Page 151 - DMGT509_RURAL MARKETING

Rural Marketing

Notes hotels and insurance companies, and the professionals such as chartered accountants, management
consulting firms, medical practitioners etc. need marketing.

Industrial Products

These are products which are sold primarily for use in manufacturing other goods or for rendering
some service. These include items like machinery, components and raw materials which form
the bulk of industrial goods. Raw materials are sold in a different way from normal consumer
products like chocolates, which require no personal selling. Raw materials on the other hand
require a certain amount of technical knowhow on the part of the seller. The same would apply
to component parts also.
Machinery is also sold generally through the sales force, particularly if it is of the heavy type. It
is obvious that the latter cannot be stocked in retail outlets. The type of product determines the
type of marketing mix which has to be adopted.
Industrial goods also include supplies and services. Supplies may be like lubricant and oil or
typing paper in connection with the office. Supplies are similar to convenience goods. They are
purchased with very little effort and repurchased once the consumer is satisfied. They are also
marketed through retail outlets. Industrial services include maintenance and repairs. For
example, persons having typewriters naturally want them to be looked after on a regular basis
generally by the same (regular) maintenance person who is normally an outsider. Similarly,
after purchasing a computer, service is necessary. These services are often provided by small
producers or by the manufacturer of the original equipment itself.

Did u know? Micromax Mobile, launched in 2008, targeted the rural Indian Consumer with
its feature-packed, economically priced handsets. The USP of Micromax X1i, the first handset
to be launched was the 30 Day Battery Back up. Priced at INR 1,250 this model was a huge
success in Rural India.

8.6 Individual Product Decisions

We will focus on the important decisions in the development and marketing of individual
products and services. These decisions are about product attributes, branding, packaging, labeling,
and product support services. Companies have to develop strategies for the items of their
product lines. Marketers make individual product decisions for each product including: product
attributes decisions, brand, packaging, labeling, and product-support services decisions. Product
attributes deliver benefits through tangible aspects of the product including features, and design
as well as through intangible features such as quality and experiential aspects.

A brand is a way to identify and differentiate goods and services through use of a name or
distinctive design element, resulting in long-term value known as brand equity. The product
package and labeling are also important elements in the product decision mix, as they both
carry brand equity through appearance and affect product performance with functionality. The
level of product-support services provided can also have a major effect on the appeal of the product
to a potential buyer.

Individual Product Decisions

Product Attributes: Developing a product or service involves defining the benefits that it will
offer. These benefits are communicated to and delivered by product attributes such as quality,
features, style and design.

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