Ruralmarketingicicicasestudy 090824233659-phpapp01

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Ruralmarketingicicicasestudy 090824233659-phpapp01

  1. 1. ICICI Prudential Life Insurance Let’s go rural… An Ogilvy Action presentation
  2. 2. Recap
  3. 3. Brilliant!! 
  4. 4. Marketing <ul><li>Objective </li></ul><ul><li>Product </li></ul><ul><ul><li>Product features/specifications/lines, research, R & D </li></ul></ul><ul><ul><li>Packaging </li></ul></ul><ul><ul><li>Warranty/Guarantee </li></ul></ul><ul><li>Pricing </li></ul><ul><ul><li>Competition </li></ul></ul><ul><ul><li>Revenue model </li></ul></ul><ul><ul><li>Discounts </li></ul></ul><ul><li>Place </li></ul><ul><ul><li>Market </li></ul></ul><ul><ul><li>Distribution model </li></ul></ul><ul><ul><li>Sales Structure/training/motivation </li></ul></ul><ul><ul><li>Supply chain management </li></ul></ul>
  5. 5. Marketing <ul><li>Research </li></ul><ul><li>Communication </li></ul><ul><li>B2B marketing </li></ul><ul><li>Finance/Legal/IT/support staff (eg in Hutch the network team or s/w professionals) </li></ul>
  6. 6. The brief <ul><li>Objective </li></ul><ul><ul><li>ICICI Prudential as a trusted & credible life insurance company in rural markets </li></ul></ul><ul><li>TG </li></ul><ul><ul><li>Rural affluent </li></ul></ul><ul><ul><li>SEC R1 & R2 </li></ul></ul><ul><ul><li>Andhra Pradesh, Kerala, Punjab, Gujarat & Rajasthan </li></ul></ul>Launch Market selection
  7. 7. Environment scan <ul><li>Penetration </li></ul><ul><ul><li>18% Life insurance </li></ul></ul><ul><ul><li>1% Health Insurance </li></ul></ul><ul><li>Entry and growth of private players </li></ul><ul><ul><li>Govt made compulsory for all private players to get 18% of their sales from rural </li></ul></ul><ul><ul><li>There are currently fourteen life and fourteen non-life insurance companies </li></ul></ul><ul><ul><li>Of the non-life insurance companies, two are specialized Insurance companies </li></ul></ul><ul><ul><ul><li>Agricultural Insurance Company, which handles Crop Insurance business and </li></ul></ul></ul><ul><ul><ul><li>Export Credit Guarantee Corporation which only transacts Export Credit Insurance </li></ul></ul></ul>Contd…
  8. 8. Environment scan <ul><li>A recent ORG-MARG study indicates that ICICI Prudential, HDFC Standard Life and Tata AIG have experienced an increase in their market shares by 8, 3 and 2 per cent respectively </li></ul><ul><li>The life insurance industry is growing at 15 to 20 per cent, and that there is enough space for all players to thrive — because there is no such thing as too much insurance </li></ul>Contd…
  9. 9. Product portfolio <ul><li>Concentration on </li></ul><ul><ul><li>Pension </li></ul></ul><ul><ul><li>Child </li></ul></ul><ul><ul><li>Health creation </li></ul></ul><ul><ul><li>Wealth creation </li></ul></ul><ul><li>Premium amount to come down making wither the insured amount lower or term higher </li></ul><ul><li>Exclusivity/inclusively conditions will change </li></ul>Contd…
  10. 10. Current channel <ul><li>Traditional distribution channel </li></ul><ul><ul><li>Agent </li></ul></ul><ul><ul><li>Bancassurance </li></ul></ul><ul><li>Alternate channel </li></ul><ul><ul><li>Regional Rural Bank </li></ul></ul><ul><ul><li>ICICI Bank Rural Division </li></ul></ul><ul><ul><li>Corporate agents </li></ul></ul><ul><ul><ul><li>Godrej Aaadar </li></ul></ul></ul><ul><ul><ul><li>ITC echoupal </li></ul></ul></ul><ul><ul><li>NGOs </li></ul></ul>Go back Ticket size 12,000 Ticket size 40,000
  11. 11. Market selection
  12. 12. Ogilvy Radar Mining Tool
  13. 13. Mining Market Map <ul><li>The only software in the country that offers: </li></ul><ul><ul><li>Visual depiction of all 5,79,361 villages and 3696 feeder towns represented as a point on map </li></ul></ul>
  14. 14. Bihar State The white line is the national boundary & the blue line is the state boundary
  15. 15. Adding the district boundaries The yellow lines are the district boundaries
  16. 16. Adding the tehsil boundaries The green lines are the tehsil boundaries & the white points are the tehsil towns
  17. 17. Adding highways The pink lines are the highways in Bihar. (The thicker lines are National highways & the thin lines are the state highways)
  18. 18. Adding the 1 lakh+ towns The red points are all the 1 lakh+ towns in Bihar
  19. 19. Adding villages & all towns The white points are all the villages & the red points are the feeder towns
  20. 20. Adding coverage information The white points are the villages we have not covered, the yellow points are villages that we have covered in the state & the red points are the feeder towns
  21. 21. Brand/Activity Information
  22. 22. Mining Market Map <ul><li>The only software in the country that offers on the click of a button: </li></ul><ul><ul><li>A. Primary Census Abstract </li></ul></ul><ul><ul><ul><li>Population </li></ul></ul></ul><ul><ul><ul><li>Literacy </li></ul></ul></ul><ul><ul><ul><li>Occupation and, </li></ul></ul></ul><ul><ul><ul><li>40 other parameters </li></ul></ul></ul>
  23. 23. Primary Census Abstract
  24. 24. Mining Market Map <ul><li>B. Census Village Directory </li></ul><ul><ul><li>Water resources </li></ul></ul><ul><ul><li>Education facilities </li></ul></ul><ul><ul><li>Medical facilities </li></ul></ul><ul><ul><li>Communication facilities </li></ul></ul><ul><ul><li>Nearest feeder town & distance </li></ul></ul><ul><ul><li>and14 other parameters </li></ul></ul>
  25. 25. Census Village Directory
  26. 26. Parameters
  27. 27. Mining Market Map <ul><li>C. Village Retail Outlets </li></ul><ul><ul><li>Total number of outlets </li></ul></ul><ul><ul><li>Names and addresses of retailers </li></ul></ul>
  28. 28. Village Retailer Names
  29. 29. Strategic Application <ul><li>We use it as a strategic planning tool for </li></ul><ul><ul><li>Market prioritization </li></ul></ul><ul><ul><li>Identification of villages by location - Highway, Railway station, proximity to feeder town </li></ul></ul><ul><ul><li>Spread & density of villages, towns & haats at state and district level </li></ul></ul><ul><ul><li>Identification of villages on the basis of infrastructure (school, primary health centers etc.) </li></ul></ul>
  30. 30. Village selection <ul><li>Make a corridor of radius 2 Km on all the Metal roads (NH, SH & DH) in a district </li></ul><ul><li>Select the 2K+ populated villages among them </li></ul><ul><ul><li>It is assumed that these villages because of the proximity to highway would be media live </li></ul></ul>
  31. 31. Corridor Villages Total Villages: 1451
  32. 32. Remote Villages <ul><li>All the villages which are beyond 2 Km from the highway (can be termed as remote villages) would not be under direct coverage of distribution </li></ul>
  33. 33. Remote Villages All 2K+ villages (not highway & >3Km from FT): 132
  34. 34. Media Channel Prioritisation What to do where
  35. 35. Final Selection White Points: Media Live Green Points: Remote Villages Red Points: Feeder Towns
  36. 36. Strategic Application <ul><li>Route planning </li></ul><ul><ul><li>Providing the shortest route between given locations </li></ul></ul><ul><ul><li>Provides a haat route plan by considering the day of the haat & distance </li></ul></ul><ul><ul><li>Implementation & Monitoring plans </li></ul></ul>
  37. 37. Only the selected haat villages in the order of coverage. Villages falling off the route can be identified and removed from the route plan
  38. 38. Strategic Application <ul><li>Classification of districts in: </li></ul><ul><ul><li>Relative Development Index (RDI) </li></ul></ul><ul><ul><ul><li>Center for Monitoring Indian Economy (CMIE) </li></ul></ul></ul><ul><ul><li>Socio-cultural Region (SCR) </li></ul></ul><ul><ul><li>MRMR (Mica Rural Market Ratings) </li></ul></ul><ul><ul><ul><li>Mudra Institute of Communication and Advertising </li></ul></ul></ul><ul><ul><li>RPP (Relative Purchasing Power) </li></ul></ul><ul><ul><ul><li>Business Intelligence Unit Chennai 99 and Outreach </li></ul></ul></ul><ul><ul><li>Market Planning Guide - MPV (Market Potential Value) </li></ul></ul><ul><ul><ul><li>RK Swamy and BBDO </li></ul></ul></ul><ul><ul><li>Low Development Index </li></ul></ul>
  39. 39. Low Development Index <ul><li>Classification of districts in: </li></ul><ul><ul><li>Relative Development Index (RDI) </li></ul></ul><ul><ul><ul><li>Center for Monitoring Indian Economy (CMIE) </li></ul></ul></ul><ul><ul><li>Socio-cultural Region (SCR) </li></ul></ul><ul><ul><li>MRMR (Mica Rural Market Ratings) </li></ul></ul><ul><ul><ul><li>Mudra Institute of Communication and Advertising </li></ul></ul></ul><ul><ul><li>RPP (Relative Purchasing Power) </li></ul></ul><ul><ul><ul><li>Business Intelligence Unit Chennai 99 and Outreach </li></ul></ul></ul><ul><ul><li>Market Planning Guide - MPV (Market Potential Value) </li></ul></ul><ul><ul><ul><li>RK Swamy and BBDO </li></ul></ul></ul><ul><ul><li>Low Development Index </li></ul></ul>
  40. 40. Relative Development Index <ul><li>Center for Monitoring Indian Economy (CMIE) </li></ul><ul><li>Developed in 1993 </li></ul><ul><li>Was the unquestioned source for 5 years </li></ul><ul><li>Agriculture sector (35%) </li></ul><ul><ul><li>Value of crop output (25%) </li></ul></ul><ul><ul><li>Bank credit to agriculture (10%) </li></ul></ul><ul><li>Mining & manufacturing sector (25%) </li></ul><ul><ul><li>Workers per lakh of population (15%) </li></ul></ul><ul><ul><li>Bank credit to industry (10%) </li></ul></ul><ul><li>Service sector (40%) </li></ul><ul><ul><li>Per capita bank deposit (15%) </li></ul></ul><ul><ul><li>Per capita bank credit (15%) </li></ul></ul><ul><ul><li>Literacy (4%) </li></ul></ul><ul><ul><li>Urbanisation </li></ul></ul>
  41. 41. Strategic Application <ul><li>Classification of districts in: </li></ul><ul><ul><li>Relative Development Index (RDI) </li></ul></ul><ul><ul><ul><li>Center for Monitoring Indian Economy (CMIE) </li></ul></ul></ul><ul><ul><li>Socio-cultural Region (SCR) </li></ul></ul><ul><ul><li>MRMR (Mica Rural Market Ratings) </li></ul></ul><ul><ul><ul><li>Mudra Institute of Communication and Advertising </li></ul></ul></ul><ul><ul><li>RPP (Relative Purchasing Power) </li></ul></ul><ul><ul><ul><li>Business Intelligence Unit Chennai 99 and Outreach </li></ul></ul></ul><ul><ul><li>Market Planning Guide - MPV (Market Potential Value) </li></ul></ul><ul><ul><ul><li>RK Swamy and BBDO </li></ul></ul></ul><ul><ul><li>Low Development Index </li></ul></ul>
  42. 42. SCR <ul><li>Culture </li></ul><ul><ul><li>Understand diversity : by region, gender, age, occupation, remoteness, family structure </li></ul></ul><ul><ul><li>Understand daily life </li></ul></ul><ul><ul><li>Understand values & norms </li></ul></ul><ul><ul><li>Identify social and cultural influences </li></ul></ul><ul><ul><li>Hierarchy of needs </li></ul></ul><ul><ul><li>General propensity to change </li></ul></ul>
  43. 43. Strategic Application <ul><li>Classification of districts in: </li></ul><ul><ul><li>Relative Development Index (RDI) </li></ul></ul><ul><ul><ul><li>Center for Monitoring Indian Economy (CMIE) </li></ul></ul></ul><ul><ul><li>Socio-cultural Region (SCR) </li></ul></ul><ul><ul><li>MRMR (Mica Rural Market Ratings) </li></ul></ul><ul><ul><ul><li>Mudra Institute of Communication and Advertising </li></ul></ul></ul><ul><ul><li>RPP (Relative Purchasing Power) </li></ul></ul><ul><ul><ul><li>Business Intelligence Unit Chennai 99 and Outreach </li></ul></ul></ul><ul><ul><li>Market Planning Guide - MPV (Market Potential Value) </li></ul></ul><ul><ul><ul><li>RK Swamy and BBDO </li></ul></ul></ul><ul><ul><li>Low Development Index </li></ul></ul>
  44. 44. Methodology <ul><li>Based on variables that are completely RURAL </li></ul><ul><li>Primary objective </li></ul><ul><ul><li>Derive a single value for the district which reflects the market potential of the rural sector of that district (as close to reality) </li></ul></ul><ul><li>Considered 19 variables </li></ul><ul><li>Only 6 purely agricultural variables considered to arrive at the rating </li></ul>
  45. 45. The Variables <ul><li>Number of cultivators </li></ul><ul><li>Total cropped area </li></ul><ul><li>Total irrigated area </li></ul><ul><li>Fertilizer consumption </li></ul><ul><li>Bank credit </li></ul><ul><li>Value of agricultural output </li></ul>
  46. 46. Additional Features <ul><li>Digital Maps </li></ul><ul><ul><li>For all the districts in the country are included in the maps covering </li></ul></ul><ul><ul><ul><li>Location of tehsil headquarters </li></ul></ul></ul><ul><ul><ul><li>Highways & Other Roads </li></ul></ul></ul><ul><ul><ul><li>Railway lines along with railway stations </li></ul></ul></ul><ul><ul><ul><li>All urban centers </li></ul></ul></ul><ul><ul><ul><li>Names of all villages & haats (weekly bazaars) </li></ul></ul></ul><ul><ul><ul><li>Days of the week when haats are held </li></ul></ul></ul><ul><ul><ul><li>Distance from the nearest town </li></ul></ul></ul><ul><li>Information on 42 Socio Economic Indicators </li></ul>
  47. 47. Strategic Application <ul><li>Classification of districts in: </li></ul><ul><ul><li>Relative Development Index (RDI) </li></ul></ul><ul><ul><ul><li>Center for Monitoring Indian Economy (CMIE) </li></ul></ul></ul><ul><ul><li>Socio-cultural Region (SCR) </li></ul></ul><ul><ul><li>MRMR (Mica Rural Market Ratings) </li></ul></ul><ul><ul><ul><li>Mudra Institute of Communication and Advertising </li></ul></ul></ul><ul><ul><li>RPP (Relative Purchasing Power) </li></ul></ul><ul><ul><ul><li>Business Intelligence Unit Chennai 99 and Outreach </li></ul></ul></ul><ul><ul><li>Market Planning Guide - MPV (Market Potential Value) </li></ul></ul><ul><ul><ul><li>RK Swamy and BBDO </li></ul></ul></ul><ul><ul><li>Low Development Index </li></ul></ul>
  48. 48. Methodology <ul><li>Basic Reasoning </li></ul><ul><ul><li>Incomes, Savings & Consumption are tightly linked </li></ul></ul><ul><li>Income Classes derived from NCAER study on Indian Demographics. </li></ul><ul><li>Used Bank Deposits at district level as an economic variable under consideration </li></ul><ul><li>The values of the economic variable applied as pivot values to estimate the number & dispersion of households in the income classes for each of the 500 districts & 95 urban centers </li></ul>
  49. 49. Methodology <ul><li>Purchasing Power is a direct function of both household incomes & number of households in each of the income classes </li></ul><ul><ul><li>A prosperous district may be so on account of its population or on account of its HH incomes or both. </li></ul></ul><ul><li>RPP per million Households </li></ul><ul><ul><li>To facilitate unambiguous interpretation. </li></ul></ul><ul><ul><li>Now, a district having high RPP per million HHs necessarily has higher household incomes. </li></ul></ul>
  50. 50. Strategic Application <ul><li>Classification of districts in: </li></ul><ul><ul><li>Relative Development Index (RDI) </li></ul></ul><ul><ul><ul><li>Center for Monitoring Indian Economy (CMIE) </li></ul></ul></ul><ul><ul><li>Socio-cultural Region (SCR) </li></ul></ul><ul><ul><li>MRMR (Mica Rural Market Ratings) </li></ul></ul><ul><ul><ul><li>Mudra Institute of Communication and Advertising </li></ul></ul></ul><ul><ul><li>RPP (Relative Purchasing Power) </li></ul></ul><ul><ul><ul><li>Business Intelligence Unit Chennai 99 and Outreach </li></ul></ul></ul><ul><ul><li>Market Planning Guide - MPV (Market Potential Value) </li></ul></ul><ul><ul><ul><li>RK Swamy and BBDO </li></ul></ul></ul><ul><ul><li>Low Development Index </li></ul></ul>
  51. 51. Methodology <ul><li>District as a unit - Gives a value in terms of the potential of a district (Urban & Rural combined) </li></ul><ul><ul><li>Market Potential Value (MPV) </li></ul></ul><ul><ul><ul><li>Measure of the aggregate Purchasing Power of a district </li></ul></ul></ul><ul><ul><li>Market Potential Index (MPI) </li></ul></ul><ul><ul><ul><li>Measure of the per capita Purchasing Power of a district </li></ul></ul></ul><ul><ul><li>Media Exposure Index </li></ul></ul><ul><ul><ul><li>Measure of the Media Reach of the district in terms of Urban + Rural, Urban & Rural. (The only source of such info in India) </li></ul></ul></ul>
  52. 52. Methodology <ul><li>Used various indicators which can be broadly be classified under three heads </li></ul><ul><ul><li>Agriculture 29.5% </li></ul></ul><ul><ul><li>Industry 29.0% </li></ul></ul><ul><ul><li>Infrastructure 41.5% </li></ul></ul>
  53. 53. The Variables <ul><li>Agriculture </li></ul><ul><ul><li>Per Capita Value output of major crop </li></ul></ul><ul><ul><li>Average size of Operational Land holding </li></ul></ul><ul><ul><li>Cultivators & Agricultural Labourers </li></ul></ul><ul><li>Industry </li></ul><ul><ul><li>Bank credit to Industry </li></ul></ul><ul><ul><li>Employment in Mining/Quarrying </li></ul></ul><ul><li>Infrastructure </li></ul><ul><ul><li>Bank Deposits </li></ul></ul><ul><ul><li>Petrol & Diesel Consumption </li></ul></ul><ul><ul><li>Bank credit to Trade </li></ul></ul><ul><ul><li>Literate population </li></ul></ul><ul><ul><li>Urban Population </li></ul></ul>
  54. 54. Additional Features <ul><li>Contribution of the district to the prosperity of the state in terms of the 3 factors </li></ul><ul><li>Contribution of the three factors to the district prosperity </li></ul><ul><li>Gives 49 Economic Indicators for each district & 122 indicators for each state. </li></ul><ul><li>Lists 3544 of the 3697 census towns of India. </li></ul><ul><li>Gives information on bank offices, deposits, credit, fuel consumption & number of hospital beds at district level (Infrastructure indicators) </li></ul>
  55. 55. Additional Features <ul><li>Contribution of the district to the prosperity of the state in terms of the 3 factors </li></ul><ul><li>Contribution of the three factors to the district prosperity </li></ul><ul><li>Media Exposure Index </li></ul><ul><ul><li>Urban & Rural </li></ul></ul><ul><ul><li>Urban </li></ul></ul><ul><ul><li>Rural </li></ul></ul><ul><ul><li>as indexed to the media penetration figures in Indian Readership Survey. </li></ul></ul>
  56. 56. Media Exposure Index <ul><li>IRS Data reported at State, Town class & Village class levels. </li></ul><ul><li>This data along with census data per district used to extrapolate Media Reach by district. </li></ul><ul><li>This Media Reach indexed against All India Media Reach for Urban & Rural as given by IRS. </li></ul>
  57. 57. Strategic Application <ul><li>Classification of districts in: </li></ul><ul><ul><li>Relative Development Index (RDI) </li></ul></ul><ul><ul><ul><li>Center for Monitoring Indian Economy (CMIE) </li></ul></ul></ul><ul><ul><li>Socio-cultural Region (SCR) </li></ul></ul><ul><ul><li>MRMR (Mica Rural Market Ratings) </li></ul></ul><ul><ul><ul><li>Mudra Institute of Communication and Advertising </li></ul></ul></ul><ul><ul><li>RPP (Relative Purchasing Power) </li></ul></ul><ul><ul><ul><li>Business Intelligence Unit Chennai 99 and Outreach </li></ul></ul></ul><ul><ul><li>Market Planning Guide - MPV (Market Potential Value) </li></ul></ul><ul><ul><ul><li>RK Swamy and BBDO </li></ul></ul></ul><ul><ul><li>Low Development Index </li></ul></ul>
  58. 58. LIDI - Low Income Development Index <ul><li>An index can be based on the following parameters </li></ul><ul><ul><li>Income </li></ul></ul><ul><ul><li>Type of house - Kuchha vs Pucca </li></ul></ul><ul><ul><li>Ownership of durables </li></ul></ul><ul><ul><li>Type of land holding </li></ul></ul><ul><ul><ul><li>Owned vs leased </li></ul></ul></ul><ul><ul><ul><li>Irrigated vs unirrigated </li></ul></ul></ul>
  59. 59. Prioritisation Example - MP <ul><li>Bilaspur </li></ul><ul><li>W. Nimar </li></ul><ul><li>Raigarh </li></ul><ul><li>Surguja </li></ul><ul><li>Bastar </li></ul>Durg Raipur Jabalpur Hoshangabad Betul, Shahdol, Rewa Sidhi, Rajnandgaon, Mandla, Bhind, Shivpuri, Chhatrapur, Seoni, Jhabua, Balaghat Sagar Dhar Chhindwara Guna Mandsuar Morena Satna E. Nimar Indore Dewas Gwalior Bhopal Ujjain Narasimhapur Tikamgarh Panna Sehore Shajapur Ratlam Damoh Datia Rajgarh Raisen Vidisha POP L M H L M H RDI
  60. 60. Possible ways of Identifying a district Especially in the banking sector
  61. 61. Bankability Exposure Index <ul><li>It is a composite of following parameters at district level </li></ul><ul><ul><li>Bank branches per 1 Lac population </li></ul></ul><ul><ul><li>Per capita Bank credits to agriculture </li></ul></ul><ul><ul><li>Per capita Bank credits to Industry </li></ul></ul><ul><ul><li>Per capita bank credits </li></ul></ul><ul><ul><li>Per capita Bank deposits </li></ul></ul><ul><li>This shows how districts have been exploited by the current banking infrastructure </li></ul>
  62. 62. Banking Exposure Index <ul><li>Data sources used are </li></ul><ul><ul><li>CMIE 2001 </li></ul></ul><ul><li>Methodology used is </li></ul><ul><ul><li>Factor analysis to arrive at the weights of each of the parameter </li></ul></ul><ul><ul><ul><li>Contribution of each parameter to BEI </li></ul></ul></ul>
  63. 63. Bankability Index <ul><li>It is a composite of the following parameters </li></ul><ul><ul><li>Relative purchasing power ( RPP- 2001) </li></ul></ul><ul><ul><li>Average size of operational land holding </li></ul></ul><ul><ul><li>Value of Production </li></ul></ul><ul><ul><li>Value of Agriculture Production </li></ul></ul><ul><li>Apart from the bank deposits, this composite index takes contribution of each sector to prosperity of district </li></ul>
  64. 64. Bankability Index <ul><li>Data sources </li></ul><ul><ul><li>CMIE </li></ul></ul><ul><ul><li>RK Swamy market guide </li></ul></ul><ul><ul><li>Census </li></ul></ul>Lets go back to the brief…
  65. 65. However one more parameter can be considered here and that is the bankability index
  66. 66. …Coming back to the brief <ul><li>Strategic intent </li></ul><ul><ul><li>Communication strategy </li></ul></ul><ul><ul><ul><li>In sync with corporate positioning </li></ul></ul></ul><ul><ul><ul><ul><li>‘ Jeetay raho’ (With you at every step in life) </li></ul></ul></ul></ul><ul><ul><ul><li>Right brand imagery for rural audience </li></ul></ul></ul><ul><ul><li>Low cost visibility strategy </li></ul></ul><ul><ul><li>Advisor recruitment strategy </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>Launch ICICI Prudential as a trusted & credible life insurance company in rural markets </li></ul></ul><ul><li>TG </li></ul><ul><ul><li>Rural affluent </li></ul></ul><ul><ul><li>SEC R1 & R2 </li></ul></ul><ul><ul><li>Andhra Pradesh, Kerala, Punjab, Gujarat & Rajasthan </li></ul></ul>
  67. 67. …Coming back to the brief <ul><li>Strategic intent </li></ul><ul><ul><li>Communication strategy </li></ul></ul><ul><ul><ul><li>In sync with corporate positioning </li></ul></ul></ul><ul><ul><ul><ul><li>‘ Jeetay raho’ (With you at every step in life) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Right brand imagery for rural audience </li></ul></ul></ul></ul><ul><ul><li>Low cost visibility strategy </li></ul></ul><ul><ul><li>Advisor recruitment strategy </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>Launch ICICI Prudential as a trusted & credible life insurance company in rural markets </li></ul></ul><ul><li>TG </li></ul><ul><ul><li>Rural affluent </li></ul></ul><ul><ul><li>SEC R1 & R2 </li></ul></ul><ul><ul><li>Andhra Pradesh, Kerala, Punjab, Gujarat & Rajasthan </li></ul></ul>
  68. 68. How we approached? <ul><li>Dipstick in outskirts of Vapi (Gujarat) & Jalandhar (Punjab) </li></ul><ul><ul><li>4 Villages in total: 10-20k population </li></ul></ul><ul><li>Secondary research </li></ul><ul><ul><li>LIC project </li></ul></ul><ul><ul><li>Mart Research </li></ul></ul><ul><li>Understanding from past experience </li></ul>
  69. 69. Brand Scan <ul><li>How well defined are the equities of the brand ? </li></ul><ul><ul><li>the way its performance supports the claim </li></ul></ul><ul><ul><li>the way it is relevant to the consumer’s needs </li></ul></ul><ul><ul><li>the degree to which its image is engaging </li></ul></ul><ul><ul><li>the extent to which it is endorsed by influencers </li></ul></ul><ul><ul><li>the beliefs that consumers have in it </li></ul></ul><ul><ul><li>whether the brand is clearly differentiated </li></ul></ul>What makes you use your favorite brand?
  70. 70. The Idea
  71. 71. The Frame work
  72. 72. Savings v/s Investments Investment Savings Stable future Increase value or decrease expenses Status symbol Comforts Source of income Provision for contingencies Female child Land / home Consumer durable ownership Vehicles ownership House renovation Shop / equipment Daily collection Post office schemes NSC LIC Your take on savings vs investment? Investment / Saving Intent / Trigger Avenues
  73. 73. Insurance and them <ul><li>Awareness for Insurance is Universal </li></ul><ul><li>Saving Instrument </li></ul><ul><ul><li>Most popular formal saving Instrument </li></ul></ul><ul><li>Insurance = Life Insurance </li></ul><ul><ul><li>Awareness for other forms of Insurance is generally low </li></ul></ul><ul><li>Cover against accidents and accidental deaths </li></ul><ul><li>Higher Returns </li></ul>Your take on insurance?
  74. 74. Perceived Benefits of Insurance <ul><li>Security </li></ul><ul><ul><li>Life, Assets & Income </li></ul></ul><ul><li>Bank Loan </li></ul><ul><li>Bulk Return in the Future </li></ul><ul><li>Daughters Marriage </li></ul><ul><ul><li>Big Agenda / Dowry packages </li></ul></ul>
  75. 75. LIC and Them <ul><li>Life insurance policy = Cover against accidental deaths </li></ul><ul><ul><li>Man’s need for LI is greater since his life is perceived at higher risk </li></ul></ul><ul><li>LIC ensures fixed savings and promises inflated returns in future </li></ul><ul><ul><li>Aur agar kuch anhoni ho gayi, to ghar walon ko to madad milegi hi </li></ul></ul><ul><li>Being managed by Government means returns / benefits are </li></ul><ul><ul><li>Secured </li></ul></ul><ul><ul><li>Safe </li></ul></ul><ul><ul><li>Guaranteed </li></ul></ul>Jawalanth Shah – Electrician
  76. 76. LIC and Them <ul><li>High levels of trust in agent as well as LIC </li></ul><ul><li>Renewal of policy is highly subject to agent’s persuasion </li></ul><ul><li>Very comfortable / convenient documentation </li></ul><ul><li>The numerous cases where people got benefited by LIC is key to consumer’s trust </li></ul><ul><ul><li>Comfort in the crowd </li></ul></ul><ul><li>Very high recall for logo </li></ul><ul><li>The insured amount by no means is equivalent to the monetary value of man’s life </li></ul><ul><ul><li>The agent suggests (“decides”) the cover amount </li></ul></ul>Desai – Shop Owner in Pulsana
  77. 77. Audience Prioritization <ul><li>Who is the most important person: the buyer or the user ? </li></ul><ul><li>Where do they buy ? </li></ul><ul><li>What role can influencers play ? </li></ul><ul><li>What kind of responses are desired from each of these groups? </li></ul><ul><li>What is the role of the retailer ? </li></ul>Lets answer these in the context of Insurance
  78. 78. The Consumer <ul><li>Demographics </li></ul><ul><ul><li>Male </li></ul></ul><ul><ul><li>Pucca / semi- pucca houses </li></ul></ul><ul><ul><li>Vehicle & consumer durables ownership </li></ul></ul><ul><ul><li>Educated (minimum standard X) </li></ul></ul>
  79. 79. The Consumer <ul><li>SEC </li></ul><ul><ul><li>Mass affluent </li></ul></ul><ul><ul><ul><li>2 lacs per annum income </li></ul></ul></ul><ul><ul><ul><li>10 acres land </li></ul></ul></ul><ul><ul><ul><li>Single source of income </li></ul></ul></ul><ul><li>SEC </li></ul><ul><ul><li>HNI </li></ul></ul><ul><ul><ul><li>Very well to do </li></ul></ul></ul><ul><ul><ul><li>Lots of land </li></ul></ul></ul><ul><ul><ul><li>Double source of income </li></ul></ul></ul><ul><ul><ul><li>Politically inclined </li></ul></ul></ul><ul><ul><li>Opinion leader </li></ul></ul><ul><ul><ul><li>Respected because of being in a respectable profession (teacher, pradhan etc) </li></ul></ul></ul>
  80. 80. The Consumer <ul><li>Psychographics </li></ul><ul><ul><li>Risk averse </li></ul></ul><ul><ul><li>High aspirations for their children </li></ul></ul><ul><ul><li>Kids of all tractor owners study in near by city </li></ul></ul><ul><ul><li>Always on the look out for better yield and purchase of more land </li></ul></ul><ul><ul><li>Child esp girl child’s marriage of utmost concern </li></ul></ul><ul><ul><li>Aspires for better standard of living </li></ul></ul><ul><ul><li>Dreams to go abroad </li></ul></ul><ul><ul><li>Surplus Income if any is invested in </li></ul></ul><ul><ul><ul><li>Farm equipment </li></ul></ul></ul><ul><ul><ul><li>Repayment of loan </li></ul></ul></ul><ul><ul><ul><li>Lending loan to earn interest </li></ul></ul></ul>
  81. 81. Has the Rural Consumer Changed? Lets look at some indicators
  82. 82. Changing trends in rural Some indicators Perceive changing attitudes
  83. 83. VCD/DVD players <ul><li>Easy availability of VCD/DVD players in rural areas </li></ul><ul><li>VCD’s/DVD’s and MP3 CD’s being sold in open haats along with second hand VCD/DVD players </li></ul><ul><li>A common sight across larger haats which are closer to the highway/town </li></ul><ul><li>Pirated version of films/music etc easily available </li></ul><ul><li>The same is available at the village level </li></ul><ul><ul><li>People hire out VCD/DVD players + CD’s to watch latest films </li></ul></ul>Opportunity for brands to ride on this ??
  84. 84. Mobile repair shops
  85. 85. Mobile repair shops <ul><li>Mobile penetration has increased in rural areas in the last few years </li></ul><ul><li>A lot of mobile repair shops have opened up in small towns (across UP, Rajashtan and Maharashtra) </li></ul><ul><li>The biggest reason for these shops to exist and survive is the availability of second hand mobile phones in these towns </li></ul><ul><ul><li>These second hand phones reach these small towns through the large cities </li></ul></ul><ul><ul><li>Second hand phones by default need repairs and hence provide business opportunity for these shops </li></ul></ul><ul><li>These shops also sell second hand/third hand mobile phones at as low as Rs 300-350 (with no guarantee) </li></ul>
  86. 86. English Coaching Classes <ul><li>English coaching classes existed in states like UP and MP in the past also </li></ul><ul><li>Now the numbers seem to have gone up considerably </li></ul><ul><ul><li>Or may be they have started advertising </li></ul></ul><ul><li>These classes “do not aim at making professors out of their students” (verbatim) </li></ul><ul><li>They are however encashing on the opportunity that has been created through BPO’s and Retail </li></ul><ul><li>Students need to understand the basics of English and need to be fluent in basic questions (Sir, our bank is offering you a free card or Are you paying by cash or card) </li></ul>Opportunity for brands like Axe, Clinic All Clear, FAL etc to talk to this audience who is getting out of their shell to learn the ways of a city life ???
  87. 87. Vinyl/Flex Printing Shops <ul><li>With the advent of cheaper printing machines and competition, vinyl/flex printing has become cheap </li></ul><ul><li>This technology /machines have found their way into the small towns as well </li></ul><ul><li>Few years back, Political parties, Shop fronts used to depend on cloth or painted boards/banner </li></ul><ul><li>Things have changed now </li></ul><ul><ul><li>Apart from Shop fronts, political rallies, hoardings etc even marriage parties now have messages (Ashish weds Seema) printed on a flex banner along with the faces </li></ul></ul><ul><li>The cost is low and there seems to be enough business for many small shops </li></ul>
  88. 88. Mid day meal scheme <ul><li>Few state governments had started a mid may meal scheme in schools to encourage parents to send their children to school </li></ul><ul><li>These meals used to be prepared in and around the school where few teachers, helpers and students used top prepare these meals </li></ul><ul><li>In Rajashtan, through a “Public- Private” partnership there is a body that prepares the meals and delvers it everyday to these schools </li></ul><ul><ul><li>This is the governments initiative to standardize or raise the quality of the meals </li></ul></ul>Opportunity for Annapurna salt/Atta, other Foods and beverages brands to tap into this
  89. 89. Changing tastes in food? <ul><li>MURI or puffed rice used to be the best form of snacks in rural West Bengal </li></ul><ul><li>Muri stalls were a common sights in haats and markets </li></ul><ul><li>Now in every feeder town/haat one finds a lot of THELAS (carts) serving Fast Food items like Chowmein, Chinese, Rolls etc. </li></ul><ul><li>While these are frequented mostly by youngsters, even the older generation doesn’t miss a chance to try this </li></ul><ul><li>Haats and feeder towns are source of information as well as a place for rural audience to try out new things </li></ul><ul><ul><li>The presence of these new food items in haats is a sign of that </li></ul></ul>Will it be too early for Knorr to tap this potential ?
  90. 90. Private schools in rural <ul><li>Till few years back, a village was considered unlucky if did not have a single proper school </li></ul><ul><li>Now days it is considered unlucky if doesn’t have a private (may be an English medium school) </li></ul><ul><li>A lot of villagers now have the facility of sending their children to a private school </li></ul><ul><li>Private schools are more common in areas with poor public school presence or performance </li></ul><ul><li>Hence backward states like MP, UP etc seem to have more private schools as compared to progressive states like Maharashtra </li></ul>
  91. 91. Signs of Awakening?? <ul><li>Health and Hygiene consciousness seems to be increasing in rural areas </li></ul><ul><li>A lot of villages in MP have witnessed social/health and hygiene messages messaging </li></ul><ul><li>These messages have been put up either by local bodies or NGO’s </li></ul><ul><li>Most of the message are very basic and the format allows high frequency and coverage across the village </li></ul>How about some messages from from Lifebuoy, Annapurna salt, Clinic Plus, Shakti etc??
  92. 92. Private PCO’s <ul><li>Mobile phones have penetrated deep down in smaller villages </li></ul><ul><li>While people who travel out of their village carry mobile phones, people back in the village need some means of contacting them </li></ul><ul><li>This need is fulfilled by a lot of Private PCO’s </li></ul><ul><li>According to the PCO owner, most of the calls from these PCO’s are made to Mobile phones </li></ul><ul><li>Apart from the above the PCO’s have also managed to connect the villages to cities other villages </li></ul><ul><li>This has improved the overall communication level and connectivity of those villages </li></ul>
  93. 93. Emphasis on English in rural schools ??
  94. 94. Emphasis on English?? <ul><li>Basic English was taught to children in slightly higher classes in some schools in rural India </li></ul><ul><li>While English has found many more takers in rural schools, it is the right pronunciation that has gained importance in few schools </li></ul><ul><li>Class 2 children are now taught words with the help of “Phonetic techniques” (as they are called in these schools in Maharashtra) </li></ul><ul><li>Each English word is written in Hindi to help children get the right pronunciation </li></ul>Words in Hindi written below the English words
  95. 95. DTH – Tata Sky, IGO, LG
  96. 96. DTH ..Is this the answer to media darkness??? <ul><li>In rural areas due to the spread of the village, cabling becomes a huge issue </li></ul><ul><li>This impacted people who wanted to go beyond Doordarshan and could afford Satellite channels </li></ul><ul><li>DTH offerings from Zee and Doordarshan seem to be solution to this </li></ul><ul><li>While the numbers are yet small but they seem to be the answer for a lot of R1 households in the villages </li></ul><ul><li>In most of the cases, the seller provides the vouchers for the entire year at the time of the purchase and hence makes life simpler for both the parties </li></ul>
  97. 97. Rural India on internet?
  98. 98. Connecting with rural consumers <ul><li>Rural India till now has been left behind in the internet race as they do not have access to computers or connectivity </li></ul><ul><li>With the launch of the e-post by INDIA POST, rural population can now be contacted via email </li></ul><ul><li>E-post is a service under which printed or even handwritten messages of customers are scanned and transmitted as email through internet </li></ul><ul><li>At the destination offices, these messages are printed, enveloped and delivered through postmen like other letters at the postal addresses </li></ul><ul><li>These e-post centres are equipped with internet connection, computers, printers and other necessary equipment </li></ul><ul><li>e-post service is not limited to the e-post centres. It can be availed of from any Post Office </li></ul>e-post can enable us to advertise to select customers in villages
  99. 99. Real time trading for Indian farmers <ul><li>Multi Commodities Exchange has tied up with India Post for in states of Maharashtra, Gujurat and MP to reach out to farmers </li></ul><ul><li>MCX representative is stationed at selected Post offices, where he receives agri related queries from farmers </li></ul><ul><li>Queries are sent on-line to the nearest agriculture research center and responses delivered via the post man </li></ul><ul><li>The exchange charges Rs. 10 per query on crop advisory services </li></ul><ul><li>Ticker and even black boards to be used to share the latest prevailing prices </li></ul><ul><li>1,55,000 post offices to be tied up under this program </li></ul><ul><li>Exchange has also tied up with ware houses for giving the best rates </li></ul><ul><li>Crop insurance is also being bundled for the farmers availing the MCX exchange facility </li></ul>
  100. 100. Creative Strategy
  101. 101. C oncep t
  102. 102. An Unwise Saying: t he traditional village.. where life stands still waiting……..
  103. 103. <ul><li>but… .. </li></ul>
  104. 104. t he winds of change approach.. sounding the drums of tomorrow, t oda y !
  105. 105. wake up to new worl d …
  106. 106. <ul><li>start a new r evolution …. </li></ul><ul><li>In your l ives </li></ul>
  107. 107. <ul><li>change t oday… </li></ul><ul><li>for a better tomorro w </li></ul>
  108. 108. A Wise Saying: B adli Zarooratein, B adle Khwaab B adli Duniya, B adle Aap ,
  109. 110. What have we done?
  110. 111. <ul><li>What does the route stand for? </li></ul><ul><ul><li>Progressive </li></ul></ul><ul><ul><li>Change (LIC is fuddy-duddy) </li></ul></ul><ul><ul><ul><li>Representative of change and not revolution </li></ul></ul></ul><ul><ul><li>Positive (we are talking about death?) </li></ul></ul><ul><ul><li>Tickles their dreams </li></ul></ul><ul><ul><ul><li>Dreams are not larger than life </li></ul></ul></ul><ul><li>Is it in line with the corporate strategy? </li></ul><ul><ul><li>Jeetay raho ( We cover you at every step in life) </li></ul></ul><ul><li>Does it go with the rural consumer? </li></ul><ul><ul><li>Changing trends </li></ul></ul>But how can we bring about trust and credibility
  111. 112. C ampaign D esign
  112. 117. While LIC gives you security only (Savings), I give you more (Investment)
  113. 118. Ideas depend on the mediums chosen to communicate
  114. 119. Where <ul><li>Before deciding on the right media vehicle to reach our target consumer, it is necessary to track the movement of the target audience. </li></ul>
  115. 120. Highway/ Road Haat (Weekly Market) Feeder Town Dhaba Large Village Small Village Tracking the Movement of the TG
  116. 121. Where <ul><li>Home-live : Where they reside ( Village) </li></ul><ul><li>Buy-sell : Transactions, sales (Haat & Feeder Town) </li></ul><ul><li>Source to reach destination : ( Local transport) </li></ul>
  117. 122. F loat
  118. 125. W all painting
  119. 133. M ela
  120. 137. Haat
  121. 138. R ailway crossing
  122. 139. f ilm
  123. 140. w e have thought of 3 story for the film which will be played simultaneously and each story depicts two endings .
  124. 141. { Story -1 } Film opens inside a house we see a family of four a man, his wife, 8 year old girl and a newborn baby. They all are watching television, in which a news correspondent comes to read news. The girl gets up holds a comb and starts reading the news as the correspondent reads. Cut to family smiling and appreciating her act. Cut to we see man’s picture on a wall with a ‘mala’ on it. Cut to we see people standing on the door asking for the money that is due on this family. Now we see wife crying and girl looking at her. Shot of both wife and daughter doing household work in a house Slow dissolve Now the film starts again and we see the same family of four a man, his wife, 8-year-old girl and a newborn baby. They all are watching television, in which a news correspondent comes to read news. The girl gets up holds a comb and starts reading the news as the correspondent reads. Cut to family smiling and appreciating her act. Cut to we see man’s picture on a wall with a ‘mala’ on it. Cut to we see people standing on the door asking for the money that is due on this family. Now we see wife about to break down just then a guy enters wearing a ICICI Prudential Life Insurance shirt, he comes and hands over a check of 5,00,000 Rs. Now we see people going out happily counting money. Now we see that same girl reading news on television. Cut to wife and daughter looking at the news with a smile on there face. Cut to on a split screen on one side is wife and daughter working in a house while on the other side is girl reading news on television.
  125. 142. VO: B adli Zarooratein, B adle Khwaab, B adli Duniya, B adle Aap . Super appears: ICICI Prudential LifeInsurance ‘Badlte saamay me aapka saathi’
  126. 143. { Story -2 } Film opens on a middle aged man, it’s early in the morning he walks into a cattle farm fills water in the tank, feeds cattle’s, sells milk, works in the farm, works in a kirana shop. He does lots of work with transition of time. One day he walks to his house holding tickets. He shows it to his family and tells them “Hum sab ghumne jaa rahe hain… shehar” everybody is excited and happy. Slow dissolve Cut to same story a middle aged man, it’s early in the morning he walks into a cattle farm fills water in the tank, feeds cattle’s, sales milk, works in the farm, works in a kirana shop. He does lots of work with transition of time. One day he walks to his house holding tickets. He shows it to his family and tells them “Hum sab ghumne jaa rahe hain… Videsh” everybody is excited and happy. Cut to on a split screen on one side we see him getting into a train with his family. While in the other one, we see him outside an airport with his family.
  127. 144. VO: B adli Zarooratein, B adle Khwaab, B adli Duniya, B adle Aap . Cut to the family standing outside airport that reads ‘Antar rashtriye hawai adda’. Super appears: ICICI Prudential LifeInsurance ‘Badlte saamay me aapka saathi’
  128. 145. { Story -3 } Film opens on an 18-year-old girl doing household work like cutting vegetables, cooking, cleaning house and studying. One-day one boy from a below middle class family comes to her house with his family and then she gets married to him. Then she leaves her parents house with her husband ‘Vidai’. She leaves home with her husband in a bullock cart. Slow dissolve Cut to same film an 18-year-old girl doing household work like cutting vegetables, cooking, cleaning house and studying. One-day one boy from above middle class family comes to her house with his family and then she gets married to him. Then she leaves her parents house with her husband ‘Vidai’. She leaves home with her husband in a car. Cut to on a split screen on one side we see her on a bullock cart. While in the other one, we see her in a car. .
  129. 146. VO: B adli Zarooratein, B adle Khwaab, B adli Duniya, B adle Aap . Cut to her mom and dad smiling and with satisfying looks on their face. Super appears: ICICI Prudential LifeInsurance ‘Badlte saamay me aapka saathi’
  130. 147. …Coming back to the brief <ul><li>Strategic intent </li></ul><ul><ul><li>Communication strategy </li></ul></ul><ul><ul><ul><li>In sync with corporate positioning </li></ul></ul></ul><ul><ul><ul><ul><li>‘ Jeetay raho’ (Har zaroorat mein aapke saath) </li></ul></ul></ul></ul><ul><ul><ul><li>Right brand imagery for rural audience </li></ul></ul></ul><ul><ul><li>Low cost visibility strategy </li></ul></ul><ul><ul><li>Advisor recruitment strategy </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>Launch ICICI Prudential as a trusted & credible life insurance company in rural markets </li></ul></ul><ul><li>TG </li></ul><ul><ul><li>Rural affluent </li></ul></ul><ul><ul><li>SEC R1 & R2 </li></ul></ul><ul><ul><li>Andhra Pradesh, Kerala, Punjab, Gujarat & Rajasthan </li></ul></ul>
  131. 148. Recruiting the Agents
  132. 149. Building the Agent Network <ul><li>Who? </li></ul><ul><ul><li>Educated </li></ul></ul><ul><ul><li>Understand Business </li></ul></ul><ul><ul><li>Wants to Make Money </li></ul></ul><ul><ul><li>Entry into R1 / R2 Houses </li></ul></ul>
  133. 150. Cable Operator
  134. 151. The Cable Operator <ul><li>Educated – Businessmen </li></ul><ul><ul><li>Government Supports in some cases </li></ul></ul><ul><li>Money Minded Youth </li></ul><ul><li>Current set requires investment </li></ul><ul><li>Access to all homes with Cable Connections </li></ul><ul><ul><li>200-400 homes on an average </li></ul></ul><ul><li>Under threat from DTH </li></ul><ul><ul><li>Tata Sky, IGO </li></ul></ul><ul><ul><li>Needs second income avenue </li></ul></ul>
  135. 152. How do you Reach him? <ul><li>Cable association at State / District Levels </li></ul><ul><ul><li>Nashik Cable Operator Association / Vapi Cable Operator Association </li></ul></ul><ul><li>Mostly headed small time businessmen / politicians who leverage positive work done during their term for future endeavors </li></ul><ul><ul><li>During my term I did “xyz” for the organization </li></ul></ul>
  136. 153. Highlights from Anil Parab <ul><li>“ I united the highly fragmented cable operators under Coda and took up cudgels against the unscrupulous multi-system operators who were dictating terms to the last mile operators ” </li></ul><ul><ul><ul><ul><li>Shiv Sena Vibhag Pramukh and Coda (Cable Operators and Distributors Association) president Anil Parab </li></ul></ul></ul></ul>http://us.indiantelevision.com/interviews/y2k3/executive/anilparab.htm
  137. 154. Target Audience Existing Cable Operators New Cable Operators
  138. 155. Existing Cable Operators <ul><li>Invite the LMO’s to a banquet hall </li></ul><ul><li>Representative from ICICI Prudential to pitch business opportunity </li></ul><ul><li>Honor Head of Association </li></ul><ul><li>Registrations </li></ul><ul><li>Call to Action Number </li></ul><ul><li>Screening of AV – Testimonial </li></ul>
  139. 156. New Cable Operators <ul><li>Need between 20,000 to 40,000 Rs; to set-up business </li></ul><ul><li>ICICI Bank to provide loan – incentive to become Insurance agent for ICICI Prudential </li></ul><ul><li>Screening of Testimonial AV </li></ul>
  140. 157. Training <ul><li>Once the probable agent has been identified </li></ul><ul><li>He is taken through ICICI Pru “Advisor Training Program” </li></ul><ul><ul><li>Certification </li></ul></ul><ul><ul><li>Should include Business and IPC skills training workshop </li></ul></ul>
  141. 158. Building Credentials
  142. 159. The Demo-Kit
  143. 160. Activation - Launch Strategy
  144. 161. Mass Influence Programs But how can we bring about trust and credibility Awareness TOM Static Localized Agent Credentials Building Trust Interactive Events Frequency builders Sustenance Haats, Mandis & Feeder towns Religious Festivals Mela’s
  145. 162. But how can we bring about trust and credibility Awareness TOM Static Localized
  146. 163. Village Level Visibility
  147. 164. But how can we bring about trust and credibility Agent Credentials Building Trust Interactive Events
  148. 165. Launching the Agent <ul><li>Agents sphere of Operation </li></ul><ul><ul><li>Agent Home Village </li></ul></ul><ul><ul><li>Satellite Villages </li></ul></ul>Collection of Subscription Satellite Villages Satellite Villages Satellite Villages Satellite Villages Advisors Village
  149. 166. Establishing Agent Credibility <ul><li>Introducing his new business initiative to his own village </li></ul><ul><li>Inspiring Trust by showcasing backing of establish co-operate </li></ul>
  150. 167. <ul><li>Team of uniformed communicators go door – to – door inviting the TG for an evening event outside the Agent’s House </li></ul><ul><ul><li>Only R1 and R2 homes </li></ul></ul><ul><ul><li>Announcing that the Cable Operator is now also an ICICI Prudential Agent </li></ul></ul><ul><ul><li>Explain how his association with ICICI Prudential is beneficial for them </li></ul></ul><ul><li>The agent to accompany team and personally invite Key Opinion Leaders from the Village </li></ul>Establishing Agent Credibility
  151. 168. The Evening Event <ul><li>Shamiana Set-up </li></ul><ul><li>ICICI Prudential Representative to introduce company </li></ul><ul><ul><li>History </li></ul></ul><ul><li>IRDA and RBI norms – safety of money </li></ul><ul><li>Communicating Advantages </li></ul><ul><ul><li>Insurance, Private Player and ICICI Prudential </li></ul></ul><ul><li>Highlight Agent Credentials (Training + Certification </li></ul><ul><li>Small AV – Slice of Life </li></ul>
  152. 169. Establishing Agent Credentials in Satellite Villages <ul><li>The agent along with a fabricated mobile unit will move to all Satellite Villages </li></ul><ul><li>The agent will personally visit all R1, R2 homes and tell them about his new venture </li></ul><ul><ul><li>Existing Relationship </li></ul></ul><ul><ul><li>Hands over the AV cd </li></ul></ul><ul><li>The fabricated van to make announcements and give out leaflets </li></ul><ul><li>Visibility at Retail level through </li></ul><ul><ul><li>Posters, Banners and Flanges </li></ul></ul>
  153. 170. Agent’s house
  154. 171. But how can we bring about trust and credibility Frequency builders Sustenance Haats, Mandis & Feeder towns
  155. 172. Feeder Towns <ul><li>It has three to four main market and five to six smaller markets </li></ul><ul><li>It has around fifteen to twenty colonies </li></ul><ul><li>The number of PSU banks are high and are generally located at </li></ul><ul><ul><li>Mandi area or the main road </li></ul></ul><ul><li>Self employment is the primary mode of occupation </li></ul><ul><ul><li>Trading </li></ul></ul><ul><li>Buses, trekkers and matadors are the primary mode of local transport </li></ul><ul><li>It is spread in a radius of seven to ten KM </li></ul>
  156. 173. Employment for People from nearby villages
  157. 175. Float activity <ul><li>Branded float </li></ul><ul><ul><li>Will Cover towns & Mandi’s </li></ul></ul><ul><ul><li>Manned by Uniformed Communicators </li></ul></ul><ul><ul><li>Street Play Artistes to perform on a brand led script </li></ul></ul><ul><ul><li>Cover 4 locations a day </li></ul></ul>Would spend 3 days in towns, 5 days in Mandi’s and Mills
  158. 176. …Coming back to the brief <ul><li>Strategic intent </li></ul><ul><ul><li>Communication strategy </li></ul></ul><ul><ul><ul><li>In sync with corporate positioning </li></ul></ul></ul><ul><ul><ul><ul><li>‘ Jeetay raho’ (Har zaroorat mein aapke saath) </li></ul></ul></ul></ul><ul><ul><ul><li>Right brand imagery for rural audience </li></ul></ul></ul><ul><ul><li>Low cost visibility strategy </li></ul></ul><ul><ul><li>Advisor recruitment strategy </li></ul></ul><ul><li>Objective </li></ul><ul><ul><li>Launch ICICI Prudential as a trusted & credible life insurance company in rural markets </li></ul></ul><ul><li>TG </li></ul><ul><ul><li>Rural affluent </li></ul></ul><ul><ul><li>SEC R1 & R2 </li></ul></ul><ul><ul><li>Andhra Pradesh, Kerala, Punjab, Gujarat & Rajasthan </li></ul></ul>
  159. 177. Commercial Points <ul><li>Haat Shop signage, Canopies, Dispensers, Demonstrations, Banners - Horizontal/Vertical, Folk performances </li></ul><ul><li>Mandi Gates, Cycle stands </li></ul><ul><li>Pashu Mela Shop covers, Canopies, Umbrellas, </li></ul><ul><li>Cooperative Wall Paintings,Tin Plates, Cart, Cycle -Shops </li></ul><ul><li>Banks Shop Paintings, Branded bags, </li></ul><ul><li>Milk Coll’n Points Demonstrations, Hand Bills, Posters </li></ul><ul><li>Agro Equip. Announcement Drums, Free Health Check Ups, </li></ul><ul><li>Shops News Bulletin Boards </li></ul><ul><li>STD booths Signage, Drinking Water facility ,Toilets </li></ul>
  160. 178. Commercial Points <ul><li>Haat Shop signage, Canopies, Dispensers, Demonstrations, Banners - Horizontal/Vertical, Folk performances </li></ul><ul><li>Mandi Gates, Cycle stands </li></ul><ul><li>Pashu Mela Shop covers, Canopies, Umbrellas, </li></ul><ul><li>Cooperative Wall Paintings,Tin Plates, Cart, Cycle -Shops </li></ul><ul><li>Banks Shop Paintings, Branded bags, </li></ul><ul><li>Milk Coll’n Points Demonstrations, Hand Bills, Posters </li></ul><ul><li>Agro Equip. Announcement Drums, Free Health Check Ups, </li></ul><ul><li>Shops News Bulletin Boards </li></ul><ul><li>STD booths Signage, Drinking Water facility ,Toilets </li></ul>
  161. 179. Hoardings <ul><li>2 to 6 hoardings per town depending on the pop strata </li></ul>
  162. 180. Railway Crossing Branding
  163. 181. Branding Modes of Transport
  164. 182. Brand Modes of Transport
  165. 183. Mass Influence Programs But how can we bring about trust and credibility Religious Festivals Mela’s
  166. 184. Activating Haats Last year alone we activated more then 3,000 haats with different brands through Multiple Exposures
  167. 185. What is a Haat? <ul><li>Haats are the hubs of rural economy </li></ul><ul><ul><li>a place for transactions </li></ul></ul><ul><ul><li>a reflection of the pattern of consumption and production in villages </li></ul></ul><ul><ul><li>they are traditional institutions, an integral part of the rural environment – both physically and culturally </li></ul></ul><ul><li>The prominent feature of haats is their periodicity </li></ul><ul><ul><li>most are held once a week, at a fixed location </li></ul></ul><ul><li>It can be a congregation of as many as 4000- 6000 people per haat day </li></ul>
  168. 186. Haat in a ground
  169. 187. Haat by the road/street
  170. 188. Haat
  171. 189. Registration – Database Registration – Database
  172. 190. Brief on Policies using Visual Aids
  173. 191. Interactive Brand Communication Tools
  174. 192. Introduction of the ICICI Prudential Local Agent
  175. 193. Health – Check
  176. 194. Visibility @ the Haat
  177. 195. Birds-eye view of a Haat
  178. 196. Haat in a ground
  179. 198. “ Jharokha” <ul><li>10 by 10 billboard set-up on the side of the Wall </li></ul><ul><li>Cemented and Safe </li></ul><ul><li>Guaranteed period – Rentals </li></ul><ul><li>Uncluttered </li></ul><ul><li>Reccee for Site Identification </li></ul>
  180. 199. Activating Mela’s
  181. 200. About Melas in general <ul><li>A total of over 4000 melas are held in India </li></ul><ul><li>Total congregation of over 12.5 crores </li></ul><ul><li>Attendance from 10,000 to 20 lac </li></ul><ul><li>Most Melas between September -April </li></ul>
  182. 201. Why do people visit melas? <ul><li>Religious reasons </li></ul><ul><ul><li>Puja, Mannat, Snaan </li></ul></ul><ul><li>Cattle buying and selling </li></ul><ul><li>Entertainment </li></ul><ul><li>It is a routine to visit them </li></ul><ul><ul><li>because they have been visiting the Mela for many years </li></ul></ul>
  183. 202. Every Mela offers unique Opportunities
  184. 203. Sabrimala <ul><li>Devotees have to take a bath before doing 'darshan', </li></ul><ul><li>T he temple is on a hill top and “devotees” go barefooted </li></ul><ul><li>We had mobile bathing units at the sta r t of the hill on the way to the shrine </li></ul><ul><li>C onsumers can come there have a bath with Lifebuoy free of cost </li></ul>
  185. 206. Nauchandi, Bramhotsav, Sonepur (will be done in 2007 ) <ul><li>There is a huge parking area for Nauchandi, </li></ul><ul><ul><li>P ole kiosk and W elcome gate next to the parking lot </li></ul></ul><ul><li>T here are eateries in the mela site </li></ul><ul><ul><li>M obile kiosk in front of big eateries so that consumers can wash their hands with Lifebuoy free of cost </li></ul></ul><ul><li>Demonstration through glowgerm demo </li></ul>
  186. 207. Our Strengths <ul><li>Robust Mela Database </li></ul><ul><li>Local Knowledge </li></ul><ul><li>Experience in Implementation Mela Programs </li></ul>
  187. 208. Branded Stall Wall Paintings Transport branding Welcome Arches Stilt Walker Wall Paintings Uniformed Communicators Magician Hoardings Pole Kiosks Mela Options
  188. 209. Media planning
  189. 210. Media Report <ul><li>Shows report of media penetration in the selected area as well as adds map to the view. The data used for this report is a pre-calculated index. </li></ul>
  190. 211. Thinking elements <ul><li>Objective </li></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><li>Target Group </li></ul><ul><li>Brand Scan </li></ul><ul><li>Environment scan (Competition, industry trends) </li></ul><ul><li>Product features </li></ul><ul><li>Pricing </li></ul><ul><li>Distribution network </li></ul><ul><li>Sales Structure/training/motivation </li></ul>
  191. 212. Thinking elements <ul><li>9. Positioning (Proposition + reason why) </li></ul><ul><li>10. Media/marketing/advertising challenge </li></ul><ul><li>11. Creative Strategy </li></ul><ul><ul><li>Proposition, possible routes </li></ul></ul><ul><li>12. Creative execution </li></ul><ul><ul><li>Print ad </li></ul></ul><ul><ul><li>Radio ad </li></ul></ul><ul><ul><li>Commercial </li></ul></ul><ul><li>13. Points of contact </li></ul><ul><li>14. Medium/360 ideas </li></ul><ul><ul><li>Mass media (TV, Print, Radio) </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><ul><li>Direct and Tele Marketing </li></ul></ul><ul><ul><li>Activation (Outdoor – hoardings/bus shelters/signage/modes of transport/other visibility mediums, events, contests, promotions, POS, sponsorships, Last mile) </li></ul></ul><ul><ul><li>Cinema Activation </li></ul></ul><ul><ul><li>Internet (Popup, Banner, Blog) </li></ul></ul><ul><ul><li>Viral, Buzz, WOM </li></ul></ul><ul><ul><li>Cause related/Social Marketing </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><li>15. Media planning </li></ul>
  192. 213. Thank You

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