rural mkting presentation

8/7/2019 rural mkting presentation

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Advertising Strategies In Rural Market

ByM.GowthamRoll No:14


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D abur uses Astra to boost rural

salesShopkeepers selling D abur India's consumer products would nowlearn marketing through role-plays staged by professional actors attheir shops. As part of a initiative titled Astra, advanced salestraining for retail ascendance, FMCG major has recruited 75 salesand HR managers across the country who would educate over 2,000 distribution channel partners of the firm about the complexitiesof sales and distribution through the audio-visual medium.

Dabur has a distribution reach of 25 lakh retail outlets acrossthe country. About 75 per cent of the company's sales comeform rural areas, hence, it has created the Astra training consultancy module in five vernacular languages, Bengali,Tamil, telugu, Malayalam and Kannada


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Brooke Bond Lipton

India Ltd (BBLIL)Brooke Bond Lipton India Ltd (BBLIL) markets its rural b rands through magic shows and skits. Reckitt and Colemenuses NGO's in rural areas to educate customers a b out product b enefits which esta b lishes one to one communication channels.

HLL's Operation Bharat to tap the rural markets. Under this operation it passed out lowpriced sample packetsof its toothpaste, fairness cream, Clinic Plus shampoo,and Ponds cream to twenty million households. Today,these brands have a flourishing market in rural India.


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PHILIPS IN D IA LTD . - ELECTRONIC ENTERTAINMENT EQUIPMENT

Objective - promote Phillips Electronic Entertainment products, viz.,Stereos and CTVs, among the rural population of Tamil Nadu.

Communication Strategy - Based on information regarding buyer behavior.'Philips Super Shows' were conducted in five district headquarters with the intentionof motivating dealers as well as opinion leaders to generate word-of mouth publicity,as a first step.

This was followed by extensive van operation in 5000+ populationareas with audience participation techniques for mouthing the brand,supported by mass media campaign in regional press (district wiseedition), rural cinemas, radio, wall painting and intensivemerchandising activities.


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Marico Industries - Parachute Coconut Oil Pouches

W ith the objective of creating awareness for Parachute Coconut Oilpouches in towns with less than 20,000 population in Tamil Nadu, andin order to convert loose oil buyers into Parachute pouch customers,Marico Industries launched a van campaign. The communication

Strategy focused on getting women out of their homes to participate inthe van campaign, which was aimed exclusively for them and for the

first time conducted by women.

Result - A study by Marico showed a 25per cent conversion from loosecoconut oil usage to Parachute Pouch Pack, post van campaign and asubstantial increase in sales from the campaign areas


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Success Stories in Rural Market

Lever's Breeze soap A1 Tea, Britannia's Tiger biscuits,


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Rural PromotionP romotion is the process of marketing communication toinform, persuade, remind and influence consumers or users infavour of your products and service .

TheProduct

TheCompany

Buyer

Channel


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The Promotion Media

Newspaper : Eenadu(A.P), D ina Thanthi (Tamil Nadu), Punjab Kesari (North),Loksatta (Maharashtra), Anand Bazaar Patrica ( W est Bengal), D aink 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%) followed by Tamil Nadu (35%) andKarnataka (32%). Example : Colgate, JyotiLabs, Zandu Balm are some of the

company using radio communicationprogramme.A ten second spot in Regional stationwould cost only about Rs. 2000/-


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Cinema :1. Films on products like Vicks,Life boy, Colgate and Shampoos areshown in rural cinemas halls.2.LIC and Private insurance companieshave been showing short movies in ruraltheatres to create awareness about lifeinsurance

Outdoor Advertisement

Form of media which includes signboard,wall painting, hoarding tree boards busboards etc.


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D irect Mail Advertising:

Mailers for seed and pesticides to be sent asper agricultural season.

Direct mailers on consumer durables to be

sent during the harvesting season so that the farmers will,. have money for purchasing the same.


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Farm to Farm / House to House

Many LIC agents and companies dealingwith high value consumer durables havetried this approach with success in richrural areas.

ACC representatives retailers makehouse-to house visit and give informationabout 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 inassociation with local distributors.


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Opinion Leaders

Asian Paints promoted its Utasv brand of paint by painting the village Sarpanchshouse 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 HUlregularly meets school teachers topromote Lifeboy soap in Villages.


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

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

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 buyers meet in the

villager to buy and sell goods and services). Parachut Oil, Nirma washing powder andtiger brand biscuits have been promotedthrough haats.

About 40,000 Haats are held in rural areasin our country, highest number haats inU.P (10,000).


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Audio Visual Van(The van is a mobile promotion station having facilities for screening

films, slides and mike publicity.

Nippo promotes batteries through speciallydesigned vans called melavans. The van

are equipped with TV/VCR for showingproducts awareness films.

Colgate India makes extensive use of VANs. ITCs mobile Vans take the message of e-choupal to new village.


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Thank You

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