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RURAL MARKETING STRATEGIES


RURAL MARKETING STRATEGIES

             The marketing strategy has to be formulated taking into consideration the difference between rural and urban markets. Till recently marketers have exposure mostly to urban markets. They have to reorient themselves to rural markets. A deeper understanding of the rural milieu in needed. The behavior of marketers while conducting business in villages should be respectful and humble. Rural buyers take a long time to make up their mind to buy. Therefore, marketer need to exercise more patience in dealing with less educated rural traders and consumers. Conventional marketing focus on satisfaction of customer needs.

1. Market Segment Strategy: Rural markets are more complicated and fragmented. In rural India consumer are not so independent in consumption. Demonstrations and direct marketing tools are important in rural markets. Marketers look for appropriate variable to segment the rural market. Rural market’ segmentation is by no means an easy task. Family size determines purchase of durable like TV.

2. Company Product Strategy: Product strategy is concerned with product-mix decisions. Product strategy for rural markets has become essential in view of growing competition. Moderate quality small unit packing succeeded in penetrating the rural markets. Major issues for product strategy are- product mix, market segmentation, product positioning, and branding.

3. Product Price Strategy: Price represent market value of product/ service. Rural consumer are price sensitive in comparison to urban consumers. They buy low priced large packs of popular product or low priced small unit packs of premium products. They are more concerned with value for money. Many companies view rural markets as a great opportunity for expending their sales.

4. Product’s Promotion Strategy: There seems to be a vast gap between the way the rural markets have been shaping and the efforts of marketer and media to understand and service these. The rural audience is more often a close knit group rather than a conglomerate of individual. The media mix that is effective in urban markets fails to produce the desired results in rural market.

5. Distribution Strategy: The key to rural marketing strategy is distribution. Distribution is highly specialized activity in urban markets. The urban markets have many selling points like malls and departmental stores whereas rural markets have few outlets. Many companies view rural market as a great opportunity for expending their sales. Companies need strategies to overcome the problem of distance between village lack of adequate transport facilities and lack of good infrastructure.

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