Rural marketing requires special promotion efforts, such as AVP van, demonstrations, and group meetings due to the unique characteristics of the market. The media and the methods have to be formulated accordingly.
A classic feature of Indian rural markets is the well-bonded community structure, which recommends advertising and marketing to have a community feel. Promoting brands in rural markets necessitate a special dealing. Word of mouth is an important message carrier in rural India. Opinions of spiritual and religious leaders have a very strong impact on the promotion of any product in the rural market.
Rural marketing is a specialized niche. Marketing in the rural markets demands a tremendous amount of money to promote a brand in a small village. There are few effective ways of attracting the rural markets with less expense.
Street shows are quite popular in villages. There are many examples of effective street shows being employed to promote a product.
Wall paintings are used in villages to promote products. It is a popular technique which has two benefits. The wall is painted without any expense for the owner, and on the other hand, the advertiser doesn’t have to spend anything more than what he does for the paint. Hence it is a win-win situation.
An audio announcement in bus stands has a great impact on the promotion of brands and products in small towns. A lot of companies have created history by using bus stands for product promotions and brand building. With intelligent product selection and extraordinary ideas, companies have been successful and have made the best of the situation.
An experienced rural service provider can do wonders in marketing and in advertising your brand. Working with local agencies to accomplish a rural advertising initiative is similar to learning a new language. Employing an experienced service provider to work with can help escape these drawbacks. The familiarity of the experienced personnel with respect to rural markets can avoid common mistakes and enlarge your chances of a triumphant rural advertising opportunity.
Personal communication holds substantial value in rural communities. Personal presence in a community aids a brand build its reputation of ‘being in the community’. Inclusion in a loyal client base secures those within the community than those without.
A few years ago, consumer electronics company LG launched a special marriage package for rural markets. The package included a basic television, washing machine, and a refrigerator. Understanding that these are the articles the people in rural areas gift for weddings, which proved to be a blockbuster scheme.
Employing the above strategies will furnish a base for a successful rural advertising campaign. Success in multiple communities can establish a brand loyalty that generates real returns.
Large scattered market
- The rural market in India is large and scattered which means that it consists of approximately around 63 crore customers across 5, 70, 000 villages throughout the country.
- The rural population has increased by 125 in the last decade and accounts for over 40% of the Indian economy.
- The market offers great opportunities in comparison with the urban sector. It blankets the maximum population and regions, hence consists of the maximum number of consumers. Rural market accounts for almost 70% of the total Indian population.
Pricing
- Price is the most crucial factor that influences the buying decision of a customer in a rural market.
- They can compromise on quality for a lower price and magnet towards discounts and sales.
- The payment mostly functions on a credit basis. They are accustomed to postponing payments.
Promotion
- Personal selling works well for rural masses. Rural customer’s magnet to local and regional promotional efforts.
- Their reference group is a combination of educated and illiterate family members residing in urban areas. They strongly believe their religious or spiritual readers who are a dominant part of their reference groups.
- Articles like knives, rings, bangles, key-chains, caps, gas lighters, portraits, lamps calendars, and cards with religious impression are favourable promotional articles in a rural market.
- Visual advertisements published in local magazines and newspapers in their regional language might work wonders.
Products
- Customers in your rural markets bank on the utility of a product compared to status and prestige. They believe in simple and effective products that serve them in the long run.
- They reciprocate to products that equate with their religious beliefs and social norms.
- They favour products that can be used and that benefit all family members rather than the personal-use ones.
- Branding, packaging, and labelling have minimal influence on this market segment.
- They are less concerned or unaware of the after sales services associated with products like the guarantee, warranty, services, and so on.
Distribution
- Purchases are mostly made from known retailers and salesmen. Rural markets don’t believe in mall culture or the bigger departmental stores.
- Purchase mostly happens from retail outlets situated in rural or suburban areas.
- They are not keen on home delivery. They seek instant possession. Since they lack patience, they are found eager to possess and use products immediately.
- Caste, religion, political parties, religious and spiritual leaders play a significant role in choosing retailers.
- Online marketing has not yet secured its place in rural areas. They normally place frequent small orders with their retailers and lack storage facilities.