Page 61 - DMGT509_RURAL MARKETING

Rural Marketing

Notes Developmental marketing refers to taking up marketing programmes keeping the development
objective in mind and using various managerial and other inputs of marketing to achieve these
objectives.
Media, both traditional as well as the modern media, is used as a marketing strategy.
Unique Selling Propositions (USP) involve presenting a theme with the product to attract the
client to buy that particular product. For examples, some of famous Indian Farm equipment
manufactures have coined catchy themes, which they display along with the products, to attract
the target client, that is the farmers. English version of some of such themes would read like:
 The heartbeats of rural India
 With new technique for a life time of company
 For the sake of progress and prosperity

Extension Services denote, in short, a system of attending to the missing links and providing the
required know-how.
Ethics in Business form, as usual, an important plank for rural markets and rural marketing.

Partnership for sustainability involves laying and building a foundation for continuous and
long lasting relationship.
Selection of sales force: The salesman in rural markets should be selected from the educated
unemployed villagers, trained well and appointed as salesmen. The town-to-villages shuttling
salesmen are to be replaced by stationary salesman in villages.

3.4 Opportunities

 Infrastructure is improving rapidly.
 In 50 years only 40% villages connected by road, in next 10 years another 30%.
 More than 90% villages electrified, though only 44% rural homes have electric
connections.
 Rural telephone density has gone up by 300% in the last 10 years; every 1000+ pop is
connected by STD.
 Social Indicators have improved a lot between 1981 and 2001
 Number of “pucca” houses doubled from 22% to 41% and “kuccha” houses halved
(41% to 23%)
 Percentage of BPL families declined from 46% to 27%
 Rural Literacy level improved from 36% to 59%
 Low penetration rates in rural so there are many marketing opportunities.

 Durables Urban Rural Total (% of rural HH)
 CTV 30.4 4.8 12.1
 Refrigerator 33.5 3.5 12.0
 FMCGs Urban Rural Total (% of rural HH)

 Shampoo 66.3 35.2 44.2
 Toothpaste 82.2 44.9 55.6

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