rural medias

8/6/2019 Rural Medias

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MARKETING

ROLE OF MEDIA IN RURAL

MARKET


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INTRODUCTION

Rural marketing is different from agriculturalmarketing.

According to the National Council of AppliedEconomic Research (NCAER), an independent,non-profit research institution, rural households

form 71.7% of the total households in the country.

The Rural population is nearly three times that ofurban.


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SIGNIFICANCE

Saturation of the urban market

Vast market for consumer goods.

The distribution task involves covering several lakh

villages.

Rural consumers form one homogenous group with

similar needs, values and aspirations


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PROMOTIONAL STRATEGIES

Formal Media Informal Media

Newspapers and magazines Farm-to-Farm/House-to-Housevisit

Television Group Meetings

Radio Opinion Leaders

Cinema The Melas/Fairs

The Haats


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Continuation

Point of Purchase Puppetry

Direct mail advertising Folk Theater

Outdoor advertisement Audio Visual Publicity Vans (AVP

Vans)

Tree boards Folk Dances

Wall paintings Product display contests

Bus boards Field Demonstration

Interactive games


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Formal Media

News papers & magazines

18% of reach to rural areas

Television

27% of reach to rural areas


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Formal media..

Radio

Kerala (62%) followed by Tamil Nadu

(35%) and Karnataka (32. %).

Cinema

65% of the earnings from cinema arefrom rural markets as 29% of rural

people watch cinema as regular lifestyle


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Formal Media....

-Point of Purchase

Display of hangings, festoons and productpacks in the shops will catch the attention ofprospective buyers

-Direct mail advertisingDirect mailers on consumer durables are sent

during the harvesting season


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Outdoor.

-Wall Painting

TV, fans, branded coffee/tea, toothpaste, pesticides,

fertilizers etc.

-Tree boards

Fertilizer and pesticide companies in rural areas


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Melas/Fairs


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INFORMAL MEDIA

Farm-to-Farm/

House-to-House visit

Group Meetings

Opinion Leaders

The Haats


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Informal medias.

Folk Dances

Product display contests

Field Demonstration

Interactive games


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Informal..

Folk Theater

Audio Visual Publicity Vans (AVP Vans)


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SAMRAT


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Companies using InformalMedia

Brooke bond India Ltd.

HLL

Rajdoot

Bajaj

Nirma

Colgate Palmolive


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Companies using FormalMedia

Onida

Videocon

HLL

Eveready Batteries

Eicher Tractors

RCF

Mahindra & Mahindra Tractor


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SUCESSFUL STORIES IN RURAL MARKET

Escorts

BPCL

Dabur

HLL's Operation Bharat

'Philips Super Shows'

Lifebuoy


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CONCLUSION

The rural advertising needs some innovativeand alternative media to woo the customers

and by designing and adopting effectivestrategies and proper use of resources,marketers can overcome these barriers andexplore the opportunities lying untapped inrural market to achieve organizational goal-profit maximization.

rural medias

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