The 4A's of Rural Marketing.

This explains the usage of the 4A framework of marketing to identify the challenges of rural markets and helps in providing strategic solutions to overcome these challenges.

1. The 4A’s of Rural Markets

2. Contents Acceptability Affordability Accessibility Awareness Sector wise importance Summary The 4A's of Rural Markets 2

3. Acceptability Acceptability is defined as an ability of the firm's total offerings to meet and exceed the expectations and needs of the customer. The 4A's of Rural Markets 3

4. Challenges to Acceptability The 4A's of Rural Markets 4

5. Strategies to overcome challenges of Acceptability The 4A's of Rural Markets 5 Chotukool

6. Strategies to overcome challenges of Acceptability The 4A's of Rural Markets 6

7. The 4A's of Rural Markets 7

8. Strategies to overcome challenges of Acceptability The 4A's of Rural Markets 8

9. Trends in Acceptability The 4A's of Rural Markets 9

10. Affordability Affordability refers to ‘willingness' and the ‘ability' to pay for a purchase of a particular product or service. The willingness to pay reflects ‘economic desirability' and the ability to pay reflects ‘economic viability' from customer's perspective. The 4A's of Rural Markets 10

11. Challenges to Affordability The 4A's of Rural Markets 11 T he per capita income of rural areas is ₹40,772 compared to ₹1,01,313 of urban areas in 2011-12. (PTI, 2016) According to the National Sample Survey Office 40% of rural households are dependent on farming as the main source of income.

12. The 4A's of Rural Markets 12

13. Strategies to overcome challenges of Affordability Design an offering that is affordable by rural people keeping their disposable income in mind – ‘Sachet Revolution’. I ncrease the disposable income of rural customers – ‘Inclusive Marketing’. The 4A's of Rural Markets 13

14. ITC e-choupal impact The 4A's of Rural Markets 14

15. Strategies to overcome challenges of Affordability – Selection of target markets The 4A's of Rural Markets 15

16. Awareness Awareness can be defined as knowing and understanding both the brand and product. An ideal awareness campaign should equip customers with knowledge about the product and brand. Product knowledge helps customers in understanding the benefits that it provides while knowledge about the brand helps in ‘top of the mind recall’ of the brand. The 4A's of Rural Markets 16

17. Challenges to Awareness The 4A's of Rural Markets 17 T he literacy rate in rural India is 71% compared to 86% of urban areas The mass media penetration stands at 57% in rural areas

18. Strategies to overcome challenges of Awareness The 4A's of Rural Markets 18

19. Non-conventional media The 4A's of Rural Markets 19 47000 hats

20. HUL 3 Roses – Pushkara in Andhrapradesh I t distributed around 3000 cups of hot beverage across 250 small tea stalls organised in mela in Andhra Pradesh. These cups have the brand logo and message appearing on them as and when filled with the hot beverage. HUL claims that this initiative saw a sales rise within 12 days of the festival. The 4A's of Rural Markets 20

21. The 4A's of Rural Markets 21

22. Evaluating the performance of Awareness The 4A's of Rural Markets 22

23. Accessibility Accessibility can be defined as the company's ability to ensure that its offering meets up with the customer, at the time and place of the customer's choice . The aim of the accessibility is to minimize the effort from the customer side in obtaining the offering The 4A's of Rural Markets 23

24. Accessibility The 4A's of Rural Markets 24

25. Challenges to Accessibility The 4A's of Rural Markets 25

26. Strategies to overcome the challenges of accessibility The 4A's of Rural Markets 26

27. Strategies to overcome the challenges of accessibility The 4A's of Rural Markets 27

28. Sector wise importance The 4A's of Rural Markets 28

29. Conclusion Strategies for 4A’s Value engineering Inclusive marketing Societal marketing & Customization of Content Collaboration & Co-creation The 4A's of Rural Markets 29