Rural Marketing, 3rd Edition by Pearson

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SEGMENTING AND TARGETING RURAL MARKETS

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CHAPTER 5

91

hair oil, a mustard–amla based oil launched for northern Indian markets at INR 10 for a

50-ml pack, targeted at rural consumers using loose mustard oil. Micro marketing can

be further categorized into two—local marketing or individual marketing.

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Local marketing

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Local marketing involves designing brands and promotions to

suit the needs and wants of local customer groups on a geographical basis. As

rural people do not have much exposure, local marketing has relevance in many

cases. It helps in effective marketing in the face of differences in demographics

and the lifestyles ...