Page 58 - DMGT509_RURAL MARKETING

Unit 3: Rural Marketing Model

2. Segmentation: The most important factor is the segmentation, as the rural market consists Notes
of different groups and socio economic class. They have different lifestyles, cultures,
economy and demography backgrounds. So the company should think of this and make
the segmentation in a perfect manner. Depending upon the product and business the
company should keep some parameters to make the segmentation. The parameters should
be selected in such a way that its effects the demand of the product.
3. Lifestyle Analysis: The people will be from different cultures and demographic background.
So they will be having different lifestyles and needs. Depending upon their way of thinking
and lifestyle the company need to understand to think of their product. The lifestyle of the
consumer makes an impact on the demand of the product. So by the analysis the company
can draw their strategies to market the product.

4. Profile Study: The Company should develop a profiler for the rural consumers. The
profile helps the company while designing the marketing mix. The profile should be in a
proper manner which impacts the designing and marketing of the product. For developing
such profiles local organizations can help out.
5. Defining Needs: The main theme of the company should look for the needs of the consumer.
As from the above factors the marketer can be able to identify the needs which are suitable
to their lifestyles. After that they should define the exact need of the customer. In general
terms they should define the needs so as to work out on the target market.
6. Target Market: After so many steps of work flow process the company can easily identify
that their product is going to match or not that is the way of matching in their marketing
mix. With the rural market. So by doing all this the company can target a market from the
segmented market. So by selecting a segment they can target the group with their strategies
and marketing mix.
7. Marketing Mix: As we know that marketing mix of the company is the main component to
reach the customers. As there is heterogeneous lifestyles and geographically diverted
market so the company should design or modify the mix depending upon the customer
needs. There should be a proper work out of 4A’s of Marketing Mix. From the above steps
the company can easily identify and can design their marketing mix to reach the market.
So by doing this the company can attain the success.
8. Implementation: Most of the companies feel that implementation is the major problem in
rural market., due the factors influences the market. So for Implementation the channel
players are important. They reached the last mile of rural market. So for the implementation
there should be a full focus from the organization point of view. The planning and working
should be in parallel, by which the implementation cannot be a failure.
9. Control: Last but not least, the important factor to think for the model. As there is a huge
competition in the market, it will grow in a speedy manner. So there will be a lot of things
that companies should always get to update. The R&D should be strong for those areas.
There should be systematic process for the up to date communications. So that they cannot
miss the feedback from the customers and work on those things. The timing for the
analysis and action is very important here. The regional and local players can easily move
in the market and modify their strategies. So that is why companies need to be with their
channel partners to work their strategies. If they can implement it and control the things
than the company can reach the customers easily and can attain the success rate.

So from the above steps if the company does a work out on each step and implement perfectly
than they can mark their success in the rural market.

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