Professional Documents
Culture Documents
Efforts By:
Ahmad Mujtaba Ayyubi(008) Apoorva Awasthi(033) Anita Kumari Negi(FS-009) Aditi Singh(RM-001) Dipannita Bannerjee(RM-004)
Since rural environment is different from urban, hence communicating to potential consumers in rural India is a challenging risk. Rural communication is considered as the heart of Rural Marketing.
Communication Strategy
The rural environment is different from the urban and therefore communication to potential customers in a proper and effective manner is a major challenge for corporate marketers. The influence of the electronic media, in particular television, video and the Hindi film industry, is contributing to the growth of rural aspirations, which are being manifested in rural India in the form of increasing consumerism.
Rural Media
Rural media can be broadly classified into three categories:
CONVENTIONAL MASS MEDIA Television Radio Press Cinema NON CONVENTIONAL MEDIA Haat and Mela Folk Media Video Van Mandi PERSONALIZED MEDIA Direct Mailer Point of Sale Word of Mouth Interpersonal Communication
Animator
Mandi Haat and Mela Video Van - a medium that reaches the target segment and has been able to catch public attention. Soft drinks like Pepsi, Reliance, Cococola and Car manufacturers are using demo cars for publicity. Folk Media - It consists of: Folk Theatre Magic Shows Puppet Shows Interactive Games Folk Theatre These are an intrinsic part of the culture and heritage of the land. Communicate message about contemporary issues, topics and concerns . They are a face-to-face and personal form of communication.
Personalized Media
Direct mailer- a way of passing an information relating to goods or services for sale directly to potential customers through post. It brings a personal touch the customer. Point of Sale - Display of hangings and product packs, small pouches in the shops to catch the public attention. Eg: Sunsilk shampoo, Ariel soap powder, Parachute coconut oil are using this method.
Word of Mouth- Demonstration, leaflet Interpersonal Communication - agricultural machineries, animal health products ,LIC and banks are using this method. Animation
Major Challenges
Heterogeneity and spread Limited Media Reach Understanding the Rural Audience Occupation Low Literacy level Creativity Cost Effectiveness Low standard of living
EXAMPLES
ASIAN PAINTS
Asian Paints promoted its Utsav range of paints by painting Mukhiyas house or Post office 6 months prior to the launch of the paint to demonstrate that paint does not peel off. Rural consumers place more emphasis on the experience of others who have used the brands to make their purchase decision. Hence, the Utsav campaign not only won the attention of rural consumers but also built reliability as the ad was displayed on the Mukhiyas house wall.
MSRTC
The Maharashtra State Road Transport Corporation bus network is the key mode of transport for most of the villagers dwelling in Maharashtra. The bus stands have an announcement system and broadcasts brand advertisements exclusively in Marathi. Moreover, these are based on real life instances created in Marathi which has a powerful impact on the people as they can easily connect to the ad and also understand it.
NIRMA
Nirma is simply referred to as the Pila powder and surf as the Nila powder. Because of illiteracy the packaging of products plays an important role. It is also easy for spurious products to find a foothold in rural markets.
CADBURY
To appeal to the rural consumers an ad under the Kuch meetha ho jaye campaign itself was launched under the Radha Miss Palampur ban gayi. Through this campaign a rural audience was targeted by showcasing this ad in a rural setup and people celebrate the occasion of Radha (a Cow) winning the title of Miss Palampur and the a small package was introduced with the price tag of Rs. 5 which was considered affordable for rural consumers.
THANK YOU