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RURAL MARKETING
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Marketers prefer the second option in rural areas as they fear samples reaching the
wrong target group and a long gestation period. Thorough planning and detailing can
overcome these shortcomings and act as a boon for rural marketers. Emami has used
rural haats for promoting its Navratan brand oil, and giving the consumer a live experi-
ence of ‘
Thanda
Thanda
Cool Cool’.
INSTALMENT SCHEMES
Traditionally, rural consumers do not fit into the EMI
(equated monthly instalment) framework as their income is seasonal and is realized
during the harvesting season. However, this can be used as a strategic tool to market ...
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