Rural Marketing Mix

RURAL MARKETING MIX

MARKETING MIX ‘a series of interconnected and interdependent marketing issues that need to be considered together’.

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‘the set of actions, tactics, tools or variables that a company uses to promote and sell its brand or product in a market’.

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P’s of Marketing P’s

Variable

Product

Features, Packaging, Quality and Range.

Price

Price Level, Credit Terms, Price Changes, Discounts.

Place

Location, Distribution Channel.

Promotion

Advertising, Publicity, Sales Promotion and Personal Selling.

RURAL MARKETING MIX MIX

DESCRIPTION

1)PRODUCT

Need based consumption, Multiple use, Tough & Rugged, Price worthy.

1.a) BRANDING

Products and Brands that have higher social acceptance. ( Making them change their product or brand is difficult )

1.b) PACKAGING Smaller packs, To resolve storage problem, Color & Convenience, Local language on the pack.

RURAL MARKETING MIX STRATEGIES PRODUCT STRATEGIES A) New/Modified product designs. NOKIA 1100 – Dust resistant, Torch for power failures.

B) Sturdy products. Rough handling, transportation and storage. PCs – do not require air conditioner, handle voltage fluctuations, operate on battery.

C) Utility oriented products.

D) Refill Packs and Reusable Packing.

E) Application of Value Engineering. Cheaper Raw material, Maximum Functions.

F) Small Unit Packaging.

RURAL MARKETING MIX MIX

DESCRIPTION

PRICE

Following their income level, spending priorities in order of their needs, little extra for better quality but preferably towards lesser price, prices of the substitutes.

RURAL MARKETING MIX STRATEGIES

PRICING STRATEGIES A) Large Volume – Low Margin. B) Passing on benefits to the consumers. C) Small Unit/Volume – Low Price.

D) Ensuring Price Compliance.

RURAL MARKETING MIX MIX

DESCRIPTION

PLACE

Role of retailers, reach of distribution channels.

RURAL MARKETING MIX STRATEGIES PLACE STRATEGIES SEGMENTATION

B) COVERAGE OF VILLAGES WITH 2000 POPULATION OR C) DISTRIBUTION UPTO MANDIs MORE. D) JOINT DISTRIBUTION BY NON-COMPETING COMPANIES. E) DIRECT REACH TO RURAL F) HAATS 

RETAILERS AND SUBRETAILERS G) AGRICULTURAL INPUT DEALERS

H) POST AND TELEGRAPH DEPARTMENT INFRASTRUCTURE. I) ALTERNATIVE DISTRIBUTION J) E-MARKETING CHANNELS.

RURAL MARKETING MIX MIX

DESCRIPTION

PROMOTION

MEDIA VEHICLES

TV, RADIO, PRINT, CINEMA, WALL/HOARDINGS, BUS STAND/BUS PANNEL, HAATS, JEEP BASED, SHOP FRONT, VAN BASED, MELAS, EXHIBITIONS, LEAFLETS, POSTERS, Etc.

RURAL MARKETING MIX STRATEGIES PROMOTION STRATEGIES Think Global – Act Local ( Family Bonding – Local language ) and Clarity C ) Simplicity 

E ) Choice of Brand Ambassadors

B) Think in Local Idiom ( Thanda Matlab Coca-Cola ) D) Narrative Story Style ( Bingo – Passport Puchu To)

Additional P’s of Rural Marketing 1 PASSION  To earn goodwill for the company – attracting, converting and retaining the rural consumers.  To educate the consumer.  To give 100% to the rural marketing effort. 2 PACE  Speedily catch the market in all possible ways. III) POSITIONING

A’s of Rural Marketing Mix 

Affordability

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Availability

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Awareness

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Acceptability