Rural Marketing Ppt

Presentation ON RURAL MARKETING

SAMIR GOKARN (9094)MARKETING 2009- 11

RURAL MARKETING

1. Introduction2. Analyzing environment3. Consumer behavior4. Real (fake) competitors5. Developing products &

services6. Distribution channels 7. Communication channels8. New marketing trends

INTRODUCTION

DEFINATION:- for our purpose we define rural marketing as any marketing activity in which one dominant participant is from rural areas. (to and fro/input & output ).

OPPORTUNITY THREATS• SIZE (70%) . Non Uniform • COSUMPTION growth rate(5) . Offering & price• YOUTH . Distribution

Analyzing Environment

1.Demographic environment2. Economical environment3. Social- cultural environment4. Natural environment5. Technological environment6. Political & legal environment

Consumer Behavior more relaxed than urban consumers. more trust towards governments offering. more brand loyal. more price sensitive. low and seasonal income. more preference towards bold & primary color.( red, green, yellow) five stage of buying decision process.

Real (fake) Competitors

Fact is this that the major competition is not with other brands but from the fake brands. _____REASONS FOR THIS ?

_________________________________________________________There are mainly three types of fake brands are present in rural

market:-

1. LOOKE – ALIKE (CLONES- brand name, color scheme, packaging )

2. SPELL – ALIKE ( Eg.- pantene- pentane)3. DUPLICATES (Exact copy)

SOLLUTION TO THESE PROBLEMS

STRENGTHEN THE DISTRIBUTION NETWORK MAKE THE PACKAGING TAMPER PROOF (Holograms) EDUCATING CONSUMERS (Communication) INITIATE LEGAL ACTION

a) through appropriate modificationb) by developing specific products and services for

rural markets._______________________________________________________________ PRODUCT DESIGN (according to environment ) PACKAGING (robust, LUP- sachets/ lifebuoy, coca cola). BRAND IDENTITY (color, logo, size). MODIFIED SERVICES ( Grameen Bank ,ITC-e choppal, HUL >i-shakti ). PRODUCT PRICING . khata system (credit) LUP (Low unit packing) target price ( tiger biscuit, sonata, utsav-distemper) refill products(economical)

Developing products & services

Distribution Channels Need to develop efficient and cost effective models of distribution.

HUB –and-SPOKE model.(traditional distribution channels)

MOBILE SHOPS/ OFFICES.

HAATS (42,000)

MANDIS (6,800)

MELA (25,000)

Communication Channels

Given the number and variations in the spoken language, and the complexities due to culture .developing and executing communicating strategy for the rural market is challenging task for marketers.

STRATEGIES:-( use the combination of different methods and media) Product demonstration in haats, mandis, and melas. loan and exchange mela service camp to create brand awarness and loyality. mobile video shows. audio jingles, magic shows, folk theatre. wall paintings, sign boards. TV.

New Marketing Trends

• NEW PRODUCT DEVELOPMENT STRATEGY.• NEW DISTRIBUTION CHANNELS.• NEW MEANS OF COMMUNICATION.• MARKETING ETHICS.

EXAMPLE:-• TRADITIONAL MOBILE TRADERS (PHERIWALA)400,000.(HUL, EMAMI)• HONEY BEE MARKETING.

The scheme ensures genuine product availability for the village population, a guaranteed income to the participating individuals, and at same time enabled the company to extend its market into the rural interiors effectively.

THANK YOU