Dividing markets into sections having similar regions for better distribution network. However, the rural consumer expressions differ from his urban counterpart. In rural India, this pricing strategy is still being practised as people there are still not much aware about the tricks that works behind this kind of pricing.
The haats are basically a gathering of the local buyers and sellers. Another thing is that the rural buyers are not particularly keen about quality and packaging because of which consumer research is not accurate for entering the rural market.
The greatest challenge for advertisers and marketers is to find the right mix that will have a pan-Indian rural appeal.
In a trade mela, one can find variety of products. And then, when it comes to harvest season, they all go back to help their families. But it is interesting to see them flex their financial machine when competing in the main field- Agriculture.
Knowing the exact change in consumption of durables is also very important for the marketers to deal with rural consumers. This may or may not be direct, but mostly there are middlemen, agencies, government co-operatives etc. The companies are also loosening their purse strings for marketing campaigns, with Sony alone earmarking Rs crore and Panasonic looking to spend 1.
Some NGOs for instance are developing content for farmers — what to harvest, when to sell, what to buy and so on. The initiative has paid off: The company tied up with non-governmental organizations and offered reasonably-priced policies in the nature of group insurance covers.
In China, for example, it was infrastructure that really hit me. The composition of supply and demand has also changed significantly. The second most important aspect I noticed was rural migration.
Marketers must trade off the distribution cost with incremental market penetration. Rural Marketing in India: Rural aspirations are very much the same as in urban areas. So I think that urbanization probably would happen, and that is important to me. This pulls the crowd towards buying the product.
Although I gained some data I really did not investigate much. The urban to rural flow consists of agricultural inputs, fast-moving consumer goods FMCG such as soaps, detergents, cosmetics, textiles, and so on.
Haats, mandis and melas are opportunities. Almost all the companies I met are aware that urban centers are saturated. The company then set its eyes on the untapped rural markets to grow further. They send that information back home, thanks to mobile phones, Skype, FaceTime, etc.
Three or four factors underlie their growth. So infrastructure became one barrier that I wanted to identify. Rural Marketing means to produce products goods and services for the rural customers and to make necessary arrangement to supply them.
Availability The first challenge in rural marketing is to ensure availability of the product or service. It was a runway hit sellingsets in the very first year. Typically, the success soaring for Chik shampoo having a USP of Amla, Shikakai and Neem as its chief ingredients in all villages not growing such products.
Could you share some examples of these? Division of market with basis of income, education, lifestyle, gender and religion. The rural population is highly scattered, but holds a big promise for the marketers. It acts as a major communication point in converting prospective customer into an actual one.
Definition and Features of Rural Marketing Article shared by: This point about aspirations in fact influenced the title of my book. I think so long as there is some component of the agriculture sector, the entire lifestyle in rural areas will be around the harvest, the seasons, and many of the religious and social holidays.
These distributors appoint and supply, once a week, smaller distributors in adjoining areas. Domestic workers take off during the harvest season and go back to their villages. Village Haats Haats are the weekly markets from where rural people buy the items of daily necessities, garments, farm inputs etc.Rural marketing is now a two-way marketing process.
There is inflow of products into rural markets for production or consumption and there is also outflow of products to urban areas. The urban to rural flow consists of agricultural inputs, fast-moving consumer goods (FMCG) such as soaps, detergents, cosmetics, textiles, and so on.
The evolution of HUL’s rural marketing strategies from an indirect approach to rural area to the door step marketing through Shaktiamma shows that the company has come a long way since it took its first rural initiative back in the ’s.
• Consumer electronics exports were projected to be ~INR64 billion in FY13 while the industry achieved INR16 billion.
Hence, there is a considerable gap to be met by the industry. RURAL MARKETING “Rural Marketing is Real Marketing” the focus of marketers in India was the urban consumer and by large number specific efforts were made to reach the rural markets.
But now Coming to the frame work of Rural Marketing, Rural Marketing broadly involves reaching the rural customer, understanding their needs and wants.
Thus, rural marketing is a two way marketing process that includes the flow of goods and services from rural to urban areas & the flow of goods & services from urban to rural areas, as well as the flow of goods & services within rural areas.
The Fast Moving Consumer Goods (FMCG) sector in rural and semi-urban India is expected to cross US$ 20 billion mark by and reach US$ billion by @.
Recent Developments Following are some of the major investments and developments in the Indian rural sector.Download