‭HIMANSHU SHANDILYA‬

‭Rural Marketing .‬
‭UNIT - A .‬

‭1.‬ ‭I‬‭ntroduction to Rural Marketing.‬

‭ ural‬ ‭marketing‬‭is‬‭about‬‭selling‬‭products‬‭and‬‭services‬‭in‬‭countryside‬‭areas‬‭where‬‭life‬
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‭is different from cities.‬

‭ ural‬ ‭marketing‬‭is‬‭about‬‭selling‬‭stuff‬‭that‬‭rural‬‭people‬‭want,‬‭at‬‭prices‬‭they‬‭can‬‭afford,‬
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‭and making sure they know about it.‬

‭2.‬ ‭limitations and challenges of rural marketing.‬

‭1. Bad Roads: It's hard to get products to rural areas because the roads are not good.‬

‭2. Not Much Money: People in rural areas don't have a lot of money to spend.‬

‭ .‬ ‭Old‬ ‭Ways:‬ ‭People‬ ‭in‬ ‭rural‬ ‭areas‬ ‭like‬ ‭things‬ ‭the‬ ‭way‬ ‭they've‬‭always‬‭been‬‭and‬‭might‬
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‭not want to try new stuff.‬

‭4. Few People: There aren't many people in rural areas, so it's harder to sell things.‬

‭ .‬ ‭No‬ ‭Banks:‬ ‭People‬ ‭in‬ ‭rural‬ ‭areas‬ ‭might‬ ‭not‬‭have‬‭a‬‭place‬‭to‬‭keep‬‭their‬‭money‬‭or‬‭get‬

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‭loans to buy things.‬

‭3.‬ ‭Myth & reality, changing dynamics of rural marketing in India.‬

‭A.‬ ‭Myth: Rural markets in India are old-fashioned and not worth focusing on.‬

‭ eality:‬ ‭Rural‬ ‭markets‬‭are‬‭changing‬‭rapidly‬‭and‬‭becoming‬‭important.‬‭People‬‭there‬‭are‬

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‭now buying a variety of products and are willing to spend on quality.‬

‭B.‬ M‭ yth:‬ ‭Rural‬ ‭consumers‬ ‭only‬ ‭care‬ ‭about‬ ‭cheap‬ ‭products‬ ‭and‬ ‭don't‬ ‭care‬ ‭about‬
‭brands.‬

‭ eality:‬ ‭Rural‬ ‭consumers‬ ‭are‬ ‭starting‬ ‭to‬ ‭care‬ ‭more‬ ‭about‬ ‭brands‬ ‭and‬ ‭are‬ ‭willing‬ ‭to‬
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‭pay for quality items.‬
 ‭C.‬ ‭Myth: Traditional marketing methods are enough to reach rural consumers.‬

‭ eality:‬ ‭Traditional‬ ‭methods‬ ‭may‬ ‭not‬ ‭work‬ ‭well‬ ‭anymore.‬ ‭Marketers‬ ‭need‬‭to‬‭use‬‭new‬
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‭strategies, like digital marketing, to connect with rural consumers.‬

‭D.‬ ‭Myth: Rural marketing is only about farming products.‬

‭ eality:‬ ‭It's‬ ‭not‬ ‭just‬ ‭about‬ ‭farming‬ ‭anymore.‬ ‭Rural‬ ‭consumers‬ ‭want‬ ‭all‬ ‭kinds‬ ‭of‬
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‭products, from electronics to healthcare.‬

‭E.‬ ‭Myth: Rural people don't use technology like smartphones.‬

‭ eality:‬‭Rural‬‭people‬‭are‬‭using‬‭technology‬‭more‬‭and‬‭more,‬‭especially‬‭smartphones,‬‭for‬
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‭many things. Marketers need to use digital platforms to reach them effectively.‬

‭4. Changing dynamics of rural marketing in India.‬

‭ .‬‭More‬‭Money‬‭in‬‭Villages:‬‭People‬‭in‬‭villages‬‭have‬‭more‬‭money‬‭to‬‭spend‬‭due‬‭to‬‭better‬
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‭farming and government help.‬

‭ .‬ ‭Improved‬‭Roads‬‭and‬‭Phones:‬‭Villages‬‭now‬‭have‬‭better‬‭roads‬‭and‬‭many‬‭people‬‭use‬
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‭mobile phones, making it easier to reach them.‬

‭ .‬ ‭Fancy‬ ‭Brands:‬ ‭Villagers‬ ‭now‬ ‭prefer‬ ‭branded‬ ‭products‬ ‭and‬ ‭are‬ ‭interested‬ ‭in‬ ‭more‬
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‭than just basic items.‬

‭ .‬ ‭Online‬ ‭Shopping:‬ ‭People‬ ‭in‬ ‭villages‬ ‭are‬ ‭starting‬ ‭to‬ ‭buy‬ ‭things‬ ‭online‬ ‭using‬ ‭their‬
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‭phones.‬

‭ .‬ ‭Government‬ ‭Help:‬ ‭The‬ ‭government‬ ‭is‬ ‭doing‬ ‭things‬ ‭to‬ ‭help‬ ‭villages,‬ ‭which‬ ‭is‬ ‭also‬
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‭changing how people shop and what they buy.‬

‭ .‬ ‭Learning‬ ‭from‬ ‭Social‬ ‭Media:‬ ‭Villagers‬ ‭are‬ ‭also‬ ‭learning‬ ‭about‬ ‭new‬ ‭products‬ ‭and‬
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‭trends from social media.‬
 ‭5. strategies for rural marketing.‬

‭ .‬ ‭Understanding‬‭the‬‭Market:‬‭Research‬‭rural‬‭areas‬‭to‬‭understand‬‭consumer‬‭needs‬‭and‬
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‭behaviors.‬

‭B. Product Adaptation: Modify products to fit rural preferences and affordability.‬

‭ .‬ ‭Communication‬ ‭Channels:‬ ‭Use‬ ‭local‬ ‭events,‬ ‭word-of-mouth,‬ ‭and‬ ‭simple‬ ‭media‬ ‭for‬
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‭promotion.‬

‭D. Distribution: Establish accessible distribution networks in rural areas.‬

‭ .‬‭Affordability‬‭and‬‭Trust:‬‭Price‬‭products‬‭reasonably‬‭and‬‭build‬‭trust‬‭through‬‭transparent‬
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‭communication and quality service.‬

‭6. The growth story of rural marketing in India.‬

‭ he‬‭growth‬‭of‬‭rural‬‭marketing‬‭in‬‭India‬‭is‬‭a‬‭story‬‭of‬‭how‬‭businesses‬‭are‬‭reaching‬‭out‬‭to‬
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‭people‬‭living‬‭in‬‭villages‬‭and‬‭countryside‬‭areas‬‭to‬‭sell‬‭their‬‭products.‬‭This‬‭is‬‭happening‬
‭because‬ ‭more‬ ‭people‬ ‭in‬ ‭rural‬ ‭areas‬ ‭now‬ ‭have‬ ‭money‬ ‭to‬ ‭spend,‬ ‭roads‬ ‭and‬
‭communication‬ ‭networks‬ ‭have‬ ‭improved,‬ ‭and‬ ‭there‬ ‭are‬ ‭new‬ ‭ways‬ ‭to‬ ‭reach‬ ‭them‬
‭through‬‭mobile‬‭phones‬‭and‬‭the‬‭internet.‬‭Companies‬‭are‬‭also‬‭making‬‭products‬‭that‬‭suit‬
‭the‬ ‭needs‬ ‭of‬ ‭rural‬ ‭customers,‬ ‭and‬ ‭the‬ ‭government‬ ‭is‬ ‭supporting‬ ‭programs‬ ‭to‬ ‭boost‬
‭rural‬ ‭development.‬ ‭Overall,‬‭it's‬‭about‬‭businesses‬‭adapting‬‭to‬‭the‬‭changing‬‭needs‬‭and‬
‭opportunities in rural areas to sell their products and services.‬

‭A. Lots of Customers: Rural areas have many people who can buy things.‬

‭B. More Cash: People in villages have extra money to spend.‬

‭C. Easy Access: Better roads and phones mean companies can reach villages easily.‬

‭ .‬ ‭Phones‬ ‭and‬ ‭Internet:‬ ‭Villagers‬ ‭use‬ ‭phones‬ ‭and‬ ‭internet,‬ ‭so‬ ‭companies‬ ‭can‬
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‭advertise to them that way.‬

‭E. Products for Villagers: Companies make things villagers want and need.‬
‭7.‬‭Issues in rural marketing, Problems & perspectives,‬

‭Issues & Problems:‬

‭A. Limited Infrastructure: Not enough good roads and internet in rural areas.‬

‭B. Low Money: People in rural areas don't have much money to spend.‬

‭C. Old Ways: People in villages may not like new things and brands.‬

‭D. Few People: There aren't many people living in rural areas.‬

‭E. No Banks: Villagers might not have banks nearby to save or borrow money.‬

‭Perspectives:‬

‭ .‬ ‭Big‬ ‭Potential:‬ ‭Rural‬ ‭markets‬ ‭have‬ ‭a‬ ‭lot‬ ‭of‬ ‭potential‬ ‭for‬ ‭growth‬‭because‬‭there‬‭are‬‭so‬‭many‬
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‭people there.‬

‭ .‬ ‭New‬ ‭Ideas:‬ ‭Solving‬ ‭rural‬ ‭marketing‬ ‭problems‬ ‭can‬ ‭lead‬ ‭to‬ ‭new‬ ‭and‬ ‭innovative‬ ‭ideas‬ ‭for‬
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‭products and ways of selling them.‬

‭ .‬‭Helping‬‭Society:‬‭Making‬‭rural‬‭marketing‬‭work‬‭can‬‭also‬‭help‬‭improve‬‭the‬‭lives‬‭of‬‭people‬‭in‬
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‭rural areas.‬

‭ .‬‭Government‬‭Support:‬‭The‬‭government‬‭can‬‭help‬‭businesses‬‭reach‬‭rural‬‭areas‬‭with‬‭its‬‭policies‬
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‭and programs.‬

‭ .‬ ‭Sustainability:‬ ‭Making‬ ‭marketing‬ ‭eco-friendly‬ ‭and‬ ‭socially‬ ‭responsible‬ ‭can‬ ‭benefit‬ ‭both‬
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‭businesses and rural communities.‬

‭8. Marketing issues, social issues & other environmental Issues.‬

‭Marketing Issues:‬

‭1. Reaching Customers: Difficulty reaching rural customers due to poor infrastructure.‬

‭2. Product Fit: Products need to match what rural people want and can afford.‬

‭3.‬ ‭Distribution‬ ‭Challenges:‬ ‭Establishing‬ ‭ways‬ ‭to‬ ‭deliver‬ ‭products‬ ‭to‬ ‭rural‬ ‭areas‬ ‭is‬
‭challenging.‬

‭ .‬ ‭Communication‬ ‭Problems:‬ ‭Limited‬ ‭channels‬ ‭and‬ ‭language‬ ‭barriers‬ ‭make‬

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‭communication difficult.‬

‭ .‬ ‭Competition:‬ ‭Facing‬ ‭competition‬ ‭from‬ ‭local‬ ‭businesses‬ ‭makes‬ ‭selling‬ ‭products‬

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‭harder.‬

‭Social Issues:‬

‭ .‬ ‭Education:‬ ‭Limited‬ ‭access‬ ‭to‬ ‭education‬ ‭affects‬ ‭understanding‬ ‭of‬ ‭marketing‬

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‭messages.‬

‭2. Healthcare: Poor healthcare facilities and awareness impact spending priorities.‬

‭3. Gender Roles: Traditional gender roles influence purchasing decisions.‬

‭4. Respecting Culture: Marketing strategies must respect local customs and traditions.‬

‭ .‬ ‭Community‬ ‭Empowerment:‬ ‭Marketing‬ ‭initiatives‬ ‭can‬ ‭help‬ ‭empower‬ ‭rural‬

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‭communities socially and economically.‬

‭Environmental Issues:‬

‭ .‬ ‭Resource‬ ‭Management:‬ ‭Sustainable‬ ‭use‬ ‭of‬ ‭resources‬ ‭like‬ ‭water‬ ‭and‬ ‭land‬ ‭is‬
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‭important.‬

‭2. Climate Change: Changing climate affects agriculture and consumer behavior.‬

‭3. Pollution: Industrial pollution harms rural environments and health.‬

‭4. Biodiversity: Protecting biodiversity is crucial for rural livelihoods.‬

‭ .‬ ‭Eco-friendly‬ ‭Practices:‬ ‭Using‬ ‭environmentally‬ ‭friendly‬ ‭methods‬ ‭in‬ ‭marketing‬

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‭improves brand image.‬

‭Unit B‬ ‭Rural Environment in India‬

‭9. Geographical divisions of rural market in India,‬

‭ ertainly!‬ ‭Here's‬ ‭a‬ ‭simplified‬ ‭breakdown‬ ‭of‬ ‭the‬ ‭geographical‬ ‭divisions‬ ‭of‬ ‭the‬ ‭rural‬
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‭market in India:‬

‭a. North: Uttar Pradesh, Bihar, Punjab, Haryana, and Rajasthan.‬

‭b. South: Andhra Pradesh, Karnataka, Kerala, Tamil Nadu, and Telangana.‬

‭c. East: West Bengal, Odisha, Jharkhand, and Assam.‬

‭d. West: Maharashtra, Gujarat, and Madhya Pradesh.‬

‭e. Central: Chhattisgarh and parts of Madhya Pradesh.‬

‭f. North-East: Seven sister states and Sikkim.‬

‭10. segmenting Indian rural markets.‬

‭ . Political factors: Government policies and stability.‬

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‭2. Economic factors: Income levels and dominant economic activities.‬
‭3. Socio-cultural factors: Cultural diversity and social norms.‬
‭4. Technological factors: Access to technology and infrastructure.‬
‭5. Environmental factors: Geographic location and environmental awareness.‬

‭11. Changing rural environment of India.‬

‭1. Economic Growth: Villages are getting richer due to better farming and other jobs.‬

‭2. Better Facilities: Villages now have better roads, electricity, and clean water.‬

‭3. Using Phones: More people in villages are using phones and the internet.‬

‭ .‬ ‭Buying‬ ‭More:‬ ‭People‬ ‭in‬ ‭villages‬ ‭are‬ ‭buying‬ ‭more‬ ‭things‬ ‭like‬ ‭phones,‬ ‭TVs,‬ ‭and‬
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‭clothes.‬

‭ .‬ ‭Government‬ ‭Help:‬ ‭The‬ ‭government‬ ‭is‬ ‭doing‬ ‭things‬ ‭to‬ ‭help‬ ‭villages,‬ ‭like‬ ‭giving‬‭jobs‬
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‭and building schools.‬
‭ 2.‬ ‭Growing‬ ‭rural‬ ‭markets,‬ ‭Key‬ ‭industries‬ ‭of‬ ‭growth‬ ‭in‬ ‭rural‬ ‭markets,‬ ‭changing‬
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‭marketing mix for rural market.‬

‭1. Growing Rural Markets:‬

‭- Rural areas are getting richer and companies are paying more attention to them.‬

‭2. Key Industries of Growth:‬

‭-‬ ‭Agriculture,‬ ‭everyday‬‭products,‬‭electronics,‬‭healthcare,‬‭and‬‭education‬‭are‬‭booming‬‭in‬‭rural‬
‭areas.‬

‭3. Changing Marketing Mix.‬

‭ .‬ ‭Product: Make products that rural people like and can afford.‬
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‭B.‬ ‭Price: Set prices that match what rural people are willing to pay.‬
‭C.‬ ‭Promotion: Advertise products in ways that rural people understand, like local events.‬
‭D.‬ ‭Place (Distribution)**: Make sure products are available in all rural areas, not just cities.‬
‭E.‬ ‭People: Train sales and customer service staff to understand rural culture and needs.‬

‭EXTRA‬

‭types of rural marketing.‬

‭‬
● ‭ ural Mobile Marketing.‬
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‭●‬ ‭Rural Digital Marketing.‬
‭●‬ ‭Rural Influencer Marketing.‬
‭●‬ ‭Rural Van Marketing.‬
‭●‬ ‭Rural Retail Marketing.‬

‭4 A's" of rural marketing.‬

‭1. Availability: Make products easy to find in rural areas.‬

‭2. Affordability: Price products so rural people can buy them.‬

‭3. Accessibility: Ensure products are easy to reach in rural places.‬

‭4. Acceptability: Make sure products fit rural people's needs and culture.‬