rural marketing- segmentation, targeting & positioning in rural markets

8/3/2019 Rural Marketing- Segmentation, Targeting & Positioning in Rural Markets

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Segmentation, Targeting &

Positioning in Rural Markets

Prof. Rushen Chahal


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Orientations to the Market

Selling orientation - Product orientation - Marketing

orientation

C K Prahalad and V Ramaswamy Co- creating value

with customers

Market as a target to Market as a forum

The contribution revolution

Customer is the king/ queen

Understanding the customer is vital

The Mahatmas words at railway stations

Foundation of the STP process


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The STP Process

Marketing Decision Marketing Actions to be

Undertaken

Segmenting Identifying and developing

profiles of market segments

Target Evaluating segments and

deciding the market coverage

strategy

Positioning Identifying , selecting and

communicating competitive

advantages

Source: The Rural Marketing Book- Khasyap. P & Raut. S


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Heterogeneity in Rural India

Variable Example

Socio Cultural Differences Caste Based Habitations in Villages

Population Size & Density Kerala Vs Andhra Pradesh

Difference in Infrastructure BIMARU states Vs Karnataka

Media Exposure levels Kerala Vs Orissa

Literacy Levels Himachal Pradesh Vs Bihar

Income levels & patterns Farmers & Daily Wage Earners

Family Structure Joint Families & Nuclear Families


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Segmentation: Issues &

Options Measurability- Accessibility-

Differentiability & Profitability

Is it easy to measure segments in ruralareas?

What are the issues in accessing rural

markets?

Is it necessary to segment

underdeveloped markets? ( need for

differentiation)

What is the a ro riate a back eriod


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Demographic SEC

Classification MRUC and IRS

Three variables Education of chief wage

earner durable ownership- type of house


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Multi Attribute

SegmentationThompson Rural Market Index Mica Rural Market Ratings1. Developed by HTA

2. 26 variables

3. Demographics,agriculture,

electrification and banking

facilities

4. Weights are given to variables

5. Data from 383 districts collected6. Classification into A, B, C, D and

E markets

1. 42 socio economic indicators

for ranking districts

2. Linear combination of sixvariables for measuring market

potential of districts

3. Classification into A, B , C , D &

E markets


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Contd

Rural market ratings by RK Swamy BBDO

Lincompass by Linterland ( Lintas IMAG)


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Effective Market Targeting

Segment attractiveness must match

company objectives and resources

Undifferentiated marketing- Coca Cola Differentiated marketing Tractor

Marketing

Single segment concentration

Deciding the appropriate coverage

strategy

Coca Cola An arms length from desire


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Positioning

A distinctive place in the mind of the

consumer

Identifying the unique features of the

product/ service

Differences with respect to competition

Selecting differences having a greater


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Issues in Positioning

Attractiveness-Distinctiveness-Pre-

emptive -Affordability - Communicability

Under positioning over positioning

confused positioning


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Close of Session

Thank You

rural marketing- segmentation, targeting & positioning in rural markets

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