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Indian Rural Market Issues, Opportunities, and Challenges

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Indian rural market opens new dimensions of success for entrepreneurs. However, they have to be aware of the issues, opportunities, and challenge in the journey. Issues The Indian rural market has totally different dynamics. Market ng managers should keep the issues in mind while deriving marketing strategies: The rural market doesn’t show consistent demand throughout the year because the economy is largely dependent on agriculture. The harvesting season typically shows a surge in the market. Poor transportation is still an issue. There has been a great improvement in recent years, though. Roads become unserviceable during the monsoon season, and connectivity becomes a big issue. Material distribution and supply chain is another challenge. Too many tiers in the distribution channels increase cost and time required to deliver the stuff. Lifestyle and mindset of the rural population are different. Hence, products and services that do not use relevant advertising in rural areas remain unnoticed. Buying decisions are usually slow in the rural market. Therefore, it takes the time to popularize a product. Personal experience is more relied than advertising. Opportunities The huge marketplace is the biggest strength of the rural market. When there are more than a billion people waiting for the opportunity of using a product or service, it is critically important to derive marketing strategies and outdoor advertising ideas that attract rural consumers. Competition is less in the rural segment. Since there are not many players contesting for the largest market share, good profitability can be achieved. There is an immense scope of reaping the benefit of launching low-cost, out-of-the-box products that are relevant to the rural people. Such products get clicked instantly and become a great success. Many companies are focusing on specialized advertisement in rural areas. Challenges Marketing gurus have several challenges while deriving effective rural promotion strategies relevant to the rural marketplace. Though it is not impossible to overcome them, they need additional efforts and resources. Deriving a uniform marketing strategy is a big challenge. Since there is a big diversity in India, a homogeneous strategy doesn’t get clicked. Therefore, marketing experts have to do immense efforts to make a product success. Cost is an inhibiting factor, especially when the product doesn’t have direct relevance to them. The rural people are reluctant to pay hefty prices for purely lifestyle products. They feel it a wasteful expenditure. Hence, there has to be relevance between product price and utility value.

10 notes keep in mind when doing rural marketing

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You need half an hour to cut the tree, but you need six hours to sharpen the axe, the adage is relevant in every situation. rural marketing agency is also not an exception to it. When you derive an effective strategy for the market, it is critically important to look at some salient features. Know what the audience is interested into? Preferences of rural consumers are different from urban ones. One size doesnt fit all; rural marketing agencies in india need to work from the grass root level while designing the campaign. Dont proceed without valid data points. Gather in-depth knowledge about the market sentiments, consumer psyche, product distribution and pricing. Marketers must pay attention to the way things will be communicated to the consumers. Spend some time in making an understanding of the particular market. If the product or services are being launched for the first time, then this point is further critical. You must understand that it is a different ball game. The rules are different here. Dont treat is just another market segment. The more you get into it, better will be the result. Look at the rural marketing strategy as the whole. You should work simultaneously on market development strategy, campaign, distribution, or rural marketing events in india. The overall impact will be effective. Look at the market from a long-term perspective. There is immense potential in the rural market, and the effectiveness of your strategy will decide how successful you will be in grabbing the attention of people. If you are one of the best rural marketing companies in india, then dont forget to include the client in every stage of planning and execution. The final say has to be of your client. Prepare a checklist. It is critical for the success of the strategy. Checklist makes sure that you do not forget anything in the execution process. Dont get disheartened by the initial lukewarm response. May be you need a little bit tweaking here and there. Rural consumers take some time to appreciate a product or service, but they are highly responsive once they get an idea about it. You neednt be extravagant while deriving rural marketing strategy. It is possible to come out with flying colors by adapting a conservative approach. These points help in taking your company new heights of success in the rural market. With a sound groundwork and well-planned execution; you can be the role model for others.

3Ms of Marketing Management from the Perspective of the Rural Market

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We have heard a lot about the 3Ms in the marketing management; Market, Message, and Medium. The terms are relevant in the rural marketing campaigns as well. Market Advertizing companies should look at the market, from the point of view of rural consumers while promoting products and services. The lower-middle and middle-class customers (with a handful of aspiring higher-middle class consumers) are predominantly the customers. It is important to conceptualize the campaign in such a way that it inspires and motivate the consumers and not hurt their feelings directly or indirectly. The campaign should not make them feel that the products are for the people of some other planet. If it happens, then the brand or product gets an outright rejection. Rural marketing companies in india such as Vritti iMedia understands the pulse of the market. They design campaigns that suit the market the most. Message By message, we mean the verbatim and presentation both. The message we want to convey should be totally in line with the audience (or market per se) when we decide the message for advertising in rural areas. Since the rural market is a mass market where cost is the top criteria for selection, there is no sense of using words such as exclusive, lifestyle or elegant. Words like economical, money saving, and long lasting offer a great pull. Indian rural market has increased manifold in the past two decades. Today, there are people who can spend more than urban consumers. However, they still give precedence to saving money instead of being extravagant. Marketing gurus need to keep the peculiarities while framing the message. It brings a paradigm shift in the way rural promotion is handled in India. Medium Choosing the right medium is the key to success. Studies say that an inappropriate choice loses the whole purpose of the marketing campaign. If it cant grab the maximum attention of the users, then it is not an effective medium at all. Only experienced and skill marketing managers can find out what is the best medium of promoting the product. What are the habits of the consumers and how do they behave? What are their living styles and what attracts them? Yes, a campaign is a huge success when marketing managers look at the world from the point of view of their customers. Vritti iMedia  comes out with brilliant outdoor advertising ideas to make the best use of the medium.