The document discusses strategies for effective communication with rural audiences in India. It emphasizes the importance of thoroughly profiling and understanding the target rural audience, which can vary significantly across regions. Communication objectives should follow the AICDA model to generate awareness, interest, conviction, desire, and action. Message design must consider rural audiences' preferences for simple, pictorial, and emotionally appealing messages endorsed by likeable and trustworthy sources similar to themselves. A variety of communication channels are important for reaching rural audiences, including personal channels like salespeople as well as non-personal channels like local events, markets, and mass media that is increasingly accessible in rural areas.

1. Presented To:
Presented By:
Prof. C. K. Sabrawal
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Kundan Kumar
Om Prakash Singh
I.T.S. Mohan Nagar
12/23/2013

2. Identifying and Profiling the target audience
Determining Communication Objective
Designing the message
Selecting the communication channels
Budgeting for rural communication
Designing the communication mix strategy
Measuring the impact of communication
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3. IDENTIFYING AND PROFILING THE
TARGET AUDIENCEof Marketing, be it rural or urban.
Knowing Your Customer is cardinal principal

Socio Economic Class of 2nd or 3rd tier rural area of Punjab & Haryana can differ from
that of Bihar & Jharkhand. So ‘n’ number of things should be taken care while profiling
target audience, likeo Social Class and Intentions
o Consumer Receptivity
o Brand Consciousness
o Lifestyle
o Buying Roles
o Community and the personal-value proposition
o Value for money proposition
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4.  Heterogeneous rural population focus on value-for-money products and
productive assets that enhance their income levels.
ExRevital capsul is not as popular in middle class urban homes as among
daily-wage earners, farm labourers and in poverty ridden not so much
developed states like Bihar & West Bengal. Because they feel that
Revital increases their concentration and performance which directly
reflects in their earnings.
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5.  Those who are less literate and less exposed to the external
environment require a linear communication message that is simple
and easy to comprehend. They associate well with primary colours and
numerals, and rarely buy products by asking for brands by name.
502 pataka bidi, A1 Kadak Chhap Chai and Naulakha washing soap
are some products that have struck the right chord with the masses.
They refer Lifebuoy as Lal Sabun and Nirma as Peela powder.
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6.  The influence of purchase behaviour in small towns is being
increasingly reflected in small villages.
 Increasing penetration of mass media in interiors is making villagers
brand savvy.
 The penetration of premium products is beginning to take place in lower
socio economic class.
 The Brand recall for products like Clinic Plus, Colgate, Lifebuoy etc. is
high among rural consumers
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7.  Urban women is more liberated, independent and decisive compared to rural women.
Urban oriented ads generally show the urban women hard working and loving
companion to her husband. In contrast, Indian rural society is still traditional bound
and such portrayals may be inconsistent with the value system of rural women and at
times viewing such advertisements may even prove embarrassing to them.
 For example, A shampoo ad in which woman shows her open lustrous hair is a turnoff
for rural women and it can’t be accepted to the rural women as they tie up and cover
their hair.
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8.  A process of collective decision making prevails in Rural area.
 In a typical situation, say, involving the purchase of tea, the housewife will be the user,
the breadwinner of the family will give the money, the purchaser will be the youth who
goes to a nearby feeder town and influencer will be the retailer. The company needs
to customize its communication message and address everyone involved in the
process. In urban scenario, for the same product, the user, investor, purchaser and
influencer may be just the same individual.
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9.  Joint family concept prevails more in rural areas. People live in a networked and
interdependent society. Communication like Onida’s tag line- ‘Neighbour’s envy,
owner’s pride’ will not suit good as community television viewing is a common
phenomenon there. The communications should offers elements of community and
personal value proposition to rural consumers.
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10.  Coca cola and Pepsi used the planks of affordability and value for money successfully
to drive penetration and increase volume by introducing smaller 200 ml bottles priced
at Rs.5. These aspects were key ingredients in their communication as well.
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11. DETERMINING
COMMUNICATION
OBJECTIVE
 Once the target market has been identified, the marketer and the communicator must
decide on the desired audience response.
 The ultimate response is purchase and satisfaction.
 Communicators try to put ideas into the consumer’s mind, to change his attitude, and
to get the consumer to act.
 The response-hierarchy AICDA model best summarizes this communication strategy.
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12.  The AICDA model of communication, Although the oldest and best known response
hierarchy model, is the relevant even today . Any communication should get the
prospect’s ,attention foster, the customer interest in offer order, build desire for product
and services and generate a favorable action by the customer.
Awareness
Interest
Conviction
Desire
Action
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13.  To bring about awareness among a certain percentage of the
target audience.
 To improve knowledge to generate interest.
 To strengthen the liking or preference for the product.
 To persuade the consumer to buy the product.
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14. MESSAGE DESIGN
Formulating the message require solving five
problems:
Message content (what to say)
Message structure (how to say it logically)
Message format (how to say it symbolically)
Context association (in what context)
Message source( who should say it)
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16. Three types of appeal:
 Rational appeals: appeal to the audience’s self interest.
Eg. Messages showing product quality
(Ramco Asbestos Sheets featuring a Pahalwan sitting on rooftop trying to break it all his
might but failing. )
 Emotional appeals: stir up positive or negative emotions to motivate purchase
Eg.The television advertisement for kayam churn shows a foster ranger who fail to shoot the three
evils depiciting ‘Kabz’ Acidity, and Gas’ and exclaim ‘Golion ka bhi asar nahin’
 Moral appeals: appeal to the audience’s sense of what is right and proper
Eg.
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17.  Simple , short and self explanatory, simple logic easy- to understand
and clearly drawn a conclusion are helpful in making rural
communication effective.
 Pictorial presentation:
Eg.- Muscleman logo of MRF Tyres, ‘Plus’ symbol of Clinic Plus
shampoo
 Disadvantage is that duplicate products will cheat customers
Eg-champus for Campus shoes.
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18.  Marketers need to pay attention to the rural environment dress styles,
food habits and cultural preferences
 It should draw a close identification with rural audiences.
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19. Messages can be categorized in to three groups
 Likeable source:-testimonial advertisement using film star has been quite successful
in rural India.
Eg-Amir Khan in Thanda Matlab Coca-cola ad.
 Trustworthy source:- Rural marketing depends on word-of-mouth communication of
large extent. Villagers prefers to use a source that they can trust. These are generally
word of mouth, includes friends relatives, neighbors.
Eg- (Markfed pesticides and insecticides)
 Expert source: Opinion leaders are according to the product category
 Eg- Mistri(mason) having knowledge of products like cement and roofing sheets.
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20. SELECTING THE
COMMUNICATION CHANNELS
Personal channels are divided into three
 Advocate channels: Consist of company sales people who contact
buyers in the target market.
Eg: Dalmia Consumer Care has Rural Sales Promoters to promote non
tobacco bidi Vardaan
 Expert channels: Masons
 Social channels : friends, family, neighbors
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21.  Non –personal channels carry messages without personal
contact. Includes mass media, atmosphere, events, haats, jatras,
melas, folk media and mandis.
 An atmosphere is a packaged environment that creates the buyer’s
leanings towards the product purchase.
 ( Chokhi Dhani), Shakti day
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