Training Programme on Rural Marketing

The role and function of Non-Government Organisations (NGOs) have increased manifold as they have diversified their work areas and today, address almost all issues concerning man’s social environment. Their presence has been especially marked due to the several development initiatives led by them all over the country. Realising their need and potential, the Government of India has assigned them a place of prominence in the implementation of development programmes.

One of the key issues taken up by the NGOs is the creation of business enterprises, especially in the rural areas. A commonly observable phenomenon in such cases is the comparative success in production procedures vis-à-vis marketing. As a result, stock of finished goods piles up. In case of perishable commodities, such stocked goods lose their saleability and the entire venture runs the risk of becoming non-viable. Poor marketing techniques result in lower price for the products and consequently, lesser income for the craftsmen / artisans. Migration to urban areas is then the normal course of action.

It has been well established that in the era of globalization, marketing plays a crucial role in any business enterprise. Efficient need-based training on specific marketing requirements can ensure the success and viability of any production activity. But it has been found that in spite of the overwhelming presence of NGOs in the rural business sector, they are at times, unable to deliver infallible marketing solutions. It is in this regard that the Entrepreneurship Development Institute of India is organizing two separate Training Programmes on Rural Marketing (Marketing of Rural Products) for NGOs. The programme is designed to inculcate marketing skills among NGO functionaries so that they can perform this function effectively.

The market for finished rural products is vast. Several national as well as international organisations are keen on buying such products. Well-established market linkages are the need of the hour and our NGOs need to rise to meet this demand. This training programme caters to interested non-government and voluntary organisations wishing to develop themselves as specialists in Marketing of Rural Products.

Objectives of the Programme

The main objective of this programme is to develop a cadre of trained NGO professionals in the field of Rural Marketing (i.e. marketing of rural products) to improve their institutional strength. The aspects of rural marketing management will be customized to suit their specific requirements. The training also intends to:

* Make NGOs aware of the basic concepts of Marketing Management in general, and Rural Marketing, in particular.
* Expose them to the hardware of Marketing such as; market research and analysis, evaluation of consumer behaviour, market survey, market segmentation, pricing and distribution, etc. with specific reference to rural products.
* Emphasise standardization and quality control, scope for design development and cost-effective technical improvisation in rural products, so as to better the marketing prospects.
* Introduce the participants to various promotional strategies in rural marketing and other important issues like packaging, branding, retailing, organizing exhibitions, participating in trade fairs, visual merchandising, low cost innovative advertising, etc.
* Acquaint them with some of the interesting and novel rural marketing strategies/cases developed by NGOs and others.
* Train them regarding the procedures and formalities of Export Marketing and the requirements of buyers in overseas countries. (Special emphasis will be laid on export to EU countries and trade practices & customer requirements in European Union)

Further, an all out attempt will be made to establish market linkages for the participating NGOs.

Training Methodology

The training inputs will focus on development of knowledge, skills and attitudes of the participants so that they are able to handle the responsibility of marketing rural products successfully. The teaching methodology will be based on participatory learning. Theoretical and informational inputs will be imparted through classroom lectures. Group discussions will also be extensively used to facilitate the participants’ exchanging views, ideas, problems and prospects; thus leading to mutual learning. Case studies will be illustrated to enable them to learn from real life experiences. Besides, field visits, showing ‘rural marketing in practice’, will be organised.

Outcome of the Programme

After completion of the training programme, the participants will have gained a sound understanding of the fundamentals of Rural Marketing. They will be able to evolve appropriate strategies for improving marketing activities in their organisatins/areas of operation. Having absorbed the inputs on product and design development, quality control, innovative pricing and distribution strategy, packaging techniques and market research etc., they would be in a position to provide the necessary marketing support to rural producers/artisans in their region. Moreover, they could help the NGOs and the rural producers in adopting various promotional techniques like effective retailing, organizing exhibitions, participating in trade fairs, sales promotion, designing attractive catalogues and showroom, product promotion in rural and urban markets. They will also be able to establish linkages with organisations, within the country and outside, that deal with rural products.