ruralmarketing-101114004412-phpapp02

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Ru r a l Ma r k e t i n gPresented By:

Lija.VMohamed Musthafa.S

Muhammed Shahid.P.KPrakash.RPrasanth.P


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Marketing

MeaningMarketing touches every aspect of our lives, from our

very birth to death

Our entire life, Our life styles and our existance arecontinously affected by marketing

Marketing is the business of making the consumersknow about the product & finaly inducing them to buy it.


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Definition

Marketing is social & managerial process by

which individuals & groups obtain what theyneed & want through creating & exchanging

products and value with each others

Philip Kotler


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Why Marketing???

Increasing Consumption

Creation of goodwill

Profit through customer satisfaction

Providing wide choice of goods

Improving Quality of life

Retaining customers


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Rural Marketing

MeaningPlanning & Implementation of marketing

function for Rural Areas

DefinitionRural marketing has been defined as the

process of developing, pricing, promoting,

distributing, rural specific goods & servicesleading to exchange between urban & Ruralmarkets, which satisfies consumer demand & alsoachieves organizational objectives


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Evolution of Rural Marketing

Phase I ( From independence to Green Revolution)

Phase II (Green Revolution to Pre-Liberalization

Period)

Phase III (Post-Liberalization Period to 20th Century)

Phase IV (21st Century)


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Approaches For Segmenting the Rural Markets Of

India

Based on size of village population

Based on location with respect to near by town Villages Near Urban Centres

Villages in Developing Districts

Immobile & Self Sufficient Asiatic Villages


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Approaches For Segmenting the Rural Markets Of

India

Based on Sociological Charecteristics

Proprietors of land

Rich Farmers

Agricultural Labours

Based on Income

Rural Rich Consumers

Rural Consumers above Poverty line

Rural Consumers around Urban area


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Challenges In Rural Marketing

Distribution

Understanding the Psyche of the rural consumer

Limited Knowledge

Communication

Cost per Contact


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Challenges In Rural Marketing

Sale of Fakes & Spurious Products

Budgetary Allocations

Urban Orientation & Bias

Lack of Right Competence & Commitment atFrontline level


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Rural Marketing Strategies

Rural marketing Segmentation

Occupational Segmentation

Sociological Segmentation

TRMI

Lin Quest

MICA Rating


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Strategies

Product Strategies Small Size packings

Low priced package & Products

Product Design

Usable Products

Brand Image


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Strategies

Pricing Strategies

Low Pricing

Cost Saving in Packing

Conversions


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Strategies

Promotion Strategieso Cinema

o Television

o Print Media

o Hoardings


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Opportunities in Rural Markets

Rising Rural Prosperity

Lesser dependence on Agriculture & Monsoon

Increasing Rural consumption

Rural Marketing Efforts

Increasing Sale of Branded Products

Large Population


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Recent Trends In Rural Marketing

Online Rural Market

Information Through Local

Agriculture Input Dealers

Need Based Production

Market Driven Extension


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Recent Trends In Rural Marketing

Rythu Bazaar

Rural Agri- Exports

Integrated Marketing

National Institute of Agricultural Marketing


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Conclusion

Rural markets, as part of any economy, haveuntapped potential. There are several difficulties

confronting the effort to fully explore rural

markets. The concept of rural markets in India,

as also in several other countries, like China, isstill in evolving shape, and the sector poses a

variety of challenges, including understanding

the dynamics of the rural markets and strategies

to supply and satisfy the rural consumers.


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Any

Queries???


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Documents

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