STRATEGIC PLANNING FOR RURAL MARKETS

ALL ROADS LEADING TO RURAL INDIA

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RURAL INDIA THE OPPORTUNITY • • The largest market in the world with 700 million Rural Folks With growing purchasing power and increasing aspiration levels RURAL INDIA -THE CHALLENGE Most of Rural India remains a mystery • • • • • 13 major languages & over 1300 dialects Diversity in Traditions & Cultures Lack of Distribution Channels Poor reach of Mass Media Poor understanding of Rural Customers 2 .

RURAL INDIA THE SOLUTION Need for an organisation that can help corporates in • Understanding rural realities and perceptions • Untangling rural beliefs and value systems • Communicating in an environment of low literacy • Looking beyond conventional media 3 . TV has wide reach. Market research methodology is universal for urban and rural.RURAL INDIA THE MYTHS • • • • • • • The Rural Market is a homogenous mass.5 lakh villages is a distribution nightmare. Reaching 6. Individuals decide about purchases. Disposable income in rural is low. Urban communication style is equally suitable for rural.

there is no single institution which can offer Strategic Planning for Rural Markets and Implementation on an all India level under one roof.Today. Introducing • Your consultants for Rural Marketing 4 .

• Complete strategy presentation including creatives.THE RURAL NETWORK The first ever alliance of India’s leading rural marketing organisations to offer corporates • Customised research programme leading on to a strategy. THE NETWORK PARTNERS • • • • Anugrah Madison. Chennai MART. Mumbai 5 . Pune Sampark. • Evaluation of Rural Marketing Efforts. • Implementation of the strategy across the country. New Delhi Rural Relations.

widely traveled Rural Team that has a good understanding of the regional differences. particularly South Indian languages. • Ability to develop complete communication package in the languages.V. • Capable of developing Rural Marketing strategy for a wide range of products based on Rural specific research. • Ability to mastermind events for rural markets and help manage them. a veteran with 38 years in Advertising and dealing with Rural Communication for over two decades.ANUGRAH MADISON • Chennai based agency with over 15 years’ involvement in Rural Marketing. • Offices in Chennai & Coimbatore 6 . required to reach the Rural Markets. • Backed by an experienced. Rajan. ANUGRAH MADISON • Headed by R.

7 . MART (Marketing and Research Team) Headed by Mr. Offering comprehensive Rural Marketing solutions from Market Research and Strategy formulation to Implementation including participation in Rural events. Recipient of Jamnalal Bajaj Award. Pioneer in developing innovative technologies for Rural Research. With rich grass roots knowledge of the Rural sector. With offices in Andhra Pradesh and West Bengal. Backed by a strong team of 30 Management graduates. Pradeep Kashyap with 32 years experience in both corporate & development sectors. Pioneer in innovative approaches to Rural distribution.MART (Marketing and Research Team) Based in Delhi with over 7 years involvement in Rural Marketing.

000 feeder market villages in the population strata of 2.000. Gujarat. Maharashtra. opinion leaders & shopkeepers. Rural Relations is India’s largest rural consumer relations organisation.RURAL RELATIONS • Based in Pune. a man born and brought up in a village in Maharashtra • An idealist with Communication hands-on approach to Rural 8 . • With a huge database on Rural Markets. progressive farmers. covering five states. • Has developed communication and interactive programmes for brands as well as customer relationship development and retention activities. • Headed by Mr. Pradeep Lokhande. teachers.000 to 10. RURAL RELATIONS • Has deep understanding of the rural lifestyles with sustained and continuous interaction with the rural students. MP. Rural Relations penetrates 25. Rajasthan and UP.

with 25 years experience in developing communication packages with Rural focus. 9 .won over 160 awards for creative excellence. R.a quality Journal devoted to Rural Marketing & Communication. • Specialists in rural van promotion and publicity. SAMPARK ADVERTISING • Headed by Mr. • With branches in Kolhapur & Hyderabad. • Wide experience in dealing with rural events in a variety of situations and locations.A. Patankar who has over two decades of personal involvement with Rural Marketing • Founder & Editor of ‘Rural Scan’ .SAMPARK ADVERTISING • Based in Bombay. • Has strong rural management information system with in-house creative facility .

Mobile traders.COMBINED STRENGTH OF THE NETWORK • Rich grass root experience of rural markets along with good understanding of regional differences Indigenously developed rural research tools Innovative approaches in rural distribution & promotion : SHGs. Haats In-depth knowledge and experience in brand building Excellence in innovative media planning and executing promotional campaigns to suit regional mindsets • • • • COMBINED STRENGTH OF THE NETWORK • Proven Network for van promotion across the country • In-house creative capabilities for Print & Audio Video production • Extensive direct marketing network in rural India • Posses a larger and up-to-date database on rural markets • Dedicated creative and field teams to ensure effective implementation 10 .

usage & attitude studies Advertising & Media Research: Communication pre-tests and post-tests Rural Media habits. media reach and its impact Brand Image & Brand Positioning Studies Customer Satisfaction Measurement Network Offering Rural Market Research QUALITATIVE & QUANTITATIVE RESEARCH STUDIES (contd…) New Product Development Research Concept Testing: New products & concept testing & development Assessing Rural Market Potential Feasibility Studies Market Segmentation Studies Pricing Research 11 . purchase behavior.Network Offering Rural Market Research QUALITATIVE & QUANTITATIVE RESEARCH STUDIES Consumer Behavior Research: Brand awareness.

Rural Distribution Strategy Customised rural specific distribution channels to enhance geographical reach & retail penetration Distribution channel selection. development & management Benchmarking of trade practices Sales systems development 12 .Network Offering ... Rural Marketing Strategy New Product Development Conceptualisation Product designing/ modification Branding Packaging & Pricing Channel selection & Promotion Network Offering ...

Rural Communication Creative Designing & development of advertising packages Production of Audio Visuals Brand positioning & brand building communication Network Offering . selection & execution of campaigns Customised rural specific media vehicles for extended rural reach & high communication impact Promotion through traditional media (Haats..Network Offering .. Rural Communication Media planning Identification... Mandis) Van promotion Direct marketing through door to door campaign 13 . Melas.

Database Creation & Management Village & town level database generation Continuous updating and management of database 14 . Rural Events Management Piloting promotion through traditional and unconventional media Developing scale-up strategy incorporating learning of pilot Profiling of events along with on-spot consumer research Network Offering ....Network Offering ..

FMCGs Balsara Colgate Dabur India Godrej Soaps Ltd. SRF Ltd. Stanes & Co.. OTHERS ACC Ltd.Over 75 years of combined experience in dealing with clients like. Hindustan Lever Marico Procter & Gamble Tata Tea AUTOMOBILES Eicher Goodyear Mico-Bosch MRF Ltd. Ltd. De laval DSCL Escotel Grasim Cement Hindalco Hoechst Vasu Agarbatti 15 .. CONSUMER DURABLES Asian Paints Blow Plast Castrol Kinetic Telco Philips AGRI RELATED Dabur Ayurvet EID Parry Godrej Agrovet Monsanto Rashtriya Chemicals T. SERVICES GIC LIC Om Kotak Mahindra Shriram Group of Companies Over 75 years of combined experience in dealing with clients like...

Email: anugrah@xlweb.anugrahmadison. Fax: 24320610. New Delhi 110 065 Ph: 26926527.Contact Addresses of all Partners • Anugrah Madison Advertising Pvt.in Website: www. Next to Strand Cinema. Email: mart@bol.com Contact Addresses of all Partners • Rural Relations Pune 411 013. Fax: 22853421 Email: sampark@bom5. Ama House.vsnl.108. Ltd. II Floor. 465 Anna Salai. Mumbai Ph: 22873223/22041448/22821330. Email: rural@ruralrelations.com • Sampark Marketing & Advertising Solutions P Ltd. I Floor. Colaba. New Friends Colony.com • Marketing & Research Team (MART) A.net Website: www. Fax: 6820280.in / mart@touchtelindia.com 16 .samparkrural. Ph: 6821034.com Website: www.net.ruralrelations. Fax: 26926943.com Website: www.net.martrural. Chennai 600 035 Ph: 24363622/23/25. Geo Towers.