Challenges of rural marketing rural marketing is a time consuming affair and requires considerable investment in. Rural marketing can be described as any marketing activity in which a dominant participant will be from a rural area which implies that it consists of two things that is marketing of inputs to the rural in addition to that marketing of outputs from the rural markets to other geographical area. Growth in the rural market results in an overall balance of people both socially and economically. Rural marketing is defined as any marketing activity in which the one dominant participant is from a rural area. Targeting segmenting and positioning in rural marketing. Consumer lifestyles are a wellaccepted basis for market segmentation. Some of the typical characteristics which will help in rural market segmentation are land holding pattern, irrigation facilities, progressiveness of farmers, cropping pattern. They also have considerable potential for development of tourism in rural areas. The environment outlines threats and opportunities of the market. Levels of market segmentation mass marketing or undifferentiated marketing e. A case study on rural marketing initiative management case prof. Segmenting, targeting and positioning rural markets. This is a brief introductory tutorial that explains the strategies. Rural market segmentation is the starting step in applying the rural marketing strategy.
Rural marketing strategy market segmentation marketing. Market segmentation is as important in rural marketing as it is. Targeting segmenting and positioning in rural marketingtargeting segmenting and positioning in rural marketing. Coming to the frame work of rural marketing, rural marketing broadly involves. There are many reasons as to why market segmentation is done. The rural markets are growing at above two times faster pace than urban markets. Segmentation of rural marketing linkedin slideshare. Companies like hindustan lever, colgate palmolive, britannia and even multinational companies mncs like pepsi, coca cola, l.
Rural marketing is a two way marketing process that includes the flow of goods and services from rural to urban areas and the flow of goods. Market segmentation is the activity of dividing a broad consumer or business market, normally consisting of existing and potential customers, into subgroups of consumers known as segments based on some type of shared characteristics in dividing or segmenting markets, researchers typically look for common characteristics such as shared needs, common interests, similar lifestyles or even. Distribution strategies for rural market marketing lessons. The rural marketing environment is complex and is changing continuously. Decision making, market segmentation, benefits of market segmentation, philosophies of market segmentation, bases for market segmentation create new markets for their products. Market definition, market segmentation and brand positioning. The indian rural markets with its vast size and demand base offer great opportunities to marketers. Considering the environment in which the rural market operates and other related problems, it is possible to evolve effective strategies for rural marketing. Prezi s director of product marketing on working from home and finding balance. To explore and understand rural market is crucial for any marketers today. Pdf activitybased market segmentation of rural wellbeing tourists. Problems of rural market in india an overview semantic scholar. Physical distribution, channel management, promotion and communication, poor infrastructure, uneconomical market size, diverse socioeconomic consumer profile. Nandini btech, mba, jntuhceh abstract rural markets have become integral part of global market.
Due to limited resources, a firm must make choices in servicing specific groups of consumers. Pdf wellbeing and wellness are growing trends in tourism. The growth of rural marketing means applying marketing tack tics to satisfy needs and wants of rural people. Acc to 2001 census 74 crore population 12 crore households 70% of total location pattern. Rural marketing represented the emergent distinct activity of attracting and serving rural markets to fulfil the needs and wants of persons, households and occupations of rural people.
Project report on rural marketing may 29th, 2015 hello sunanda, the topic which you have describe is very much in the news. Most firms assume that rural markets are homogeneous. View segmentation marketing research papers on academia. This includes heterogeneity in rural market, prerequisites for. When marketing activities are done in the rural areas or marketing enter into rural. Very few companies, mainly the agrobased ones, were concentrating in these markets. Rural marketing involve delivering manufactured or processed inputs or services to rural producers or consumers. Segmentation is the process of dividing a heterogeneous market into. Degitalisation is the future for all sector including agriculture there is a need to enhance market information availability accessibility to farming community to enhance their income and impact on their livelihood overall devolopment of nation th. The dynamics of rural marketing in emerging market. Stay connected to your students with prezi video, now in microsoft teams.
Rajesh panda deputy director, associate professor, sibm, pune email. The member of these groups share similar characteristics and usually have one or more than one aspect common among them. About the tutorial rural marketing involves a bunch of processes that includes developing, pricing, promoting, distributing rural specific product and service which satisfies the consumer demand and also achieves organizational objectives as expected from the target market. Marketing concept offer goods and services that fit into the lives of individuals. Coming to the frame work of rural marketing, rural marketing broadly.
Distribution strategies for rural market indian perspective in our last post we talked about product strategies one can adopt while managing business in the rural markets. Table 2 fmcgs urban rural % of rural hh in total shampoo 66. Rural marketing of fmcg products market segmentation. Download fulltext pdf download fulltext pdf download fulltext pdf market segmentation, targeting and positioning chapter pdf available december 2017 with 187,899 reads.
This may or may not be direct, but mostly there are middlemen, agencies, government cooperatives etc. Rural marketing is also defined as any marketing activity in which one dominant participant is from a rural area. Market definition, market segmentation and brand positioning greg allenby ohio state university. In the world of business, target marketing involves breaking a market into segments and then concentrating marketing efforts on one or a few specific population segments. Mass market market strategy segmentation strategy market segmentation is the process of identifying smallmarkets that exists within a large market. Originally the idea of market segmentation was developed by wendell smith in 1956, since then market segmentation is playing an important role for several. The product packaging and presentation also keeps the price low to. Marketer can target a market with two broad strategies. Market segmentation in rural india for fmcgs refers to the process of division of a market into different groups of customers with distinctly similar needs and products. That is, the members of a market segment share something in common. Even the prime minister of india too wants to connect rural areas with city and too develop it. Rural marketing is basically a focused marketing activity of an organization. Rural marketing international journal of academic research and. Once, segmentation takes place, the marketer targets the identified.
Market segmentation is a much broader concept, however, and it pervades the practice of business throughout the world. Introduction of rural marketing marketing can be defined as the process of identifying, anticipating and knowing customer needs, and organizing all the resources of the company to satisfy them. Product strategies, pricing strategies, promotional strategies and place distribution strategies. Six reasons for market segmentation marketing blog for. Rural marketing concepts with degrees of segmentation and.
Market segmentation when the term market segmentation is used, most of us immediately think of psychographics, lifestyles, values, behaviors, and multivariate cluster analysis routines. With growing diversity in the tastes of modern consumers, firms are taking note of the benefit of servicing a multiplicity of new markets. Discuss pricing strategies in rural marketing within the marketing management forums, part of the publish upload project or download reference project category. However, at most of the time its the distribution which acts as a limiting factor in growth of the business in. A decade ago, the rural market was more unstructured and was not a prioritized target location for corporate. The paper is an attempt to examine the dynamics of rural marketing in the fast emerging market economy of india, given to a higher and inclusive growth, including the rural sector. Due to the importance and value of markets to society, it is the. It is a process where a rural producer sells his products in urban market. As a result of the above analysis, we are in a position to define rural marketing rural marketing can be seen as a function which manages all those activities. But often, rural marketing is confused with agricultural marketing the latter denotes marketing of produce of the rural areas to the urban consumers or industrial consumers, whereas rural marketing involves delivering manufactured or processed inputs or services to rural produc. The boon of the green revolution combined with government initiatives such as subsidies, loan waivers, minimum support prices msp and employment schemes mgregs have caused an increase in. At its most basic level, the term market segmentation refers to subdividing a market along some commonality, similarity, or kinship.
Targeting, segmenting and positioning in rural marketing. Rural marketing is a process of developing, pricing, promoting, and distributing rural specific goods and services leading to desired exchange with rural customers to satisfy their needs and wants, and also to achieve organizational objectives. The rural market in indian economy can be classified under two broad categories. If the target market is too broad, there is a strong risk that 1 the key customers are missed and 2 the cost of communicating to customers becomes too high unprofitable. Product strategies for rural market indian perspective. Targeting segmenting and positioning in rural marketing free download as powerpoint presentation.
Marketing is a major activity in rural areas and provides employment for a large number of the rural populace, particularly women. The indian rural market has gained significance in the recent times as the overall economic growth of the country has led to an improvement in the living standards of the rural people. Market segmentation is a process of dividing the market of potential customers into different groups and segments on the basis of certain characteristics. The emergence of rural markets as highly untapped potential emphasizes the need to explore them. It still employs more than 58% of population and accounts for 15 % of the gdp. Rural marketing strategies the rural market has changed drastically in the past one decade. Pdf rural marketing is generally understood as marketing goods and services to.
Introduction d appeals market segmentation is an essential part of market segmentation presents an opportunity to any business. This implies that rural marketing consists of marketing of inputs products or services to the rural as well as marketing of outputs from the rural markets to other geographical areas wikipedia, n. By segmenting markets, the target customer can be reached more often and at lower cost. A detailed profile size of rcg rural population about 73% of total population. Target marketing communications businesses need to deliver their marketing message to a relevant customer audience. Segmentation methodology another process identify business issues clarify scope and dimensions generate. Rural marketing has become the latest mantra of most corporate. It is found that rural marketing too is found to be an emerging one, with diversified rural activities and rural awakening, though not as it should be. Lifestyle analysis, psychographic segmentation, rural market. Market segmentation is as important in rural marketing as it is in urban marketing.
Rural marketing is a two way marketing process that includes the flow of goods and services from rural to urban areas. The purpose of segmentation is the concentration of marketing energy and force on the subdivision or the market. Dont attempt to change the lives of individuals so that they fit the offering. The paper describes the challenges and strategies of rural marketing in india. Approaches for segmentation the rural market of india based on size of village population the size of population residing in a village is a significant factor which determines the overall potential demand for a product or service in that village population no.
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