ADVERTISING STRATEGIES IN RURAL MARKETING

Submitted by:Nidhi Kumari

RURAL COMMUNICATION….
We need special attention….  Market is huge…..  And market is heterogeneous  And further it has got some special characteristics…. Why…

FURTHER WE HAVE SMART COMPETITORS

AND WE ALSO KNOW……

Competition is tough

CAN ADVERTISING HELP?

HOW, WHAT COMMN, DO….

Will help you To be competitive. To plan your strategy strategically. To economize your resources. To be the favorite of your stakeholder.

RURAL CUSTOMER…. UNDERSTAND THEM

A RURAL CONSUMER

Illiterate but not unintelligent.

AN INTELLIGENT THINKER…

Loyalty to regional brands. Brand stickiness Understand symbols and colours better so what we try to do???

AN HARD BARGAINER…

Has his own way of evaluation… (‘touch and feel’ of product)

TAKE A CASE OF AGRI-SECTOR IN RURAL MARKET

Where are we….

AGRO-NEEDS
In-farm  Nutrients  Seeds  fertilizers  weedicides  Pesticides Out-farm implements Machines pipes Diesel Maintainace For-farm finance Insurance Knowledge value-add

Many needs few Brands….

PURCHASE TRIGGERS
Seasonality - What ever BEST is available  Used Before - Peace of mind  Endorsed - Peer recommendation trusted  Cash/Credit -Affordability

Where is the Brand ?

AGRO ADVERTISING

No brands, no advertising  ‘Me too’communication efforts  Posters  Farmer meets  Leaflets  Demo farms

RURAL MARKETING COMMN... SAME YEAR AFTER YESAME YEAR

RURAL MARKETING COMMN.. ONE FOLLOWS OTHER…

WHAT TO DO?
Opinion leaders at the top of the hierarchy continue to play an important role in the decision making process.  In spite of multiple sources of communication few steps flow of communication continues to dominate the communication process.

CONTD…
Women and children are emerging as demand generators.  Word of mouth recommendation by users and sheer familiarity have a strong role to play in influencing decisions.  Apart from Opinion Leaders, educated village youths are increasingly influencing decisions especially of lifestyle products.

CARE FOR EVERY ONE….

IDEAL ADVERTISING STRATEGY…

KNOW THE LOCAL LANGUAGE…
Telgu…  Orriya…  Tamil…  Etc..

LG’S ADVERTISING STRATEGIES FOR RURAL MARKET…

LG launched its first low priced TV for rural consumers.. -Sampoorna- Rs.3000 -Cineplus- RS 4900 Promotion  Mobile Vans  Exhibition  Road Shows

THANK-YOU

Sign up to vote on this title
UsefulNot useful