2. SIZE OF RURAL MARKET
RURAL TARGET POPULATION
EMPLOYMENT
BETTER LIVING
CONTRIBUTION TO NATIONAL INCOME
INCREASE IN FARM INCOME
IMPORTANCE OF RURAL
MARKETING
3. FEW PROBLEMS
IN
RURAL
MARKETING
Low disposable income
Inadequate fixed income
(daily wages)
Majority – depends on Agricultural
Income
Acute dependence on monsoon
Consumption linked to harvest
Infrastructure problems
Roads, power
Low awareness
Communication- difficult & expensive
Too many languages
Geographic Spread
Low per capita income
6. Traditional stone cooking fire-Problems?
Fire touches
bottom of pan
Fire spreads out of cooker
Thermal efficiency is 5 to 15 %.
Take more time to cook so needs
lots of fuel.
The smoke makes the cooking pots
dirty this increases the work load of
women.
Smoke entering into the
kitchen room leads to ‘Indoor
air Pollution’( IAP)
Every year IAP is responsible for the death of
1.6 million people - that's one death every 20
seconds
This creates a risk of burns and scalds.
Only one cooking pot
can be used at a time.
7. PROBLEMS WITHTRADITIONAL
CHULHA: SMOKE
Every year 500,000 women and children
die in India due to long term exposure to
smoke in rural kitchens.
The smoke causes:
User and family
exposed to smoke Family members often need to climb on
the roof to clean the chimney.This has
been blamed for many accidents.
Eye problems Lung problems
8. A BETTER COOK STOVE NEEDSTO:
Minimse fuel usage Cook two things at once
Reduce the smoke
emitted towards the
user
Use different biomass
fuels
Easy to build from local
materials
Cook different things rice,
chipatti etc
Accept different cooking
vessels
So we have seen the problems with using a traditional wood stove and what is needed to make it better….
9. THE SMOKELESS CHULHA
Two pot holders
It traps smoke and
heat inside
Vent lid to
stop rain and
animals
entering
Vents smoke out of room
with a chimney
80% of heat
cooking
20% of heat
Keeping
food warm
10. FEATURES:
The stove needs to be installed in a
mud and brick platform.
Fixed improved single
pot hole stove
No behavioural
change required
Affordable to rural
population
Price is low
8 bricks of insulating cement
metallic wire for tying
the bricks together
Metallic pot holder
50%
less fuel 30%
less
cooking
time
11. Any household pot
can be placed on top
of the stove
60% heat
40% heat
Two dishes can be cooked at same time
Pots sit flush on the
potholes, so the gases
do not escape into the
kitchen
Fixed Cement stove
Manufactured by local
worksphops that own
a mold
Price of Mold: INR
500
Chimney
50%
less fuel 50%
less
smoke
12. • Drawn from the experience of companies operating in the
rural market, meaningful product strategies for the rural
market and rural consumer have been discussed here.
• Low priced packaging
• New product designs
• Innovative products
• Utility oriented products
• Brand name
PRODUCT STRATEGIES
13. Pricing strategies are linked to the product strategies. The product
packaging and presentation also keeps the price low to suit the rural
consumer.
Low cost/ cheap products: the price can be kept low by low unit
packing's like paisa pack of tea, shampoo sachets, Vicks 5 grams tin,
etc. this is a common strategy widely adopted by many manufacturing
and marketing concerns.
Discounts
Credit systems
Cash discount
Promotional Schemes.
PRICING STRATEGIES
OUR PRODUCT PRICE – Rs 500/-
14. PRICE IN MARKETING MIX
Rural Consumers Product Price Promotion Place
Quality conscious
concerned with
functional benefits
value for money
Premium Product High High Shops
Value conscious Price
sensitive concern
with functional
benefits
Mass Products Medium High General stores
and haats
Price conscious Spurious
products
Low No Kirana, paan
shops and haats
15. Strength
• Innovation
• Lower costs
• Extensive potential
customer base
Weakness
• lack of patents
• limited product line
Opportunity
• Governmental support
• Changes in technology
• Increase in awareness
Threat
•Increased competition
•Rising costs
SWOT ANALYSIS
17. Low levels of literacy and awareness make rural people less likely to
switch brands as they do not have the required knowledge or information to
exercise a choice. They are more comfortable in purchasing tried and tested
brands. They are therefore, brand sticky rather than brand loyal.
First / Early mover advantage – Whichever brand enters a village market
first seems to gain acceptance in the community through ‘word of mouth’
communication and thereafter many prefer to stick to this particular brand.
Product warranty and after sales service-
When purchasing high-value durable products, rural consumers attach a
great deal of value to the warranty offered on the products.With the increase
in the usage of products, appliances and equipment, there has been a
continuous demand for after-sales service.
CUSTOMER LOYALTY DEVELOPMENT
18. Targeting involves evaluating each
market segment’s attractiveness and
selecting any one or more segments to
enter.
•Evaluation of segments,
•Selection of segments,
•Coverage of segments.
TARGETING
19. Positioning is the act of finding place in the minds
of the consumers and locating the brand therein.
The companies have to plan the positions that
give their products the necessary advantage in
the target markets.
• Identifying the differences of the offer with the
competitors offer,
• Selecting the differences that have greater competitive
advantage,
• Communicating such advantage effectively to the target
audience.
POSITIONING
20. HAAT & MELAS
The countries oldest tradition holds the key to solving these
problems.
Facts & Figures:
Over 47,000 haats and 25,000 melas are held annually. The average
daily sale at a Haat is about Rs.2.25 Lacs Annual sales at melas
amount to Rs.3,500 crore.
TELEVISION
RADIO
PROMOTIONAL STRATEGIES
