Increase in purchasing power of rural masses in recent past has fuelled lot of interest in rural India. Hitherto considered a market only for low end products, today companies are seeing rural market as the new growth avenue. Rural Marketing is an evolving concept, and as a part of any economy has untapped potential; marketers have realized the opportunity recently.
The concept of rural marketing in Indian economy has always played an influential role in the lives of people. In India, leaving out a few metropolitan cities, all the districts and industrial townships are connected with rural markets. The rural market in India brings in bigger revenues in the country, as the rural regions comprise of the maximum consumers in this country.
Rural marketing in Indian economy can be classified under two broad categories. These are:
The market for consumer goods that comprise of both durable and non-durable goods
The market for agricultural inputs that include fertilizers, pesticides, seeds, and so on
The programme is targeted for the middle level executives like Product / Brand Manager, Sales Manager, Marketing Analyst and so on. The programme is also designed to suit the executives from non profit organisations with interest in rural markets. Middle managers from other functional area or a nonmarketing background who support the marketing activities would also find the programme relevant.
The objectives of the programme is to explore the potential of rural markets, critically analyse the rural market opportunities so as to formulate better marketing programmes. It also involves concepts related to processing of data and analysis, segmenting the market, targeting, and positioning and other key strategic issues.