated packing
Refill packs/reusable packing
Value engineering
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METHODS OF PRICING
Penetration pricing e.g.: Chota munch
Differentiation pricing e.g.: Videocon and LG
Introduce worth rs.2
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Rural distribution
BULLOCK CART TRANSPORT CAMEL TRANSPORT
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PROMOTION MIX FORMAL MEDIA :1. Local language newspapers: eg: Loksatta in Maharashtra.
2. Television: eg: DD national
3. Radio: eg : regional radio
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• WALL PAINTING
FORMAL MEDIA
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Village as place for promotion, distribution - different form town or city – general marketing theories can’t be applied.
Reaching right place is the toughest part in today’s market.
Because high distribution cost. Most –the rural retailers themselves go to the urban
areas to procure these goods.
PLACE MIX
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PROMOTION MIX OTHER INFORMAL MEDIA :
1. Farm to Farm/House to House
2. Group meeting : eg: MRF tyres
3. Opinion leaders: eg: asian paints(house painting)
4. Melas: eg: asian paints(horn painting)
5. Folk dances: eg: Thums-up sponsors Lavnis