The document discusses promotion and communication strategies for rural marketing. It outlines three objectives of promotion: to communicate information, persuade consumers, and stimulate demand. It then describes the communication process model and the steps involved in designing promotion mixes, including determining objectives, creating appeals, and selecting media channels. The document analyzes various conventional, non-conventional, and personalized media options for rural promotions, noting their reach and examples. It concludes that both push and pull strategies are important for rural marketing communications.

1. PROMOTION & COMMUNICATION STRATEGIES FOR
RURAL MARKETING
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PRESENTED TO- PRESENTED BY-
Prof- Arpita Shrivastava Yashwant kumar(A-59)
Anil Kumar Gupta (B-07)

2. Rural Promotion
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Promotion is the process of marketing communication to inform,
persuade,
remind and influence consumers or user in favour of product or services
and has three specific objectives:-
 It communicates marketing information to consumers, users and sellers.
 Promotion persuades and convinces the buyer and influences his behaviour
to take desired action.
 Its stimulates demand, capture demand from competition and maintain
demand for the company’s products even in a competitive market situation.

3. Communication Process Model
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Message
Sender Encoding ………… Decoding Receiver
Media
Noise
Response

4. Designing Promotions
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The process of designing promotion mix with appropriate message, media and
promotools is not an easy task. It involves the following steps:-
 Determining communication objectives.
 Creating message content or appeals.
 Evolving message structure.
 Developing message format.
 Choosing message source.
 Selecting the channels.
 Deciding on promotion mix.
 Establishing promotion budget.

5. Promotional media
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Mass media Local media Personalized media
Radio Haats, Melas, Fairs Direct communication
Cinema Wall paintings Dealers
Press Hoardings Sales persons
TV Video vans Researchers
Folk media

6. Types of promotions
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 Advertising
 Sales promotions – coupons, contests, demonstrations and sampling, Example:
Tata Shaktee Haat Hungama
 Direct marketing, Example: Videocon
 Publicity, Example: Project Shakti and AP Online
 Using a direct selling through a sales force.
Example: Swasthya Chetna for Lifebouy.

7. Promotion- Adaptations for Rural Markets
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Conventional Non- Conventional Personalised
Television Haat and Mela Direct mailing
Radio Folk Media( puppet and Point of purchase
magic show)
Press/Print media Video Van Word of mouth
Cinema Interpersonal
communication
Outdoor: Wall Painting,
Hoarding

8. Media reach in rural households
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Press TV Satellite radio Cinema
(%) (%) (%) (%) (%)
All India 23 47 13 18 20
URBAN 46 78 35 18 31
Male 58 79 36 20 39
Female 33 77 34 16 22
RURAL 14 36 5 18 16
Male 21 39 5 22 22
Female 7 32 5 13 10
Source:- Indian Relationship Survey (2008-09).

9. Conventional
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TV :- Television has made a great impact and large audience has been exposed to this
medium.
Regional TV channels have been very popular especially in rural areas
Examples:- SUN TV (Tamil Nadu), Asianet (Kerala), Alpha Panjabi(North),
Alpha Marathi(Maharashtra).
RADIO:- Radio is a cost effective medium to reach rural people.
Radio reaches large population in rural areas at a relatively low cost.
Example:- Colgate, zandu balm, Jyoti labs are some of the companies using
Radio communication programme.
PRESS:- Press reach is low in rural areas. English newspapers and magazines have
negligible circulation in rural areas.

10. Continued…..
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CINEMAS:- Attracts large audience especially in rural areas.
Local distributor or dealer who has good contacts with cinemas
houses in villages can easily monitor this activity.
Example:- Films on products like Vicks, Lifebuoy, Colgate and Shampoos
are shown in rural cinema halls. Apart from films, Ad slides can
also be screened in village theatres.
WALL PAINTING:-Wall painting is an effective and economical medium for
communication in rural areas.
The cost of painting one square foot area is about Rs.15/-.
Example:- Companies marketing TV, fans, coffee/tea, soap, toothpaste,
fertilizers etc., use wall painting as a promotion medium in a
rural areas.

11. Non conventional
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MELAS HAATS
1. Melas are an important 1. Sunday markets are most
feature of Indian rural life, popular.
held periodically. 2. Villagers prefer buying from
2. 25,000 melas are held haats.
annually, but 90% of these Example:-The Haat in
last only for a day. Pollachi(Sandai in Tamil) is
Example:-Pushkar Mela in very popular in Tamil Nadu.
Rajasthan

12. Continued………
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FOLK MEDIA:- The performing arts comprise a wide variety of displays.
Folk media forms:- Dance, Stories of Gods, magic, Street theatre.
VIDEO VAN:- Video van is one of the effective tools for rural communications.
Example:- Agricultural input companies regularly use video vans for promoting
their products.

13. Personalized
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 DIRECT MAILING:- Direct mailing involves sending out single pieces of mail,
letters, flyers to a specific and targeted audience.
ADVANTAGES- Audience selectivity, Flexibility, Personalization.
 POINT OF PURCHASE (POP).
 WORD OF MOUTH.
 INTERPERSONAL COMMUNICATION.

14. Cont’d ………
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 Push strategy – sales force and trade promotion
 Pull strategy – advertising and consumer promotion

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CONCLUSION

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