In some aspects, both rural and urban customers behave in homogeneous pattern. Haats are basically a weekly event, and are central to the village economy. However, rural marketing determines the carrying out of business activities bringing in the flow of goods from urban sectors to the rural regions of the country as well as the marketing of various products manufactured by the non-agricultural workers from rural to urban areas.
It can be said that marketing is not different, but markets buyers and users. Client and location specific promotion Joint or cooperative promotion. The market for consumer goods that comprise of both durable and non-durable goods ii.
Also this will increase their brand loyalty as well as recognition in that area. Definition and Features of Rural Marketing Article shared by: Conceptually, rural marketing is not significantly different to urban marketing.
So the marketers are looking for extending their product categories to an unexplored market i. The rural market has been growing steadily over the past few years and is now even bigger than the urban market.
There is inflow of products into rural markets for production or consumption and there is also outflow of products to urban areas. The rural market is growing steadily over the years.
The rural population is scattered in over 6 lakhs villages. More and more stress is therefore being given on marketing products. Let us define the term in simple way as: In this Paper we discuss about the role of IT in rural market, e-Chou pal, different strategy, vision and planning behind the e-Chou pal.
At the same time, we must note that increasing literacy rate, improved sources of income, awareness due to improved and increased means of communication and transportation, high rate of mobility within and between countries due to liberalization and globalization, and many other such reasons, some customers are likely to be identical.
So, definition of marketing stated by American Marketing Association can be equally applicable in relation to rural segments. In this context, a special marketing strategy, namely, rural marketing has taken shape.
The haats are basically a gathering of the local buyers and sellers. So, there are dangers on concentrating more on the rural customers. Rural marketing is an evolving concept, and as a part of any economy, has untapped potential; marketers have realized the opportunity recently.
This, along with several other related issues, have been subject matter of intense discussions and debate in countries like India and China and focus of even international symposia organized in these countries.
The standard of living of rural areas is low and rural consumers have diverse socio-economic backwardness. Some Indian customers have become global and cosmopolitan! This has led to the change in the mindset of the marketers to move to these parts of the world.
The urban to rural flow consists of agricultural inputs, fast-moving consumer goods FMCG such as soaps, detergents, cosmetics, textiles, and so on.
They do not prefer changes. They use the e-Choupal to order seed, fertilizer, and other products such as consumer good from ITC or its partners, at prices lower than those available from village traders. In recent years, rural markets have acquired significance in countries like China and India, as the overall growth of the economy has resulted into substantial increase in purchasing power of rural communities.
So as it is given above the significance of the rural market has increased due to the saturation of the urban market as well as in such conditions the company which will lead the way will be benefited as shown by the success of HUL and ITC initiatives. Rural consumers are keen on branded goods nowadays, so the market size for products and services seems to have burgeoned.
ITC e-Choupal is the greatest example of information technology in rural marketing. Features of Rural Marketing: So, the term can be defined as: The word implies that marketing activities are undertaken in rural areas to satisfy rural segments.
Rural markets and rural marketing involve a number of strategies, which include:Hindustan lever rural marketing strategies 1. Hindustan Unilever Ltd: Rural Marketing Strategies % of Rural Sales to total sales Company Rural Share (%) HUL 52 Colgate 50 Godrej 30 Cavin kare 33 Marico Industries 28 Cadbury 25 Heinz 20 Nerolac Paints 10 Glaxo - Wellcome 25 Cipla 23 Ranbaxy 18 Sun Pharma 10 Toyota 48 Kinetic 32 Hero.
Strategies of Rural Marketing in India. Nancy Gulati, Research Scholar, Department of Commerce, into the Indian rural marketing. HUL started its first effort towards going rural ’s onwards, through indirect Upgrading rural market is one way to improve access to marketing opportunities.
Early to pre. Hul Rural Marketing. Topics: Unilever Trends indicate that the rural markets are coming up in a big way and growing twice as fast as the urban, witnessing a rise in sales of hitherto typical urban kitchen gadgets such as refrigerators, mixer-grinders and pressure cookers.
RURAL MARKETING Definition. Rural Marketing in India: Definition and Features of Rural Marketing!
Rural marketing is now a two-way marketing process. There is inflow of products into rural markets for production or consumption and there is also outflow of products to urban areas.
The rural market has been growing steadily over. Impact of Innovations in Rural Marketing: A case study of HUL 59 and path breaking innovations.
Being on a different plane of market evolution, the. Rural marketing is a process of developing, pricing, promoting, and distributing rural specific goods and services leading to desired exchange with rural customers to satisfy their needs and wants, and also to achieve organizational objectives.
The emergence of rural markets as highly untapped.Download