| Topic : Consumer Behaviour and Rural Marketing in India |
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Activity:
74 views;
last activity : 07 06 2010 20:18:09 +0000
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By changing the product according to the needs
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Positioning should connect to the customer
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JUst Focus on Proper Marketing & Advertising Efforts
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Correlate it with their daily life...
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By customerizing the packaging as per the rural consumption
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We should keep changing the features of the product as per the needs of the consumer. The consumers need often changes due to increase in income, wants and desire. So to create sustainability we should meet their needs first. So when they get what they want the demand rises and the supply of the product also increases. |
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Its true that to sustain in the rural market the products has to be changed according to the needs. As for any product to get success, the needs of the customer has to be understood which keeps on changing time to time.Therefore the best way is to go for market research in the same market time to time to match up with the needs of the people. Though this market is tough and availability of product becomes a major problem but if a proper plan will be made one can make the difference. So just focus of needs, price, availability of product and the rest will be done.
I'd say that rather than 'changing' the product as per rural needs, the path to be followed should be 'developing' the product as per rural needs. This could lead to a sustainable demand and then re-inventing and improvising with time
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the Positioning of the product promotion and Advertisement should connect to the rural customer. the connection can be i terms of vernacular languauge or folk songs /dramas which help the rural customer to understand better. the impact of the advertisement in terms of effciency will also be better and positioning will be easier. |
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The Rural Population in India accounts to nearly 70% with a ever increasing consumption rates, the rural markets faces the problem of Local Brand markets & lot of Undercuting & Black Marketing at the segments . Hence the importance of proper marketing & advertising is crucial . In Order to enable sustainable development the market must be pushed with lots of offers , consumer participative programs , Guerrilla Marketing programs & organizing consumer forums & hiting the market sentiments ,through which creating a sustainable demand through brand loyality. |
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Some marketers of Paragon Slippers have used the slogan , " Gode me fit baa, Paragon Hit baa!" (Paragon is a hit, because it fits well in feet.) and Paragon hit records in consumers trust in the Bhojpuri community. Even today the people in Rural India donot say they need Detergent, they say, NIRMA de do. and NIRMA has categories and types.(for them) To make a product penetrate deep in the hearts of people is the best way of sustaining the business. Create a slogan, a motto, a catchy jingle, or a crazy correlation with their life... that binds.. that binds big time.... And If quality is good, even comparable to others, this trick makes it stand steps ahead, in minds of people..
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Rural markets cannot have large packaging as the level of consumption is generally very low for branded products and almost negligible for necessities. therefore the packaging should be customerized for the rural market so that product is within their purchasing power and its self life can be minimized. |
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- Create a confidential Career Profile and Resume/C.V. online
- Get advice for planning their career and for marketing of experience and skills
- Maximize awareness of and access to the best career opportunities
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