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RURAL MARKETING

STRATEGIES
• Segmentation of Rural Market.

• Competitive Strategy based on five force


model

1) Supplier – who can serve cheap quality
raw material.
 2) Customer Power – Good quality products
to be served to enhance customer power.
 3) Potential Entrants – By being in rural
area first and buliding good relations, so that
chances of new entrants will be less.
 4) Substitute Products – Company must
have adequate strategy to conter the problem
of substitutes.
 5) Competitors – Brands rarely compete
RURAL MARKETING
STRATEGIES
• Product Strategy
 Understanding of Valued Product
 Small Size Packaging
 Low-Priced Package and Product
 Rough and Tough
 Utility Oriented
 Logos and Symbols
 Branding Strategies

RURAL MARKETING
STRATEGIES
• Pricing Strategy
 Low Pricing (Rs. 5 price point)
 Cost Saving in Packing

RURAL MARKETING
STRATEGIES
• Distribution Strategy
 Ensuring Reach and Visibility
 Reaching upto
Mandis/Towns/Semi-Urban Centres
 Targetting Larger Villages
 Understanding of Peak Seasons
 Delivery Vans
 Sales Women Network
RURAL MARKETING
STRATEGIES
• Distribution Strategy
 Collaboration for Distribution.
 Converting Unorganised Sector
Manufacturers into Distributors.
 Company’s own distribution
network.
 Haats.
 Melas.
RURAL MARKETING
STRATEGIES
• Promotion Strategy - Types
 Television
 Cinema
 Radio
 Print Media
 Hoardings
 Promotion in Melas/Haats etc.
RURAL MARKETING
STRATEGIES
• Promotion Strategy - Ways
 Direct talk with traders, co-operative
societies
 Contacting friends and relatives
 Village fairs
 Towns and Village market days
 Agents (Commission Basis)
 Agriculture Magzines
 Hoardings in towns, villages and highways
 Wall writings
 Ad. In tent cinemas
 Audio visual displays
 Use of local language
Other STRATEGIES TO BE
FOLLOWED
 Dynamics of rural markets differ from other market
types, and similarly, rural marketing strategies
are also significantly different from the marketing
strategies aimed at an urban or industrial
consumer.

 Rural markets and rural marketing involve a


number of strategies, which include:

• Client and location specific promotion


• Joint or cooperative promotion..
• Bundling of inputs
• Management of demand
• Developmental marketing
• Unique selling proposition (USP)
• Extension services
• Business ethics
Contd….

• Client and Location specific promotion involves a


strategy designed to be suitable to the location
and the client.

• Joint or co-operative promotion strategy involves


participation between the marketing agencies
and the client.

• 'Bundling of inputs' denote a marketing


strategy, in which several related items are
sold to the target client, including
arrangements of credit, after-sale service, and
so on.

• Management of demand involve continuous


market research of buyer’s needs and problems
at various levels so that continuous
improvements and innovations can be
undertaken for a sustainable market
Contd….

• Developmental marketing refer to taking up


marketing programmes keeping the
development objective in mind and using
various managerial and other inputs of
marketing to achieve these objectives.

• Media, both traditional as well as the modern


media, is used as a marketing strategy.

• Unique Selling Propositions (USP) involve


presenting a theme with the product to attract
the client to buy that particular product. For
examples, some of famous Indian Farm
equipment manufactures have coined catchy
themes, which they display along with the
products, to attract the target client, that is the
farmers. English version of some of such
themes would read like:
• The heartbeats of rural India
• With new technique for a life time of company