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Grameeno Ke Beech – 2 By RC&M India Experiential Marketing
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Grameeno Ke Beech – 2 By RC&M India Experiential Marketing

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Grameeno k beech-2 is An idea for Rural marketing & Brand Promotions which would bring customers by RC&M India. RC&M India one of the best Experiential Marketing Company in India. It involves in cost …

Grameeno k beech-2 is An idea for Rural marketing & Brand Promotions which would bring customers by RC&M India. RC&M India one of the best Experiential Marketing Company in India. It involves in cost effective consumer contact activations, interaction opportunities, higher possibilities for new acquisitions, on spot product experience, qualitative data capturing


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  • 1.  
  • 2.  
  • 3.  
  • 4. You wanted to see me sir?
  • 5. Ah, yes! We’re facing a typical problem. As you know the current times are tough & we need to maximize our marketing spends. So I was hoping for some suggestions from your end as to how could we do that?
  • 6. Sir, actually I wanted to discuss this with you. I’ve set up a meeting with RC&M. They should be coming to meet us with an answer to this…
  • 7. They have come up with something & want to present it to us… Call them fast & let’s get going…
  • 8.  
  • 9. Solution for today’s problem has only One answer - Rural. Whatsay? Absolutely! And more so with what we have got to offer…
  • 10. Welcome Gentlemen! Let’s get inside & talk…
  • 11. So, what have you got to say?
  • 12. Sir, as you know the tough times that we are in today requires us to choose our marketing spends carefully, so we are here to present a plan which not only maximizes your returns but optimizes your spends too!
  • 13. We present “Grameeno Ke Beech - II”
  • 14. Ok, go on…
  • 15. It’s a syndicated Rural Fair initiative that gets the rural audience interact with various brands under one roof
  • 16. The Concept
    • Create a rural mela platform for such villages which are not much exposed to entertaining programs
      • And through this you get an opportune place & time to showcase your products
    • Syndicated activity in alliance with various participants
    • Reaching out to the audiences between 10k - 20k population
    • Beauty of this project being the entire mela set-up moves from one village to another
  • 17.
    • Involve the entire family for
    • the entire day in an
    • atmosphere created to enjoy,
    • interact, understand &
    • breathe the products
    • Generate higher trails
    • & brand recall
  • 18. It involves…
    • Cost effective consumer contact activations
    • Innovative interaction opportunities
    • Higher possibilities for new acquisitions
    • On spot product experience
    • Trade possibilities
    • Positive recall and
    • Qualitative data capturing
  • 19. Interesting! Now tell me more about Grameeno Ke Beech - II
  • 20. Before we proceed to that, let’s have a small recap on GKB - I
  • 21. Project Details
    • States covered : U.P , Punjab & Haryana
    • Year : 2002
    • Participants : TVS, M& M, HLL, TI Cycles, Parle SIFPSA, Maruti, Nirma, GPI, Colgate etc
  • 22. Project Coverage State Event Villages Satellite Villages U.P 900 2700 Punjab 400 1200 Haryana 400 1200
  • 23. Project Reach
    • 7000 villages in 3 states
    • Merchandising & stock replenishment in 35k retail outlets
    • 60 lac rural audience interacted with varied brands
    • Product trail by every 3 rd participant in the Mela
  • 24. Business generated
    • HLL (Beverages) generated sales for Rs. 5000/- per day
    • TVS generated around 1 lac enquiries & increased footfall at the Dealerships
    • Parle generated sale of Rs. 34 lacs
    • Nirma generating sale of Rs. 2000/- day
  • 25. RC&M Bagged RMAAI Awards 2006 for most effective use of Event Marketing and Best implementation of the year for GKB
  • 26. Moving on to GKB - II, our first step is to prioritize those states where we want to go…
  • 27. Effective parameters for prioritizing states
    • Electrification levels
    • Literacy levels
    • Measure of urbanization
    • Media exposure
  • 28. Priority states
    • North
      • Rajasthan
      • UP
    • West
      • Gujarat
      • Maharashtra
      • MP
    • South
      • Karnataka
      • AP
      • TN
  • 29. States at a glance
    • Highest spending capacity lies in the bracket of 10-20K pop strata
    • Hence, our GKB-II universe is as shown
  • 30. Our proposed coverage…
  • 31. Proposed coverage
    • 5 common priority states
    • Total coverage of 600 villages across 5 states
  • 32. Arriving at the village short-list
    • To be brought down to 600 villages in 5 most-common participation states
    • To be brought down to 600 villages in 5 most-common participation states
  • 33. This sounds very good to me but there have been others who have misled me…
  • 34. Sir we have a nice plan for you blah blah… Flashback
  • 35. You have completely messed up on the plan that you showed me… Now it’s time for you to pay…
  • 36. That is the difference between RC&M & others.. We understand your business like partners
  • 37. GKB - II is a plan which ensures maximizing returns… Also optimizing costs as overall cost is shared by all clients…
  • 38. Ok, go ahead. I have a small task of my own to do…
  • 39.  
  • 40. Go, tell your boss that I’ve found a better agency…
  • 41. %^#@…WHO IS IT?
  • 42. To be continued…