Page 103 - DMGT509_RURAL MARKETING

Rural Marketing

Notes the company and consumer behaviour variations. This calls upon the marketer to invest time
and effort to understand the rural consumer.
Research on specific markets of interest is required for meaningful marketing decisions. In
addition to the segmenting decisions, the understanding of the consumers and regular monitoring
of consumer purchase and use behaviour is critical to avoid surprises.

The creative use of products in rural markets can be an opportunity and, therefore, use behaviour
needs to be monitored.

Creative Use of Products

The marketer will find it fruitful to keep track of the different ways in which the product is used
by the rural consumers. This is because the product use could differ and may not be as envisaged
by the marketer. Even for the experienced marketer surprises never cease. Market development
is achieved by being alert to the new and creative uses for the product.

Self Assessment

Multiple Choice Questions:
12. .......................... promotion is an offer of direct money saving to the customer without
diluting product’s brand equity.
(a) Product (b) Sales

(c) Government (d) Price
13. Special .......................... cost packs are offered as promotion to encourage trial.
(a) low (b) high
(c) average (d) big
14. Buyer’s loyalty is limited and can be enhanced with active participation of ........................ .
(a) distributors (b) dealers
(c) retailers (d) wholesalers

15. Sales promotion takes up to .......................... % of total marketing budget and hence it is a
major factor.
(a) 89 (b) 87
(c) 69 (d) 70



Case Study Unilever in India – Rural Marketing Initiatives

nilever Lever Ltd. Case Study will help students to know importance of rural
marketing. Unilever took its initiative in Rural Marketing concept and introduced
Uvarious distribution channels to understand the need of rural consumers. 70% of
the Indian population lives in rural areas. This segment, commonly referred to as the
‘bottom of the pyramid’, presents a huge opportunity for companies. Unilever’s Indian
subsidiary, Hindustan Lever Ltd (HLL), considered one of the best-managed companies in
India, understands the importance of rural marketing.
Contd...

98 LOVELY PROFESSIONAL UNIVERSITY