Prof.

Ratheesh Naik
Changing Trends in Rural India
Economic
• Decline in agriculture and allied sector contribution to GDP
• People below poverty line declining
• Increase in non-agricultural pursuits
• Increase in banking and credit facilities (Pradhan Mantri Jan Dhan Yojna)
• Money Order Economy

Social
• Literacy level increasing
• Standard of living increasing
• Increase in Household income by Women (by Self Help Groups)
• Rise of Rural Woman
Technological
• Mobile Subscriber base increased
• Newer technological for agricultural aids
• Increase in Internet user base
• Few technological advances: eNAM – Natural Agricultural Market, Remote Sensing,
Mobile Farm Advisory, Kisan Call Centers and App Plantix

Political
• Exposure to more income generating schemes
• Growing impetus of Panchayat Raj
• Implementation of Various govt. schemes
• Political awareness
Major scheme: Atal Pension Yojna, Bachat Lamp Yojana, Indira Awas Yojna, MNREGA.
Scope for Business
• Rural markets for enhancing revenue
• Internet base
• Financial services
Green Marketing
• The holistic management by identifying anticipating and satisfying the requirements of
customers and society in a profitable and sustainable way.
Key is striking a balance between Production process, company goals and customer needs

Process of selling products and services based on their environmental benefits

It is an emerging strategy like

• Product modification
• Fair trade practices
• Adopting eco-friendly production process
• Modified advertising
• Packaging
Green Products characteristics
• Products are originally grown
• Products are eco-friendly, recyclable, reusable and biodegradable
• Products have natural ingredients
• Products are non toxic
• Products do not harm or pollute the environment

Challenges
Need for standardization
New concept for the customers
Patience and perseverance
Avoid green myopia
Companies shifting to Green Products
• State bank of India – Eco& power friendly equipment in new ATMs
• Tata Sons – Eco rooms
• Kansai Nerolac- Removing hazardous metals from paints
• Wipro – Environment friendly computer
Experimential Marketing
• Consumer and Brands engagement in a new way.
• Connection of brand with Emotional and Rational

Concept of Experimental Marketing

Engagement : Live Interaction, face to face communication and
environmental experience
Activate Senses: See, hear, touch, smell and taste
Build Emotion
Why Experimental Marketing ?
• Engage all 5 senses
• Most memorable media
• Changes brand perception
• Increase Sales performance
• Utilizes word of mouth effectively
• Can convey complex messages
How it is Done
Attention -> Interest -> Desire -> Action
• Attention through Advertising
• Interest through Public Relations
• Desire through Immersive Retail Exp
• Action through Sales promotion & Face-to-face selling
Neuro Marketing
• Combination of Marketing with Neuroscience and Psychology

Tools
• Recording metabolic activities in brain
Positive Emission Tomography, functional Magnetic Resonance Imaging
• Recording electrical activities in brain
Electroencephalography, Magneto encephalography, Steady State
Topography and Transition Magnetic Simulations
• Without recording brain activites
Eye Tracking, Skin Conductance, Facial Conductance and Facial
Electromyography
• How data is used
• Used to determine what part of an ad (still or moving) show highest
engagement

• Three measures to gauge engagement

• Attention
• Retention
• Emotion
Ethical Concerns
• Access to our unconscious minds
• Should technologies be limited to adult consumers
• Who should determine standards and regulations
• Should businesses to forced to disclose use
• How to protect from faulty claims and large expenditures of money

The Truth
It is ambiguous and complicated
Ways of selling addictive products: Tobacco, Alcohol and Video games