Shri Mansukhbhai J. Medani B.B.A College, Kalol Advance Marketing Management-II READING MATERIAL BBA (6th SEM) (UNIT III: Rural Marketing) Prepared By: Prof. Mayur.Patel Advance Marketing Management By: Proff. Mayur Patel UNIT III: Rural Marketing Introduction: Rural Marketing is defined as any marketing activity in which the one dominant participant is from a rural area. This implies that rural marketing consists of marketing of inputs (products or services) to the rural as well as marketing of outputs from the rural markets to other geographical areas. • Villages are the heart of India, 75% of population lives in 6,38,365 villages. • 90% is concentrated in the village having population less than 2000. • Rural segment comprises 13.5 crore households which constitute 72% of total households in India. • 55.6% contribution to the national income by 74.6 crore rural population. • The annual household income for rural areas in 2002 was Rs 56,630 as compared to Rs 1, 02,963 in urban area. • Per capita monthly expenditure worked out to Rs 49.09 rural and Rs 56.64 for urban (1973-74). • As of December 2005, monthly family expenditure is Rs 1,840 for a family of five in rural areas and Rs 2,795 in urban areas. • 32.5 crore Indians lived below poverty line -1/3 of the country population. • The percentage of BPL population varies significantly from one state to other (ex) Orissa 48%, Punjab 6%. • Rural consumption in FMCG Rs 65,000 crore , • Urban spend twice on health compare to rural. • 42 million, rural, - 27 million, urban – avail banking services. • The agriculture sector’s average annual growth fell to 1.94%, but the FMCG growth was around 12%. Advance Marketing Management By: Proff. Mayur Patel • The rural literacy level has improved in the recent past from 36% to 59% • 55%reported at least secondary education • Almost 56% had an electricity connection in 2005 • 90% of rural households in Punjab and goa are electrified • 25% Jharkhand, 10.3% in Bihar • Bringing down the poverty level from 55% to 36%, Ranked 138th as per the human development report. • Number of Towns and Villages in India No. of towns 2001 (5,161), No. of villages 2001 *(640,000) Source: Census of India, 2001. Note: * Approximate Meaning of Rural: Collin’s co build dictionary describes the word rural as “places for away from towns or cities”. Sociology point of view rural is defined as a group of people who are traditionalists input look, rooted in the land and who resist change. Meaning: Planning & Implementation of marketing function for Rural Areas. Definition Rural marketing: “Rural marketing has been defined as the process of developing, pricing, promoting, distributing, rural specific goods & service leading to exchange between urban & rural markets, which satisfies consumer demand & also achieves organizational objectives.” “Rural Marketing has also been defined as the process of developing, pricing, promoting, distributing rural specific goods and a service leading to exchange between urban and rural markets, which satisfies consumer demand and also achieves organizational objectives”. (Iyer) Advance Marketing Management By: Proff. Mayur Patel Nature of Rural market: 1. Large, diverse and scattered market: Rural marketing in India is large, and scattered into a number of regions. There may be less number of shops available to market products. 2. Major income of rural consumers is from agriculture: Rural prosperity is tied with agriculture prosperity. In the event of crop failure, the Incomes of masses are directly affected. 3. Traditional outlook: Villages develop slowly and have a traditional outlook. Change is a continuous process but rural people accept change gradually. This is gradually changing due to literacy especially in the youth who have begun to change the outlook in the villages. 4. Standard of living and rising disposable income of the rural customers: It is known that majority of the rural population lives below poverty line and has low literacy rate, low savings etc. Today the rural customers spend money to get value and are aware of the happening around him. 5. Rising literary levels: It is documented that approximately 45% of rural Indians are literate. Hence awareness has increase and the formats are well informed about the world around them. They are also educating themselves on the new technology for a better lifestyle. 6. Diverse socio economic background: Due to differences in geographical areas and uneven land fertility, rural people have different socio economic background, which ultimately affects the rural markets. 7. Infrastructure facilities: The infrastructure facilities like warehouses, communications systems and financial facilities (or) inadequate in rural areas physical distribution are a challenge to marketers who has found innovative ways to market their products. Advance Marketing Management By: Proff. Mayur Patel Characteristic of Rural market: 1. Large population: A/c to 2001 census, rural population constitutes about 73% of the Indian population. Year 1901 1951 1971 1981 1991 2001 Rural Population 89% 83% 80% 76% 74% 73% 2. Occupation pattern: Agriculture and related activities are the major source of income for majority of the rural population. More than 60% of rural income is from agriculture. In the event of crop failure, the income of the rural masses is directly affected. 3. Large, diverse and scattered market: Though large, the rural market is geographically scattered. There may be less number of shops available to market products. Diverse and heterogeneous market in terms of religious, linguistic, social and cultural factors. About 700 million Indians live in 6 38 365 villages across India. 4. Socio-economic position: Majority of rural people have low purchasing power and per capita income. More than 60% have income less than 25000 rupees. About 14% have income greater than 50000 rupees. Low disposable income. 5. Low literacy level: It is estimated that rural India has a literacy level of 36% as compared to 62% in the urban areas. 6. Low standard of living: Low income, low purchasing power, overall social and economic backwardness lead to low standard of living. In general a rural consumer 7. Distance: Villages nearer to towns have elements of the urban life. Interior villages are more traditional. Advance Marketing Management By: Proff. Mayur Patel 8. Inadequate infrastructure facilities: Infrastructure facilities like cemented roads, warehouses, and communication system are inadequate in rural areas. About 20% of the six lakh villages are without telephone facility even today. About 50% of the markets are not connected by road. Most of the roads are kachha and become unusable during rainy season. 9. Traditional outlook: Villages develop slowly and have a traditional outlook. They accept changes gradually. 10. Diverse socio-economic background: Due to dispersion of geographical areas and uneven land fertility, rural people have diverse socio-economic background. 11. Medical facilities: Medical facilities are quite inadequate and the villagers have to travel long distances for getting medical treatment. The media reach in rural household is low. Statistics indicates that the reach of Print media is 10%, followed by TV 31%, Radio 32% and Cinema 36%. Advance Marketing Management By: Proff. Mayur Patel Importance of Rural Marketing: 1. Large population: 742 million Indians constituting 138 million households reside in 6,38,365 villages. The size of rural market itself speaks of its potential 2. Growth in market: The market has been growing at 3-4% per annum adding more than one million new consumers every year. 3. IT penetration in rural India: Today's rural children and youth will grow up in an environment where they have 'information access' to education opportunities, exam results, career counseling, job opportunities, government schemes and services, health and legal advice and services, worldwide news and information, land records, mandi prices, weather forecasts, bank loans, livelihood options. 4. Impact of globalization: Globalization will have its impact on target groups like farmers, youth and women. Farmers, today 'keep in touch' with the latest information and maximize both ends. On youth its impact is on knowledge and information and while on women it still depends on the socio-economic aspect. The marketers who understand the rural consumer and fine tune their strategy are sure to reap benefits. 5. Increasing income and purchasing power: The agricultural development programs of the government have helped to increase income in the agricultural sector. These in turn have created greater purchasing power in rural markets. 6. Accessibility of markets: The attraction of a market depends not only on its potential but also on its accessibility. The road network has facilitated a systemized product distribution system to villages. An increasing number of companies are supplying village markets directly. Increasing direct contacts to villages helps product promotion and availability of the product in the village shop. 7. Consumer behavior changes: Increased literacy and greater awareness in rural markets create new demands and discriminating buyers. This is observed more in the younger generation. In villages today, this segment of buyers consumes a large variety of products, both durables and 12 non-durables. There is a visible increase in the consumption and use of a variety of products, which is easily observed. Advance Marketing Management By: Proff. Mayur Patel 8. New employment opportunities: Government schemes like IRDP (Integrated Rural Development Programme), JRY (Jawahar Rozgar Yojana) and TRYSEM (Training Rural Youth for Self Employment) have created new employment opportunities in Rural India. Co-operative banks and Public sector banks are extending loans to rural people, thereby creating job opportunities for them. 9. Green revolution: The vision of Dr. Swami Nathan, the father of the green revolution to achieve self-sufficiency in food grain production in 1995, gave a major breakthrough in food grain production by the use of scientific methods in agriculture. At present, Rural India generates 299 million tons annually. 10. Various government policies: The government stress on self-sufficiency resulted in various schemes like Operation Flood (White Revolution), Blue Revolution, Yellow Revolution, etc. resulted in the production of 15 million tons of milk per annum. 11. Better credit facilities through banks: With co-operative banks taking the lead in the rural areas, every village has access to short, medium, long-term loans from these banks. The credit facilities extended by public sector banks through Kisan Credit Cards help the farmers to but seeds, fertilizers and every consumer goods on installments. 12. Green card / credit card for farmers: The government initiated credit cards for farmers through public sector banks. The farmer had a choice to take short or medium term loans through these credit cards to buy seeds, fertilizers, etc. This enabled him to produce more and thereby increase his income. 13. Improved exports due to export policy: The new Export Policy 2000 paves the way for open market status for agriculture. WTO Policy for agro-exports has increased exports of Indian agricultural produce thereby increasing incomes of the rural population. 14. Increased demand for products: The role cable television has been noteworthy in bringing about the change in rural people’s mindset and influencing their lifestyles. Advance Marketing Management By: Proff. Mayur Patel Rural Marketing Mix ( 4A’s of rural marketing mix): The Indian rural market contributes 50% in the total sales of durable and nondurable products. The rural consumer is not unlike his urban counterpart in many ways. The Indian rural market is growing faster than the urban market. The four as of rural marketing is similar to marketing mix. The four A’s of rural marketing are as follows. 1. Product (Acceptability): Implies that a product should be readily acceptable by rural customers. Marketing mix should be properly designed to suit the rural customers. Example: Philip develops a TV ‘Vardaan’ for rural markets. This TV work on the voltage 90-270 volts. Philips developed ‘Free Power radio’ this radio do not require power and battery also. It run on simple winding of level provided in the set. 2. Price (Affordability): Refers to the ability of customers to pay for the product. The price of products should be set to match the income level of rural customers. Affordability does not mean that the marketer should provide cheaper products but the product should be brought into the range of ability to pay. The income of rural population is less than urban population so they cannot invest a large sum on a single product. Therefore, rural population prefers to buy small quantity of products, which are affordable for them. Example: Hindustan Lever, among the first MNCs to realize the potential of India's rural market, has launched a variant of its largest selling soap brand, Lifebuoy at Rs 2 for 50 gm. Godrej recently introduced three brands of Cinthol, Fair Glow and Godrej in 50-gm packs, priced at Rs 4-5 meant specifically for Madhya Pradesh, Bihar and Uttar Pradesh the so-called `Bimaru' States. 3. Place (Availability): Refers to the reach of a distribution channel in the rural market. Distribution is the biggest problem of the rural market due to lack of transportation facilities. In rural areas, retailers maintain good relationships with customers; Advance Marketing Management By: Proff. Mayur Patel therefore, it takes less time to sell a new product. An organization should adopt the best distribution channel to reach the rural market with minimum cost possible. Example: LG Electronics defines all cities and towns other than the seven metros cities as rural and semi-urban market. To tap these unexplored country markets, LG has set up 45 area offices and 59 rural/remote area offices. 4. Promotion (Awareness): Refers to promotional activities to provide information to customers. The best media to reach the rural market are TV and radio. The organization should conduct awareness programs in local languages to convey the message. Example: new promotional scheme titled - ‘Ghar Ghar Ki Pehchaan'. In this first of its kind initiative, Hyundai Motor would extend special schemes for government employees in rural areas and members of Gram Panchayats on the purchase of the Hyundai Santro Launched on May 1, the ‘Ghar Ghar Ki Pehchaan' scheme will continue till July 31, 2008. Through this special rural scheme Hyundai Motor India plans to touch base with at least 58 per cent of Indian villages with a population of 500 or more. Advance Marketing Management By: Proff. Mayur Patel Reasons for Rural Market boom: Increase in population and hence increase in demand. A marked increase in the rural income due to agrarian prosperity. Standard of living is also increasing in rural areas. Large inflow of investment for rural development programmes from government and other sources. Increased contact of rural people with their urban counterparts due to development of transport and wide communication network. Increase in literacy and educational level and resultant inclination to sophisticated lives by the rural folks. Inflow of foreign remittances and foreign made goods into rural areas. Change in the land tenure systems causing a structural change in the ownership patterns and Consequent changes in the buying behavior. Rural markets are laggards in picking up new products. This will help the companies to phase their marketing efforts. This will also help to sell inventories of products out dated in urban markets. Advance Marketing Management By: Proff. Mayur Patel Problems and Challenges in Rural Marketing: 1. Understanding the rural consumer: The biggest challenge is to understand the perceptions, viewpoints and actual needs of the rural people, which is dramatically different from urban people. 2. Low per capita income: India is the fourth largest economy in the world due to a strong economic growth but still has a low per capita income of Rs. 53331. It results in low consumption pattern as compared to the urban population. 3. Low literacy levels: There are not enough opportunities for education in rural areas. The literacy level is as low (36%) when compared to all-India average of 52%. 4. Seasonal Demand: Demand for goods in rural markets depends upon agricultural situation, as agriculture is the main source of income. Agriculture to a large extent depends upon monsoon and, therefore, the demand or buying capacity is not stable or regular. 5. Lack of proper infrastructure and other physical facilities: Nearly 50 percent of the villages do not have all weather roads. Physical communication to these villages is highly expensive. Even today, most villages in eastern part of the country are inaccessible during monsoon season. Many rural areas are not connected by rail transport. About 20% of the six lakh villages are without telephone facility even today. 6. Availability of duplicate and cheap brands: Customers in rural India are very cost sensitive. Therefore the existence of duplicate brands, which are quite common in rural parts, at lesser prices gives considerable competition to the firms. 7. Traditional outlook: Due to the traditional outlook of rural consumers, they are resistant to change. Life in rural areas is still governed by customs and traditions and people do not easily adapt new practices. For example, even rich and educated class of farmers does not wear jeans or branded shoes. There is a lack of desire of new things and styles. Advance Marketing Management By: Proff. Mayur Patel 8. Many language and Dialects: The number of languages and dialects vary from state to state and region to region. The Indian constitution recognizes 18 official languages. Hindi only has more than ten variations. Hindi spoken in Rajasthan is different from Hindi spoken in Bihar or Hindi of Himachal Pradesh. 9. Barter system: It means exchange of goods for goods. This system is practiced in the developing country like India, even today. This is a major obstacle in the way of development of rural marketing. 10. Inadequate Media coverage for Promotions: Television has made a great impact and large audience has been exposed to this medium. Radio reaches large population in rural areas at a relatively low cost. Reach of formal media is low in rural households. 11. Slow purchasing decision: Rural consumers are cautious in buying and decisions are slow and delayed. They like to give a trial and only after being personally satisfied, do they buy the product. 12. Problems in Transportation and Distribution: The poor state of rural infrastructure is one of the major concerns of most of the companies planning to invest in this sector. Though the rural population is vast it is not possible to form an effective distribution system and reach out to a considerable number of target consumers. The presence of too many tiers in the distribution system increases the cost of distribution. On availability of dealers and poor viability of outlets add to the challenges. 13. Cultural Factors: Culture is a system of shared values, beliefs and perceptions that influence the behavior of consumers. There are different groups based on religion, caste, occupation, income, age, education and politics and each group exerts influence on the behavior of people in villages. Advance Marketing Management By: Proff. Mayur Patel Difference between Rural & Urban Marketing: Although rural marketing offer immense potential marketers used to recognize the fact That there are considerable differences in many aspects including the nature, characteristics, using patterns & behaviors of rural consumer when compared with their urban counter parts. The consumer demand and consumption patterns also differ across rural and urban areas, in many products rural consumption now accounts for a large share then urban. In washing Soaps the rural share is over 60%. In popular both soaps it is more than 50% and in batteries it is more than 56% similarly is the case with packed tea & hair oil’s Urban marketing Rural marketing Crate relationship by offering integrated innovation in product or service. Crate relationship by inclusive growth of product or service. Buyer looks for style, quality &novelty. Buyer looks for quality products that offer value for money. Internet, TV channels, mobile, are used for research. Interactive approaches, observation, rating scale are used for research. Psycho graphic, usage based segmentation is the main base of divide the market. Demographic & geographic segmentation can be the base of divide the market. Marketing goal is capture market share, image, and profitability. Create a brand name then capture the market with enough profitability. Sophisticated technology can be used to create product. Primarily appropriate technologies can be used for rural innovation. Consumers take purchasing decision emotionally &rationally Consumers are too much emotional to take purchasing decision. Advance Marketing Management By: Proff. Mayur Patel