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RV Rajan - Rural Marketing
RV Rajan - Rural Marketing
Some Insights
By
Curtain Raiser
Why go Rural?
Proliferation of brands in urban High saturation levels in urban Greater awareness of brands in rural Ever-growing aspirations in rural No effects of slow down on rural markets !
ALL RESULTING IN FARMERS INCOME RISING Tremendous opportunities for existing and new brands to enter rural markets
Rs.65000 crore Rs.45000 crore Rs.5000 crore Rs.8000 crore Rs.35000 crore Rs.15000 crore Rs.173000 crore
Build Recognition
Rural folks understands symbols and colours better.
Pahelwan Chap MRF Haathi Beedi Laal Sabun Lifebuoy Peela Powder - Nirma
This also leads to duplicates and spurious products Largely sold in the Haats (weekly markets) in Rural India
Rs.12000 crore p.a. is the estimated loss to FMCG sector
Build Access
Distribution in rural India is not a nightmare For FMCG reach villages (feeder markets) in towns with population 10000 to 15000 For consumer durables reach towns with population of 50000+ and also Look at opportunities in haats, melas, post offices, public distribution system etc.
Build word-of-mouth
Importance of opinion leaders Educated village youth as opinion leaders Women and children as demand generators Customised events targeting specific groups with focused communication
Rural Cinema
Radio TV
Characteristics
Perceptions, traditions, values vary from state to state and in some cases from region to region within a state.(MRF Bullock Cart Tyres) Divisions based on caste, community and other hierarchical factors continue to exist.
Rural Communication
Keep the communication simple
No scope for gimmicks
Think in the local language to capture the local spirit in the communication aimed at specific region.
Rural Communication
Demonstration a key element for success
Shampoo Demonstration
Demonstration
MRF
TAFE
Rural Communication
Television does not distinguish between urban and rural You may be able to get away with a common TVC for both urban and rural audience particularly for FMCG products provided your communication is not gimmicky, suggestive and is easy to comprehend.
Colgate
Reliance Mobile
Rural Communication
But when it comes to Durables, where rational decisions are involved, it is advisable to target the opinion leaders first. While urban oriented TVC may register with opinion leaders and help create awareness, for real impact down the line, a region specific and need specific communication programme has to be devised which provides for demonstration and touch & feel of the products.
Important
Rural Urban Divide in terms of communication continues to exist Hence need for different communication packages focused on rural audience
Philips Urban
Philips Rural
Leprosy Urban
Leprosy Rural
If you are small with limited budgets start by concentrating on smaller areas
Outdoor / local Cable TV / Radio / participate in local festivals etc.
Even Nirma started very small Today it is a Rs.2000 plus crore company!
Thank you
Email: anugrah@madisonindia.com