Marketing to Rural Women: How Various Leading Brands are Doing It?

Abstract

Fierce competition in the urban markets and lucrative incomes in the rural markets have given birth to the idea of exploring the untapped rural markets in case of almost all brands. There is a vast difference in the sociocultural trends between the urban and rural markets. Thus it would be interesting to study how the rural and urban market difference is understood and how marketing/communication strategies or special approaches are adopted by brands. This paper studies the brands that address/target women. Women as such are a promising market and that is the reason why many brands have launched products especially for women in the urban markets. Brands such as Clinic Plus, Dalda oils, Fair & Lovely and Wheel are discussed in this paper which have identified women as users or decision makers, and have adopted various marketing strategies and communication methods at the root level.