Under this operation it passed out low—priced sample packets of its toothpaste, fairness cream, Clinic Plus shampoo, and Ponds cream to twenty million households. Rural markets in India have untapped potential. This paper is therefore an attempt to promote the brand image in the rural market. Even just in case wherever the costs of product are unbroken high by the marketers, positioning the merchandise as worth for cash and relating the high value with the standard of product that may justify the value of the merchandise and can also push-up available. The Language and content 72% and expression style of Aamir Khan 85% play significant role. These have been used to diffuse agricultural technology to rural areas.
Brand name The rural consumers are more concerned with the utility of the products. The Gram Panchayat areas have been selected on random basis from the list of available Gram Panchayat. Companies can also organize village fairs, drama shows, and group meetings to convince the rural consumers about the products and services. Pricing strategies Pricing strategies are very much linked to product strategies. Lack of adequate transport facilities, iii. Radio is also very popular source of information and Entertainment, Adds on radio can also be a helpful tool for marketers.
Infect the opinion leaders are the most influencing part of promotion strategy of rural promotion efforts. Pricing Strategy In rural India, financing at zero interest can persuade customers to purchase consumer durables like television, washing machine etc. To reach the opinion leaders viz. Marketers targeting the rural market should be well aware about the seasonality of the business. Barefoot Sales man or Cycle. In addition, the companies dealing in consumer goods can also apply this model and appoint a number of retailers in rural market and attach them to the stockiest who distributes the goods to the retailers as per the potential demand of the market.
Marketer must design and modify time to time its distribution strategies according to nature of rural segments, may be quite differently than that of urban markets. However, only the companies having excellent Infrastructure can adopt this channel. The product meant for rural areas should be sturdy enough to stand rough handling and storage. However, rural marketing determines the carrying out of business activities bringing in the flow of goods from urban sectors to the rural regions of the country as well as the marketing of various products manufactured by the non-agricultural workers from rural to urban areas. Low Priced Packing Explain brand image strategies of any two companies operating in rural areas Class discussion Contd… Product Mix -Width extension- new product line - Length extension — new product items -Depth extension — new product variants Product line Stretching — upward, downward , Line pruning —line modernization Product item Quality, features, design, brand , Augmentations Scope 5.
Rural customers are most price sensitive and, hence, price plays more decisive role in buying decisions. So, the audio visuals must be planned to convey a right message to the rural folk. Dummy Brands Cost is an important factor for rural consumers which determine purchasing decision in rural areas. Markets need to develop innovative packaging technology which would be economic, protective and improve shelf-life of goods. These delivery vans take the products to the retail shops in every corner of the rural market and enable the companies to establish direct sales contact with majority of the rural consumers. Personal Selling and Opinion Leaders: In personal selling it is required that the potential users are identified and awareness is created among them. Some agriculture work like sowing paddy is so intensive that these crops cannot be grown if laborers are not available.
In addition, the farmers with small agricultural land holding are also unable to take advantage of the new technology. The pricing strategy for rural market will depend upon the scope for reducing the price of the product to suit the rural incomes and at the same time not compromising with the utility and sturdiness of the product. Conclusions The following conclusions could be drawn: 1 The Language and content must be according to the suitability of rural environment. Pricing Strategies Rural Marketing Mix. Rural marketing is currently growing at about 20% every year and companies are spending amount Rs. This pulls the crowd towards buying the product.
Consumers are ready to try the product by overcoming all inhibitions and can get the touch and feel of the product and this will further generate sales as most of the people come to the haats with an intention to buy. Manufacturers must have a substantial shelf presence and a sound marketing plan chalked out at these times. The existence of haats are often derived back to earlier period — the days of Chandragupta Maurya. To increase product sales ratio push-up sales promotion is the important part of promotion efforts taken up by the companies. The word implies that marketing activities are undertaken in rural areas to satisfy rural segments. Product sharing services, Example: Tractors 2. Village Haats Haats are the weekly markets from where rural people buy the items of daily necessities, garments, farm inputs etc.
Validating this are the figures that clearly show the difference. Marketers have to locate over 700 million rural Indian and finding them in not easy. I felt it was, because I did spot the obvious loopholes. They are identifying the fact that rural people are now in the better position with disposable income. In some villages, it has become a hard task to have a haircut or a shave, if the local barbers have left the villages. Challenges in Rural Market There are various challenges that hinder the progress of rural market. Demonstration — a key element for success.
Tangible goods -- products Intangible goods --services 4. In the South, the penetration of satellite television is very high. Many languages and dialects: The number of languages and dialects vary from state to state and region to region. Gradually the corporate realized that there was saturation and stiff competition in the urban market, but a demand was building up in rural areas. Among various media of communication, television and radio have played prominent rules in the rural India to-day. Under developed people and underdeveloped markets: The impact of agricultural technology is not felt uniformly throughout the country.
Conceptual Framework Given the Literacy scenario in to consideration the promotion of Brands in rural markets requires the special measures. They also do not want to take any risk when it comes to the health of their loved ones. Today, these brands have a flourishing market in rural India. The rural market has a grip of strong country shops, which affect the sale of various products in rural market. Most of the time, the rural consumers may not be aware of the difference due to illiteracy.