Rural Marketing Strategies

RURAL MARKETING STRATEGIES • Segmentation of Rural Market. 

• Competitive Strategy based on five force model 

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1) Supplier – who can serve cheap quality raw material. 2) Customer Power – Good quality products to be served to enhance customer power. 3) Potential Entrants – By being in rural area first and buliding good relations, so that chances of new entrants will be less. 4) Substitute Products – Company must have adequate strategy to conter the problem of substitutes. 5) Competitors – Brands rarely compete

RURAL MARKETING STRATEGIES • Product Strategy  Understanding of Valued Product  Small Size Packaging  Low-Priced Package and Product  Rough and Tough  Utility Oriented  Logos and Symbols  Branding Strategies 

RURAL MARKETING STRATEGIES • Pricing Strategy  Low Pricing (Rs. 5 price point)  Cost Saving in Packing 

RURAL MARKETING STRATEGIES • Distribution Strategy  Ensuring Reach and Visibility  Reaching upto Mandis/Towns/Semi-Urban Centres  Targetting Larger Villages  Understanding of Peak Seasons  Delivery Vans  Sales Women Network

RURAL MARKETING STRATEGIES • Distribution Strategy  Collaboration for Distribution.  Converting Unorganised Sector Manufacturers into Distributors.  Company’s own distribution network.  Haats.  Melas.

RURAL MARKETING STRATEGIES • Promotion Strategy - Types  Television  Cinema  Radio  Print Media  Hoardings  Promotion in Melas/Haats etc.

RURAL MARKETING STRATEGIES • Promotion Strategy - Ways  Direct talk with traders, co-operative societies  Contacting friends and relatives  Village fairs  Towns and Village market days  Agents (Commission Basis)  Agriculture Magzines  Hoardings in towns, villages and highways  Wall writings  Ad. In tent cinemas  Audio visual displays  Use of local language

Other STRATEGIES TO BE FOLLOWED Dynamics of rural markets differ from other market types, and similarly, rural marketing strategies are also significantly different from the marketing strategies aimed at an urban or industrial consumer.

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Rural markets and rural marketing involve a number of strategies, which include:

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Client and location specific promotion Joint or cooperative promotion.. Bundling of inputs Management of demand Developmental marketing Unique selling proposition (USP) Extension services Business ethics

Contd…. • Client and Location specific promotion involves a strategy designed to be suitable to the location and the client. •

• Joint or co-operative promotion strategy involves participation between the marketing agencies and the client. 

• 'Bundling of inputs' denote a marketing strategy, in which several related items are sold to the target client, including arrangements of credit, after-sale service, and so on. •

• Management of demand involve continuous market research of buyer’s needs and problems at various levels so that continuous improvements and innovations can be undertaken for a sustainable market

Contd…. • Developmental marketing refer to taking up marketing programmes keeping the development objective in mind and using various managerial and other inputs of marketing to achieve these objectives. 

• Media, both traditional as well as the modern media, is used as a marketing strategy. 

• Unique Selling Propositions (USP) involve presenting a theme with the product to attract the client to buy that particular product. For examples, some of famous Indian Farm equipment manufactures have coined catchy themes, which they display along with the products, to attract the target client, that is the farmers. English version of some of such themes would read like: • The heartbeats of rural India • With new technique for a life time of company