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rural marketing

Rural segmentation

Raghu6
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rural marketing

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  1. “Theheart ofIndia liesin thevillages……..”

  2. -2 KanakBinayakiya Gautam Chopra Saurabh Chopra Abhay Chawla ChamanTanwar

  3. Whatare Rural Areas? 🠶In general,aRuralareaisageographicareathatislocated outside townsandcities. 🠶AsperCensus:Any habitationwithapopulationdensity of less than 400 per Sq.Km,isknownasRural.

  4. RuralMarketing 🠶Ruralmarketingisaprocessofdeveloping,pricing,promoting, anddistributingruralspecificgoodsandservices leadingto desiredexchangewithruralcustomerstosatisfytheirneeds andwants,andalsotoachieveorganizationalobjectives.

  5. Nature Of Rural Market 🠶TraditionalOutlook 🠶Risingliteracylevel. 🠶Diversesocio-economicbackground 🠶Infrastructuralfacilities

  6. Attractivenessof ruralmarket Ruralmarketshavebecomethenew targetstocorporate enterprises for tworeasons: Urbanmarkethasbecomecongestedwithtoomany competitors. Themarkethavereached anear saturationpoint.

  7. Benefits ofruralmarketing • Sizeofruralmarket • Employment • Betterliving • Contributiontonationalincome • Increaseinfarmincome

  8. Problem and difficulties faced in ruralmarketing 🠶Lackofpropercommunication. 🠶Distributionproblem. 🠶Lowliteracylevel. 🠶Lackofadequatetransportfacilities. 🠶Lackofproperretailoutlets

  9. Various factors which have made rural markets viable Largepopulation Remotenessis nolongeraproblem Growthin consumption Life-stylechanges Market growthrateshigherthanurban Ruralmarketingisnotexpensive

  10. 4AModel

  11. 4A’s 4P’s Price Place Promotion Product Affordability Availability Awareness Acceptability

  12. Affordability Challengeistoensureaffordabilityoftheproductor service. Ruralpeople have low disposable income. Products needto beaffordabletoconsumerwhoare daily wagers. E.g.Coca-Colaintroduced 200mlbottleatRs.5

  13. Affordability

  14. Availability Greatestproblemis toreachtocustomerorretailer. Challengetoreachfarflungvillages. Productsreachesthecustomerslate. Reachingthemarketshouldbeconsidered.

  15. Awareness • The mainwayof reachingthe customeristhroughthe • commercialonmedialiketelevision ,radioandoutdoor. • Lackofmediasourceinruralareas • Coca-ColausesacombinationofT.V.,cinemaandradioto reach 53.6percentofruralhouseholds. • Itdoubleditsspend onadvertisingonDoordarshan,which alonereached 41% ofruralHouseholds

  16. Awareness

  17. Acceptability • Thecustomershouldfeelthattheproductisdesignedas pertheirneeds. • Thecustomershouldfeeltheproductfamiliarandthere should notbeanyhesitationto goforit. • E.g.:-LGElectronics.In1998,it developedacustomized TVfortheruralmarketandnameditSampoorna,which wasagreatsuccessduetosaleof1,00,000setsin the veryfirstyear.

  18. Acceptability

  19. Difference Between Rural And Urban Marketing

  20. Initiatives takenforruralmarketing[HUL]

  21. Introduction 🠶 AnambitiousventurebyHLLtospurgrowthandpenetration ofitsproductsinruralIndiawhilechanginglivesandboosting incomes. 🠶SalesandDistribution initiative–deliversgrowth 🠶Communicationinitiative–buildbrand 🠶Micro-enterpriseinitiative–createslivelihoods 🠶Socialinitiative–improvestandardofliving inrural India

  22. Objectives 🠶Businessobjective: 🠶 To extend HLL's reach into untapped markets and to develop its brands through local influencers. 🠶To reach100millionconsumersby2006 🠶Socialobjective: 🠶 To providesustainablelivelihoodopportunitiesforunderprivilegedrural women. 🠶 To scale up thenumber of Shaktientrepreneursfrom 12000(2004)to 25000 (2006)

  23. ProjectShakti: ConsumerMarketingChannel HLL Shakti (Manufacturer) Retailers Entrepreneur s SHG Consumers • IntegratedMultichannel • System

  24. References 🠶 https://www.scribd.com/doc/2462654/4-A-s-of-rural-market 🠶 http://managementstudiesentries.blogspot.com/2008/12/4-ps-and-4-as-of-rural- marketing.html 🠶 http://www.saching.com/Articles/4A-s-of-Rural-Marketing-501.html 🠶 http://www.authorstream.com/Presentation/khannadeemco-1601003-rural- marketing-ppt/ 🠶 http://www.hul.co.in/sustainable-living/casestudies/Casecategory/Project- Shakti.aspx 🠶 http://www.managementexchange.com/story/doing-well-doing-good-changing- lives-rural-india

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