EFFECTIVE RURAL MARKETING STRATEGY, Assignments of Marketing Management

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RURAL MARKETING PERSONALITY AND

BRAND BELIEF

INTERNET MARKETING PARADIGM

STRATEGIC PLANNING

NAME: CHANDAN G O

USN: 1DA19MBA

• (^) CULTURAL FACTORS -Customs are socially acceptable norms that have

been in practice over a long period of time. Rural India, being until now

largely isolated from new practices and things

https://www.facebook.com/ialwaysthinkpretty customs, tends to follow the

customs of its traditional society. In urban India, however, in the due

course of time, many of the customs have changed and continue to

change, a change that is accelerated when a new generation adopts new

value systems and practices in order to fit into perceived modernity. 

Regional influences can be defined as a set of attributes exhibited in

clothing, preference for certain types of cereals, food preparations etc.For

eg. Tamilians prefer to cook their native idli with sambhar.

• (^) Population- India is the largest democracy in the world occupying 2.4 percent of the

world’s geographical area and supports 16 percent of whole world population. More

than 72 per cent of the total population of our country resides in rural areas.

• Affordability
• (^) In rural areas, the income of the people is meagre. This is the reason for which the consumers are unable to spend on luxury goods. Moreover, they are mostly concerned about buying the necessary products.Keeping in mind the low affordability of rural consumers, marketers must plan for small packaging of the products at an economical price to capture the attention of price-sensitive consumers.
• (^) Availability The regular supply of the products in the remote areas is another challenging task. We know that rural consumers are usually daily wage earners who spend on the necessities every day. But, many times, the product is not readily available in the rural markets, due to which such consumer may shift to another substitute product.

• (^) Acceptability The product should be designed in a user-friendly manner such that it satisfies all the needs of a consumer by deriving them some value. If the rural consumers are willing to put in extra money for buying the product, it shows their acceptability towards the brand.
• (^) Awareness A rural consumer has low accessibility to the media, such as television and smartphones. Moreover, they have a very different perspective from that of an urban consumer. Therefore, marketers need to focus on that medium of communication and entertainment which are commonly available in rural areas. This will help them to create brand awareness and grab the attention of these potential rural consumers towards their product.

Contd.

• (^) 3. Media: The media that the company has chosen should be reachable to the remote locations. Apart from this the company should use some other methods to make the customer aware of product and its quality. The awareness programs can be through audio visual van, demo programs at mandi, haats, meeting places etc. For Ex: Coromandel Fertilizer gave their promotions in the rural A P with the audio visual van. They made the farmer about their products and usage. They explained through audio video about the implications of pesticides. And in other case HLL at Kumbh mela shown the usage of the washing powder. Hence these touch and feel methods work well than others. It is one of the important factors to make the customer aware of the brand. 4. Message and Recognition: The message about the product and the company should be very clear. The customer should receive the message in clear terms. The message should be in the local language. It should be parallel with the culture and traditions of that specific region. People believe that they should not get cheated by the companies. Therefore company should give the message in proper way so as touch the emotions of the customer. They should convince the customer that they are not being cheated. By which they will get a proper recognition in the market. In the rural market it is mostly the word of mouth publicity works. Therefore by influencing the opinion leaders, Sarpanch, village youth works out well for the companies. Hence it is all about making the people aware of the product and quality. Companies should try to make them convince for the acceptance of the product. In this way for a time period they can build the brand. In Rural market it can be done once the consumer is ok with the product. They

INTERNET MARKETING PARADIGM STRATEGIC PLANNING

• (^) Improving reach through email marketing: Digital literacy rates in rural India are witnessing a strong uptick due to government-driven program such as PMGDISHA that are aimed at imparting digital literacy to rural citizens. Under the scheme, candidates will be trained on the use of computers, smartphones and tablets for sending and receiving emails and browsing the Internet. It’s important to design and optimise email campaigns for mobile as smartphones are most commonly used by the Indian rural population to access digital media.

• (^) Developing a personal connect through social media: Rural India has surpassed its urban counterpart in terms of growth in social media usage – rural regions witnessed 100% growth in the recent past, compared to 35% in urban areas. Social media marketing is therefore critical to all industries in deepening customer connect by projecting a human image. Monitoring real time social media conversations and leveraging techniques such as sentiment analysis can help marketers identify gaps and pain points of rural population and devise personalised campaigns to address them.