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Rur al Mar keting – An

MARKET,

MARKETING,

AND

MARKETING MANAGEMENT
MARKET
traditionally is a place where buyers and
sellers gather to exchange their goods.

MARKETING
“a social and managerial process by which

individuals and groups obtain what they


need and want through creating,, offering
and exchanging products of value with
others”.

MARKETING MANAGEMENT
the process of planning and executing the
conception, the pricing, promotion and
distribution of ideas, goods and services to
create exchanges that satisfy individual and
RURAL,

RURAL MARKET,

AND

RURAL MARKETING
 RURAL
 places far away from towns or cities.

 RURAL MARKET

 CENSUS OF INDIA 2001 - A place where the


population is not more than 5000, the density of
population is not more than 400 per square
kilometer and atleast 75% of the male population
is engaged in agriculture.

 NABARD - All locations irrespective of villages or


towns, upto a population of 10,000 will be
considered as rural.

 Marketers’ View – Any market that exists in an area


with less than 10,000 population, low density of
RURAL MARKETING

 Rural marketing involves the process of


developing, pricing, promoting,
distributing rural specific product and a
service leading to exchange between
rural and urban market which satisfies
consumer demand and also achieves
organizational objectives.
RURAL MARKETING
FROM / TO RURAL URBAN

URBAN AGRICULTURAL NOT CONCERNED


INPUTS
CONSUMABLES
CONSUMER
DURABLES

RURAL Production carried out AGRICULTURAL


in Villages and the PRODUCE
products are used in
villages
 RURAL MARKETING is a two-way marketing
process wherein the transactions can be:

• Urban to Rural: A major part of rural marketing


falls into this category. It involves the selling of
products and services by urban marketers in rural
areas. These include: Pesticides, FMCG Products,
Consumer durables, etc.

• Rural to Urban: Transactions in this category


basically fall under agricultural marketing where
a rural producer seeks to sell his produce in an
urban market. An agent or a middleman plays a
crucial role in the marketing process. The
following are some of the important items sold
from the rural to urban areas: seeds, fruits and
vegetables, milk and related products, forest
produce, spices, etc.

• Rural to Rural: This includes the activities that


take place between two villages in close
EVOLUTION

Of

RURAL MARKETING
PHASE ORIGIN FUNCTION MAJOR SOURCE DESTINATION
PRODUCTS MARKET MARKET

I Before Mid-1960
(from independence Agricultural Agricultural Rural Urban
to green revolution) Marketing Produce

II Mid- Sixties (Green


revolution to Pre- Marketing Of Agricultural Urban Rural
liberalization period) Agricultural Inputs Inputs

Mid- Nineties (Post- Consumables And


liberalization period Rural Durables For Urban & RuralRural
on 20th century) Marketing Consumption &
Production

IV 21st century Developmental All products & Urban & RuralUrban & Rural
marketing services
 Nature of Rural Market
• Large, Diverse and Scattered
Market
• Major Income of Rural consumers
is from Agriculture
• Standard of Living and rising
disposable income of the rural
customers
• Traditional Outlook
• Rising literacy levels
• Diverse socioeconomic
MYTHS
• Myth 1: Rural Market is a Homogeneous Mass

Reality: It's a heterogeneous population.


Various Tiers are present depending on the
incomes like Big Landlords; Traders; Small
Farmers; Marginal Farmers: Labourers;
Artisans. State wise variations in rural
demographics are present viz. literacy and
population below poverty line.

• Myth 2: Disposable Income is Low


Reality:Number of middle class HHs (annual


income Rs. 45,000 - 2,15,000) for rural sector
• Myth 3: Individuals Decide About
Purchases

Reality: Decision making process is


collective. Purchase process -
influencer, decider, buyer, one who
pays - can all be different. So
marketers must address brand
message at several levels. Rural
youth brings brand knowledge to
Households (HH).

Roadblocks of Indian Rural
Markets
• Standard of living: The number of
people below the poverty line is more
in rural markets. Thus the market is
also underdeveloped and marketing
strategies have to be different from
those used in urban marketing.

• Low literacy levels: The low literacy


levels in rural areas leads to a problem
of communication. Print media has less
utility compared to the other media of
communication.

• Low per capita income: Agriculture is


the main source of income and hence
spending capacity depends upon the
• Transportation and warehousing:
Transportation is one of the biggest
challenges in rural markets. As far as road
transportation is concerned, about 50% of
Indian villages are connected by roads.
However, the rest of the rural markets do
not even have a proper road linkage which
makes physical distribution a tough task.
Many villages are located in hilly terrains
that make it difficult to connect them
through roads. Most marketers use tractors
or bullock carts in rural areas to distribute
their products. Warehousing is another
major problem in rural areas, as there is
hardly any organized agency to look after
the storage issue. The services rendered by
• Ineffective distribution channels: The
distribution chain is not very well
organized and requires a large number
of intermediaries, which in turn
increases the cost and creates
administrative problems. Due to lack of
proper infrastructure, manufacturers
are reluctant to open outlets in these
areas. They are mainly dependent on
dealers, who are not easily available for
rural areas. This is a challenge to the
marketers.

• Many languages and diversity in


culture: Factors like cultural
congruence, different behaviour and
language of the respective areas make
• Lack of communication system: Quick
communication is the need of the hour for
smooth conduct of business, but it continues
to be a far cry in rural areas due to lack of
communication facilities like telegraph and
telecommunication systems etc. The literacy
rate in the rural areas is rather low and
consumer’s behaviour in these areas is
traditional, which may be a problem for
effective communication.

• Spurious brands: Cost is an important factor


that determines purchasing decision in rural
areas. A lot of spurious brands or look-alikes
are available, providing a low cost option to
the rural customer. Many a time the rural
• Seasonal demand: Demand may be
seasonal due to dependency on
agricultural income. Harvest season
might see an increase in disposable
income and hence more purchasing
power.

• Dispersed markets: Rural population


is highly dispersed and requires a lot
of marketing efforts in terms of
distribution and communication.
Examples
• One very fine example can be quoted of
Escorts where they focused on deeper
penetration. They did not rely on TV or press
advertisements, but rather concentrated on
focused approach depending on
geographical and market parameters like
fares, melas, etc. Looking at the 'kuchha'
roads of village, they positioned their bike as
tough vehicle. Their advertisements showed
Dharmendra riding Escort with the punch
line 'Jandar Sawari, Shandar Sawari'. Thus,
they achieved whopping sales of 95000
vehicles annually.

• HLL started 'Operation Bharat' to tap the rural


markets. Under this operation, it passed out
• ITC is setting up e-Choupals, which offers the
farmers all the information, products and
services they need to enhance farm
productivity, improve farm-gate price
realization and cut transaction costs.
Farmers can access latest local and global
information on weather, scientific farming
practices as well as market prices at the
village itself through this web portal - all in
Hindi. It also facilitates supply of high
quality farm inputs as well as purchase of
commodities at their doorstep.

• BPCL introduced Rural Marketing Vehicle


(RMV) as their strategy for rural marketing.
It moves from village to village and fills
cylinders on the spot for the rural
customers. BPCL considered low-income of