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Rural marketing 11
The document discusses the challenges of rural communication including the heterogeneity and spread of rural populations across India, low literacy levels, and varying media reach and habits across different states. It outlines key factors to consider for effective rural communication such as identifying and profiling the target audience, determining communication objectives, designing appropriate messages, selecting relevant communication channels, and measuring the impact of communication strategies. Various rural communication media and strategies are also described such as the use of folk media, sales promotions, and events to reach rural audiences.
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Rural marketing 11
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- 2. PGDM (IIM Raipur) BakhresaFMCG (South Africa) Relationship Manager (HDFC Bank) MD- Shyam Hospital Faculty(MBA)- GLA University, Mathura Swarit Yadav
- 15. Challenges of ruralcommunication Heterogeneity and spread Communication is a part of its culture Large number of consumers scattered across country 638000 villages Language is also a problem 22 official languages Vidarbha region vs marathwada region vs konkan region of coastal Maharashtra Low literacy and varying comprehension abilities Literacy levels vary from state to state Simple communication message is required Self-explanatory visuals Storyboards Role plays Flip charts etc Different media reach and habits Television has maximum reach in Goa vs least in Bihar Press reach is good in kerala vs poor in madhya pradesh Radio penetration is good in Tamil Nadu and poor in Andhra Pradesh Dabur choose Ravi Kishan for chyawanprash in Bihar
- 16. Rural vs Urbanresponses to television advertisments
- 17. Rural communication media Identifyingand profiling the target audience Determining communication objectives Designing the message Selecting the communication channels Budgeting for rural communication Designing the communication mix strategy Measuring the impact of communication
- 18. A key profilingfactor for designing communication Religion
- 19. Rural communication media Identifying and profiling the target audience R3 and R4 of punjab vs bihar are in stark contrast Go back to STP basics Dabur janam ghutti Profiled consumers at haats and melas The wife decides the product category The man does the brand selection and purchase Determining Communication Objectives Moving customer to higher states of readiness to buy AICDA Model Awareness Interest Conviction Desire Action
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- 21. Rural communication media Designing the message What to say(the message content)? How to say it(message structure)? How to say it symbolically(message format)? In what context to say it(content association)? Who should say it(message source)? The message content Rational appeal MRF bullock cart “pehelwaan chhap baggi gadi tyres” Babool babool paise wasool Sardi garmi ya barsaat, tata shaktee hardam saath Emotional appeal Heroism, love of family, pride in achievement and humour Kayam churna https://www.youtube.com/watch?v =a_nNTixFPEY Guilt and shame Birla white cement https://www.youtube.com/watch?v =v8NM3CPjdoc Functional elements are more important than emotional appeal Quality and value for money Moral appeal Sense of what is right and proper “pehla ek ghanta” Tata shaktee known as Chaddar in UP Nalidaar in MP Patra in maharashtra Tina in Bihar Tadag in Tamil Nadu
- 22. Rural Communication Media The message structure and format Simple Short Self explanatory Pictorial representation better than verbal descriptions Tortoise for kachhua chhap Plus symbol for clinic plus Pril ad Saas and bahu Context association The message source Likeable source Thanda matlab coca cola Trustworthy source Friends and relative Expert source Big ticket purchases Opinion leaders Asian paints painted sarpanch house before launch
- 23. Rural communication Media Selecting the communication channels Personal communication channels Advocate channels Vardhaan bidi rural sales promoters(RSP) Expert channel Masons,village and town retailers Social channels Nieghbours,friends,fa mily members Non personal communication channels Mass media Events Shakti day Budgeting for rural communication
- 24. Rural communication media Designing the Communication Mix Strategy Advertising Building long term image for a product Sales promotion Coupons, contest, discounts, demonstrations and sampling Communication Incentive Invitation Using sampling acts Godrej hair dye free sample distribution in punjab Cadbury retail activation program Direct marketing Mobile marketing Vending machine Direct mailers Publicity and image building Information in the form of a news Tvs taught women scooty by trainer Cookery classes by LG to womens Lifebuoy swastha chetna Personal selling Personal confrontation Response Right concept marketing(RCM) Bhilwara rajasthan Rural consumer become salesman Lic agents
- 25. Rural communication media The communication mix decisions Type of product market Pull vs push startegy Buyer readiness stage Advertising and publicity- used for awareness and interest Personal selling- customer comprehension and conviction Product lifestyle stage Introduction- Advertisment, publicity, events, experiences then sales promotion and personal selling Growth-tone down introduction phase media Maturity- sales promotion, advertising and personal selling Decline-sales promotion In rural area product maturity is yet to be achieved Focus should be on awareness, interest, conviction Measuring the impact of communication Controlled area vs non controlled area in a given period of time Total footfall in retail outlets, haat, melas, stalls, enquiries and sales
- 26. Types of ruralcommunication Conventional media Mass media Radio FM penetration is good Low involvement with advertisments Television Low electrification Women do not watch tv in the presence of males Press/print media Carry useful and detailed information Newspaper are language specific Several segments in newspaper Problem of reach, access and low literacy Cinema Popularity is coming down due to tv and cd, pend drives etc. Mobile phone and jio came Outdoor media: wall painting Personalized media Point of purchase displays and demonstrations Rural centric non-conventional media Video van/video rath Haats Melas Mandis Folk media Folk theatre Folk songs Folk dances Magic shows Puppet shows Interactive games
- 27. Types of ruralcommunication Sales promotion Discounts Coupons Sampling Installment schemes Demonstration/expe riential marketing Events and experiences Sports events Channel partner meet Key opinion leader meets Mason/mechanic/car penter/painter