ruralmarketppt-140305074758-phpapp02.pptx

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1. Adaptive Marketing Mix for Rural Market

2. A marketing activity which is targeted to rural population in the rural areas . Which have some difference in their needs , wants , desire , buying behavior, consumer behavior etc. What is Rural Market

3. RURAL MARKETING MIX

4. What is actually rural marketing mix? According to Thomson , “The mix of controllable marketing variables that the firm uses to pursue the desired level of sales in the target market with setting up different strategy for different market.” DEFINITION

5. Large population Change in lifestyle Lifecycle advantages Market growth rate higher than urban Rural marketing is not expensive

6. 4 P’s of marketing mix

7. What is a Product mix? Philips Kotler “A PRODUCT MIX is anything that can practices by marketer for attention, acquisition, use, or consumption and that might satisfy a want or need. It includes physical objects, services, persons, places, organizations and ideas.”

8. RURAL PRODUCT CATEGORIES Rural Product FMCG’s Consumer Durables services Agri-Inputs

9. FAST MOVING CONSUMER GOODS (FMCG’S) Goods which are used in day to day life

10. Consumer Durables Tangible goods that normally survive long with a lot of usage. Normally require more personal selling and service. Command a higher margin.

11. SERVICES companies are harnessing the potential of the hire and by launching a plethora of services like, 1) Telecommunication, 2) Banking & Insurance, 3) Internet,etc .

12. AGRI- INPUTS Product which are used for agricultural outputs are agriculture inputs

13. Sapling stage Product gained susbstantial recognition & it’s sales are shooting up Rivals 1 st launch Competitive Launch

14. Rural product strategy

15. Look-alikes: e.g. Spell-alike : Duplicates: Threats in rural branding

16. Rural products

17. Pricing mix Generates revenue to the particular product Determine profitability of the business E.g. Videocon radio

18. Rural pricing objectives Profit maximisiation in long run eg : chik shampoo Minimum returns on sales turnover Deeper penetration of market e.g. Vim Bar For Urban 15 rs. (400gm) For Rural 4rs. (200gm) Keeping up with the competition Increasing sales volumes and market shares

19. Rural pricing strategies Low cost /cheap product Avoid sophisticated packing Refill packs/reusable packing Value engineering

20. Methods of pricing Penetration pricing e.g.: Chota munch Differentiation pricing e.g.: Videocon and LG Introduce worth rs.2

21. Rural distribution BULLOCK CART TRANSPORT CAMEL TRANSPORT

22. PROMOTION MIX FORMAL MEDIA : Local language newspapers: eg: Loksatta in Maharashtra. Television: eg: DD national Radio: eg : regional radio

23. WALL PAINTING FORMAL MEDIA

24. Village as place for promotion, distribution - different form town or city – general marketing theories can’t be applied. Reaching right place is the toughest part in today’s market. Because high distribution cost. Most –the rural retailers themselves go to the urban areas to procure these goods. PLACE MIX

25. PROMOTION MIX OTHER INFORMAL MEDIA : Farm to Farm/House to House Group meeting : eg: MRF tyres Opinion leaders: eg: asian paints(house painting) Melas: eg: asian paints(horn painting) Folk dances: eg: Thums-up sponsors Lavnis