Emerging trends in indian marketing b.v.raghunandan
Training hr for rural marketing copy
1. Training HR for
Rural Marketing
- B.V.Raghunandan
National Conference
Alva’s College of Engineering and
Management
February 14-02-2015
2. Misconceptions About
Rural Marketing
-Rural marketing should be delinked from rural production
-Production is different from Marketing
-Coverage is not SMEs
-Coverage is all the products marketed in rural areas, but
produced everywhere, urban or rural
-Engages the study of rural consumers and their psychology
3. HR Training: Nature
-Training in conformity with the socio-
cultural set-up of the trainees
-Men are not produced by machines to
have a standardized behaviour
-Trainees have differing loyalty,
competence, confidence, attitude and
work culture
-Rural consumers are vastly different
from urban consumers
4. Nature of HR Studies
Purely Western
The socio-cultural
background of the West,
particularly the studies in
the US forms the basis
Designed to Extract and
Exploit the maximum
Liberal Hire & Fire Policy
5. Indian HR Practice
Practices followed by Indian Industry
J.N.Tata introduced 8 hours each shift
On the job training
-Life time employment
Regularisation of employees
Fair Treatment of Employees
Facilities to All the Employees
Regarding employees as the
members of family
Training the HR for rural marketing
should be on the lines of Indian HR Practice
6. Rural Consumers: A Profile
Rural Consumers live both in urban
areas as well as rural areas
Their profile defines them rather than
their location
Savings Backed Purchases
Value for Money Approach
Expecting Truth from the Salesman
Loyalty to Product & Inertia for
Change
7. Profile of Rural Consumers
Relationship Maarketing
Bargaining is an essential
part
Essential Products are given
importance
Luxury Items also sell well
for securing status
Higher Paying Capacity
Cash Based Transactions
8. Training to the Salesmen
Language and Local Dialects
Blasting the Arrogance out of the
personality of salesmen
Service has to be efficient as rural
consumers do not have shopping
pleasure or browsing pleasure
Service has to be personal
Familiarity is Premium
After Sales Service Training to Salesmen
9. Language and Local Dialect
Basis for Communication
Makes Relationship Marketing Easy
Can understand the full requirement of
the customers and their families
Consumer will open up, thus avoiding
consumer frustration
Better Salesman-Customer Equation
10. Efficient Service
Rural consumers are less inclined to
browsing or shopping pleasure
Self-Service Stores are Irrelevant
Long-lasting products by sending the
feedback to Production Department
Less Procedures & Less Signatures
Importance to Festivals & Special Offers
11. Personal Service
Training to Salesmen to enhance
memory of names
Acquiring knowledge of families
Avoiding imposing sales outlets and too
many staff
Multi-tasking
Should not terminate the talk
Respecting the consumer
12. Familiarity Has a Premium
Familiarity makes the consumer feel
more comfortable
Advanced Knowledge of the
requirements of the consumers
Consumer will have a better acceptance
of the salesmen
Using local customs for enhancing the
sales
13. After Sales Service Training
The salesmen should be given after
sales service of minor problems
Product Demonstration by salesmen
Truthfulness in warranties and
Guarantees
Prompt service