Rural communication


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Rural Marketing, Rural communication, Promotions, discounts, offers,

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Rural communication

  1. 1. Communication strategies forCommunication strategies for rural marketsrural markets 2014
  2. 2. Road map to rural India...!!! Φ Virtual tour Φ FORMAL/ CONVENTIONAL MEDIA Φ INFORMAL/ RURAL SPECIFIC MEDIA Φ Some Famous Examples: Φ ITC e- choupal Φ Hindustan Lever Limited and the Soap Market Φ Coca cola
  3. 3. Come...Lets go to village virtual tour  Large but scattered population  69.9% of Indians in rural areas as of 2010 (world bank report 2012)  700 million people spread around 6,27,000 villages.  87.5% of the rural population belongs to bottom of the pyramid  Average income of less Rs.2000/- per month  54 % to GDP  About 50% of income comes from agriculture. Estimated annual size of the rural market  FMCG Rs. 65,000 Crore  Durables Rs. 5,000 Crore  Agri-Inputs Rs. 45,000 Crore  2 / 4 Wheelers Rs. 8,000 Crore
  4. 4. FORMAL/ CONVENTIONAL MEDIA  Do not provide the touch and feel of the product  Mass media (reaches around 60% rural population)  2 out of 5 Indians are unreachable by mass media TV – Tv is the most preferred (40% access to TV): power cuts are common and this restricts viewing time. – Doordarshan most popular channel Print media (Print media reaches 23%) Cinema (reach 30%) Outdoor (wall paintings, hoardings, tree boards)
  5. 5. Radio (Reaches 35% of rural population) Radio can reach a large number of poor people because it is affordable and uses little electricity. There are specific programmes for agriculturists like ‘Farm and Home Programme or ‘Krishi Darshan’ in all regional languages, The main advantage is that it is cost effective medium. Colgate, Jyoti Laboratories, Zandu Balm, Juari Industries are some companies using radio for communication.
  6. 6. INFORMAL/ RURAL SPECIFIC MEDIA Haats & Melas Over 47,000 haats and 25,000 melas are held annually. The average daily sale at a Haat isabout Rs.2.25 Lacs Annual sales at melas amount to Rs.3,500 crore. Over half the shoppers at haats have shopping lists. More than 10,000 melas draw visitors from all over India. Nearly half the outlets at melas are for manufactured goods. Mobile supermarkets (75% are held once a week, 20% twice a week and the rest are organised daily) Good platform for demonstrations
  7. 7. Good for introducing new brands and building brands About 5000 are commercial in nature, used for brand promotions Women's are present in large number Kumbh mela (Haridwar, Allahabad, Ujjain, Nasik) Sonepur mela (Bihar) HLL, P&G set up kiosks. Mahindra & Mahindra set up information counter for its tractor at Pushkar mela (Rajasthan) Nestle arranges coffee and Maggie shop
  8. 8. Opinion leaders Mandis – These are agricultural markets set up by govt. to procure agri. Produce from farmers – Serve as a platform for product demo and on the spot sales – Used for promoting durables and agricultural products
  9. 9.  Farm to farm/ house to house – Hindustan lever (fair and lovely) in villages with population of 2000+ to expand user base – Reached 10% of villages and 17% of households in MP,UP and Bihar – 46% brand conversions (35% was from non users)  Group meetings – MRF tractor owners meet (TOMEE) – TAFE (direct contact exercises in 9 states – 44 centres): sales growth of 12% after one month of campaign
  10. 10. Audio Visual publicity vans – Create word of mouth publicity – HLL (fair and lovely) home to home campaign was supported by Audio visual show and product demonstrations – Costly to hire and maintain – Cost per contact is more than conventional media Demonstrations – Dalda launch, fed pakodas on street corner to convey that they can use it for frying (method demonstration) – Hero, TVS and Kinetic gave live demonstrations in Kolhapur for Maharashtra sugar co operative (they got 400 orders)
  11. 11. Folk Media Folk theatre Magic show Puppet shows Popular in Rajasthan LIC uses it to educate masses in UP, Bihar and MP The number of inquiries at LIC offices after the show was higher. Interactive games
  12. 12. Street theatre Deeply rooted in the Indian tradition To propagate social and political messages and to create an awareness regarding critical issues. Street theatre breaks the formal barriers and approaches the people directly. Games Rajdoot organizes wrestling competition for the villagers in which one of the wrestler brought by them. The other one is a villager. The winner get to test ride their bikes. The wrestling is a symbol of their products USP. That is: ruggedness
  13. 13. ITC e- choupal  Initiative by ITC (2000)  Directly links the rural farmers with the company  Procured by such companies from mandis .  The PCs and Internet access at certain centres enable the farmers to obtain information on mandi prices , good farming practices, and to place orders for agricultural inputs, such as seeds and fertilizers.  This access to information helps farmers in improving the quality of produce and obtaining better prices.  A literate farmer elected from the village acts as the interface between the illiterate farmers and the computer.
  14. 14. Selling Health: Hindustan Lever Limited and the Soap Market Results of research done among focus group in rural areas. – 5 of 13 washed their hands before eating – 10 of 18 washed their hands before preparing food – If they did wash hands, often used water or a proxy product for soap such as mud or ash. – after handling cow dung 5 of 7 rinsed their hands with water – one washed with mud, and one used soap.
  15. 15. o School and village presentation o Children aged 5-13 o Through stories o Learn about germs how they cause diseases o Importance of using soap and when to use o Demonstration to show that Visual clean is not safe clean o Lifebuoy village health day o Health camp and check up o Village doctor as opinion leader o Healthy child award o Health skits and poems by kids to gain involvement o Demonstrations and awards for best presenters
  16. 16. o Diarrhea management workshop o For young mothers and pregnant women o Dangers of diarrhea o Health checks o Launch of the Lifebuoy health club o Formation of health club which includes activities centered on hygiene and keeping the village clean o Facilitators return 4-6 times more o HLL created health based brand differentiation o Increased the sale of its low cost mass market soap o Built new habits, involving its brand o Built brand loyalty o Fulfilling its corporate purpose ‘to raise the quality of life’
  17. 17. Coca cola: India’s Thirst for Rural Market Coca cola India’s Rural Marketing Strategy Based on three A’s – Availability : availability of the product to customer – Affordability: Product Pricing – Acceptability : convincing the customer to buy the product
  18. 18.  Extensive marketing in the mass media and outdoor advertising  Aggressive rural communication campaign  Hoardings  Participation in weekly mandis  TV commercials  Print Advertisement in several regional newspapers  Painted the name Coca cola on the compounds of the residences in the villages
  19. 19.  Increased Ad- spend on Doordarshan  2002: Commercial featuring Amir Khan to communicate the message of price cut and launch of Chota Coke (200ml Rs.5 bottle)  To strengthen the brand image- aimed at making Coke a generic name for “thanda”- a popular dialect of North.  Launched 3 commercials with tagline “Thanda matlab Coca- cola”- Aimed to make rural and semi urban consumers connect with Coca- Cola  The 3 commercials showed progression in associating ‘Coke’ with ‘Thanda’.