CAPTURING RURAL MARKET WITH CUSTOMIZATION OF MARKETING MIXJournal: Asian Journal of Technology & Management Reserach (Vol.1, No. 2)
Publication Date: 2011-12-01
Authors : Himani Joshi; R. K. Srivastava;
Page : 1-10
Keywords : Low Unit Packs; Refill packs; Absolute pricing; Price-off premiums.;
Bearing in mind that the rural market functions in highly complex environment, it is important for the marketers to formulate tailored strategies for rural areas. The formulation of strategies depends upon product category, targeted segment, accessibility to the area etc. It is difficult to understand the mindset of rural people and to develop products according to their needs. Nevertheless there are many companies which entered and captured the far flung rural markets and now have trail of success sagas behind them. They have set examples before their competitors that with proper understanding of the market and implementing innovative marketing ideas, it is possible to trap the rural markets. The article explores the various successful marketing strategies adopted by the companies and what new and revolutionary can further be introduced.
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