Professional Documents
Culture Documents
Rural Advert
Rural Advert
Introduction Marketing consists of the strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer. Marketing is the key functional area of creating revenue for any organization. Rural marketing is the promotion of a product by using strategies to facilitate the flow of goods and services from rural producers to urban consumers and agricultural inputs/ consumer goods from urban to rural. It involves the delivering of manufactured or processed inputs to rural producers or consumers. It is the process of marketing communication to inform, persuade, remind and influence consumers in favour of products and services. Rural marketing process includes all aspects of market structure both institutional and functional and covers both technical and economic aspects. It starts with a decision to produce a saleable commodity and includes all the operations like assembling, grading, transportation and distribution etc. India is an agro-based economy and about 70% of the population lives in villages and rural areas. Rural markets in India acquired significance because of the economic growth and resultant increase in employment and subsequent increase in the purchasing power of the rural communities. As a result of the Green revolution in India, the rural areas are consuming a large quantity of industrial and urban manufactured products. Rural India has become a target for marketers because of the huge potential for all kinds of products and services. Saturation of the urban market is another reason why marketers are looking for extending their products to an unexplored market. i.e, rural market. Rural products of India are unique, innovative and have good utility and values. Large number of rural products like ayurvedic medicines, food products, handicrafts items, embroidery clothes and other products marks its ethnic origin, quality, indigenous design and appearance which make them more attractive in the market. A large number of urban products like medicines, toothpaste, soap, cosmetics, shampoo, curry powers, vegetable oil, sanitary napkins, floor cleaner, health drinks, two wheelers, mobile phones, batteries, sewing machine and table fans are sold in rural India. At the same time the sales of consumer durables like colour television, washing machines, refrigerators, etc. are comparatively low and there is tremendous potential for such products in rural markets.
Methodology
The study is a conceptual paper based on theoretical framework and necessary data were collected from secondary data alone. Text books and web site references were mainly used for the study.
Limitations
Only secondary data is used for study..
I ) TRADITIONAL MEDIA
1. WALL PAINTING An Economical and best Media in Rural Marketing Wall Painting is an effective and economical medium for advertising in rural areas since it speak silently and stays for a long time. The message should be simple, direct and clear . Eg. Wheel detergent, Vodafone, Cell one, Sunlight detergent etc. 2.MOBILE VAN Mobile van is a medium that reaches the target segment and has been able to catch public attention. Soft drinks like Pepsi, Reliance, Coco-cola and Car manufacturers are using demo cars as mobile publicity. 3. MOBILE AUDIO VISUAL VANSMobile video vans operate with colour TV presentation along with film songs, dialogues etc. Attractive games and market survey can also be used for catching public attention. Product like Dish washes, water purifier etc. uses this method. 4. MOBILE HOARDING:
Hoarding space available on sides of the video van is utilized to paint the advertising message or product visual. 5. MIKE ANNOUNCEMENTS, PROCESSIONS Mike announcements and processions along with musical instruments like drum music are used to attract public attention in rural areas. Textiles in Kerala during Onam season uses this technique. 6. CAPARISONED ELEPHANTS, DECORATED BULLOCK&, HORSE CARTS The message carrying banners are tied up on the body of these animals and presented in an attractive way among the rural people. Eg. Jewelleries , Textiles in Kerala etc. use this method during festival seasons. 7. FOLK MEDIA Folk medias uphold the culture and heritage of the land and is capable of communicating the message in an interactive, repetitive and narrative manner about topics of contemporary issues. It includes: a) Folk theatre is informative and educational. Folk songs are simple and rhythmic and are transmitted orally from one generation to the next. b) Folk dances- It is basically simple and rhythmic and mostly religious in nature. Communication takes place through dramatic gestures, music and costumes with background stage settings. c) Magic shows - Magic shows are another folk entertainment and draw large crowds because of curiosity and hypnotic effects. Eg. Against drug abuse. d) Puppet Shows-Rituals and the use of puppets are found in almost all the states in India. Traditional puppeters were mostly itinerant performers who lives in rural areas. e. Hari katha,Villupatu, Nadanpattu- These are rural specific art forms preformed at village melas and temple festivals. 8. THE HAATS: Haats are meetings held regularly or weekly in all rural areas where in the sellers and buyers meet together to sell their products and services.. The sellers arrive in the morning in the haat and remain till late in the evening. Next day they move to another haat.
9. THE MELAS: Melas are of different types i.e. cattle fairs, commodity fairs, and religious fairs either held only for a day or may extend over a week. Many companies are now a days interested to participate in melas and fairs. The Mahakumbha mela at Allahabad is the biggest mela in India.
3. OPINION LEADERS:
Opinion leader is a person who is considered to be knowledgeable and is consulted by others and his advice is normally followed by others. Such opinion leaders may be big landlords, bank official, panchayath president, doctors, teachers, extension workers etc. Examples: a) Mahindra Tractors use bankers as opinion leaders for their product. b) Asian Paints uses great architect as opinion leaders, Colgate uses dentist as opinion leaders. 4. PRODUCT DISPLAY CONTESTS: An area is selected and contests are announced well in advance and promotional materials are distributed to selected dealers. For best promotion, the dealers are motivated by prizes. FIELD DEMONSTRATION: It is one of the most effective methods where in a farmer who is an opinion leader is selected and the demonstration is conducted in his field in the presence of a group of farmers in the village. The farmers observe the results in the field and the local dealer calls on them in their farms and persuades them to buy the particular brand of pesticide or fertilizer. OUTDOOR ADVERTISEMENTS:
This is a cost effective media which includes signboards, wall painting, hoarding, tree boards, bus boards, dealer boards, product display boards, posters etc, Symbols, pictures, colours, slogans etc. can be used in these advertisements. DIRECT MAIL ADVERTISING: It is a way of passing an information relating to goods or services for sale directly to potential customers through post. It is a medium employed by the advertiser to bring in a personal touch the customer.
Understanding the Rural Audience: The mentality of the rural audience is completely different from the urban folks. Rural consumers are more innocent than the urban and are more readily persuaded by marketing that touches them directly, such as live demonstrations, personal experience, seeing others using it etc Low Literacy level: Literacy level in rural area is another factor which make the communication difficult. Rural literacy has been estimated as 36% compared to 62% in urban areas. Creativity: Imagination and creativity of the rural masses are different from that of the urban. Sense of beauty and imagination of rural folks are tradition bound and natural. People in each region have their own cultures and rituals Creative pictures, symbols, colours, idioms etc. to suit with the interest of the rural population is to be identified and used in communication. Low standard of living: Rural people leads a low standard of living due to low income, low purchasing power, overall social and economic backwardness. With limited income , they may not spent much on non-food items and luxuries. Use of Common Sense: Rural people differ in common sense, understanding and seen to be more innocent. To convince the rural the message should be arranged in a logical way rather than puffing with claims. Reverse Innovation: Innovation in rural and backward area is to be done as a trial and then promote it extensively.. A reverse innovation means any innovation that is likely to be adopted first in the developing areas. In this develop products in smaller towns and villages and then distribute nationally. Focus on reverse innovation of a rural brand is a difficult task Cost Effectiveness : Vast area coverage and repeated attempts makes the rural promotion more expensive.
Findings
1 . Rural market is distinct from the urban market in several aspects 2.Rural consumers are heterogeneous in respect of tradition, culture, life style, language, habits etc. 3. Rural people are very conscious about the value of money and are not ready to pay for frills. 4. Women and children have great influence and domination in purchase decision making process. extra
5. Rural people accept locally famous personalities and opinion leaders as their role
models.
6. Rural masses have very limited earnings and as such they are very cautious about the value of money and not ready to spent extra for frills. 7. Rural consumers have their own doubts, hopes, aspirations and fears about a new product. 8. Rural masses are very much relied on their customs, tradition, superstitious beliefs and are not ready for any sacrifice. 9. The is great dynamism among the rural masses in respect of linguistic, social, cultural, economic factors.
9. Repetition is the foundation of all communications, hence repeatedly show the same advertisement to ensure the receptive value of the message. 10. In order to gain the trust of the rural masses, avoid the excessive dependency on urban culture. CONCLUSION Rural India is growing at a phenomenal rate. Developing a sound marketing strategy would require understanding the rural market and the rural consumer in the real sense. Communicating the rural masses is doubly difficult as the heterogeneity of market, cultural and language diversity, nonavailability/ affordability of conventional media and communication problems. The rural communication strategy has to have the built in flexibility and autonomy to adapt to the changing local situations. This calls for innovation and substantive changes in marketing strategies and approaches. If the Indian advertising industry is to reach out to rural India in an effective and efficient manner, it has to stick on firmly in rural perceptions, value and traditions. It has to immerse itself in local colours, customs and modes of communication in order to satisfy the needs and desires of rural masses. It has to reach out to rural market through innovative, professional approach with introspection and long term vision. -------------------------------------------REFERENCES 1. Gopalaswamy. Rural Marketing 2. Badi, R.V and Badi N.V(2006), "Rural marketing environment," Himalaya Publishing House, Mumbai. 3. Krishnamoorthy, R(2008), "Introduction to rural marketing," Himalaya Publishing House, Mumbai 4. B.S.Rathore Advertising Management 5. NiharMohapatra, Tapas Ranjan Moharana, Dhananjay Beura, Communication strategy for Rural markets: A study on India , Global Institute of Mgt. Bhubneswar. 6. Dr. Gomathi viswanathan ,Article Source: http://EzineArticles.com