RURAL MARKETING

Rural Communication by various brand in

India

Bru’s Rural Recipe• Task • To reach to a wider customers• Brand Activation• Increasing penetration of coffee in rural areas

• Strategy•Using Audio Visual instruments to spread brand awareness• Providing Free samples

• Target states•Andra Pradesh•Karnataka

• Agency• O&M (Ogilvy & Mather)

Challenges• Penetration of instant coffee is low• Tea and Filter Coffee is mostly preferred in these areas• Nescafe Brand is more preferred• Different communication for different group of beverage drinkers

Act• 120 local youth with portable DVD players and screens

strapped on their chests move from door to door.•  Each communicator has a target of knocking on 50

doors a day.• standardise the message through a DVD player loaded

with three films aimed at different types of drinkers. • Depending on the beverage consumed in a household,

the relevant film was played.• Bru Instant coffee sachet sample was given, thus

completing the process of awareness, interest & trial

Result• 2.4 million households have been contacted in 2010.• HUL's coffee brand Bru, bagged 2 gold awards at the third edition of the Rural Marketing Association of India (RMAI) Awards.

ITC

About ITC

• ITC Limited or ITC is an Indian conglomerate headquartered in Kolkata, West Bengal. Its diversified business includes five segments: Fast Moving Consumer Goods (FMCG), Hotels, Paperboards & Packaging, Agri Business & Information Technology.

Key Rural Marketing Strategies employed by ITC• By communicating and changing quality perception • By proper communication in Indian Language • By understanding cultural and social values • By developing rural specific products • By adopting localized way of distribution. • By giving Indian words for brands

e-Choupal

o e-Choupal is an initiative of ITC Limited, a conglomerate in India, to link directly with rural farmers via the Internet for procurement of agricultural and aquaculture products like soybeans, wheat, coffee, and prawns

o The programme installs computers with Internet access in rural areas of India to offer farmers up-to-date marketing and agricultural information.

o Today the initiative of ITC has empowered the lives of people living in 10 states where 40000 villages have 6500 e choupals and around 4 million farmers have been empowered

How communication is done

• Each ITC Limited kiosk is run by a sanchalak — a trained farmer. • The computer is housed in the sanchalak's house and is linked

to the Internet via phone lines or by a VSAT connection. • Each installation serves an average of 600 farmers in the

surrounding ten villages within about a 5 km radius. • The sanchalak bears some operating cost but in return earns a

service fee for the e-transactions done through his e-Choupal. • The warehouse hub is managed by the same traditional middle-

men, now called samyojaks

CHALLENGES FACED

• Technology Innovation • Cooperation with Government Bodies Infrastructure Barrier • Enhance Publicity and Training • Simplify Interface of e-choupal Knowledge Barrier • Extend lifecycle of equipment • Increase revenue by adding advertisements Cost

Tata Tea’s Gaon Chalo Initiative

Tata Tea launched 'Gaon Chalo‘ (2005), a rural distribution initiative where villagers were roped in to sell Tata tea products to other people in the village.

This helped in boosting rural income It also solved the company' problem of

tackling the final leg of rural distribution.

AIM

Increasing Sales of Tata Tea’s sub brands Kanan Devan and Chakra

Boosting family income of people involved in tea business right down to the last person in the supply chain.

Increase coverage of the product

In 2005,Tata Tea started a small project in a village near Varanasi.

In the next year, Tata Tea tied up with 12 NGOs to facilitate its reach across UP

Appointed 500 rural distributors to cover 20,000 retailers. NGOs acted a main distributors collecting Tata tea products

on credit and would supply to fixed number of villages Tata Group set aside around Rs.7 million worth of good for

rural distribution in 70 districts.

Benefits According to AC Nielson Audit, Tata Tea improved its

all India share from 18% in 2006 to 21.4% in 2008. NGOs were benefited as their image and financial

position improved. This project gave them sufficient funding when the

international funding was shrinking down. An average small retailer earned an additional

monthly income of Rs.300 to Rs.1000. An average mobile rural distributor earned an

additional monthly income of Rs.5000 to Rs.7000.

Fair & Lovely Vani Initiative

TargetRural corners of West

Bengal

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•  FAL Vani operates under the aegis of Hindustan Unilever's Project Shakti, a network spread across 18,624 villages in the states of Tamil Nadu, Andhra Pradesh, Maharashtra, Uttar Pradesh, Bihar and West Bengal. • FAL Vani is engineered to empower rural women in earning a livelihood, while improving the distribution and reach of FAL.

• HLL engaged ‘Ogilvy Outreach’ – Communications were made in form of flyers, jingles & travelling cinema vans

• Local actors, magicians, dancers etc were hired to perform at various fares (melas) and to spread awareness about various products from HLL.

Product Communication

• FAL Vani is a trained HUL employee who conducts the baithak programme 

• 30-40 women of age group 25-30 attend this baithak• Demonstrating the right method of applying FAL. • This is followed by an 'application challenge', where a dozen women from the crowd are given a minute to apply FAL: the one who applies it the fastest and in the right way wins.

• Villagers are engaged with games and competitions

Fair and Lovely Foundation

1. Scholarships  - HUL provided scholarships of Rs.1,00,000 to over 600 deserving girls

2. Career Fairs – To Date 600,000 students have been benefited through FAL career fairs

3. Shikhar – Aims at aspiring girls through TV presentation of stories of women achievers

4. Project Suvarna-Training of women athletes in the age group of 12,14,16 and 18.

5. Project Swayam- Under this project,women are trained to become teacher of pre-school.After completion of this training women could start their own school, thusthey get an opportunity to earn their living