cow belt statesstatic branding wall painting hoardings bus panels 3. haat markets 4. mela 5. rural...
TRANSCRIPT
12th Jan. 2011
Cow Belt States
Maharashtra
49 %
Rural Sales
ROUTE MAP
1. Glimpses of Rural India
2. Understanding of Rural Marketing
3. The Activation Model
4. Current Players & their Success Stories
5. Successful Case Studies
6. Nebula Advantage
The Big Question
What is Rural India?
Is it really that BIG??
The Answer is YES
Rural India at a Glance
More Than 50 % of the Living Population
Rural Lietracy 1981 1991 2001
% of Lietracy Levels 36 45 59
Soucre : Censes 2001
Rural India at a Glance
Our JOB
Create Demand &
Ensure Supply
Stepping Stones @ Rural India 1. Rural Touch Points / Activation Channels 2. Rural Strategy – The AICDA Model
Touch Points
Consumer
Cinema
Haat Market
Anaj
Mandi
PHC
Public Health Centre
CSC Angan
wadi
School
Post Office
Mela
• Weekly Bazaar
• 47000 nos across India
• 2.25 lacs in cash transaction per haat per day
• Agricultural markets • caters to approx
1,36,000 population
• No. of Anajmandis
•1st Contact point between villagers and medical officer
• 22800 nos across India
•Villages connect with State Govt departments
• 20000+ nos across India
•Over 2500 Cinemas halls
across India • Regional movies dominate the markets in rural areas
•Melas (exhibitions) 25,000 • Religious as well as commercial Melas •Major Source of Entertainment for Rural Masses
•1,38,000 nos across India, 1,575
crore mails every year •Advertisement on postcards, letters, aerogramme, postal stationary etc.
• more than 7,60,000 nos
•Informational Activities can be carried out in Schools
•The Anganwadi (AW), literally a courtyard play centre, is a childcare centre+ located within the village or the slum area itself
The Rural Activation Channels
The Rural Activation Channels
High footfall Channel Micro Marketing Channel
1. Van Promotion
2. Static Branding
Wall Painting
Hoardings
Bus Panels
3. Haat Markets
4. Mela
5. Rural Cinema
CSC
Rural Retail
Outsourced Sales Channel
Community Radio
SHG & Micro finance
NGO
Anaj Mandi
Touch points
Panchayat
Bus Stand, Rly. Station
PHC
School
Dhaba
Touch points
Samuhik Vivah
Ginning mills
Sugar mills
Transport nagar
Post Office
The Activation Model
Attention
Interest
Conviction
Desire
Action Not AIDA but AICDA – Specifically for rural Markets Source : The Rural Marketing Book
The Activation Model
Attention
Interest
Conviction
Desire
Action
Innovative Display
Activation across Potential touch Points
Nukkad Natak / Puppet Show
Extensive Sampling + Branding
Retail + Direct Consumer Sales
Current Runners @ Rural India
Current Runners @ Rural India
Stories
Stories
Haat Activity
Our Partners 1. Sehtmand 2. Tata Tea 3. Dabur 4. Godrej 5. Marico 6. Ti Cycle 7. TTK 8. Colgate
Haat
• Large rural marketing system (47,000 haats)
• Large villagers turnout (average 4,500 + per haat)
• Each haat serves 20-50 villages
• High sale per day per haat : Rs.2.25 lakh estimated
• Low cost per head for communication dissemination
• Sale mostly in cash
Stories
Our Partners 1. Bajaj Auto 2. TI Cycle 3. Sehtmand 4. Tata Tea 5. Dabur 6. Godrej 7. Marico 8. TTK 9. Colgate 10.Cavinkare
Mela • Total Number of 25000 Mela’s India • Large Turnouts – 4.0 lacs per mela • Each Mela Covers – 4 to 5 Districts • Approx. Sales – 5.0 lacs per day • Low cost per head for communication dissemination
•Sale mostly in cash
Mela Activity
Stories
Participating Brands 1. Wheel 2. Brooke Bond – Red Label 3. Brooke Bond – Sehtmand 4. Lux 5. Vodafone
Our Partners
1. Idea
Jatra Maharashtra
• Religious in Nature – with Movie Tents as prime attraction •Total Number of 150 Haat’s in Maharashtra • Large Turnouts – 4.0 lacs per Jatra • Each Jatra Covers – 4 to 5 Districts • Approx. Sales – 1.0 lac per day
Jatra Activity
Stories
Our Partners 1. Indica– Cavinkare 2. Godrej 3. Hindalco 4. Spinz Talc 5. WGW 6. Tata Tea
HTH
• Visiting People on One to One Basis
• Product USP Briefing to the TG
• Mobile Sales : Counter
• Effective Database collection
House to House Activity – Sales Focus
Stories
Our Partners 1. Indica – Cavinkare
MSU
• To be Placed at Trade/Retail Locations
• Selling majorly to B2B ( Retail = B2C )
• To Travel Across Multiple locations within a district
Mobile Sales Unit(MSU) : Retail/Trade Promotion – Sales Focus
Jatra Haat Market
Mela
Success
HTH
The journey – 2011
Single Screen Cinema Theater
(10x10 sqft)
5000 for Two months
Tehsil Level Town
Wall Painting 5. 50 Per sqft 1000 sqft per village (5 to
10K)
In - Shop Banner, tin plate, banners, stickers,
posters etc
10 shops per village (5 to
10K)
Bus & Rly Stn Tehsil Level
Banners, temporary hoarding, bus back
panel etc
Atleast 1 per location for every alternate month
Bajaj Auto Multiple Locations
Mela Activity
Challenge:
1. Drive sales for Bajaj DTS – ST in a price
sensitive market
Platform Idea:
1. Engagement through mela’s – create
awareness
2. Product demo and sales
3. Presence across top 6 mela’s in UP,
Uttaranchal & Bihar
Results:
1. 4286 enquiries generated
2. 330 successful bookings 3. 213 days of visibility and campaigning across 6
mela’s namely; Sonepur Mela, Lucknow
Mahotsav, Kumbh Mela, Mishrit Mela, Devi
Patan Mela & Nauchandi Mela
Product Display Display & Engagement at the Bajaj Stall
Booking Counter Display on Pre Fabricated Stand
Dabur India Suraksha Kavach
Western Uttar Pradesh
Feb 10th – April 10th
Challenge:
1. Reach out to the TG in media dark zones especially in 5k
– 20k towns
2. Highlight USP of Dabur Odomos cream
3. Engage TG at unconventional touch points
Platform Idea:
1. Engagement at Haat Markets
2. Nukkad Natak’s – USP’s interwoven in the script
3. Unconventional Touch Point Activation
Public Health Centre / Anajmandi / Anganwadi / Asha
Bahu
Results:
1. 112 haat markets covered across 9 disctricts
2. Rs. 1.75 lac worth of sale over 2 months
3. 65,000 contacts
4. 1,000 + retailers contacted over 112 villages
Nukkad Natak Anajmandi – 9,000 contacts
Asha Bahu – 300 contacts Anganwadi– 500 contacts
PHC – 1,250 contacts Haat Markets – 30,000 contacts
Marico
UP, Bihar, MP, Gujarat, Orissa
Challenge:
1. To create Region Specific Approach for multiple
brands
2. Crete separate communication and interaction
strategies for multiple brands
Platform Idea:
1. Engagement at Villages level + Haat Markets
2. Innovative on-the-spot games to involve and
intrigue TG
Results:
1. 1000 Haat Markets
2. Sales over 10 lacs
3. Branding at nearly 7500 Retail Outlets
Tata 407 Announcements
TG Interaction TG Gratification
Retail Bradning Direct Consumer – Sales
TI Cycles Maharashtra
Activity on at present
Challenge:
1. Increase awareness for the brand and promote
TI products
2. Drive sales for TI Cycles
Platform Idea:
1. Engagement through displays and puppet
shows
2. Test rides
Results:
1. 270 days into activation
2. 1.82 lac consumers educated about
USP of the product
3. Leads generated = 28,709 (passed onto
local dealer region wise)
4. Coverage of 250 villages across 33 districts
5. Cost per Contact = Rs. 8.5
Puppet Show Puppet Show
Product Display Test Rides
TG Interaction Test Rides
Onida Televisions UP, Bihar, MP, Gujarat, Jharkhand, Rajasthan
Van Activity – Engagement – Mela Activation
Challenge:
1. Demonstrate benefits of DTH in rural markets
2. Break price point barriers and myths associated with DTH
technology
Platform Idea:
1. Co partnered promotion with DD Direct promoting their
FTA channels on IGO Television with built in DTH
receiver.
2. Capitalize on post harvest season - higher disposable
incomes.
Results:
1. 3,256 televisions sold over 890 cumulative working days
2. Total sale value = Rs. 2 cr +
3. Average Sale = 3.65 televisions / day
4. 90 % productivity (890 productive days as against 988
planned days)
Product Display at Mela’s Product Demo + Sales Bookings
Mela Engagement Press Coverage + TV Plugs on DD
Pre Publicity Engagement through Van Activity
Promoters Announcement
NEBULA Advantage
NEBULA Advantage
6 years in the Field of Rural marketing
Headquartered at Mumbai + 5 Regional Offices for a cost leadership & execution monitoring at micro-level Lucknow Patna Aurangabad Ahmadabad Indore
Tie-up with Major Multinational Ad Agencies for executional expertise
Dedicated team for Ideation & Concepts creation for target marketing
NEBULA Advantage
Client List
Direct Clients • Marico
• Tata Tea
• Godrej
• Sonata
• Grasim
• Ruchi Soya
• Rambandhu ( Spices )
Partnering Agencies • Mindshare,
• Madison,
• Fulcrum
• Maxus
• Percept
Discussion