PROMOTION STRATEGIES IN RURAL MARKETING

[abhishreshthaa]

The promotion measure should be cost effective. Word of mouth is an important message carrier in the rural areas and ‘opinion leader’ play a significant role in influencing the prospective rural consumers about accepting or rejecting a product or a brand. Other attributes are explained as under:



1. Mass Media: Mass media is a powerful medium of communication. The mass media generally used are:

a. Television

b. Cinema

c. Radio

d. Print Media: handbills, booklets, posters, banners, etc.



2. Personal Selling and Opinion Leaders: In personal selling it is required that the potential users are identified and awareness is created among them. A highly motivated sales person can achieve this. Word of Mouth holds a lot of validity in the rural areas. This is the reason why opinion leaders are thriving among rural consumers.



3. Special Campaigns: These should be undertaken during harvest & marketing seasons in rural areas. E.g. Tractors owners meet (tonee) conducted by MRF.

 

[Business-education]

Promotion is very important part of the Marketing Mix and really effective. Promotion plays very vital role to make your product known in the market and if the the promotions is tight then mark my word, your business will nourish and you will create brand which will never fall.Above you have mention the medium through which you can promote your product, but main promotion technique which you used in rural marketing is word of mouth publicity.