Rural India presents an opportunity of potentially adding .8 trillion ( Rs 112 lakh crore) to the Indian economic. however , while designing the rural marketing strategy, marketers need to know the pulse of this highly – aspired segment. http://www.ruralmarketing.in/
Rural marketing brings to you 13 marketing strategies to succeed in rural India.
While drafting a strategy there are certain points that can make a huge difference and put the rural market in all new light.Lets see how rural is an enticing and aspiring market for Corporate.
1) Rural is not a cheap and sub-standard market
Instead rural consumers are smart and have more buying power than urban consumers. Validating this are the figures that clearly show the difference. Between 2009-12 rural India spent around billion whereas urban spent billion.
2) To be Effective wisely choose a rural marketing specialist agency
Look out for
– The profile of the agency and its experience
– Their areas of specialisation
– Their creative team and their capability to communicate
– Their regional presence
3) ‘Cookie cutter’ model will not work
As rural sector due to its potential calls for a team that can differentiate between the urban and rural market and its strategies.
4) Rural markets means ONE FAMILY ONE BRAND
Defying convention that says rural household is ruled by one brand, a marketer must know that each user has its own brand.
5) Technology surprisingly is the foundation of rural growth
Today rural India if not completely still are players in mobile and internet marketing. Facility of banking, advertisements and availability of gadgets ensure opening of this route of marketing for rural population.
6) Tradition and value systems have to be well respected
You can never go wrong or play with values and traditions while dealing with rural India. Hence, proper infrastructure, talent availability and heterogeneity should be envisaged and worked upon well.
7) In rural Market Bottom-up approach works better
Following table proves the point (watch in video)
Time is an important factor sounds cliche but in rural advertising and marketing it actually is the most crucial point. As markets are abuzz and there is brisk buying largely after harvesting period. Manufacturers must have a substantial shelf presence and a sound marketing plan chalked out at these times.
9) No under-performing managers in rural
As a thumb rule there should not be managers who are city-bred executives for rural initiatives. Instead, hire candidates who have rural or small town background in-short who can feel comfortable in the rural setup.
10) Rural marketing is an expensive affair and demands patience
Yes, it is true because Marketing cost in rural is almost double when compared to urban markets. Marketers should first reasonably calculate the expected per capita sales and then work backward.
11) Business Models for Inclusive Growth
Design business models which will deliver inclusive growth; creates opportunities for manufacturing and service sectors. For instance, contract farming and farm-to-town distribution models have benefitted many corporates.
12) Word-of-mouth marketing
It has proven to be the most effective method in rural area as compared to urban markets. As rural people communicate a lot and have high influence on each other.
13) Digital Marketing to engage youth
The major role in bringing technology to rural is played by smartphones therefore digital marketing is going to be the best way to harness the potential customers in this area.
We hope these 13 strategies will prove to be pivotal if you are venturing in the under currents of rural India.