What Strategies companies should adopt for Rural Marketing?

Keeping into consideration the requirements, companies should develop rural-specific products. For example, Electrolux is working on a made-for India fridge designed to serve basic purposes: chill drinking water, keep cooked food fresh, and to withstand long power cut

Companies should understand that social and cultural values have a very strong hold on the people. Cultural values play major role in deciding what to buy. Moreover, rural people are emotional and sensitive. Thus, to promote their brands, they shouldn't exploit social and cultural values.

Innovation

Innovative companies change their product, they do new things, they introduce new services, and they make a stand for what they believe in. In fact, if they're not prepared to make a stand for something new and different then they are accepting that their business model is predicated on the long-term value extraction from an established base. Innovative companies, typically, only listen to their customers in relation to servicing existing needs but will often push through change that their existing customer base resists, indeed that may cause some existing customers to depart.

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Majority of the expenditure will be on high volume, low value items. At this level, brand loyalty is not necessarily great. We therefore have to ensure that manufacturers optimise the supply chain, and ensure that the route to market and on shelf availability is world class. In this way, consumers will develop brand loyalty.

When it comes to durable items such as fridges, stoves, television sets etc, consumers are generally prepared to wait to get the type of product they require. Notwithstanding this, a lot of durable products is bought on impilse, and once again on shelf availability or short lead times is an absolute priority 

As the Rural users have generally limited affordable spend income, they look forward to products that can be used over years. One of the thing that most Rural users suffer from is pretty bad "after market service" provided by most manufacturer's or Traders.  Any company which is able to address this would be a good support idea to have for successful Rural Marketing Strategy

It is difficult to give a single idea for the question posted by Purvi.

I would say it is 'Collaboration' in respect of all the 4Ps.

1. Product: Collaboration with Govt agencies, NGOs, Agri organizations, other corporates of different industry that are operating in rural market to get more insights, to explore the posssibility of bundling/cobranding, etc.

2. Price: Collaboration with the rural folk, probably, to procure the raw material from them at cheaper price, to involve them in part of production, distribution, packaging, etc

3. Place: Collaboration with NGOs/MFIs/Post Offices/Rural Banks Panchayats/Farmers/Govt agencies/Other corporates for distribution/sharing of distribution facilities,etc.

4. Promotion: Collaboration with local public, all the agencies, District Public Relations offices, local radios, etc to have integrated communication in mututally beneficial ways.

coming up with universally applicable idea isn't feasible, possible considering the regional diversity we have .even segmenting them would bring in heterogenous rural market . so ,its important for a marketeer to spot the trend in its operational area and formulate policies thereon .following few simple measures can help managers to effectively serve the rural masses :-

1.products should be  packed in low cost packeges and even more important in SMALL QUANTITIES,i'e, sell the even bit expensive shampoo in small sachets to make it popular with consumers.also , sophisticated packing should be avioded.

2.products to be designed to survive rough handling .

3.utility of products should be enhanced as per the nature(i.e,durable ,non durable,edibles,et al.) .shelf life should be increased .

4.refilling or reusability ,if created can prove to be effective pricing strategy and ensure longevity for users as well.

such measures if coupled with effective engineering and research work that could come up with ways to enhance functionality or means to reduce cost some way or other can aid marketeers in a  big way . 

IN TODAY`S`CONTEXT,THERE CAN NOT BE MUCH OF A DIFFERENCE IN THE NEEDS OF EITHER RURAL OR URBAN CONSUMERS.INCREASE IN INFRASTRUCTURE,CONNECTIVITY,AVAILABILITY OF ALL MODERN GADGETS HAVE REDUCED THE GAP BETWEEN RURAL AND URBAN INDIA.PEOPLE LIVING IN BOTH AREAS HAVE THE SAME LEVEL OF AMBITIONS AND ASPIRATIONS.FOR EXAMPLE THE DIFFERENCE MAY BE EITHER A MARUTHI OR A LUXURY CAR.MAY BE BECAUSE OF INCOME LEVERS THERE IS A SLIGHT DISPARITY.SO THE NEEDS HAVE TO BE IDENTIFIED.THE MOST IMPORTANT ASPECT OF SUSTAINING THE GROWTH IS TO PROVIDE UNINTERRUPTED AFTER SALES SERVICE.

I think positioning the product is very important and to rope in the panchayats there to also promote the product will be an added advantage

Locate rural consumers at thier door step;collect data through RTCs and panchayats.This would be permanent data for use

Understanding the rural mind set is very important. They have a fascination for the urban life, they are bedazzled by glamor but they manage to keep their cultural values INTACT at the same time. These things have to be taken into account while strategising for rural markets.

APNA BAZAAR is a failed concept in shopping experience. It was a good outlet till mall concepts set in. Something on similar lines which will have a bit of grandeur and opulence that will give an EXPERIENCE to the rural buyer would be a pretty good idea! Basically it is the need of the hour to get down to these markets and expand the SALES NETWROK.

Good point to ideate on Purvi :)

In rural area,people r not ready to invest more money in Branded product.Rural market is based on the lucrative product in low cost, which satisfy the customer needs.