Professional Documents
Culture Documents
Rural Marketing
Rural Marketing
MARKETING
Introduction
Promotional strategy
► Rich traditional media forms like puppetry, folk dances, audio visuals etc. should
be used to convey the right message to the rural folk.
► Forms with which the rural consumers are highly comfortable with should be used.
Rural Product Categories
Fast Moving Consumer Goods
Major players are HUL, Dabur, Marico, Colgate, Palmolive, Nirma, CavinKare and Godrej.
Rural Product Categories
Consumer Durables
Usha, Bajaj, Philips, Titan, Godrej, Videocon, Onida, Salora, Hero Cycles,Mahindra
& Mahindra and Tata.
New entrants – LG, Samsung and Maruti.
Rural Product Categories
Agricultural Products
Agricultural inputs seeds, fertilizers, pesticides, insecticides and implements
(tractors, tillers and threshers) Livestock, poultry and fishery.
Major players are Rallis India, Monsanto, Chambal Fertilisers, IFFCO,
Mahindra & Mahindra, Eicher and Escorts.
Rural Product Categories
Services
Telecommunications (BSNL), banking (SBI), insurance (LIC).
Rural Marketing Strategies
Degrees of Segmentation
Mass Marketing
► All consumers are being treated the same.
► Allows a company to target the maximum number of consumers.
Example –
₪ HUL offered only one detergent powder, Surf, to all consumers.
₪ But when Nirma entered the market and grabbed a sizeable market share of low-
income households.
₪ HUL woke up and introduced Wheel.
Rural Marketing Strategies
Degrees of Segmentation
Niche Marketing
► A very small group in a segment that has some specific need and the marketer has
specific skills to satisfy it.
Example –
₪ A Tractor that doubles up as a Thresher.
Rural Marketing Strategies
Segment Marketing
► Marketers have come to realize the potential of different consumer
segments, that are substantial enough to target and have responded by
offering low-priced sachets and appropriately designed products.
Micro Marketing
► Tailoring of the product to satisfy a particular taste or need.
Example –
₪ Dabur launched Anmol, a mustard and amla-based hair oil,
to target rural consumers in northern markets who used
loose mustard oil.
Rural Marketing Strategies
Products for price conscious segment
₪ Maharaja Appliance launched Bonus, a range of appliances for rural
market.
₪ Colgate’s 10 gm sachet of toothpaste.
₪ Asian Paints launched Utsav Distemper to target the chuna powder
popular in rural markets
Product Strategies
► New Product Development – Given the rising interest of companies in
the rural market, developing new products
suitable for the rural market has become an imperative.
Example –
₪ Philips free power radio does not require batteries or any external source
of electricity for operation.
Product Strategies
► Sturdy Products – Village people believe that the product should be
sturdy enough to withstand rough consumers
handling and storage.
Example –