Presentation ON RURAL MARKETING

SAMIR GOKARN (9094) MARKETING 2009- 11

RURAL

MARKETING

1 . Introduction 2 . Analyzing environment 3 . Consumer behavior 4 . Real ( fake ) competitors 5 . Developing products & services 6 . Distribution channels 7 . Communication channels 8 . New marketing trends 9.

INTRODUCTION
DEFINATION:- for our purpose we define
rural marketing as any marketing activity in which one dominant participant is from rural areas . ( to and fro / input & output ).

OPPORTUNITY THREATS SIZE (70%)

. Non Uniform COSUMPTION growth rate(5) . Offering & price

Analyzing Environment
1 . Demographic environment 2 . Economical environment 3 . Social - cultural environment 4 . Natural environment 5 . Technological environment 6 . Political & legal environment

Consumer Behavior
more relaxed than urban consumers . more trust towards governments offering . more brand loyal . more price sensitive . low and seasonal income . more preference towards bold & primary color .( red , green , yellow )

Real ( fake )

Competitors
is not brands .

Fact is this that the major competition with other brands but from the fake
_____

REASONS

FOR

THIS ?

_____________________________________________________ ____ There are mainly three types of fake brands are present in rural market :

1 . LOOKE ALIKE scheme , packaging ) 2 . SPELL ALIKE pentane ) 3 . DUPLICATES

( CLONES - brand name , color ( Eg .- pantene (Exact copy )

SOLLUTION TO THESE PROBLEMS

STRENGTHEN THE DISTRIBUTION NETWORK MAKE THE PACKAGING TAMPER PROOF ( Holograms )

Developing products & services

a ) through appropriate modification b ) by developing specific products services for rural markets . and

_____________________________________________ __________________
q PRODUCT DESIGN q PACKAGING lifebuoy, coca cola). q BRAND IDENTITY q MODIFIED SERVICES choppal, (according to environment ) (robust, LUP- sachets/ (color, logo, size). ( Grameen Bank ,ITC-e

Distribution Channels
Need to develop efficient and cost effective models of distribution .

q HUB and - SPOKE distribution channels) q MOBILE SHOPS / OFFICES . q HAATS q MANDIS q MELA
q

model.(traditional

(42,000) (6,800) (25,000)

Communication Channels
Given the number and variations in the spoken language , and the complexities due to culture . developing and executing communicating strategy for the rural market is challenging task for marketers .

STRATEGIES :-( use the combination of different methods and media ) q Product demonstration in haats , mandis , and melas . q loan and exchange mela q service camp to create brand awarness and loyality . q mobile video shows . q audio jingles , magic shows , folk theatre .

New Marketing Trends

NEW PRODUCT DEVELOPMENT STRATEGY. NEW DISTRIBUTION CHANNELS. NEW MEANS OF COMMUNICATION. MARKETING ETHICS.

EXAMPLE:-

TRADITIONAL MOBILE TRADERS (PHERIWALA) 400,000.(HUL, EMAMI) HONEY BEE MARKETING.

The scheme ensures genuine product availability for the village population , a guaranteed income to the participating individuals , and at same time enabled the company to extend its market into the rural interiors effectively .

THANK YOU