Promotion of Brand in Rural Market of India

Bh. L Mohanraju

Abstract


Promotion of brands in rural markets requires the special measures. Due to the social and backward condition the personal selling efforts have a challenging role to play in this regard. The word of mouth is an important message carrier in rural areas. Infect the opinion leaders are the most influencing part of promotion strategy of rural promotion efforts. The experience of agricultural input industry can act as a guideline for the marketing efforts of consumer durable and non-durable companies. Relevance of Mass Media is also a very important factor.

The Indian established Industries have the advantages, which MNC don't enjoy in this regard. The strong Indian brands have strong brand equity, consumer demand-pull and efficient and dedicated dealer network which have been created over a period of time. The rural market has a grip of strong country shops, which affect the sale of various products in rural market. The companies are trying to trigger growth in rural areas. They are identifying the fact that rural people are now in the better position with disposable income. The low rate finance availability has also increased the affordability of purchasing the costly products by the rural people. Marketer should understand the price sensitivity of a consumer in a rural area. This paper is therefore an attempt to promote the brand image in the rural market. 

(i) The rural market has the opportunity for.

(ii)  Low priced products can be more successful in rural markets because the low purchasing, purchasing powers in rural markets.

(iii)  Rural consumers have mostly homogeneous group with similar needs, economic conditions and problems.

(iv) The rural markets can be worked with the different media environment as opposed to press, film, radio and other urban centric media exposure.

How does reality affects the planning of marketers? Do villagers have same attitude like urban consumers? The question arises for the management of rural marketing effects in a significant manner so than companies can enter in the rural market with the definite goals and targets but not for a short term period but for longer duration. The Research paper will discuss the role of regard. The strategy, which will be presented in the paper, can be either specific or universally applicable.


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References


Monish Bali, "The rural market likes it strong", The Economic Times, [Interview by An Awasthi],

August 23, 2000.

Neeraj Jha, "Gung-ho on rural marketing", The Financial Express, June 19, 2000.

T. P. Gopal Swamy," Rural Marketing, Environment-Problems and strategies, Wheeler Publishing, 1997.

www.hill.com

www.indiainfoline.com

The Marketing Mastermind Case study HLL- Rural Marketing Initiatives ICFAI Press, PP. 62, Feb 2003.


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