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RURAL

MARKETING

MIX
MARKETING MIX

‘a series of interconnected and


interdependent marketing issues that
need to be considered together’.

‘the set of actions, tactics, tools or


variables that a company uses to
promote and sell its brand or product in a
market’.
P’s of Marketing

P’s Variable
Product Features, Packaging, Quality and Range.

Price Price Level, Credit Terms, Price Changes, Discounts.

Place Location, Distribution Channel.

Promotion Advertising, Publicity, Sales Promotion and Personal


Selling.
RURAL MARKETING MIX

MIX DESCRIPTION

1)PRODUCT Need based consumption, Multiple use,


Tough & Rugged, Price worthy.

1.a) BRANDING Products and Brands that have higher social


acceptance. ( Making them change their
product or brand is difficult )
1.b) PACKAGING Smaller packs, To resolve storage problem,
Color & Convenience, Local language on the
pack.
RURAL MARKETING MIX STRATEGIES

PRODUCT STRATEGIES

A) New/Modified product designs. B) Sturdy products.


NOKIA 1100 – Dust resistant, Torch for Rough handling, transportation and
power failures. storage. PCs – do not require air
conditioner, handle voltage fluctuations,
operate on battery.

C) Utility oriented products. D) Refill Packs and Reusable Packing.

E) Application of Value Engineering. F) Small Unit Packaging.


Cheaper Raw material, Maximum
Functions.
RURAL MARKETING MIX

MIX DESCRIPTION
PRICE Following their income level, spending
priorities in order of their needs, little extra
for better quality but preferably towards
lesser price, prices of the substitutes.
RURAL MARKETING MIX STRATEGIES

PRICING STRATEGIES

A) Large Volume – Low Margin. B) Passing on benefits to the consumers.

C) Small Unit/Volume – Low Price. D) Ensuring Price Compliance.


RURAL MARKETING MIX

MIX DESCRIPTION
PLACE Role of retailers, reach of distribution
channels.
RURAL MARKETING MIX STRATEGIES

PLACE STRATEGIES

A) SEGMENTATION B) COVERAGE OF VILLAGES WITH 2000


POPULATION OR MORE.

C) DISTRIBUTION UPTO MANDIs D) JOINT DISTRIBUTION BY NON-


COMPETING COMPANIES.

E) DIRECT REACH TO RURAL F) HAATS


RETAILERS AND SUB-RETAILERS

G) AGRICULTURAL INPUT DEALERS H) POST AND TELEGRAPH DEPARTMENT


INFRASTRUCTURE.

I) ALTERNATIVE DISTRIBUTION J) E-MARKETING


CHANNELS.
RURAL MARKETING MIX

MIX DESCRIPTION
PROMOTION MEDIA VEHICLES
TV, RADIO, PRINT, CINEMA, WALL/HOARDINGS,
BUS STAND/BUS PANNEL, HAATS, JEEP BASED,
SHOP FRONT, VAN BASED, MELAS, EXHIBITIONS,
LEAFLETS, POSTERS, Etc.
RURAL MARKETING MIX STRATEGIES

PROMOTION STRATEGIES

A) Think Global – Act Local B) Think in Local Idiom


( Family Bonding – Local language ) ( Thanda Matlab Coca-Cola )

C ) Simplicity and Clarity D) Narrative Story Style


( Bingo – Passport Puchu To)

E ) Choice of Brand Ambassadors


Additional P’s of Rural Marketing

I) PASSION
To earn goodwill for the company – attracting,
converting and retaining the rural consumers.
To educate the consumer.
To give 100% to the rural marketing effort.
II) PACE
Speedily catch the market in all possible ways.
III) POSITIONING
IV) PEOPLE
A’s of Rural Marketing Mix

Affordability

Availability

Awareness

Acceptability