Product 
   
      “ Anything that has a value in exchange” 
   
      Product – price – place – promotion 
   
      Challenges – Availability, affordability, 
     acceptability & awareness 
             Marketing Tools      Marketing Challenge 
                   Product            Acceptability 
                    Price              Affordability
                    Place              Availability 
                  Promotion            Awareness 
             Source: The Rural Marketing Book- Kashyap. P & Raut. S 
          Cont’d 
      Appropriate Product Strategies 
  
    Existing & New Products 
  
    Product features – service quality – price & 
    performance relationship 
  
    Simplicity  is key 
  
    “ Sense & Simplicity” – Phillips Global 
    Campaign
  
     Urban market successes could be rural 
    market failures 
  
     Appropriate new product development 
    processes  
                        Product Levels 
               CORE BENEFIT
        BASIC PRODUCT
      EXPECTED PRODUCT
      AUGMENTED PRODUCT
                                                 POTENTIAL PRODUCT
                                  Cont’d 
    Product Level      Characteristics  Example             Rural Vs 
                                                            Urban 
    Core Benefit       Fundamental        Entertainment     Same 
                       benefit/ services 
    Basic Product      Benefit/service    Television Set    Same
                       into tangibles 
    Expected           Attributes &       Digital sound,    Appearance of 
    Product            conditions         flat screen       differences in 
                       buyers normally                      expectations 
                       expect 
    Augmented          Exceeding          Battery           Pleasant 
    Product            customer           Operated TV       surprise for 
                       expectations                         rural customer
    Potential          Encompassing       Jolly Startek TV  Uniquely rural 
    Product            all                                  value 
                       augmentations                        proposition 
                       & 
                       transformations