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1/80

Rural Marketing

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2/80

What is rural marketing ?

To

Rural Urban

From

Rural

Urban

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3/80

Rural Biscope

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4/80

rural matlab ?

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5/80

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6/80

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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7/80

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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8/80

Distribution across pop strata

Particular

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9/80

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10/80

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11/80

Types of Villages

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12/80

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13/80

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14/80

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15/80

Types of Houses

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16/80

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17/80

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18/80

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19/80

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20/80

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21/80

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22/80

Family Structure - Rural

Particular %

Joint 17%

Nuclear without elders 65%

Nuclear with elders 14%

Siblings living together 1%

Others 3%

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23/80

Particular %

Owner Farmer 31%

Leased Farmer 3%

Agricultural Worker 22%

Occupation of CWE - Rural

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24/80

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25/80

Type of Roads

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26/80

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27/80

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28/80

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29/80

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30/80

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31/80

Modes of Transport

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32/80

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33/80

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34/80

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35/80

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36/80

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37/80

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38/80

Schools

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39/80

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40/80

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41/80

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42/80

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43/80

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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44/80

Primary Health Center

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45/80

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46/80

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47/80

7/31/2019 Intro to RM

48/80

Sources of Water

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49/80

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50/80

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51/80

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52/80

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53/80

Types of Shops

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54/80

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55/80

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56/80

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57/80

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58/80

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59/80

Types of Markets - Haats

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60/80

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61/80

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62/80

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63/80

Fairs & Festivals (Melas)

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64/80

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65/80

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66/80

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67/80

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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68/80

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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69/80

Consumer Understanding

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70/80

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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71/80

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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72/80

Knowledge about

Products / brands / issues

attitudes - practice

Sources of knowledge

Value perceptions

Degree of malleability - what can make them change

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73/80

Common ways used to reach the

rural consumer ?

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74/80

Hoardings

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75/80

Hoardings

Direction

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76/80

DirectionBoards

Vans

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77/80

Bus

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78/80

Branding

Auto

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79/80

uto

Rikshaw

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80/80

Thank you

Thank you!