Rural Marketing Assignment

Group 4
(Palak Sharma)

Q2. Spot the differences between urban marketing and rural marketing?

Urban and rural communities have historically had different demographics, interests, and
opportunities. While the communications boom of the internet is blurring the lines somewhat,
there are still broad differences. These differences often necessitate varied marketing
strategies for companies wishing to sell to both markets.

Access to Consumers

Rural areas are remote from city centers; they, therefore, do not enjoy the same easy access to
major shopping venues that city dwellers enjoy. A marketing plan targeting rural consumers
might rely on internet sales or a partnership with stores already serving the rural area. Its
message would be less likely divided into different versions for different consumer
subgroups.

A marketing campaign aimed at the urban market definition might need to be broken into
subsets to appeal to the many diverse groups within the marketing area. It would also need to
be more unusual or aggressive to stand out from the sea of ads competing for urban
consumers' attention.

Rural and Urban Cultures

Rural and urban has many cultural characteristics in common, yet some differences apply. An
ad featuring a popular country music star would be more favorably received in rural markets,
as an ad featuring jazz would likely be well-received as an urban marketing idea. An ad using
words like "dependable," "traditional" and "values" might resonate best with rural consumers,
while words such as "innovative," "fresh" and "new" might have more appeal to an urban
consumer. Marketing that blends in with the cultural norms of each community is more likely
to result in sales.

Marketing Methods

It is pay attention to the importance of urban marketing vs. rural marketing. Different
approaches will have different effects. Consumers who live in a rural area where change is
slow to take place may respond best to one-on-one marketing done by salespeople who take
the time to establish themselves in the community and earn trust. However, the same
personal, get-to-know-you approach might be viewed with suspicion in an urban setting,
especially if a no-nonsense, factual selling technique is the norm.
It's wise to take note of the sales techniques that are already working, when drawing up a
location-specific marketing campaign. Other good methods to try with rural targets include
direct mail marketing, local newspaper advertisements, and local radio commercials

Infrastructure availability

Electricity supply, availability of finance facility, education level, roads, connectivity and
presence of organized markets: In these infrastructural aspects, the rural market varies widely
from the urban market.

Income Streams

The pattern of income generation in rural areas based on agriculture is seasonal and highly
unreliable unlike the fixed monthly income in the urban areas. This created a consumption
pattern that is quite different from the urban one.
 
Lifestyle

The lifestyle and daily routine of consumers in two markets is markedly different. This
creates significantly different profile of urban and rural consumers for the same product.
 
Context

Because of variation in infrastructure, lifestyle and the income aspects, the context in which
an individual exists in rural areas is very different from the one urban areas. This creates
difference in nature and priorities of needs in two markets.
 
Socio-cultural background

Value system and thus perception towards goods/services and consumption in general is quite
different in the two markets.

Accessibility

The cost and logistics of accessing consumers in a highly widespread and heterogeneous rural
market are very different from those involved in reaching urban consumers concentrated in
good number in a single location. It demands two distinct marketing approaches.
 
Media reach and habits

The reach of media vehicles and the media habits, varying widely in rural and urban markets,
requires different type of promotional strategy in these two markets.
 
Nature of competition

The nature and intensity of competition amongst the brands is very different in the two
markets.