Rural Marketing

“The future lies with those companies who see the poor as their customers”
C.K. Prahalad
Presented By : Group 13 Ravindra Mohan-211146 Varun Jindal-211161 Durgendra Singh-211172

Rural Market empowering Rural India
Durable Goods Input Rs.5000Crore

73% of total population in around 570,000 villages

Literacy rate improved to approx. 58%

Low penetration rate- high marketing opportunities

Around 85% Villages are electrified & more than 50% homes have electric connection.

Factors influencing buying behaviour ...
Social & Cultural factors

Literacy Level

Occupation

Seasonal Demand

Exposure to Product

Challenges ...

India’ way is not Europe’s. India is not Delhi Mumbai. India is its thousand of villages….MAHATMA GANDHI.

INADEQUATE BANK AND CREDIT FACIL TRADITIONAL LIFE SEASONAL DEMAND CULTURAL FACTORS LOW STANDARD OF LIVING

PRICING OF PRODUCT

Opportunities ...
Affordability : The designing of product should match the needs of customer. The product should be in people buying capacity. Availability : Retailer should try to make a difference through influence. Companies should work out on reaching the customer on time.

Awareness : The awareness program should reach customer mind set. Promotions should be done in local language and packaging, logo etc should be decided wisely.

Acceptability : Most important theme of marketing mix. The product should deliver a great solution to customer. The product should feel comfort with the comfort

THANK YOU