IMC (Integrated Marketing Communications) Strategies In Rural India: Issues and Challenges in Reaching Out And Retaining Customers
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This presentation is based on my Award Winning National Level White Paper presented at St. Joseph Business School, Mangalore, 2011. This paper discusses the potential Rural India, the "bottom of the pyramid" has to offer to businesses and the challenges faced in IMC (Integrated Marketing Communications) implementation in reaching out and then retaining the rural customers.
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1939 started manufacturing biscuits.
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Now G for Genius
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Pricing at lower rate
Maintains 4 rupee packs for a longer period of time
Even it is available at rupee 1,2,4, 25 &more
Reaching remote villages
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Rural market penetration is 50 – 65%
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This document provides an overview of various integrated marketing communication (IMC) tools including advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations, and personal selling. It describes each tool, highlighting their advantages and disadvantages. It also discusses considerations for developing an IMC promotional program such as situation analysis, objectives, strategy, integration, implementation, and evaluation. The goal of IMC is to coordinate these various promotional elements into a controlled, integrated marketing communications program.
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This document provides an overview of a study on rural marketing in India. It includes an introduction describing India's predominantly rural population and economy. It then lists the objectives, problems and scope of studying rural markets. It outlines the research methodology as descriptive and based on secondary data sources. It discusses the importance of the study and provides suggestions for improving rural marketing strategies. Finally, it concludes that rural markets in India offer great potential opportunities for marketers but also challenges that require understanding rural consumer dynamics and tailored marketing approaches.
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Credential MART (Dellhi based Rural Marketing Research & Consulting Firm)
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I am glad to share my views on Rural Marketing and it’s opportunities and challenges.
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India is the second most populous nation on earth and one of the world's fastest growing economies (the 4th largest in terms of purchasing power). But it has in particular problems for marketers: 6 major religions and 23 languages, for example.
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An award winning research work, using snowball sampling technique to help Indian Hotels achieve sustainability using Systems Thinking. This paper provides an overview of the systems-thinking approach and its application in the Indian Hotel Industry perspective. This study shows that systems-thinking has proved to be an effective and powerful tool to explain the complexities of the systems in a hotel. It has helped to simplify, clarify and more importantly integrate isolated problems associated with the industry, and provided a mechanism for group learning and decision making to achieve desirable outcomes. The paper, thus, is an attempt to analyse some of the most pressing-issues of Indian hotel industry and then finally apply systems-thinking to solve them for sustainable development.Sustainability management baijnath_pandey
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CAD, or computer-aided design, originated in the 1940s and was used primarily by engineering firms for precision drawings. By the 1960s, CAD was being adopted by the aircraft and automotive industries. Today, CAD software is widely used across many industries and has become more accessible due to decreased costs. CAD allows users to create accurate 2D and 3D drawings using specialized functions for geometric shapes, text, and other elements. CAD programs are classified as low-end, mid-range, or advanced based on their capabilities and typical users. Popular CAD brands include SolidWorks, AutoCAD, TurboCAD, and MicroStation.
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Price sensitivity refers to how aware consumers are of a product or service's price and whether that price falls within their acceptable range. Each consumer has a different price sensitivity threshold depending on the product and individual. Marketers must understand price sensitivity and elasticity of demand to determine how quantity demanded might change based on alternative pricing strategies. When assessing a consumer's price sensitivity, questions should focus on their expected price and what they consider a "good buy" price.
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◇申请留学生创业基金
留信网认证的作用:
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3:国家专业人才认证中心颁发入库证书
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5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
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Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.Boost Your Instagram Views Instantly Proven Free Strategies.
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The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
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- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
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- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
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如果您处于以下几种情况：
◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】
◇面对父母的压力，希望尽快拿到；
◇不清楚认证流程以及材料该如何准备；
◇回国时间很长，忘记办理；
◇回国马上就要找工作，办给用人单位看；
◇企事业单位必须要求办理的
◇需要报考公务员、购买免税车、落转户口
◇申请留学生创业基金
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
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Data-Driven Personalization: Build a Competitive Advantage by Knowing Your Customers Better Than Your CompetitionWhat Software is Used in Marketing in 2024.
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
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This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
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- 1. Source: http://www.nationmaster.com/graph/peo_per_liv_in_rur_are-people-percentage-living-rural-areas 24/07/2014 1 Total Indian Population Living in Rural Areas
- 2. IMC Strategies: Issues and Challenges in Reaching Out And Retaining Customers in Rural India 24/07/2014 2
- 3. 24/07/2014 3 Agenda • What is IMC? • Why Rural India??? • Challenges of IMC in Rural India!
- 4. “IMC is the integrated management of all communications to build positive and lasting relationships with customers and other stakeholders. It is a customer-centric, data-driven approach to marketing and branding that stresses communicating to consumers through multiple forms of media and technology”. 24/07/2014 Dr. Rob Westervelt, Professor- Northwestern University 4
- 5. 24/07/2014 5 Agenda • Why Rural India???
- 6. 24/07/2014 6 "The future lies with those companies who see the poor as their customers." C. K. Prahalad
- 7. Statistics 24/07/2014 Rendition-2011 7 • LIC sold 55% of its policies in rural India, Within 2001-02 • 50% Of two million BSNL mobile connections in small towns/villages • 42 million rural households (HHs) availing banking services in comparison to 27 million urban HHs • Investment in formal savings instruments is 6.6 million HHs in rural and 6.7 million HHs in urban India Contd…
- 8. 24/07/2014 Rendition-2011 8 • More than 90% villages are electrified, though only 44% rural homes have electric connections. • In 55 years post independence only, 40% villages had been connected by road, in next 10 years another 30% were connected. • Percentage of BPL families declined from 46% to 27% • Rural literacy level improved from 36% to 59% • Bank Branches 32,000 Contd…..
- 9. 24/07/2014 9 Agenda • Challenges of IMC in Rural India!
- 10. 24/07/2014 Rendition-2011 10 IMC’s Challenges Developing Inorganic Scale Pricing/Disposable Income Scaling Across Geographies Distribution And Logistics
- 11. 24/07/2014 Rendition-2011 11 Challenges Payment collection Social and cultural challenges Low literacy rate Seasonal Sales
- 12. 24/07/2014 Rendition-2011 12 Spurious/Duplicate Products Low Penetration Of Media Channels High Initial Investment
- 13. 24/07/2014 Rendition-2011 13 • Small Retailers To Carry Out Stock Without Adequate Credit Facility • Wholesale And Network Dealer Problems • Market Research Problems • Price sensitivity, Low Brand-Awareness • Highly Dispersed And Scantily Populated Markets • Banking And Credit Problems....
- 14. Epilogue/Conclusion 24/07/2014 14 Rural India- A “Blue-ocean” Of Opportunities IMC A Potent Tool But…. Demons Of Diversity, Low Literacy Rate, High Initial Investment, Price Sensitivity, Other Socio-cultural Factors, Week Brand-awareness Pose Major Threats Answer To These Problems: Evolution Of IMC In India
- 15. Annexure: Books: 1) Gopal Swamy, T. P. 1997 Rural Marketing, Environment-Problems and Strategies, Allahabad, Wheeler Publishing. 2) Badi R.V & Badi N.V. 2004 Rural Marketing, Mumbai, Himalaya Publishing House Magazines, Journals and News Articles: 1) Prahalad C.K. and Allen Hammond, September 2002 Serving the World's poor profitably, Harvard Business Review 2) Dobhal Shailesh, June 21, 2006 Marketing the BOP in India, The Economic Times 3) At the Bottom of the Pyramid: Responsible Design for Responsible Business, By Nirmal Sethia, Design Management Review, June 1, 2005 24/07/2014 15
- 16. 24/07/2014 16 4) C.K. Prahalad & Stuart L. Hart January, 2002 (Issue 26, First Quarter 2002) The Fortune at the Bottom of the Pyramid, Strategy+Business 5) Gupta Dipankar, February 2005, pp. 751-758 Whither the Indian Village: Culture and Agriculture in 'Rural' India', Economic and Political Weekly 6) Bali Monish, August 23, 2000 The rural market likes it strong, The Economic Times, [Interview by An Awasthi] 7) Jha Neeraj, June 19, 2000 Gung-ho on rural marketing, The Financial Express 8) Chothani Pritesh Y. & Sud Ritesh, May 26, 2010 Rural India: Challenges and Opportunities, coolavenues.com 9) Katiyar Ruchi, June 15, 2010 Rural Marketing: Challenges in Distribution and Channel Management, coolavenues.com
- 17. 24/07/2014 17 Websites: 1) www.indiainfoline.com/Markets/News/Rural-India.../482490523 2) http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4472 3) http://www.indianmba.com/faculty_column/fc1079/fc1079.html 4) http://censusindia.gov.in/2011-prov-results/indiaatglance.html 5) http://www.multimediamarketing.com/mkc/marketingcommunications/ 6) http://www.pluggd.in/indian-rural-market-challenges-297/ 7) http://www.samparkrural.co.in/infra 8) http://www.wdi.umich.edu/ResearchInitiatives/BasePyramid/Resources/Regions SouthAsia 9) http://www.usq.edu.au/course/material/mkt2001/imc_mix.htm 10)http://ubrander.wordpress.com/2006/09/05/what-is-imc/
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