INSTITUTE OF MANAGEMENT, NIRMA

UNIVERSITY
MBA-FT (2020-22)

RURMKT
PROMOTION IN RURAL MARKET

Submitted To:
Prof. Sapna Parashar
Submitted By: Group 4

Shivangi Agrawal 201449

Deepika Gadhvi 201111
Sidharth Swain 201351
Vihang Vasa 191462
Vikas Dugar 201160

Date of Submission: 23rd March,2022

 1. Launching the durable product in rural areas

Objective -

• It informs consumers, users, and sellers about marketing opportunities.

• The buyer is persuaded and convinced by the media, and this behaviour is influenced
to do the desired activities.
• It boosts demand, captures demand from competitors, and keeps demand for the
company's products strong even in a competitive market.

IMC

Choosing the media or form of advertising to utilise can be particularly difficult for small
businesses with limited resources and expertise. For a company that only serves a limited area,
large-market television and newspapers are typically too expensive. Magazines, unless they are
local, usually cover too much territory to be cost effective for a small business, while certain
national publications of our regional or city editions are available.

Type of media we can use

Mass media:-

• Television
• Word of mouth
• Video on wheel

Traditional media;-

• Demonstration
• Mela

Rural media Strategy

Managing diversity and spread

• Identifying geographical locations with a higher number of rural consumers

• Locating potential consumers with a stronger tendency to spend in local language

The use of an audio-visual medium

 • Due to the lower literacy rate in rural areas and the greater reach of television and radio
in rural areas compared to print media, electronic communication must take precedence
over print media.

Use of a promotional vehicle

• A PR van is one of the most successful rural communication instruments.

Wall art and hoardings are used to communicate.

1. Launching new durable brand

Farm vehicles
Objective-

• Spreading awareness about the brand and its offerings

• To showcase the multiple utilities of the farm vehicle
• To promote free trials of the vehicle and promote purchase thus establish the brand
• To convert opinion leaders and rich influential farmers into customers

Message

• The Message would be a simple and informative one but showcasing the benefits our
brand is offering and how it is differentiated from other brands.
• The message will be in Local language and it would be focused creating a brand image
in the minds of the people.

Promotion of the brand

Events will be best to launch and promote the new brand

1. Nukkad natak- Interactive stories that provoke awareness and our brand will
be highlighted throughout by renowned local performers. Our different offerings,
their significance, features and how to utilise them will be showcased.
2. Demonstration in melas- We can display the products of the brands and the vehicle in
melas and appoint specialised people to explain the offering, benefits and utilities to people
3. Trial drive- We can provide free trial of our vehicles for a short period.
4. Sales promotion- Discounts for a limited period and the company can also allow payment
in instalments to boost the brand sale and create identity.

3.Existing durable brand

Objective of communication-

• Spreading awareness about existence of the brand

• To generate conviction for the brand
• To get people switch from old brands
• To convert opinion leaders and rich influential farmers into advocates of the brand

Message

• Message would be based on rational appeal based on product attributes.

• Message structure would be simple and conclusive
• Brand logo will be used extensively in engaging videos in order to increase brand
recognition and recall.
• Slice of life advertisement with local languages will be used.

Message Source

Message would be delivered by celebrity figures which are likeable, credible but rural people
can also associate with them

Media for message delivery

1. Mass media- Mass media advertisement like television and radio in order to generate
awareness about brand existence. This will include rational information and entertaining
advertisements with brand logo.

2. Demonstration in Haats and melas- At these places stall owners can induce the trial of
the brand and promote it to the customers. Vehicle can also be used for transportation from
haat to villages in order to demonstrate and create conviction.

3. Banners, Hoarding and Stickers- These will be placed at different gathering and public
places creating visibility of the brand.

4. Meeting with opinion leaders- These opinion leaders could be given special attention and
informed about the benefits of vehicles.

5. Events- In some festivities time different competition or gatherings could be created in

which vehicle would be kept at display.
 2. Launching new non durable product
The product selected is Ayurvedic soaps

Objective of communication

• Spreading awareness about existence of ayurvedic soaps

• To get people to understand need of natural soap
• To induce trials of the product for large population base
• To convert opinion leaders into customers

Message

• Rational and moral appeal will be used showing benefit for users as well as for the
environment and hence crops and farming.
• Message would be informative one but filled with humour in order to generate interest
and engagement in rural consumers.
• Local language will be used and healthcare workers will be involved for endorsement
of product.
• Message will be easy to understand and conclusion will be drawn in the message itself.

Media for message delivery

1. Dramatization- Nukkad nataks and puppet shows will be arranged for showing harmful
effects of chemical soaps and how effective and better are low cost ayurvedic soaps.

2. Mobile vans– Infomercials will be displayed and short movies will be played at public
gathering places of target villages. These vans will also have stock of trial packs and van
operator would, in order to engage audience, play games and would provide trial packs to the
winner of games. This will increase the value of trial packs which if distributed without any
competition would be assumed as of bearing low value.

3. Demonstration in Haats and melas- Stall operators at these places will show the live effect
of using ayurvedic soap versus chemical soaps. The soaps will also be used as gifts of various
game stalls at these places. This will increase knowledge as well as engagement

4. Trial packs- These would be added with print media leading to increase in trials.
5. Wall paintings- These help in getting attention and subconscious acceptance of the product
in villages.

6. T.V. Advertisements- Celebrity endorsements in T.V ads will help in increasing prestige
value and credibility of the product.

7. Retail outlets- Retailers will be asked to put banners of the product and influence customers
to have trial of the new product.

Measurement of communication effectivenes

Information gained about harmful effects of chemical soaps, number of primary trials and
percentage of people getting converted into customers will be used as measurement criteria

3. Launching new brand non-durable brand

Priya soap
Objective-

• Spreading awareness about the brand and its offerings

• To induce trials of the product for large population base
• To promote healthcare in the village. This soap improves the health of consumers and
reduces illnesses caused by germs.
• Message structure would be simple and conclusive
• People will get to know about the characteristic of the soap. This soap can be also used
instead of shampoo for hairs and even in washing clothes.

Message

• The Message would be a simple and rational showcasing point of differentiation of our
brand
• The message will be in Local language and it would be focused creating a brand image
in the minds of the people.
• Brand logo and jingles would be portrayed at different areas in and around villages for
emotional appeal through everyday connection

Promotion of the brand

 1. Nukkad natak- the natak will show the characteristic of the soap and show how
beneficial is the soap for the villagers as one soap can be used for all purpose.
2. Posters on the retail shop - We can display the products posters and let the retailers
introduce the new soap to villagers.
3. Advertisement in all language -people are not much literate in rural area, so promotion
in regional languages will help them understand.
4. Radio- radio is the basic mode of news so advertisement on radio will let people know
about the soap.
5. Announcement of the soap – announcement of the soap and its qualities on mic in the
whole village gets people know about it.
6. Sales promotion- Discounts for a limited period, buy one get one, buy a soap and get
a mug free sort of offers will attract people towards them.

6. Existing non durable brand

Objective of the communication

• Spreading awareness about existence of the brand

• To generate conviction for the brand
• To get people switch from old brands
• To convert opinion leaders into advocates

Message

• Message would be based on rational appeal based on product attributes.

• Message structure would be simple, conclusive and filled with humour to generate
interest
• Jingles and engaging videos will be used to increase brand recognition and recall.
• Slice of life advertisement with local languages will be used.

Message Source

Message would be delivered by local celebrity figures which are likeable, credible but rural
people can also associate with them
Promotion strategy

Along with the product attributes, conversion from existing brands would also be created by
social welfare activities like free soaps for schools and hospitals.

Media for message delivery

1.Mass media- Mass media advertisement like television and radio in order to generate
awareness about brand existence. This will include rational information and entertaining
advertisements with jingle.

2. Mobile Vans- These Vans will move from village to village showing movies, Infomercials
and playing interactive games to create engagement. These Vans will also play Jingle of the
brand.

3. Folk media- It would include magic shows, events like theatre and puppet shows with brand
as real hero. This will create large gathering where not only information about the brand will
be provided but trials will also be induced.

4. Demonstration in Haats and melas- At these places stall owners can induce the trial of
the brand and promote it to the customers. The soap can also be used in interactive games at
some stalls.

5. Banners, Hoarding and Stickers- These will be placed at different gathering and public
places creating visibility of the brand.

6. Wall paintings- Humorous wall paintings will help in getting brand visibility and
acceptance.

7. Point of purchase displays- Retailers will be asked to put banners of the product and
influence customers to buy the brand.

8. Meeting with key opinion Leaders- These opinion leaders could be given special attention
and inform how using the brand will be beneficial for the village because of the product
attributes and social work conducted by brand for the village.

Measurement of communication effectiveness

Number of primary trials and percentage of people getting converted into customers, share of
wallet of customers will be used as measurement criteria