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The second part of the book focuses on rural marketing strategies for products and services. With an emphasis on brand building, this part touches on studying prospect behaviour and cultural diversity of rural India. Aspects such as pricing, communication and effectiveness of the advertising campaign are also discussed. The book uncovers adaptation of new technologies, women empowerment and the rise of private schools in rural India. The part also focuses on High Net-worth Individuals (HNIs) of rural India, unconventional methods of advertising, rural call centres and importantly, the advent of Digital Marketing. The author’s view on maximising Return on Investment (ROI) with 360-degree sales and marketing, is explained in detail.
The third part talks about the challenges, do’s and don’ts for rural marketing campaigns and specific techniques for campaign effectiveness. Taking a futuristic view, this part also comprises the role of artificial intelligence and the future of rural marketing. This futuristic perspective makes for an interesting read and is the key takeaway of this part.
It is a useful resource for current and aspiring rural marketing professionals.
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Sarabjit Singh Puri is the Founder and CEO of Fateh Rural Pvt Ltd (www.fatehrural.com) and Founder and Director of Green Orange HR Pvt Ltd (www.GreenOrangeHR.com).
Fateh Rural (founded in 2003) is a Rural Marketing and Advertising Agency with their HQ in Mumbai, having 12 regional offices, operating pan-India. Sarabjit has run thousands of rural campaigns. He has worked with 100+ corporate customers. Almost all major multinationals in agrochemical and other sectors, to name a few, Bayer, Syngenta, L&T, Godrej and many more have been his clients.
Green Orange HR Pvt Ltd (founded, 2015) at Mumbai, India is into HR services. Green Orange helps companies in Payroll, Compliances, Placement, Training and Monitoring services in Rural India.
He has travelled more than five lakh kilometres across the country. Sarabjit has interacted with thousands of farmers, rural people, distributors, retailers in order to understand the local level of economic development, types of crops, technology and product usage, their average income and average land owned by the rural populace.
His personal mission is to integrate technology with conventional means of advertising.
Future Aspirations:
• Expansion in Asia, Africa, Europe, Australia and the Americas.
• Opening World Head Quarters at New York, USA.
• Exploring funding options for Fateh Rural.
• He can be contacted on www.sarabsays.com.
