VISVESVARAYA TECHNOLOGICAL UNIVERSITY

Belagavi-590018

AICTE Activity Point Programme-Report

ON

“TO ASSIST THE MARKETING OF RURAL PRODUCTS”

Submitted in the partial fulfilment of the requirements for the award of

BACHELOR OF ENGINEERING IN
COMPUTER SCIENCE AND ENGINEERING
BY
PUNEETH T USN:1RI21CS085

UNDER THE GUIDANCE OF

Prof. VEENA V
Professor, CSE Department

DEPARTMENT OF COMPUTER SCIENCE AND ENGINEERING

Accredited By NBA
R R INSTITUTE OF TECHNOLOGY
Approved by AICTE, New Delhi, Recognized by Govt. of Karnataka,
Autonomous Institution under VTU
Raja Reddy Layout, Chikkabanavara, Bengaluru – 560 090
ACADEMIC YEAR 2024-25
 DEPARTMENT OF COMPUTER SCIENCE AND ENGINEERING

CERTIFICATE
Certified that the AICTE Activity entitled “TO ASSIST THE MARKETING OF RURAL PRODUCTS”
carried out by PUNEETH T, USN:1RI21CS085 a bonafide student of R R Institute of Technology in
partial fulfillment for the award of Bachelor of Engineering / Bachelor of Technology in Computer Science
and Engineering of the Visvesraya Technological University, Belgavi during the year 2024-25. It is certified
that all corrections/suggestions indicated for Internal Assessment have been incorporated in the Report
deposited in the departmental library. The AICTE activity report has been approved as it satisfies the
academic requirements in respect of AICTE ACTIVITY prescribed for the said Degree.

….……………………………. ..….…………………….. ….……………………

Signature of Internal Guide Signature of HOD Signature of Principal
[Prof. VEENA V] [Dr. Manjunath R] [Dr. Mahendra K V]
Professor, Professor and Head Principal
Department of CSE, RRIT Department of CSE, RRIT RRIT, Bengaluru
 DECLARATION

I PUNEETH T, USN:1RI21CS085 student of 7th semester in, Computer Science and Engineering, R R
Institute of Technology, Chikkabanavara, Bangalore -560090, declare that the AICTE Activity Point
Programme work entitled “TO ASSIST THE MARKETING OF RURAL PRODUCTS” has been
carried out by me and submitted in partial fulfillment of the course requirements for the award of degree
in Bachelor of Engineering in Computer Science and Engineering of Visvesvaraya Technological
University, Belgaum, during the academic year 2024-25.

Date:
PUNEETH T
Place:
1RI21CS085
 ABSTRACT
Rural marketing is a critical area for businesses aiming to tap into the vast potential of rural consumers.
With a significant portion of the global population residing in rural areas, understanding the unique
dynamics of these markets is essential for sustainable business growth. This paper explores the challenges
and opportunities in rural marketing, emphasizing the importance of localization, robust distribution
networks, and effective communication strategies. By tailoring products, pricing, and promotional activities
to align with local preferences and cultural sensitivities, businesses can effectively reach and engage rural
consumers. The study highlights successful case studies and innovative approaches that have bridged the
gap between urban manufacturers and rural markets, demonstrating the potential for growth and
development in these regions.

Marketing rural products presents unique opportunities and challenges due to the distinctive characteristics
of rural markets. This study delves into the critical aspects of rural marketing, focusing on tailored product
strategies, innovative distribution networks, and culturally relevant communication techniques. By
understanding the needs and behaviors of rural consumers, businesses can create effective marketing plans
that drive engagement and sales. Key factors such as localization, trust-building, and leveraging local
influencers play a significant role in successfully marketing products in rural areas. The insights gained
from this study can help businesses navigate the complexities of rural markets, leading to sustainable
growth and development.pp
 ACKNOWLEDGEMENT

Any achievement, be it scholastic or otherwise does not depend solely on the individual efforts but on the
guidance, encouragement and cooperation of intellectuals, elders and friends. A number of personalities, in
their own capacities have helped us in carrying out this AICTE activity work. We would like to take this
opportunity to thank them all.

First and foremost we would like to thank Dr. Mahendra K V, Principal, RRIT, Bangalore, for his moral
support towards completion of our project work.

We express our gratitude to Dr. Manjunath R Head, Department of Computer Science and Engineering,
RRIT, Bangalore who has always been a great source of inspiration.

We are grateful to the guidance and encouragement given by our guide Prof. Veena V, Professor
Department of Computer Science and Engineering, RRIT, Bangalore, who also has helped us in various
stages of project, optimizing the report and making this project a success.

We are grateful to the guidance and encouragement given by our guide Dr.Shivakumar Swamy N,
Professor, Department of Computer Science and Engineering, RRIT, Bangalore, who also has helped us
in various stages of project, optimizing the report and making this project a success.

We also extend our sincere thanks to the teaching and non-teaching faculty of the Department of Computer
Science and Engineering, RRIT, Bangalore, who have constantly supported us throughout the course of our
project work.

Last, but not the least, we would like to express our deep sense of thanks to family and friends for their
moral support to improve the project work.

________________
PUNEETH T
(1RI21CS085)
 CONTENTS
TABLE OF CONTENTS i
LIST OF FIGURES ii

SL NO. CHAPTER PAGE NO.

01 Introduction 01
1.1 Marketing 01
1.2 Rural Marketing of product 01
02 Products 02
2.1 Chikoo (Sapota) 02
2.2 Characteristics of Sapota 03
2.3 Nutrients and Benefits of Sapota 03
03 Background OR Origin 05
3.1 Harvesting of Sapota 05
3.2 Availability of Sapota in India 05
3.3 Methodology 05
04 New Approaches / Ideas To Grow Chikoo 06
4.1 Select high yield sapota varieties for more 06
yield
4.2 Soil requirements for maximum growth 06
4.3 Fertilize Sapota trees for More Yield 06
05 Technology Comprasion Activity Of Marketing 07
Of Chikoo
5.1 Traditional Marketing Concept 07
5.2 Modern Marketing Concept 07
5.3 Modern marketing instead of Traditional 07
Marketing
06 Images Of Sapota 08
07 Conclusion 09
Reference 10

i
 List of Figures
Figure No. Title Page No.

01 Chikoo 02

02 Chikoo Tree 02

03 Health Benefits 03

04 Nutrition Facts 04

05 Production of Sapota 05

06 Alluvial soil 06

07 Red Soil 06

ii
TO ASSIST THE MARKETING OF RURAL PRODUCTS

CHAPTER 1
INTRODUCTION
1.1 MARKETING
Marketing is the art and science of understanding and influencing consumer behavior to promote product.
It involves identifying target audiences, crafting persuasive messages, and utilizing various channels to
reach potential customers.
Indian market for the consumer products is made up of two distinct parts, one is urban and other is rural
market. It has been a matter of great enquiry both for the marketing academics and practitioners whether
there is a need for developing separate strategy for rural markets.

Key components of marketing include:

1. Market Research: Gathering data about consumers' needs, preferences, and behaviors.
2. Segmentation: Dividing the market into distinct groups based on characteristics like demographics.
3. Positioning: Creating a distinct image or identity for a product in the minds of the target audience.
4. Branding: Developing a brand that represents the values and personality of the product or company.
5. Promotion: Using advertising, public relations, sales, and social media to communicate with potential
customers.
6. Sales and Distribution: Ensuring products are available and accessible to consumers through various
channels.

1.2. RURAL MARKETING OF PRODUCT

According to National Commission on Agriculture are – “Rural Marketing is a process which starts with
a decision to produce a saleable farm commodity and it involves all the aspects of market structure or
system, both functional & institutional, based on technical and economic considerations and includes pre
and post-harvest operations, assembling, grading, storage, transportation”.

Rural marketing focuses on selling products and services to rural communities, which often have unique
characteristics compared to urban markets. It's crucial because a significant portion of the world's lives
in rural areas, making it a vast and potentially lucrative market.

Key aspects of rural marketing include:

1. Understanding Rural Consumers: Rural consumers often have different needs, preferences.

2. Distribution Challenges: Rural areas may have limited infrastructure, making distribution a challnge

3. Communication Strategies: Traditional advertising channels may not be as effective in rural areas.

4. Product Adaptation: Products may need to be adapted to suit the preferences and conditions.

5. Building Trust: Trust plays a significant role in rural markets and building relationships.

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CHAPTER 2

PRODUCTS
2.1 CHIKOO (SAPOTA)

Sapota (Achras zapota) commonly known as chikoo is mainly cultivated in India for its fruit value, while
in South-East Mexico, Guatemala and other countries. Each fruit weighs about 125g. A yield of 175 to
200kg per tree can be obtained per year.

It is commercially grown for the production of chikoo which is a gum like substance obtained from latex
and is mainly used for preparation of chewing gum. The sapota fruit is a fleshy berry, variable in shape,
size and weight (75-150g).

The skin is thin, rusty brown, somewhat scurfy looking like an Irish potato, and the pulp soft, crumbling,
melting with a sandy or granular texture with 1-5 hard, black seeds. Get in with us for small quantities for
your rear garden, home garden, kitchen garden or large quantities for farmland development, fruit farms,
fruit orchards, real estate layouts or commercial cultivation.

Botanical name is Manilkara zapota and zapota belongs to the Sapotaceae family. It is known as Sapota in
Kannada and Telugu, Chiku / Chikoo in Hindi. Sapodilla is native to Central America, Southern Mexico
and the Caribbean. Now, chiku sapota plants are grown in large quantities in SouthEast Asia.

Figure:1. Chikoo Figure:2. Chikoo tree

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2.2. CHARATERISTICTS OF CHIKOO

The sapota tree grows to a height of 98 to 100 feet. The bark of chiku is filled with a latex called Chicle.
The Chikoo leaves are dark green, glossy, alternate, and ovate. They are 7 to 15 cm long. The white or off-
white sapota flowers are bell shaped and have 6 lobed corolla.The sapota fruit is brown, round or oval and
is 4 to 10 cm in diameter and can be 2 to 3 inches long. The flesh is light brown and has a unique aroma
when sapota ripens. The sapota fruit can be easily opened by a gentle push from the fingers. Sapota contains
one to 6 glossy, hard, black seeds.

The sapota fruit contains sugars like fructose and sucrose and is high in calories. The outer part is earthy
brown in colour and inside it is pale yellow and has black seeds. The seeds of Chiku are bean-shaped.
Sapota tastes sweet and delicious. Normally, it is eaten fresh. The outer skin of sapota is peeled off before
consumption. Chiku shake made of sapota, milk, sugar is a very popular drink in India. Sapota is also used
to make the custard, ice cream, jams, jellies. Chiku has various health benefits. It is good for indigestion
and diarrhoea. According to the USDA nutrient database, 100g of sapota contains the following nutritional.

2.3. NUTRIENTS AND BENEFITS OF SAPOTA(CHIKOO)

Nutritional Value (per 100g)

 Energy: 83 kcal
 Carbohydrates: 20 g
 Fiber: 5.3 g
 Protein: 0.4 g
 Fat: 1.1 g
 Vitamin C: 14.7 mg
 Potassium: 193 mg
 Calcium: 210 mg
 Iron: 0.8 mg
 Magnesium: 12 mg

Figure:3. Health Benifits

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TO ASSIST THE MARKETING OF RURAL PRODUCTS

Figure:4. Nutrition Facts

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CHAPTER 3

BACKGROUND OR ORIGIN
3.1. Harvesting of Sapota
Sapota is a climacteric fruit; it has to be ripened artificially. Fruits are highly perishableand they undergo
rapid ripening changes within 5-7 days during which the fruits become soft, sweet and develop excellent
aroma with decline in tannins, latex sapotin,aldehydes and acidity.

Bearing starts from 4th year onwards and economical yields can be obtained from 7th year. It takes 4-6
months from flowers to fruit maturity. March to May and Septemberto October are the two distinct
seasons of harvest. Depending on management level, location and variety, 15-20 tons of fruits are
harvested from a hectare.
3.2. Availability of Sapota in India
Most of India’s sapota market is consumed domestically, as less than half a percent areexported. As of
2011, most of India’s sapota exports go to the United Arab Emirates, Bahrain and the UK, respectively.
The US is the 9th largest importer of Indian sapotas.
Sapota occupies the 8th position among all fruit production in the country accounting for 2.35 percent
of total fruit production (Handbook of Horticulture, 2014 and APEDA).

Figure:5. Production of Sapota

3.3. Methodology
Based on the highest area and production of sapota in the state, two districts, Ballariand Haveri for sapota
fruit from North Karnataka were purposively selected for the study.

To elicit the required data regarding value addition processes like procurement, sorting, grading,
processing, packing, storage, transportation and marketing, a total of 8 processing units, 20 wholesalers
and 20 retailers were randomly selected for the study from the selected regions.

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CHAPTER 4

NEW APPORACHES/IDEAS TO GROW CHIKOO

4.1 Select high yield sapota varieties for more yield
Co.3 sapota-Co.3 sapota is very high-yeilding hybrid that will do well even in dry andmarginal soils.it
prefers hot and humid weather and grows in dry and humid places. A coastal climate is ideal for 1200 to
2500 mm of annual rainfall.The maximumtemperature is between 11 and 34 degree c.Pala-It is a high-
yeilding variety.Fruits are oval-shaped with thin skin.
4.2 Soil requirements for maximum growth
The soil should be well – drained, deep,and porous type.Generally ,any soil can be used for sapota
cultivation ,but no hard pans on the subsoil surfaces should be found.Trees can tolerate the amount of salt
in the soil.The PH of should be about 6 to 8.Alluvial,Sanday loam,red laterite, and medium loamy soil
with good drainage are idealfor sapota allow soil type is not suitable for the cultivation of sapota.

Figure:6 Alluvial soil Figure :7 Red soil

4.3 Fertilize sapota trees fo more yield

Apply more nitrogen fertilizers such as 6-6-6-2,1/2-pound per tree in the first year andno more than 0.8
pounds in the second year.For improving fruit size,sapota trees requires foliar sprays of NPK,MG and ZN
duringthe first set period.Annual increase in manure and fertiliers should be FYM by 10kg, N 0.2 kg,
P,0.2kgand K 0.3 kg per tree is required.All these fertilizers should be provided to the plants in September
and October.
Air layering is carried out in the month of June. In this method a 1-2 ,year old, healthy, vigorous, mature
shoot of 45-60 cm in length and pencil thickness is selectedA circular strip of bark about 3 cm wide just
below a bud is completely removed fromthe selected shoot. Rooting hormones like IBA & NAA 50mg
each in Lanoline paste are applied over this portion.Moist sphagnum moss is packed around this portion
and tied with polyethylene sheetto prevent the loss of moisture.

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CHAPTER 5

TECHNOLOGY COMPRASION ACTIVITY OFMARKETING OF

CHIKOO

5.1 Traditional Marketing Concept

Traditional marketing concept focuses on products only and it aims in production and marketing of
products and gaining more profit. Traditional marketing is profit oriented. It isbased on old marketing
concept and refers to a narrow concept. Traditional marketing concept is based on push marketing. It is
one dimensional as the only target of it is to sell the product and get the profit. Most commonly used
traditional marketing strategies are:
 Business cards
 TV and Radio ads
 Billboards and signage
 Flyers and brochures
 Telephone marketing
5.2 Modern Marketing Concept
Modern marketing concept focuses on customer’s need and wants and it aims in meeting the customer’s
satisfaction. Modern marketing is customer oriented. It is based on new marketing concept and refers to
a broader concept. Traditional marketing concept is based on pull marketing. It is multidimensional as
along with selling product and getting profit italso gives emphasis on customer satisfaction, planning,
after sales service and many other variables. Most commonly used modern marketing.

 Internet ads
 E-mail marketing
 E-commerce website
 Use of social media
 Marketing automation
5.3 Modern marketing instead of Traditional Marketing
Modern marketing has more scope than traditional marketing. With more and more users switching to
digital devices, modern marketing can help you thrive and survive in competitive marketplaces.
Traditional marketing alone might not be sufficient enough to reach wider audiences and promote your
business in the right way. You can consider using both traditional and digital marketing tactics to promote
businesses exponentially.

Dependingon your business type and marketing requirements, you can select the traditional marketing
tactics suitable to your business preferences. We hope by now, you possess a greater understanding of
different marketing tactics and canmake wise decisions while framing your business marketing strategy.

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CHAPTER 6

IMAGES OF SAPOTA

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CHAPTER 7

CONCLUSION
The project describes the marketing of the rural product as a whole Sapodilla (Sapota/chikoo) is a
wholesome fruit that abounds with all essential nutrients, including dietary fibres, iron, calcium,
antioxidants and vitamins A, C, and B complex. When takenin moderate amounts help in boosting
energy, brain health, vision and immunity. This fruitis best relished as such or can be made into desserts,
smoothies, milkshakes, to obtain thetremendous benefits it delivers for uplifting both physical and
mental health.
The backgound of the product(chikoo) describes about the origin and harvesting of the fruit and its
economic importance,with the estimated marketing rate etc.It confess the new ideas provided and
modern approaches towards the marketing and economic development
,health benefits,types of soils that should used.
This section includes the differences between the traditional and modern marketing systemprofits after
using modern approaches etc.
By this activity we get the knowledge about the rural marketing,products and cultivation of the products
that are useful to the human day to day needs and as chikoo is a seasonal fruit we get to know about its
characters ,health benefits its marketing stratergy and the contribution to the states and farmers
economy.

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REFERENCES
 https://www.fruitsinfo.com/fruit-facts/2021/02/manilkara-zapota-benefits-and-nutrition-facts/

 https://www.google.com/search?q=nutrients+of+chikoo+fruit+images&hl=en&sxsrf=ALiCzsaoR
G1bnyFSecdoH63ydGbk0llldw:1672396724035&source=ln

 https://www.agrifarming.in/top-15-steps-to-boost-sapota-sapodilla-chiku-yield-how-to- increase-
fruit-size-quality-and-production

 https://www.ceicdata.com/en/india/area-of-horticulture-crops-in-major-states-fruits- sapota/area-
horticulture-crops-fruits-sapota-karnataka

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