PROJECT TITLE : PROMOTION IN RURAL MARKET UNDER THE SUPERVISION OF: SUBMITTED BY: Prof. MUKESH RANGA MADHU VERMA NIHARIKA Batch(2011-2013)
COMMUNICATION PROCESSSENDER’S MESSAGE ENCODE MESSAGE MF EE DE I NOISED AB F OA RC M MESSAGE RECEIVEDK DECODE
PRODUCT PROMOTION Product promotion is an act of advertising a good or service with the short/long term goal of increasing sales. Many companies use different techniques to promote their products through a vast array of communication mediums. In this day and age, there is not necessarily one communication medium that is better than another simply because the most affective medium is based on what type of product you are promoting. There is the physical form of product promotion and the digital form, both of which require clear and concise textual information about the product being advertised.
OBJECTIVES OF PROMOTION To provide information: To stimulate demand: To differentiate the product: To highlight the utility of product: To counter competition and stabilise sales: To build image:
PROMOTION MEDIA Mass media Local media Personalized mediaRadio Haats/melasCinema Hoardings Point of purchasePress wall painting displays &TV Leaflets demonstrations Video van Direct Mail Folk media Animal parade
MASS MEDIA• Radio: As one of the oldest media used for communication with farmers for diffusion of agriculture technology. There are specific programmes for farmers like “Farm and Home programme” or “Krishi Darshan” in all regional languages which are broadcast on the primary channel.• Cinema: The cinema in the theaters attract good number of people & provide an opportunity to disseminate product information by way of short one or two reel advertising films.• Press: Print media consists of a wide variety of literature like newspapers and also others like pamphlets booklets produced by manufacturers.• TV: This medium is fast catching on in rural areas. The main advantage of this medium is h that, it is both audio as well as visual.
LOCAL MEDIA• Haats/shandies/jathras/melas: It is the best way of removing apprehension and arriving at a decision. In rural India, annual melas organised with a religious or festive significance are quite popular and provide a very good opportunity for product promotion.• Hoardings/wall paintings: This is highly suitable for rural areas since the hoarding or wall painting can include visuals with minimum write up.• Leaflets: This is a cheap & effective means of disseminating product information in detail.
Video vans: A van is manned by three trained personnel. It attracts large audiencesbecause of its entertainment capacity.Folk media: Folk media consists of folk songs , folk dances & others theatrical formsincluding puppetry, street theater & magic shows, which are an intrinsic part of theoutline & heritage of the land.Animal parade: The attraction the animals have, particularly among children andyoung need not be overemphasised. To cash on this , companies resort to parading ofanimals with the banners highlighting the product messages.
Pushkar Fair (Camel sale) of Rajasthan Retail outlet in a fair
PERSONALIZED MEDIA• Point of purchase displays and demonstrations: POP displays and demonstrations take place at the point of purchase or sale. In addition, since many retailers prefer to push local/superious products on which they get better margins they avoid hanging pop displays of products/brands from standard companies.• Direct mail: Direct mailing involves sending out single pieces of mail- latters, flyers and foldouts-to a specific and targeted audience.
PROMOTIONAL PLANNING Sales promotion Advertising Products Distribution TargetCompany Services Salesforce channels customers prices Public relations Direct mail and tele marketing
SALES PROMOTION ADVERTISINGinternational relation, public relation, orrelated areas… Telemarketing
PULL vs. PUSH STRATEGY A “push” promotional strategy makes use of a companys sales forceand trade promotion activities to create consumer demand for aproduct. The producer promotes the product to wholesalers, thewholesalers promote it to retailers, and the retailers promote it toconsumers. A “pull” selling strategy is one that requires high spending onadvertising and consumer promotion to build up consumer demand fora product.
Marketing MarketingDemand Communication CommunicationCreation Push Strategy Marketer M Intermediary Consumer Pull Strategy Marketer Intermediary Consumer mmmm Marketing Communication Push & pull strategies.