Each Company is making their way to Rural India. Most of them have studied the market and Analyzed the things over there and ready to fight at Rural India. There are some of the companies which have already written their success stories in Rural market. Companies like HUL, ITC, LG, Mahindra have given a new format for rural marketing. They have done a great job. So, the marketing is always have the difference in Urban and rural, which makes the companies to think over the Marketing mix. A series of pre-defined standards related to the performance of an individual product, service or system that enables someone to easily determine the capability to perform its function within an acceptable range.

1. Rural Marketing
Acceptability for a Product
Presented by:
Priya Soni
E-mail: priyasoni.9189@gmail.com

2. Introduction
Each Company is making their way to Rural India. Most of
them have studied the market and Analyzed the things over
there and ready to fight at Rural India. There are some of the
companies which have already written their success stories
in Rural market. Companies like HUL, ITC, LG, Mahindra
have given a new format for rural marketing. They have done
a great job. So, the marketing is always have the difference
in Urban and rural, which makes the companies to think over
the Marketing mix.

3. 4 A’s of Rural Marketing
Availability Acceptability
Affordability Awareness

4. What is Acceptability?
A series of pre-defined standards related to the
performance of an
individual product, service or system that
enables someone to easily determine the
capability to perform its function within an
acceptable range.

5. What is Acceptability?
The customer should think that they can buy the product by
putting an extra money on that.
They should feel that the product is designed as per their needs.
It should deliver a great solution to the customer.
They should think that the product gives some value to them.
It should serve the purpose what they are planning to buy for.
The customer should feel the comfort with the product and there
should not be any hesitation to go for it.

6. The customer should think that they can buy
the product by putting an extra money on that.
Company: Tata Chemicals
Industry seg.: consumer goods
Product: Water Purifier
Description: Swach range of water purifiers promise pure drinking
water to the rural people at a very low cost of INR 999. It does not
require running water or electricity to provide harmless, bacteria- free
drinking water.

7. Tata Swach

8. The customer should feel that the product is
designed as per their needs.
Company: HUL
Industry seg.: FMCG
Product: Khushiyon ki Doli
Description: The multi-brand rural engagement module-
Khushiyon ki Doli- initiated by HUL, provides various personal
care and home care brands such as Wheel, Surf Excel, Fair &
Lovely, Sunsilk, Vim, Lifebuoy and Close Up.

9. Khushiyon Ki Doli- HUL

10. The product should deliver a great solution
to the customer.
Company: ITC
Industry seg.: Agriculture
Product: e-chopal
Description: An initiative by ITC, e-Choupal aims to
empower farmers with up-to-date agricultural and marketing
information through access to internet and computers. The
campaign was launched in 2000 and targets to empower 10
million farmers by 2012.

11. E-choupal by ITC

12. The customer should think that the product
gives some value to them.
Company: Hero-Honda
Industry seg.: consumer durable
Product: Splendor
Description: Hero Honda Motors Ltd., a joint venture
between India's Hero Group and Japan's Honda Motor Co., has
bet big on rural India by selling fuel-efficient motorcycles
designed for shallow pockets. The Splendor, costs US$ 800.

13. Hero Honda- Splendor

14. The product should serve the purpose what
they are planning to buy for.
Company: Godrej & Boyce
Industry seg.: consumer durables
Product: ChotuKool Refrigerators
Description: Powered by battery, a perfect refrigerator for
rural population. Does not require regular electricity supply
unlike the conventional models.

15. Godrej- ChotuKool

16. The customer should feel comfort with the product and
there should not be any hesitation to go for it.
Company: Nokia
Industry seg.: Software
Product: Nokia Life Tool
Description: The mobile application, launched in June
2009, empowers people to have access to
agricultural, educational and entertainment content.

17. Nokia Life Tools