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Marketing Strategies for Rural India

The document discusses marketing strategies for rural areas in India. It notes that concepts from Western marketing may not directly apply to rural India. Rural India represents a large potential market, but has been under-exploited. To better tap into the rural market, marketing approaches need to be adapted to rural scenarios and focus on basic, no-frills products that meet essential needs. Companies also face challenges in communicating with rural consumers due to low literacy rates. To succeed, marketing in rural India must comprehensively address consumer needs and fit within their lives while accounting for economic, psychological and social factors.

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ravi singh
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92 views1 page

Marketing Strategies for Rural India

The document discusses marketing strategies for rural areas in India. It notes that concepts from Western marketing may not directly apply to rural India. Rural India represents a large potential market, but has been under-exploited. To better tap into the rural market, marketing approaches need to be adapted to rural scenarios and focus on basic, no-frills products that meet essential needs. Companies also face challenges in communicating with rural consumers due to low literacy rates. To succeed, marketing in rural India must comprehensively address consumer needs and fit within their lives while accounting for economic, psychological and social factors.

Uploaded by

ravi singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd

TITTLE:

Analysing The Marketing Of Consumer Product (Both


Durable And Non-Durable Products) In Rural Area.

SYNOPSIS:
Marketing in developing country like India have often been borrowed from the western world.
Concepts like Brand identity, Consumer Relationship Management, 4 Ps of the marketing mix,
Consumer behaviour process; Segmentation, Targeting, and positioning etc. have often been lifted
straight from the marketing intelligentsia abroad and adopted in India conditions, often with
minimal success.

The rural India offers a tremendous market potential. Nearly two thirds of all middle-income
households in the country are in rural India and represents half of India buying potential. Despite,
the strong potential the rural India markets are by and large less exploited. Consider the market, out
of five lakhs villages in India only one lakh has been tapped so far. According to me, if the rural
market has to be adequately tapped, there has to be a charge in the way marketing concepts learnt
in B-school with adequate adoption according to scenario’s prevalent in rural India. The product in
the rural market should essentially operate at the basic and expected level of product classification.
They should essentially meet the basic needs of the consumer and should be a no-frill product, as
the consumer would not be valuing much any further addition to the product concept. Companies
also face a daunting task in communicating about their products to the consumer due to lack of
literacy and failure of traditional media to penetrate in the rural households.

For achieving the desired results of capturing the rural consumer a comprehensive approach to the
traditional marketing concept has to be taken. This marketing mix has to be responsive to consumer
needs and fit into his life as a tool of self-enhancement. To be successful the concept of marketing
has to be taken in conjunction with its economic, psychological and social implications.

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