Review of Professional Management- A Journal of New Delhi Institute of Management

Abstract

The Indian growth story is now spreading itself to India's hinterlands. As the organizations are adopting varying and innovative strategies to enter into the rural market through the 4Ps i.e. Product strategies, Pricing strategies, Place/ Geographic strategies, and Promotion strategies, the rural markets are also indicating that there lies enormous potential yet to be unearthed.

The focus of the paper is to explore the vast potential available for the marketers, where they can adopt various marketing mix strategies. The paper explore the contemporary examples and future potential available for the organizations engaged heavily in rural markets.

If the marketer truly understands the needs of the rural consumers, he/she should strive to provide them with those products and services that would meet their requirements. The marketer has to focus on his core competencies like the technological expertise to design the products for the rural masses. The rural India having purchasing power, definitely offers a great potential for the companies where the chances of outnumbering the urban areas in all aspects are very high. But only those companies would survive at these places and win over the rural consumers who can spend time and money on understanding them and come up with innovative ideas.

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