Pdf strategies for marketing to the rural customer in india. The concept of rural marketing differs from different things to different persons who are active participants in marketing. Pdf 4 as the key drivers of rural marketing publishing india. An appropriate segmentation of the highly heterogeneous rural market and identification of the needs and works of different segments will form the very basis for rural market strategies.
To evaluate the key decision areas in rural marketing. Everyone is always talking about how difficult it is to devise a rural marketing campaign but let us talk about what makes this process easier and much more effective and how a rural marketing agency can help in gaining fruitful results. The indian rural market is observed as a high potential market across the world. The rural marketing refers to the activities undertaken by the marketers to encourage the people, living in rural areas to convert their purchasing power into an effective demand for the goods and services and making these available in the rural areas, with the intention to improve their standard of living and achieving the companys objective, as a whole.
Case study on rural marketing, rural marketing case studies. Marketers need to become better at mining realtime data to develop customer insights, work more harmoniously with. To make them understand and develop marketing strategies that are unique to rural india total hrs. Marketing is a social and managerial marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and. Price is the amount charged for a product or service. Pricing, promotion, product, place davide pettenella university of padova italy. Importance of marketing, role of sales business, concept of market, basic concept of sales and selling, understanding customer and consumer, activities in sales and marketing. There are some key features which discriminate rural market from its urban counterpart. Today s marketing this pdf book contain principles of marketing kotler th edition conduct. To market the products in broadest sense every company needs to create a successful mix of right product at right price at the right place through right promotion.
Rural market profile characteristics of a rural consumer opportunities and challenges from rural markets fake encounters in rural areas. Hll rewrites strategy for greater penetration of rural markets. Unit 1 marketing of services pondicherry university. However, rural markets and rural marketing have special features. An arabic version of this article appeared in the journal of. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. The rural markets in india have grown size, range and. A course material on sasurie college of engineering.
Strategies to be followed in indian rural market a marketing strategy. The rural market environment is very different from the familiar surroundings of the urban market. Rural marketing 4ps of cocacola free download as powerpoint presentation. Places far away from the town or city rural marketing according to national commission on agriculture. For rural market, a marketing manager has three options one is, to design marketing programme common for all types of customers. Can you send me the previous memorandums of marketing management n4. Here, a rural producer involved in agriculture sells his produce in urban market. As the rural marketing is a two way process, this article attempts to highlight issues and challenges associated with the rural marketing strategies. Whenever a company plans to enter the rural markets, it has to.
Marketers who are able are tools that have to be finetuned to the rural market and used to discern the dynamics of the. There are four critical elements in marketing your products and business. But, this scenario is slowly changing and importance is given to the need of the rural consumer. This confusion leads to distorted understanding of the problems of rural marketing and, more often perceptions. To download free principles of marketing th edition pdf ebooks by philip you need to register. A course material on ba 7016 rural marketing by mr. Free entrepreneurship books download ebooks online textbooks. Downloadthe rural marketing book by pradeep kashyap pdf. Rural marketing involves a bunch of processes that includes developing, pricing, promoting, distributing rural specific product and service which satisfies the consumer demand and also achieves organizational objectives as expected from the target market. Rural marketing tutorial pdf version quick guide resources job search discussion rural marketing involves a bunch of processes that includes developing, pricing, promoting, distributing rural specific product and service which satisfies the consumer demand and also achieves organizational objectives as expected from the target market. The rural market in indian economy can be classified under two broad categories. I wish this will help u a lot to prepare your presentetion. Due to the global economic downturn, the companies are few facing slower urban sales.
So, marketer needs to design a specific marketing mix for the rural segments. Marketing of breast milk substitutes by sami shubber dr s. Syllabus of the text book on rural marketing to the students of bachelor of. Identifying market opportunities for rural smallholder producers. The right product to satisfy the needs of your target customer. Familyp julyaugustseptember 1994 volume iii, number 4. Marketers need to understand the psychology of the rural consumers and then act consequently.
They were year rural population in 1901 89 per cent in 1951 83 percent in 1971 80 percent in 1981 76 per cent in. When we talk about 4 ps of marketing mix of a product, the first thing that. Case study on rural marketing, rural marketing case. Shubber is senior legal officer, office of the legal counsel, who. Once this is done press the button showing the picture and wait. E marketing emarketing is the process of marketing a brand using the internet. Rural marketing mix marketing mix refers to the set of actions, tactics, tools or variables that a company uses to promote and sells its brand or product in a markets 2. The factors have to kept in mind while pricing a product are. It involves the selling of products and services by urban marketers in rural areas.
Identifying market opportunities for rural smallholder. Cocacola s rural marketing strategy was designed to help the brand overtake pepsi and other beverages in the rural market and worked by changing its marketing focus to adapt to a rural. The marketing mix and the 4 ps of marketing are often used as synonyms for each other. Mbah4010 rural marketing 1 rural marketing rural marketing is real marketing the predominantly rural character of indias national economy is reflected in the very high proportion of its population living in rural areas.
Rural marketing amul free download as powerpoint presentation. In india, leaving out a few metropolitan cities, all the districts and industrial townships are connected with rural markets. Going by another definition by t p gopalaswamy, rural marketing is a twoway process which encompasses the discharge of business activities that direct the flow of goods from urban to rural areas for manufactured goods and vice versa for agriculture produce, as also within the rural areas. Mbae 451 rural marketing course objectives to help the students understand and appreciate the differences and similarities between urban and rural indian markets. Entrepreneurship and business management n4 past papers pdf online. Rural marketing is a process which starts with a decision to produce a saleable farm commodity and it involves all the aspects of market. The concept of rural marketing in india economy has always played an influential role in the lives of people. Most of the companies treat rural market as a dumping ground for the lower end products designed for an urban audience. More than threefourths of country s consumers reside in rural areas and more than half of the national income is generated by them.
Marketing mix 7p and performance assessment of western. Marketing and distribution jill shulman, thuy thihuong nguyen fpmd is supported by the u. Informing potential customers of the availability of the product, its price and its place. Theories of entrepreneurship, entrepreneur and manager, entrepreneurship and role of environment, entrepreneurship development programmes, women entrepreneurship, small business, settingup of small scale unit, forms of ownership, management process in small business, marketing. The marketing mix is a good place to start when you are thinking through your plans for a product or service, and it helps you avoid these kinds of mistake. For rural market, it will be ideal to think of strategies from the marketing mix point of view, main strategies are related to product, price, place and promotion. Apr 03, 20 an appropriate segmentation of the highly heterogeneous rural market and identification of the needs and works of different segments will form the very basis for rural market strategies. Pdf rural markets in india has acquired a major role in the growth of our economy. Therefore the domain of rural marketing is significantly different from the way marketing is planned and implemented in urban areas. Entrepreneurship and business management n4 past papers pdf online is very recommended for you all who likes to reader as collector, or just read a book to fill in spare time. During recent times, some companies and organizations have implemented innovative projects to tap the rural market and deliver value added services to the doorsteps of the rural people. About 70% of this figure lives in rural area which forms an untapped market of 850 million consumers.
This method aims to promote diversification and find ways to add value to agricultural products. Sep 03, 2017 about rural marketing consumer behavior in rural markets 4as of rural marketing affordability, availability, acceptability, awareness phases of rural marketing project shakti bicycle entrepreneur. Acropdf a quality pdf writer and pdf converter to create pdf files. Free marketing and sales books download ebooks online. Read this article to get information on marketing mix. Rural marketing can be define as a function that manages all activities involved in assessing, stimulating and converting the purchasing power of rural consumers into an effective demand for specific products and services and moving these products and services to the people in rural areas to create satisfaction and a better standard of living and thereby achieving. News rural marketing, rural news india, agriculture news. This definition of agricultural marketing may be accepted in olden days, when the village economy was more or less self sufficient, when the marketing of agricultural produce. Mostly, major part of rural market holds a very divergent pattern of reacting to marketing. The marketing and advertisement concepts have changed completely to such an extent, that the rural market is now challenging the urban market of india. In 2006 tata global beverages established a nonprofit project called gaon chalo abhiyan let s go to the villages with the dual purpose of marketing tea in rural areas and supplementing. Mbah4010 rural marketing 1 rural marketing rural marketing is real marketing the predominantly rural character of india s national economy is reflected in the very high proportion of its population living in rural area s.
We then propose the 4a s as a solution to marketing s malaise, and show how the framework has grown out of two widely accepted business concepts. Shahnaz husain, india s p ioneer in herbal cosm etics is credited with single hand edly placing indian herbals on the world cosmetic map. Then through analytic network process anp, expert s view of important rankings of marketing mix 7p in fast food industry is thus investigated so as to. As a result of the above analysis, we are in a position to define rural marketing rural marketing can be seen as a function which manages all those activities. India s rural market is a gold mine, but largely remains untapped by the indian corporate sector.
Free marketing and sales books download ebooks online textbooks. The rural marketing book by pradeep kashyap pdf download the rural marketing book by pradeep kashyap pdf. Introduction of rural marketing marketing can be defined as the process of identifying, anticipating and knowing customer needs, and organizing all the resources of the company to satisfy them. Before going to the marketing strategies for rural market lets try to understand the market first and then we will develop a model for doing business in indian rural areas. Social and cultural environment variations between regions and subregions in villages inward migration is insignificant while outward migration to urban and foreign is reasonably high the settlement pattern is in clusters largely around caste lines houses are largely semipucca and kacha. This publication does not represent official statements of policy by the u. In addition, it also includes the marketing in the rural areas. Chapter 1 introduction of rural marketing marketing is the business activity that explores unfulfilled needs and wants, defines and measures their magnitude, determines which target market can be best and optimally served, decides on the basis of appropriate products, pricing, promotion and distribution. Itiittitincludes both direct includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers.
Agency for international development under project no. Check our section of free ebooks and guides on marketing and sales now. This paper explains the potential of the rural market and the issues of concern with regard to rural marketing. Rural marketing represented the emergent distinct activity of attracting and serving rural markets to fulfil the needs and wants of persons, households and occupations of rural people. The views expressed in this article are those of the author and not necessarily those of who. It is the second most important element in the marketing mix. Agricultural marketing involves in its simplest form the buying and selling of agricultural produce. Jan 7, 2009 principles of marketing th edition by philip kotler, gary armstrong principles of.
Rural marketing mix marketing mix refers to the set of actions, tactics, tools or. Unlocking the wealth in rural markets ideas and advice. Case studies telling success stories of the corporates showing the realtime challenges faced by the company, solutions adopted and the ultimate result, which will be seen as a benchmark. Rural marketing strategies, issues and challenges international. These courses are accredited by the quality council for trades and occupations qcto and are designed to prepare you for a career in a specific industry. India s rural market holds high potential for increased consumer buying, as per the reports prepared by the ncaer. Pdf the indian rural market with its enormous size and heterogeneous demand base offers great lucrative opportunities to organizations. Entrepreneurship and business management n4 past papers pdf. Rural marketing strategy definition, 4 as the investors book. Rural marketing mix marketing mix refers to the set of actions, tactics, tools or variables that a company uses to promote and sells its brand or product in a markets.
Her success story from a young girl from a conservativ e. Get the updates on ongoing rural agricultural marketing, campaigns and news related with rural industries including investment, opportunities and profitability etc news rural marketing, rural news india, agriculture news india, agriculture articles rural marketing. Ch 02 rural marketing environment authorstream presentation. Scribd is the worlds largest social reading and publishing site. Introduction rural marketing is defined as managing all the activities involved in assessing,stimulating and converting the purchasing power of the rural consumers into effective demand for specific products and services and moving them to the people into rural areas to create satisfaction and a better standard of living and thus achieving organizational objectives. Top 11 characteristics of rural marketing your article library. Before going to the marketing strategies for rural market let s try to understand the market first and then we will develop a model for doing business in indian rural areas. The 4ps and 4 as of rural marketing most of the companies treat rural market as a dumping ground for the lower end products designed for an urban audience.
877 54 1240 1429 421 202 161 1039 1047 636 454 954 1625 1456 757 28 544 1272 280 822 1494 1218 1660 921 1451 422 669 244 502 706 935 451 1466 1040 1419