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Rural Marketing
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What is rural marketing ?
To
Rural Urban
From
Rural
Urban
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Rural Biscope
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rural matlab ?
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Urban definition
(a) All statutory places with a municipality, corporation, cantonment board or
notified town area committee, etc.
(b) A place satisfying the following three criteria simultaneously:
i) A minimum population of 5,000;
ii) at least 75 per cent of male working population engaged in non-agricultural
pursuits; and
iii) a density of population of at least 400 per sq. km. (1,000 per sq. mile).
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No of House Holds
Rural House Hold
SEC Estimated HH's (000) % Of Rural HH's % Of Total HH's
R1 5947 4 3
R2 16607 11 8
R3 59005 40 28
R4 66038 45 31
Rural Total 147597 100 70
Urban Total 62460
Total India 210057
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Distribution across pop strata
Particular
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Types of Villages
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Types of Houses
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Family Structure - Rural
Particular %
Joint 17%
Nuclear without elders 65%
Nuclear with elders 14%
Siblings living together 1%
Others 3%
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Particular %
Owner Farmer 31%
Leased Farmer 3%
Agricultural Worker 22%
Occupation of CWE - Rural
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Type of Roads
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Modes of Transport
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Schools
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No. of people who go to school -Education(Rural)
Particular %
Literate but no formal schooling 3%
School - Upto 4th Standard 7%
School-5th to 9th Standard 33%
SSC / HSC 18%
Some college (incl. Diploma) but not graduate 2%
Graduate - General 4%
Post - Graduate - General 1%
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Primary Health Center
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Sources of Water
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Types of Shops
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Types of Markets - Haats
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Fairs & Festivals (Melas)
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The Challenges
Media reach
Inadequate data
Vast differences between perception and reality
Brand building focuses on urban consumers with rural asa bonus
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Bridging the gap
Complement and supplement mass media with localchannels
Customised content and context
Focused but flexible approach towards touch points forengagements
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Consumer Understanding
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Knowledge about
People
Understand diversity : by region, gender, age,occupation, remoteness, family structure
Understand daily life
Understand values & norms
Identify social and cultural influences
Needs
Propensity to change
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Knowledge about
Communication forms
Compilation of traditional formats, signs and symbolsand their interpretation
Role of conventional media
Role of : haats, fairs, festivals, chaupals
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Knowledge about
Products / brands / issues
attitudes - practice
Sources of knowledge
Value perceptions
Degree of malleability - what can make them change
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Common ways used to reach the
rural consumer ?
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Hoardings
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Hoardings
Direction
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DirectionBoards
Vans
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Bus
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Branding
Auto
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uto
Rikshaw
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Thank you
Thank you!