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. Rural consumers are keen on branded goods nowadays, the rural population has shown a trend of. It then examines the economic impact of rural broadband on other industries. Rural marketing mk 226 the discovery of an eighth of the worlds population as potential consumers by the organized sector is a recent one.
Considering all the opportunities and challenges available in the rural market, go rural is the slogan of marketing gurus. In the india context, the word rural is so much associated with agriculture and farmers that rural marketing tends to be seen as a marketing of inputs or outputs related to agriculture. This is what we will be discussing under rural marketing strategies. The rural knowledge network rkn pilot project for east africa supports the emergence of commercially viable market access services for building effective and efficient rural marketing chains for the benefit of all actors. The model of rural marketing represents a combination of transactional and developmentalapproaches.
Coming to the frame work of rural marketing, rural marketing broadly involves reaching the rural customer, understanding their needs and wants. Jun 14, 20 it is more processof delivering better standard of living and quality of life to rural environment taking intoconsideration the prevailing rural location. 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. Rural market, rural consumers, marketing mix, product, price, promotion, place, strategies introduction the indian subcontinent is a vast area. It merges the knowledge of management studies and applying it in the rural context. Rural marketing is defined as any marketing activity in which the one dominant participant is from a rural area. Unit ii rural marketing concept and scope nature of rural markets attractiveness of rural markets rural vs urban. Rural marketing is the practice of utilizing marketing strategies of pricing, advertising, and distribution with a desire to meet organizational marketing goals and providing goods and services to rural consumers. A project report on rural marketing linkedin slideshare. The rise of rural markets has publicized high capacities held by rural areas towards businesses thereby giving rise to rural marketing. Companies like hindustan lever, colgate palmolive, britannia and even multinational companies mncs like pepsi, coca cola, l. The affluent group they are mostly cash rich farmers and are very few in number.
Abstractthis study has been conducted on the basis of green marketing challenges and opportunities in rural india. Rural marketing is a two way marketing process that includes the flow of goods and services from rural to urban areas. The economic impact of rural broadband by hanns kuttner. The indian rural market is observed as a high potential market across the world. A case study on rural marketing initiative management case prof. Indias rural market is a gold mine, but largely remains untapped by the indian corporate sector.
The usually followed pushup sales promotion strategies include. Rural marketing is basically a focused marketing activity of an organization. Chalking out a product strategy for rural market differs in many aspects when compared. Due to the global economic downturn, the companies are few facing slower urban sales. This site is like a library, use search box in the widget to get ebook that you want. A project report on rural marketing submitted in the partial fulfillment of the award of pg degree of master of business administration session 200809submitted to. Formulation of marketing strategy in india diva portal. Rajesh panda deputy director, associate professor, sibm, pune email. Often, rural marketing is equated with marketing by multinationals in rural india.
Coming to the frame work of rural marketing, rural marketing broadly. As urban markets are getting saturated and competitive, companies focus themselves in capturing the vast rural market. Strategies to be followed in indian rural market a marketing strategy. Discuss notes on rural marketing within the marketing management forums, part of the publish upload project or download reference project category. The rural marketing environment is complex and is changing continuously. According to the national commission on agriculture, rural marketing is a process which starts with a decision to produce a saleable farm commodity and it involves all the aspects of market structure or system, both functional and institutional, based on technical and economic considerations, and includes pre and post. Rural marketing ba8010 anna university lecture notes. This implies that rural marketing consists of marketing of inputs products or. 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.
Pdf rural marketing in india challenges and opportunities. Specially, the subject of agricultural marketing includes marketing functions, agencies, channels, efficiency and costs, price spread and market integration, producers surplus, government policy and research, training and statistics on agricultural marketing. The environment outlines threats and opportunities of the market. This page contains rural marketing seminar and ppt with pdf report. Rural marketing download ebook pdf, epub, tuebl, mobi. When we talk about 4 ps of marketing mix of a product, the first thing that strikes us is the combination of product, price, place and promotion. Once this is done press the button showing the picture and wait. Product strategies for rural market indian perspective a prime need for any firm to emerge as a strong player in the rural market is by carefully identifying gaps in the rural market and crafting the right product offering for consumers. Currently in the united states us, there are more nurses in the workforce than ever before. There are two different areas where indians reside rural india and urban india. The rural market in indian economy can be classified under two broad categories. With such a large untapped market potential, the rural marketer has to make a difficult choice from various decision making alternatives. If the product is very new in the rural context, he has to introduce it using consumption pioneers and opinion leaders. Places far away from the town or city rural marketing according to national commission on agriculture.
When marketing activities are done in the rural areas or marketing enter into rural. 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. In this perspective the researcher has done a research about business expansion through understanding the rural market by indian marketers. The rural marketing book by pradeep kashyap pdf download the rural marketing book by pradeep kashyap pdf. Rural marketing in india challenges and opportunities. Acropdf a quality pdf writer and pdf converter to create pdf files. 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. This same rule stands good for rural marketing also. The rural market of india started showing its potential. Today many companies are entering the rural markets with a model for organized retail. Notes on rural marketing 50 marks chapter 3 rural consumer l. Top 11 characteristics of rural marketing your article library.
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. However, rural markets and rural marketing have special features and dilemmas as compared to urban markets. Rural marketing i about the tutorial 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. Though lots of hurdles are there in this path still firms find it easy to vie for a share of the already divided urban pie but it should not be done at the cost of reducing products features. This idea is a compilation of our learning from digital wifi advertising in rural india with a team of 12 advertising agencies and their fmcgbanking clients. This study estimates the direct and indirect economic effects of the rural telecommunications, or broadband, industry on gross domestic product gdp. Rural marketing is a process which starts with a decision to produce a saleable farm commodity and it involves all the aspects of market. Unit i rural economy rural urban disparitiespolicy interventions required rural face to reforms the d evelopment exercises in the last few decades. Apr 21, 2016 rural marketing can be described as any marketing activity in which a dominant participant will be from a rural area which implies that it consists of two things that is marketing of inputs to the rural in addition to that marketing of outputs fro. Rural market is growing faster than urban, rural marketing results into overall balanced economical and social development. Downloadthe rural marketing book by pradeep kashyap pdf.
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. The rural consumers can be classified under the following categories based on their economic status. Introduction rural marketing is defined as a function that manages all. Importance of marketing indicates the contribution of rural as well urban marketing. Rural marketing is a process of developing, pricing, promoting and distributing rural specific goods and services leading to desired exchange with rural customers to satisfy their needs and wants and also to achieve organizational objectives. Rural marketing influencing factors in rural marketing. Any university student can download given mba rural marketing notes and study material or you can buy mba 4th sem strategic management books at amazon also. Click download or read online button to get rural marketing book now.
Rural marketing and urban marketing are identical as regards basic marketing structure. Rural marketing and its importance your article library. Some of the typical characteristics which will help in rural market segmentation are land holding pattern, irrigation facilities, progressiveness of farmers, cropping pattern. 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 process is both which the outcome of general is and rural development process. Free display materials like posters, sign boards, neon lights etc. Rural and agricultural marketing 3 there are several challenges confronting sales and marketing executives in the rural domain. Rural marketing determines the carrier of business activities from urban sectors to the rural regions as well as the marketing of various products manufactured by the non. Rural marketing turns beneficial to business units, people residing in rural areas, people residing in urban areas, and to the entire nation. Rural marketing involve delivering manufactured or processed inputs or services to rural producers or consumers. More than threefourths of countrys consumers reside in rural areas and more than half of the national income is generated by them. A course material on ba 7016 rural marketing by mr. 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. But, this scenario is slowly changing and importance is given to the need of the rural consumer.
Considering the environment in which the rural market operates and other related problems, it is possible to evolve effective strategies for rural marketing. Marketers need to understand the psychology of the rural consumers and then act consequently. 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. So, marketer needs to design a specific marketing mix for the rural segments. Its definition and development perspective article pdf available in international journal of rural management 51. Rural marketing influencing factors in rural marketing rural marketing influencing factors in rural marketing courses with reference manuals and examples pdf. Mostly, major part of rural market holds a very divergent pattern of reacting to marketing. Master thesis in international marketing strategy fe3014. Rural management is the study of planning, organising, directing, and controlling of rural area, cooperatives, agribusiness and allied fields. 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. The entire sales delivery should preferably be in the local language. An urban marketer interested to tap these marketing opportunities in rural india needs to develop a deeper understanding of the rural marketing ecology. Rural marketing has become the latest mantra of most corporate. The first one is a strong need for regionalization.
Nandini btech, mba, jntuhceh abstract rural markets have become integral part of global market. Before going into more aspects on rural marketing, let us understand how rural is defined. Promotional strategies for services in rural market. In situation of rural marketing the firms also follow pushup sales raise strategies. It still employs more than 58% of population and accounts for 15 % of the gdp. Indeed, many writers suggest that rural marketing an easy task.
Prevalence of spurious brands and seasonal demand 9. 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. As the rural marketing is a two way process, this article attempts to highlight issues and challenges associated with the rural marketing strategies. Rural marketing amul free download as powerpoint presentation. May 05, 2012 rural marketing involve delivering manufactured or processed inputs or services to rural producers or consumers. Issues, challenges and opportunities angeline bushy, phd, rn, faan t he nursing shortage is receiving a great deal of attention around the world in both professional publications and the mass media. It helps to select appropriate sales and advertising strategies, and to plan marketing program in a more efficient manner. Rural marketing strategies, issues and challenges international.
Rural marketing refers to the framing and application of various marketing principles and strategies along with the marketing mix by the companies to capture the potential market and satisfy the needs of the people living in the remote areas of the country. The paper studies the changing scenario of indian rural markets and implies some suggestions in improving the marketing strategy in rural. Case study creative ideas for rural marketing in india with muft free wifi zones. Case study on rural marketing, rural marketing case. At present, the muft wifi rural advertising network consists of 45 internet service providers. Rural per capita consumption expenditure grew by 11. Rural marketing charecters challenges and strategies. To help understand the working of rural marketing institutions. Let us now discuss these four components of the marketing mix concerning the product being introduced in the rural market. Rural marketing environment, organisation and functions of agricultural marketing, marketing of consumer durables and nondurables, attitudes and beliefs of rural markets structure, marketing of agricultural inputs, agricultural marketing, classification of products and economic development, role of warehousing. Given the standard of living, these two areas are quite different from each other. Mba rural marketing notes pdf download mba 4th sem study. Ruralurban marketing linkages food and agriculture.
In addition, it also includes the marketing in the rural areas. Traditionally, people in rural areas purchase products in haats, mandis and melas, which represent the unorganized retail industry. This calls for not just the translation of sales and marketing content but also. For rural market, a marketing manager has three options one is, to design marketing programme common for all types of customers. Alternative media for rural communication may 04, nov. Defi nition and domain related issues of rural marketing need further clarification and revision. It is more processof delivering better standard of living and quality of life to rural environment taking intoconsideration the prevailing rural location. Product strategies for rural market marketing lessons. Go rural is the slogan of marketing gurus after analyzing the socioeconomic changes in villages. An overview of rural marketing scope of rural marketing concepts and components of rural markets classification of rural markets factors differentiating rural marketing from urban marketing rural marketing environment mechanisms of rural marketing apeda agricultural and processed food products export development authority. Rural marketing is a developing concept, and the marketers have realized the opportunity of growth in the market recently.
Rural marketing is also defined as any marketing activity in which one dominant participant is from a rural area. Twelve problems faced in rural marketing are as follows. Rural markets accounts for 54% of fmcg and 60% of durable goods. Pdf challenges of rural marketing in india belur baxi. Most of the brands cater to the urban people and rural people are left lurking beh. The rural markets offer a great scope for a concentrated marketing effort because of the recent increase in the rural incomes and the. 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. 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.
1000 1238 367 891 378 1407 6 862 888 530 178 772 1189 796 1057 1487 790 1179 1050 448 1145 575 855 1498 1275 47 144 537 64 675