Recommendations

• To succeed in rural market the company will need to adapt the 4P’s of marketing to the 4A’s in their
strategy – Awareness, Acceptability, Availability and Affordability.
• Due to the limited reach of mass media the marketer would have to focus more on traditional media like
melas, haats or mandis, which were places where the entire population of a village congregated on a
periodic basis to purchase a multitude of essential goods while also seeking a say’s entertainment for the
family.
• Product Strategy: The packaging of the product should be in colourful and decent sachets in order to
attract the rural consumers.
• Distribution Channels: Most manufacturers and marketers do follow a distribution arrangement for a
village with the population of at least 5000 people. While it is essential to formulate specific strategies for
distribution in rural areas, the characteristics of product, its shelf life and other factors have to be kept in
mind.
• Pricing Strategy: The per capita income of consumers in rural areas is quite low as compared to urban
areas. Therefore, the price of the product in rural market should be lower than that of urban market. Also
refill packs can be introduced as they reduce the price. Promotion Strategy: In rural markets, TV, radio,
print media and cinema are not that popular.