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‡ Rural markets-Vast potential- large population,
742+285=1027 mn
‡ untapped, current consumption trends ± a pointer-
telecom, two wheelers
‡ Intensity of competition in urban markets- hul vs. p &g,
dabur, godrej
‡ Increasing incomes- agri +non agri ±growth rates and
purchasing power in rural-
‡ Media explosions-mass medias, i.c.t, ad agencies in
rural
‡ Favorable govt policies- liberal credits
‡ Changing buying behaviors- due to literacy, increased
r2u2r mobility
‡ Upcoming organized retail- coupal sagar, adhar
‡ Innovations r welcomed- Hul -solar, mobile ± pump
starters
‡ ß



 
 

 
 

‡ A distinct marketing activity of attracting and serving to fulfill

the needs and wants of persons, households and occupations
of rural people.

‡ A Marketing function which manages all activities involved in

assessing, stimulating and converting purchasing power in to
an effective demand for specific products and services and
moving to the people in rural area to create satisfaction and
Improve standard of living, thereby achieve goals of org. of
profits and growth

‡ 
 -Developmental + Transactional marketing

‡
 2r2u product-matrix

‡ 
 local vs. branded- godrej no1, cheaper vs. expensive,

copy matter due to literacy, farm income vs. non farm
incomes
‡ 
 
 



 


‡ Philosophy- Primarily societal, developmental vs. more

transactional
‡ Market-low demand vs. intense competition
‡ Consumer-widely spread, seasonal buying vs.
concentrated ,planned and high consistent expenditure.
Traditional-
‡ Products-low awareness, positioning difficult, quality,
innovation preferences low vs. choosy
‡ Price-more sensitive, low price better response.
‡ Distribution-jatras , melas, vans vs. supermarkets
‡ Promotion- conventional +unconventional methods- role
of ad agencies
‡ based on 1-ocupation, 2-environment,3 density of
population,4-heterogenity and homogeneity ,5-mobility- r
to u migration,6-system of interactions-simplicity and
genuineness in relations
‡ :
‡ Deprived people - more BPL customers, tradition bound ,
fatalistic, taboos, , ideologies of casts, inequalities
‡ Deprived markets- frustrating power supply, unreliable
transport, communications
‡ Multiple languages and dialects- 18 languages and 1700
dialects
‡ Dispersed markets- out of 3.7 ml retail outlets in rural 7
states account for 76 % retail outlets, Fairs and melas r
occasional
‡ Low per capita incomes
‡ Spurious brands
‡ Low literacy levels.
‡ customs and traditions impact more
‡ Narrow consumption basket
‡ Distribution problems
‡  


  

 

‡ High distribution costs
‡ High initial development expenditures
‡ Rural retailer ± unable to stock without credit
‡ Inadequate infrastructure- communication , distribution
‡ Accessibility, Channel selection ±different
‡ Consumer µs ability to discriminate, perceptions
‡ Limited market data. Research support
‡ Competitive situation and planning -winning strategies
difficult
‡ Seasonal demands
‡ Sales force management-a problem
‡





 
‡ understanding Market environment-c.b., stp and p¶s to
a¶s