Effectiveness of Marketing Practices Adopted by Rural Intervention Organizations

Abstract

There has been a significant shift in the focus of economic policy in India in the last few years, with issues of equitable growth getting more importance. Economist and policy makers are trying that economy should not only maintain the tempo of growth but also spread the benefits of growth to all sections of the society and geographical regions of the country. This change in approach is particularly important for the hilly regions of the country, as they constantly struggle with under development. Same circumstances are also with the hills dominated state like Uttarakhand in india. This paper focuses on the various rural intervention organizations operating in Uttarakhand which are engaged in promotion of products manufactured by various unorganised people and NGOs. This is a study of effectiveness of marketing practices adopted by rural intervention organizations in Uttarakhand The NGO’s under study were AT India and HARC .The areas of study were selected districts of Uttarakhand Garhwal where the NGO’s are currently operational. The marketing effectiveness has four dimensions; corporate, competitive, customers and exogenous factors. The study has shown the five factors driving the level of marketing effectiveness that marketer can achieve are marketing strategy, marketing creative, marketing execution ,marketing infrastructure and external factors like seasonality, interest or the regulatory environment which can help marketers to improve their marketing effectiveness.