rural marketing in india
TRANSCRIPT
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RURAL MARKETING IN
INDIAPresented by
G.BhuvaneswariGoldyn Abric Sam.S.M
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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