Brief Overview on Rural Advertising

1. RURAL
ADVERTISINGPresented by:
Prateek Saini PGDM 386
Ritesh Hati PGDM 365
Aniket Kamale PGDM 397
Yogesh Mishra PGDM 387
Namrata Agnihotri PGDM
382

2.  P R I D E T O G E T A G O O D D E A L T H A N P A Y P R E M I U M
 C O N S E R V A T I V E – H A B I T S O N C E F O R M E D D I F F I C U L T T O
C H A N G E
 L O W I N C O M E L E V E L = L O W D I S P O S A B L E I N C O M E
 M O R E O F A F A M I L Y D E C I S I O N T H A N I N D I V I D U A L
D E C I S I O N
 L A C K O F S T O R A G E & D I S T R I B U T I O N C H A N N E L
CHALLENGES

3. Rural
Sentiments
Increase in GRD Programs,
65% of total Population
Increase in Agricultural Productivity
Expansion in Retail/ TV ,
Marketers placing special emphasis on Rural Market
AGENDA

4. SOURCE: ECONOMIC TIMES

5.  Market size (Around 70% of Total Population)
 Rise in the Purchasing power of consumers
 Interest for expansion by Major players
 Extensive Marketing
 Rising incomes and demographics shifts spur
sales
 Focus on innovation and price-segmentation
 Mounting aspirations and an upbeat economy
herald a bright future
 positioning
RISE IN INTEREST IN RURAL MARKET BY MANUFACTURERS & MARKETER ?

6. 4 A’s
Approach
AFFORDABILITY
AWARENESS
ACCEPTABILITY
AVAILABILITY
STRATEGIES OF RURAL MARKETING
 Client and location specific promotion
 Joint or cooperative promotion
 Bundling of inputs
 Management of demand
 Developmental marketing
 Unique selling proposition (USP)
 Extension services
 Business ethics
 Partnership for sustainability

7. MINDSET
LIFE STYLE
ASPIRATIONDEMAND
CONSUMER
BASKET
CHANGE
PROCESS

8. THANK YOU