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  • Rural Market Promotions

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    Gaurav Vij
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    The document discusses promotional techniques for rural markets in India. It outlines various promotional methods like print, visual, and wall advertisements. It notes that 70% of India's population lives rurally, with agriculture as the main occupation. Research showed wall paintings and melas were favored promotional methods in rural areas. Costs varied between methods, with melas having very high impact but also costing over Rs. 1 lakh. Major players in the rural promotional space are also discussed.

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    The document discusses promotional techniques for rural markets in India. It outlines various promotional methods like print, visual, and wall advertisements. It notes that 70% of India's population lives rurally, with agriculture as the main occupation. Research showed wall paintings and melas were favored promotional methods in rural areas. Costs varied between methods, with melas having very high impact but also costing over Rs. 1 lakh. Major players in the rural promotional space are also discussed.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    50 views15 pages

    Rural Market Promotions

    Uploaded by

    Gaurav Vij
    The document discusses promotional techniques for rural markets in India. It outlines various promotional methods like print, visual, and wall advertisements. It notes that 70% of India's population lives rurally, with agriculture as the main occupation. Research showed wall paintings and melas were favored promotional methods in rural areas. Costs varied between methods, with melas having very high impact but also costing over Rs. 1 lakh. Major players in the rural promotional space are also discussed.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    of 15

    AMITY BUSINESS SCHOOL

    By :- Gaurav Vij

    Rural Promotional Techniques


    Gaurav Vij ( A0102209149 )
    Introduction
    • 70% of India's population lives in 627000
    villages in rural areas.
    • 90% of the rural population us concentrated
    in villages with a population of less than 2000.
    • Agriculture being the main Occupation.
    • It’s a Volume-Driven Market.
    • Low Cost of Operations = Rise in New Ventures.

    Gaurav Vij ( A0102209149 )


    Types of Promotion
    • Advertisements
    I. Print Media ( Newspaper Inserts , etc )
    II. Visuals ( T.V spot Ads & Scrollers …. Visual Vans )
    III.Wall-Paintings
    IV.Kiosk & Canopy Systems
    V. Hoardings
    VI.Nukad-Nattak
    VII. Jalsa`s
    VIII. Melas
    • Sponsorships
    • Publicity ( Hospitals & Schools )
    Gaurav Vij ( A0102209149 )
    Continued
    • Free Samples of Product.
    • Conducting a Demo of Product , in a place of
    mass gathering.
    • Using Synergy of our other Brands to support
    the new entrant.
    • Pleasing the Village ELDERS and KHAPS.

    Gaurav Vij ( A0102209149 )


    Research Review
    Modes Favor Non-Favor No Comment
    Hats 65% 30% 5%
    Wall Paintings 40% 53% 7%
    Melas 65% 20% 15%

    Contents  Favor Non-Favor  No Comment


    Style of 77% 20% 3%
    Presentation
    The concept of 65% 20% 15%
    ad.
    Interesting and 63% 17% 20%
    delightful Ad.

    Source--Neeraj Jha, "Gung-ho on rural marketing", The Financial Express, June 19, 2000

    Gaurav Vij ( A0102209149 )


    Show me THE MONEY !!
    Content Price Visibility
    Wall-Painting Rs. 4 – 10 per sq ft High
    Hoarding Rs. 1000 – 15000 (pm rent) High
    Mobile Vans Rs. 300 – 500 ( per day ) Low
    Canopy & Kiosk Rs. 700 – 1000 (Infra Cost) Moderate

    Content Price Impact


    Melas Above Rs 1 lakh Very High
    Nukad-Nattak Rs. 3000 - 5000 Low
    Sponsorships Varies Moderate

    Gaurav Vij ( A0102209149 )


    Major Players

    Gaurav Vij ( A0102209149 )


    The Lost-Lands

    Gaurav Vij ( A0102209149 )


    Circus-Circus

    Gaurav Vij ( A0102209149 )


    Wall-Paintings

    Gaurav Vij ( A0102209149 )


    Gaurav Vij ( A0102209149 )
    Gaurav Vij ( A0102209149 )
    Gaurav Vij ( A0102209149 )
    Gaurav Vij ( A0102209149 )
    !! Thank-You for your TIME !!

    Gaurav Vij ( A0102209149 )

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