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Definition of Rural Marketing

To Rural To Urban

From Urban1

N.A.

From Rural 2 3

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1(From Urban to Rural)

Consumable and Durable Agricultural inputs

Consumables

Consumer Durables

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2(From Rural to Rural)

Services of Rural Artisans and productsmanufactured by them locally.

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3(From Rural to Urban)

Agricultural and Allied Production

Rural artisans and rural industry products

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Demand pattern

Geographic Spread

Literacy level Sources ofSupply

Physical Communication Facilities

Product Knowledge

Sources of Information

After sales service availability

RURAL V/S URBAN

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RURAL V/S URBAN

Expenditure pattern

Guidance on usage Per Capita Income

Product as status symbol

Consumer protection

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Marketing strategies ofConsumables and

Durables

Product

Price

Place

Promotion

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Marketing Strategies

Product Strategies

Features, Packaging, Quality, Brand

name,Range

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Product Strategies

Small unit packings

New product designs

Sturdy products

Utility oriented products

Brand name

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Marketing Strategies

Pricing StrategiesPrice level, credit terms, price

changes , discounts

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Pricing Strategies

Low cost or cheap products Avoid sophisticated packing

Refill packs or reusable packs

Application ofvalue engineering

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Marketing Strategies

Distribution Strategies

Inventory, Distribution channels, number of

intermediaries

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Distribution Strategies

Coverage of villages of population 2000 and

above people

Use ofC

o-operativeS

ocieties Utilisation of PDS (Public Distribution System)

Utilisation of multi-purpose distribution

centers by petroleum/oil companies

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Distribution Strategies..

Distribution upto feeder markets, mandi

towns. Shandies, Haats, Jathras, Melas

Agricultural Input dealers

Satellite system

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Satellite Distribution System

Penetration in the rural market

Stockists are appointed in major towns and

feeder towns

They generally conduct functions of

financing, warehousing and sub-

distribution

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Satellite Distribution System

Also termed as hubs and spokes system

ITS MECHANISM.

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Marketing Strategies

Promotion Strategies

Advertising, Publicity, Sales Promotion and

Personal Selling

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Promotion Strategies

Mass Media

Television

Cinema

Radio

Print

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Promotion Strategies

Hoardings, Wall paintings

Shandies, haats, jathras, melas.

Special campaigns

Other Mass media

Personal selling & Opinion Leaders Social Marketing

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Rural Communication

MASS MEDIA

(CONVENTIONAL)

Television

Radio

Print

Cinema

Word of mouth

Video on Wheels(AV Vans)

TRADITIONAL MEDIA

(NON CONVENTIONAL)

Puppetry

Folk-theatre Demonstrations

Haats & melas

Wall paintings Post cards & posters

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Sources of Information

1. Rural Marketing

T P Gopalaswamy

2. Rural Marketing

Ramakishen