3. WHY COMPANIES GO RURAL ???
Penetration levels of consumer durables in
the rural sector
Emergence of women customers
4.
5. SELECTING AND ATTRACTING MARKETS
Involves three key decisions, viz., segmenting,
targeting and positioning (STP).
Segmenting is the process of dividing or
categorizing market into different groups based on
one or more variables.
Targeting is selecting the market segments, which
can be served efficiently and profitability. It is,
deciding on market coverage strategies.
Positioning is a market attraction strategy, which
involves placing the brand in the minds of the
customers in the target market.
8. SEGMENT MARKETING
buyers differ in their needs, wants, demands
and behaviors
need for segment marketing arises when:
Consumers have become more diverse,
sophisticated and choosy.
Competition has become tough
9. NICHE MARKETING
Niche is a very small group with a distinctive
set of traits, who seek a special combination
of benefits.
Niche marketing identifies special sub-
groups within larger segments and offers
different products and services.
10. MICRO MARKETING
Micro Marketing involves tailoring products
and programs to suit the tastes of specific
locations and individuals.
Includes local marketing and individual
marketing.
11. Local marketing: It involves and programs to
suit the tastes of specific locations and wants of
local customer groups on a geographical basis.
Individual marketing: Individual marketing is
customized marketing or one-to-one marketing.
Tailoring units, hotels, tourist operators and
doctors provide individualized services. Building
contractors build houses or flats to the specific
requirements of customers.
17. BEHAVIOR SEGMENTATION
When do people buy? Occasions
Why do people buy? Benefits sought
Do they buy? Once? More? User status
How much do they buy? Usage rate
Do they repeat the buy? Loyalty status
Where do they buy? Place-retail outlet.
What do they buy? Products possessed.
18. TARGETTING
Targeting involves evaluating the various
segments and selecting how many and
which ones to target.
Three aspects in targeting are:
Evaluation
Selection
Coverage
24. MULTIVARIABLE SEGMENTATION
THOMPSON RURAL INDEX
Developed by Hindustan Thompson
Associates Ltd.
They compiled a data out of 335 districts,
based on 26 variables
it has strong correlation with 10 selected
agriculture-related variables .
25. Agricultural laborers
Gross cropped area
Gross irrigated area
Area under non-food crops
Pump sets
Fertilizer consumptions
Tractors
Rural credit
Rural deposits
Villages electrified
26.
27. POSITIONING
The act of finding a place in the minds of
consumers and locating the brand therein.
Involves three tasks—
1. Identifying the differences of the offer vis-a-vis
competitors offers.
2. Selecting the differences that have greater
competitive advantage.
3. Communicating such advantages effectively to
the target audience.
29. SELECTING THE RIGHT DIFFERENCES
Attractive — Does it provide value to the
customer?
Distinctive — Is it different from that of its
competitors?
Preemptive — Is it very difficult for
competitors to copy it‟?
Affordable — Can buyers pay for it?
