You are on page 1of 35

m m 

m m m 
 

@mm@m  @

 
› ARUN DASSI-13
› AKSHAY SHELAR-
› ABIJEET DIWATE-14
› PRAFUL UBEROI-
› SAMAD SHEIK-
› HEMANT GANDHI-
› SAIDA MOGUL-
› IRSHAD TIGALA-
› ASIF VALSANGKAR-
› DURGESH SAWANT-
› SAIDA MOGUL-

2   2
 m m m

› Agriculture·s share in GDP is going down, but, India still lives in


her villages

› Urban markets are crowded and saturated

› The understanding of ´ruralµ is diffused and sometimes


confusing

› Is ´rural marketingµ different from ´urban marketingµ ?


w m m  m wm 
ë 
  
ë Œ  



 Π@
 
Π

 !
 
" #


  

Œ$    % 

@ Π&"'(
 &"
  

   !  
 



Õ w
)*
   +
!
!!
 ë   
"!


  !
 


+,+-  + "! 0


1"
'( !  
 


.  / 



!  
 @

%!
 
 !  
 #"


2 

!'
w mm  m
  )ë   
- 
+  
 $ #



 
 $ #
   4 ! 


%
    
  
  2
22

 
22  %
 
( 
!

 !
  2
!

 #

  $ #
    !"
 
  
(%!  
  
   

      #


2

  
(%
 
    

! 1
   
2




   1%


 
!

1   2  
! 2

3  !
2 
3
uM MM

› w 
M     
  
 
       


 
   
      
    
 
     
 
     
 
M MMM   

uM MM M

›     
›      
› 
    
› 
 
›    

› 
    
›  

› Income flow from urban/abroad
› Better exposure ² media
› Literacy levels on the rise
uM M MM

›  
 

›   

›      
    
›       
 


    

   
›  
     M  
›    
›  
 
  
›     
›
  
 
u M 
   
 
   
      
         

     
  
     


       
  
   
 
  

    
      
    
  
    
 
                
      
  
 
 
           
 

    
 

m m m 
m m
@
m 
@



› Press advertisements ² largely imported goods


which had reached Indian shores
@
 


› Keenly debated topic

› Definitions based on organisational/ institutional vision,


mission & goals

› Need for a comprehensive and modular understanding

› Rural Marketing is a ´ work in progressµ

› Multi ² disciplinary approach is necessary for sharper


understanding
a 

›The talkies and radio emerge as media


› Colour movies
a 

› nd World War


› Famine

› Fight for Independence


a 

› nd World War


› Famine

› Fight for Independence


a 
› Watershed years for Indian advertising
› Industrial revolution in the Nehruvian era
› 1st survey of the rural market (Wood)
› Burmah Shell vans used for advertising
› Cinema advertising began
› Kolkata gets the privilege of India·s first ad club
› Leading ad agency - Press Syndicate
› National created the ?  baby
a 
› India·s first Advertising Convention (1960)
› Advertising to to be Indian in thought and
content
› Shift to marketing orientation
› Professionalisation within agencies
› 1st Asian Advertising Congress at New
Delhi
› Research data generated
 

› MRI (Market Rating Indices)


› Shop Audits

› NRS I and II

› Creativity was emphasised

› Photography find increasing use

› Social marketing
a 

› Media boom
› Special magazines

› nd Asian Advertising Congress at New Delhi

› Lifestyle studies, positioning

› Rural marketing
a 

› Indianisation of western advertising


› Public sector advertising
› Expansion and diversification of agencies
› Aug 15th 198 ² Colour TV introduced
› Radio commercials introduced
› NRS III by IMRB
› Colour Printing more popular
 

› Regional broadcasts, expansion of radio


› Formation of Indian chapter of International
Advertising Association
› Formation of ASCI

› Adoption of a new code

› Concept of sponsored programmes on TV


a 
› NRS IV (  surveys ² ORG and IMRB-MARG)
› Niche magazines
› Emphasis on Direct marketing
› Satellite TV
› CNN ² 1st channel to be beamed to India
› Star bouquet
› Zee bouquet
› DD Metro to counter satellite channels
 
› DD Audience surveys
› Movie channels and pay channels
› FM Radio
› Emphasis on Brand Equity
› Internationalisation of Advertising
› NRS V
› IRS survey
› Consumer Tracking and Satisfaction studies


› NRS VI
› CAS

› Internationalisation of domestic agencies

› Net Advertising

› The role of the advertising agency ² changing


to that of a marketing consultant
u 
m m 
› Definition ²
 
         

          
    
 
  
     

   
    
  
    
  


    
          

  
    
 
u M  M M

 M 

› 
 
›    
›     

›    

› 
        

›        
›     
›  
M M
 

   
   
    
  
uMass Media (Conventional)

› T.V /Cable network


› Satellite Channels
› Radio
› Print
› Cinema/Theatre
› Word of Mouth
› Video on Wheels
 
u Advantages
› Excellent Reach
› Less expensive ,wider
› Coverage

u Disadvantages
› At times unnecessary
› coverage
› No customized messages
umm  
m  

m  

› Puppet Shows
› Folk Theatre/Opera
› Demonstration
› Haats and Mela
› Wall painting
› Post card and posters
› Booklets/Calendar
 
u Advantages
› High involvement
› High Interest
› Localized administered at low
› Cost

u Disadvantages
› Coverage
› Repeat /Re enforcement
› Skill of performer
u2  

      
 M    
 
 
@m
@




Thank You
HOPE U ENJOYED««..