Last updated on April 7th, 2023 at 08:15 pm
Unit 1 Introduction {Book} |
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Introduction to Rural Marketing, Definition, Scope |
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Rural Market in India: Size, Scope |
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Rural development as a Core Area |
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Efforts put for rural Development by Government |
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Emerging Profile of Rural Markets in India |
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Problems of Rural Market |
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Constraints in Rural Marketing and Strategies to overcome |
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Unit 2 Rural Market {Book} |
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Rural consumer vs Urban consumer |
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Characteristics of Rural consumers |
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Rural Market Environment: |
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a) Demographics: Population |
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Occupation pattern |
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Literacy level |
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b) Economic factors: Income generation |
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Expenditure pattern |
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Rural Demand |
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Consumption Pattern |
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Rural Market index |
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Land use Pattern |
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c) Rural infrastructure: Rural housing, Electrification, Roads |
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Rural consumer behaviour: Meaning |
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Factors affecting Rural consumer behaviour: Social factor, Cultural factors, Technological factors, Lifestyle, Personality |
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Unit 3 Rural Marketing Mix. {Book} |
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Marketing Mix for Rural Market/Consumers |
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Product Strategies, Rural product categories: FMCG, Consumer Durables, Agriculture goods and Services |
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Importance of branding, Packaging |
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Importance of Packaging |
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Importance of Labelling |
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Nature of competition in Rural Markets |
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Problems of fake brands in Rural Markets |
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Pricing Strategies and objectives |
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Promotional strategies for Rural Market |
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Targeting for Rural Market |
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Rural Market Positioning |
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Rural Marketing Segmentation |
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Unit 4 Rural Marketing Strategies {Book} |
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Rural Marketing Strategies |
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Distribution strategies for Rural Consumers: |
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Channels of Distribution: HAATS, Mandis, Public distribution System, Co-operative Society |
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Distribution Models of FMCG like HUL & ITC |
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Distribution networks, ideal Distribution model for Rural market |
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Communication Strategy: |
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Channels in Rural communication, Developing effective communication |
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Determining communication objectives, Designing the message |
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Selecting the communication channels |
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Creating Advertisements for Rural Audiences |
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Rural Media: Mass media, Non-conventional Media, Personalized Media |
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