Rural marketing involves the process of developing, pricing, promoting, distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieves organizational objectives. It is a two-way marketing process wherein the transactions can be: 1. Urban to Rural 2. Rural to Urban 3. Rural to Rural Rural marketing requires the understanding of the complexities. Indian agricultural industry has been growing at a tremendous pace in the last few decades. The rural areas are consuming a large number of industrial and urban manufactured products. The rural agricultural production and consumption process plays a predominant role in developing the Indian economy. This has designed a new way for understanding a new process called Rural Marketing. Reebok in India: Reebok started its operations in India in 1995. Headed by Managing Director Mr. Subhinder Singh Prem, Reebok had branch offices in Mumbai, Kolkata and Bangalore and ranks at the top amongst international footwear companies in India. Reebok reaches out to its target customers through its 500 exclusive Reebok Stores, 200 Shop in the shop outlets & 2500 dealer outlets. Reebok has the single largest store in Hyderabad. Reebok is planning to add 55 new lifestyle stores by the end of this year. It offers different segments for both men and women like sports and fitness footwear, apparel, accessories, fitness equipment and the lifestyle section.
. Cirque du soleil boot. Reebok for Men: Reebok offers a wide variety of footwear for the Men. and shoe stores. Performance. Easytone flips. Reebok's 4Ps are the following: Reebok Product Mix Reebok offers a wide range of Footwear. Price. Hex ride radiate SF. Easytone go outside. Reebok offers like jackets. and other sports. football. Accessories like bags. blue and pink. as well as to sporting goods stores. fitness. Premier road plus. Reebok offers: Premier kfg. fitness and training. brown. In the footwear product mix it offers in Athletic. Jungle low. sippers. tops and bottoms for both men and women for activities like yoga. caps. soccer. Apparel. The various footwear from Reebok are: Reebok swing. and Classic 2. Rbk product line features street footwear 3. Performance line includes apparel and footwear designed for basketball. It constantly upgrades its shoes with new Comfort levels and offers in various designs. sizes and prices. Rangela. Reebok Verona. Satyam Shivam Sundaram. The footwear mix is offered both in men and women. Swades. grey. tennis. running. Casual and Court in a color range like black. The company distributes its products to athletic specialty stores and other retail shops. as well as classic reinterpretations. walking. colors. Hexride ready. Rang de Basanti. In the clothing.4 P’s approach of Indian Urban Market
The marketing mix or the 4 Ps of Marketing are Product. tennis. Clothing and Accessories for both Men and Women. Reebok sweep. Classic lifestyle product line includes footwear and apparel products. Reebok supreme. Reebok cover point. and accessories. The Reebok brand focuses on three product lines: 1. Verona. Smooth fit select ride. Rbk. department stores. Black. Dhoni Trainer. white. Reebok for Women: Reebok offers a wide range of women footwear. Place (distribution) and Promotion.
In the international markets.com are comparable to those sold by their retail partners. This can control costs and influence product pricing. It could be established in Pondicherry to the urban areas as making it available in showrooms and outlets. commitment to creativity. coupons and custom made sneakers on their products. and the desire to constantly challenge the status. vouchers. alliance events. and kids. sponsorship events and various advertising campaigns for its promotion. Reebok had separated 15% of its sales for its advertising and promotion activities. sponsorship events.
Promotion strategy Reebok provides great deals on quality footwear. men. It offers discounts. apparel. television commercials. online advertising. Reebok’s pricing is designed to be competitive to the other fashion shoe retailers. The pricing is based on the basis of premium segment as target customers. Place: Reebok shoes are carried by multi-brand stores and the exclusive Reebok stores across the globe.
. Reebok uses television commercials. so as not to take away sales and revenues from their traditional channel partners. billboards. Apart from this.000 retail accounts in almost 200 countries around the world.Price: The prices of goods sold at Reebok. Reebok sells its product to about 20. print ads. print ads. Reebok sells its products through independent distributors. there are celebrity endorsements. The company uses various promotional tools to bring awareness among its customers. Reebok as a brand commands high premiums. road shows. and fitness equipment for women. Reebok sports and lifestyle products are built on a strong heritage. billboards. Reebok’s pricing strategy makes use of vertical integration in pricing wherein they own participants at differing channel levels or take part in more than one channel level operations.
Media vehicles:-Reebok uses various media tools to promote its brand and create awareness about the products. licensees and subsidiaries.
It also includes outdoor bill boards. Several tie-ups were made with different television channels for its advertising. With Reebok. television commercials include Rahul Dravid. In 2007. Internet Advertising Reebok. transit posters. Time to time new commercials aired on TV. TNT basketball games. Reebok commercial of “Your Move” ad campaign featured celebrities like Bipasha Basu and Mahindra Singh Dhoni. Reebok campaign In 2008. Reebok.com sells the same products on their web site as they do in the stores.S. but they do put their web site address at the bottom of all their television commercials and print advertisements.com has not done much to promote its web site.Print Media Advertising consists of newspapers and Magazines. Reebok commercials aired during NBA Basketball games.com being international. global campaign of “Two People in One”. and direct mail. Reebok had enrolled various celebrities both from athletic and non-athletic background for its television commercials. providing the users more ways of getting what they want. the yellow pages. “Run Easy” campaign. Indian cricket captain Rahul Dravid and wicket keeper M. IN 2007. The various ad campaigns were started for every launch of their new products. Dhoni featured in the Run Easy television commercials.Print Media Advertising:. . the marketing message will have to be localized and "the choice of offline media will be determined on a country-to-country basis
. Television Media Reebok had joined hands with various Television channels for its commercials. ESPN basketball games and ESPN’s Sports Center.
To service remote village. stockiest use auto rickshaws. However. seasonal consumption linked to harvests and festivals and special occasions. which considers rural India as a future growth driver. Some companies have addressed the affordability problem by introducing less price shoes in nearby shops in rural areas. given the poor state of roads. To ensure full loads.
. products need to be affordable to the rural consumer. However. the company depot supplies.2 million sq km. With low disposable incomes. affordability. Affordability
The second challenge is to ensure affordability of the product or service. it is an even greater challenge to regularly reach products to the far villages. and inaccessibility to conventional advertising media. twice a week. the rural consumer is not unlike his urban counterpart in many ways. large number of daily wage earners.000 villages are spread over 3. The more daring MNC’s are meeting the consequent challenges of availability. power problems. India's 627. bullock-carts and even boats in the backwaters of Pondicherry. Reebok. has built a strong distribution system which helps its brands reach the interiors of the rural market. has evolved a hub and spoke distribution model to reach the villages. poor roads. large distributors which who act as hubs. finding them is not easy. Reebok. 700 million Indians may live in rural areas.4 A’s approach of Indian Rural Market
The rural market may be appealing but it is not without its problems: Low per capita disposable incomes that is half the urban disposable income. most of who are on daily wages. acceptability and awareness (the so-called 4 A’s) Availability The first challenge is to ensure availability of the product or service. acute dependence on the vagaries of the monsoon.
Brand awareness is another challenge. The company tied up with non-governmental organizations and offered reasonablypriced policies in the nature of group covers. However.Reebok. Therefore. among the first MNC’s to realize the potential of India's rural market. Outing for the former is confined to local fairs and festivals and TV viewing is confined to the state-owned Doordarshan. Reebok has addressed the affordability issue by introducing the returnable priced. however. The rural consumer has the same likes as the urban consumer — movies and music — and for both the urban and rural consumer.
. has launched a variant of its largest selling shoes brand. Acceptability The third challenge is to gain acceptability for the product or service. With large parts of rural India inaccessible to conventional advertising media — only 41 per cent rural households have access to TV — building awareness is another challenge. Consumption of branded products is treated as a special treat or indulgence. the rural consumer has the same likes as the urban consumer — movies and music — and for both the urban and rural consumer. the rural consumer expressions differ from his urban counterpart. One company which has reaped rich dividends by doing so is bata. The companies that have tailor-made products for the rural market have performed well. the family is the key unit of identity. the family is the key unit of identity. there is a need to offer products that suit the rural market. Fortunately.