Rural Marketing

Prof Sugandha Sinha , Assistant Professor

Parul Institute of Management and Research
 Media planning
In the view of marketing, media is the process of marketing communication to
inform, persuade and influence the consumers in the favour of goods and
service.
Objective
It communicates marketing information to consumers, users and sellers
Media persuade and convinces the buyer and influences his behavour to take
desire action
It stimulate demand, capture demand from competition and maintain demand
for the company’s products even in a competitive market situation
 Media Effectivness
Spread and diversity
Low literacy level
Poor infrastructure facilities( road, telecom, electricity)
Different leisure time activities ( no fixed timing, and often requiring work during
nights and in odd hours)
Lack of research data
 Rural media challenges
Spread and diversity
Low literacy level
Poor infrastructure facilities( road, telecom, electricity)
Different leisure time activities ( no fixed timing, and often requiring work
during nights and in odd hours)
Lack of research data
 Rural media strategy

Managing spread and diversity:

Language: message has to be understood
Identifying geographical locations with a larger concentration of rural
consumers
Locating potential consumers with a higher prosperity to spend.

Use of audio-video medium:

Literacy rates being less in rural areas, and TV and Radio having much
more reach in rural masse compared to print media, communication
through electronic media must be given priority over press
 Use of publicity van
Publicity van is one of the effective tools for rural communications.
Example: Agricultural input companies regularly use video vans promoting their product.
Use of publicity vans
 DITRIBUTION IN RURAL MARKETS
• The rural consumer normally purchase their household requirement from village
shop, haats and mandi towns, there are 60 lakh outlets, both in urban and rural
markets in India. Out of this , 36 lakh retail are spread over 6 lakh village and
making the products available in the store shelves is a challenge for the marketers.
• Marketing channel is the route taken by the title to the product as it moves from
the producer and ends with the consumer. It’s a two-way communication.
Consumer purchase goods through such channel and produce reach the consumer
through marketing channels. The channel member consist of wholesalers and
retailers who are middlemen in distribution and they perform all marketing
function.
Organizing personal selling in rural market in India
Personal selling: It is a method of face to face interaction between the employee
and also the prospective client. Through a correct coaching and guide, a salesperson
will be a valuable medium between the vender and also the prospective client.
A good employee is that the one who has thorough information regarding the
product he's about to sell and tries to strike a standard point of link between the
product and also the client needs.
Personal selling in Rural Region
most of the marketers assume personal selling isn't possible in rural areas because
of numerous reasons starting from scattered population to an oversized variety of
villages to be lined.
 DITRIBUTION IN RURAL MATKETS
• Manufacture-consumer
In this case the stocks are directly supplied to the ultimate consumer avoiding
middlemen and their commission. This benefits the consumer as well as the seller.
• Manufacturing-retailer-consumer
here., the stocks are sold to the consumers through a network of retailer.
• Manufacturing-distributor-retailer-consumer
The manufacturer appoints distributor in key markets and these distributor cater
the needs of retailer in villages. This is a popular channel option used by
manufactures`
 DITRIBUTION IN RURAL MATKETS
• Manufacturer-company-depot/ C&F agent-distributor – retailer – consumer
In this case, the manufacturer moves the stocks to company depot/depot operated
by a C&F agent and these depots, stock are supplied directly to distributor, who in
service the retailers.
• Manufacturer-company-depot/C&F agent- rural distributor wholesaler-retailer-
consumers
The manufacturer opens his own depots or appoints C&F agents in state capital or
key cities in each state. The C&F agent, study supply through wholesalers and
retailers to reach the ultimate consumers.
Use of stall and Hatts
Focus on opinion leaders OR references group
 Types of media

Mass media:

Television
Radio
Print
Cinema
Word of mouth
Video on wheels

Traditional mediaWall painting

Channels of distribution.
 DITRIBUTION IN RURAL MATKETS
• Manufacture-consumer
In this case the stocks are directly supplied to the ultimate consumer avoiding
middlemen and their commission. This benefits the consumer as well as the seller.
• Manufacturing-retailer-consumer
here., the stocks are sold to the consumers through a network of retailer.
• Manufacturing-distributor-retailer-consumer
The manufacturer appoints distributor in key markets and these distributor cater
the needs of retailer in villages. This is a popular channel option used by
manufactures`
• Though still not a current follow adopted by the national level marketers, personal
commerce is wide done by the native makers of utensils, garments, edible sensible
etc.
• For the vendor to adopt personal selling as a tool of promotion in rural area,
following are few of the fundamental necessities that require to be present in their
employee
• Familiarity with the agricultural space − it's tough for the employee to be
conversant in geographic area. because the population of rural region is scattered,
it becomes plenty a lot of vital for the employee to possess adequate information
concerning rural area that he's alleged to cove
• Though still not a current follow adopted by the national level marketers, personal
commerce is wide done by the native makers of utensils, garments, edible sensible
etc.
• For the vendor to adopt personal selling as a tool of promotion in rural area,
following are few of the fundamental necessities that require to be present in their
employee
• Familiarity with the agricultural space − it's tough for the employee to be
conversant in geographic area. because the population of rural region is scattered,
it becomes plenty a lot of vital for the employee to possess adequate information
concerning rural area that he's alleged to cove
• Proficiency in native Language − Fluency within the native language is another
key ability that has to be gift within the employee. It acts as a serious
communication purpose in converting prospective client into associate actual one.
Acquaintance with the rural folks − it's a standard tendency among rural those
that they solely listen to those folks whom they will think about as a vicinity of
their grouping. Thus, if the employee belongs to the actual rural district, therein
case his job not solely becomes simple however additionally possibilities of
success in achieving his sales target increase powerfully
• Be Persuasive however not pushy − an honest employee is one who is persuasive
but not aggressive in nature. Rural folks are forever sceptical in nature concerning
the new product and powerfully hesitate to buy it because of lack of religion.
• Here a salesman has to take away the doubts of the potential client and create
him believe to buy the product. however, being too aggressive in his approach will
ruin the probabilities of sale of the product.
• Public Relations − public relations just in case of selling promotions in case of rural
areas are extremely vital thus on produce the formal relationship with the recently
noninheritable customers. Also, dissemination of knowledge regarding the
agricultural folks is feasible solely through effective public relations.
• Educating rural folks concerning the importance of administering polio drops to
kids, vaccination to mother and kid, sanitation, hygiene etc. has become potential
solely through the promotional material health campaigns.
 Innovation in rural marketing
• Innovation may be defined as exploiting new ideasleading to the creation of a new
product, process or service.
• Another way of putting this is that an innovationlowers the costs and/or increases
the benefits of atask. A wildly successful innovation increases thebenefits-to-costs
ratio
• A marketing innovation is the implementation of anew marketing method
involving significant changesin product design or Packaging, product
placement,product promotion or pricing.
STEPS OF Designing the communication
strategy
• Know the target audience
• Determine the communication objectives
• Create appealing message
• Developing message format
• How to deliver message
• Choosing the message source
• Selecting the channel
• Making resource allocation-budget(30:70_)
IMC
• Common objective: informing, persuading & reminding.
• STAGES OF PURCHASE DECISION MAKING PROCESS:
• 1-NEED IDENTIFICATION
• 2-INFORMATION SEARCH
• 3- EVALUATION OF ALTERNATIVES
• 4- PURCHASE DECISION
• 5. POST PURCHASE DECISION
ASPECTS WHERE IMC (INTERGRATED
MRKTNG COMMN) HELPS
• IMC & DIFF PRODUCTS
• IMC & PURCHASE DECISION PROCESS
• BRAND PROMOTION, BRAND BUILDING, PRICING STRATEGY
• BEATING COMPETITION
• DISTRIBUTION STRATEGY
 Rural marketing mix
• Rural Marketing Mix refers to the set of actions, tactics, tools or variables that
accompany uses to promote and sell its brand or product in a Rural markets
• The 4ps of rural marketing:
1. PRODUCT
2. PRICE
3. PLACE
4. PROMOTION
 Rural marketing mix
• PRODUCT:
Small unit size and low priced.
New product designs
Brand name
• PRICE
Low priced products
. Application of value engineering (milk-soya protein).
Small sized utility packs
 Rural marketing mix
• PLACE:
Segmentation
Direct contact with rural retail
• PROMOTION:
Television
Radio
Haats, melas, fair
Wall printing
cinema
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