Rural Marketing
Presented
By:
Lija.V
Mohamed
Musthafa.S
Muhammed

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.

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

Why Marketing???
 Increasing Consumption
 Creation of goodwill
 Profit through customer satisfaction
 Providing wide choice of goods
 Improving Quality of life
 Retaining customers

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

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)

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

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

Challenges In Rural Marketing…
Distribution
Understanding the Psyche of the rural consumer
Limited Knowledge
Communication
Cost per Contact

Challenges In Rural Marketing…
• Sale of Fakes & Spurious Products
• Budgetary Allocations
• Urban Orientation & Bias
• Lack of Right Competence & Commitment at
Frontline level

Rural Marketing Strategies…
Rural marketing Segmentation
– Occupational Segmentation
– Sociological Segmentation
– TRMI
– Lin Quest
– MICA Rating

Strategies…
Product Strategies
– Small Size packings
– Low priced package & Products
– Product Design
– Usable Products
– Brand Image

Strategies…
Pricing Strategies
– Low Pricing
– Cost Saving in Packing
– Conversions

Strategies…
Promotion Strategies
o Cinema
o Television
o Print Media
o Hoardings

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

Recent Trends In Rural Marketing…
 Online Rural Market
 Information Through Local
Agriculture Input Dealers
 Need Based Production
 Market Driven Extension

Recent Trends In Rural Marketing…
 Rythu Bazaar
 Rural Agri- Exports
 Integrated Marketing
 National Institute of Agricultural Marketing

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.

Any
Queries???