Rural Marketing Strategies, The future of rural MarketingConsumer Buying Behavior. Presentations By Rajendran Ananda Krishnan, https://www.facebook.com/ialwaysthinkprettythings

1. Rural Marketing-
The future of Rural Marketing
RAJENDRAN ANANDA KRISHNAN.
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2. Topics to be covered
 The future of Rural Marketing : Introduction,
Focused Marketing Strategies, Market Research,
Consumer Finance, Rural Vertical
 Retail and IT Models, Rural Managers, Glamorize
Rural Marketing, Public Private Partnership.
 E-Rural Marketing
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3. Focused Marketing Strategies
 Product – Developing relevant products to meet the
specific needs of rural consumers will exercise the minds
of marketers. For eg. We know that voltage fluctuation is
a major problem in our villages, because of which bulbs
last but a few days. Companies will put their R & D teams
to develop filaments that can withstand violent
fluctuations, thereby extending the life of the bulb.
 Price – As rural incomes continue to rise in the coming
years, we may see the share of low unit packs coming
down somewhat and economy packs gaining share. Also
as the reach of media and awareness level improve, we
are likely to see companies shift their focus from trade to
consumers.
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4.  Distribution – Challenge of reach will be addressed
through innovation. Project Shakti of HUL is one such
successful example. Nehru Yuva Kendra ‘volunteers’
model through haats being piloted by MART for Colgate,
is another such new model. Amway is already selling bio-
fertilizers in rural India, through its famous multi-layer
distribution model.
 Communication – Indian advertising industry has to
be firmly grounded in rural perception, values and
traditions. It has to drown itself in local colors, customs
and modes of communication, to make itself relevant to
rural society. It has to gain the trust of masses, by
undercutting excessive dependency on western
advertising.
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5. Rural Vertical
 The CEO would need to articulate a strong
commitment to rural marketing, only then will the
marketing team give its focused attention and
sustained support to this growing market segment.
 HUL has already created a separate rural vertical
with a team of RSMs, ASMs, SOs and RSPs
committed exclusively to servicing the rural market.
Rural has been given separate sales targets and the
company is in the process of allocating separate sales
promotion and advertising budgets for this market.
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6. Retail and IT models
 IT and connectivity impact the way business is done.
Today with STD facility, the retailer can dial the
town distributor instantly and fresh stocks would
reach him in just a couple of days, because of better
road connectivity.
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7. Benefits of IT Driven business strategy
 Ease of access
 Up-to-date content
 Layout, design, consistent themes
 Easy navigation
 Higher interactivity
 Access through multiple media
 Higher use of non-textual information
 Multiple languages
 Lower transaction cost.
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8. Public-Private Partnership
 Companies would join hands with the government in
self-interest to increase the size of the pie, by
creating economic activity in villages through micro-
enterprises and mainstream these efforts, by linking
them with large industry.
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9. ICT Initiatives in Rural Markets
 ITCs e-choupal
 N-Logue communications – Business of providing
Internet, voice, e-governance and other rural
services through a network of Local service
providers.
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