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8/3/2019 Rural Marketing- Segmentation, Targeting & Positioning in Rural Markets
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Page 1
Segmentation, Targeting &
Positioning in Rural Markets
Prof. Rushen Chahal
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Orientations to the Market
Selling orientation - Product orientation - Marketing
orientation
C K Prahalad and V Ramaswamy Co- creating value
with customers
Market as a target to Market as a forum
The contribution revolution
Customer is the king/ queen
Understanding the customer is vital
The Mahatmas words at railway stations
Foundation of the STP process
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The STP Process
Marketing Decision Marketing Actions to be
Undertaken
Segmenting Identifying and developing
profiles of market segments
Target Evaluating segments and
deciding the market coverage
strategy
Positioning Identifying , selecting and
communicating competitive
advantages
Source: The Rural Marketing Book- Khasyap. P & Raut. S
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Heterogeneity in Rural India
Variable Example
Socio Cultural Differences Caste Based Habitations in Villages
Population Size & Density Kerala Vs Andhra Pradesh
Difference in Infrastructure BIMARU states Vs Karnataka
Media Exposure levels Kerala Vs Orissa
Literacy Levels Himachal Pradesh Vs Bihar
Income levels & patterns Farmers & Daily Wage Earners
Family Structure Joint Families & Nuclear Families
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Segmentation: Issues &
Options Measurability- Accessibility-
Differentiability & Profitability
Is it easy to measure segments in ruralareas?
What are the issues in accessing rural
markets?
Is it necessary to segment
underdeveloped markets? ( need for
differentiation)
What is the a ro riate a back eriod
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Demographic SEC
Classification MRUC and IRS
Three variables Education of chief wage
earner durable ownership- type of house
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Multi Attribute
SegmentationThompson Rural Market Index Mica Rural Market Ratings1. Developed by HTA
2. 26 variables
3. Demographics,agriculture,
electrification and banking
facilities
4. Weights are given to variables
5. Data from 383 districts collected6. Classification into A, B, C, D and
E markets
1. 42 socio economic indicators
for ranking districts
2. Linear combination of sixvariables for measuring market
potential of districts
3. Classification into A, B , C , D &
E markets
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Contd
Rural market ratings by RK Swamy BBDO
Lincompass by Linterland ( Lintas IMAG)
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Effective Market Targeting
Segment attractiveness must match
company objectives and resources
Undifferentiated marketing- Coca Cola Differentiated marketing Tractor
Marketing
Single segment concentration
Deciding the appropriate coverage
strategy
Coca Cola An arms length from desire
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Positioning
A distinctive place in the mind of the
consumer
Identifying the unique features of the
product/ service
Differences with respect to competition
Selecting differences having a greater
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Issues in Positioning
Attractiveness-Distinctiveness-Pre-
emptive -Affordability - Communicability
Under positioning over positioning
confused positioning
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Close of Session
Thank You