International Journal of Research in Marketing Management and Sales
2020, Vol. 2, Issue 2, Part A
Products marketing policy for small scale consumer products
Dr. ARR Menon and Dr. RG Vishnu Menon
The development and implementation of a product marketing policy is necessary in small scale industries to boost the sales of their products. Since the small unit does not have a strong marketing network to move their products a strong marketing management programme is highly required based on various marketing strategies and tactics. Even though the government policies are in favour for generating employment opportunities in village and farmer communities, utilising the locally available natural resources, the producers are not getting sustainable income due to lack of knowledge in marketing strategies. Most of the Government of India programmes, like, Department of Science and Technology ISTED (Innovation, Science, Technology and Entrepreneurship Development) project are running in progressive mode, but, the marketing aspects with respect to economic empowerment is poor. The need for establish a strong marketing policy for sustainable income generation for such small scale production units are highlighted in the present paper, in the light of various marketing strategies and marketing tactics.