Rural Marketing: The Way Forward
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Rural marketing, the buzz word today is a recent introduction to marketing. Till the 90's any marketing effort was focussed on metro cities and urban areas. Very few companies even thought of taking their product to Tier 2 and Tier 3 towns. Perception of rural areas has always been one where there is lack of education, understanding of urban products or even need of products that sell in the urban areas. This perception has slowly changed over the years with increasing in distribution in the GDP of the country along with increase in the per capita income. The demand for consumer products used in the urban areas is on the rise in the rural areas with growing income levels and greater ambitions of the people. The consumption habits of the rural population are changing almost mirroring those of the urban populace.

Rural marketing in India is unique and quite complex to forecast. Though 70 percent of the population in India is living in rural areas, it has been an area that has been overlooked by the Indian corporate. Rural market represents one of the largest potential markets in the country and has remained quite unaffected by the economic crisis in the country. Rural consumers today spend nearly 9 billion dollars per annum on FMCG items and other categories such as instant noodles, fabric and perfumes etc, while the market is growing much faster than urban market is.

According to Nielsen, forecast for the fast moving consumer goods market in rural areas is tipped to reach nearly 100 billion dollars approximately 45,735 crores by the year 2025 driven by continuous demand because of rising income levels. Spending in the rural markets during the period ‘09-'12 rose to 69 billion dollars in comparison to 55 billion in the urban areas. Some of the companies that have decided to invest in the rural areas are Honda Motorcycle and Scooter India Pvt. Ltd that will sell its entry level bikes, while logistic companies plan to invest nearly 500 crore rupees in the next five years to open outlets in rural areas.

A company that specialises in marketing to the rural areas Game Changer has taken an initiative and joined the rural marketing foray to bring the brands and the rural populace close to each other. Game changer is a company that works on initiatives that will tap into various segments in the rural areas while providing the exposure to the brands in every way possible. It closely works with the people in the rural areas to take home the idea and the product or the service through their mobile device. Not just this Game Changer helps you surprise the people with freebies or added advantages, while allowing the rural population air their views regarding the service they have received.


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