1. Welcome

2. 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

3. 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.

4. 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

5. 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

6. 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

7. 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%.

8. 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

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

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

11. 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

12. 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

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

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

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

16. Thank You