Rural marketing

In terms of physical distribution due to lack of infrastructure the costs are

very exorbitant to reach the rural customer. Thus, mediums like rural marketing
vehicles and melas and haats provide better opportunities to meet customer
needs. Also the existing distribution would need a transformation to achieve the
required penetration levels as success of Project Streamline of HLL has shown.
Since, the value for money concept is more important rural customers, there has
to be an approach of treating customer as budget seeking consumer. Here, fitting
the consumer needs into an affordable price point is pursued first and then other
features of product are fitted in. Similarly, packaging has to meet customer needs
of better brand recall and introducing favorable price points. At the same time the
importance of retailer has to be recognized where he is one of the most major
influencer is customers decision making process. He acts as the friend and guide
in this process and hence, needs to be managed effectively through promotion
programmes and incentives to promote the brand of a company. In order to
bridge the gap between Philip Kotler and countryside Indian what is needed the
appreciation of unique features of rural India and thus, responding to them by
making adequate improvements in the application of the marketing concepts
learnt in the class.
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For achieving the desired results of capturing the rural
customer a comprehensive approach to the traditional marketing concepts has to
be taken. This marketing mix has to be responsive to customers needs and fit into
his life as a tool of self-enhancement. To be successful the concept of marketing
has to be taken in conjunction with its economic, psychological and social
implications.

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