This document discusses rural marketing strategies in India. It notes that companies are expanding to rural markets due to saturated urban markets and rising incomes in rural areas. It identifies key aspects of rural marketing as the 4P's (Product, Price, Place, Promotion) and 4A's (Availability, Affordability, Acceptability, Awareness). Challenges include low literacy, lack of infrastructure, and cultural diversity. Suggestions include using local salespeople and media, demonstrations, and focusing on distribution and awareness campaigns. An example highlights Asian Paints' strategies like wall paintings and working with local leaders to expand in rural villages.

2. Flow of Contents
 Why Companies go rural?
 The 4P’s and 4A’s
 Mass Media
 Rural Marketing Strategy
 Problems in Rural Marketing
 Suggestions for Rural Marketing
 Key Takeaways
 Examples

3. RURAL MARKETING
658669 Villages, 604 districts, 700 million people, a
myriad of languages and a host of traditions.
The real Bharat.
Explore the rural markets,
Do Not exploit them.

4. Why Companies go rural?
 Saturated urban markets
 A huge untapped market
 Rising disposable incomes

5. The 4P’s and 4A’s of the Rural
Marketing
 Product
 Price
 Place /Distribution
 Promotion
Therefore all these aspects, especially 4A’s impact and
increase the sales and visibility of their respective
products in rural markets.
 Availability
 Affordability
 Acceptability
 Awareness

6. TELEVISION
Mass Media (Conventional)

7. VIDEO ON
WHEELS
Mass Media (Conventional)

8.  Print
 Radio
 Cinema Theatres
 WOM
Mass Media (Conventional)

9. PUPPETRY
HAATS AND
MELAS
Traditional Media (Non Conventional)

10. Traditional Media (Non Conventional)
WALL
PAINTINGS

11.  Folk Theatre
 Demonstrations
 Post Cards & Posters
 Booklet / Calendars
Traditional Media (Non Conventional)

12. Rural Marketing Strategy
• Best promotion and quality perception.
• Easy-Way Communication especially for Rural
Market .
• Changing Pattern of Rural Customers.
• Promoting Products and Services with right
person in Case of Celebrity Endorsement .
• Patriotism with Products and Services .
• Promoting Indian Sports Team.

13. Three stages of rural marketing
 The Planning Stage
 The execution & implementation stage
 The Feedback Stage

14. Problems in Rural Marketing
•Deprived People and Deprived Markets
•Lack of proper communication facilities
•Low Levels of Literacy
•Prevalence of spurious Brands
•Transportation and warehousing
•Ineffective distribution channels
•Languages and diversity in culture
•Dispersed markets

15.  Some of the leading companies must delivery vans in
rural areas for resolving the distribution problems.
 The companies must take care about the recruitment
& selection of sales persons who are willing to work in
rural areas. {local language & patience}
 With reference to marketing communication in rural
areas the companies should use the organized media-
mix policy.
 Rural people need awareness classes & demonstrations
for better understanding
20 May 2015
Suggestions for Rural Marketing in
India

16.  The rural marketing in India is quite fascinating and
challenging.
 Large scope for the marketers. Improvement in
infrastructure and reach promise a bright future for
those intending to go rural.
 Rural market is not exploited completely and is yet
to be explored.
20 May 2015
Key Takeaways

17. Examples - Asian paints
 Sale of Distemper in rural
villages by Asian paints
 65 % Unorganized market in the
rural areas
 Low pricing in the market – Rs. 16
-20
 Uniform Quality
• Asian Paints Strategy
 Introduction of character Gattu
 Wall painting strategy
 Opinion leaders
 Gram sewaks, postmen and womans
groups