RURAL MARKETING

TELECOM SERVICE PROVIDERS IN THE VILLAGES

 AN OVERVIEW
 The expansion of India's telecom industry has led
to an "all-inclusive growth" of the Indian
economy in terms of GDP

 In the 2006/07 the country saw the growth rate

hit 9.6 percent-Majorly due to telecom sector.

 The demand for telecommunication services are

surging across rural India, as middle class and
upper classes are growing in most villages
OPPORTUNITY IN RURAL INDIA
A huge population – 720 million people in
630,000 villages across 3.2 million square miles.
 A massive economy – over 50% of India’s total
GDP. There are almost same number of middle
to high income households in rural areas (21.16
mn) as urban India (23.22 mn).
 A booming economy – with the consumer
durables market, for example, growing at 25%
per year (vs 10% nationally).
 A parallel economy – with the same needs as
developed markets but a reduced ability to pay.
GAP BETWEEN URBAN AND RURAL
 No celebrities will work
 No mass media coverage

-Due to lack of access to technology

Rural market lies in the bottom of the Pyramid.

The 4 A’s work

for them
 Availability
 Affordability
 Acceptability
 Awareness
 COMMUNICATION HELPS
 Lack of transportation
-Coordinated rural transportation based on mobile information delivery, will
increase convenience and allow users to find reliable, regular and
affordable transportation ‘on-demand’.

 Difficulties
in managing commercial transactions
-Micro-commerce ventures like mobile ordering, payments and delivery
requests can all help isolated small-scale entrepreneurs in remote locations.

 Lack of healthcare services

-Telecom and broadband intervention will allow doctors, nurses and midwives
to stay in closer contact with patients.

 Ignorance of governance policies

-Rural governance services giving access to citizen data will allow the rural
population to be more informed about national level developments and
reduce the urban-rural divide.
 IDEA
 The most favorable service provider in one of
the 2 villages
 Has good network in the village
 Availability is high but the distribution is not
well channelized
 Branding is seen in and around the village-
not extensive
 The amount that people spend is Rs 10/- to
Rs.150/-
AIRTEL
 Is favored in one village and not in the rest
 The network is good in Sonwadi because of
the existence of a tower
 Availability is high, but distribution is poor
 Very poor branding around the villages
 The spending of the people remain the same
irrespective of the network
 VODAFONE

 Not favored by the villagers

 Usage rate of Vodafone is extremely low
because of poor network
 Availability is not as high as that of Idea and
Airtel. This is because of low demand
 Huge amount of branding is done all around
the villages and district
 DISTRIBUTION

 Well channelized distribution

 Direct distribution to the rural market
 Trade discount and trade promotions
 Incentives to the shopkeepers for branding and
meeting sales target
 prizes
 Tie-up with a mobile company for low cost
phones to be distributed
PROMOTIONS
 Women’s initiative
 Educate them in the village to encourage sales
 Special schemes , e.g. speak to the ancestral home
free of cost
 Interaction with women on Mondays
 Festival branding
 The service provider can brand the pandals
 Built kiosks
 Cultural fairs, dramas and respected community
elders
 Fairs and weddings
PROMOTIONAL STRATEGIES
 Communicating and changing quality
perception
 Value for money
 Communication in Indian language
 Exploit social and cultural values
 Sensitive people
 Talking about a normal Indian
 Base advertisements and interactions on
normal Indian families
 Marathi names for the schemes
CSR ACTIVITIES
 Workshops to educate the children in the
villages
 The best performer gets a mobile phone with
sim card
 Sponsor cricket tournaments

- The target audience is the youth

 Medical check ups twice in a year

- This will help the villagers to connect with the

brand
THANKYOU
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