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ADMINISTRATION
( Affiliated AICTE)
ALFA -2 GATE NO.5 GREATER NOIDA ( NCR)
Management Studies
• RURAL MARKET
• CENSUS OF INDIA 2001 - A place where the population is
not more than 5000, the density of population is not more than
400 per square kilometer and atleast 75% of the male
population is engaged in agriculture.
Rural Marketing Definition
Function that manages all activities involved in assessing,
stimulating and converting the purchasing power of rural
consumers into effective demand for specific products and
services to create satisfaction & a better standard of living for
achieving organizational goals.
1. Large Population
2. Higher Purchasing Capacity
3. Market Growth
4. Development of
Infrastructure
5. Insulated from the global
economic slowdown (RMAI)
WHAT IS INNOVATION?
PRICE:
PLACE:
• Segmentation
• Coverage of villages with 2,000
and above population
• Distribution up to flea markets/
Mandi/shanties/ Melas.
• Direct Contact with rural Retail
The 4Ps of Rural Marketing
PROMOTION: • Television
• Radio
• Haats, Melas,
Fairs.
• Print media
• Cinema
• Hoarding/ Wall
Painting
• Rural van
Examples of Innovations in
Rural an eye view
Examples of Innovations in
Rural Marketing Mix
• ICICI BANK customized their rural ATMs, so they can
operate biometric authentication. ICICI rural ATMS are
battery operated so that power failure is not issue.
• Nokia develop affordable Mobile phones for rural markets
with unique features such as local language capabilities,
present time/ call limits.