Rural marketing

There were four phases of rural marketing:{{Cite book |last=G |first=Krishnamacharyulu C. S. |url=https://books.google.com/books?id=sD0uUKp2UBsC&dq=rural+marketing+journal+article&pg=PR13 |title=Rural Marketing: Text And Cases, 2/E |date=September 2011 |publisher=Pearson Education India |isbn=978-81-317-3263-2 |language=en}}

Phase I (before the mid-1960s): Before the mid-1960s, rural marketing focused on agricultural products (such as food grains) and industrial inputs (such as cotton and sugarcane), while excluding heavy and durable products such as tractors, electric motors, and harvesters.

Phase II (mid 1960s-mid 1990s): During this period, it was influenced by Green Revolution, which enabled rural areas to have better irrigation facilities, high yielding seeds, soil testing, and application of implements such as power tillers and harvesters.

Phase III (after the mid-1990s): In the 1980s, the industrial sector of many developing countries like India became increasingly important and its contribution to Gross National Product increased substantially. After the Indian economic reforms of 1991-1992 competition in rural markets increased significantly.

Phase IV (around 2015): This phase marks the emergence of the global market. Globalization resulted in factors such as the information revolution, creation of appropriate technology, increasing urbanization promoted by greater focus on cities leading to the development of rural markets.

Because rural markets are in high demand, a range of different businesses are looking to them for growth support. A marketing mix framework focuses on delivering the right product, at the right price, using the right promotion strategy, choosing an appropriate distribution channel, and fostering long-term relationships with customers. Traditional literature in the field focused on 4P's (Product, Price, Place, and Promotion) as the drivers of marketing.{{citation needed|date=July 2022}} Rural marketing is nowadays understood through the axes of 4As: Availability, Affordability, Acceptability, and Awareness.{{Cite book |last=Dogra |first=Balram |url=https://www.worldcat.org/oclc/767801165 |title=Rural marketing : concepts and practices |date=2010 |publisher=Tata McGraw Hill |others=Karminder Ghuman |isbn=978-0-07-066000-7 |edition=7. repr |location=New Delhi |oclc=767801165}}

Availability: In remote rural settings, providing consistent product availability is a fundamental aspect of rural marketing as rural population are known to be daily wage earners who spend money on their basic needs on a regular basis. Thus, they go for other substitute product.

• Coca-Cola has developed a hub and spoke distribution plan to reach out to villages since it sees rural India as a developing country. In order to stay full, the company receives supplies twice a week from large distributors. Distributors in these areas appoint and supply smaller distributors in their neighboring areas once a week.{{Cite book |last=Balakrishna |first=Sidharth |url=https://books.google.com/books?id=GjrggSMZbvcC&dq=Coca-Cola%2C+which+considers+rural+India+as+a+future+growth+driver%2C+has+evolved+a+hub+and+spoke+distribution+model+to+reach+the+villages.+To+ensure+full+loads%2C+the+company+depot+supplies%2C+twice+a+week%2C+large+distributors+which+act+as+hubs.+These+distributors+appoint+and+supply%2C+once+a+week%2C+smaller+distributors+in+adjoining+areas.&pg=PA95 |title=Case Studies in Marketing |date=2011 |publisher=Pearson Education India |isbn=978-81-317-5797-0 |language=en}}
• The bike manufacturer Hero Honda has introduced ‘servicing on wheels’ that makes it easy for consumers to service their vehicles from remote locations.{{Cite web |title=Honda starts Service on Wheels initiative - ZigWheels |url=https://www.zigwheels.com/news-features/news/honda-starts-service-on-wheels-initiative/18000/ |access-date=2022-04-13 |website=ZigWheels.com |language=en}}

Affordability: Targeting rural consumers who are more price-sensitive, marketers introduced smaller packages at cheaper rates in order to capture their attention.

• For instance, in July 2021 UK-based companies Unilever and Mondi collaborated to develop aluminum-free, recyclable paper-based packaging for Colman's meal maker and sauces range. Packaging material made of 85% paper replaces the multi-material laminate previously used.{{Cite web |date=21 July 2021 |title=Mondi and Unilever serve up aluminium-free paper-based packaging for Colman's Meal Makers |url=https://www.mondigroup.com/en/newsroom/press-release/2021/mondi-and-unilever-serve-up-aluminium-free-paper-based-packaging-for-colman-s-meal-makers/}}
• In Columbia, Amcor introduced a plastic sachet for powered chocolate in June 2021. This sachet is designed so that the chocolate will be protected from atmospheric humidity. It also reduces carbon emissions by 53%.{{Cite web |title=First designed to be recycled packaging for powdered chocolate in Latin America |url=https://www.amcor.com/insights/blogs/amcor-first-designed-recycled-packaging-powdered-chocolate-latam |access-date=25 April 2021 |website=www.amcor.com}}
• To grab the rural market, Hindustan Unilever launched products like Sunsilk, Head & Shoulders in sachets which are quite affordable to rural consumers.{{Cite web |title=Hindustan Unilever's Sales Strategy to Expand its Rural Presence |url=https://www.linkedin.com/pulse/hindustan-unilevers-sales-strategy-expand-its-rural-presence-kumar |access-date=2022-04-13 |website=www.linkedin.com |language=en}}
• For the rural market, Eveready developed low-cost lanterns.{{Cite news |last=Reporter |first=B. S. |date=2009-03-02 |title=Eveready launches products in power sources, lighting |work=Business Standard India |url=https://www.business-standard.com/article/companies/eveready-launches-products-in-power-sources-lighting-109030200075_1.html |access-date=2022-04-13}}
• Idea Cellular, launched Behtar Zindagi, a VAS rural areas.{{Cite news |last=Reporter |first=B. S. |date=2011-03-16 |title=Idea Cellular launches VAS product for rural areas in Gujarat |work=Business Standard India |url=https://www.business-standard.com/article/technology/idea-cellular-launches-vas-product-for-rural-areas-in-gujarat-111031600062_1.html |access-date=2022-04-13}}
• Philips introduced smokeless stove named Chulha for rural population.{{Cite web |date=2009-08-29 |title=Chulha by Philips Design |url=https://www.dezeen.com/2009/08/29/chulha-by-philips-design/ |access-date=2022-04-13 |website=Dezeen |language=en}}

Acceptability: To derive some value from the product to satisfy the need of the consumer, much emphasis is given to product design. It shows their acceptance towards the brand if the rural consumers are willing to pay more for the product.

• LG has launched a television named Sampoorna which is a customized television for the rural markets.{{Cite book |last=S.Neelamegham |title=Marketing In India, Cases And Readings |date=2012 |publisher=Vikas Publishing House |isbn=978-93-259-5676-6 |url=https://books.google.com/books?id=5J8bEAAAQBAJ&dq=LG+has+launched+a+television+named+Sampoorna%2C+a+customized+television+for+the+rural+markets&pg=PA613}}
• Coca-Cola provided ice boxes as an alternative to refrigerators for seasonal stores.{{Cite journal |author1=Rithvikaa Kripanithi |author2=Anitha Ramachander |date=1 April 2018 |title=4 'A's The Key Drivers of Rural Marketing |journal=Journal of Rural and Industrial Development |volume=6 |url=http://publishingindia.com/GetBrochure.aspx?query=UERGQnJvY2h1cmVzfC80Njk4LnBkZnwvNDY5OC5wZGY=}}
• Philips introduced a color television range named Vardaan, a customized television for rural market which works on low voltage.{{Cite news |last=Bureau |first=Our Corporate |date=2004-02-18 |title=Philips eyes 37% jump in sales via Vardaan |work=Business Standard India |url=https://www.business-standard.com/article/companies/philips-eyes-37-jump-in-sales-via-vardaan-104021801041_1.html |access-date=2022-04-13}}

Awareness: Keeping in mind the low accessibility of the media (such as television and smartphones) among the rural population, marketers need to grab the attention of rural consumers and their focal point is to opt for that medium of communication and entertainment that are readily available in rural areas.

• Microsoft is collaborating with Chinese government to bring technology to the rural population. Microsoft provided two of six Info Wagons to small town in Luohe, Henan Province in Central China, as part of an innovative rural computing pilot programme. The high-tech buses, each with 15 students PCs and one instructor PC, will travel to remote areas around one of China's most populous provinces to function as mobile computer training centres.{{Cite web |date=2007-04-22 |title=Off the Beaten Track: Bringing Relevant Technology to Rural Areas |url=https://news.microsoft.com/2007/04/22/off-the-beaten-track-bringing-relevant-technology-to-rural-areas/ |access-date=2022-03-29 |website=Stories |language=en-US}}
• To tap the potential rural market, Hero Honda launched the 'Har Gaaon Har Angan' (every house, every village) campaign.{{Cite news |last=Ramanathan |first=S. Kalyana |date=2008-07-18 |title=Hero Honda takes rural road to up sales |work=Business Standard India |url=https://www.business-standard.com/article/companies/hero-honda-takes-rural-road-to-up-sales-108071801064_1.html |access-date=2022-04-13}}
• At Kumbh Mela where thousands of people converge for a month, Colgate Palmolive supplied herbal toothpaste free of charge.{{Cite web |title=Colgate-Palmolive - News Detail |url=https://www.colgateinvestors.co.in/news/colgate-offers-complete-suraksha-at-the-kumbh-mela-colgate-s-kumbh-se-sampoorna-shuddhi-colgate-vedshakti-se-sampoorna-suraksha-campaign-aims-to-create-oral-hygiene-awareness-and-also-ensure-a-safe-visit-for-all-pilgrims/ |access-date=2022-04-13 |website=www.colgateinvestors.co.in}}

As a part of their Corporate Social Responsibility (CSR),{{Cite book |last=G |first=Krishnamacharyulu C. S. |url=https://books.google.com/books?id=sD0uUKp2UBsC&q=rural+marketing+text+and+cases+pdf |title=Rural Marketing: Text And Cases, 2/E |date=2011 |publisher=Pearson Education India |isbn=978-81-317-3263-2 |language=en}} companies operating in metropolitan markets also participate in rural development operations. Some prominent examples are:

• DuPont, an American-based company is trying to enhance the lives of 3 million farmers and their rural communities by increasing maize productivity and income through agronomic training (the field of economics concerned with the distribution, management, and productivity of land), improved inputs, and increased access to loans, markets, and grain storage. To achieve this, DuPont has established a partnership with the Government of Ethiopia and the U.S. Agency for International Development (USAID).{{Cite web |title=DuPont-Business for 2030 |url=http://www.businessfor2030.org/dupont}}
• The International Labour Organization (ILO) is assisting a number of countries, including Zimbabwe, to improve rural women's employment and economic empowerment, Kenya, to improve access to financial services in rural areas, and Nepal and India, to improve rural infrastructure through employment-intensive investment programmes.{{Cite web |title=The rural economy: An untapped source of jobs, growth and development |date=13 March 2017 |url=https://www.ilo.org/global/about-the-ilo/newsroom/news/WCMS_547135/lang--en/index.htm}}
• As a part of Digital India initiative, e-commerce players like Flipkart, Snapdeal, Infibeam, and mobile wallet major Paytm have signed Memoranda of Understanding (MoUs) with the government to reach rural areas by connecting with the government's common service centres (CSCs) being set up in villages.

{{citation needed|date=July 2022}}

• Godrej Good Knight's commercial emphasizes children's education by providing mosquito protection, which would otherwise distract them from their studies. With this knowledge, Good Knight Fastcard decided to introduce ‘Fastcard ki Paathshaala’, a voice-based education Interactive Voice Response (IVR) – that might help rural markets while also serving as an educational enabler. And, by using mobile phone, effectively bringing a classroom into their homes.{{Cite web |last=Ruparel |first=Niraj |title=VOICE AI: Rural India gaining pace in technology adoption |url=https://ruralmarketing.in/stories/voice-ai-rural-india-gaining-pace-in-technology-adoption/ |access-date=2022-03-29 |website=Rural Marketing |language=en-US}}{{Cite web |title=Cosmic - Godrej Case-Study |url=https://cosmicinfotech.com/case-studies/godrej-case-study |access-date=2022-03-30 |website=cosmicinfotech.com}}
• Dabur India Limited has launched a voluntary organization- Sundesh for the development of rural areas. This programme takes into consideration the holistic approach covering various aspects like health, literacy, employment and empowerment.{{Cite web |title=Sundesh |url=https://www.dabur.com/amp/in/en-us/csr-be-the-change/sundesh# |access-date=2022-03-31 |website=www.dabur.com}}
• Hindustan Unilever Limited (HUL) has launched Project Shakti, a programme that helps rural women across India develop an entrepreneurial mindset and become financially self sufficient. These women entrepreneurs (known as Shakti Ammas), are trained in basic distribution management and familiarization with company's products in order to provide them with a steady income.{{Cite web |title=Enhancing Livelihoods through Project Shakti |url=https://www.hul.co.in/planet-and-society/case-studies/enhancing-livelihoods-through-project-shakti/ |access-date=2022-03-29 |website=Unilever |language=en-IN}}
• Unilever took the concept a new level in Pakistan by launching Guddi Baji, a programme that trains hundreds of local women to work as beauticians from the comfort of their own homes. Unilever tackled the issue of gender inequality through this programme. Guddi Baji, which means "Good Sister", is a female community influencer programme that assists women in becoming self sufficient and gaining economic empowerment.{{Cite web |title=Guddi Baji - Unlocking value and inclusion |url=https://www.unilever.pk/news/press-releases/2019/guddi-baji-unlocking-value-and-inclusion/ |access-date=30 Sep 2019 |website=unilever.pk}}
• Integrated Watershed Management Programme (IWMP), an initiative by Mahindra and Mahindra is a Public Private Partnership (PPP) model with Government of Madhya Pradesh in the district of Damoh. The programme is believed to solve the issue of climate change as it helps in conserving soil fertility, increasing productivity of crops, restoring ground water table, etc. along with the development of community.{{Cite web |title=Smridhhi Ki Asha |url=http://cbs.teriin.org/pdf/Mahindra_Water.pdf |website=Teri: Council for Business Sustainability}}

{{reflist}}

• Das, (Dr.) V.M., “ History and State of Rural Marketing Research, Education and Training”.
• Pradeep Kashyap and Siddhartha Raut, The Rural Marketing Book (New Delhi: Biztantra, 2007)
• [https://thecsrjournal.in/top-100-companies-india-csr-sustainability-2021/ Top 100 companies in India for CSR and Sustainability in 2021 - The CSR Journal]
• [https://hbr.org/2014/06/unlocking-the-wealth-in-rural-markets Unlocking the Wealth in Rural Markets (hbr.org)]

Category:Marketing