Академический Документы
Профессиональный Документы
Культура Документы
Reference
RURAL CONSUMER
MARKETING RESEARCH
RURAL PRODUCT
RURAL PRICE
RURAL DISTRIBUTION
RURAL COMMUNICATION
What is Rural
Largely Untapped
Income on the
rise/disposable income
Media Penetration
Encouraging Indicators/Initiatives for Rural Market Growth
Waiver of Loans
There are 3000 households in rural area that earn > 50 lakhs
Low awareness
Geographic Spread
Key Differences
Disposable Income
Literacy levels
Infrastructure
Communication
Geographical Spread
>Reference Group
Health Workers
Doctors
Teachers
Panchayat Members
Rural Bank Managers
District Managers
The Poor
Very Rich
Well Off
Climbers
Aspirant
Poor
Simple Model of Rural Consumer Behaviour
Need Recognition
Evaluation of Alternatives
Purchase Decision
Stimuli Attitude
>Consumer belief
Inputs to any senses
Consumer feelings
Products
Package
Commercials
Brand image
Reference
Information cues about
the characteristics of the
product
Perception
Depends on
Exposure Interpretation
Eg IFB had not adequately Educated Iodex – muscular pain
farmers about the Washing machine Reliever used on animals
-they thought It was a churn for making After hard days work in MP
large quantities of lassi (prosperous Godrej hair dye on Buffaloes
village of Punjab) To make them look better in
Village haats in Raichur
Awareness
Key
Affordability
Challenges
Availability
4A
Acceptability
4 Ps 4 As
Promotion Awareness
Price Affordable
Product Acceptable
Place Available
RURAL MARKET RESEARCH
Marketing Research is a formalized means of obtaining
Information to be used in making marketing decisions
Market research
Tea Stalls
Playgrounds/schools
Publications
Tool Kits Used for Rural Market Research
Tool Kits Used for Rural Market Research
Number of Coins
Ladder
Playing Cards
POINTS TO REMEMBER
FOR
Demographic
Age
Family Size
Gender
Income
Occupation
Education
Caste
Psychographics
(consists of psychological: sociology: anthropological)
Lifestyle Rigid ,changing attitude, urban influence
Personality Authoritarian, Ambitious
Behavioral
Occasions Regular, special occasion
Benefits
User status regular user, first time user, non user
Usage rate Light, medium, heavy
Loyalty None, medium, strong
Attitude to ) positive, negative, hostile
Product )
A.C/Motorcycle/scooter/washing m/c
transistor/radio
Source - NCAER
DEVELOP THE PROFILE
High
Value
to Rural
Customer
Low
Easy Hard
Ease of Implementation
TARGETING
Positioning Concept
Offer Product
After STP (Segmentation, Targeting and Positioning)
Late - Entrant
Company starts Rural
Market after success in
Urban Market for long
(eg Cadbury)
R Retain
Purpose G the market
Grow
A Add
RURAL MARKETING STRATEGY
2 C
Rural Distribution
U
T
Rural Sales Force Management
I
O
N Rural Communication
---------------------------------------------------------------------------------
>could be demonstration
>could be presentation
>Free samples
>could be through up eg tie up with Bank
tie up with Petrol/Diesel pumps
(Hyndai did with IOC and PNB and SBI subsidiaries
>30% sale of Hyndai from Rural/Semi Urban areas)
Awareness
Trial
Purchase
Post-Purchase Satisfaction
RURAL PRICE
RURAL DISTRIBUTION
RURAL COMMUNICATION
Rural Product
FMCG
(HLL, Dabur, Marico, Colgate=Palmolive
Coke, Pepsi)
Classification Consumer Durables
TV ,Fridge, Fan, Presssure Cooker,
Of Cycle, Two wheelers, Sewing machines,
watch, mixer grinder, radio, music system,
Rural Fans, Washing machines
(Philips, LG, Videocon, Onida )
Products
Services
Telecom, Banking, Health care ,Insurance
(Airtel, BSNL, SBI, PNB,Dena bank,)
Agri-inputs
Seeds, pesticides, tractors
(Rallis India, Bayer,)
Maturity
Product
Life Take Off
Cycle Decline
(PLC)
Launch
Points to note
Rural Products
Easy to Use
After sales support
Conveniently packed- success of Sachets
Product literature to be simple
Have a logo – easy to identify eg Thums Up
Rural Packaging
Packaging material –plastics, poly packs, unbreakable materials
Looks - attractive colors (like all tea companies)
Size and convenience- small is beautiful
Rural Branding
1. Brand Name
2 Create Brand Identity
3 Enhance Recognition
4 Build a Brand Image
5 Countering Spurious brands
Look alike
Spell alike
Duplicates
METHODS OF PRICING
PHYSICAL DISTRIBUTION
Transportation
Warehousing Communication
Central/State Warehousing
Cooperatives
Rural Godowns
WHY CHANNELS OF DISTRIBUTION
Geographical Spread
Dealers are few – hence required to bank on a number of resources
Financial Viability
Inadequate Bank and Credit Facilities
TO ADDRESS THE ABOVE CHALLENGES
Rely on Private Village Shops
Supply Chain Stores
SD SD
R
D
SD SD
SD SD SD SD
Whole- SD
D Saler D
Town
SD SD
SD SD
SD SD
D D-dealer
SD- Sub Dealer
SD SD R-Retailer
PLANNING FOR SALES FORCE MANAGEMENT
Hardworking
Have Empathy
Knowledge
Attitude
Skills
They are a major link to the chain and establish the link
Literacy level
Media Habits
Traditional approach
Culture
RURAL MEDIA
Advantages Advantages
>Excellent Reach >High involvement
Less expensive ,wider High Interest
coverage Localized administered at low
cost
Disadvantages
At times unnecessary Disadvantages
coverage Coverage
No customized messages Repeat /Re enforcement
Skill of performer
Companies using this medium
Levers, Onida, Videocon Companies using this medium
Mahindra Tractors, Eveready Bajaj, Levers, HUL, ITC
You are the Marketing Director of A Company dealing
in Consumer Durables (TV, Fridge, Washing Machine
Music System, Microwave etc).
Your business has been growing steadily in the
Urban Market – however, you are aware that the
Business will grow manifold if you also cater to the
Rural market. (Present growth rate has been 8%.
You are targeting a growth of 14%)
Present your case to the Managing Director and the
Board – How you intend going achieving the desired
Objective – with your plans for opening up the
Rural Market