Rural marketing sucess stories

8/14/2019 Rural marketing sucess stories

1/8

RURAL MARKETING -RURAL MARKETING -

REAL SUCESS STORIESREAL SUCESS STORIES


2/8

MARICO INDUSTRIESMARICO INDUSTRIES

With objective of creating awareness forWith objective of creating awareness for

Parachute Coconut Oil pouches in towns lessParachute Coconut Oil pouches in towns less

than 20,000 population in tamil nadu & in orderthan 20,000 population in tamil nadu & in order

to convert loose oil buyers into parachute pouchto convert loose oil buyers into parachute pouchcustomer,customer, Marico launched a van campaignMarico launched a van campaign. The. The

communication strategy focused on gettingcommunication strategy focused on getting

women out of their homes to participate in vanwomen out of their homes to participate in van

campaign, which was aimed exclusively for themcampaign, which was aimed exclusively for them& for the first time conducted by women.& for the first time conducted by women.


3/8

MARICO INDUSTRIESMARICO INDUSTRIES

RESULT FOR CAMPAGINRESULT FOR CAMPAGIN ::

A study by Marico revealed that 25%A study by Marico revealed that 25%conversion from loose coconut oilconversion from loose coconut oilusage to Parachute pouch pack, postusage to Parachute pouch pack, postvan campaign & a substantialvan campaign & a substantialincrease in sales from campaignincrease in sales from campaignareas.areas.


4/8

ACC Limited ACC Suraksha CementACC Limited ACC Suraksha Cement

In a market dominated by graded cements in theIn a market dominated by graded cements in the

semi urban/rural areas of Karnataka, ACC Cementsemi urban/rural areas of Karnataka, ACC Cement

venture out to establish the superiority of ACCventure out to establish the superiority of ACC

suraksha blended cement & build an image of asuraksha blended cement & build an image of aPremium Cement for the brand.Premium Cement for the brand.

To reach the opinion leaders viz. Architects,To reach the opinion leaders viz. Architects,

Engineers, Contractors etc. , the assistance of theEngineers, Contractors etc. , the assistance of the

regional local pressregional local press was sought & otherwas sought & other DirectDirect

Marketing effortsMarketing efforts such as field meetings with smallsuch as field meetings with small

groups of customers were used.groups of customers were used.


5/8

ACC Limited ACC Suraksha CementACC Limited ACC Suraksha Cement

RESULT FOR CAMPAIGN :RESULT FOR CAMPAIGN :

A post campaign study initiated byA post campaign study initiated by

ACC revealed tangible improvementACC revealed tangible improvementin off-take in the state of Karnataka &in off-take in the state of Karnataka &

an extremely positive response froman extremely positive response from

dealers, who believed that thedealers, who believed that thecampaign helped in strengtheningcampaign helped in strengthening

their hands.their hands.


6/8

Other Live ExamplesOther Live Examples

HUL started operation Bharat to tapHUL started operation Bharat to tap

rural market . Under this operation itrural market . Under this operation it

passed out low-priced samplepassed out low-priced samplepackets of its toothpaste, fairness-packets of its toothpaste, fairness-

cream, Clinic plus shampoo & Pondscream, Clinic plus shampoo & Ponds

cream to 20 million HHcream to 20 million HH..


7/8


BPCL introduced Rural Marketing VehicleBPCL introduced Rural Marketing Vehicle

as their strategy for rural marketing. Itas their strategy for rural marketing. It

move from village to village & fills cylindermove from village to village & fills cylinder

on the spot. BPCL therefore introduced aon the spot. BPCL therefore introduced a

smaller cylinder to reduce both the initialsmaller cylinder to reduce both the initial

deposit cost as well as the refilling cost.deposit cost as well as the refilling cost.


8/8


Escort positioned their bike in ruralEscort positioned their bike in rural

markets by endorsing Dharmendra, withmarkets by endorsing Dharmendra, with

the tag line Jandar Sawari, Shandarithe tag line Jandar Sawari, Shandari

Sawari. Result was whooping sales.Sawari. Result was whooping sales.

Rural marketing sucess stories

Documents

Transcript of Rural marketing sucess stories