Priyanka Sahni (Seminar ppt)..pptx abcdv

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1. RURAL MARKETING IN INDIA : CHALLENGES & OPPORTUNITIES Presented by: PRIYANKA Roll no.: 250101050043 GURU JAMBHESHWAR UNIVERSITY OF SCIENCE & TECHNOLOGY, HISAR HARYANA SCHOOL OF BUSSINESS

2. TABLE OF CONTENT Introduction of Rural Marketing in India Evolution of Rural Marketing in India Meaning of Rural marketing Importance Feature Challenges Opportunities Future of Rural Marketing Conclusion Slide 1

3. INTRODUCTION OF RURAL MARKETING IN INDIA Rural marketing means selling goods and services in rural areas. About 70% of India’s population lives in rural areas. Most rural people depend on agriculture for their income. Rural India is becoming a large market for many products. It focus on understanding the needs of rural consumers. It includes promotion, pricing and distribution suitable for villages. Rural marketing helps in improving living standards and the economy. Slide 2

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5. EVOLUTION OF RURAL MARKETING IN INDIA The evolution of rural market in I ndia can be simplified into four phases:- PHASE 1: BEFORE 1960s Focus:- Selling agricultural products and trading local crafts. Marketing:- Simple exchanges within villages, based on traditional needs. PHASE 2: 1960s – 1990s Key Event:- The Green Revolution increased agricultural prosperity. Focus:- Demand for agricultural inputs (seeds, fertilizers) grew and companies started marketing these to rural areas. PHASE 3: 1990s – 2000s Key Event:- Economic liberalization and pro-rural government initiatives. Focus:- Companies began marketing consumer goods, including household items and durables, to rural markets. Marketing :- Introduction of new products and services specifically for rural consumers. Slide 4

6. PHASE 4: POST – 2000s Key Events:- I ncrease access to media, infrastructure growth and financial inclusion. Focus:- Rural consumers became more aware and their purchasing habits changed, creating a huge market for both consumer and durable goods. Marketing:- Companies tailored strategies for awareness, affordability, accessibility and acceptability. Slide 5

7. MEANING OF RURAL MARKETING RURAL MARKETING MEANS SELLING AND PROMOTING GOODS AND SERVICES IN THE RURAL OR VILLAGES AREAS. IN RURAL AREAS MOST OF PEOPLE DEPEND ON AGRICULTURE FOR THEIR LIVELIHOOD . THAT’S WHY RURAL MARKETING PLAYS A VERY IMPORTANT ROLE IN THE COUNTRY’S ECONOMY. IT FOCUS ON UNDERSTANDING THE NEEDS, PREFERENCES AND LIFESTYLE OF RURAL PEOPLE AND THEN PROVIDING THEM SUITABLE PRODUCTS AT AFFORDABLE PRICE . IN SIMPLE WORDS , RURAL MARKETING CONNECTS THE PRODUCERS AND CONSUMERS OF VILLAGES . Slide 6

8. IMPORTANCE OF RURAL MARKETING LARGE RURAL POPULATION RISING INCOME LEVELS UNTAPPED MARKET POTENTIAL GROWTH OF FMCG AND CONSUMER GOODS SOURCE OF RAW MATERIALS EMPLOYMENT OPPORTUNITIES BALANCED ECONOMIC DEVELOPMENT SUPPORT FOR GOVERNMENT SCHEMES Slide 7

9. FEATURES OF RURAL MARKETING LARGE & SCATTERED POPULATION:- Example: villages are spread far apart , unlike cities. SEASONAL DEMAND:- Example: Tractor sales increases during harvest season. STRONG COMMUNITY INFLUENCE:- Example: If a village leader likes a product, the whole village follows. TRADITIONAL MINDSET BUT MODERN SHIFT:- Example: Earlier villagers preferred home remedies, now they go to doctors. AGRICULTURE ECONOMY :- Agriculture is the primary source of income, leading to seasonal fluctuations in purchasing power and demand pattern. Slide 8

10. CHALLENGES OF RURAL MARKETING LOW LITERACY LEVELS :- Many rural people cannot read advertisements or instructions. Companies use symbols & local language EXAMPLE:- Fertilizer packs with picture. Slide 9

11. 2. POOR INFRASTRUCTURE Bad roads, no electricity, weak transport in some villages create problem. Cold storage, delivery issues EXAMPLE:- Cold drinks/ice-creams can’t reach properly without cold storage. Slide 10

12. 3. LOW PURCHASING POWER Less income – focus on basic needs Demand for small or cheap packs EXAMPLE:- Instead of a big bottle of shampoo, they buy a Rs. 1 sachet. Slide 11

13. 4. SEASONAL DEMAND Income depends on harvest season Farmers earn money only during harvest season, so demand is not regular EXAMPLE:- Tractors/ bikes sales increase after harvest but reduce later. Slide 12

14. 5. TRADITIONAL MINDSET Rural people believe in trusted brands and don’t change easily. Trust on shopkeepers & word of mouth EXAMPLE:- A family using T ata salt for years won’t switch to a new brand quickly. Slide 13

15. 6. COMMUNICATION BARRIERS Different languages and cultures make it tough. Ads needs local customization. EXAMPLE:- An ad in Hindi won’t work in Tamil Nadu villages. Companies have to adapt to local culture. Slide 14

16. 7. DISTRIBUTION PROBLEMS Villages are scattered and small. Supplying products to all villages is costly. EXAMPLE:- A small village with only 500 families may not get regular supply of branded products because companies don’t find it profitable. Slide 15

17. OPPORTUNITIES OF RURAL MARKETING LARGE CONSUMER BASE: 70% of India’s population lives in rural areas. Huge demand for daily-use and agricultural goods. Example :- HUL earns major revenue from rural India. Slide 16

18. 2. GOVERNMENT SCHEMES & INFRASTRUCTURE GROWTH Better roads, electricity, internet and banking facilities. Easier product distribution and communication. EXAMPLE:- PM Gram Sadak Yojana & Digital India improving connectivity. Slide 17

19. 3. GROWTH OF RURAL E-commerce Internet (jio) and smartphones reaching villages. People ordering goods online. EXAMPLE:- Amazon, Flipkart and Meesho delivering to rural pin codes. Slide 18

20. 4. AFFORDABLE & SMALL- SIZE PRODUCTS Companies offer low – priced and small packs to attract rural buyers. Helps rural consumers try branded products. EXAMPLE:- Rs.1 shampoo sachets, rs.5 biscuits, rs.10 creams. Slide 19

21. 5. RURAL ENTREPRENEURSHIP GROWTH Local entrepreneurs and self-help groups rising. Rural marketing supports small businesses. EXAMPLE:- Women SHGs selling papad, pickles, handicrafts. Slide 20

22. 6. CULTURAL & FESTIVAL PROMOTION Companies can promote products in local fairs and festivals. Builds emotional connection with rural consumers. EXAMPLE:- Telecom companies promote during KUMBH MELA & Local Haats. Slide 21

23. 7. EXPORT AND AGRICULTURAL OPPORTUNITIES Rural areas produce export – quality goods. EXAMPLE:- Handicrafts, organic products and agri-goods exported abroad. Slide 22

24. FUTURE OF RURAL MARKETING More focus on digital & e-commerce. Green energy products (solar lamps, solar pumps) Health & education services. Startups targeting rural needs. Rural India = growth engine of Indian economy. Slide 23

25. CONCLUSION Rural marketing plays a vital role in India’s overall economic growth. It helps connect villages with cities- creating a bridge between producers and consumers. Though there are many challenges like poor infrastructure, low literacy, and cultural barriers- companies are finding innovative solutions. The future of rural marketing is bright due to rising income, digitalization and government schemes. Rural India is no longer backward – it is becoming modern, digital and aspirational. When rural areas grow, the entire nation grows, leading to inclusive and balanced development. Slide 24

26. REFRENCE :- Ashok Jain, Varun Jain and Pallavi Jain. Rural Marketing (semester – 3). Vk Global Publication Pvt. Ltd. Slide 25