1. Products for Rural Market
BY,PREETI JOG

2. Product Strategy in Rural Context
 As in Urban Area or adopted and offered.
 Depends on situation and nature of product.
 Lower prized product versions.

3. Specifically designed products.
 Serving the required needs.
 Example: Tractor-trailer, Hand Wound Radio,
Smokeless Chulhas.
 Simple and easy to use.
 Product literature be simple and well-illustrated.

4. Product Design
 Offering the colors that are preferred.
 Eg. HUL (Lifebouy), Asian paints.
 Package design, color and size help customers to
identify the brand and product.
 Packaging imitation by local players .
 Small packets as trial.
 Lower purchasing power and limited availability of
cash for shopping.

5. Logos, Symbols and mnemonics
 Brand recall by Visual logo.
 Images are more potent.
 Symbols and mnemonics give brand recall.
 Example: Nirma, Dettol etc.

6. Brand Decision
 Rural People prefer branded products.
 Well known brand reduces risk.
 FMCG- 80% sales from rural market.
 Brand name same with extended varient.
 Colour: Lal Dant Manjan.
 Objects: Ghadi Detergent.
 Number: 555
 Animal :Tiger buisuits,

7. Brand Names
 Easy to pronounce and recall.
 Colour: Lal Dant Manjan.
 Objects: Ghadi Detergent.
 Number: 555
 Animal :Tiger buisuits,

8. Brand Decisions
 Sell value brands and not cheap brands.
 Lifebouy positioning – not cheap soap but hygienic
brand.
 Arvind Mills: Ruff and tuff
 Britania- Tiger.

9. Product Differentiation
 Competition and availability of many brands.
 Providing superior extention service.eg Uria.

10. Positioning Decisions
 Different positing strategy in rural areas.
 Titan watches as fashion and jewellery.
 Titan – Just a watch- inexpensive yet durable.

11. Pre- conceived notation have no place
 Rich buyers in rural areas.
 Lower prized models.
 Onida- KY Thunder.
 Mass models – 80% Urban.
 Small size preferred.