1. Rural Marketing Aurora’s School of Business www.adhyaapan.in

2. Rural Marketing www.adhyaapan.in

3. Expand NABARD Name any two objectives of NABARD What is the function of NABCONS? What is the function of NABFINS? Mention any 3 thrust areas of NABARD NABARD www.adhyaapan.in

4. Government Interventions Bharat Nirman NREGA NABARD Corporate Initiatives Project Shakti e-Choupal India Agriline SKS Microfinance Focus Areas www.adhyaapan.in

6. 638,365

7. Population

8. 742 million (72%)

9. Sex ratio

10. Females per 1000 males

11. Overall – 933

12. Urban – 900

13. Rural – 946

14. 1161 people / villageSome facts and figures www.adhyaapan.in * Census of India

16. Rs. 3230/HH(‘95) to Rs. 3384/HH(‘99)

17. Population BPL

18. Rural – landholding, type of house, clothing, food security, sanitation, consumer durables, literacy status, labour force, means of livelihood, status of children, type of indebtedness, reasons for migrations(score 0:4, total < 15/52)

19. Urban - roof, floor, water, sanitation, education level, type of employment, and status of children in a house

20. 1983-1994-2000

21. 252-244-193million

22. 46-37-27%

23. Human Development Index

24. Life Expectancy at birth, Knowledge & Education, Standard of Living

25. 1981-1991-2001

26. 0.30-0.38-0.47Why Rural Marketing? www.adhyaapan.in * Census of India

27. Demographic Infrastructure Occupation Housing Income Education Rural vs. Urban www.adhyaapan.in

29. India stats

30. Overall density

31. 325/sqkm

32. New Delhi – 9340

33. Bangalore – 8231

34. Mumbai – 21880

35. Hyderabad – 16988

36. Nalgonda – 227

37. Ranga Reddy District – 468

38. Prakasam – 173Src: Census of India 2001, APOnline “Rural” www.adhyaapan.in

39. “Rural” www.adhyaapan.in

40. Pre 1960s Agri inputs in rural markets Agri products in urban markets 1960s to 1990s Green Revolutionbr />Agri inputs – including technology Post 1990s Durables Consumables Urban focus due to globalisation Rural Marketing www.adhyaapan.in

42. Rural to Urban

43. Urban to Rural

44. Rural to Rural

45. Evolution

46. Green Revolution

47. Origin?

48. Norman Borlaug(1943)

49. Results?

50. High-yielding wheat, rice

51. Fertilizers

52. Pesticides

53. Farm EquipmentRural Marketing www.adhyaapan.in

55. Demographic

56. Age

57. ~48% < 20 yrs

58. Education

59. 1981-1991-2001

60. 35-45-59%

61. Housing / Infrastructure

62. Type of houses

63. Economic

64. Income / Type of expenditure

65. Income type“Rural” Market www.adhyaapan.in

66. “Rural” www.adhyaapan.in

67. Income Type www.adhyaapan.in

68. Income Type www.adhyaapan.in

69. Income Pattern www.adhyaapan.in

70. Income Pattern www.adhyaapan.in

71. 92% of wage earners < Rs. 70,000/- pa 75% of cultivators < Rs. 70,000/- pa 41% of professionals > Rs. 105000/- pa 74% of shopkeepers < Rs. 70,000/pa Occupation vs. Income Level www.adhyaapan.in

72. Rural Market – Physical Environment www.adhyaapan.in

73. Market Influencers Socio-Cultural Caste Technological Green Revolution White Revolution “Rural” Market www.adhyaapan.in

74. Rural Infrastructure www.adhyaapan.in

75. Communication Post Offices Radio Television Print Media Telecom Mobile / Fixed Line Rural Infrastructure www.adhyaapan.in

76. Health 3-tier Primary Healthcare Sub-Centre(SC) Primary Health Centre(PHC) 4-6 beds 14 staff – paramedics, etc. Community Health Centre(CHC) Rural Infrastructure www.adhyaapan.in

77. Marketing / Distribution Mandi Agri markets by state govts to procure farm produce Agriculture Cooperative Network of cooperatives Haats / Melas / Jataras Seasonal / periodic markets Rural Infrastructure www.adhyaapan.in

78. Infrastructure: Bharat Nirman, PradhanMantriGramodayaYojana(rural housing – 2001-02) Employment: PradhanMantriRozgarYojana, Swarnajayanti Gram SwarojgarYojana(self-employment) Food Security: SampoornaGrameenRozgarYojana Finance: NABARD(Kisan Credit Cards) Govt. Interventions www.adhyaapan.in

79. Consumer Behaviour Calvin and Hobbes www.adhyaapan.in

81. How individuals decide how to spread their resources to consume goods / services

82. What they buy

83. Why they buy it

84. When they buy it

85. Where they buy it

86. How often they buy it

87. How they use it

88. How often they use itConsumer Behaviour www.adhyaapan.in

89. Consumer Behaviour The Buying Process www.adhyaapan.in

91. Visuals, ads, packaging, etc

92. Perception

93. Awareness of stimuli

94. Interpretation of stimuli

95. Attitudes

96. Beliefs, feelings, values, etc.

97. How to change attitudes?

98. Change effect

99. Classical conditioning / Pavlov’s dog

100. Change belief

101. How can marketing change beliefs?

102. Coke

103. Tide

104. Surf

105. Pepsodent

106. Axe

107. Change behaviourInfluences on Consumer Behaviour www.adhyaapan.in

109. Types / Levels

110. Basic

111. Security

112. Social

113. Esteem

114. Self Actualisation

115. Social Class

116. Influence Group

117. Reference Groups

118. Opinion Leaders

119. Innovations

120. Crossing the chasmInfluences on Consumer Behaviour www.adhyaapan.in

122. Influencer

123. Decider

124. Buyer

125. Userwww.adhyaapan.in

127. What goods / services?

128. Why?

129. Wrong product

130. Wrong time

131. Wrong price

132. Could have waited for a newer version

133. Purchase considered unacceptable

134. Pre & Post Purchase

135. Pre – Wide range of choices

136. Post – Stuck with what has been boughtPost Purchase Behaviour www.adhyaapan.in

137. Post purchase behaviour Price comparison With other products / models With other buyers Opportunities for marketers Post purchase service call Buyer’s Remorse www.adhyaapan.in

138. Targets / Guidelines 40 litres potable drinking water per capita per day for humans 30 litres for animals in hot/cold deserts One hand pump(12 litre/ min) for every 250 people Issues Excess ground water extraction, insufficient recharge Continuous / Online monitoring – Panchayat level Training, financial assistance, and water-testing kits Bharat NirmanProject – Water www.adhyaapan.in

139. Bharat Nirman Project – Water Quality www.adhyaapan.in

140. Programme Evaluation Organisation “Evaluation Study on Rural Roads Component of Bharat Nirman” – PEO Report No. 210, May 2010 Bharat Nirman – Roads www.adhyaapan.in

141. Overall Satisfaction – 91.1% Bihar – 34% Assam – 16% Overall Achievement – 66% “Completed In Time” – 20% PGMSY – 7.25% Reasons for Delay Weather conditions Land Acquisition Labour & Material Incomplete Roads – 8% Bharat Nirman – Roads www.adhyaapan.in

142. Impact Access to Educational Institutions Access to Health Care Bharat Nirman – Roads www.adhyaapan.in

144. Market research is the process of gathering, recording and analyzing information about the market

145. Traditional Market Research techniques

146. Questionnaires / Surveys

147. Focus Groups

148. Interviews

149. Observation

150. TrialsMarket Research www.adhyaapan.in

152. Define the problem

153. Determine research design

154. Exploratory, Descriptive, Causal

155. Identify data types & sources

156. Design data collection form / questionnaire

157. Define sample

158. Collect data

159. Analyse data

160. Draw inference / insights & prepare reportResearch Process www.adhyaapan.in

162. Lack of knowledge about MR & techniques

163. Lower literacy levels

164. Social / Cultural

165. Poor awareness / media exposure

166. The Researcher

167. Insufficient understanding of the rural market

168. Demographics

169. Density / SparsityChallenges in the Rural Market www.adhyaapan.in

170. Simplicity Rapport / Relationship Interviews – Individuals vs. Crowds Words of Caution www.adhyaapan.in

171. Research Techniques Faces www.adhyaapan.in

173. Green?

174. Healthy crop

175. Red?

176. Danger

177. Black?

178. Death / Misforture

179. Dark brown?

180. Fertile soil

181. Primary ColoursResearch Techniques *MART: www.martrural.com www.adhyaapan.in

182. Dice Associate each face of die to items Confusing – not all faces visible at once Distribution technique – Ranking Coins Distribute a limited set of coins among items Assign different stacks to different items Research Techniques www.adhyaapan.in

183. Ladder – Ranking Higher rung ~ higher / better rank Research Techniques www.adhyaapan.in

184. Playing Cards – Ranking Ace vs. King Research Techniques www.adhyaapan.in

186. Dividing a heterogeneous group / market into homogenous clusters with significantly similar characteristics

187. Why segment?

188. Identify & fulfill similar needs

189. Communicate effectively

190. Segmentation requirements

191. Viable, Measurable, Distinguishable, AccessibleSegmentation, Targeting & Positioning www.adhyaapan.in

193. Demographic

194. Age, occupation, Income, Education, Religion

195. Psychographic

196. Relating to lifestyle, class

197. SEC(Education of bread-winner, ownership of durables & type of dwelling)

198. R1 / R2 / R3 / R4

199. Behavioral

200. Occasions, etcSegmentation Techniques www.adhyaapan.in

202. Attractiveness

203. Ability / Competence to target

204. Positioning

205. What is?

206. Positioning the product / service offering in the mind of the consumer

207. Develop / Decide Positioning

208. Develop communication strategyTargeting & Positioning www.adhyaapan.in

209. Product Price Place Promotion Marketing Mix www.adhyaapan.in

210. Challenges in the rural context Marketing Mix www.adhyaapan.in

211. Product Category A range of products with an objective to fulfill the same need(s) of the consumer Rural Product Categories FMCG Durables Agri Goods / Inputs Services Product www.adhyaapan.in

212. Graphical Representation? Product Development Product Introduction / Seeding Product Growth / Sapling Product Maturity / Harvesting Product Decline / Withering Product Lifecycle www.adhyaapan.in

213. Purposes of packaging? Protecting Quantifying Cosmetic / Aesthetic Packaging Considerations Size Material Aesthetics Product Packaging www.adhyaapan.in

215. Similar / Identical logo & packaging material, but different name

216. E.gAquifinA – AquafinA

217. Spell alike

218. Vesoline – Vaseline

219. Duplicates

220. Spurious product in original packaging

221. NokiaChallenges – Product www.adhyaapan.in

223. Why?

224. Pricing Objectives?

225. Profit

226. Market share

227. Break-even

228. Pricing Challenges

229. Income Levels

230. Income patterns

231. Discounts / Beneficiaries(Communication)Pricing www.adhyaapan.in

233. Infrastructure – roads, energy, electricity

234. Scattered population

235. Low shop density

236. Channel costs

237. Impact on consumer behaviour

238. Innovations

239. Retail

240. Go-Mobile

241. Existing channelsPlace www.adhyaapan.in

242. Message Medium Source Promotion / Communication www.adhyaapan.in

243. What are the 6 areas of development undertaken in the Bharat Nirman Project? – Name at least 4 Irrigation, Roads, Electricity, Housing, Drinking Water, Telephone Connectivity Bharat Nirman requires a hand pump for how many persons? – i.eone hand pump for every ____ persons 250 Bharat Nirman targets road connectivity to habitations. What is the minimum population of these habitations? 1000; for hilly terrain – 500 Who funds the programmes under Bharat Nirman? In what ratio? Centre : State :: 75 : 25 Name at least 2 types of projects / works to be undertaken under NREGA Quiz 1 www.adhyaapan.in

244. Water Conservation, Water Harvesting Drought Proofing Irrigation Canals / Irrigation Works Irrigation to SC/ST owned land / Indira AwasYojana beneficiaries Water-body renovation / De-silting Land Development Flood Control / Protection – Drainage systems All weather rural roads Any other work notified by Central govt Quiz 1 www.adhyaapan.in

245. Water supply Housing Telecommunication and IT Roads Electrification Irrigation Q1 www.adhyaapan.in

246. water conservation, irrigation, land development, rural roads Q5 www.adhyaapan.in