AGRI BUSINESS AND RURAL

MARKETING
Topic: Rural Product
Strategies
Faculty: Dr. Ajith K Thomas MBA Ph.D

By : Arun Sunny M

CONTENT
Introduction
Strategies For Rural Marketing
Rural Product Classification
Product Strategy
Product Development
Product Decision
Product Packing
Case Study
Product Branding
Conclusion
Relevant Literature
Reference

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INTRODUCTION

Rural Marketing can be defined as a function that manages all

activities involved in assessing, stimulating and converting the
purchasing power of rural consumers into an effective demand for
specific products and services and moving these products and
services to the people in rural areas to create satisfaction and a
better standard of living and there by achieving organizational
goals.

There is four strategies in Rural Marketing

Product is the most vital element in the market Strategies.

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STRATEGIES FOR RURAL MARKETING

Strategies that may be helpful in improving
marketing in rural areas are listed below
A. Product Strategies
B. Pricing Strategies
C. Distribution Strategies
D. Promotion Strategies
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RURAL PRODUCT CLASSIFICATION

Rural Product

FMCGs

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Durables

Services

Agricultural
goods

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PRODUCT STRATEGIES:
Product Decision
Packing
New Product Design
Product Warranty & After-sales Service
Brand Name

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PRODUCT DEVELOPMENT
Idea Generation
Idea Screening
Concept Development
& Testing

Business Analysis
Product
Development
Test Marketing
Commercialisation
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Launch

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PRODUCT DECISION
Individual Product Decision
Product Line Decisions
Product Mix Decisions

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PACKAGING
Need of packaging in rural marketing.
Poor transport system
Difficulties of safe storage
Poor facilities

Product in Rural marketing should

Have a longer self life
Be able to withstand extreme weather condition
Be able to withstand sudden & jerky movements on dusty roads
Have a alternate storage arrangement
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CASE STUDY
Its major product is Dairy Milk which has sales of close to one

million bars per day. During October 2003, worms were found
in Cadbury bars at eight outlets in Maharashtra.
The media publicity spread like wild fire and the common

perception of consumers was that every Cadbury bar could

have worms in it, which tarnished the brand image of the
company.
With through investigation, Cadbury
identified that the cause for this was
lenience by the retailers who placed
the chocolate beside items which
were susceptible to worms.
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CORRECTIVE ACTIONS TAKEN BY CADBURY

Relationship

Marketing: which involves creating,

enhancing long-term relationship with customers.

maintaining

and

Informative Advertisement: it was developed regarding the facts of

Cadbury was published annually nationally in 55 trade publications

informing channel.
Packing: The change in their packaging design with an aluminium foil, heat-

sealed for complete protection from all sides and further encased in a polyflow pack supported them in regaining their Brand Identity.
Brand Strength was built by setting up a toll free number and an email id

was created for consumers to contact the company directly.

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PRODUCT BRANDING
Building a brand in Rural Marketing involved three
important decisions.
Developing a brand name
Creating a brand identification
Building a brand image

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RELEVANT LITERATURE
This study is a step forward in exploring various strategies to be

adopted in the rural market along with the current scenario of

rural marketing, highlighting key challenges related to rural
marketing.
This paper attempted to provide a brief literature on rural

marketing and finally offers policy recommendations for better

performance of rural markets
This paper also discuss the rural marketing and its strategies and

also
focus
on issues
and challenges
for selling
Journal
of Business
Management
& Social
Sciencesproducts
Research &
(JBM&SSR) 2, No.1, January 2013
services.
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CONCLUSION

The vital role rural marketing have to play in the economic

development of a developing country. A marketing strategy is
something that constantly evolves, adapting to changing market
conditions. Product is considered as the most important element
in marketing mix (Price, Promotion, Place, Product).

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REFERENCE

Rural marketing, second edition, pradeep kashyap

published by dorlig kindersley-2012

Journal of Business Management & Social Sciences

Research (JBM&SSR) 2, No.1, January 2013

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THANK YOU

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