Volume : 2, Issue : 4, April - 2013

Marketing Strategies for Rural India

Mr. A. K. Mohideen, Mr. K. C. Praveen

Abstract :

Marketing today has completely transformed the nature and dynamics of business. Marketing of products has taken precedence over the process of production itself. This can be attributed to the fact that the new age consumer equipped with the potent tool of information seeks more knowledge about the product, its features and its uses. And when this information is presented in a creative and effective manner, it creates an everlasting impression on the consumer’s mind and may even alter his perception of what he needs. Marketers are forever seeking fresh challenges and scouting for more and more clientele to be drawn into their sphere of influence. The urban consumer has always been pampered with the most dazzling array of goods and services from every industry. But the urban market is fast shrinking due to saturation caused by the competition and the growth rate over the past few years has consistently shown a declining trend To explain how the dynamics of anding works in different settings, we have taken example of four villages from various parts of the country. For our purpose we will refer to these villages as our focus groups. We have taken a village each from Punjab, Bihar, Kerala and West Bengal. We will start our analysis by describing the features of each village, define a product that we wish to market in that village and then describe the marketing strategy for that product