The document discusses marketing strategies for rural areas in India. It notes that 70% of Indians live in rural areas with low literacy and income. Common rural marketing approaches include farm-to-farm promotion, opinion leaders, local haats (markets), audio-visual vans, and group meetings. Specific companies are mentioned that use house-to-house visits, paint village leaders' homes, work with teachers, and promote products at haats to reach rural consumers. Mobile vans equipped with audio-visual materials are also used. Coca-Cola successfully marketed affordable Rs 5 bottles backed by ads featuring Aamir Khan to tap the large rural market.

2.  70% of indian population lives in rural
areas.
 Mostly depend on agriculture.
 Largely illiterate.
 Earn as low as $2 per day.
 Language changes per few km.
 Live with minimum infrastructures.

3. Rural marketing refers to managing all
activities involved in assessing
,simulating and conver ting the
purchasing power of the rural
consumers into ef fective demand for
specific goods and services.

4.  The media reach in rural household is low
 Statistics indicates that the reach of print
media 10% followed by T.V 31% ,Radio 32%
and cinema 36%.

5.  FARM TO FARM/HOUSE TO HOUSE
 OPINION LEADERS
 HAATS
 AUDIO VISUAL VAN
 GROUP MEETING

6.  Many LIC agents and companies dealing
with high value consumer durables
have tried this approach with success
in rich rural areas.
 ACC representatives retailers make
house-to house visit and give
information about product stability

7.  Asian Paints promoted its Utsav brand
of paint by painting the village
Sarpanch’s house a few months prior
to the launch to demonstrate that the
paint does not peel of f and is an ideal
replacement of chuna.
 The health development assistant of
HUl regularly meets school teachers to
promote Lifeboy soap in Villages

8.  Parachut Oil, Nirma washing powder
and tiger brand biscuits have been
promoted through haats.
 About 40,000 Haats are held in rural
areas in our countr y, highest number
haats in U.P (10,000).

9.  Nippo promotes batteries through specially
designed vans called melavans. The van are
equipped with TV/VCR for showing products
awareness films.
 Colgate India makes extensive use of VANs.
 ITS’s mobile Vans take the message of e-choupal
to new village.

10.  WEB BANNER
ADVERTISING
 BANDWAGON
ADVERTISING
 SURROGATE
ADVERTISING
 PROMOTIONAL
ADVERTISING
 KEYWORD ADVERTISING

11. TRANSIT
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12. SERVICE
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REMINDER
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14.  "Yaara da Tashan..." ads with Aamir Khan
created universal appeal for Coca Cola.
 Coca-Cola India tapped the rural market
in a big way when it introduced bottles
priced at Rs 5 and backed it with the
Aamir Khan ads.