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RURAL

MARKETING

MIX
MARKETING MIX

‘a series of interconnected and


interdependent marketing issues


that need to be considered
together’.

‘the set of actions, tactics, tools or


variables that a company uses to


promote and sell its brand or
product in a market’.
P’s of Marketing

P’s Variable
Product Features, Packaging, Quality and Range.

Price Price Level, Credit Terms, Price Changes,


Discounts.

Place Location, Distribution Channel.

Promotion Advertising, Publicity, Sales Promotion and


Personal Selling.
RURAL MARKETING MIX

MIX DESCRIPTION

1)PRODUCT Need based consumption, Multiple use, Tough


& Rugged, Price worthy.

1.a) BRANDING Products and Brands that have higher social


acceptance. ( Making them change their
product or brand is difficult )
1.b) PACKAGING Smaller packs, To resolve storage problem,
Color & Convenience, Local language on the
pack.
RURAL MARKETING MIX STRATEGIES

PRODUCT STRATEGIES

A) New/Modified product designs. B) Sturdy products.


NOKIA 1100 – Dust resistant, Rough handling, transportation
Torch for power failures. and storage. PCs – do not require
air conditioner, handle voltage
fluctuations, operate on battery.

C) Utility oriented products. D) Refill Packs and Reusable


Packing.
E) Application of Value Engineering. F) Small Unit Packaging.
Cheaper Raw material, Maximum
Functions.
RURAL MARKETING MIX

MIX DESCRIPTION
PRICE Following their income level, spending
priorities in order of their needs, little extra for
better quality but preferably towards lesser
price, prices of the substitutes.
RURAL MARKETING MIX STRATEGIES

PRICING STRATEGIES

A) Large Volume – Low Margin. B) Passing on benefits to the


consumers.
C) Small Unit/Volume – Low Price. D) Ensuring Price Compliance.
RURAL MARKETING MIX

MIX DESCRIPTION
PLACE Role of retailers, reach of distribution
channels.
RURAL MARKETING MIX STRATEGIES

PLACE STRATEGIES

SEGMENTATION
 B) COVERAGE OF VILLAGES
WITH 2000 POPULATION OR
C) DISTRIBUTION UPTO MANDIs MORE.
D) JOINT DISTRIBUTION BY
NON-COMPETING
COMPANIES.
E) DIRECT REACH TO RURAL F) HAATS
RETAILERS AND SUB-
RETAILERS
G) AGRICULTURAL INPUT H) POST AND TELEGRAPH
DEALERS DEPARTMENT
INFRASTRUCTURE.
I) ALTERNATIVE DISTRIBUTION J) E-MARKETING
CHANNELS.
RURAL MARKETING MIX

MIX DESCRIPTION
PROMOTION MEDIA VEHICLES
TV, RADIO, PRINT, CINEMA,
WALL/HOARDINGS, BUS STAND/BUS
PANNEL, HAATS, JEEP BASED, SHOP
FRONT, VAN BASED, MELAS,
EXHIBITIONS, LEAFLETS, POSTERS, Etc.
RURAL MARKETING MIX STRATEGIES

PROMOTION
STRATEGIES
Think Global – Act Local B) Think in Local Idiom
( Family Bonding – Local ( Thanda Matlab Coca-Cola )
language ) and Clarity
C ) Simplicity D) Narrative Story Style
( Bingo – Passport Puchu To)
E ) Choice of Brand Ambassadors
Additional P’s of Rural
Marketing
1 PASSION
 To earn goodwill for the company –
attracting, converting and retaining the
rural consumers.
 To educate the consumer.
 To give 100% to the rural marketing
effort.
2 PACE
 Speedily catch the market in all possible
ways.
III) POSITIONING
A’s of Rural Marketing Mix

 Affordability

 Availability

 Awareness

 Acceptability