Smarter Than One Imagines

Team 7

Agenda
Rural Marketing
Introduction Qs

Why Rural Marketing?

74% of the Indian population are living in villages (NCAER) A potential of 742 million rural consumers live in 6,383,65 villages across India. The Green Revolution has in turn, socioeconomic revolution in Indian villages. brought a

Rising incomes, improving infrastructure, and favorable government policies offer huge potential for rural marketing. Rural India constitutes the heart of India, generating more than half the national income.

INTRODUCTION
7 out of the 10 rural houses have watches. 1 out of every 50 rural houses have color

television. 7 out of the 100 households have electric iron.

MARKETING PLAN

MARKETING OBJECTIVIES

MARKETING STRATEGIES MARKETING TACTICS

BETWEEN THE TERMS

Strategies include ways of achieving the objectives, and tactics (or action plan) are the activities or the actions that should be carried out in order to implement the strategies.

Companies uses various tactics for a single strategy.

Thus strategies play a very important role in the organization development

VARIOUS STRATIGIES OF DIFFERENT ORGANIZATIONS

Enter the export market.

Penetrate existing domestic market. Utilise existing sales force resource

optimally.

Use effective and efficient channels.

Various Policies
PRICING POLICIES DISTRIBUTION POLICIES PROMOTIONAL POLICIES PRODUCT POLICIES SEGMENTATION POLICIES

SEGMENTATION POLICIES IN RURAL INDIA

Demographic segmentation more efficient in rural

market - says Pradeep Lokhande (director rural relation, HLL). Cavinkare also practices economic segmentation.

PRODUCT POLICIES
Considering the rural market, the rural population are very comparative about the product they use. No body wants a cheap or stripped down version of the real thing.

PRODUCT MANAGER ALONG WITH THE SALES MANAGER TAKES DECISIONS

PROMOTIONAL POLICIES
HLL used promotional gifts. USHA runs sewing schools in villages. Philips dress up people in shapes of blubs and batteries and

parades them through out the village.

DISTRIBUTION POLICIES
o o o o

Different distribution setting for the rural market. No dealers or stockiest. Operation Harvest policy. Bicycle vendors.

CONCLUSION
Understanding of the rural customers needs and providing them with the desired products Tailor made products for rural India Marketing with the help of traditional media Modifying products and packaging to suit rural areas

Questions Based On The Case

Reinvent The Wheel For Rural India ???

Do you think separate strategies are necessary for urban and rural markets for the following:
Cement Medicine

Thank You !!!