RURAL MARKETING

-LIKHITHAA D
 RURAL AREA
A rural area or a countryside is a
geographic area that is located
outside towns and cities.

As per census any habitation with

a population density of less than
400 per square kilometer is known
as Rural.
 RURAL MARKETING
Rural marketing is a process of developing, pricing, promoting,
and distributing rural specific goods and services leading to
desired exchange with rural customers to satisfy their needs and
wants, and also to achieve organizational objectives.
 OBJECTIVES OF RURAL MARKETING

Rapid
Reduced Burden Economic
on Urban Employee
Growth
Population Generation

Optimum
Improved
Improved Utilization
Rural Price
Living of Rural
Infrastructures Stability
Standard Untapped
Resources
68% Population of India
32% Population in India
IDEAS FOR EFFECTIVE RURAL MARKETING
STRATEGIES IN BOP SEGMENT
 1. PRODUCT OFFERING

DISTINCTIVE
PACKING

BRANDS ARE
IDENTIFIED AND
DIFFERENTIATE
D ON THE BASES
OF THE COLOUR
 2. PRICE

Rs.10 sachets
Rs.10 sachets contributes growth of
contributed around brand despite
challenges from
50% of sales
smuggling tea.
 3.PROMOTION
By using Customized Media
4. DISTRIBUTION
COMMUNITY
DEVELOPMENT
100
MILLION
CONSUMERS
INFLUENCE

COMMUNICATE

REACH 100,000
VILLAGES
 LIFEBOUY SWASTHYA CHETNA (LBSC)

LBSC is a rural health and hygiene

initiative which started in 2002.

Spreading information on how

washing hands can keep away
diseases.

Targeted 5 crore population across

15000 villages. In media dark villages
such as UP, MP, Bihar, Orissa.

Targeted mainly children and mothers.

 COCO-COLA CAMPAIGN
“THANDA MATLAB COCO-COLA”
It doubled the number of outlets in rural areas
from 80,000 in 2001 to 160,000 in 2003 which
increased market penetration from 13%-25%.

Brought down average price of products from

Rs.10 to Rs.5.

They believed that real market in India is the rural

areas.

In 2002, CCI launched a new advertisements

campaign featuring Aamir Khan.

The advertisement with tagline ‘Thanda matlab

Coca-Cola’ was targeted at rural customers.
 MAGGI INDIA CASE STUDY
THROUGH NESTLE R&D
LAUNCHED MAGGI MASALA-AE-MAGIC
An affordable, fortified taste enhancer
 Global
India
2%

Seeking & Striving

India
12%

Aspiring India
34%

Deprived India Current portfolio

52% to tap this
population
 OUT OF BOX MARKETING STRATEGY

MASS MEDIA IN
PACKING IN A
TERRESTRIAL
VERNACULAR
NETWORK

BRINGING THE
LOW COST
MARKET TO THE
CONSUMER VISIBILITY AID

SAMPLING IN NUTRITION
VILLAGES AND AWARENESS
SLUM PROGRAMME