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Rural Marketing Mix
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Co-operatives and rural markets

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Group Number: 01

Group Members:
 Tejas Chavan (04).
 Sanket Dangi (05).
 Manali Malondkar (20).
 Sameer Palekar (26).
 Sonali Pandrekar (27).
 Manali Savardekar (42).
 Yash Thakkar (46).

Submitted to: Mrs. Archana madam.

Signature :
Rural Marketing Mix

 Meaning Of Marketing Mix:

Marketing mix is one of the most fundamental concept in marketing management. For
attracting consumers and for sales promotion, every manufacturer has to concentrate on
four Basic elements or components. These are: Product, Pricing, Distributive Channel
(place) and Sales Promotion techniques. A fair combination of these marketing elements is
called marketing mix. It is the blending of Four Ps which forms the core of marketing
system.
The four components of marketing mix are also called marketing mix variables or
controllable variables as they emanate from within the enterprise and the marketing
manager can use them freely as per his desire or need of the situation.

 Definitions Of Marketing Mix:

According to William Stanton, “Marketing mix is the term used to describe the
combination of the four inputs which constitute the core of the company’s marketing
system: the Product, the Price structure, the Promotional activities, and the Distribution
System.”
According to Philip Kotler, “Marketing mix is the mixture of controllable marketing
variables that the firm uses to pursue the sought level of sales in the target market.”
 Features Of marketing Mix:
(1) Marketing mix is the combination of four Basic marketing variables viz.,
product, price, promotion, and place.

(2) Marketing mix aims at achieving marketing targets in terms of sales, profit and
consumer satisfaction. Marketing mix is the marketing manager’s instrument for
attainment of marketing objectives.

(3) Marketing mix is a flexible combination of variables. It is necessary to adjust

the variables in the marketing mix from time to time as per the changes in the
marketing environment.

(4) A marketing manager has to function as a mixer of marketing ingredients and

has to achieve desired results through skillful combination of four Ps. He needs
maturity, imagination and intelligence for appropriate blending of the variables.

(5) The main focus of marketing mix is the customer. His satisfaction and support
are important.

(6) Marketing mix variables are interrelated. Decision in one area affects the action
in the other areas. An integrated approach is needed while making changes in the
marketing mix variables.

(7) The concept of marketing mix is applicable to business as well as to non-profit

making organizations such as clubs and association.

(8) Marketing mix is a consumer-oriented activity as its purpose is the satisfaction

and pleasure of the consumer.
  Basic Elements/Ingredients of Marketing Mix (4Ps):

There are four basic elements of marketing mix these are: Product, Place,
Promotion, and Price.

(1) Product:
Product is any article which the manufacturer desires to sell in the open
market. A product has capacity to satisfy human want. This creates demand
and facilities marketing. The product mix includes the following variables:

(a) Product line and range.

(b) Style, shape, design, colour, quality and other physical features of a
product.

(c) Packaging and labeling of a product.

(d) Product innovation.

(e) Guarantees and warranties of the product.

(f) Special attractive features of the product, and

(g) Product servicing.

(2) Place (Distribution Channel):

Physical distribution is the delivery of goods at the right time and at the right place to
the consumers. Place mix includes the following variables:
(a) Types of intermediaries available for distribution,
(b) Marketing channels available for distribution, and
(c) Transportation, warehousing and inventory control fir making the product available to
consumers easily and economically.
For large-scale distribution, the services of wholesales and retailers are required. A
marketing manager has to select a channel which is convenient, economical and suitable for
the distribution of specific product. For example, large numbers of outlets are required for
distribution of product of mass consumption such as soaps and cold drinks. On the other
hand, for marketing of speciality products like refrigerators, selective distribution channel
and authorized dealers is always convenient.
 (3) Promotional activities
Promotional activities are for encouraging retailers and dealers to keep the stock of
company’s product and also for encouraging consumers to purchase company’s products due
to various plus points. Promotion mix includes the following variables:
(a) Advertising and publicity of the product,
(b) Personal selling (salesmanship),
(c) Sales promotion measures introduced at different levels,
(d) Public relation techniques used for cordial relations with dealers and consumers, and
(e) Display of goods for publicity and sales promotion.
Promotional activities are necessary for marketing and also for facing market competition
effectively. Such activities are varied in nature and are useful for establishing reasonably
good rapport with the consumers.
Advertising gives information and guidance to consumers. Salesmanship is a direct
persuasive communication with customers. It creates confidence in the minds of
customers through face-to-face meeting. Along with advertising and personal selling, a
manufacturer has to use other sales promotion techniques at consumer level. Such
measures include displays, discount coupons, small gifts and consumer contests.

(4) Price:
Price is one more critical component of marketing mix. It is a valuation of the product
mentioned by the seller of the product. It is the amount at which the seller is willing to sell
and the buyer is willing to buy. Price mix includes the following variables:
(a) Pricing policies
(b) Discounts and other concessions offered for capturing market.
(c) Terms of credit sales
(d) Terms of delivery, and
(e) Pricing strategy.

Pricing has an important bearing on the competitive position of a product. Moreover,

consumer support directly depends on the price fixed. The marketing manager may use
pricing as a tool for achieving the targeted market share or sales volume. Market price also
needs periodical review and adjustments.
  Market Forces/Factor influencing marketing mix:
(1) Behaviour of Consumers:
The buying behaviour of the consumers affects the Marketing Mix to a
larger extent. Certain variables such as buyer’s motivation in purchasing power and their
attitudes towards the product influence the consumer’s behaviour.

(2) Trade Factors:

The behaviour of the trader is influenced by certain variables such as
motivation in carrying trade in a particular product, their trade practices, and channels of
distribution and relation of intermediaries with the customers and also the services
offered by middlemen.

(3) Market Competition:

While finalizing the Marketing Mix a Marketing Manager has to
consider the Marketing competition. The competition variables include the size and
strength of the competitor’s relation of supply to demand, promotion strategies adopted
by competitors etc.

(4) Behaviour of the Government:

The behaviour of the government is reflected through the various
regulatory measures and policies introduced from time to time. The governmental
behaviour is influenced by various factors such as regulations over manufacturing of
products. Prices, taxes restrictive practices and lastly regulations over advertising and
sales promotion.

 Rural Marketing Mix Strategies:

i) Product Strategy:
It has been observed that the rural consumer, outlook is very different from the
urban consumer and what works for the urban consumer may not work for the rural
consumer. Most of the companies treat rural market as a dumping ground for lower end
products designed for an urban audience. It could tremendously benefit the companies if
they use a little bit of their technical expertise to create specific products for the rural
economy. The product must be affordable and satisfy the rural needs. It also depends on
the consumer’s attitude towards the product and the cost-benefit analysis done by him
before buying the product. A rural consumer is largely governed by the social values of
rural society. E.g. If a rural consumer has the potential to buy an expensive premium
consumer durables like VCRs, washing machines, refrigerators etc. he thinks first of the
social values of rural society.
 Rural Product Categories:
The NCAER has categorized the consumer goods into three categories. The
categories cover most of the products with prices varying from Rs. 100 to over Rs.
20,000. This categorization is of great help to the marketers. The marketer can use it as a
guideline to target the next consumer. It also facilitates identification of the right target
for products.

 Product Item Decisions:

A product or a service is offered by the marketer has the ability to satisfy the
needs and wants of customers. Products are physical and tangible. E.g. footwear,
computers, fertilizers, etc.
Services are intangible and people based or equipment based.
E.g. health care training, retailer advice etc.
The main consideration in individual product/services offer is developing of
product at three levels:

(1) Core Product Development:

Core product refers to the advantages which are specified by consumer
needs. Core product developer has to focus on the needs of the consumer. Business is to be
viewed as a customer satisfying process and not as a goods producing process. A product
that provides the important form utility and ensures performance of the basic function is the
core product. Products are transient, but the basic needs of the customer group remain. For
an e.g., the need for brushing teeth—old products were neem sticks, charcoals and ash. With
the introduction of new products like toothpaste, tooth powder and liquids still the need i.e.
brushing teeth remains the same.

(2) Tangible Product Development:

The product concept becomes visible and operational when the
psychological needs are specified in physical terms. Every product or service has five
characteristics:
 (a) Quality:
Quality signifies the ability of the product to meet the following expectations:
 Reliability,
 Economy,
 Durability,
 Capability, and
 Efficiency.
The product designers should interact with the marketers to know how the
consumers evaluate quality of a product. Experience shows that consumers develop their
norms, notions and benefits to sense quality. For an instance a rural consumer views heavy
watches as quality watches. Success in the market segments which will be profitable.

(b) Features:
Human beings are never happy with what they have. They continuously
seek improvement for more comfort and convenience. Features are extras to a product
which are of value to the buyers. They are of two types:
(i) Rational, problem solving and
(ii) Emotional, fancy.
The consumer is willing to pay for the solutions to the problems he has in using the
product. It is the willingness to buy solutions that leads the marketers to add features to the
‘shipped-down’ model. The features which capture the attention of the buyers are less
functional and more fanciful.

(c) Design and Style:

Design means the arrangements of parts, form, colour, etc. so as to bring out
an artistic unit with functional structure and attractive shape. A designer has to give due
consideration to the functionality, aesthetics, convenience of operation, ease of service and
repair and costs. Good design adds to the product attractiveness and usefulness. Design
descriptors include words like sleek, compact, elegant, unusual, sensational, etc. The three
components of personalities are structure, shape and style. It is through design that the
product acquires it. Style represents the characteristic manner of appearance and function.

(d) Packaging:
Packaging is providing a container or wrapper for a product for protection
and handling. It is done at three levels.
 Primary package: To hold the product e.g. bottles.
 Secondary package: To hold the primary package e.g. carboard box.
 Shipping package: To carry the secondary package from one place to
another e.g. corrugated boxes.
 All products need shipping package since they are to be transported to different places.
HUL has made ‘bubble pack’ shampoos which is a combination of mini packs for rural
markets. It is neither a sachet nor a bottle and works on the principle of capillary action.
This type of package was developed keeping in mind convenience of storage after use.

(e) Branding:
Brand is the name, term, sign, symbol, design or a combination of them,
which helps to identify seller’s products and differentiate them from those of competitors.
The primary purpose of branding is creating an identity of the product. The brand name
for the rural market should be such that it is instantly understood and recognized by the
rural consumer. The rural consumers are unfamiliar with English and absurd brand
names. They hesitate to try out such brands.
The rural brands are recognized mostly through symbols, logos and colours.
E.g. Battery with cat as a symbol – Eveready. The rural consumer remembers it as “Billi
walli cell”. The red soap- Lifeboy soap. The rural consumer remembers it as ‘Lal
Saboon’. The process of rural branding involves:
i. Creating an identity: E.g. ‘Tata Shakti’ a sign of power, which leaves lasting
identity in consumers’ mind. (Product- galvanized corrugated sheets of Tata Steel).
ii. Enhancing recognition: E.g. Eveready batteries- A symbol of cat- “Billi walli cell”.
iii. Building a brand image: E.g. Bhumiputra- Mahindra & Mahindra Tractors.

(3) Augmented Product Development:

The marketers should have a vision to look at the specific needs of the
consumers and their related requirements. He needs a broader view to have the whole
picture of consumption of the consumer. Augmentation requires fortifying the product
strategy with extra force drawn from other Ps due to which the product offers make
buying a pleasant and exciting experience.

PRODUCT MANAGEMENT IN RURAL MARKETS:

 The most crucial decision in product management in the rural context is whether the
product that is sold in the urban should be the same to be sold in the rural market or whether
some modifications are to be made. The market decision depends on the situation & the
nature of the product. The firm must carry out a marketing research & find out what kind of
product is required by the rural consumer & then make and supply the product. In some
cases the same product may be acceptable both by the urban as well as the rural consumer,
yet in other cases, the basic product can be sent, but the size, colour, package, may have to
be specially designed for the rural target group. As regards packaging the rural consumer
prefers product in small pack sizes as it helps him to buy the product at price that he can
afford.

PRICING STRATEGY:
One of the important constituent of rural marketing mix is pricing. In the rural market
value for money brands give the faster sales for fast moving consumer goods. Fast moving
consumer goods majors are trying to increase the sales through low unit perks & VFM
product in segments like bathing soaps, washing soaps & detergents, toothpaste etc the
consumers are increasingly opting for more VFM launcher. VFM brands like NIRMA’s
soaps, NIRMA , Britannia’s Tiger, Colgate Cibaca Top are doing better than other premium
brands from their own companies.
According to ORF, Breeze recorded growth of 12% while Lux a premium brand
recorded a negative growth of 12.3%. Britannias’ Tiger grew by 12.6%.
In the slow down, mass brands registered better growth than premium brands. In the
home appliances category Videocon was one of the 1st company to enter rural markets.
Philips who were the market leaders for radio sets cost RS.250 were attacked by
Videocon by launching a radio sets for RS.180. They grabbed a major chunk of the market.
At present they are marketing walky range of personal cassette players at local prices to rural
customers. Only charging lower prices is not enough. They have to offer VFM.
Pricing strategy requires holistic approach. Pricing is a part of marketing strategy. It
should be designed in such way that it contributes the objectives of marketers & needs &
wants of customer groups.

PRICE IN MARKETING MIX FOR RURAL CONSUMERS:

 (1) QUALITY CONSCIOUS CUSTOMERS:
These customers are mainly concerned with functional benefits & value for
money. If a marketer wants to develop an effective pricing strategy for these
customers the he must know whether the price quality relationship holds good for
the market.
Research in this area has given different findings. The studies establish that
some people quality based on price. Price as an indicator has its limited
application.

(2) PRICING FOR VALUE CONSCIOUS CUSTOMERS:

Some customers are willing to pay for the product of their choice as
long as they get ‘Value for Money’. The recent shift in the demand
explains such a type of preference of customers.

Ex. To evaluate this point.

(a) When consumers are value-conscious, price hiking need not lower sales. Eveready
Industries the prices of the white 1.5 volt cells it sold in rural India by 6 per cent
from Rs.7.50 to Rs. 8.00. still the sale did not decline.
(b) Rural consumers cannot afford to buy large volumes but they prefer to buy quality
products. With the introduction of small unit packing at affordable prices, there is
an increased penetration of shampoos, soaps, fairness creams, etc.

PRICING FOR PRICE CONSCIUS:

Price conscious consumers belong to the destitute (upto Rs. 16,000 annual income)
aspirants (Rs. 16,000-22,000) & climber (Rs. 22,000- 45,000) groups. They can afford less.
The climbers watch for promotional offers to whet their appetite for quality products.

Since branded products are costlier than unbranded & ungraded local ones, also not
available in small quantities, the rural consumers purchase local brands or fake brands which
are relatively cheap.

Clinic-Plus launched the sachet of 8 ml for Rs. 2.50 for the rural household. Recently,
it launched the 28 ml shampoo pack which is priced at Rs. 8. Such innovations are expected
as rural households change the preferences to buy a family for a period rather than an
individual & a day’s consumption.

Promotional pricing measures include price-offs, discounts or rebates, credit facilities

& no interest or low interest long term finance schemes. Another way of inducing them to
buy can be the low-period mini-pack strategy. HUL sells a Mini Pack of Shampoo,
toothpaste, face cream & talcum powder for Rs. 15. If sold separately it would cost Rs. 27.

GENERAL PRICING IN RURAL MARKETS:

VALUE FOR MONEY:
Rural customers are far more utilitarian & price conscious. They shop for value. A
rural customer is price sensitive mainly because of his/her lower income levels than urban
consumers. The marketer has to examine different methods by which he can make the
product more affordable to the rural customers. Many of the consumer durables are
purchased through banks & hire purchase schemes. Tractors, pump sets & even TV sets are
purchased through this method.

A company has to offer smaller size units at lower price. FMCG products are
marketed through this approach. For an example Lux soap is now available on 5 or 10 gram
packs in the rural markets.

The pricing strategies are very much linked to product strategies. Product packaging &
presentation also makes the price low to suit local purchasing power. Some of these
strategies are:

(1) Low Cost/Cheap Products: The price can be kept low unit packings like paisa
packs of shampoo sachets, Vicks 5 grams tin etc. This is very common strategy
which is being widely adopted by many marketers.

(2) Refills/Reusable Packaging: The refill packs benefits the consumers in terms of
price. Such measures can have a significant impact in the rural markets too, since the
price can be reduced to the advantage of rural consumers. In addition the packaging
material used should be reusable in rural areas. Most of the fertiliser companies pack
fertilisers in LDPE or HDPE sacks which are reusable. The sack can be washed &
reused. Many farmers in rural areas demand for fertilizers packed in LDPE or HDPE
sacks. They feel that they got a sack cost free by purchasing fertilizers.

(3) Application of Value Engineering: the application of value engineering evolves

cheaper products by substituting costly raw material with cheaper one. We now find
costly metals being replaced by cheaper reinforced plastic. This technique does not
sacrifice the functional efficiency of a product but lower the product price. I food
industry soya protein is being used instead of milk protein. Soya protein is cheaper &
has same nutrition content as milk protein. The value engineering technique has
application in many engineering or product design areas. It bings the price level to an
affordable one. The manufacturer’s & marketers men have to explore these areas in
the context of rural markets.

COMMUNICATION & PROMOTION IN RURAL MARKET:

 In a country, where the bulk of population still lives in villages no development
programme can make any impact unless due care is taken to carry it to the villages in
successful manner. Villages have to be adequately informed, suitability motivated and duly
facilitated, so that they not only participate but also feel involved in this programmes. This
cause for an effective rural communication system.

An effective communication system helps in the transmission of messages with the help
of media from the communicator to the receiver, so that it is interpreted correctly. Thus,
selection of an appropriate media-mix becomes a prerequisite for an effective
communication system. When the target audience comprises rural people, the task of
designing the message as well as selecting the media mixed poses challenges to the
communicator. If we look at the government’s Rural Development Programmes we find low
awareness of these programmes among the rural people. One of the main reasons for these is
the lack of effective communication. If this is the fate of the government aided schemes
having requisites facilities and funds at their disposal, one can imagine the challenges for
marketers who have to face limited funds, underdeveloped infrastructure, low literacy rate
etc.

Due to liberalization, companies are increasingly targeting villages, since approximately

72% of Indian resides there and the future battles between companies for market share will
be fought on the village battlefields. 90% of the rural population is concentrated in such
villages that have a population of less than 2000. This reflects the great potential the rural
India has to drive much-needed volumes and help the FMCG companies to bank upon the
volume driven growth.

As per the National Council for applied economic research study there are as many high-
income households in rural areas as there are in urban areas. There are almost twice as many
lower middle income household in rural areas as in urban areas. At the highest income level
2.3 million urban households as against 1.6 million household in rural areas. According to
the National Council for applied economic research projections, the no. of middle and high
income households in rural India is expected to grow from 80 million to 111 million by
2007. In urban India, the same is expected to grow from 46 million to 49 million. Therefore
the absolute size of rural India is expected to be double than that of urban India.

AWARENESS:
Mass media is able to reach only 57% of the rural population. For creating awareness
unconventional media including ambient media should be used. For generating awareness
status events like fairs – HAATS etc, are used on occasions for brand communication.
Cinema vans, shop fronts, walls and wells – media vehicles that have been utilised to
increase brand and pack visibility. Some instances of innovations in advertising like putting
stickers on hand pumps and walls of the wells, putting in places on trees surrounding the
pond have been used for promoting personal care brands like to RIN and WHEEL. The
strategy was to advertise not only at the point of purchase but also at the time of
consumption.

Through there is definitely a lot of money in rural India, there are hindrances at the same
time. The greatest obstacle is that the rural market is still evolving and there is no set format
the understand consumer behaviour. A lot of research is still to be conducted in order to
understand the rural consumers. Only FMCGS with deeper pockets, unwavering rural
commitment and staying power will be able to succeed in this rural race. Rural populations
disposable incomes are increasing, their attitudes are changing, and the desire for durable
and durable branded products are increasing. But, to tap this vast experiencing market,
companies needs to develop effective communication strategies taking all the challenges into
account.

SELECTING PROPER MEDIA MIX:

In rural context the firm has to choose a combination of formal and non-formal media.
The possibilities are as indicated below:

I. The Formal Organized Media :

Among the formal media, newspapers and magazines ,TV, cinema , radios , POPs and
outdoors have a very good scope in rural market:
a) Newspapers and Magazines: the local language newspapers and magazines are becoming
popular among the educated families in rural areas . for an e.g. Dina Thanthi in Tamil
Nadu , Punjab Kesari in the North , Loksatta in Maharashtra and Tamil magazine
Kumudam are very popular in the rural areas.
b) TV:TV has the potential to become the primary medium for rural TV communication ,
with the increase in coverage and the increase in TV owners studies reveal that as much
as 77% of villages in India receive TV transmission and 27% of all rural people
actually watch TV. Regional TV channel have become very popular in the southern
states . for e.g.:SUN TV is very popular in rural areas in Tamil Nadu and Asianet is
preferred channel in kerala.
c) Cinema: it is useful medium in rural context. Most of the Indian villages have one or
more cinema house 29% of rural people do see as matter of regular lifestyle and habit .
short feature films with distinguished advertisement message , direct advertisement
films and documentaries that combine knowledge and advertisement can be employed for
rural communication . film viewing habit is high in certain states like Tamil Nadu ,
Karnataka and Andhra Pradesh . during festival the village theaters do roaring business.
Films on products like Vicks, Lifebuoy, and spic fertilizers are shown in rural cinema.
d) Radio: it is a well established medium in rural areas . A big expansion in broadcasting
facilities has taken place in the country over the years. There has been expansion in
availability of Radio sets. Radio as a medium cannot match T.V. in potency and
effectiveness, in the existing context, radio does have a role in rural communication.
Radio reaches large population in rural areas at a relatively low cost. Companies like
Colgate, Jyoti Labs, Zandu Balm, Zuari Industries are some of the companies using radio
programmes. There are specific programmes for farmers like Krishi Darshan in regional
languages. The farmers do have a habit of listening to regional news/agricultural news in
the morning and late evening .
e) POPs: The POPs pint of purchasing (point of sale) promotion tools are also quite useful
in rural market. POP’s meant for the rural market should be specially designed to suit
rural requirements. More than written words, symbols, pictures, and colours must be
used in POP meant for rural markets. Rural people love Bright colours. Colour is of
particular significance in rural context.
f) Outdoors: At present many companies are using the outdoor medium imaginatively in
their rural communication mix such as hoarding, wall paintings, illuminations and other
displays in rural areas. Generally rural people prefer bright colours and hence marketers
should use such cues.
II. Informal /Rural specific Media:
Verity of informal Media have been developed over the years by rural marketing firms
to suit the specific requirements of rural communication. Some of them are interpersonal
media and the others mass media. Popular ones are analysed below:
a) Appropriate communication mix: Use of local promotional tools should get priority
over advertising is marked by selective attention and retention. Usually, a 30:70 plan is
recommended by experts which means 70% of budget should be spent on promotion and
30% on advertising. Local promotional activities like wall paintings, stalls, hoardings, etc.
should be effectively utilized.
b) Tailor-made communication: the content of the advertising should be moulded
according to the regional requirements, instead of national releases. Tailor-made message
can counter differences. The Indian villages are complex social system with different cast,
class, creed, and tribes. The high rate of illiteracy adds to the inadequacy of mass media
and reaches almost up to 80% of India’s population who reside in villages. Traditional
media can be used to reach these people in the marketing new concept.
The traditional media with its effective reach, powerful inputs and personalized
communication system will help in goal. Besides this when the advertisement is mixed
with entertainment it goes on easily with the villages.

Advantages of Traditional Media:

 The accessibility is high.
 Involves more than one sense.
 Interest arousing capability is high.
 Less operational liability.
 Minimum cost.

Disadvantages of Traditional Media:

 Range of mood of choice is narrow.
 Potential for cognitive gain retention but highly restricted.
 Depends on the skill of the performer.

c) Music records, Harikatha, etc.: Music cassettes and records is another effective
medium for rural communication . it is an effective and appealing medium. it is also an
inexpensive medium. One complete language group can be reached on a low budget
through specially developed records or cassettes. They can be played at cinema houses or
in other places where rural people gather.
d) Group meeting and House-to-House Campaigns: group meetings of customers
and prospects in important component of interpersonal media. Salesman or the promotion
staff of the firm can effectively carry the product messages to the target audience at these
 meetings. On the spot demonstration of the products can be also carried out at these
meetings. House-to-House visits in rural areas. These teams usually carry with them
product promotion literature/handouts, product samples etc. These campaigns are different
from door-to door selling campaigns. Promotion squads do not sell the product.
e) Audio visual publicity vans (AV vans): The AV units is very useful for rural
communication . the van is comprehensive mobile promotion station at the exclusive
command of concerned firm. The van can be used for the sales campaigns. The firm can
exhibit films , audio-visual presentations such as slides shows , puppet shows, etc. from its
instant promotion station. A portable platform or shamiana can be carried in the van and
used as stage. Portable exhibition kits can be carried in the van and exhibitions put up
instantly.
AV vans are quite popular with rural market firms. Practically all the firms in agri-input
business have their own AV vans. While AV vans are very effective tools in rural
promotion, the cost is high as the target population is scattered. The cost of reaching a
individual customer prospect through the van works out very high. In early stages of
market development, in particular, the sales generated may not have any relationship to the
cost involved in extension use of AV vans. But in view of its effectiveness, big companies
with resources make a conscious decision to use vans as a long term market development
tool.
f) Syndicated AV vans: In recent years, rural publicity vans have become a purchasable
service. Firms which cannot afford to operate publicity vans of their own can utilize the
syndicated AV vans service offered by independent agencies.
g) Interpersonal media: They have a special merit in rural context as they facilitate tow
way interaction. They also bring market feedback to the firm. In many cases, rural people
prefer face to face communication as mass communication. Their confidence in the
product and the firm their goodwill towards the firm become stronger through
interpersonal approach. Advantages of interpersonal media are they are segment specific,
market specific and score high when it comes to involvement and participation of the
audience. In effort to reach out and go beyond the mass media, a firm establish contact
with audience through fairs and festivals, folk performance and other special events.
h) Puppetry:Puppetry is the indigenous theatre of India. For long , it has been the most
popular form and well appreciated form of entertainment available to the village people. It
is an inexpensive activity. The performer uses the puppet as medium to express and
communicate ideas, values and social messages.

Place Type Content

Rajasthan String puppets or Heroic deeds of Vikramaditya,
 kathputlis Prithviraj Chauhan, Amar Singh
Rathore,viz.
Orissa String puppets Radha-Krishna
Bengal Rod puppets Mahabharat, Manas, Radha-
Krishna.
South(Tanjavur,Madaras,&Andhra String &Rod kathakali
) puppets
(a)Orissa(b)Kerala(c)Andhra Shadow puppets Ramayana
(d)karnataka

Thus in rural India puppetry is a source of livelihood, avenue for entertainment and creative
expression which are ritually sacred and meaningful as a means of social communication and
vehicle of social transformation.

Song and drama division of the government of India makes wide use of puppets in its
campaign to promote various government projects. Several other organizations, government,
semi-government and private, have also used puppets in support of individuals schemes.

Life Insurance corporation India used puppets to educate rural masses about life insurance,
enlisting the help of the literacy house in Lucknow. These plays are shown to the audience in
villages in UP , MP, Bihar. The number of inquires at local life Insurance Corporation during
the period immediately following the performance was compared with normal frequency and
found to be considerably higher.

i) Folk theatre:
Folk theatre are mainly short and rhythmic in form. The simple tunes used by them help in
informing and educating the people in informal and interesting manner. It has been used as
an effective medium for social protest against injustice, exploitation and oppressions.
Folk songs have been effectively used during revolts of TELANGANA and NAXALBARI
and now a days it is one of the best exploiters for political parties. Government has used this
media for popularizing improved variety of seeds, agriculture implements, fertilizers etc.
j) Demonstrations:
direct contact is a face-to-face relation with people individually and with group such
as panchayats and other villages interest in their own problem and motivating them towards
self-development. Demonstration may be:
 Methods of demonstration.
 Result demonstration.
 Simple demonstration.
 Composite demonstration.
In order to make any demonstration effective there are five steps given below:
 Information about the people.
 Objective to be accomplished.
 Demonstration plan and execution of the plan.
 Evaluation of the demonstration.
 Reconsideration after evaluation.
 In case of result demonstration audiovisual media can add some value.
 Use of publicity vans/animals.
 Publicity vans fitted with audio video gadgets should be used to reach the rural areas,
especially people living in remote tribal and hilly areas. TV, the VCRS and projectors
fitted in the vans will help in spreading advertisement message by putting banners on
them and parading them in villages.

k) Use of stalls, HAATS and MELAS

stalls HATTS, and MELAS especially in villages festivals can also help communicators
to spread their messages and also to induce brand trials. The countries oldest traditional
holds the key to solving these problems. Melas are organized after harvest season, so the
village has enough money which he will be ready to spend.
l) Wall paintings:
Wall paintings are an effective and economic medium for advertising in rural areas. They
are silent unlike traditional theatre. The speech or film comes to an end, but wall paintings
stay as long as the weather allows it to stay. The retailer normally welcomes paintings of the
shops, walls and name boards since it makes the shop look clearer and better. Their shops
alluring and standard among other outlets. It is a mark of a status symbol. The greatest
advantage of the medium is the power of the picture completed with its local touch. The
images used have a strong emotional association with the surrounding.
m) Selective communication strategies:
Out of approximately six lakh villages in the country, only a few with greater sales
potential concern the feeder villages. Thus, selective communication strategies are needed.
Most of the advertising and promotional tools should be used only in the villages having
larger size and potential.
CONCLUSION

Marketing mix is used for attracting consumers & for sales

promotion where the manufacturer uses four P’s of marketing,
they are together called marketing mix. They are necessary for
effective marketing. They emanate within the enterprise. As the
marketing manager can use these variables freely as per his
desire or need of the situation therefore through controllable
use of this mix he can pursue the sought level of sales,
distribution & promotion in the target market.