Rural Marketing Mix Amity Business School

• Product
• Price
• Place
• Promotion
• Passion
• Pace

RAM Pooja Sehgal Tabeck

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 Passion Amity Business School

• Passion to earn goodwill for company

• Passion to serve & educate the consumer
• Passion to give 100% to rural marketing
effort

RAM Pooja Sehgal Tabeck

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 4 A’s of Rural Marketing
Amity Business School

• Affordability
• Availability
• Awareness
• Acceptability

RAM Pooja Sehgal Tabeck

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 Amity Business School

• How to improve Affordability:

– Packaging innovation
– Unit price
– Financing
– Low cost Innovation

RAM Pooja Sehgal Tabeck

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 Amity Business School

• Availability:-
– Franchising systems
– Cooperatives
– NGOs

RAM Pooja Sehgal Tabeck

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 Amity Business School

• Awareness
– Best medium is word of mouth
– Festivals and carnivals
– Field education
– Local Media and Local Language
– Mobile phones and movie theaters

RAM Pooja Sehgal Tabeck

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 5 Ds’ of BOP MarketingAmity Business School

• Development
• Design
• Distribution
• Demand
• Dignity

RAM Pooja Sehgal Tabeck

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