Professional services would now be required in most of the rural areas very soon. This method has been tested by other products like shampoos, biscuits, pickles, vicks five gram tins, etc. To effectively tap the rural market, a brand must associate it with the same things the rural folks do. Many villages may be connected to the grid but the supply is very erratic. The ministicks cost 35 cents, but that was not cheap enough for rural consumers. In the process, they are discovering novel customer segments. The low rate finance availability has also increased the affordability of purchasing the costly products by the rural people.
Sales Promotions-- Consumer and Trade Schemes that incentivise spending using discount coupons, off sesson discounts, free samples encourage spending. With growth of education in the rural areas there are enough people available, especially the youth who can be employable. Each van typically carries a photocopy machine, a camera, and a representative to help villagers with documentation verification. They satisfy a perceived local need 3. They would rather get examined at a private hospital instead of going to the local government run hospitals and risk wellbeing. This is especially true for the rural market like India. Some of their efforts paid off and many markets still an enigma.
Melas are held usually in festive seasons like Dussehra, Diwali, Holi, Eid etc. Entertainment Works There is a lot of need for information in a rural community, but there is an even greater need for entertainment. The cooperative marketing institutions have to introduce scale economies in their marketing operation and provide efficient and comparable services to the customers in competition with the private trade. Distribution strategies Most manufacturers and marketing men do have a distribution arrangement for village with a population of at least 5000 people. Haats provide to the marketers an opportunity to display their products. I also visited Thailand, Myanmar, and Bhutan, which also have considerable rural populations. Let us see some successful distribution strategies for rural market.
Seeing the vast potential of 72 percent Indians living in rural areas, many corporates started focusing on these unexplored and high-potential areas. Smart companies determine which stakeholders are likely to be the most influential and supportive, and then they find ways to earn their loyalty. To teach rural residents about these issues, Novartis recruits and trains traveling health educators. Avoid sophisticated packing Simple package can be adopted which can bring down the cost as it is presently being done in the case of biscuits. Due to the social and backward condition the personal selling efforts become a challenging role to play. Promotion strategies Mass media is a powerful medium of communication. Companies are investing considerable resources in detailed market surveys to identify promising clusters with enough demand to generate profits quickly.
Under developed people and underdeveloped markets: The impact of agricultural technology is not felt uniformly throughout the country. Interact As a general rule, personal communication holds greater value in rural communities than in larger cities. Till then most of the products manufactured were aimed for the urban middle class and elite. Ideal Media Strategy for Reaching Rural Audiences 1. About 95% of the 1 million retail locations are small variety shops, called sari-sari stores.
Find grassroots distribution strategies The Philippines is a nation of small retailers. The life of the product. Their increased purchasing power is largely due to the steady migration of manufacturing jobs to the countryside. Barefoot Sales man or Cycle. Adapt to changing market situations Lessons from the Success of regional brands in recent times Distribution Strategy. Unilever faced a tough challenge: Only half of Filipinos buy deodorant regularly, and standard package sizes were too pricey for rural consumers.
And, like trying to communicate in an unfamiliar tongue, mistakes can have disastrous effects. Realities before the Marketers 70% of the Indian population lives in rural areas. Marketers have to locate over 700 million rural Indian and finding them in not easy. A good salesperson is the one who has thorough knowledge about the product he is about to sell and tries to strike a common point of link between the product and the customer needs. In the strategy of keeping the low priced packed the objective is to keep the price low so that the entire rural community can try. Pricing Strategy for Consumer Durables Rural people have been managing their lives with or without these consumer durable products and most of the rural people consider such products to be for luxury.
Those ice boxes are usually made of thick thermocol and keep the products always cool and also increases their shelf life. Broadly, below are the heads to be taken care of while crafting a rural message. So, with all these challenges, how can a successful rural advertising campaign be launched? Customers may be attracted by using the mass media like organizing folk songs competition, folk dances, magic shows, puppetry shows, street theatre, acrobatic skills, juggler, etc. While it is -essential to formulate specific strategies for distribution in rural areas, the characteristics of the product, its shelf life and other factors have to be kept in mind. It would also need to be more unusual or aggressive to stand out from the sea of ads competing for urban consumers' attention. Culture Rural and urban America have many cultural characteristics in common, yet some differences apply.
In this way, Dabur has scaled up quickly and exceeded its original goal of serving 30,000 villages within 18 months. Demonstration — a key element for success. It is estimated that over 5,000 fairs are held in the country and the estimated attendance is about 100 million rural consumers. . No wonder, the rural markets have been a vital source of growth for most companies. Rural markets are the most attractive markets for service industries.
This concept was then extended and explained in a brilliant way by C. Idea is to penetrate first 3. Use text-based marketing, email marketing campaigns, and simple website designs to make accessing your information a lot easier. The farm equipment companies also have to manage the leasing of these equipment to small farmers, because there is a big market where farmers are looking out for mechanization of farming. Distribution costs and non-availability of retail outlets are major problems faced by the marketers. In rural marketing, a firm has to undergo marketing efforts to satisfy rural segments, which notably differ from urban segments in some aspects.