In the india context, the word rural is so much associated with agriculture and farmers that rural marketing tends to be seen as a marketing of inputs or outputs related to agriculture. Apr 03, 20 considering the environment in which the rural market operates and other related problems, it is possible to evolve effective strategies for rural marketing. In this article we will discuss about the rural marketing strategies adopted in india. Rural consumption per person has increased by 19% yearly between 2009 and 2014. Since behavioral factors of rural consumers are different and almost unpredictable in nature, the marketers have a challenging task to design marketing mix strategies for the rural sectors. Strategies for marketing mix of 4ps for competitive advantage the marketing mix by 4ps is a conjuration and it can only be implemented by marketing managers. As of 2020, there are several hul hindustan unilever marketing strategies like productservice innovation, marketing investment, customer experience etc. Rural marketing strategiesfor fmcg case study template.
The environment outlines threats and opportunities of the market. The major premise of the paper is that to serve the rural markets, marketers need to plan and implement the 4 as of marketing mix. Even though all the 7ps are quite important for the deliverance of service, promotion plays a vital role in making the service to reach the hands of consumers. Marketing mix is a greatest strategy for attaining competitive advantage for any firm.
Mbah4010 rural marketing 1 rural marketing rural marketing is real marketing. They were host to nearly 75% of the new factories built in the last decade. Fmcg goods, agricultural fertilizers, automobiles, etc. This same rule stands good for rural marketing also. Rural marketing mix marketing mix refers to the set of actions, tactics, tools or variables. Hul hindustan unilever marketing mix 4ps hul hindustan. Strategies to be followed in indian rural market a marketing strategy. Rural marketing is a strategic plan of gauging the demands of the rural market base and supplying them with the goods and services that are of their use by allowing such marketing strategies, not only will the villagers and their lifestyle will be affected positively, but the company associated will also flourish in simple terms, rural marketing can be. The marketing mix of services includes 7ps product, place, promotion, price, people, physical evidence and process. It is a need satisfying entity to a rural consumer. When we talk about 4 ps of marketing mix of a product, the first thing that strikes us is the combination of product, price, place and promotion.
In simple terms, a product is anything that satisfies human want customers and includes product quality, features, benefits, design, style, colour, brand, services, and warranties. Rural marketing environment, organisation and functions of agricultural marketing, marketing of consumer durables and nondurables, attitudes and beliefs of rural markets structure, marketing of agricultural inputs, agricultural marketing, classification of products and economic development, role of warehousing, processing of select. Therefore, paying heed to effective rural marketing strategies and implementing those in an adept and conversiondriven manner will, for sure, be highly beneficial for you. Mbah4010 rural marketing 2 composed of two main sub sectors i. Given the standard of living, these two areas are quite different from each other. The perception of improved social status due to the use of branded product is also one of the major influences on the buying process. Coming to the frame work of rural marketing, rural marketing broadly.
Due to considerable level of heterogeneity, a manager needs to design tailormade programme to cater needs and wants of specific groups. The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on the strategic role of marketing in overall. Product strategiesproduct is the first and the foremost component of marketing mix. Rural marketing environment, organisation and functions of agricultural marketing, marketing of consumer durables and nondurables, attitudes and beliefs of rural markets structure, marketing of agricultural inputs, agricultural marketing, classification of products and economic development, role of warehousing. In addition, it also includes the marketing in the rural areas. I marketing mix i product, price, place, promotion duration. It is difficult to understand the mindset of rural people. Due to considerable level of heterogeneity, marketers need to design specific programs to cater needs and wants of specific groups. The profile should be in a proper manner which impacts the designing and marketing of the product. To explore and understand rural market is crucial for any marketers today.
Rural marketing influencing factors in rural marketing. Most of the brands cater to the urban people and rural people are left lurking beh. So by this analysis the company can draw their strategies to market the product. Case study on rural marketing, rural marketing case. Free display materials like posters, sign boards, neon lights etc.
Marketers need to understand the psychology of the rural consumers and then act consequently. Moduleiii 12hrs selection of markets product strategy product mix decisions competitive product strategies for rural markets. Nandini btech, mba, jntuhceh abstract rural markets have become integral part of global market. Marketing positions in banks were created and marketing was accepted as an organisational imperative. Rural marketing mix marketing mix refers to the set of actions, tactics, tools or variables that a company uses to promote and sells its brand or product in a markets 2. The profile helps the company while designing the marketing mix.
Jan 10, 2019 marketing strategy of hul hul marketing strategy january 10, 2019 by hitesh bhasin tagged with. So, the marketing is always have the difference in urban and rural, which makes the companies to think over the marketing mix. Rural marketing strategies include the following this includes heterogeneity in segmentation for effective market prerequisites segmentation, rural market, degrees of. Features large and scattered market over 63 crore consumers from 5,70,000 villages major income from agriculture low standard of living low literacy, low per capita income, social backwardness, low savings, etc. In this post, we will dive deep into the world of rural marketing and understand the key concepts, strategies, and implementations of rural marketing campaigns. Rural marketing tutorial pdf version quick guide resources job search discussion rural marketing involves a bunch of processes that includes developing, pricing, promoting, distributing rural specific product and service which satisfies the consumer demand and also achieves organizational objectives as expected from the target market. Once this is done press the button showing the picture and wait. Companies like hindustan lever, colgate palmolive, britannia and even multinational companies mncs like pepsi, coca cola, l. Meaningful product strategies for rural market and rural consumers are discussed here. The rural marketing refers to the activities undertaken by the marketers to encourage the people, living in rural areas to convert their purchasing power into an effective demand for the goods and services and making these available in the rural areas, with the intention to improve their standard of living and achieving the companys objective, as a whole. The marketing program consists of numerous decisions on the mix of marketing tools to use. Rural markets offer great scope for concentrated marketing effort because of the recent increase in the rural per capita incomes and the likelihood that incomes will increase faster because of better production and higher prices for agricultural products.
The rural markets are growing at above two times faster pace than urban markets. Rural marketing has become the latest mantra of most corporate. This 4a model is similar to the 4p model of marketing mix, the difference it shows is main streamline and rural market. Mar 02, 2014 marketing mix for rural markets marketing mix refers to the set of actions, tactics, tools or variables that a company uses to promote and sells its brand or product in a markets the marketing mix is a crucial elements of any marketing plan as it offers marketers a mix of products, services and prices, utilizes a promotion mix of. The 4 as model of rural marketing article pdf available april 2017 with 1,167 reads how we measure reads. But, this scenario is slowly changing and importance is given to the need of the rural consumer. Apr 10, 2015 rural marketing seminar and ppt with pdf report. For rural market, it will be ideal to think of strategies from the marketing mix point of view, main strategies are related to product, price, place and promotion. It covers the marketing strategies aspects of rural produce with special reference to products and services within the rural areas. Rural marketing strategies product price promotion physical marketing mix is a crucial element of any marketing plan as it offers marketers a mix of product, services and prices, utilizes a promotion mix of advertising, sales promotion, direct marketing and personal selling to reach the target customers through distribution of channels tools and challenges the basic. The rural marketing book by pradeep kashyap pdf download the rural marketing book by pradeep kashyap pdf. It is the marketers offering to the consumers to satisfy their needs. Chapter 1 introduction of rural marketing marketing is the business activity that explores unfulfilled needs and wants, defines and measures their magnitude, determines which target market can be best and optimally served, decides on the basis of appropriate products, pricing, promotion and distribution. Acropdf a quality pdf writer and pdf converter to create pdf files.
The 4as are affordability, availability,awareness, and acceptability. There are two different areas where indians reside rural india and urban india. As the rural marketing is a two way process, this article attempts to highlight issues and challenges associated with the rural marketing strategies. However, rural markets and rural marketing have special features as compared to urban markets. However, at most of the time its the distribution which acts as a limiting factor in growth of the business in. Promotional strategies for services in rural market. This is what we will be discussing under rural marketing strategies.
As a result of the above analysis, we are in a position to define rural marketing rural marketing can be seen as a function which manages all those activities. Some of the typical characteristics which will help in rural market segmentation are land holding pattern, irrigation facilities, progressiveness of farmers, cropping pattern. The emergence of rural markets as highly untapped potential emphasizes the need to explore them. To understand how banking services can be marketed better, one must examine bankng as a service industry, in the content of a swiftly changing environment, redefine marketing to suit a bankers needs. Marketing mix for rural markets marketing mix refers to the set of actions, tactics, tools or variables that a company uses to promote and sells its brand or product in a markets the marketing mix is a crucial elements of any marketing plan as it offers marketers a mix of products, services and prices, utilizes a promotion mix of. By the liberalization and privatization rules and the following spectacle of globalization have led to enormous inflow of distant savings and entry of huge mncs in india. The rural marketing environment is complex and is changing continuously. Rural marketing promotion strategies in rural marketing. Hence, all efforts should be directed towards the correct formulation and implementation of marketing strategies to provide maximum value to the rural consumers.
The formulation of strategies depends upon product category, targeted segment, accessibility to the area etc. The promotion strategies and distribution strategies and ad makers have learned. Traditional outlookdo not prefer changes diverse socioeconomic backwardness infrastructure facilities physical distribution becomes costly. Hence it is important to understand the 4ps along with 4 as of rural marketing with respect to a rural consumer. Rural marketing can be defined as a function which manages all those activities in asserting, stimulating and converting the purchasing power of rural people into an effective demand for specific. The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on. Rural marketing refers to the framing and application of various marketing principles and strategies along with the marketing mix by the companies to capture the potential market and satisfy the needs of the people living in the remote areas of the country. Product strategies for rural market indian perspective. This page contains rural marketing seminar and ppt with pdf report. Pdf strategies for marketing to the rural customer in india. Rural markets are delicately powerful to cater to the rural masses. Let us now discuss these four components of the marketing mix concerning the product being introduced in the rural market.
Distribution strategies for rural market marketing lessons. Pdf the 4 as of rural marketing mix iexplore international. Rural marketing is a process of developing, pricing, promoting, and distributing rural specific goods and services leading to desired exchange with rural customers to satisfy their needs and wants, and also to achieve organizational objectives. Distribution strategies for rural market indian perspective in our last post we talked about product strategies one can adopt while managing business in the rural markets. Hll rewrites strategy for greater penetration of rural markets.
By using a combination of pull strategies to reach their primary target market toyota will motivate con. The rural marketing has shifted its promotional mix strategies from conventional methods to mass media. In situation of rural marketing the firms also follow pushup sales raise strategies. Rural marketing represented the emergent distinct activity of attracting and serving rural markets to fulfil the needs and wants of persons, households and occupations of rural people. The corporate sector is, therefore, increasingly looking towards the rural consumers and finetuning their marketing strategies in order to promote their products. Pdf rural marketing mix international journal of trend. A process of developing strategies for distributing specific goods and services in rural and. The usually followed pushup sales promotion strategies include. Pdf going rural a glimpse of rural marketing mix dr. India in last twenty years presented an extraordinary change in its financial, social and technological situation. Product is something like the heart in the human body. Toyota aims to combine spectacular safety features, unmatched comfort, and innovative technology to offer rural indians a pricesensitive, lowincome demographic an incredible car at a low price.
According to the national commission on agriculture, rural marketing is a process which starts with a decision to produce a saleable farm commodity and it involves all the aspects of market structure or system, both functional and institutional, based on technical and economic considerations, and includes pre and post. This 4a model is similar to the 4p model of marketing mix, the difference it shows is main streamline and rural. Know the need for marketing approach in rural markets. A case study model for strategic marketing planning for airport managers william rankin university of central missouri abstract marketing planning in an airport as with other organizations is all about selecting appropriate target groups and formulating a marketing mix to achieve marketing objectives and financial targets. Rural people are becoming more aware and are changing with time. So after reading this research paper, we will be able to1.
The overall marketing mix framework for rural markets necessarily focuses around delivery the right product, using value for money pricing, using effective means of promotion, selecting the most appropriate. Downloadthe rural marketing book by pradeep kashyap pdf. The marketing mix is considered as the sole vehicle for creating and delivering customer value. Ajay adlakha in a discussion with sandeep budkai editor, themobileindian.
When marketing activities are done in the rural areas or marketing enter into rural. Apr 01, 2017 strategies for marketing to the rural customer in india. The company should develop a profile for the rural consumers. The buzzword today in the marketing industry is rural marketing. Since behaviour of rural consumers is different and less predictable, the marketing manager has a challenging task to design marketing mix strategies for the rural segments.
826 816 180 1511 219 1302 349 611 973 1263 541 1566 1229 232 272 778 1292 1469 1295 464 527 870 730 596 1406 747 466 1111 1331 75 952 333 1526 786 1308 562 595 1254 157 1304 766 1448 279 1136 388 852 1126