In my previous blog i had mentioned as how we can cater to the rural markets and what are the strategies. In this blog I would fundamentally like to focus on the 4A's that has been in vogue in the recent times and creating waves in the rural markets. Kotler had already mentioned the traditional 4P's i.e (Product, Place, Price and Promotion) which would hold good in the traditional mode of marketing, but in a country like India where 65% of the population lives in villages it's necessary that marketers focus on the 4A approach which would help them in catering to the rural markets in a more convenient manner. Let us know understand what I mean by the 4A approach.
a) Awarness: The first and the foremost thing would be to create awarness in the rural markets. The masses residing deep in the Indian villages are not much literate to understand the features of the products or the services. The marketers need to understand this point that how can they create a deep impact on the awarness level of the rural markets so that they are able to sell their products easily.
b) Affordability: Affordability is another significant factor where the rural marketers have to concentrate. Companies have to focus on low cost solutions and also the scalability of the solutions. The rural masses will not be interested if the price is too high for them to own the product or service. Another interesting point to be noted here is that in reducing the cost companies cannot reduce the quality of the products.
c)Acceptability : Customisation is the key mere lowering the price or creating awarness is not enough all the factors should go hand in glove with each other. For instance Sampoorna TV launched by LG has been a great hit in the rural areas and its because it has combined all the above factors and than forayed in the rural markets.
d) Accessability: Rural markets are tough to penetrate physically also given the pathetic state of infrastructure in the country it becomes hard for the companies to decide upon their logistics. Companies have to plan their logistics carefully before foraying into the markets.Marketers need to understand that the physical conditions in rural areas are entirely different from the urban areas. Its not just one factor that will work all the factors have to go hand in hand and only this would help companies to provide value to the customers residing in the rural areas.
a) Awarness: The first and the foremost thing would be to create awarness in the rural markets. The masses residing deep in the Indian villages are not much literate to understand the features of the products or the services. The marketers need to understand this point that how can they create a deep impact on the awarness level of the rural markets so that they are able to sell their products easily.
b) Affordability: Affordability is another significant factor where the rural marketers have to concentrate. Companies have to focus on low cost solutions and also the scalability of the solutions. The rural masses will not be interested if the price is too high for them to own the product or service. Another interesting point to be noted here is that in reducing the cost companies cannot reduce the quality of the products.
c)Acceptability : Customisation is the key mere lowering the price or creating awarness is not enough all the factors should go hand in glove with each other. For instance Sampoorna TV launched by LG has been a great hit in the rural areas and its because it has combined all the above factors and than forayed in the rural markets.
d) Accessability: Rural markets are tough to penetrate physically also given the pathetic state of infrastructure in the country it becomes hard for the companies to decide upon their logistics. Companies have to plan their logistics carefully before foraying into the markets.Marketers need to understand that the physical conditions in rural areas are entirely different from the urban areas. Its not just one factor that will work all the factors have to go hand in hand and only this would help companies to provide value to the customers residing in the rural areas.
