International Research Journal of Education and Technology

In view of the large investments made by the government in rural infrastructure pushing income and demand level, the prospects are seen bright for rural India. With empowerment of rural people with education, employment, higher purchasing power, better media exposure, better connectivity with outside world, they provide a massive unexplored pool of consumers. To be successful in the rural market, companies will have to be innovative and sensitive while devising marketing strategies. Traditional urban marketing strategies will have to be localized as per the demands of the rural market. The current paper attempts to discuss the challenges and opportunities in rural markets. It also covers the innovative marketing strategies adopted by key marketers to enhance their brand visibility, goodwill and sales in the mystic rural markets of India.

KEYWORDS: Consumer’s Expectations, 4A’s, Awareness, Availability, Affordability, Acceptability.