Making Inroads into the Hinterland

1. Making Inroads Into Hinterlands Rural Marketing SHOBITGUPTA

2. A CLASSIC QUESTION “Improving the life of billions of people at the bottom of economic pyramid is a noble endeavor. It can also be a lucrative one” C.K. Prahlad

4. LIC sold 55 percent of its policies in rural India.

5. 50% BSNL connections are rural.

6. 60% Rediffmail users are from small towns.

8. Rural Markets are future Battlegrounds

10. To study the present scenario of rural marketing in India.

11. To study the role of advertisement in rural India.

12. To study the constraints in marketing communication in rural India.

13. To study the challenges faced by rural marketers in India.

15. Attractiveness of Rural Market

17. Rising propensity

18. Growth in consumption

19. Life cycle changes

20. Life cycle advantages

21. Market growth rate higher than urban

22. Rural marketing is not expensive

24. Pricing Framework

25. Cost Competition Demand

26. DesigningPromotion

28. Creating message content or appeals

29. Evolving message structure

30. Developing message format

31. Choosing message source

32. Selecting the channel

33. Deciding on promotion mix

35. To improve product knowledge among target customers.

36. To strengthen liking or preference to buy the product.

38. Message Format Pictures, dramatizing voices, attractive expressions and color have more influence on rural

39. Message Source

41. Create opinion leaders

42. Develop advertising that has high conversational value

43. Train middlemen in interacting with consumers

45. Sampling

47. Retailer

48. Vans

49. Weekly haats & Bazaars

51. Cooperative Societies

52. Public Distribution System

53. Petrol Pumps

54. Agricultural Input Dealers

55. NGOs

56. Barefoot Salesman

59. 27 owned & 17 franchise operations

60. Using Celebrities

61. 30% revenue from rural sector

62. “Thanda…” campaign

64. “Namak Ho Tata Ka, Tata Namak”

65. 15% spends on promotion

66. 2002, “DeshkaNamak”

67. Television

68. Wall Painting

70. Enjoys 50% market share

71. “Colgate fresh energy gel”

72. Use of mass media

73. Opinion Leader

75. Stressing in trade related activities.

76. Making mosquito mats machine available at electronic shops, painting shops for free gifts.

77. carried out product distribution through vans and educate the rural