Rural Promotion Strategies of two

major Media Companies

Project submitted under the guidance of

Prof S P GARGJAIPURIA INSTITUTE OF

MANAGEMENTJAIPUR(INDIA)

 

Rural Marketing Rural marketing is promotion of a company's products in

the rural market buy using strategies which differs from that of urban market, the rural market is more price sensitive but it has preference for quality.

The concept of Rural Marketing in Indian Economy has always played an influential role in the lives of people. In India, leaving out a few metropolitan cities, all the districts and industrial townships are connected with rural markets.

 EVOLUTION OF RURAL MARKETING Period before 1960s -in this phase rural marketing was

referred to the marketing of rural products like food grains, cotton, sugarcane, etc.

Post 1960s -Green revolution ushered in scientific farming practices like irrigation facilities, use of fertilizers, pesticides.

This period also saw an emergence of companies like, Escorts, Sriram fertilizer and IFFCO (Indian Farmers Fertiliser Cooperative Limited) and agencies like KVIC (Khadi &Village Industries Commission),

Cont….. The period from 1980's to the 1990's-was characterized by a

shift in focus to the consumer needs which in turn led to an increase in the number of consumer products.

Another factor that led to a boom in choice was the increased reach of the media and rising household incomes bringing about a major change in lifestyle.

Period between 1990s to present - During this phase, industrial sector gained significance and maturity thereby efforts were made by companies to market FMCG and consumer durables to rural areas.

 

Comparison between rural markets and urban markets.

Level of awareness: About products and brands which are much lower in rural.

Availability :Against 5000 odd town locations in urban, there are 6 lac village locations in rural, a distribution nightmare.

Affordability :Is lower in rural as per capita incomes in rural are less than half of what they are in urban.

Low penetration of electronic and print media: In rural, awareness creation has to be done using below the Line

media such as haats, mandis, melas etc.

ADVERTISING COMPANIES OF INDIA

Rural promotional strategies:  Haats or weekly markets:- where people from surrounding villages

conduct trade on fixed days. Covering the needs of a minimum of 10 to a maximum of 50 villages, drawing as many as 4000 villagers.

Melas :-gatherings of people for both entertainment as well as the sale and purchase of goods and services. Over 25,000 melas are held in India annually that hold an average of 7.6 lakh visitors.

Wall Paintings:-one of the most widespread forms of advertising and are quite the favorite amongst the Indian rural masses.

Cont… Customer contact ‘touch points’: includes 'Home-to-Home'

campaigns and other such customer contact programs that help initiate a close interaction

Van Campaigns:-one of the most popular modes of communicating with rural consumers.

The main benefits of Van Campaigns are:  Better brand building Creating awareness about the brand and the company's products. Product sampling Point of attraction around which people gather in large numbers Retail merchandising and door-to-door campaigns.

Cont…

Event Management: There are several folk forms of events that are performed in different states all over India. Folk media: It consists of folk songs, dances, puppetry, street

theatre, magic shows etc. Interactive games: Many companies designs interactive games

that help draw large crowds where trials can be induced, thus facilitating spot sales.

Others: Other events like sports, drama and infotainment programs etc.

Two major Media Companies

LINTERLAND LINTERLAND MART MART

LINTERLAND

Since its birth in 1999, from the family of Lintas media group, one of the leading media agencies in India, Linterland Rural Initiatives.

Linterland has offices across 14 cities including 4 metros, 20 operational offices in smaller towns

These include Britannia, HUL, NABARD, Dabur, UNICEF, Godrej, Philips, Kirloskar, ICICI Bank, PSI, AT&T, Dalda (Bunge), Peerless, Tata Steel, BBC Radio, Hero Honda.

Rural promotional strategies of LINTERLAND In order to reach the target customer, it uses media that are not

only flexible and feasible, but also relevant and appropriate for rural markets.

It works towards planning and executing ground level activities at various rural market places like Haats, Mandis and Melas.

 

Cont….

Colgate - An effective way of displaying the product

package is demonstrated innovatively by Linterland

through Colgate

Children smile at the camera during a successful Aim toothpaste promotion.

.

MART Established in 1993, MART is a pioneer in the rural domain and

over the years has also developed as the Leading Consultancy and Knowledge based organization on Emerging Markets.

Major clients:

RURAL PROMOTIONAL STRATEGIES OF MART

Product strategy

Distribution Strategy

Promotion Strategy

Cont…. PROJECTS OF MART:

HLL Project Shakti:- The model involved identifying, selecting and training rural women to become entrepreneurs as company dealers selling a large portfolio of rural brands.

Colgate: The last mile bicycle model that has been used by Colgate

Tata Shaktee Haat Hangama Campaign:-

Conclusion Rural markets are different and very dynamic in Indian

context because of the cultural differences that prevail throughout the different parts of the country.

The companies who design promotional strategies for urban consumers the companies that design promotional strategies for rural consumers have more challenging job because of the size of the market, the social and the language differences, climatic differences and many other.

THANK YOU