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Rural marketing intro

  1. Rural Marketing Presented By: Lija.V Mohamed Musthafa.S Muhammed
  2. Marketing… Meaning Marketing touches every aspect of our lives, from our very birth to death Our entire life, Our life styles and our existance are continously affected by marketing Marketing is the business of making the consumers know about the product & finaly inducing them to buy it.
  3. Definition • Marketing is social & managerial process by which individuals & groups obtain what they need & want through creating & exchanging products and value with each others Philip Kotler
  4. Why Marketing???  Increasing Consumption  Creation of goodwill  Profit through customer satisfaction  Providing wide choice of goods  Improving Quality of life  Retaining customers
  5. Rural Marketing… Meaning Planning & Implementation of marketing function for Rural Areas Definition Rural marketing has been defined as the process of developing, pricing, promoting, distributing, rural specific goods & services leading to exchange between urban & Rural markets, which satisfies consumer demand & also achieves organizational objectives
  6. Evolution of Rural Marketing… Phase I ( From independence to Green Revolution) Phase II (Green Revolution to Pre-Liberalization Period) Phase III (Post-Liberalization Period to 20th Century) Phase IV (21st Century)
  7. Approaches For Segmenting the Rural Markets Of India… Based on size of village population Based on location with respect to near by town – Villages Near Urban Centres – Villages in Developing Districts – Immobile & Self Sufficient Asiatic Villages
  8. Approaches For Segmenting the Rural Markets Of India… Based on Sociological Charecteristics – Proprietors of land – Rich Farmers – Agricultural Labours Based on Income – Rural Rich Consumers – Rural Consumers above Poverty line – Rural Consumers around Urban area
  9. Challenges In Rural Marketing… Distribution Understanding the Psyche of the rural consumer Limited Knowledge Communication Cost per Contact
  10. Challenges In Rural Marketing… • Sale of Fakes & Spurious Products • Budgetary Allocations • Urban Orientation & Bias • Lack of Right Competence & Commitment at Frontline level
  11. Rural Marketing Strategies… Rural marketing Segmentation – Occupational Segmentation – Sociological Segmentation – TRMI – Lin Quest – MICA Rating
  12. Strategies… Product Strategies – Small Size packings – Low priced package & Products – Product Design – Usable Products – Brand Image
  13. Strategies… Pricing Strategies – Low Pricing – Cost Saving in Packing – Conversions
  14. Strategies… Promotion Strategies o Cinema o Television o Print Media o Hoardings
  15. Opportunities in Rural Markets… Rising Rural Prosperity Lesser dependence on Agriculture & Monsoon Increasing Rural consumption Rural Marketing Efforts Increasing Sale of Branded Products Large Population
  16. Recent Trends In Rural Marketing…  Online Rural Market  Information Through Local Agriculture Input Dealers  Need Based Production  Market Driven Extension
  17. Recent Trends In Rural Marketing…  Rythu Bazaar  Rural Agri- Exports  Integrated Marketing  National Institute of Agricultural Marketing
  18. Conclusion… • Rural markets, as part of any economy, have untapped potential. There are several difficulties confronting the effort to fully explore rural markets. The concept of rural markets in India, as also in several other countries, like China, is still in evolving shape, and the sector poses a variety of challenges, including understanding the dynamics of the rural markets and strategies to supply and satisfy the rural consumers.
  19. Any Queries???