Urbanization:

Rural marketing: 70% villages

Green marketing: 30% cities
Habitations:
Density of Population:
Sustainable Development:
Regional Imbalance:
Allied activities in Agriculture: Farming, Animal Husbandary

Frugal innovation:
designing the product which are exclusively ment for rural market.

Features/ Challenges/ Characteristics of Rural Marketing:

1. Scattered Population:
ARD- Authorized Representative Dealer
Project DISHA- Distribution Increase through Systematic Hate Activity

2. Illiteracy:
limitation of rural marketing is : The present data available on rural demographics, there
consumption behavior, there preferences and perceptions are very less. This inhibits rational
sales planning
Literacy rate as per 2011 censesus 68.52%.
Female literacy rate as per rural India is 58.75%(2011 census).
Prominent that Rural Indian Girls don’t have education is domestic help and looking after the
children

3. PERSONAL CHANNEL
3 important personal communication channel
a. Advocate channel/ Push strategy
Where individual tries to push the sales
b. Expert channel/ Pull strategy
c. Social channel- Uses personal strategy
Selling focuses on Push strategy to increase sales.
marketing strategy

4. NON PERSONAL COMMUNICATION CHANNEL

 Stalls, Mass Media, Social media, Tv, Radio, Mela, Puppet shows, Games
Awareness programmes.

Consumer Durables:
White goods
Brown goods
 5. Designing an effective message for rural marketing(5 sub problems)
1. What to say Message content
2. How to say it logically Message Structure.
3. How to say symbolically—>Message format structure
4. In what context to say –> Message Context Association
5. Who should say it Message Source.

What to say Message content

Types of Appeals
 Rational Appeal: stating the rational appeals(logical appeal) Plastic can be
converted to jeans and jackets Unique selling proposition
 Emotional appeal: (Titan watch ad).
 Humors Appeal: (glycodin caugh syrup
 Fear appeal: (Life Insurance corporations).

How to say it logically Message Structure.

Message structure and content is very important pictorial representation is important
for rural marketing.

How to say symbolically—>Message format structure

Message format: How to say anything symbolically, should be told in

In what context to say –> Message Context Association

Context

Who should say it Message Source.

Who should say:
 Likable source.
 Trust worthy source.
 Expert source.

There are three important fake brands

1. Spell alikes – KWALITY is spelled as QUALITY
2. Look alikes – PARLE-G biscuit packet is look alike the PARLA-G
3. Duplicates -
Profiling and probing.
Fundemental principla KYC – know your customer.
For probing the environment and behavior the following question must be asked
BDU who buys who decides and who uses it.
BUD:
B who buys the commodity
U who uses the commodity
D who decides the commodity
Probing of rural consumers could be done from different from different context they are
1) Social classes and intension.
2) Consumer receptivity
3) Increasing brand consciousness
4) lifestyles.
5) Buying roles.

AICDA Model:
Deciding communication objectives in Rural market:

Communication model for Rural marketing

AICDA rural model

A  Awareness
I  Interest
C Conviction
D Desire.
A  Action

A  Awareness
Create Awareness of your commodity should be immediately told to
During Mela (Fair) Shande is often conducted in rural areas
Individual interactions
Conviction: To give information in their vernacular language.
STEPS TO CONDUCT AICDA MODEL:
Message Effectiveness in Rural Market
1) Language
2) Pictorial Representations
a. Personal communication channel
b. Non-Personal communication channel
3) Form of Message
a. Narrative Approach
b. Utilitarian Approach
4) Source of the Message
a. Advocate channel/ Push Strategy
b. Expert channel/ Pull Strategy
c. Social channel
i. Trust Worthy Source
ii. Likable Source
iii. Expert Source
5) Message context

There are several factors which determines the effectiveness of a message following factors
must be considered for effectiveness
1. Language
The language that is used who will demonstrating ( Accredited social health activists).
Primarily to improve social health they follow feet on feet model in rural area who

Noatis Company started given training program to Those who have basic education, did
this under CSR activity.
ASHA, Colgate Plam olive Project Disha

2. Pictorial Representations
a. Personal communication channel
b. Non-Personal communication channel
Distribution increased, direct interaction pictorial representation using pictures to
enhance the

3. Form of Message
The form of message: there are two formats through which message can be portrayed
a. Narrative Approach
Explain the virtues of commodity in detail.
b. Utilitarian Approach
You don’t convey the detail approach, We talk about the uitility of the commodity
 4. Source of the Message
a. Advocate channel/ Push Strategy
b. Expert channel/ Pull Strategy
c. Social channel
i. Trust Worthy Source
ii. Likable Source
iii. Expert Source
5. Message context
Context association: Is important where the you speak and how you talk to them.

Distinguish b/w Push stratergy and pull stratergy.

Push stratergy: In this the company uses the sales force, and sales promotions, techniques of
sales promotions to sell the commodity, on the other hand, pull stratergy concentrates in
increasing the cosumers demand,

Word of mouth publicity

POP (Display)
Piont of purchase displays

Context is important to
Create havoc turmoil

Non personal communication channels pass messeges without personal contact or interaction
it includes advertisement in mass media or organizing events, digital media etc, display media

Non personal media they are called as paid promotional channels, however the reach of this non
personal communication channel is only 30% in rural India because rural areas are called as
media dark environment,
Customer satisfaction level for consumers there are the problem with mass media advertidement
is that they don,t reach to villages

And non conventional media can be broadly divided in two parts

1) Outdoor media: Wall painting is eg for outdoor media wall painting is the most
important advertising form for Indian Rural masses, It constantly reminds the rural
people about the brand name and logos in addition to high lighting the key brand
promise, wall paintings also reflects the vibrant economic aand social life of rural areas,

Features of wall painting:

The audience recall rate will be very high

Wall paintings can we customized inaccordance with the regional language without affecting
it’s artistic content
They are more economical as the manpower and infrastructure requirement is very low
It’
 Limitations of wall painting:
Lack of availabitiy of wall space at promonent locations is an issue
The quality of wall space available is not always satisfactory is always satisfactory
No exclusive wall rights are given to any company,
The quality of painters

2) Folk media,

FRUGAL INNOVATION:
It is also called DISRUPTIVE INNOVATION.
SACHET REVOLUTION
1) Low Unit Packets (LUP)
2) Coin Age Pricing (CAP)
Sachet revolution took place in our country (LUP- low unit packets) compromising not on
quality but on quantity.
Coin age pricing : Value of commodity is terms of coins.

6. POOR INFRASTRUCTURAL FACILITY(INFRASTRUCTURE DISSONANCE):

7. LACK OF SUPPLY CHAIN PARTNERS:

CHANNEL PARTNERS (Variable Cost Model):

Lack of local channel partners

DISTRIBUTION CHANNELS:
1) Hub & Spoke Model ( Satellite Distribution Network)
2) Syndicated Distribution
3) Strategic Alliances
e-choupal

Syndicated :
Big multinational companies like cocccola;a have their own distribution channel or they can
resort to acquisition
Ccocacola in the year 1994 has acquired the soft drinks units of parle thumbs up and limca for a
price tag of 550 crores.

But small companies cannot afford to buy another company nor they can establish their
distribution network therefore syndicated distribution offers solution to in this syndicated
distribution small companies tie up and enter into collaboration with a leading company that
already has presence in rural market after such collaboration the small company uses
distribution network of large companies the golden rule of such syndicated distribution is, small
companies should not deal with the same product as that of large companies
E.g.; Cavin kare the manufacturer of chick shampoo entered into collaboration with
Amruthanjan balm similarly, P&G tractor and gamble entered into contract with Marico
to sell ariel and tide detergents
Strategic alliance:
Two competing companies joining hands to

E- chopal:
ITC
e-choupal
Wheat choupal(Haryana
Karnataka(coffee coupa)
Anadra Pradesh(shrimp) aqua choupal
Madhya Pradesh and UP(soya cuopal)

ITC has done three credible things and provides

1) value added services
Authorities from ITC test soil and recommends the quality of soil and it’s improvement
measures of the soil in the soil land.
2) financial assistance
ITC also provides financial assistance to farmers for different purposes, through MFI –
micro finance Institution.
3) Construction of Dams, Building tank bunks,

Regulated Market:

Most of the advertisement are either made of Hindi or English, but in India more than two
hundred vernaculars are spoken and about 98 languages are used in print media, this limits the
reach of advertisements.

Local resistance:

8. POVERTY:
NSSO:Nationall Sample survey organization: Committee under Suresh D tendulkar In 2010 in
order to estimate poverty of our country MPCE: Monthly per capita consumption expenditure: A
person living in village who cannot spend 816 per month is poor
25.7% is living below poverty line.

RGM(Rural green marketing)

HUL earlier known as HLL (Project shakti)

MNRMinimum Nutritional requirement.

MCR  Minimum calorie requirements.
A person living in village colire required 2400 calorie
A person living in town calories required 2100
NSSO MPCE MONTHLUY PER CAPITA INCOME
HUL:Project Shkati.
Video: Rojama
Less then 1000 population in country, 3650000 villages amounts to 16 crores

Colgate Palmolive
Project Disha:
Distribution increase through systematized haat activity,

Neharu yuva Kendra:

Western culture game: Rugby(maniouri game).

Where the young peers can intern and conduct games for the villagers, after learning the skill
they could open Customer service centers.
Colgate: Provided these young people,for doing small

ACCCORDING to 2019 report there are 19000 villages without electricity. Especially from,

Thrifty in spending habits:

Rural traders as well as consumers prefer to trade I credit rather than cash there are always
driven by their needs and always cost conscious rural consumers are generally thrifty in sp
ending

ABC –analysis of benfit and cost.

Demonstration effect --> Imitating the others.
Rural consumers are driven by their needs, they don’t follow what other buy. Cost conscious
Access to institutional finance is very limited which further limits there purchasing capacity

Self help groups(SHG) formed for financial needs for the basic needs of the

LACK OF SKILLED OR TRAINED:

workforce in rural market,the challenges of rural marketing can be summed into three D’s:
1) Distance: Rural Hinter land (far flung).
2) Diversity:
3) Dispersion
Socio and economic classification /taxonomy of rural Market:
Four classification:
Taxonomy of rural market:
SEC – SOCIO ECOMOMY CLASSIFICATION.
Based on the purchasing power and the economic status rural population is categorized into four
groups

R1:((risk found)comprises of consumers who will be land lords or zamindars having political
back up or connection, and their consumption and attitude resembles the urban consumers.
These people will be educated, will be having one or the other connection in government offices
and get jobs done because of their their influence there children will be send to near by towns or
cities for education purpose and they possess all basic amenities, comforts and luxuries such as
furniture’s, cars, and will have additional sources of income, these people are technology
adopters and use modern method of farming

R2: (Risk avertors) this categories consists of rich farmers possessing 5 to 10 acres of land, they
themselves to be educated but they their children to be educated, these people will have good
number and relatives settled in cities and will consult them before making any purchase
decisions.

R3: This category comprises of families possessing less then 5 acres of land, they normally have
their own or live in a rented house they survive hand mouth sustenance they don’t possess big
assets or jwellery but live a dignified life they might nor enjoy social status, but lead a socially
conscious life , might not be well educated, but have done basic education and will also possess
basic durables considered to be necessity. This segment compromises people who work as
agricultural laborers, who live in small house whether owned or rented , which is either tiled or

R4: They survive because of cash or kind and depends on public distribution system they live in
below poverty line and generally attached to one or the other land lords house.

Laggards: who are dependent and are subject to extreme poverty.

Population in villageR1(+)R2 =11%

R3(+) R4=89%

RK Prahlad: Fortune at the bottom of pyramid.

MARKETING STRATEGIES:
1) HUL =Project Shakti
2) Colgate Palolive: Project Disha(Pull strategy)a
3) Tata Motors: ARD (authorized representative dealers)
4) Feet on Street Model: Variable cost model, direct interaction : TT care company Self
help group group members
5) Hawkers Method:
6) COCO-COLA Hub and spoke model Stellite Distribution  Network.
7) Syndicate distribution
8) Strategic alliance
9) E-choupal.
10) Sachet Revolution

MARKETING MIX:
1) PRODUCT
2) PRICE
3) PLACE
4) PROMOTION

FOUR A’S OF RURAL MARKETING:

1) AVAILABILITY OF PRODUCT
2) AFFORDABLE
a. LOW UNIT PACKET
b. sachet revolution
c. COIN AGE PRICING
3) ACCEPTABILITY
4) AWARENESS
a. CONVENTIONAL COMMUNICATION CHANNELS – MASS MEDIA
b. NON- CONVENTIONAL COMMUNICATION CHANNELS –
i. OUT DOOR (WALL PAINTING)
ii. FOLK MEDIA
Marketing Mix in rural marketing:
4 P’s + 4 A’s
Product Availability

Price Affordability(LUP and sachet revolution)(coin age pricing)

Place Acceptability
Eg: cocho bics by Cdbury .
Battery: by Philips torch.
LIC: jana shree Bhima yojana( pay 20 rs per year,in case of natural
or unnatural death your dependents will get,50,000 compensation,
for diability upto 2lakhs based on situation.
TATA: tata swach, water prurifier,

promotion Awareness:
Installed free water purifier at mela, and provided free drinking
water.
USP Unique selling proposition.
1.Conventional communication channels.
2.Non conventional communication channels.(Wall painting, Folk
media).
3.

PRODUCT CLASSIFICATIONS IN RURAL MARKET:

Product types in rural Market:
1) FMCG
2) CONSUMER DURABLES
3) AGRI GOODS
4) SERVICES

Four divisions:

1]FMCG:
Buying frequency is higher, buying decision is quick and substitutes availability is higher.
Important features:
1}ACCCORDING to a study paper of te associate chambers of commerce and industry of India”
[Assso cham], the FMCG market in India is currently estimated at 5 lakhs crores per annum, per
year, most FMCG companies upbeat about there prospects in rural India as it is contributing a
substantial portion od there revenue, rural market is growing at the rate of 40% per annum,
where as Urban Market is growing at the rate of 25% per annum, the rising income levels healty
agricultural growth, employment throught the year, raising consumerism, Increase literacy rate
Inclination to better quality of Life are responsible for this higher growth, In 2019-18, India’s
Retail market was estimated to be 280 billlion Dollars out of which 112 billion dollars worth of
sales was achieved from rural areas and this trend is xpected to double in another 5 years time,
out of$280 billion revenue 112$ comes from rural market, alone.
If you not taking a risk now, that is the biggest risk you are taking.
According to a marketing research company, “Nielson” FMCG will hit 150US $ by 2025,
Moreover the governments efforts will improve the efficiency of welfare programmers with cash
transfer will further boost rural consumption, therefore a thorough study of rural market, right
market segmentation, and selecting an appropriate segment is needed mere presence is no longer
sufficient in rural market and one requires transformational strategies and deeper market
knowledge as competition intensifies in the rural market quick action is needed as early the
entrants will have an advantage of learning from their own mistakes and since the competition
will be very low initially the company need not to bother about counter moves, or counter
marketing strategies.

2]Consumer durables:
Consumer durables: Purchase is less, shelf life is higher.
Eg for durables:

India is the biggest market for 2nd hand vehicles:

National council for applied economic research has classified consumer durables into 3 groups:
Based on there price range:
Low priced:

Group 1 Group 2 Group 3

Low – price Medium Price High-value price
(1000.3000) (4000-8000) >8000/-
Pressure cooker TV Refigirater
Wrist watch Sweing Machine 2 wheelers
Radio Mixer Grinder Car
Electric Iron Water filters Seattleite dish
Ceiling fan Bi cycle High end mobile phones.
Tape-reorder Furniture
Basic hand set

Consumer or customer: On basis of consumer capacity and standard of living, rural consumers
into four parts:

1} Village elites: Risk takers, opinion leaders, ready to try new products.
2} Young enthusiast: who fall under the age of 18-28.
3} Study climbers: Those who scale up their economic living,
4} Traditionalists: Extreme conservativism.
Pre requisites of market segments:
MADS
M- measurable: Idea of dividing the category.
A –Accesable: It should be easily reachable.
D-diffrentiable: Worth of being able to differentiate the product.
S-Substantial: Whenever you manufacture a product, it must be manufactured for few
customers, it is a niche marketing.

3}Agri goods:

Agricultural inputs:
Sowing seeds, Fertilizer, pesticides, threshers, harvesters, warehouses, kisan credit cards.
Agricultural outputs:
Grains, vegetables, orchards, fodder for animals.

3}Services:
Indian economy is emrging to be third wave economy.
Service sectors is providing 45-50% to the economy.

NEW PRODUCT DEVELOPMENT:

Market segmentation:
Mass marketing represents absence of segmentation of same value proposition will be offered to
potential consumer without any discrimination, no option of substitute.

When the number of manufacturers is less it is called Mass marketing:

Market Segmentation
 Niche marketing: Concentrate o particular group of people
Local: Manufacture the product, and focus on selling the commodity to local
 Micro/Individual: Targeting the sepecilasation based on individual ciretia

Before DEVELOPING A NEW PRODUCT companies must do market segmentation and

select the target group, for any group selected developing new product involves four stages:
1) Idea generation.
2) Concept testing.
3) Product development.
4) Test marketing(EICHER tractors)

Only when products passes these four stages successfully only then, the product is launched.
The product is not
UPI government in the year 1997 set up a committee with RV Gupta: who gave it’s
recommendations of Kisan credit cards for loan facility, Credit card limit was 10,000 rs.
Thomson Ruiters:

EICHER company tractors.

MARD research agencies

Customers treatment is the emerging concept

Eg: Eicher tractors:

Pricing:

Product life cycle:

A product will pass through all four stages, even in rural market too ,but in each stage the
product remains for a longer time in each stage unlike urban market.
1) Introduction
2) Growth
3) Maturity
4) Decline

Contrary to urban market the product mix in rural market will be simple and mostly only one
product of a particular company registers it’s availability on rural shelves dominance of the rural
retailer slow movement and replenishment of stock are responsible for the smaller range of
products available at retail shops.

Product mix/ product assortment/product/portfolio:

It refers to the total number of product lines (items) that a company offers to it’s customers a
product mix will will have four dimensios.
1. Product width/breath: it refers to the number of product lines, offered by a company. CGI
is into education, health, CSR activities.
2. Length: Total number of products(items), in the forms product mix
In education it constitutes:1. School primary, secondary, highschool, degree, PG
2.Health carePHC, MSH
3.Scoial  children, orphanage.
3. Depth: stearms of leangth, or number of variations,
4. Consisteny: this refers to how closely the product lines are related to each other in terms of
therir end use distribution price range advertisement media etc.

ITC manufactures:
1. Food: sunfeast(yippe, biscut, Ashirvad
2. Tobacco: Gold flakes, kings
3. Hotel: ITC windsoner
4. Education: Paper mate, classmates
Rural packaging:
Pcakging serves two purposes, it helps in protecting the products
It adds to the aesthetics and sales appeal of the product, packaging for the rural product needs to
be special because of poor transportation system.
Difficulties of safe storage: There won’t be any cold storage in rural area.
Poor facilities
Therefore, the product for rural market should be
1. Having longer shelf life, the product for urban market.
2. Be able to withstand extreme whether conditions
3. Be able to with stand sudden and jerky movements on the dusty roads
4. Should have alternative storage arrangements.
Hence a marketer needs to consider the following factors in packaging

1) Packaging material: Most of the products will be packed using plastic because it is light
weight, water proof and provides an effective barrier to vapors.
2) Packet size and convince .

The product design must be convenient to use:

Convenience
Packaging Aethestics: due to lower literacy rate one has has to excersise proper care in
packaging conditions, pictorial representations and images connected to the product must be
used

New product development:

Price is the value for a particular product, design a product in such manner that the commodity is
affordable.

Price competition and non price competition

Offer it four
1. Bundle pricing:

In this several products or offerings are bundled and are sold at reduced price, it is
an effective marketing strategy during inflation, to attract consumer and to generate sales, this
technique is extensively used during festival and marriage seasons, during which various goods
are bundled, and sold together.

Operation Bharath(1999), one of those pioneers that had products which are ment for hair care,
skin care, dental care, body care.

Four different products were bundled, and

Penetration pricing:
In which initially low price will be charged, when entering into a new market, or by launching a
new product.

New customers:

Economy pricing: This is a no frill, low price in this the manufacturing and marketing and
manufacturing costs will be kept at bear minimum and normally followed by regional or local
manufacturers, as they have limited investments to make on building brands or develop their
marketing channels.
Economy packs

Value pricing: this approach will be used when external factors such as economic recession or
increased competition forces a company to provide value products and services to introduce and
retain sales.

Coinage pricing:

Psychological pricing:

Pricing such as 99,599,499, In this prices such as 99,199,399 are fixed for the product which
depicts that the product is in the price range of 90 rather than 100, and so on.

The consumer always tend to equate product quality with price charged,

Captive pricing policy:

To capture the consumer razor with blade: razor is @ less price and blade is generally priced
@higher price:

Captive pricing policy: this involves setting up price for a product which must be used aling with
the main product, this is also known as two part pricing.

In this commodities which are used together are sold @ considerably lower price and later when
customer wants by add on, it will be sold @ higher price, captive pricing policy.

Discriminatory pricing: Price discrimination:

Same commodity will be sold to different set os customers:

Inrural market discriminatory pricing will practiced on three parameters:
1. Customer based discriminatory pricing.
2. Product based discriminatory pricing
3. Location based discriminatory pricing
4. Government hospitals: to rural sector and others and Private hospitals

Location based pricing:

RURAL MARKET SEGMENTATION:

1. Thomson rural market Index: In 1972, Hindustan Thomson associates Ltd. Developed an
Index to segment the rural market district wise HTA identified 26 variables covering
occupation, agriculture, electricity, electrification, banking facilities, demographics etc,
each variable was assigned a weight and an Index was calculated 383 districts out of 412
districts were used to collect information.
2. The Index is comsidered to be in overall indicator of rural market potential as it has, a
correlation with 10 selected agriculture related variables, such as
a)Agriclutural laborers total cropped area, total irrigated area, area under non food crops,
pump sets,fertilizer usage, tractors availability, rural credit and deposits, number of
villages electrified.
Based on the index number, the districts have been classified as ABCDE market.

Classification Index-Range No.of districts %of the matrix

A 60-100 22 17.8
B 40-59.99 39 20.5
C 30-39.99 54 20.4
D 20-29.99 86 23
E Less than 20 154 43.3

HTA:

MICA: HPA , mica rural marketing ratings (MRMR) mica rural market reports: considered, 459
districts for the sake of market segmentation.

42 socio economic indicators were used to rank the districts. Some of the parameters used were,
demography, occupation, communication methods, educational status, shops and other
establishments, existence of banks and other financial institutions, major agricultural crops,
medical facilities etc..

Mica rural marketing ratings were primarily based on 6 variables:

Such as; Number of cultivators, total cropped area:

Number of cultivators:
Total irrigated area:
Under ground water: Artificial intelligence,

Fertilizer consumption bank credit: Value of agricultural output.

The average village:
Has a rating of around 33 development Index points:
How many villages are able to score average index:

Class of market Ratings range Non-districts percentage

A 60- 108 33 7.9
B 40-59.99 75 16.25
C 30-39.99 76 17.07
D 20-29.99 89 20
E Below 20 172 38.65
445

Total percentage: 50%

Multi attribute segmentation:

Place:

Positioning: It is the act of designing, the companies offering and image to occupy a distinctive
place in the minds of target market.
H
igh price
Perceptual map: Different

Different positioning strategies Attribute positing:

Benefit positioning: Low quality
Hiquality
Use of application positioning:
User positioning: Who will be using the products.
Competitor based positioning:
Product differentiation:
Product category positioning:
Quality or price positioning:

Positioning errors:
Over positioning:
Under positioning: (yoga) Lack of intrest is called apathy:
Confuse positioning bear shampoo
Doubtful positioning(): parle G- Gfor genius:

Eg: magi noodles

Low price

Taxonomy of rural market: Socio economy classification:

1st Woman Governor of India: Sarojini Naidu.
PROMOTION:
Conventional,
Selective retortion

Reverse Innovation:

MPLAD changed to SAGY : Sansand aadarsh government yojana: also known as SAANJI

MMS: Mela marketing stratregy.

Pricing strategy:

Targeting: Meaning of product positioning,

Product Promotion:
Important commodity, it is considered to be not complete and ensured that the awareness is
created, to create lot of communication strategies, and also trying to achieve sales:

Challenges of rural promotion:

1. Magnitude of upfront investment and long gestation period.

2. Product customization: The product which is created for city same cannot be used for
rural market.
3. Unwillingness of existing staff to work in rural areas:
4. Skepticism about the size and viability: Doubtfulness about the risk in rural market if it
will be successful assurity is not specific.
Word of mouth publicity is not viable in city but it is viable in rural market.

5. Non –Suitability of business models for rural market needs.

6. Lack of internal processes and systems to efficiently manage the rural sales and
distribution
7. Lack of commitments from top managements.
8. Lack behavioral and pschycographic data: Lack of interest , therefore come out with
strategies and find out the best possible solutions.

Fino bandu how will be working:

Bundle pricing
Segmentation
Retail out lets

Beyond LPG:

Retail sector; to promote

Promotion : Rural promotion

Advertising : Hire someone to talk about the heterogeneity of the product, extremely.

How communication process works?

COMMUNICATION PROCESS MODEL.

Sender  Encoding Message media Decoding  reciver

Feed back Repause

The communication environment plays an Important role and influences the communication
process, sometimes the receiver may not receive the intended message:

Because of three reasons:

1. Selective attention: Selective attention, In this the receiver may not notice the stimulus
that is caused, and he might not pay attention, to information which sender wants to
communicate.
2. Selective distortion: In this the message will be deliberately twisted so that the consumer
hears what he or she wants to hear.
3. Selective recall: Small portion of message he receiver is able to recall.
 BUSINESS & SOCIAL MARKETING

Therefore the comprehension of message is a critical in Indian rural markets.

Four P’s of marketing mix

Product price place and
Promotion

Product: The social marketing product, is not necessarily

Eg: Environmental production:
A Contium of product exists from physical
Price: The price refers to what, the consumer must do, in order to obtain social marketing
product;
May be monetary or non monetary such as time and efforts:

4 P’s which always important;

Always interdependent on each other;

Price of the product reduces:

Time and effort

Corporate social Responsibility spends time and puts effort to service rendered to NGO’s to
reduce it’s tax burden,
i.e. time and effort = price.

Monetary and non monetory efforts

Place and promotion.

Here place for a tangible product is a distribution system including the warehpuse trucks, sales
force retail out lets

Intangible:

Intangible product place refers to about the channels.

Channels through which consumers are known through information.

Temples are one of the places, the concept of pricing is fear by products such as threads, rigs
bracelets coconuts becomes a byproducts.

Promotion:
 Promotion consists of all the integrated use of advertising, public relations, promotions, personal
sellin and entertainment vehicles. The focus is on creating and sustaining demand for the
product. Public service announcements or paid ads are one.

There are three types of media:

Promotion:

Marketing wheels:
Plan stratergy;

Channels and materials

Deveice co materials and presenting
Implementation.