advertising strategies in rural marketing

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ADVERTISING STRATEGIES IN RURAL MARKETING Submitted by:- Nidhi Kumari

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Page 1: Advertising Strategies in Rural Marketing

ADVERTISING STRATEGIES IN RURAL MARKETINGSubmitted by:-Nidhi Kumari

Page 2: Advertising Strategies in Rural Marketing

RURAL COMMUNICATION….

We need special attention…. Market is huge….. And market is heterogeneous And further it has got some special

characteristics…. Why…

Page 3: Advertising Strategies in Rural Marketing

FURTHER WE HAVE SMART COMPETITORS

Page 4: Advertising Strategies in Rural Marketing

AND WE ALSO KNOW……

Competition is tough

Page 5: Advertising Strategies in Rural Marketing

CAN ADVERTISING HELP?

Page 6: Advertising Strategies in Rural Marketing

HOW, WHAT COMMN, DO….

Will help you

To be competitive.

To plan your strategy strategically.

To economize your resources.

To be the favorite of your stakeholder.

Page 7: Advertising Strategies in Rural Marketing

RURAL CUSTOMER…. UNDERSTAND THEM

Page 8: Advertising Strategies in Rural Marketing

A RURAL CONSUMER

Illiterate but not unintelligent.

Page 9: Advertising Strategies in Rural Marketing

AN INTELLIGENT THINKER…

Loyalty to regional brands.

Brand stickiness

Understand symbols and colours better

so what we try to do???

Page 10: Advertising Strategies in Rural Marketing

AN HARD BARGAINER…

Has his own way of evaluation… (‘touch and feel’ of product)

Page 11: Advertising Strategies in Rural Marketing
Page 12: Advertising Strategies in Rural Marketing

TAKE A CASE OF AGRI-SECTOR IN RURAL MARKET

Where are we….

Page 13: Advertising Strategies in Rural Marketing

AGRO-NEEDS

In-farm Out-farm For-farm Nutrients implements finance Seeds Machines Insurance fertilizers pipes Knowledge weedicides Diesel value-add Pesticides Maintainace

Many needs few Brands….

Page 14: Advertising Strategies in Rural Marketing

PURCHASE TRIGGERS

Seasonality - What ever BEST is available Used Before - Peace of mind Endorsed - Peer recommendation trusted Cash/Credit -Affordability

Where is the Brand ?

Page 15: Advertising Strategies in Rural Marketing

AGRO ADVERTISING

No brands, no advertising

‘Me too’- communication efforts

Posters Farmer meets Leaflets Demo farms

Page 16: Advertising Strategies in Rural Marketing

RURAL MARKETING COMMN... SAME YEAR AFTER YESAME YEAR

Page 17: Advertising Strategies in Rural Marketing

RURAL MARKETING COMMN.. ONE FOLLOWS OTHER…

Page 18: Advertising Strategies in Rural Marketing

WHAT TO DO?

Opinion leaders at the top of the hierarchy continue to play an important role in the decision making process.

In spite of multiple sources of communication few steps flow of communication continues to dominate the communication process.

Page 19: Advertising Strategies in Rural Marketing

CONTD…

Women and children are emerging as demand generators.

Word of mouth recommendation by users and sheer familiarity have a strong role to play in influencing decisions.

Apart from Opinion Leaders, educated village youths are increasingly influencing decisions especially of lifestyle products.

Page 20: Advertising Strategies in Rural Marketing

CARE FOR EVERY ONE….

Page 21: Advertising Strategies in Rural Marketing

IDEAL ADVERTISING STRATEGY…

Page 22: Advertising Strategies in Rural Marketing

KNOW THE LOCAL LANGUAGE…

Telgu… Orriya… Tamil… Etc..

Page 23: Advertising Strategies in Rural Marketing

LG’S ADVERTISING STRATEGIES FOR RURAL MARKET…

LG launched its first low priced TV for rural consumers..

-Sampoorna- Rs.3000 -Cineplus- RS 4900

Promotion Mobile Vans Exhibition Road Shows

Page 24: Advertising Strategies in Rural Marketing

THANK-YOU