2. "India's way is not Europe's. India is not
Calcutta and Bombay. India lives in her
several hundreds of villages"
- Mahatma Gandhi
3. Introduction Introduction
About three-fourth of the total population
resides in the rural areas.
Agriculture -24.7% Gross Domestic Product
(GDP) & 13.1 to Exports.
Employment to 58.4% of the country's
workforce and livelihood to more than 650
million people.
4. What is Rural Marketing?
A rural market is any market that exists in a
area where the population is less than 10,000
They not only needs agricultural inputs, but
also consumer goods.
Rural market is growing at the rate of five
times its urban counterpart.
5. Rural Attraction
Rural development initiatives.
Increasing agricultural productivity.
Lowering of difference between taste of urban
and rural customers.
Good Monsoons
Growing rural infrastructure.
Increasing purchasing power.
6. Challenges in Rural Marketing
In comparison to just 5,161 towns in India
there are 6,38,365 villages in India.
Numbers speak, the rural potential is to be
tapped.
Easier said than done.
7. The challenges are
1. Agricultural Situation
2. Lack of Infrastructural
Facilities.
3. Spurious Products
4. Low Literacy
5. Seasonal Demand
6. Transportation
8. 7. Distribution
8. Communication Problems
9. Traditional Life
10. Buying Decisions
11. Media For Promotion
12. Career In Rural Market
13. Cultural Factors
9. Future Outlook:
A joint effort to penetrate the market is required.
Every effort should be made by the companies to
promote the "my brand" feel in the minds of
consumers.
TRADITIONAL STRATEGIES:
No direct interaction.
Print media and Radio used
Focus on price and not quality and durability.
10. Present Strategy
Now companies have changed traditional and
taken up new strategies like
1 Marketing strategy
2 Distribution strategy
3 Sales Strategy
4 Promotional strategy.
11. Conclusion:
Looking at the challenges and the strategies,
Indian rural market is very promising.
So, the need of the hour is the integration of all
the above stated approaches and constantly
reinventing the products and bringing new
innovations.
Development of a dedicated model for these
areas is a must.
12. “The future lies with those companies
who see the poor as their customers.”
- CK Prahalad
*Real India is Rural India.
*And Real Marketing is RURAL
MARKETING
*SO, GO RURAL
