Rural Marketing- an Untapped Potential
Rural marketing- an untapped potential
By: Mrs. Sugandha Dhillan, Mrs. Pradnya Bhandare
Abstract: 'Go rural' is the slogan of marketing gurus after analyzing the socio-economic changes in villages. Rural marketing is an evolving concept, and as a part of any economy has untapped potential; marketers have realized the opportunity recently. Improvement in infrastructure and reach, promise a bright future for those intending to go rural. Rural consumers are keen on branded goods nowadays, so the market size for products and services seems to have burgeoned. The rural population has shown a trend of switching to a state of gradual urbanization in terms of modernisation and the shift is because of saturation of urban market. Rural marketing strategies are significantly different from the marketing strategies aimed at an urban or industrial consumer. Study objectives revolve around these strategies, covered with case studies. • Client and location specific promotion • Joint or cooperative promotion.. • Bundling of inputs • Management of demand • Developmental marketing • Unique selling proposition (USP) • Extension services • Business ethics • Analyzing mindset of consumers before purchasing • Brand ambassadors - impact
Henceforth, we feel that only those companies will survive and win over the rural consumers who apply strategies in innovative ways by understanding the mindset of them.
200 Words
Key Words: Rural marketing, strategies, USP, consumer, brand ambassadors
Introduction
Rural marketing has become an important aspect of marketing environment today. There are a number of myths and realities regarding immense potential of the Indian rural market. There is no doubt that the rural market presents a huge untapped opportunity for marketer as nearly 70% of the population lives in rural India. However, marketers need to explore growth indicators and key strategic tools for successful
By: Mrs. Sugandha Dhillan, Mrs. Pradnya Bhandare
Abstract: 'Go rural' is the slogan of marketing gurus after analyzing the socio-economic changes in villages. Rural marketing is an evolving concept, and as a part of any economy has untapped potential; marketers have realized the opportunity recently. Improvement in infrastructure and reach, promise a bright future for those intending to go rural. Rural consumers are keen on branded goods nowadays, so the market size for products and services seems to have burgeoned. The rural population has shown a trend of switching to a state of gradual urbanization in terms of modernisation and the shift is because of saturation of urban market. Rural marketing strategies are significantly different from the marketing strategies aimed at an urban or industrial consumer. Study objectives revolve around these strategies, covered with case studies. • Client and location specific promotion • Joint or cooperative promotion.. • Bundling of inputs • Management of demand • Developmental marketing • Unique selling proposition (USP) • Extension services • Business ethics • Analyzing mindset of consumers before purchasing • Brand ambassadors - impact
Henceforth, we feel that only those companies will survive and win over the rural consumers who apply strategies in innovative ways by understanding the mindset of them.
200 Words
Key Words: Rural marketing, strategies, USP, consumer, brand ambassadors
Introduction
Rural marketing has become an important aspect of marketing environment today. There are a number of myths and realities regarding immense potential of the Indian rural market. There is no doubt that the rural market presents a huge untapped opportunity for marketer as nearly 70% of the population lives in rural India. However, marketers need to explore growth indicators and key strategic tools for successful