Rural Communication Strategy
Transcript of Rural Communication Strategy
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Challenges in Rural Communication Low literacy levels Poor media reach and exposure
Variations in reach of media
Vast, heterogeneous and diversely spread audience Variations in level of literacy
Rural markets are largely media dark or media grey Communication requirements are:
Identification of the right medium Development of region specific consumer profiles Design of effective communication
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The Communication Problem
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ScheduledLanguages
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Languages with
widespread use47 in primary education
98 in print media71 in radio; 13 in films
Local Vernaculars
114 recognized varieties
National Languages
English and Hindi
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Understanding the Rural Audience
Two distinct sets of audiences in rural India: A growing number of educated upwardly mobile,
aspirational with exposure to mass media Poor illiterate masses who cannot be reached with mass
media
High degree of involvement in purchase decision withrole of influencers
Communication has to generate word of mouth
publicity Strong association with colours, numerals and visualsVariations in perceptions, traditions and values in
different parts of the country
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The Communication Process
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SENDER EncodingMESSAGE
MEDIADecoding
RECEIVER
NOISE
ResponseFeedback
The message may not be received as sent due to:Selective attentionSelective distortionSelective recall
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Profiling Target Audience Probing and profiling the buyer, the user and the
influencer Social classes and intentions Consumer receptivity
use of colours and slogans
Growing brand consciousness Traditional lifestyles Collective decision making Identification of purchase needsValue for Money
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Determining Communication Objectives
The communication objectives can be to: Bring about AWARENESS
Create INTEREST Move to CONVICTION and DESIRE Persuade the customer to buy - ACTION
Be clear as to which communication is looking atwhich element of the response
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Determining Communication ObjectivesPromotional
ElementCommunication Achieved
AICDALevel
Market
demonstrations
Prospect identification A,I
Farmers Meets Interest to action I,C,D,A
Video Vans Excitement, Announcement A,I
Personal Selling Understand and Explain C,D,A
Opinion Leaders Word of Mouth C,D,A
Mechanics Influence C,D,A
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Determining Communication ObjectivesPromotional
ElementCommunication Achieved
AICDALevel
Wall Paintings Awareness, Information A,I
HandbillsAwareness, Information, Clarifying
doubtsA,I
Dealer POP Awareness, Information A,I
Audio Jingles Awareness, Information, Excitement A,ICalendars,
MerchandiseAwareness, Information, Recall A,I
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Designing the Message Message Content
Rational (self interest), emotional (positive or negative)or moral (what is right and proper) appeal
Simple and local language Message Structure simple, short and self-
explanatory; mainly pictorial Message Format linking benefits to product
attributes Context Association use a true rural environment Message Source should be likeable, trustworthy and
seen to be an expert
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Message Effectiveness Simple; communicators also need to understand that
words have different meanings in different regions Pictorial presentations improve recall Form
Utilitarian to influence attitudes and preferences Narrative to increase attention
Trustworthy, likeable and expert source Context association to create interest and improve
comprehension
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Communication Channels Personal
Advocate Company sales people Expert Social
Neighbours, friends, family members (most
effective in rural)
Non-personal Mass media print, broadcast, electronic and display
Atmospheres
a packaged environment Events
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Promotion MixAdvertising to build a long term image Sales promotion coupons, contests, demonstrations
and sampling Direct marketing
one to one communication
Public relations and publicity has higher credibility Sales force
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Factors in Setting the Promotion Mix Type of product market consumer goods rank
advertising, sales promotion, sales force, publicrelations in that order
Push Use of sales force and trade promotion OR
Pull Use of advertising and consumer promotion to create
demand
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Factors in Setting the Promotion Mix Buyer Readiness Stage
Product Lifecycle Stage
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STAGE Promotional Tool
Awareness Advertising and Publicity
Interest Advertising and Publicity
Desire Sales Promotion
Action Sales Force, Direct Marketing
STAGE Promotional Tool
Introduction Advertising and PublicRelations/Publicity
Growth Toning down since momentum achieved
MaturitySales Promotion, Advertising and Sales
Force
Decline Sales Promotion
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Creating Advertisements for Rural
Audiences
Understanding the mindset of potential customers Picking up local idioms, expressions and wordsAvoid using tricky, gimmicky or even suggestive
advertising Combine education with entertainment Short television commercials do not work in rural
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Rural Advertising Production
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Global Positioning - English
Regional Adaptations
Hindi for North, Tamil for South,Bengali for East, Marathi for West
Area specific adaptation Example Punjabi for Punjab
Last Destination Adaptation Rural dialect, colour and motif
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Rural Media
Conventional MassMedia
Non-conventionalMedia
Personalised Media
Television Haat and Mela Direct Mailers
RadioFolk Media like
puppet show, magicshow
Point of Sale Demonstration,
Leaflets
Press Video Van Word of Mouth
Cinema MandiInterpersonal
Communication
Outdoor Animator
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Mass Media Radio is cheapest but share of pie in rural is only 2% Involvement with advertisements is very low Television ownership 19% in rural. Community viewing
increases viewership Fastest growing but limitations due to availability ofelectricity and clash of value systems
Cinema has universal appeal but is experiencing adownturn due to lack of facilities and the fact that it is not
free Print is reasonably popular. Rural people however more
interested in local news rather than national andinternational
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Mass Media Wall Paintings is most widespread and is the favourite of
rural masses Economical and can be customised to local language.
Audience recall rates are high Lack of availability and quality of walls and painters limits
their use Exclusive rights not available to companies
Outsourced operation with loose controls Close monitoring is therefore essential
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Mass Media Reach Television has the highest reach by SEC, village class,
age group or gender This is followed by radio, then press, cinema and cable
and satellite In bigger villages (5Kand more) press has higher reach
than radio and C an S higher than cinema Reach for almost all media as we move from the teens
to the older ages Reach of all media lower for females lower than that of
males due to value systems in rural
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Folk Media Folk Theatre used mainly for socially relevant issues. Folk
songs and dances also used extensively Magic Shows Entertaining and raising curiosity
Puppet Shows
linked to religious ceremonies Interactive Games Availability of right kind of troupe and high costs are
limitations of folk media Focus should not be purely on brand promotion
Venues and timing of campaigns should be plannedcarefully The medium and the troupes should gel with the culture of
the region
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Video Van Used for promotion, sampling and demonstrations Film shows are the main attractionVery high cost of operationAttract lots of children who are neither users,
influencers or decision makers
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Haats Sunday markets most popular Cater to 15 to 20 villages Used more for sales promotion rather than brand
buildingAlso used for live demonstrations Haat campaigns should plan three outings
1. For awareness
2. Sales promotion and conversion3. Long term business relationship with haat sellers
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Melas Start with Top 100 commercial melas and then move to
smaller melas Target melas closer to larger villages and those that last
longer Melas cater to a larger audience and a place for
entertainment and shopping Melas attract families whereas haats are male
dominated
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Personalized Media Point of Purchase
Displays low size of shops are a serious limitation;retailers prefer to push spurious/fake brands and hence
do not display POP Demonstrations
Direct Mailers Personalised with audience selectivity used for testing
and measuring of results
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Rural Media Flow
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OPINIONLEADERS
RURAL MASSES
The ideal media model is to influence the opinion
leaders before targeting the rural consumer
Press and direct marketing are most effective for this
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Media Innovation Rural communication through 10,000 National Service
Volunteers whose job is to create awareness on socialissues
Appointment of female communicators (Pracharinis)by HUL to target health and hygiene issues throughgrass roots level animation
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Communication Strategy by Situation Launch of a new product lack of awareness of the
product itself demonstrations and use of opinionleaders. Examples Hair dye, jeans
Launch of a new brand
creating awareness andpromoting brand shift. Efforts also need to be made forretailers to stock the brand
Existing reminder advertising and sales promotion
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In rural IndiaAWARENESS is the most
difficult determinant ofconsumption