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Rural Marketing is defined as any marketing activity in which the one dominant participant is from

a rural area. This implies that rural marketing consists of marketing of inputs (products or

services) to the rural as well as marketing of outputs from the rural markets to other geographical

areas.

Marketing is the process used to determine what products or services may be of interest tocustomers, and the strategy to use in sales, communications and business development. It

generates the strategy that underlies sales techniques, business communication, and business

developments. It is an integrated process through which companies build strong customer

relationships and create value for their customers and for themselves. It is a function which

manages all the activities involved in assessing, stimulating and converting the purchasing power

to effective demand for a specific product and service. This moves them to the rural areas to

create satisfaction and uplift the standard of living.

Yes, big industries/multinational companies can use rural marketing as a tool not onlyexploiting opportunities existing in rural areas but see that along with selling their products in

rural areas, they help the people develop themselves without being exploited by any means.

One idea is for soap companies selling their products in rural areas. They can sell their

products in rural areas with first low cost and good quality, then see that they convey few

messages creating awareness on health and hygiene that could be on the top of the soap

cover through small pictures or easily understandable messages in regional languages like:

1. Everyone should take bath daily.

2. Everyone have to wash hands after going to toilet.

3. One has to wash hands, legs using soaps after bathing animals/ cleaning animals,

feeding them etc. Also saying our soaps could be used in all these places and it takes

care of you in keeping clean and healthy.

Thus soaps are sold and also ensuring people maintain better health. Soap companies have

do a lot of feasibility analysis over these matters and also Health Ministry, as they can take

steps such that these types of messages are printed on soap covers and baby products, etc.

The government should attempt to bring to everyone's focus the major role of rural marketing

for bridging the widening inequality between the rural and urban economy in India. The

government should re-conceptualize rural marketing and should highlight the real need for

dual perspective, i.e., producers empowerment and strategic marketing with broad-basing

this domain in order to cover a lot of market relationships that are the part of this growing

rural-urban links.

http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketing

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This difficult task could be achieved with the help of rural producers who can compete in

marketplace with comparative and competitive advantage and consolidation of rural

enterprises and agriculture.

So rural and agriculture enterprises are in dire need to be linked together to urban and/orrural markets, minimizing the market resistance to the rural products and also maximizing the

market orientation of the rural enterprises.

One more point to add is rural marketing cannot be separated from rural development; rather

it is a tool, with which the rural resources can get a better exposure of the larger markets.

Many development initiators often forget the point of marketability of resources produced

through various skill upgrading schemes and programs they plan. Any kind of production

activity, without proper market linkages will not succeed or sustain in the long run. What the

rural population need is proper intervention on forward and backward linkage fronts. Let thedevelopment initiators think on this line. Be an opportunity seeker first, then cashing upon

those opportunities, let the beneficiaries be the communities you serve

So friends think in all angles of the practical situations in rural market and contribute your

ideas so we, young blood of India, can successfully serve rural market and make Indian

villages happy with all facilities and also ensuring growth of business through rural areas.

Indian businesses to accelerate expansion intorural markets, says study

COIMBATORE: The economymay be slowing down. But that is not stopping

companies from expanding their presence in rural areas. More than two-thirds (67%)

of companies plan to rapidly accelerate the expansion of their businesses in rural

markets, according to a latest study by global consulting firm Accenture. The

monthly per capita expenditure in rural markets increased 19.2% between 2009 and

2012, surpassing urban consumption growth by 2%, the study found.

In incremental terms, spending in rural India during these two years was $69 billion

compared to $55 billion spent by urban India. "As incomes rise, rural consumption

shifts from necessities to discretionary goods and lifestyle products, including mobile

phones, television sets and two-wheelers," the study noted. Nearly 42% of rural

households owned a television in 2009-2010, up from 26% five years earlier.

Similarly, 14% of rural households had a two-wheeler in 2009-2010, twice the

penetration levels recorded during 2004-2005. Rural markets already account for

more than 20% of the total revenues for more than 65% of the companies surveyed.

The study covered 70 businesses (multi-national and domestic) operating in rural

markets across sectors.

http://timesofindia.indiatimes.com/topic/Economyhttp://timesofindia.indiatimes.com/topic/Economy

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RURAL INDIA BUYS Products more often (mostly weekly) ; Buys small packs, low unit price more important than economy ;

In rural India, brands rarely fight with each other; they just have to be present at the right place; Many brands are building strong rural base without much advertising support, like Shampoos,detergent etc. Fewer brand choices in rural areas; number of FMCG brands in rural areas is half that of urban. Buys value for money, not cheap products

EXPOSURE OF RURAL MARKETS IN INDIA 630 million people; According to a study by the Chennai-based Francis Kanoi Marketing Planning Services,stimated annual size of market is

FMCG Rs. 65,000 CroreConsumer Durables Rs. 5000 Crore

Agri Inputs (e.g., Tractors) Rs. 45,000 Crore2/4 Wheelers Rs. 8,000 croreTotal Rs. 1,23,000 Crore SAJMMR Volume 2, Issue 4 (April, 2012) ISSN 2249-877XSouth Asian Academic Research Journalshttp://www.saarj.com

220 - In 2001-02, LIC sold 55% of its policies in rural India. Of the two million BSNL mobile connections, 50% are in small towns / villages. Of the six lakh villages, 5.22 lakh have a Village Public Telephone (VPT). 42 million rural households are availing banking services in comparison to 27 million urban

households. Investment in formal savings instruments: 6.6 millions households in rural and 6.7 million in

urban India.A national strategy in rural marketing and help them in executing it across different regions.Corporates are still apprehensive to "Go Rural." The rural market is growing at a far greaterpeed than its urban counterpart.

The journey of markets to the rural markets has indeed been one of surmounting one hurdle afteranother; these include the 4 As - Availability, Affordability, Acceptance & Awareness - adopting

themselves to the rural atmosphere marketers

RURAL INDIA PROMISES RETAIL GROWTHThere may be a slowdown in urban retail, but 'Bharat' is still shining for retailers . The nextphase of growth is expected to come from rural markets with rural India accounting for almosthalf of the domestic retail market, valued over $300 billion.Rural India is set to witness anconomic boom, with per capita income having grown by 50% over the 10 years, mainly on

account of rising commodity prices andimproved productivity. Development of basicnfrastructure, generation of employment guarantee schemes, better information services and

access to funding are also bringing prosperity to rural households.

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Overall there is a huge market which is waiting to be served, ready to splurge, willing to explorenew products and services, and retailers can tap on their wallets," said Ramesh Srinivas, nationalndustry director (consumer markets), KPMG India

CONCLUSIONWith an approximate population of 700 million people, the rural Indian market is important formultinational corporations to tap. Although rural Indians need to purchase consumer goods justas their Western counterparts do, rural Indian consumers have a different set of needs that mustbe met by both package and product. Spending time researching the rural Indian consumer aswell as the market before diving in can help to prevent unnecessary struggles and failures. If theopportunity exists, partnering with an existing Indian company upon market entry can provideeveral key advantages to a company. Understanding the available distribution networks in ruralndia is crucial to making a successful entry into the rural Indian market. Packages need to be

designed to withstand more distribution abuse due to poor roads and more primitive modes ofransportation. Finally, when creating a package for ruralIndia, small sizes allow consumers to

ry new products. It also caters to the factthat most rural Indians have low disposable incomesand little storage space at home. By applying these lessons that have been learned frommultinational corporations in the past, the task of entering the rural Indian market should bepromising.Rural Retailing in India Given that an overwhelming majority of India\'s population lives in ruralareas, retailers are fast penetrating rural india. Rural india is experiencing the same changes asurban india - changing consumer preferences and consumption patterns, increasing exposure todifferent lifestyles and products, and increasing purchasing power.The retail sector has played aphenomenal role throughout the world in increasing productivity of consumer goods andervices.