2. RURAL MARKETING
• Defined as any marketing activity in which one
dominant participant is from a rural area.
• Implies that rural marketing consists of
marketing of inputs (products or services) to
the rural as well as marketing of outputs from
the rural markets to other geographical areas.
December 6, 2013
3. RURAL MARKETING IN INDIA
• The concept of rural markets in India is still in evolving shape,
and the sector poses a variety of challenges.
• Rural marketing constitutes the nerve center of rural
development activities.
December 6, 2013
4. FEATURES OF RURAL MARKETING IN
INDIAN ECONOMY
• Large & scattered market
• Changing the demand pattern
• Major income comes from agriculture
• Low standard of living
December 6, 2013
5. CHALLENGES IN RURAL MARKETING
• Low literacy
• Seasonal demand
• Transportation
• Distribution
• Communication problems
• Media for promotions
December 6, 2013
6. REASONS FOR IMPROVEMENT OF
BUSINESS IN RURAL AREA
• Socio-economic changes
• Literacy level
• Infrastructure facilities
• Increase in income
• High expectations
December 6, 2013
7. STRATEGIES FOR RURAL MARKETING
• Product strategies
• Pricing strategies
• Distribution strategies
• Packing strategies
December 6, 2013
10. DISTRIBUTION STRATEGIES
• Through co-operative societies
• Public distribution systems
• Distribution up to feeder markets
• Multi purpose distribution centre
December 6, 2013
12. EMERGING TRENDS IN RURAL
MARKETING
•
•
•
•
•
•
Online rural market
Information through different dealers
Cost benefit analysis
Need based production
Market driven extension
Processing industry
December 6, 2013
15. PROBLEMS RELATING TO RURAL
MARKETING
• Lack of infrastructure
• Not encouraging new thinking & new products
• Lack of proper physical communication
• Inadequate media coverage
• Many languages & dialects
• Electrification
December 6, 2013
16. SUGGESTIONS FOR RURAL
MARKETING IN INDIA
• The government should encourage private
shopkeepers & co-operative stores to come forward &
establish there business in rural areas.
• Some of the leading companies must delivery vans in
rural areas for resolving the distribution problems.
• The companies must take care about the recruitment &
selection of sales persons who are willing to work in
rural areas. {local language & patience}
December 6, 2013
17. • With reference to marketing communication in rural
areas the companies should use the organized mediamix policy.
• Rural people need awareness classes & demonstrations
for better understanding
December 6, 2013
22. CONCLUSION
• The rural marketing in India is quite
fascinating and challenging.
• Large scope for the marketers. Improvement
in infrastructure and reach promise a bright
future for those intending to go rural.
• Rural market is not exploited completely and
is yet to be explored.
December 6, 2013
