Rural Marketing- Acceptability for a product

Rural Marketing

Acceptability for a Product

Presented by:Priya Soni

E-mail: priyasoni.9189@gmail.com

Each Company is making their way to Rural India. Most of

them have studied the market and Analyzed the things over

there and ready to fight at Rural India. There are some of the

companies which have already written their success stories

in Rural market. Companies like HUL, ITC, LG, Mahindra

have given a new format for rural marketing. They have done

a great job. So, the marketing is always have the difference

in Urban and rural, which makes the companies to think over

the Marketing mix.

Introduction

Availability

Affordability

Acceptability

Awareness

4 A’s of Rural Marketing

What is Acceptability?

A series of pre-defined standards related to the performance of an individual product, service or system that enables someone to eas-ily determine the capability to perform its function within an acceptable range.

What is Acceptability?

The customer should think that they can buy the product by putting an extra money on that.

They should feel that the product is designed as per their needs.

It should deliver a great solution to the customer.

They should think that the product gives some value to them.

It should serve the purpose what they are planning to buy for.

The customer should feel the comfort with the product and there should not be any hesitation to go for it. 

The customer should think that they can buy the product by putting an extra money on that.

Company: Tata Chemicals

Industry seg.: consumer goods

Product: Water Purifier

Description: Swach range of water purifiers promise pure drinking

water to the rural people at a very low cost of INR 999. It does not

require running water or electricity to provide harmless, bacteria-

free drinking water.

Tata Swach

Company: HUL

Industry seg.: FMCG

Product: Khushiyon ki Doli

Description: The multi-brand rural engagement module-

Khushiyon ki Doli- initiated by HUL, provides various personal

care and home care brands such as Wheel, Surf Excel, Fair &

Lovely, Sunsilk, Vim, Lifebuoy and Close Up.

The customer should feel that the product is designed as per their needs.

Khushiyon Ki Doli- HUL

Company: ITC

Industry seg.: Agriculture

Product: e-chopal

Description: An initiative by ITC, e-Choupal aims to em-

power farmers with up-to-date agricultural and marketing infor-

mation through access to internet and computers. The cam-

paign was launched in 2000 and targets to empower 10 million

farmers by 2012.

The product should deliver a great solution to the customer.

E-choupal by ITC

The customer should think that the product gives some value to them.

Company: Hero-Honda

Industry seg.: consumer durable

Product: Splendor

Description: Hero Honda Motors Ltd., a joint venture be-

tween India's Hero Group and Japan's Honda Motor Co., has

bet big on rural India by selling fuel-efficient motorcycles de-

signed for shallow pockets. The Splendor, costs US$ 800.

Hero Honda- Splendor

The product should serve the purpose what they are planning to buy for.

Company: Godrej & Boyce

Industry seg.: consumer durables

Product: ChotuKool Refrigerators

Description: Powered by battery, a perfect refrigerator for ru-

ral population. Does not require regular electricity supply unlike

the conventional models.

Godrej- ChotuKool

The customer should feel comfort with the product and there should not be any hesitation to go for it.

Company: Nokia

Industry seg.: Software

Product: Nokia Life Tool

Description: The mobile application, launched in June 2009,

empowers people to have access to agricultural, educational

and entertainment content.

Nokia Life Tools

Thank You