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Marketing:

Identifying the needs of customers and potential customers, providing products/services that
satisfy their needs, and developing efficient processes or systems to deliver your product/service
to the market when, where, and how consumers want it.

Rural Marketing:
Rural marketing is now a two-way marketing process. There is inflow of products into rural
markets for production or consumption and there is also outflow of products to urban areas. The
urban to rural flow consists of agricultural inputs, fast-moving consumer goods (FMCG) such as
soaps, detergents, cosmetics, textiles, and so on. The rural to urban flow consists of agricultural
produce such as rice, wheat, sugar, and cotton. There is also a movement of rural products
within rural areas for consumption
MARKETING PROCESS IN
RURAL MARKETING

URBAN TO RURAL
Major part of rural marketing. Includes transactions of urban
marketers who sell their goods and services in rural areas
pesticides, fertilizers, FMCG products, tractors, bicycles,
consumer durables, etc.

RURAL TO URBAN
Basically falls under agricultural marketing. A rural producer
seeks to sell his produce in urban market like seeds, fruits and
vegetables, forest produce, spices, milk and related products, etc.

RURAL TO RURAL
Includes the activities that take place between two
villages in close proximity to each other like agricultural
tools, handicrafts, dress materials, bullock carts, etc.
CHAPTER- 2
EVOLUTION OF RURAL MARKETING
PHASE ORIGIN FUNCTION MAJOR PRODUCT SOURCE DESTINATION
MARKET MARKET
Phase I Before Agricultural Marketing Agricultural produce Rural Urban
mid1960(From
independence to
Green revolution)

Phase II Mid sixties Marketing of Agricultural inputs Urban Rural


(Green revolution Agricultural inputs
to Pre-
liberalization
period)
Phase III Mid nineties(Post- Rural Marketing Consumables and Urban and rural Rural
liberalization durables for consumption
period in 20th and production
century)
Phase IV 21st century Developmental All products and services Urban and rural Urban and rural
Marketing
CHAPTER-3
Rural Marketing Model

RESEARCH T
TARGET MARKET MARKETING MIX

SEGMENTATION DEFINING NEEDS IMPLEMENTATION

LIFESTYLE
ANALYSIS PROFILE STUDY CONTROL
CHAPTER 4
MARKETING MIX OF RURAL MARKETING

PRODUCT PRICE

PLACE PROMOTION
CHAPTER-5
RURAL MARKETING IN INDIAN ECONOMY

The concept of Rural Marketing in India Economy has always played an influential role in
the lives of people. In India, leaving out a few metropolitan cities, all the districts and industrial
townships are connected with rural markets.
The rural market in India is not a separate entity in itself and it is highly influenced by the
sociological and behavioral factors operating in the country. The rural population in India
accounts for around 627 million, which is exactly 74.3 percent of the total population.
The rural market in India brings in bigger revenues in the country, as the rural regions comprise
of the maximum consumers in this country. The rural market in Indian economy generates
almost more than half of the country's income.
CHAPTER6-SIGNIFICANCE OF RURAL MARKETING
If you meet a sales executive today and ask which market he would prefer to serve, the immediate answer would be, Rural Markets
as they are still unexploited. A number of factors have been recognized as responsible for the rural market boom.
Some of them are:

1.Increase in population, and hence increase in demand. The rural population in 1971 was 43.80 crores, which increased to 50.20
crores in 1981, 60.21 crores in 1991 and 66.0 crores in 2001.

2. A marked increase in the rural income due to agrarian prosperity.

3. Large inflow of investment for rural development programmes from government and other sources.

4. Increased contact of rural people with their urban counterparts due to development of transport
and a wide communication network.

5. Increase in literacy and educational level among rural folks, and the resultant inclination to
lead sophisticated lives.

6. Inflow of foreign remittances and foreign made goods in rural areas.


CHAPTER-7
DIFFERENCE BETWEEN RURALAND URBAN MARKET
S.NO Aspect Urban Rural
1. Philosophy Marketing and societal Marketing and societal
Concepts, Green marketing and concepts, development
relationship marketing. marketing, and relationship
marketing

2. Market
(a) Demand High Low
(b) Competition Among units in Organized Mostly from unorganized Units
(c) Consumers sector Widely spread
Location Concentrated Low
- Literacy High Low
- Income High Seasonal variations
- Expenditure Planned, Even Low level
- Needs High level slow
- Innovation adoption Faster
3. Product
- Awareness High Low
- Concept Known Less known
- Positioning Easy Difficult
- Usage method Easily grasped Difficult to grasp
- Quality preference Good Moderate
- Features Important Less important
CHAPTER-8
VALUE ADDITION TO RURAL MARKETING
VALUE ADDITION TO RURAL MARKETING
After understanding the differences between rural and urban market, it is essential to
understand the needs of rural people and redesign marketing plan to make it more rural
specific. The following points must be strongly considered;
1. Know the importance of women.
2. Offer small unit packing. JK Dairy Top sachets revolutionized the market.
3. Reinforce product quality through service initiatives. Hero Honda has established mobile
service centers to take care of rural customers.
4. Establish one-to-one communication channels. Reckit & Colman uses NGOs in rural area to
educate customers about product benefits.
5. Use local idioms to convey your message in a meaningful context.
6. Core values of brand must strike the consumer.
7. Go rural and be rural.
8. Groom a separate set of professionals more conversant with the rural markets.
CHAPTER-9
FACTORS CONTRIBUTING CHANGE IN RURAL
MARKETING

Emerging Role of Rural


Bio-Tech. in Indian Communication
Agriculture Sector

Development
Green Revolution
programmes
CHAPTER-10 ROLE OF MEDIA IN RURAL MARKETING
The growth in conventional media has been quite significant; however, it has not been
substantial. Rural India consists of about 127 million households of which only 54% comes in
contact with any of the conventional media, like press, TV, satellite, radio or cinema. That
means roughly 238 million are waiting to be tapped by the conventional media. No wonder,
rural India is a marketer and advertisers El Dorado.

It should be acknowledged that different media mix is needed to convey messages to rural
consumers. There is a need to understand what appeals to urban customers may not be
appropriate for their rural counterparts owing to their different lifestyle. The entire
communication and also the vehicles for the communicated message thus have to be different. It
has been noticed that below-the-line communication like alternative and innovative ways of
communication played a key role in building reassurance and trust, and so it is vital.
CHAPTER-11
ROADBLOCKS OF INDIAN RURAL MARKETING

Transportation Warehousing

Availability of
appropriate Communication
media

Village
Structure in
India
CHAPTER-12
COMPANIES INVOLVE IN RURAL MARKETING
CHAPTER 13
UNDERSTANDING RURAL CONSUMER
The popular image of a rural consumer is of one who has limited educational background, is
exposed to limited products and brands, chooses price over quality, and is influenced by word-of-
mouth communication. There is also the view that a rural consumer is no different from his urban
counterpart. Changing consumption patterns reflect the evolving lifestyle of rural consumers.
Examining the lifestyle of the rural consumer helps to understand the consumption pattern and
the influence of the environment on consumer behavior.
CHAPTER-14
SOME SUCCESS STORIES of RURAL
MARKETING
CONCLUSION
A silent revolution is sweeping the Indian countryside. The marketing battle fields has shifted from the cities to the
villages but in this battle both consumers and companies are winners, it is a win-win situation. GO RURAL
seems to be the latest slogan. Go and meet the villagers and ask them what they want. Create the products and
services that is relevant to their needs and it is the high time for the companies to focus, luxuries as necessities for
the Indian rural customers.

SUGGESTIONS
The rural advertising needs some innovative and alternative media to woo the
customers.
Proper utilization of resources required.
Marketers can overcome these barriers and explore the opportunities lying untapped in

rural market to achieve organizational goal-profit maximization.


CHAPTER-16
BIBLIOGRAPHY

BOOKS
Rural Marketing by Pradeep Kashyap
MAGAZINE
A Light of hope for Rural India.
WEBSITE
1. www.slideshare.com
2. www.msn.com