rupak choudhary


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  • rupak choudhary

    1. 1. Rural & Urban Communication Strategy Presentation by Ankur Chhajer - 09 Dhirendra Gupta - 19 Jainesh Shah - 42 Prashant Singh - 46 Mohit Thakkar - 57
    2. 2. Marketing Communications All strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media used.
    3. 3. Advertising The game is getting the customer to buy your product or services, more often than that of your competitor. That was the underlining belief and it is the same today, only the means keep changing.
    4. 4. Rural – Definition Marketing Definition- Places beyond the point where a given brand's direct distribution coverage stops - areas where media is dark & grey (places where media is present but does not touch the audience).
    5. 5. Different Communication Strategy
    6. 6. Brand Endorsements <ul><li>For Lifestyle and Aspiration products one should use personalities like </li></ul><ul><li>Amitabh Bachhan </li></ul><ul><li>Sachin Tendulkar </li></ul>
    7. 7. TELEVISION <ul><li>Characteristics : </li></ul><ul><li>Over all acceptability (literacy level) . </li></ul><ul><li>Mass coverage </li></ul><ul><li>Product demonstration </li></ul><ul><li>Local language program </li></ul><ul><li>Electric supply. </li></ul><ul><li>Expensive (No. of Households having T.V sets). </li></ul>
    8. 8. RADIO <ul><li>Characteristics : </li></ul><ul><li>It is more than a companion. </li></ul><ul><li>Due to frequent power cuts, radio more reliable. </li></ul><ul><li>In such medium a product could not be showed, but explained with words </li></ul>
    9. 9. PRESS <ul><li>Characteristics : </li></ul><ul><li>Most of the people exposed to newspaper happened to be opinion leaders. </li></ul><ul><li>Literacy level </li></ul><ul><li>Local press should be used as a medium depending upon the literacy level of Target Audience. </li></ul><ul><li>In states like Kerala(70%), Goa(55%), Haryana(36%), Maharashtra(35%) and H.P(34%) and overall rural the press reach is around 25%. </li></ul>
    10. 10. Cinema Halls <ul><li>Characteristics : </li></ul><ul><li>It provides an exciting audio-visual media option for the rural market. </li></ul>
    11. 11. Recent Urban Communication Strategy
    12. 12. Web Banners
    13. 13. Web Marketing
    14. 14. SMS Marketing
    15. 15. Retail Visibility
    16. 16. Public transport bus branding
    17. 17. Vehicle branding
    18. 18. Point of Sale Dislay
    19. 19. Venue Branding for Sport Event
    20. 20. Flag Poles
    21. 21. Drop Downs
    22. 22. Projections
    23. 23. Air Frames
    24. 24. Case Study – Urban Communication Mc Donald
    25. 25. Background and Problems <ul><li>McDonald’s entered India in 1996 </li></ul><ul><li>There was a barrier towards the McDonald’s menu & value perception. </li></ul><ul><li>These barriers resulted in low footfalls within the restaurants </li></ul><ul><li>McDonald’s was perceived to be a western place meant for the youth, the rich, elite, westernised people. </li></ul><ul><li>Not really affordable!! </li></ul>
    26. 26. Communication Strategy No 1 <ul><li>Establish McDonald’s as a place that makes you feel special and makes you smile…’ </li></ul><ul><li>Strike an emotional chord with the family. </li></ul><ul><li>To reinforce the existing users & build on non-users. </li></ul>
    27. 27. Communication Strategy
    28. 28. Communication Strategy No 2 <ul><li>Establish McDonald’s as an affordable family restaurant. </li></ul><ul><li>Showcase Value </li></ul><ul><li>This was done by commercials which showed people </li></ul><ul><li>from all over come in to experience McDonald’s great </li></ul><ul><li>prices. </li></ul>
    29. 30. Effect 48 % increase in Footfalls. 30 % increase in Sales.
    30. 31. Rural Specific Media
    31. 32. Folk Media <ul><li>Folk Theatre </li></ul><ul><li>Puppet Show </li></ul><ul><li>Folk Music </li></ul>
    32. 33. Folk Theatre CASE STUDY: Marico Industries Ltd launched the brand Parachute Uttam. Company had tied up with folk theatre group called Gram to penetrate in Rural Market. Nautanki U.P Maanch & Naacha M.P Tatra Gujarat Tamasha Maharashtra
    33. 34. Puppet Show Bengal, South Rod Puppets Orissa, A.P Kerala,Karnataka Shadow Puppets Rajasthan,T.N, Karnatka,Orissa and A.P String Puppets
    34. 35. Folk Music <ul><li>Samarpak Marketing & Advtg Solutions has created Multi Lingual Audio Bank. </li></ul><ul><li>3376 drama based audio programme in 10 Indian Languages. </li></ul><ul><li>1743 theme based musicals in Hindi and in regional languages </li></ul>Duha and Garba Gujarat Kolkali Pattus Kerala Kajari U.P Bihu Assam Rouj and Chhakri Kashmir
    35. 36. Wall Paintings <ul><li>Cost is around Rs 3-4 per sq. ft only. </li></ul><ul><li>Rural people do not expect any thing. </li></ul><ul><li>Infact it is a status symbol. </li></ul><ul><li>Advantages </li></ul><ul><li>Wall painting is there as long as weather allows it. </li></ul><ul><li>It has the power of the picture completed with local touch </li></ul><ul><li>Images can have a strong emotional association. </li></ul><ul><li>HLL brands like Lux, Lifebuoy, Rin, Wheel, etc. </li></ul><ul><li>They have used special stickers to promote the brands. </li></ul><ul><li>The logic used were was for washing, bathing a person requires water. </li></ul><ul><li>There are only three source to get water in villages </li></ul><ul><li>Ponds </li></ul><ul><li>Hand Pumps </li></ul><ul><li>Wells, etc. </li></ul>
    36. 37. Melas and Haats <ul><li>Marketer can promote in festivals </li></ul><ul><li>Colgate was promoted in Gujarat Kite Flying Festival. </li></ul><ul><li>Lifebuoy was promoted in Onam festival in Kerala. </li></ul><ul><li>LG attends all religious gathering like Kumbh-Mela providing services like Free first Aid ,Water,etc </li></ul>
    37. 38. Audio-Visual Van <ul><li>This is often targeted at village Choupals or at public meeting place. </li></ul><ul><li>Activities are carried out like </li></ul><ul><li>Audio-visual screening of a products </li></ul><ul><li>Shouting competition </li></ul><ul><li>Promotional sale </li></ul><ul><li>Product Demonstration </li></ul><ul><li>Case Study: </li></ul><ul><li>Colgate educated, entertained, motivated the customers about the oral hygiene. </li></ul><ul><li>Philips distributed audio cassettes to barbers, Grocers, teashops and such areas where people meeting takes place. </li></ul>
    38. 39. Lifebuoy Case Study –Rural Communication
    39. 40. AIM Key communication elements: Education about presence of germs. Position: Lifebuoy- a germ kill soap.
    40. 41. Strategy Teams of two trained communicators traveled by public transport to deliver the message through innovative demonstrations, interactive visual stories, community events and promotional schemes.
    41. 42. Communication Strategy Awareness in Schools Demonstrations
    42. 43. Local Language Communication Wall Paintings
    43. 44. Results The campaign touched 86 million rural consumers . Registered a 30% increase in their awareness of germs. 20% increase in understanding the association of germs with diseases.
    44. 45. Case Study –Rural Communication HLL Shakti
    45. 46. HLL Shakti Self Help Groups (SHG’s) HLL Job Training & Support Armed With Micro financing Direct to Home Final Consumer
    46. 47. Mind Siege There is a lot of truth in these words, as concepts like USP, Brand Personality, Market share etc were the means to make customer and keep them for life. An average person is exposed about 600 advertisements per day!
    47. 48. Mind Siege <ul><li>Present </li></ul><ul><li>Share of mind before share of market&quot;. </li></ul><ul><li>Future </li></ul><ul><li>Not Just the share but the mind. </li></ul><ul><li>Strategy </li></ul><ul><li>&quot;Positioning - The battle for your mind“ </li></ul>
    48. 49. Example <ul><li>Johnson & Johnson baby care products. </li></ul><ul><li>No matter where you are </li></ul><ul><li>what your status is </li></ul><ul><li>you will want the best to your child and it is </li></ul><ul><li>Johnson & Johnson. </li></ul>
    49. 50. Conclusion <ul><li>Mind siege </li></ul><ul><li>It's not all about the little space in the mind ; it's all </li></ul><ul><li>about absorption, acceptance and acquisition. </li></ul><ul><li>It's about holding on… siege. </li></ul>
    50. 51. Thank You