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This chapter discusses the marketing decision variables in rural markets. These variables are developed based on the characteristics of rural consumers of availability, benefits, cost, and discern (ABCD). These ABCDs of consumers require the marketer to “reach” an “offering” at a “price” and to “educate” the consumer on these (ROPE). Marketing strategies in rural markets differ according to context. The contexts differ on the dimensions of market growth and the type of competition. The four types of marketing strategy discussed in the chapter are expansion strategy, education for diffusion, market and product development, and differentiation for creating brand preference. Differentiation for creating brand preference is for the context of “low-growth market” and “competition within the product category”. Marketing strategy in this context differs for a new entrant into the category and for an existing brand. The new entrant identifies the weakness of the existing brand and designs an offering that meets the needs of the consumer better. Competition for an existing brand includes competing within the product category, defending against new entrants, competing against small and unorganized players, and competing against fakes and imitations.
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