Rural Marketing Strategies in India Recent Trends
Rural Marketing Strategies in India Recent Trends
Rural Marketing Strategies in India Recent Trends
ARTICLEINFO ABSTRACT
Keywords: Rural Marketing, In today’s competitive market environment all
Rural Consumer, Rural the companies are trying to maximise their
Markets, Rural Marketing growth and profits. Each and every company has
Promotion, Marketing
its own marketing strategies. Marketing
Strategies.
strategies are different for different markets.
Received : 05 September Rural Marketing Strategies are totally different
Revised : 14 September from Urban Marketing Strategies. In order to
Accepted: 25 September
survive in the market one has to tap both urban
©2022 Sneha, Hajira : This is an market as well as rural market. In this paper
open-access article distributed under researcher discussed about various
the terms of the Creative Commons opportunities, threats, different market strategies
Atribusi 4.0 Internasional.
in rural markets in India. Researcher also throw
the light on recent trends in Rural Marketing.
INTRODUCTION
The government initiative to strengthen the rural India resulted in the
rapid growth of rural income which increased the purchasing power of the rural
population in return it expands the rural economy and markets. The vast size of
the rural markets offers huge market opportunities to the business houses. When
there is an opportunity and there will be a scope for threats. Hence, it is necessary
for us to understand the concept of rural marketing, importance, opportunities,
challenges and the emerging trends of rural marketing in India.
Rural marketing is a process of assessing the region specific demands of
goods and services for the rural markets and making the availability of the
demanded goods and services to the rural consumers that can satisfy their
demand, enhance their standard of living and achieve organizational objectives.
Rural Marketing is a two-way process of marketing where in inflow and outflow
takes place between Urban and Rural Markets. It also includes movement of
goods and services within the rural areas for consumption.
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2). Availability- The regular supply of the products in the remote areas is
another challenging task. If the product is not readily available in the rural
markets, due to which consumers may shift to another substitute product.
4). Awareness- A rural consumer has low accessibility to the media, such
as television and smartphones. Therefore, marketers need to focus on that
medium of communication and entertainment which are commonly
available in rural areas. This will increase the awareness and boost the
sales in rural markets.
product packaging. Hence marketers must use simple and less costly for
packaging of the product.
Low Price Points: A product must be priced quite low to make it
affordable for rural consumers.
Schemes for Retailers: Rural retailers are the most significant medium of
sales in the village. The companies must come up with cash discounts, gift
schemes, offers and quantity discounts to build the loyalty of such retailers
towards the brand and increase product sales.
Bundle Pricing: A bundle is a mix of different products in a single pack
available to the consumer for a reasonable price. The marketers must plan
for a product bundle pricing to make the offer appealing to the rural
consumers.
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2). Philips
Philips as a corporation of Europe has successfully implemented and
understood that accepting the culture of a country and then catering to the
demand of them rather than bringing in their European style and then
implementing it , one such successful have been its attempts to launch products
such as Smokeless Chullah in the domestic product category, in the consumer
electronics they developed the color television segment with ‘Vardaan’ which
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was low priced for the rural consumers and operates on less voltage. They have
also developed rechargeable lanterns and LED flashlights.
4). LG Electronics
The Sampoorna TV launched by LG Electronics was aimed at providing
its customers a good quality product at a price which was economic and
reasonable. The hit example of Sampoorna TV is an example with 1 lac sets being
sold in the first year itself. LG Electronics also uses road shows and vans to show
their products to create awareness.
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CONCLUSION
The marketers need to develop a connection with the rural consumers and
then according to their needs and demands develop and sell products. The
development of rural markets is a way towards development of the nation. The
concept of Rural Marketing in India Economy has always played a crucial role in
the minds of business houses. The rural market in India generates bigger
revenues in the country as the rural regions comprise of the maximum consumers
in this country. The rural market in Indian economy generates almost more than
half of the country’s income. Hence companies must focus on the rural markets
and adopt new innovative strategies in order tap the untapped rural markets for
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their long run survival and to grow rapidly in the market. In spite of various
challenges, Rural Markets is always promising for the companies to grow further.
Companies must adopt different strategies for rural India for the better outcomes.
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