Rural Marketing In India and Concepts of Indian Market.

1. Rural Marketing
Become The World Class Leader
BY :
SARABJEET SINGH DUA
MBA (Marketing)
Sarabjeetsinghdua10@gmail.com
L/O/G/O

2. WHAT IS RURAL MARKETING
• Rural marketing is defined as any
marketing activity in which one
dominant participant is from a
rural area.

3. URBAN TO RURAL TREND
Why there is a trend of companies in urban market going for rural market.
NEW UNTAPPED MARKET NICHE MARKET
HIGH POTETIAL NO EFFECT OF SLOW DOWN
MASS SALES MONOPOLISTIC MARKET
ECONOMIES OF SCALE BRAND POWER EQUITY
LESS COMPETITION GOODWILL GAINS
POTENTIAL MARKET

4. UNDERSTANDING RURAL MARKET
CHANGES IN
NATURE ,CAST
EGO
HIGHLY PRICE
SENSITIVE
PRICE
SENSITIVE LESS BRAND
PLACE CONCIOUS
THOUGHT TRADI
TION
PERCEPTION,
VALUES, NEEDS
BEING RURAL

5. RULES FOR GOING RURAL
AFFORDABILITY
LESS PRICE, LOW QUALITY
AWARENESS
COMMUNICATION
ACCESSIBILITY
REACHABLE
ACCEPTANCE
RETENTION

6. AFFORDABILITY
Pricing your product sensibly, keeping it
affordable is the key to widening one’s customer
base in rural areas.

7. AWARENESS
Generating awareness about products on offer
in rural India is a different ball game altogether.
LIVE DEMO
RADIO ADS
HOARDNGS

8. ACCESSIBILITY
Making your product accessible to the rural buyer
continues to be a pertinent issue.
MOBILE VANS
CAMPAIGNS

9. ACCEPTANCE
Getting people to accept your product depends on the
content of your advertisements.
THANDA – COCA COLA
502 PATAKA – BIDDI
LAL MANJAN – DABUR LAL DANT MANJAN
PEELA POWDER - NIRMA

10. 4 Ps of Rural Market
Essential thinks for
marketing in rural areas
Promotion Price Place Product
• • Price • Brand Building • Multiple Use
Radio, Demonstra Penetration
•Mobile vans • Simple Product
tions,
• Product
•Campains
•Hoardings Packaging

11. MARKETING STRATEGY FOR RURAL AREAS

12. INNOVATIONS IN RURAL MARKETING

13. INNOVATIONS IN RURAL MARKETING

14. INNOVATIONS IN RURAL MARKETING

15. INNOVATIONS IN RURAL MARKETING

16. INNOVATIONS IN RURAL MARKETING

17. INNOVATIONS IN RURAL MARKETING

18. RURAL MARKETING INDIA
 72% of India's population
resides in its 6, 00,000
villages.
 More rural development
initiatives by the
government.
 Increasing agricultural
productivity leading to
growth of rural
disposable income.

19. Rural Market Investments INDIA
FMCG Rs.65000 crore
Agri-inputs Rs.45000 crore
Durables Rs.5000 crore
Automobiles (2 & 4 Wheelers) Rs.8000 crore
Clothes, footwear etc. Rs.35000 crore
Construction material Rs.15000 crore
Total Rs.173000 crore
Source: CII Report (2011)

23. Thank You!
Hope you enjoyed the session...
BY :
SARABJEET SINGH DUA
MBA (Marketing)
Sarabjeetsinghdua10@gmail.com
L/O/G/O