ROLL NO.

7503 7505 7506 7515 7564 PRATIK SHETTY NEHA SINGH PIYUSH VADER ATISH THALI PRITAM

NAME

7568

SUFIYAAN
PURNAVATI

WHAT IS ACTUALLY RURAL MARKETING MIX?

DEFINITION
According to Thomson, The mix of controllable marketing variables that the firm uses to pursue the desired level of sales in the target market with setting up different strategy for different market.

FEATURES OF RURAL MARKETING IN INDIA

Large and scattered market

Large number of consumers

Major income from agriculture

Low standard of living Traditional outlook Diverse Socio-Economic background

WHY COMPANIES GO RURAL?

Large population

Rise in rural prosperity

Growth in consumption Change in lifestyle Lifecycle advantages Market growth rate higher than urban Rural marketing is not expensive

FACTORS CONTRIBUTING TO CHANGE IN RURAL DEMAND

Organized agencies of marketing Warehousing facilities

Market information
Development of television network Rising aspirations of rural people and attraction of higher standard of living

WHAT IS MARKETING MIX?..

DEFINITION OF MARKETING MIX: According to William Stanton,

Marketing mix is the term used to describe the combination of four inputs which constitute the core of the companies marketing system: the product, the price structure, the promotional activities and distribution system.

4 PS OF MARKETING MIX

WHAT IS A PRODUCT MIX?

Philips Kotler
A PRODUCT MIX is anything that can practices by marketer for attention, acquisition, use, or consumption and that might satisfy a want or need. It includes physical objects, services, persons, places, organizations and ideas.

RURAL PRODUCT STRATEGY

Product has to be simpler and easy to use Packaging should be convenient for low price and use Instructions to use should be easy to understand Brand logo should create brand identity

RURAL PRODUCT PACKAGING 1)Small packs 2) combi packs

3)Self through packs

RURAL BRANDING
Brand name development eg: LG sampoorna Creating brand identity eg: TATA shakti

RURAL BRANDING

Enhancing recognition eg: Billi wala cell(ever ready batteries)

Building a brand image eg: sarpanch tractors of mahindra

THREATS IN RURAL BRANDING

Look-alikes: eg

Spell-alikes:

Duplicates:

RURAL PRICING OBJECTIVES

Deeper pentartion of market. Long run profit maximisation.

Recover profit through distribution cost Competitve pricing Increase sales volume and market share.

METHODS OF PRICING
Skimming pricing Penetration pricing Value pricing eg: lifebouy Psychological pricing

RURAL DISTRIBUTION

1)Physical distribution

2)Channels of distribution

PHYSICAL DISTRIBUTION

TRANSPORTATI ON

WAREHOUSIN G

COMMUNICATIO N

BULLOCK CART TRANSPORT

CAMEL TRANSPORT

PROMOTION MIX

1.

FORMAL MEDIA :
Local language newspapers: eg: loksatta in Maharashtra.

2.

Television: eg: DD national

3.

Radio: eg : regional radio

PROMOTION- ADAPTATIONS FOR RURAL MARKETS

Conventional
Television Radio

Non- Conventional
Haat and Mela Folk Media( puppet and magic show) Video Van Mandi

Personalised
Direct mailer POS (demonstration, leaflet)

Press Cinema

Word of mouth Interpersonal communication

Outdoor: Wall Painting, Hoarding

Animator

MELAS & HAATS

Melas Haat

1. 25,000 melas
2. Companies can concentrate on the top 100 melas 3. Pushkar Mela in Rajasthan 4. Organised by the state veterinary department 5. Product sales, promotion,

1. Periodic markets located in larger

villages(> 40,000) 2. 10 50 villages are serviced 3. Sunday markets are most popular 4. Average number of outlets is 315 and average daily sales is about Rs 2 lakhs 5. Traders participate in at least 4 haats

demonstration and database

generation 6. Cultural activities and rural sports

6. 81 percent of the visitors are repeat

customers

FORMAL MEDIA
WALL PAINTING

MARKET SEGMENTATION
Geographic segmentation Demographic segmentation Psychographic segmentation Multi variable segmentation

CASE STUDY

MAPRO Foods Private Limited

About Marketing Mix Strategies

FIELD RESEARCH ON MARKETING MIX OF MAPRO FOODS PRIVATE LTD.

ABOUT MAPRO FOODS PVT. LTD. : Established in 1959,almost 50 years ago at Panchagani, Mahabaleshwar Founder- Kishore Vora Products- Jams, Jellies, Juices, Concentrics and preservatives 15th largest food producer in Maharashtra

ACHIEVEMENTS

The company has obtained ISO 9001:2000 certification ISO 22000 Certification is currently under implementation and the implementation of B. R. C. Standards is being planned in the near future. Mapro has established widespread distribution channels to reach its customers in West, North and South India.

ANNUAL TURNOVER
TURNOVER IN CRORES

YEARS

= expected growth

PRODUCT MIX OF MAPRO FOOD LTD.

Product Category : FMCG (Fast Moving Consumer Goods)

PRODUCTS

JAM

JELLY

JUICES

PRODUCT STRATEGY OF MAPRO

Product with different flavours Attractive packaging Various product Lines e.g Jams, Juices, Choclates, Crush Easy acceseble Raw Material from Domestic Market

PRODUCT PACKAGING OF MAPRO

Outer lot packaging done with Sugarcane Molases Using Technique Making BEST out of WASTE PACKAGING STRATEGY :

1) Plastic Bottles 2) Wrapping Pack worth Rs. 18 3) Big Pack Worth Rs. 70

Size Convinience

Way of Packaging..
Use UR packaging as like, U : Urban Packaging - Safety, Secure, Attractive R : Rural Packaging - Standard Packing

MAPROS BRANDING STRTEGY

Company Started its Journey in Rural Market itself with name MAPRO Initially they introduced Juice product By reaching huge success they starting with Crush

MAPROS BRANDING STRATEGY

As natural availability of Strawberry at Mahableshwar Mapro statrted with Strawberry Jams & Jelly Choclates i.e. Falero

They creat their Brand Recognition in their choclates as, MAPRO KA STRAWBERRY WALA CHOCLATE

PRICING STRATEGY ADOPTED BY MAPRO

Introduce new product with Low Cost Penetration Pricing

They recover low cost at begining by purchasing Cheaper cost Higher quality Raw Material

PLACE MIX OF MAPRO FOOD LTD.

There is Direct physical distribution in market Personal Transportation Services Domestic Markets involve Hill Station

Target Audience: Rural, Urban, Local Peoples

Personal warehousing Service

PROMOTION MIX OF MAPRO FOOD LTD.

No use of Media Advertisement Provision of free Samples to visitors Use of Hoarding & Banners

PROMOTION MIX OF MAPRO FOOD LTD.

Preference given to Direct Marketing i.e. Word of Mouth Retail stores at various places

Road Marketing

PRIMARY FACT FINDINGS

 If they are more advertising through media so as profitability should be more

As mapro is popular in the all over the world but they not provide different variety of product. Especially for Rural consumer there should be consumer council so as they can posted their complaints in Posted manner

Co-operatives & rural market Authors: V.D.Varkey. V.G.Vartak By Himalaya publication Page No. 153-157