Strategies for entering into rural market

Strategies ofr entering rural market:

1. Low pricing

2. Less quantity packing

3. No brands

4. Educating rural people

5. Understanding their needs & requirements

6. Easy accessibility

Rural people build perceptions and are difficult to convince, Need to break thier perception and build new once with Product Demos or experiences (sweet/ tough) and create hype/ educate thru media

The success of entering the rural market depends on how you bring all the beliefs, culture and traditions together into a package that gives the consumers the value for the price he is going to spend. Still today the rural consumer wants a soap and not lux... The whole idea is how you reach them i.e. the ease of access & price... If a consumer wants to buy a soap he asks for the lowest priced soap and then whatever is available he buys.... My personal experience in Gujarat where the middle aged rural consumer has money to buy still doesnot associate with a brand as for him the brand doesnot carry any image but this is different for a yound lad who is going to college in the near by town who clearly will boast around telling his friends that he has used a lux today....If you look at the rural market after 3-4 yrs where the consumer will be this yound lad will definitely like to associate himelf with a brand... Though it all depends on how fast the communication flows to him in the near future... So it is imperative now that more and more cheaper and effective ways of communicating the brand to these young consumers are devised which will in near future definitely help to make inroads for the brands and new products....

Rural markeet is a totally different ball game. The ARPU's going to be less in these markets. hence follwoing are the key to revenue:

1. packet comprising of Voice and data

2. Community centre to run by educated youths.

3. VAS as supplement towards increasing ARPU

4. End to end service delivery.

the marketer should understant the need of of consumer. to make them buy a branded product is difficult task thogh hll has succeded by marketing products according to consumer behaviour of rural area.the demand in RA is seasonal so we have to consider that as well.

low price

effective packaging

awareness through mobile media and local media is important.

as the literacy level has gone up recent year, in west bengal, BIhar, UP and maharashtra. people has started realising to associate them selve with a brand.

we should have effective marketing strategy to tapp it.

1.Awareness, 2.Economical, 3.Quality, 4.Accesibility, 5.Understanding their needs, 6.Above the Line Advertisements

Price is the key there. Because  of limited income, everything like bramd and all comes after price. Once you establish brand with price next you can keep them abreast with your brand awareness.

At very 1^st we need to understand the need of consumers.

Once we are able to find out the needs, then very nxt we will think of solution with the

Best attraction (attraction*)

*

In rural market we need to take care of few things:

1. Language for batter communication.
2. There traditions.*
3. There concept of Business.
4. Nearest Business hub from where they got the inspiration so that we can get the clear picture of market.

If we have these tools we can grape the market potential/prospects very easily

as said the rural market is still not in action because the people in villages do not emphasise on quality of a product or they do no know the actual value about a product. wit a strategy of a good quality of product n good sample test can give us a brief about the reaction of the rural public. based on the product the rural people must be educated in the form of surveys and hence it can be a starting step to enter a rural market.

The days of cheap price, "Sasta, Sundar, Tikaau" have gone. these days people dont look for only cheap, they also look for cheap and profitable. the product which will fulfill something more than just its function. e.g. if a soap is introduced in the market with a Katrina Kaif as its ambasador, the soap would surely work but if we have to make the same soap work in the rural market, Katrina Kaif's Poster along witht he Soap will surely help. and if you say that Katrina Kaif's Poster would be signed by her personally for 1 out of every 1000, that will definitely bring in more buzz in the crowd.

in the same manner, if treditions are targetted and sentimental promotions are done, they would also find good response. e.g. the advertisments which are produced by AirTel are quite touching and they are reached all over. but more than television, its the mouth publicity which would do the best in rural areas as its a discussion which gets people thinking than just an advertisment.

in my opinion, if a product is launched to be marketed in rural areas, its best if one of the localites is hired to market it in a particular fashion (may be given a frenchise for free and the more he seels the more he earns.) run a campaign to give out a frenchise of a particualr product for free to 1 person out of each village or small town. this would bring in a lot of business minded people to come together and try see the product through the assigned area.

Ideas can be just thought over, brainstorming is what makes it perfect.

Generally MNC's or even our own companies like HLL,  Mahindra's have a CSR. That program is for the benefit of the underprivileged or somehow linking their products to reach the rural mass.

Linking yourself with such a program is definitely beneficial as the CSR is an year round activity and Corporates have to ensure that it takes place all the time. It is a definite plan to reach the TA and it also involves product being sold albeit at discounted costs. The only thing to make sure of is to tie up with a company where your TA and theirs have a fit.