This document discusses advertising strategies for rural markets in India. It notes that three out of four Indian consumers live in rural areas, posing various challenges for marketers like wide dispersion, transportation issues, and seasonal/unpredictable demand. However, opportunities exist in food, consumer goods, durables and vehicle sectors totaling over $100 billion annually. The document examines success stories of brands like Lever's Breeze soap, A1 Tea, Britannia's Tiger biscuits, and Dabur targeting rural consumers through product design, packaging, and promotional strategies like health camps, beauty pageants, and regional branding. HUL's Lifebuoy soap is discussed which was launched in 1894 and focuses on health education through radio programs

1. ADVERTISING STRATEGIES IN
RURAL MARKET
PRESENTED BY:-
 ASHMIKA JISHI
 JULIE KURIAN
 LINDA MERIN MATHEWS
 MAHIMA NAIR.M.G
 K.MYTHILI

2. INTRODUCTION-TO THE CHALLENGES IN RURAL MARKET
ADVERTISING
• At present, three out of four of country’s consumers are in
rural market and one-half of national income is generated
there. A number of corporate units have been trying to get grip
on the rural market in a variety of ways.
• This market poses a variety of challenges, and, therefore, the
marketer has to work hard to tackle these challenges tactfully.

3. Cont…
• Wide and Scattered Market
• Problem of Designing Products
• Transportation Bottleneck
• Seasonal and Irregular Demand
• Uncertain and Unpredictable Market
• Low Living Standards
• Lethargic Life Style
• Language Problem

4. Opportunities in Indian rural market
* More than 750 million people estimated annual size of the rural
market
FMCG Rs. 70,000 Crore
Durables Rs. 5,500 Crore
Agricultural-Inputs (including tractors) Rs. 48,000
Crore
2 / 4 Wheelers Rs. 8,400 Crore

5. SUCCESS STORY IN RURAL MARKET
• Lever's Breeze soap
• A1 Tea
• Britannia's Tiger biscuits
• Dabur
• 502 Pataka Chai, the tea brand
• HUL- Lifebuoy soap

6. BRITANNIA'S TIGERBISCUITS
The country’s largest baker wants people in villages and small towns to eat its
cookies. Britannia Industries, which lords it over 40 per cent of the Rs 204-crore
cookie market
According to Kolkata report August 8,2016
• Britannia Industries is looking at increasing the share of its rural sales to
turnover to up to 50 per cent in next five years.

7. PRODUCTSSTRATEGIES FOR RURAL
MARKETS
• Brand name
• Small unit packaging's
• Low price packaging's
• New product designs
• Sturdy products
• Utility oriented products

8. SNACKING HABITS IN RURALINDIA
BISCUITS
• With tea
• For guests
• Mini breakfast

9. CLOSEST COMPETITORS
• Locally manufactured biscuits
• Unpacked baked items
• Freshly fried items
• Newest threat- (Sunfeast)

10. DABUR
Dabur India limited is a leading Indian consumer goods company with interests in hair care,
oral care, health care, skin care, home care and foods.
From its humble beginnings in the by lanes of Calcutta way back in 1884 as
an Ayurveda medicines company, Dabur India ltd has come a long way today to become a
leading consumer products manufacturer in India.

11. • Various conventional promotional tools used by Dabur in rural markets are
• TV Commercials
• Radios
• Newspaper
• POP Display
• Wall Paintings
• Melas
• Haats
• Video vans and many sales promotions.

12. MARKETING STRATEGIES IN RURAL AREA
Different strategies adopted by Dabur are :-
• Health camps in school to boost sales of toothpaste and chavanprash
• It also came up with beauty pageant to promote its beauty products
• It emphasized on word of mouth publicity asking rural forks to use and experience products
themselves
• It came up with Regional Branding Strategy to attract consumers by launching products
with regional twist for e.g., It launched Dabur Lal Dant Manjan as Sivappu Pal Podi in South
India while Dabur Red Tooth Powder in North India

13. HUL- LIFEBUOY
• Lifebuoy is launched in 1894, consistent in lifebuoy is
110 plus year history has been championing to support
life through unbeatable protection is at the heart of the
brand name itself, the guarantee of protection in
threatened. In 1930's campaign in US was titled 'clean
hands help guard health', encouraging the use of
lifebuoy soap to kill the germs on hands that can use
health issues.

14. MARKETING STRATEGIES IN RURAL AREA
• Initial tagline was “lifebuoy hai jahan tandurusti hai wahan”
• Came up with excellent theme “ healthy hoga Hindustan”
• For rural market Swashthya Chetna project
• Putting stalls in maha kumbh mela in Allahabad
• Concentrated through radio and sponsoring programmer like ‘Krishi
Darshan’ and ‘Apka Swasthya’

15. THANK YOU