rural marketing

3. Potential of rural markets
• Large and Scattered population
• Higher Purchasing Capacity
this large population will require a wide
range of consumable and durable goods
and services.

4. • Out of 2 million BSNL Mobile connections,
50% went to villages
• Low Foreign Competition
Potential of rural markets
• The government is also running
different programs and policies for
developing job opportunities and
promoting the sale of goods and
services

5. • Rural India has a 20% higher presence of
internet users than urban parts of the country,
according to a recent study by data and market
measurement firm Nielsen.
Potential of rural markets
• Due to saturation of urban markets, the various
brands have reached maturity or decline in
their Product Life Cycle. The rural markets are
relatively untapped so opportunity for growth still
exists in the rural market.

6. • MART, as specialist rural consultancy found
that 53% of FMCG sales is done in Rural
Market
Potential of rural markets

7. New Product
Brand Name
Pricing
Psychological Pricing
Value for Money
Events

8. Advertising

9. What Rural consumers believe in..
•Economical Product
•Durability
•Service
•Schemes

10. Khushion Ki Doli by Hindustan Unilever Ltd
(HUL)
• Hindustan Unilever Ltd’s (HUL) came up with
“Khushion Ki Doli” or “Caravan of Happiness” rural
marketing campaign
• A wide range of home care and personal care products
or brands were promoted via this rural marketing
campaign such as Surf Excel, Lifebuoy, Fair and Lovely,
Wheel, and Close-Up to fulfill the daily needs of the rural
users.

11. • HDFC bank came up with “Festive treats” which
was a financial services rural marketing campaign
• This availed special offers for the rural population
on different banking products like saving accounts,
loans, and other deposits, etc.
• In the same way, HDFC also started the “Har Gaon
Hamara” campaign for creating awareness of
different social welfare schemes, financial products,
and digital services among rural consumers.
HDFC Bank’s “Festive Treats” and “Har
Gaon Hamara” Rural Campaigns

12. • There are two things to keep in mind if you decide to venture into rural
advertising in India. The first stage is to define a clear goal for your efforts,
then learn about your target audience and align your goals with theirs.
• Begin by compiling a detailed profile of your target audience’s demographics
utilizing existing data and rigorous rural market research.
• Divide them into different categories based on the customer characters.
ADVERTISING STRATEGIES
• Make a commitment to them that you’ll use your commercial to educate,
entertain, and inspire them in such a way that they’ll feel connected to the
product or service you’re promoting.

13. ADVERTISING STRATEGIES
Unleash the power of word-of-mouth advertising
in rural areas
Word-of-mouth advertising refers to actions taken by a
company to encourage others to talk about their products,
services, or brand on their own.

14. ADVERTISING STRATEGIES
Opportunity knocks on the door with a door-to-
door rural advertising strategy
• Door-to-door advertising is a type of direct advertising.
D2D sales representatives visit potential customers in
their homes and persuade them to purchase products or
services.
• This process entails searching for new potential customers,
identifying their needs, matching those needs with products
and services, and then demonstrating and detailing the
benefits by adding value.

15. ADVERTISING STRATEGIES
Puppet shows as a rural advertising strategy to
entice rural consumers to leave their comfort zones
• In rural areas, a dramatic performance delivered by a
puppeteer with dialogues and background music using
human-looking dolls controlled by strings by the puppeteer
• It thus attracts a large crowd, making puppet shows one
of India’s best rural advertising strategies.
• Furthermore, advertisements like these bring shy people
and rural ladies out of their homes.

16. ADVERTISING STRATEGIES
Add village melas and fairs to your rural advertising
strategy to draw attention
• About 25,000 melas are organized annually where
thousands of people belonging to diverse groups attend.
• As a result, setting up a stall at one of these fairs is a
wise method to draw a village’s attention to a business.
• Coca Cola advertised as “Khusiyon kaa sangam” and
vodafone as “vodafone ki dhoom” to gain public attention.

17. ADVERTISING STRATEGIES
Hoardings and wall paintings will imprint your
company’s name on the minds of rural audiences
• The marketer or rural marketing agency will place
hoardings on the roadside as part of this approach. Apart
from hoarding, wall painting is the most efficient branding
method in rural areas.
• In India’s rural areas, people desire to live with traditional values. As a
result, wall painting is a surefire technique to get the villagers’
attention.

18. ADVERTISING STRATEGIES
Wall Painting Hoardings

19. ADVERTISING STRATEGIES
Come up with an Audio announcement at bus
stations
• Near small towns, an audio announcement at bus stops
significantly impacts brand and product advertising.
• Many businesses have made history by using bus stops
to promote their products and grow their brands.

20. Mobile vans – a viable rural advertising strategy
ADVERTISING STRATEGIES
• Audios and Videos make a stronger impression than
text alone. Similarly, in rural areas, these channels
provide strongly influenced brand impressions.
• Mobile vans can also be used to broadcast the brand’s image
and message over many places in a single village, or even several
villages, in a single day.
•Placing brochures, flyers, and product samples in the mobile van
will help to improve the brand’s image in the community.

21. ADVERTISING STRATEGIES
Mobile Vans

22. Kiosk Setup
ADVERTISING STRATEGIES
• When branders want one-on-one interaction with rural
people, then kiosk setup is one the best ways of rural
advertising strategies.
• For this, you have to set up the kiosk in the popular
areas of the village like a post office, the marketplace,
near a high school, etc., to attract them
• Kiosk setup also helps you to have a detailed
conversation with potential consumers about the brand.
This, in turn, helps in building a solid image of the brand
among the villagers.

23. ADVERTISING STRATEGIES
Demo

24. ADVERTISING STRATEGIES
RADIO

25. ADVERTISING STRATEGIES
Gram
Panchayat

26. Spell-alikes: There are fakes of original
bands packaged in colours and designs
similar to the originals but names that
are clearly misspelt.
Fake Brands

27. Look-alikes: There are the products
where packaging design as colours
resemble almost similar to original ones
or the popular brands while packaging
carries different name.
Fake Brands

28. Duplicates: These are actually copy of
the original brands. The shape, design,
colour, packaging and also ingredients
will be same as compared to the
originals.
These products generally have quality
difference from original ones.
Fake Brands

29. Other Example’s of fake brands

30. SUCCESSFUL BRANDS IN RURAL MARKET
• Lever's Breeze soap
• A1 Tea
• Britannia's Tiger biscuits
• Dabur
• 502 Pataka Chai, the tea brand
• HUL- Lifebuoy soap

31. BRITANNIA'S TIGER BISCUITS
The country’s largest baker wants people in villages and small towns to eat
its cookies.
CLOSEST COMPETITORS
• Locally manufactured biscuits
• Unpacked baked items
• Freshly fried items
• Newest threat- (Sunfeast)

32. SNACKING HABITS IN RURAL INDIA
BISCUITS
• With tea
• For guests
• Mini breakfast

33. BRITANNIA STRATEGIES FOR
RURAL MARKETS
• Brand name
• Small unit packaging's
• Low price packaging's
• New product designs
• Utility oriented products

34. Dabur’s Strategy
• The 4th Largest FMCG Co.
• Retail reach is 25,00,000
• More than 360 products
• 4000 Employees
• 15 Manufacturing Plants
• Largest Natural & Herbal Products

35. • Health camps in school to boost sales of toothpaste and chavanprash
• It also came up with beauty shows to promote its beauty products
• It emphasized on word of mouth publicity asking rural forks to use and experience products
themselves
• It came up with Regional Branding Strategy to attract consumers by launching products
with regional twist for e.g., It launched Dabur Lal Dant Manjan as Sivappu Pal Podi in South
India while Dabur Red Tooth Powder in North India
Different strategies adopted by Dabur

36. HUL- LIFEBUOY
•Lifebuoy is launched in 1894
•Unbeatable protection is at the heart of the brand name
itself.

37. LIFE BUOY STRATEGIES IN
RURAL AREA
• Initial tagline was “lifebuoy hai jahan tandurusti hai wahan”
• Came up with excellent theme “ healthy hoga Hindustan”
• For rural market Swashthya Chetna project
• Putting stalls in maha kumbh mela in Allahabad
• Concentrated through radio and sponsoring programmer like ‘Krishi
Darshan’ and ‘Apka Swasthya’

39. 4 A Approach

40. 2. Lack of per capital income
• This is the most crucial challenge which is faced
by most rural people who has small lands
or landless. Rural employment depend on
agriculture.
• Although 30% of GDP generated from rural
areas. It is shared by 73% of the population so
there are low per capital income.

41. 3. Traditional Life:
• Life in rural areas is still governed by customs and
traditions and people do not easily adapt new
practices. For example, even rich and educated
class of farmers does not wear jeans or branded
shoes.
• They also face problems such as inconsistent
electrical power, scarce infrastructure and
unreliable telephone system, and politico-business
associations that hinder development efforts.

42. 4. Low Literacy rate
Marketers face communication problem due to the lack of literacy rate ,rural consumers
can’t different between counterfeits and original products.

43. 5. Seasonal Demand:
• Income of rural people come from agriculture and
agriculture to a large extent depends upon monsoon so
the demand or buying capacity is not stable or regular.
• Rural consumers are cautious in buying and their decisions
are slow, they generally give a product a trial and only after
complete satisfaction they buy it again.

44. 6. Media Mix
• Due to non-availability of power as well as television sets ,majority
of rural population cannot get the benefits of various media.
• Today social media is highly recommended for advertisement but
rural people are less active on internet.

45. 7. Language Barrier
• Since messages have to be delivered in the local language,
it is difficult for the marketers to design advertising
strategies for each of these areas different language.
• Facilities such as phone, telegram and fax are less
developed in villages adding to the communication
problems faced by the marketers.

46. 8.Cultural Factors:
• Rural consumers purchase product their
aspect according to cultural.
• There is a vast difference in the lifestyles of
the people. The choice of brands that an
urban customer enjoys is not available to the
rural customer

47. 9. Distribution and Warehousing
• Not all villages in India are connected by railways and
waterways. The only reliable means for transportation of
goods are road ways which are not developed.
• Warehousing facilities in the form of godowns are not
available in rural India. The available godowns are not
properly maintained to keep goods in proper
conditions so marketers face problem of storage of
their goods.
• Poor display of products on rural shop shelves.

48. Suggestions
1) Rural consumer environment must be understood before the
creation of ad.
2) Rural mindset accepts the brands easily, which are close to their
culture. This point must be reflected in ad for rural markets.
3) Sponsorships to the Melas and Hats must be considered in
a significant manner.
4) Selection of brand ambassadors, lyrics must not be ignored in
this regard. They have a special liking for folk culture so this can be
taken in an effective utilization of brand promotions.

49. THANK YOU