MODULE 8

THE FUTURE OF RURAL MARKETING

RURAL MARKETING-THE FUTURE OF INDIAN
INDUSTRY.

Indian agricultural industry has been
growing at a tremendous pace in the last
few decades.

The rural areas are consuming a large
number of industrial and urban
manufactured products.

The rural agricultural production and
consumption process plays a predominant
role in developing the Indian economy.
RURAL MARKETING-THE FUTURE OF INDIAN
INDUSTRY.

Marketing is the process of identifying and
satisfying customers needs and providing them
with adequate after sales service.
Rural marketing is different from agricultural
marketing, which signifies marketing of rural
products to the urban consumer or institutional
markets.
RURAL MARKETING-THE FUTURE OF INDIAN
INDUSTRY.

Rural marketing differs from agricultural or
consumer products marketing in terms of the
nature of transactions, which includes
participants, products, modalities, norms and
outcomes.

The participants in case of Rural Marketing
would also be different they include input
manufacturers, dealers, farmers, opinion
makers, government agencies and traders.
The importance of rural marketing can be
understood from the fact that today modern
inputs i.e. diesel, electricity, fertilizers,
pesticides, seeds account for as much as 70%
of the total cash costs and 23% of the total
costs incurred by the farmers in the Green
Revolution areas. Further the percentages
were higher at 81% and 38% for small; farmers
owning 1.85 hectars
FOCUSED MARKETING STRATEGIES


Rural marketing in India is not much developed there are
many hindrances in the area of market, product design
and positioning, pricing, distribution and promotion.

Companies need to understand rural marketing in a
broader manner not only to survive and grow in their
business, but also a means to the development of the
rural economy.
FOCUSED MARKETING STRATEGIES


Product
Price
Distribution
Communication



MARKET RESEARCH
More qualitative studies will be needed to
understand the rural consumer ,his life style
,aspirations and motivations.

STRATEGIES FOR RURAL MARKETING

Client and Location specific promotion

Joint or co-operative promotion

Bundling of Inputs


STRATEGIES FOR RURAL MARKETING

Bundling of Inputs

Management of Demand

Developmental Marketing

Media




STRATEGIES FOR RURAL MARKETING

USPS (Unique Selling Propositions)

Extension Services

Ethics in Business.

Partnership for sustainability
CONCLUSION
Rural marketing in India has still a long way to go,
rural marketers have to understand the fact that
rural marketing in India has a tremendous potential
in our country. Rural marketers should understand
this fact and try to tap the huge untapped potential
in our country.