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Rural marketing is the study of all the Activity , agency and policy involved in the procurement of farm inputs by the Farmers and the movement of rural products from farmers to consumers.
Types of rural goods
Industrial goods:- Industrial rural goods are those use for further industrial processing. e.g. tabacoo, fibre crops like cotton and jute.
Consumer goods:- Goods are mean for direct use like all foodgrains, dairy product, poultry products vegetables and fruits.
Problems in rural Market
Lack of proper communication
Distribution problem
Seasonal demand
Low literacy level
Socio-cultural differences.
Variation in population size.
Difference in levels of infrastructural development
Variations in literacy levels
Differences in income levels
Family structure
Demographic Segmentation
Age & Life CycleFamily StructureIncomeGenderLand ownershipOccupationEducation and House TypeReligion & Caste
4 P’s with 4 A’sProduct – Acceptability
Price – Affordability
Place – Availability
Promotion - Awareness
BIJLI
SAMPOORNA
MAHASANGRAM
SAPNO KA GHAR
Launched New Refrigrtor for Rural and Semi urban market priced at 10,000
Range of TV’s with Devnagri script on display Priced at 12,000
Focusing on rural town with population less than 5000 with model of color TV priced at 8000
Road Show in semi urban & Rural with mid priced consumer durables to provide Touch & Feel experience
Har Gaon Har angan
Panchayat scheme
Ghar Ghar ke
pehchan
Mera sapna meri
maruti
To tap the vast potential of the rural market.
Its aimed at taking highly accomplished product like Santro into the depth of rural India.
It gives Rs 2,000 as incentive on every buy of a Spark
To build an ongoing relationship with millions of households in rural India.
Samridhi
TATA MAGIC
Gold Plus
An initiative of Mahindra Farm Equipment, eyes having 600 Mahindra Samriddhi centres.
Titan Industries’ GoldPlus is designed for the jewellery preferences .
TATA’s Rural Transport Vehicle for Rural and Semi Urban Landscape
Parachute
ASHA
Anti Loose Campaign and Temper proof Packaging in Smaller Variants
Low cost snacks & Beverages. Especially for girls aged between 12- 16.
E- Choupal
Chick
Chota Coke
Great Value Product
A rural shopping mall where farmers can sell their commodities.
Launched Coca Cola in Rs 5 with tag line “Thand Matlab Coca Cola”
low-priced FMCG products aimed at rural market.
CavinKare educate people on how to use shampoo through live ‘touch and feel’ in Rural Folks
Utsav
Miss Palampur campaign
Met Suvidha
Kamdhenu campaign
A Range of Colour solution intended for the Rural Mass & Market
“ Miss Palanpur “ eyeing to captured Rural Mass Market
It is a participating flexible Endowment Plan that combines savings and security.
A unique high-impact marketing and sales campaign through cattle loans to farmers
Agriculture Goods
Agriculture sector contributes 18.1% GDP in India as on 2011.
India is ranked second worldwide in farm output.
India is largest producer of many fresh fruits, vegetables, milk, fibrous plants.
India is 2nd largest producer of rice and wheat.
cont…
India is third largest producer of dry fruits.
World 5th largest producer of 80% agri. produce.
World 5th largest producer of livestock with fastest growth rate as on 2011.