Abstract
The growing complexities in the modern marketing are also generating ample opportunities in the business world and it has become important for the producers of goods and services to tap all such markets where enough untapped potential is available. The dynamic change in the marketing practices and strategies has transformed the marketing environment to a significant extent. To meet the challenge of creation and retention of customers and entry to rural market with good product packages has become need of an hour. On the other hand increased purchasing power of rural customers has attracted the attention of marketers. It requires unique marketing strategy full of client and location oriented involvement of 4A’s. Keeping in view the growth and development of rural markets in India which are contributing significantly in the country’s GDP and contributes more than 50% in the total sales of durable and non durable products. It has become more important to look in to the rural markets with great zeal and enthusiasm. Organizations need to sustain if effective network is available to adopt neo-marketing strategies to tap such markets available in rural and for flung areas where more than 65% population is residing with large untapped consumer potential. For this the role of telecom service providers cannot be overlooked. Present paper is an attempt to overview the concept of rural marketing for which marketing strategy with 4-A approach is applied on BSNL one of the leading telecommunication service provider in rural India and to analyze their various marketing strategies adopted for rural customers.
Highlights
The growing complexities in the market are giving a way to the development of new marketing trends to persuade customers for purchasing of a product
RESEARCH METHODOLOGY Paper is mainly based on secondary data available from different published literature and case studies on rural marketing and data is collected from the unstructured questionnaire is collected from various books, journals magazines and various search engines on internet to find relevant data in addition to and TRAI reports and various published sources of Bharat Sanchar Nigam Limited (BSNL)
Rural market is having huge potential in Indian market and more than 65% population is residing in rural areas which require proper attention, effective strategy and wide marketing network
Summary
The growing complexities in the market are giving a way to the development of new marketing trends to persuade customers for purchasing of a product. Organizations need to sustain and grow in the market; they adopted newly marketing trends for retaining the existing customers and targeting new customers to increase the market share These recently developed trends facilitate the organization to reach the target customers in minimum possible time. An organization selects new marketing trends on the basis of nature and usage of products Such marketing is a process that involves carefully designing, implementing and controlling formulated strategies to facilitate the exchange of goods and services between organizations and customers. It helps an organization in identifying needs and wants of the customers and delivering products that satisfy those needs and wants. Marketing encompasses various activities that are necessary for an organization to make the right kind of product available to the right set of customers at right time at the right place
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