RURALRURAL MARKETINGMARKETING

SALES PROMOTION STRATEGIES SALES PROMOTION STRATEGIES

ININ

RURAL MARKETRURAL MARKET

Submitted By:-

VIKAS DUBEY (B44)

ASHISH TIWARI (B35)

OVERVIEW OF RURAL INDIAOVERVIEW OF RURAL INDIA

�� TwoTwo thirdthird ofof thethe country’scountry’s consumerconsumer liveslives inin ruralrural areasareas..

�� AlmostAlmost halfhalf ofof thethe nationalnational incomeincome isis generatedgenerated fromfrom

ruralrural IndiaIndia

�� TheThe IndianIndian ruralrural marketmarket withwith isis vastvast sizesize andand demanddemand

basebase offersoffers greatgreat opportunitiesopportunities toto marketersmarketers..

�� TheThe ruralrural marketmarket accountaccount forfor halfhalf thethe totaltotal marketmarket forfor

Lights,Lights, fans,fans, pressurepressure cookers,cookers, bicycles,bicycles, washingwashing soap,soap,

salt,salt, toothpowder,toothpowder, etcetc..

�� TheThe ruralrural marketmarket forfor FMCGFMCG productsproducts isis growinggrowing muchmuch

fasterfaster thanthan thethe urbanurban counterpartcounterpart..

INTRODUCTIONINTRODUCTION

�� PromotionPromotion isis thethe processprocess ofof marketingmarketing

communicationcommunication toto inform,inform, persuade,persuade, remindremind

andand influenceinfluence consumersconsumers oror usersusers inin favourfavour ofof

youryour productsproducts andand serviceservice..

Dabur Amla oil Dabur Amla oil

�� Recently in villages of Madhya Pradesh on the Recently in villages of Madhya Pradesh on the occasion of Durga Pooja. The company made occasion of Durga Pooja. The company made their tents/ pandals, next to Mandirs and their tents/ pandals, next to Mandirs and sharing their products with prasad and giving sharing their products with prasad and giving free sachet and trails to the followers those free sachet and trails to the followers those were coming for prayers in the mandir. were coming for prayers in the mandir.

�� Shivpuri, Pohri, chachai, these are the villages Shivpuri, Pohri, chachai, these are the villages of madhya pradesh where Dabur has used this of madhya pradesh where Dabur has used this strategy.strategy.

Brooke Bond Lipton Brooke Bond Lipton

India Ltd (BBLIL)India Ltd (BBLIL)

BrookeBrooke BondBond LiptonLipton IndiaIndia LtdLtd (BBLIL)(BBLIL) marketsmarkets itsits ruralruralbrandsbrands throughthrough magicmagic showsshows andand skitsskits.. ReckittReckitt andand ColemenColemenusesuses NGO'sNGO's inin ruralrural areasareas toto educateeducate customerscustomers aboutabout productproductbenefitsbenefits whichwhich establishesestablishes oneone toto oneone communicationcommunication channelschannels..

HLL'sHLL's ‘Operation‘Operation Bharat’Bharat’ toto taptap thethe ruralrural marketsmarkets.. UnderUnder thisthisoperationoperation itit passedpassed outout lowlow––pricedpriced samplesample packetspackets ofof itsitstoothpaste,toothpaste, fairnessfairness cream,cream, ClinicClinic PlusPlus shampoo,shampoo, andand PondsPondscreamcream toto twentytwenty millionmillion householdshouseholds.. Today,Today, thesethese brandsbrands havehaveaa flourishingflourishing marketmarket inin ruralrural IndiaIndia..

Nestle India Nestle India

�� InIn thisthis festivefestive session,session, NestleNestle IndiaIndia tryingtrying toto

penetratepenetrate itsits marketmarket moremore inin ruralrural areasareas..

�� AsAs comparedcompared toto urbanurban market,market, theythey areare

providingproviding greatergreater marginsmargins toto thethe distributors,distributors,

suchsuch thatthat theythey playplay thethe partsparts ofof opinionopinion leaderleader

andand influenceinfluence customerscustomers toto buybuy itsits productproduct..

�� ThisThis isis applicableapplicable inin variousvarious partsparts ofof MadhyaMadhya

PradeshPradesh likelike anuppuranuppur,, bijaribijari,, kotmakotma etcetc..

providingproviding extraextra 22 toto 55 %% extraextra marginsmargins..

�� TheyThey areare alsoalso provingproving theirtheir productsproducts inin creditcredit

basisbasis directlydirectly toto thethe retailersretailers..

Dabur uses Astra to boost rural sales Dabur uses Astra to boost rural sales

ShopkeepersShopkeepers sellingselling DaburDabur India'sIndia's consumerconsumer productsproducts wouldwould nownow learnlearnmarketingmarketing throughthrough rolerole--playsplays stagedstaged byby professionalprofessional actorsactors atat theirtheir shopsshops..AsAs partpart ofof aa recentrecent initiativeinitiative titledtitled Astra,Astra, advancedadvanced salessales trainingtraining forfor retailretailascendance,ascendance, FMCGFMCG majormajor hashas recruitedrecruited 7575 salessales andand HRHR managersmanagers acrossacrossthethe countrycountry whowho wouldwould educateeducate overover 22,,000000 distributiondistribution channelchannel partnerspartners ofofthethe firmfirm aboutabout thethe complexitiescomplexities ofof salessales andand distributiondistribution throughthrough thethe audioaudio--visualvisual mediummedium

DaburDabur hashas aa distributiondistribution reachreach ofof 2525 lakhlakh retailretail outletsoutlets acrossacross thethecountrycountry.. AboutAbout 7575 perper centcent ofof thethe company'scompany's salessales comecome formform ruralrural areas,areas,hence,hence, itit hashas createdcreated thethe AstraAstra trainingtraining consultancyconsultancy modulemodule inin fivefivevernacularvernacular languages,languages, Bengali,Bengali, Tamil,Tamil, telungu,telungu, MalayalamMalayalam andand KannadaKannada

PHILIPS INDIA LTD. PHILIPS INDIA LTD. -- ELECTRONIC ENTERTAINMENT ELECTRONIC ENTERTAINMENT

EQUIPMENTEQUIPMENT

Objective Objective -- promote Phillips Electronic Entertainment products, viz., Stereos and promote Phillips Electronic Entertainment products, viz., Stereos and

CTVs, among the rural population of Tamil Nadu.CTVs, among the rural population of Tamil Nadu.

Communication Strategy Communication Strategy -- Based on information regarding buyer behavior.Based on information regarding buyer behavior.

'Philips Super Shows' were conducted in five district headquarters with the intention of 'Philips Super Shows' were conducted in five district headquarters with the intention of

motivating dealers as well as opinion leaders to generate wordmotivating dealers as well as opinion leaders to generate word--of mouth publicity, as a first of mouth publicity, as a first

step.step.

ThisThis waswas followedfollowed byby extensiveextensive vanvan operationoperation inin 50005000++ populationpopulation areasareas

withwith audienceaudience participationparticipation techniquestechniques forfor mouthingmouthing thethe brand,brand, supportedsupported

byby massmass mediamedia campaigncampaign inin regionalregional presspress (district(district wisewise edition),edition), ruralrural

cinemas,cinemas, radio,radio, wallwall paintingpainting andand intensiveintensive merchandisingmerchandising activitiesactivities..

ParasParas India India

�� For the rural market the company is providing For the rural market the company is providing

stationary at very low price in various place of stationary at very low price in various place of

M.P.M.P.

�� The Pen refills that were originally of other The Pen refills that were originally of other

company cost of high price the company is company cost of high price the company is

providing the refills @ Rs 1. that will be providing the refills @ Rs 1. that will be

universally fitted in all the pens.universally fitted in all the pens.

�� Stationary items are customized according to the Stationary items are customized according to the

need of rural areas. need of rural areas.

WithWith thethe objectiveobjective ofof creatingcreating awarenessawareness forfor ParachuteParachute CoconutCoconut OilOil

pouchespouches inin townstowns withwith lessless thanthan 2020,,000000 populationpopulation inin TamilTamil Nadu,Nadu, andand

inin orderorder toto convertconvert looseloose oiloil buyersbuyers intointo ParachuteParachute pouchpouch customers,customers,

MaricoMarico IndustriesIndustries launchedlaunched aa vanvan campaigncampaign.. TheThe communicationcommunication

StrategyStrategy focusedfocused onon gettinggetting womenwomen outout ofof theirtheir homeshomes toto participateparticipate inin

thethe vanvan campaign,campaign, whichwhich waswas aimedaimed exclusivelyexclusively forfor themthem andand forfor thethe

firstfirst timetime conductedconducted byby womenwomen..

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

coconut oil usage to Parachute Pouch Pack, post van campaign and acoconut oil usage to Parachute Pouch Pack, post van campaign and a

substantial increase in sales from the campaign areassubstantial increase in sales from the campaign areas

Marico Industries Marico Industries -- Parachute Coconut Oil PouchesParachute Coconut Oil Pouches

InIn aa marketmarket dominateddominated byby gradedgraded cementscements inin thethe semisemiurban/ruralurban/rural areasareas ofof Karnataka,Karnataka, ACCACC CementCement venturedventured outout toto

establishestablish thethe superioritysuperiority ofof ACCACC SurakshaSuraksha blendedblended cementcement andandbuildbuild anan imageimage ofof aa PremiumPremium CementCement forfor thethe brandbrand..ToTo reachreachthethe opinionopinion leadersleaders vizviz.. Architects,Architects, Engineers,Engineers, Contractors,Contractors,etcetc..,the,the assistanceassistance ofof thethe regionalregional locallocal presspress waswas soughtsought andandotherother DirectDirect MarketingMarketing effortsefforts suchsuch asas fieldfield meetingsmeetings withwithsmallsmall groupsgroups ofof masonsmasons && customerscustomers werewere usedused..

ResultResult -- AA postpost--campaigncampaign studystudy initiatedinitiated byby ACCACC revealedrevealedtangibletangible improvementimprovement inin offoff--taketake inin thethe statestate ofof KarnatakaKarnatakaandanandan extremelyextremely positivepositive responseresponse fromfrom dealers,dealers, whowho believedbelievedthatthat thethe campaigncampaign helpedhelped inin strengtheningstrengthening theirtheir handshands..

SourceSource:: AnugrahAnugrah MadisonMadison

AdvertisingAdvertising PvtPvt.. LtdLtd..

ACC Limited ACC Limited -- ACC Suraksha ACC Suraksha CementCement

SOME MORE POMOTIONAL SOME MORE POMOTIONAL

STRATEGIESSTRATEGIES

TREE BOARDSTREE BOARDS

These are painted boards of about two square feet in dimension

having the picture or name or slogan of the product painted on it.

The cost of such a painted board is about Rs.80. These boards are

fixed to the trees on both sides of the village road at a height of

about 10 feet from ground level. These boards attract the attention of

slow moving vehicles like cycles, bullock carts and tractors and

people walking on the road. Considering the poor condition of roads,

even the buses move at slow speed through village road. Fertilizer

and pesticide companies in rural areas

Wall Paintings Wall Paintings

�� It is an effective and economical medium for It is an effective and economical medium for

communication in rural areas, since it stays communication in rural areas, since it stays

there for a long time depending upon the there for a long time depending upon the

weather conditions. The cost of painting one weather conditions. The cost of painting one

square foot area is just Rs.10.square foot area is just Rs.10.

THANK YOUTHANK YOU