Why should we do this 
             Why should we do this 
                            course? 
                            course? 
     Agriculture’s share in GDP is going down, but, 
        Agriculture’s share in GDP is going down, but, 
        India still lives in her villages 
        India still lives in her villages 
     Urban markets are crowded and saturated 
        Urban markets are crowded and saturated 
     The understanding of “rural” is diffused and 
        The understanding of “rural” is diffused and 
        sometimes confusing 
        sometimes confusing 
     Is “rural marketing” different from “urban 
        Is “rural marketing” different from “urban 
        marketing” ?
        marketing” ?
                                     
                                     
                 Session Coverage 
                 Session Coverage 
     Rural India – Some definitional issues 
        Rural India – Some definitional issues 
     Phases/ stages in rural marketing
        Phases/ stages in rural marketing
     Scope of rural marketing  
        Scope of rural marketing  
     How is rural India changing?
        How is rural India changing?
     Schools of thought- Approaches to Rural Markets 
        Schools of thought- Approaches to Rural Markets 
     Strategic Issues & Directions in rural marketing 
        Strategic Issues & Directions in rural marketing 
                                     
                                     
                  Defining Rural India 
                   Defining Rural India 
      Organisatio                  Definition                      Limitations 
      Organisatio                  Definition                      Limitations 
           n 
           n 
                                                               
      NSSO                                                        rural not 
      NSSO                                                        rural not 
      ( Census)                                                defined 
      ( Census)                                               defined 
                       Population density < 400 / Sq Km 
                       Population density < 400 / Sq Km 
                    
                       75 percent of the male working 
                       75 percent of the male working 
                    population is engaged in agriculture 
                     population is engaged in agriculture 
                    
                      No Municipal corporation / board 
                      No Municipal corporation / board 
                    
      Planning         Towns upto 15,000 population are  Town 
      Planning         Towns upto 15,000 population are  Town 
      Commissio     considered rural                           characteristics 
      Commissio      considered rural                          characteristics 
      n                                                        not defined 
      n                                                        not defined 
                                             
                                             
                                   Cont’d 
                                   Cont’d 
      LG Electronics            All places other than     Only clarifies what 
      LG Electronics            All places other than     Only clarifies what 
                                the 7 metros              are the cities 
                                the 7 metros              are the cities 
      NABARD                    All locations with a      Village & town 
      NABARD                    All locations with a      Village & town 
                                population upto 10,       characteristics not 
                                population upto 10,       characteristics not 
                                000 considered “          defined 
                                000 considered “          defined 
                                rural” 
                                rural” 
      Sahara                    Commercial                Population 
      Sahara                    Commercial                Population 
                                establishments            characteristics 
                                establishments            characteristics 
                                located in areas          unknown 
                                located in areas          unknown 
                                servicing less than 
                                servicing less than 
                                1000 population 
                                1000 population 
      Source: The Rural Marketing Book- Text & Practice, Kashyap. P and 
      Raut. S ( 2007) 
                                             
                                             
            Defining Rural Marketing 
            Defining Rural Marketing 
      National Commission               NGOs                 Corporate Rural 
      National Commission               NGOs                 Corporate Rural 
          on Agriculture                                  Marketing Definition 
          on Agriculture                                  Marketing Definition 
        Decisions to produce     Marketing products           Function that 
        Decisions to produce     Marketing products           Function that 
          saleable farm           produced in rural       manages all activities 
          saleable farm           produced in rural       manages all activities 
          commodities           areas to urban areas     involved in assessing, 
           commodities          areas to urban areas      involved in assessing, 
         involving all the                                   stimulating and 
         involving all the                                   stimulating and 
      aspects of the market                                  converting the 
      aspects of the market      Marketing products          converting the 
       system or structure,      Marketing products       purchasing power of 
       system or structure,       produced in rural       purchasing power of 
       both functional and        produced in rural       rural consumers into  
       both functional and      areas in rural markets  rural consumers into  
       institutional, based     areas in rural markets  effective demand for 
       institutional, based                               effective demand for 
          on technical &                                  specific products and 
          on technical &                                  specific products and 
             economic                                      services  to create 
             economic                                      services  to create 
       considerations and                                    satisfaction  & a 
        considerations and                                   satisfaction  & a 
        includes the pre &                                 better standard of 
        includes the pre &                                 better standard of 
           post harvest                                    living for  achieving 
           post harvest                                    living for  achieving 
           operations.                                    organisational goals.
           operations.                                    organisational goals.