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1.1 Definitions
Marketing:
Identifying needs of customers and potential customers, providing
products/services that satisfy these needs and developing efficient processes or
systems to deliver your product/service to the market when, where and how
consumers want it.
Rural marketing:
Can be defined in terms of the location (villages) and occupation (mainly farming)
A large variety of transactions are considered a part of rural marketing
These are marketing of:
1. Agricultural inputs like fertilizers. Pesticides, farm equipment.
2. Products made in urban centers and sold to rural areas like soaps,
toothpastes, TVs etc.
3. Products made in rural areas sold to urban centers like khadi cloth,
handcrafted products etc.
4. Products made and sold in rural areas like milk and milk products. Locally
manufactured toothpowder, cloth etc.
RURAL To URBAN
R
U
R
1 2
A
L
From
U
3 4
R
(FMCGs, durables
B
Services, Agricultural-
A
Inputs)
N
It is important to remember that a definition for a rural area does not exist, so the
definition that is used is the exact opposite, of the definition of an urban area.
A perspective:
The above pattern shows that the Indian farmer is extremely food security
oriented and is not willing to allocate more than one-third of his land to growing
cash crops, which generates additional income for him. Whereas in countries of
America and Europe the farmers use most of their land for cash crops and hence
they have greater incomes.
Grain Pain:
- Public investment in agriculture has been stagnant for the past 10 years
- Indian farmers are grappling with problems of declining soil fertility and
water salinity and the rise of complex pest pathologies.
• Out of the total 6,30,000 villages in India less than 500 people live in 50%
of these villages
• 40% (300 mn) live in 7% (50,000) villages
• Only 1% (6300 villages) have more than 5000 people
• Owner/ farmers constitute 34% of the house hold sectors in rural India and
they account for 65% of TV purchases
• Even though literacy levels are on the rise in rural India it is of limited
meaning in terms of marketing as by definition literate people can only sign
their names
Economic Status
• The average household income of the urban population (Rs.36,000p.a) is
thrice that of the rural (Rs.12,000p.a).
• According to NCAER (National Council of Applied Economic Research)
the lower income group (<70,000) will shrink by 55% in 2006-2007 and
upper income groups (>1,40,000) will double in 2006-2007
• The aspirants, lower middle and middle class are the largest segment and
are the largest base for durables and FMCG goods
• The well off segment like the wheat farmers in Punjab are as of today a
negligible base
• The destitute i.e. the lowest income group have a very low purchasing
power.
• % Of per capita expenditure on food in the rural area is 61% as compared
to urban which is 50% For other items it is:
FMCG 15% (URBAN) 10% (RURAL)
Durables 5% 3%
Demand
• The demand for goods is irregular as it is seasonal and agriculture
dependant
• It depends on the harvest periods. Their cash flows are better after
harvest.
• It is festival and marriage linked. For e.g. The demand for sweets would go
up during Durga pooja in villages in Bengal. Companies like Heinz use
festivals to sponsor “pandals” at various pooja sites and indirectly promote
their products.
Green revolution
Scientific methods, increased crop yields
200 million tones if food grains P.a.
Increased exports of Indian agricultural produce because of WTO support
Increased rural purchasing power
Government Initiatives
Self sufficiency (Operation Flood, white revolution; blue revolution)
Integrated Rural Development Programme (IRDP); TRYSEM (Training
Rural Youth for Self-Employment); REP (Rural Electrification Programme)
REP gave impetus to consumer durables industry, it also aims at having
electricity in almost all villages by 2010
PSU and Co-op banks lend farmers (with ‘Kisan’ credit card by Canara &
Andhra bank, a person can borrow up to 50,000 with these credit cards.)
The World Bank’s first loan of $ 150 million for 2003-04 will go to the
Andhra Pradesh rural poverty reduction project – it is expected to benefit
2million Households.
District poverty initiative started in 2000 includes an expansion of the
geographical area from six districts to the entire state and a sharper focus
on poorer and more vulnerable rural consumers for sectors like power,
road, and poverty reduction.
Of The 740 Million rural consumers realistically about 200 million have the
propensity to spend. However, it is claimed that disposable incomes in
higher income classes in rural areas is higher than in urban areas since
many services such as housing, health and education (leaving quality
issues aside) cost far less.