Tanuja verma.role of media in rural marketing

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Tanuja verma.role of media in rural marketing

  1. 1. ROLE OF MEDIA IN RURAL MARKETING
  2. 2. INTRODUCTIONRural marketing is different from agriculture marketing. according to national council of applied economic research (NCAER) an independent non profit research institute, rural households from 71.7% of the total households in the country. The rural population is nearly three times that of urban.
  3. 3. SIGNIFICANCE-  Saturation of the urban market  Vast market for consumer goods  The distribution task involves several villages  Rural consumer form one homogenous group with similar needs, values and aspirations
  4. 4. PROMOTIONAL STRATEGIES           Formal mediaNewspaper and magazines Television Radio Cinema Point of purchase Direct mail advertising OutdoorWall painting Tree boards Fairs
  5. 5. Formal media     Radio – Kerala (62%) followed by Tamil nadu (35%),Karnataka (32%) Cinema (65%) earnings from cinema are from rural markets as 29% rural people watch cinema as regular lifestyle Newspaper and magazines (18%) of reach to rural areas Television (27%) of reach to rural areas Point of purchase- display of hangings, festoon and product packs in the shops will catch the attention of prospective buyers
  6. 6. Formal media Direct mail advertising-direct mailer on consumer durable are sent during the harvesting season.  Outdoor Wall painting (toothpaste ,tea etc).  Tree boards ( fertilizers and pesticide companies in rural areas.
  7. 7. Informal media Farm to farm visit  Group meeting  Opinion leader
  8. 8. Informal media The haats  Product display contest
  9. 9.      Haats – are the periodic market it means people assemble at particular place at least once a week in order to buy and sell the products Field to field visit-a group excursion for the first hand observation Group meeting-a formally arranged meeting for discussing the problem and their solution. Opinion leader-is the agent who is an active media user and who interprets the meaning of media messages for lower end media users, typically the opinion leader is held in high esteem by those who accept his/her opinion. Product display contest-in this display the product in front of people and offer them to play the contest to win that product.
  10. 10. Companies using informal mediaBrook bond India Ltd Rajdoot Bajaj Nirma
  11. 11. Companies using formal media Onida  Videocon  Mahindra and mahindra
  12. 12. Successful stories in rural market Dabur  Escorts  Bpcl  Lifebuoy
  13. 13. Conclusion The rural advertising needs some innovative and alternative media to woo the customers  and by designing and adopting effective  strategies and proper use of resources,  marketers can overcome these barriers and  explore the opportunities lying untapped in rural market to achieve organizational goal profit maximization.

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