Four P’s In Rural Marketing
Rural Marketing Strategies
• Customer-centered • ‘Sense and respond’ philosophy. Product Strategy • ‘Value for money’ • Low price, high quality and multiple uses.
1. Nokia 1100
2. HUL Breeze 2-in-1
• Nokia’s low-end cell phones are used • Cost-effective and also less harsh on as radios, alarm - clocks and flash hair than ordinary soaps. HUL lights by the rural customers. launched the new soap-cum shampoo ‘Breeze 2-in-1’ Strategy: “digital convergence at the bottom of market” Strategy: “value-added product would create a loyal customer”
"Everybody wants brands. And there are a lot more poor people in the world than rich people. To be a global business . . . you have to participate in all segments." --Keki Dadiseth, Unilever
• Innovative product designs and packaging. • Application of value engineering. A fair amount of research is required to understand the latent needs and desires of rural customers and provide suitable products.
Price Strategy • Low price high volume growth markets. • Intensely price-sensitive in comparison to urban markets.
• Using value-based pricing strategy . • Use psychological tricky pricing strategies. • Companies should focus on creative solutions and product engineering to reduce their cost.
2. Britannia Tiger biscuits
• Nirma’s yellow detergent powder- a • Britannia also tasted success because mass- market of small affordable packaging of ‘Tiger’ • Nirma’s low price policy has biscuits it is specially design to the penetrated into the deepest rural rural market, it’s helping the poor markets in India. become consumers. Strategy: “value- for- money” Strategy: “low price strategy is begun to appeal target segment”
Promotion Strategy • Recognizing brands, logos, visuals and colors. A brand must associate with their culture and personality.
• Be care full on retail margins other wise they promoted local brands. •...
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