Rural Marketing

Rural Marketing

Submitted By- Submitted to-

Ayush Singla Sanjay Chandwani

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Rural Marketing

4A’s of Rural Marketing

Some of the features of Rural Marketing are-

 Low Per capita disposable income

 Large number of daily wage earners
 Dependence on the climatic conditions
 Seasonal consumption
 Not proper infrastructure
 Inaccessibility to conventional advertising media

This 4A model is like the 4P model of Marketing mix, the difference it shows is
main streamline and Rural Market. 4A perceived to be more customer
oriented. The 4A's are Affordability, Availability, Awareness, and Acceptability.

1) Availability- In rural areas, the income of the people is not so high. This
is the reason for which the consumers are unable to spend on luxury
goods. Moreover, they are mostly concerned about buying the
necessary products. Keeping in mind the low affordability of rural
consumers, marketers must plan for small packaging of the products at
an economical price to capture the attention of price-
sensitive consumers.

For Example- Over the years, India's largest MNC, Hindustan Lever, a
subsidiary of Unilever, has built a strong distribution system which helps its
brands reach the interiors of the rural market.

2) Affordability- The regular supply of the products in the remote/village

areas is another challenging task. We know that rural consumers are
usually daily wage earners who spend on the necessities every day. But,
many times, the product is not readily available in the rural markets, due
to which such consumer may shift to another substitute product.

For Example-

 Hindustan Lever, among the first MNC’s to realize the potential of India's
rural market, has launched a variant of its largest selling soap brand,
Lifebuoy at Rs 2 for 50 gm

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 Coca-Cola has also introduced Sunfill, a powdered soft drink

concentrate. The instant and ready-to-mix Sunfill is available in a single-
serve sachet of 25 gm priced at Rs 2 and mutiserve sachet of 200 gm
priced at Rs 15.

3) Acceptability- The product should be designed in a user-friendly manner

such that it satisfies all the needs of a consumer by deriving them some
value. If the rural consumers are willing to put in extra money for buying
the product, it shows their acceptability towards the brand.

For Example- LG Electronics. In 1998, it developed a customized TV for the

rural market and christened it Sampoorna.

4) Awareness- Marketers need to focus on that medium of communication

and entertainment which are commonly available in rural areas. This will
help them to create brand awareness and grab the attention of these
potential rural consumers towards their product.

For Example-

 Hindustan Lever relies heavily on its own company-organized media.

These are promotional events organized by stockiest.
 Coca Cola advertising stressed its `magical' price point of Rs 5 per bottle
in all media.

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