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Rural Marketing Promotion Strategies

Rural promotions require different approach for market penetration in rural segment.This presentation deals with specific issues related to rural businessand rural promotional activities. This would be useful for MBA Students, Faculty and for marketing professionals ,

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Prof S P Garg
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15K views19 pages

Rural Marketing Promotion Strategies

Rural promotions require different approach for market penetration in rural segment.This presentation deals with specific issues related to rural businessand rural promotional activities. This would be useful for MBA Students, Faculty and for marketing professionals ,

Uploaded by

Prof S P Garg
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Rural Promotion

Strategies of two major


Media Companies
Project submitted under the guidance of
Prof S P GARG
JAIPURIA INSTITUTE OF
MANAGEMENT
JAIPUR(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 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 Children smile at the
package is demonstrated camera during a
innovatively by Linterland successful Aim toothpaste
through Colgate 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

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