Rural marketing low investment - high impact campaigns

Rural Marketing campaigns

that work.....

Sai Vinoth

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Rural India at a glance

52 % of Population

Contribute 46% FMCG

Spend , 23% in durables

49.5% Tele density

41% of households with

non-agriculture income

17.94 Crore Rural Households

71.2 % literacy rate

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwi-8LPGourLAhUBE5QKHei1DlYQjRwIBw&url=http://sourcedigit.com/4628-unilever-internet-org-internet-access-can-increased-reach-across-rural-india/&psig=AFQjCNHCw6-Iz9sgRuBzsb13V61zq2W9-g&ust=1459491073758450

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http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjcvt7zpurLAhVCGpQKHTPmDfsQjRwIBw&url=http://www.trekearth.com/gallery/Asia/India/South/Tamil_Nadu/Madurai/photo333696.htm&bvm=bv.118353311,d.dGo&psig=AFQjCNFwjJtRY4d-5fDCegOYAAjbr-mUhA&ust=1459492358653308

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Rural India at a glance

Top 3 Spends

Jewelry Consumer Goods Education

Products with double digit growth in FY15

Top 3 Spends

Baby Oil Hair Oil Shampoo Tooth Powder Beverages Milk Products

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjeiuiIrerLAhUEkJQKHe0UDvsQjRwIBw&url=http://www.dsm.com/corporate/sustainability/profit/sustainable-business-models/base-of-the-pyramid.html&bvm=bv.118353311,d.dGo&psig=AFQjCNFu6vZ6PB2tPViiN-qK0PgHHZtRgg&ust=1459494006854596

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjT7-TMrerLAhWKp5QKHT7GAWkQjRwIBw&url=http://www.gold.org/jewellery/india-market&bvm=bv.118353311,d.dGo&psig=AFQjCNELLrmZqyiZZIlF5F-9SBhsxKqRFg&ust=1459494158686392

https://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjisLi-uOrLAhXHnZQKHSdPAZsQjRwIBw&url=https://spellboundstories.wordpress.com/bookshop/babies-and-a-bit-older/&bvm=bv.118353311,d.dGo&psig=AFQjCNFRA5kEvpDAotb-jPIoEbdHEPZKqA&ust=1459497041434288



https://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwi0l-a_z-zLAhXCj5QKHaqiAl0QjRwIBw&url=https://conceptdraw.com/a3182c3/p56/preview/640&psig=AFQjCNH9KIfrbMiTl0hd1T9aghaJrtkQdw&ust=1459571886126847

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Rural Consumer characteristics: FMCG

Corner shop or Kirana

Friends , shop owner influences, Free

drives

TV, magazines at Barber shop,

village library, hoardings

Brand conscious, substitution

high, loyalty ???.

Brands, celebrity association, packaging

size

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjXmabiyerLAhUCkZQKHfVyBjYQjRwIBw&url=http://www.holiday-clipart.com/clipart/holiday/thanksgiving/thanksgiving_238960.html&bvm=bv.118353311,d.dGo&psig=AFQjCNH-0q_sGjG7JxRfhexlVAb81mMPCA&ust=1459501715072397


http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjahcnv7OzLAhVIpZQKHdFICV4QjRwIBw&url=http://www.livemint.com/Leisure/VDHvuW41zjOiYJemVTDLwM/Survivors-from-the-1800s-to-now.html&bvm=bv.118443451,d.dGo&psig=AFQjCNG9zdHhcucHMt6Ir6jU6pVrC5gkhQ&ust=1459579756728705

https://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjisoOW7uzLAhXCKZQKHaNvBlwQjRwIBw&url=https://areexaminedlife.wordpress.com/category/uncategorized/&bvm=bv.118443451,d.dGo&psig=AFQjCNEpM0ju4I1DfKxGfCmsopUdPeR8jQ&ust=1459580168487323

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjMiL_67uzLAhUBG5QKHSnIDoQQjRwIBw&url=http://flickrhivemind.net/Tags/barbershop,india/Interesting&bvm=bv.118443451,d.dGo&psig=AFQjCNGoD-GLpmvSkoPiCSFwfXL6bNyw1Q&ust=1459580283266904

Rural Consumer characteristics: Consumer durables

63% buy when they need it Hops to near by town

Family, friends, shop

owner influence

Brand conscious

TV, Radio, magazine information sources

Value high on functionality, looks matter

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjR4-jYuurLAhXMGJQKHZ6zATUQjRwIBw&url=http://www.freepik.com/free-icon/arrow-down-pointing-to-horizontal-line_750990.htm&bvm=bv.118353311,d.dGo&psig=AFQjCNFRA5kEvpDAotb-jPIoEbdHEPZKqA&ust=1459497041434288

https://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjfi6Dox-rLAhWCW5QKHZbSBRMQjRwIBw&url=https://www.pinterest.com/mimirhodes/stick-figure-ideas/&bvm=bv.118353311,d.dGo&psig=AFQjCNE-CedS4uRcOSMqhWeL2IVdMfnTTQ&ust=1459501179784491

https://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjb3MezyerLAhVBkJQKHc-ACWsQjRwIBw&url=https://openclipart.org/tags/TV&bvm=bv.118353311,d.dGo&psig=AFQjCNG9mC3V8IVWuoCOMXzsO7kALZsipA&ust=1459501595537500



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Rural Consumer Characteristics: Implements

Prefers own instead of

rental, prestige

Service at Village center

Or dealer Prefers a dealer

who can help in all

paper work

Prefers to buy through

subsidy

Co-farmer, friends , dealer

influence

Must look

rugged &

robust

Hops to town < 25 Km

Extension services,

hoardings, banks major

sources of information

http://4.bp.blogspot.com/-RHAfaqgYyWc/U19GrQXGZCI/AAAAAAAALfQ/O_HFtL0e18U/s1600/Farmer4.tif

Marketing campaigns that work: wall paintings

House Shops/Dabha

Community play ground Rice Mills/ College

Community halls

Under pass/ Culvert

Marketing campaigns that work: Vehicles

Buses, Water Tanks, Auto,Cycle

Rickshaw

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwi-19fWie3LAhUBF5QKHWKmA1wQjRwIBw&url=http://hyderabad.quikr.com/Auto-Ads-35-W0QQAdIdZ214419793&bvm=bv.118443451,d.dGo&psig=AFQjCNE09Mrl6pQhyPmwlkIztewjhszEZg&ust=1459587356129354

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjMmOP2iu3LAhUMp5QKHVzMBl4QjRwIBw&url=http://www.indiamart.com/ghanshyamengineeringindustries/advertisement-tricycles.html&bvm=bv.118443451,d.dGo&psig=AFQjCNHJ0-M7MOL_U_Zf5uAkxAdsA4-qpw&ust=1459587923854798

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwje393BpO3LAhWFnZQKHVzEC1MQjRwIBw&url=http%3A%2F%2Fwww.skyscrapercity.com%2Fshowthread.php%3Ft%3D907864%26page%3D578&bvm=bv.118443451,d.dGo&psig=AFQjCNH85O2hF2O5g6TVFNiL5IiYrlRNRg&ust=1459594718656426

Marketing campaigns that work: Premises marketing

Places of worship Tea Shops

Repair shops

Public Health Centres

Villages offices

Effective for

personal care,

industrial products

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwixku6Hm-3LAhXFj5QKHWWiDVIQjRwIBw&url=http%3A%2F%2Fwww.thehindu.com%2Fnews%2Fcities%2Fchennai%2Fkancheepuram-women-have-more-faith-in-phcs%2Farticle5483763.ece&bvm=bv.118443451,d.dGo&psig=AFQjCNGFxPQefk5V08HMASmfPJTFGos_lw&ust=1459592216324856

Marketing campaigns that work: Events marketing

Local events

Festivals

http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwj-9ejnq-3LAhVGHpQKHdPOAGsQjRwIBw&url=http%3A%2F%2Fwww.templedetails.com%2Fmadurai-chithirai-thiruvizha%2F&bvm=bv.118443451,d.dGo&psig=AFQjCNEufQRow8PKT3Nba_whZZ1LSmmigA&ust=1459596734658487

Thank You

Browne & Mohan

Board & CEO Advisors, Management Consultants

38 2nd Floor, 8th Main, 8th Cross, Jayanagar 2nd Block

Bangalore-560 011

Ph: +91-80-26565164/40951170

www.browneandmohan.com

http://www.browneandmohan.com/

Rural marketing low investment - high impact campaigns

Business

Transcript of Rural marketing low investment - high impact campaigns