1. RURAL MARKETING
Rural marketing involves the process
of developing, pricing, promoting
,distributing rural specific product and a
service leading to exchange between rural
and urban market which satisfies
consumer demand and also achieves
organizational objectives.

2. Why Rural Market ?
 Agriculture’s share in GDP is going
down, but, India still lives in her villages
 Urban markets are crowded and
saturated
 The understanding of “rural” is diffused
and sometimes confusing
 Is “rural marketing” different from “urban
marketing” ?

3. Rural Economy
 Agriculture is the main stay of the
Indian economy, as it constitutes the
backbone of rural India which
inhabitants more than 70% of total
Indian population.
 Discuss the ancient India

4. Five-year plan
 Jawaharlal Nehru presented the first
five-year plan to the Parliament of
India on December 8th 1951
 Milestone of Indian History
 11 th five year plan started in march
2007

8. Turning Points
 Green Revolution Dr M S
Swaminathan
 White Revolution Dr Vargeese
Kurian
 Blue Revolution Dr Hirala Chaudri
 Telecom Revolution Sam
Pitharado

9. Five-year plan changed the face
of rural development
 1950 – 2000
 Barter to cash rich economy
 Economic Allocation crossed one lack
crore
 Rapid increase in literacy rate
 HDI - Human Development Index
 HDI includes economic, educational
and health development

10. Reason behind the development
of rural economy
 Value Addition

11. Rural Economy
Farm Sector
Agriculture
Animal
Husbandry
Horticulture
Forestry
Fishing
Non-Farm Sector
Rural Industries
Agro Processing
Manufacturing
Mining &
Quarrying
Construction
Rural
Services
Retailing &
Trading
Community &
Social Service
Transport &
Storage
Communication

12. Rural Income
Rs 7006 billion
Agriculture
53%
Self
Employed
43%
Wage
Earner
10%
Non
Agriculture
47 %
Formal
31 %
Informal
16%

13. Rural Population
Agriculture
73%
Self
Employed
40%
Wage
Earner 33%
Non
Agriculture
27 %
Formal
15 %
Informal
12 %

14. Rural Per capita
Income Rs 9481
Agriculture
Rs 6855
Self
Employed
Rs 10150
Wage
Earner Rs
2860
Non
Agriculture
Rs 16464
Formal
Rs 19514
Informal
Rs 12595

15. Why Policy Intervention
Required
 Improving the quality of life of rural
people
 Reducing urban rural disparities

16. How we can achieve this aim
?
 Proper attention to agriculture
 Focus on cropping system
 Region based strategy is required
 Credit and insurance system

17. Various Steps taken
 Institutional Credit
 Involvement of panchayat raj
institutions
 Self help groups
 NABARD
 Communication

18. Union Budget 2001
 Pradhana manthri Gramodhana Yojana
 Self Employment Scheme
 Employment assurance scheme
 Janashree bima yogana – insurance
cover
 Rural Infrastructure fund
 Micro finance
 Policy on land , water, agriculture and
housing
 Encouraging rural industry,CSR, to digital
world.

19. Rural Infrastructure
 Road connectivity
 Post office
 Radio
 Television
 Press and Print Media
 Telecom service
 Mobile service
 Electrification

20. Social Infrastructure
 Rural Health Service
 Sub centers
 Primary Health centers
 Community Health centers
 Public distribution system

21. Agri Infrastructure
 Mandis
 Agricultural cooperatives
 Haats and Melas

22. Commercial Infrastructure
 Regional Rural bank
 Scheduled commercial bank
 Service cooperative bank

23. Challenges to Indian Marketer
(Marketing perspective )
 Indian market is open to foreign
companies
 The increasing number of cross
boarder alliance
 Growth of global brand in Indian
market
 Global life style
 Emergence of attractive rural market

24. Rural Marketing perspective
 Under developed people
 Under developed market
 Improper communication facilities
 Many languages
 Vastness & uneven spread
 Low per capita income
 Poor infrastructure facilities
 Seasonal demand
 Ineffective distribution channel
 Spurious brands

25. To overcome these challenges
 Strategic alliance, mergers and
acquisitions
 Reengineering
 Adopting TQM
 Supply chain management
 Tap untapped market