Rural Marktng Ppt

7/30/2019 Rural Marktng Ppt

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RURAL COMMUNICATION

STRATEGY

PRESENTED BY:-

VIKRAM JAISWALPRASHANT RAI


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Effective Communication goes a long way in establishing the right

Messages and thereby more interaction with Potential Customers.Communication, however, is not complete if there is no feedback

It is very important to re enforce messages.

RURAL MEDIA

1. MASS MEDIA

TV,Radio,Cinema,Theatre,W-O-M,Video on Wheels.

2. TRADITIONAL MEDIA

Puppet Shows,Haats and Melas,Wall painting,Posters.

RURALCOMMUNICATION


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Factors Affecting Rural Communication

Literacy level

Media Habits

Traditional approach

High resistance more so initially

Lavish at occasions (eg Marriage)

Purchasing power also depending on weather- the crops

Inequitable distribution of wealth

Too many languages

Culture


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Dabur uses Astra to boost rural

salesShopkeepers selling Dabur India's consumer products would now

learn marketing through role-plays staged by professionalactors at their shops. As part of a recent initiative titled Astra,advanced sales training for retail ascendance, FMCG major has

recruited 75 sales and HR managers across the country whowould educate over 2,000 distribution channel partners of thefirm about the complexities of sales and distribution throughthe audio-visual medium

Dabur has a distribution reach of 25 lakh retail outlets acrossthe country. About 75 per cent of the company's sales come

form rural areas, hence, it has created the Astra trainingconsultancy module in five vernacular languages, Bengali,Tamil, telungu, Malayalam and Kannada


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Brooke Bond Lipton

India Ltd (BBLIL)Brooke Bond Lipton India Ltd (BBLIL) markets its ruralbrands through magic shows and skits. Reckitt and

Colemen uses NGO's inrural

areas to educate customersabout product benefits which establishes one to onecommunication channels.

HLL's Operation Bharat to tap the ruralmarkets. Under this operation it passed out lowpriced sample packets of its toothpaste, fairnesscream, Clinic Plus shampoo, and Ponds creamto twenty million households. Today, thesebrands have a flourishing market in rural India.


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PHILIPS INDIA LTD. - ELECTRONIC ENTERTAINMENT

EQUIPMENT

Objective - Promote Phillips Electronic Entertainment products,viz., Stereos and CTVs, among the rural population of TamilNadu.

Communication Strategy - Based on information regarding buyerbehavior.

'Philips Super Shows' were conducted in five district headquarterswith the intention of motivating dealers as well as opinion leaders togenerate word-of mouth publicity, as a first step.

This was followed by extensive van operation in 5000+population areas with audience participation techniques formouthing the brand, supported by mass media campaign inregional press (district wise edition), rural cinemas, radio, wallpainting and intensive merchandising activities.


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Marico Industries - Parachute Coconut Oil Pouches

With the objective of creating awareness for ParachuteCoconut Oil pouches in towns with less than 20,000 populationin Tamil Nadu, and in order to convert loose oil buyersinto Parachute pouch customers, Marico Industries launcheda van campaign. The communication Strategy focusedon getting women out of their homes to participate inthe van campaign, which was aimed exclusively for themand for the first time conducted by women.

Result - A study by Marico showed a 25per cent conversion from

loose coconut oil usage to Parachute Pouch Pack, post vancampaign and a substantial increase in sales from thecampaign areas


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ACC Limited - ACC Suraksha Cement

In a market dominated by graded cements in the semi urban/ruralareas of Karnataka, ACC Cement ventured out to establish thesuperiority of ACC Suraksha blended cement and build an image ofa Premium Cement for the brand . To reach the opinion leadersviz. Architects, Engineers, Contractors, etc .the assistance of theregional local press was sought and other Direct Marketing efforts

such as field meetings with small groups of masons & customerswere used.

Result -A post-campaign study initiated by ACC revealed tangibleimprovement in off-take in the state of Karnataka andan extremelypositive response from dealers, who believed that the campaign

helped in strengthening their hands.

Source: Anugrah Madison

Advertising Pvt. Ltd.


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Success Stories in Rural Market

Lever's Breeze soap

A1 Tea,

Britannia's Tiger biscuits,

LG's Sampoorna

502 Pataka Chai, the tea brand.


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Rural Promotion

Promotion is the process of marketingcommunication to inform, persuade, remind and

influence consumers or users in favor of your

products and service .

The

Product

The

Company

Buyer

Channel


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The Promotion Media

Newspaper : Eenadu(A.P), Daily Thanthi (Tamil Nadu), Punjab Kesari (North),

Loksatta (Maharashtra), Anand BazaarPatrica (West Bengal), Daink Baskar(North)

Television: Sun TV (Tamilnadu), Asianet

(Kerla), Eenadu( AP), Aplha Punjabi(North), Aplha Mararthi (Maharashtra).


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Radio: Radio reach is highest in Kerla (62%) followedby Tamil Nadu (35%) and Karnataka (32%). Example

: Colgate, Jyoti Labs, Zandu Balm are some of thecompany using radio communication programme.

A ten second spot in Regional station would costonly about Rs. 2000/-


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Cinema :1. Films on products like Vicks, Lifeboy,Colgate and Shampoos are shown in rural cinemas

halls.2.LIC and Private insurance companies have beenshowing short movies in rural theatres to createawareness about life insurance

Outdoor Advertisement

Form of media which includes signboard, wallpainting, hoarding tree boards bus boards etc.


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Direct Mail Advertising:

Mailers for seed and pesticides to be sent as per

agricultural season.Direct mailers on consumer durables to be sent during

the harvesting season so that the farmers will,. havemoney for purchasing the same.


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Farm to Farm / House to House

Many LIC agents and companies dealingwith high value consumer durables have

tried this approach with success in richrural areas.

ACC representatives retailers makehouse-to house visit and give information

about product stability.


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Group Meeting

The Banker once in a week visit a villageget the villagers in school hall or

Panachyat office and explain to thevillagers the various financial facilitiesoffered by the bank

MRF conduct tractor owners meet in

association with local distributors.


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Opinion Leaders

Asian Paints promoted its Utasv brand ofpaint by painting the village Sarpanchs

house a few months prior to the launch todemonstrate that the paint does not peeloff and is an ideal replacement of chuna.

The health development assistant of HUl

regularly meets school teachers topromote Lifeboy soap in Villages.


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The Melas( It is estimated that over 20,000 melas are conducted everyyear)

Paint compaines supooerting Pola fair inMaharashtra by painting the horns of the

bulls.

Sonepur Mela, Vaisakh Purnima Mela(Bihar).

Navaratri Fair, Ambaji (Gujarat)

Naucahndi Mela, Ramlila Mela(UP)

Kartik Mela, Gwalior Trade Fair( MP)


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Haats( On certain days of the week , both the sellers and buyersmeet in the villager to buy and sell goods and services).

Parachut Oil, Nirma washing powder andtiger brand biscuits have been promoted

through haats.

About 40,000 Haats are held in rural areasin our country, highest number haats in

U.P (10,000).


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Audio Visual Van

(The van is a mobile promotion station having facilities forscreening films, slides and mike publicity.Nippo promotes batteries through specially

designed vans called melavans. The van are

equipped with TV/VCR for showing productsawareness films.

Colgate India makes extensive use of VANs.

ITCs mobile Vans take the message of e-choupal

to new village.


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Rural Marktng Ppt

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