Welcome

RECENT TRADES IN RURAL MARKETING Presentation by : Dr. V. S. MAHALE Assistant Professor Dept. of Rural Development Veer Wajekar A.S.C. College. Phunde, Uran

Concept Rural marketing is confuse with agricultural marketing. Marketing of produce of the Rural areas to the urban consumers or industrial consumers . Rural marketing involves delivering manufacture or processed inputs or services to rural producers or consumers.

Potential of Rural Market India is an agro base economy Urban market is reaching towards the saturation point More than 70% of India’s population leaves in villages 5,161 towns – 6,38,365 villages

Significance of Rural Market Increase in population hence increase in demand A market increase in the rural income due to agrarian prosperity Standard of leaving also increasing Large flow of investment for rural development programme from government & other sources Development of transport & wide communication network Increase in literacy & educational level

What makes Rural Market attractive ? Rural purchasing power has grown Kisan Credit Card are issue to farmers Market for Telecommunication Agricultural inputs like pesticides, fertilizer, tractors etc. Demand for 2-4 wheelers Market for insurance company like LIC Internet facility - rediffmail Instant noodles sales are growing nearly fast compare to urban

Opportunities in Rural Marketing Infrastructure is improving rapidly. More than 90% villages electrified. Rural telephone density has gone up. Social indicators have improved a lot. Number of “pucca” houses increase. Percentage of BPL families are decline from 46% to 27%. Rural literacy level improve from 36% to 59%.

Strategies for Rural Marketing Client & location specific promotion Joint or co-operative promotion Bundling of inputs Management of demand on the developmental marketing Media / advertisement

Strategies for Rural Marketing Unique selling programme Extension services Partnership for sustainability Selection of sales force

Marketing Issues in Rural Area The unevenly scattered population Under developed market Low level of literacy Seasonal Demand Distribution Communication Problem Traditional life

Marketing Issues in Rural Area Buying decision Cultural factors Media for promotion Less exposure to market Less retail outlets Lack of proper physical communication facilities Low per capita income Many languages

Strategies for Marketing in Rural Areas Product strategy Price strategy: - Low cost / cheap product - Avoid the sophisticated packing - Refilling packs - Reusable packing Application of value engineering Soya protein is being use instead of milk protein

Strategies for Marketing in Rural Areas Channel strategy Promotion & services strategy Advertisement & promotion Business promotion Building up the service principals

Emerging Trends in Rural Marketing Online Rural Market Information through local Agriculture input dealers Cost benefits analysis Need based production Market Driven Extension

Emerging Trends in Rural Marketing Processing Industry Apana Mandi / Kisan Mandi Rural Agri-Export Integrated Marketing

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