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rural promotion

Rural Marketing: demands different approach for both rural and urban consumer

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Rural market in India is a much bigger market. Indian Rural economy emerging as biggest contributor to economic growth of India, it is estimated that it will be around 45% of GDP by 2020. Yet, it is an unexplored (or relatively less explored) market. It is needless to say that such a big population cant be taken for granted. Since the demands of the rural and urban population are different, it is critically important to design separate marketing strategies for both. The consuming pattern in rural population is changing and that too with an enormous speed. Increasing income and readiness of spending for lifestyle products open new and exciting business avenues for entrepreneurs in rural markets. With the rapid economic growth and infrastructural development, rural areas are rapidly changing into a new, hybrid identity known as rurban (the urbanized rural areas). They are progressive villages that carry the good characteristics of both rural and urban areas. What are the significant demand differences? (i) The population of small towns or villages continues to stick to the traditional concepts. They believe in the continuity of occupation and dependency on land ownership restricts the movement. The same gets reflected in what they expect from products or services. Longevity and economy of use are the two fundamental requirements. Utility always prevails over luxury. (ii) Rural market has a distinctive local influence. It means that something applicable for a group of people in one area is not relevant in the other area. Demands about product design, service or packaging are heavily influenced by local preference. Hence, Corporates are supposed to put a lot of efforts while designing campaigns. (iii) Price is still a decisive factor in spite of economic growth and improvement in the financial status. Rural consumers want the best value for money. They dont want to spend big money at once. Instead, they prefer paying smaller amounts repetitively. It is quite obvious because of the dependency on harvesting. Since there are earning months and spending months distinctively marked, expenditure need to be managed better. As the country progresses, the rural market becomes further pivotal. Hence, Marketers need to spend more time in analysis and design of campaigns. It is the high time to come out of preconceived notions and look at it as a separate entity.

Five little changes that make big difference to rural marketing

Advertising in Rural & Urban, advertising in rural india, rural advertising, rural marketing, rural promotion / By

Rural India shows a promising future for companies who want to make a distinguished position in the marketplace. It is a huge market with an immense potential. However, it is equally true that using the same age-old marketing gimmicks will not bring any good results. Here are five little changes that will make a big difference. Explore the potential of female consumers Unlike the past, women consumers have started playing a significant role in the rural market. They are ore empowered now, and the paying capacity has also increased a lot. With the increase in the paying capacity and enhanced awareness, they are major contributors to the economy. When a company wants to explore the potential of rural marketplace up to the fullest extent, women consumers need a separate focus. Speak their language Is your product communication is a generic one? Then you shouldnt wonder about the lukewarm response from the rural markets. Experts say that it is a common mistake committed by marketing gurus. Promoting the products in the local language establishes a better communication. People relate to the product better. They feel that the product is for them. Studies substantiate that campaigns designed in tune with the understanding of rural consumers did miracles. Product design according to the market segmentation Experts say that a little tweaking in the product specifications to suit rural condition makes it a great hit. There is a big difference in the lifestyle and mentality between rural and urban segments. For example, a refrigerator in the rural India is considered a way of keeping cooked food and milk fresh. Also, it should not only save electricity but also sustain long power cuts. A brand that offers the aforementioned qualities would be the hot cake. Strengthening the distribution channel A brand that taps the local channels of distribution makes wonders in the rural market of India. Coca-Cola and Lays or Uncle Chips are the success stories. They tapped the local grocery stores, pan shops, and roadside hotels and dhabas to keep their products. Today, these companies have the largest penetration in the rural India. In case of expensive products or consumer goods, it is the best thing to tap the most favorite shops in the town. Adding a pinch of patriotism Making a direct or indirect reference with the spirit of India gives a great boost to the appeal in the rural markets. There have been case studies where products showed a remarkable performance after associating with the patriotic feeling.

With urban markets drying up, entrepreneurs must go to rural markets

rural marketing, rural promotion / By

Underestimating the strength of the rural market was a blunder by marketing gurus in last two decades. Experts say that the overemphasizing on urban areas and concentrating whole efforts of sales and marketing on lifestyle products was not a very good marketing strategy. Though it created miracles initially and everyone was lured by the overwhelming success, experts say that the recent marketing trends show signs of urban market drying up. Is it because of overexposure? Is it because of high inflation rates and reduction in the purchasing power? Is it because people have understood the difference between expense and extravagance? Well, all of the reasons contribute their respective share to the whole problem! Rural market shows a promising future After a long phase of negligence, marketing experts realize that the immense potential of the rural market opens a whole world of business opportunities. With the telecommunication revolution, you can see dish antennas in the remotest of the village. Hundreds of television channels mesmerize millions of people with glossy lifestyle products. Since there has been a big improvement in the economic condition and purchasing power of people living in the rural India, what they need is just an opportunity of buying. In a country that is second most populated one in the world, rural population itself is more than the population of a few European countries put together. Marketing experts know it very well. Hence, they are developing dedicated and relevant marketing strategies that appeal to the rural people and drag them to the product or service. So far, the most penetrated product in the rural India is Tea. Coca-Cola also covers a fair amount of the rural population. Looking at the signs of urban market shrink and dry up, it is needless to say that a major revamp in the marketing strategy (and more importantly the change in the mindset) is needed to avail the best benefits. Rural marketing efforts need humongous efforts In spite of the fact that the rural market brings a fortune for entrepreneurs, the journey is not smooth. Experts warn that there are more efforts required to create a demand in the rural market. People have to be made understood the need for the product or service first. Secondly, the product should be available to them conveniently. Hence, supply chain management is equally critical. Once these hurdles are crossed, the unlimited potential brings perpetual business growth for entrepreneurs.

Vritti iMedia helps brands to expanding their wings in rural market

rural marketing, rural promotion / By

Once upon a time considered trivial from the perspective of designing marketing strategies, the rural market of India emerges as the dark horse. Today, big marketing brains are busy in deriving marketing strategies that would lure the rural people. With a sizable annual spending of more than 50 Billion Dollars (2012 figures), the rural markets leave the urban counterpart far behind. The gap gets widen year after year with more people in the sector buying high-flair lifestyle products such as motorbikes, cars, and mobile phones. Marketing companies that sensed the immense potential early could reap huge profits not only for them but the clients as well. Vritti iMedia is one of the pioneers who expanded the wings in the rural segment by developing creative and innovative ideas that nobody could even think of. Lateral thinking needs the courage of facing failure. When the Team Vritti iMedia comes out with something exclusive, it beams with the confidence of winning. It thinks miles ahead of others. It is the single line success mantra of Vritti. The early bird catches the worm! It is a fact that the early movers always reap the best profits. Vritti iMedia sensed the immense potential of it quite early. It knew that the rural markets will have a giant leap in the coming years, and the growth trajectory displayed by it would be the fastest as compared to the urban market. Therefore, it started working in the direction of developing interesting and effective ideas that would draw in the rural population. After making an early entry, it used the best of the creative ideas and brought exclusive success for the clients. Ideas that touched the hearts Since Vritti iMedia always emphasized on exclusive ideas suitable for the rural segment, it set paramount of success year after year. The quest of achieving better than the best resulted in fantastic marketing campaigns that were simply remarkable and enticing. For winning the hearts of the rural population, people should feel that the campaign is exclusively for them. By using exclusive ideas like promoting products and services on bus stands, or using enormous religious gatherings like Kumbh Mela for brand promotion; Vritti iMedia captured the attention of masses. Such campaigns not only brought incredible results but build the image of being a company that understands the pulse of the rural India. Success boosts the team for raising the standards year after year.

Rural Growth is Key to Indias Success

rural marketing, rural promotion / By

When they say India lives in the villages, they are not wrong. A country where more than 80 percent of the population lives in small and middle-sized towns (a chunk of the population contributing eight to ten per cent of the total economic growth); how can one ignore it? Economists say that the key to growth lies in the rural sector, keeping in view the saturation in the urban areas. It is the time to turn back to villages A big chunk of the Indian population which lives in the rural areas was neglected for more than two decades after the economic policies took a U-turn from the traditional socialist ideology to so-called capitalist market. Everything from marketing strategy to product development and advertizing to promotions was focused on the neo-rich and upper-middle segment of the urban population. It drifted the lifestyle and habits of Indians and world-famous pizza and burger outlets marked their presence in the Indian market, promisingly and successfully. After a whooping success for more than two decades, the urban market faces a big challenge in maintaining the same growth rate. Hence, the time has come to look back a big chunk of the Indian population that shows tremendous growth potential and promising future. Though it is a challenging task, not impossible Everyone agrees that the key to growth lies in the rural market, but it is equally true that the path is full of steeps and turns, just like approach roads in the villages. In a market where round-the-clock power cut is still a reality, how can one think about marketing lifestyle products that expect uninterrupted power supply? However, the rural India is changing and with a pretty fast pace. As the government is keen to take the necessary facilities to the remotest village, good quality approach roads are being made to every village. With more emphasis on unconventional energy sources, e.g. solar energy or wind energy; villages are being made self-sufficient for power generation. It is quite clear that as these efforts would start yielding results, there will be a phenomenal change n the life of the rural people. With a significant growth of the middle class in these areas, the demand for lifestyle products will surge like anything. Companies that read the pulse of it correctly get prepared for the new challenge. Early movers would have the obvious advantage. They will not only seize the biggest chunk but maintain excellent growth as well.