Use of Advertisements in Rural marketing

1. Use of to reach the Rural
market
Loyson
Mascarenhas
Shubha Bhirud
Asmita
Anisha Antony
Pankaj Kalambe
Sajith Nair
Mihir Thakkar

2. Why to focus on Rural Market ?
• 2/3rd of countries consumers live
in rural areas
• Urban markets getting saturated
• Rising rural incomes
Channels
• Conventional media
• Non- conventional
media

3. • CCI launched campaign in 2002
• Adverisement 1
• Advertisement 2
• Strategy of 3As
(Availability, Affordability and Acceptability )
• Result
• Increase coverage from 81,383 (2001) to 1,58,342 villages
in August 2003
• Rural penetration increased from 9% in 2001 to 25% in
2003
• Volumes from rural markets had increased to 35% in
2003

4. PROJECT SHAKTI
• This project enhances it’s direct rural reach
as well as creates livelihood opportunities
for the underprivileged women
Strategies: Deep Penetration
Integrating Business with Social
Responsibility
Door to Door Selling
Community Involvement

5. Roshan Solar Lamp
• Company Name – Roshan Pvt Ltd.
• Manufacturing at Mumbai
• 4 P’s
• Target market – Rural village
• Price: 1699/-

6. Promotion
• Advertisements news paper, local TV
channel, Radio .
• Workshops at Panchayat level
• Mobile advertising using Local Rural Public
Transport (Minidor)
• Government Support Work.
• Considering festival season – Jatra(mela),
stores,
• Sales Discount – Free LED with every
purchase of product, Giving discount on
bulk buying of products

7. Promotion…………..

8. Challenges For Advertising in
Rural Area
 Lack of communication facilities
Low levels of literacy
Media Problems
Many languages and dialects
Dispersed markets

9. Conclusion
Treasure at the Bottom of the Pyramid
Radical change in attitudes of marketers towards rural
markets
Focused marketing strategies -4P
Advertise in rural parts more of by Social activities (CSR)