Rural Promotion Strategies

of one major Media

Company
SUBMITTED BY,
MANISH KUMAR
DWIVEDI(23)
VIJAYAN P(32)
 Rural Marketing

• Rural marketing is promotion of a company's

products in the rural market by using strategies
which differs from that of urban market, the rural
market is more price sensitive
• The concept of Rural Marketing in Indian
Economy has always played an influential role in
the lives of people.
• In India, leaving out a few metropolitan cities, all
the districts and industrial townships are
connected with rural markets.
 EVOLUTION OF RURAL
MARKETING
• Period before 1960s - In this phase rural
marketing was referred to the marketing of rural
products like food grains, cotton, sugarcane, etc.
• Post 1960s - Green revolution in scientific
farming practices like irrigation facilities, use of
fertilizers, pesticides.This period also saw an
emergence of companies like, Escorts, Sriram
fertilizer and IFFCO (Indian Farmers Fertilizer
Cooperative Limited) and agencies like KVIC
(Khadi&Village Industries Commission)
 Cont…
• The period from 1980's to the 1990's- Was
characterized by a shift in focus to the consumer needs
which in turn led to an increase in the number of
consumer products. Another factor that led to a boom in
choice was the increased reach of the media and rising
household incomes bringing about a major change in
lifestyle.
• Period between 1990s to present- During this phase,
industrial sector gained significance and maturity there
by efforts were made by companies to market
FMCG and consumer durables to rural areas
Comparison between rural markets
and urban markets
• Level of Awareness: About products and
brands which are much lower in rural.
• Availability :Against 5000 odd town locations in
urban, there are 6 lac village locations in rural,
• Affordability :Is lower in rural as per capita
incomes in rural are less than half of what they
are in urban.
• Low penetration of electronic and print
media: In rural, awareness creation has to be
done using below the Line media such as haats,
mandis, melas etc
 ADVERTISING COMPANIES OF INDIA

• Rural Companies
• Ogilvy Activation
• Anugrah Madison
• MART
• Linterland
• Impact Communications
• Rural Relations
• Rural Eight
 Rural promotional strategies:

• Haats or weekly markets:- Where people from surrounding

villages conduct trade on fixed days. Covering the needs of
a minimum of 10 to a maximum of 50 villages, drawing as
many as 4000 villagers.

• Melas:- Gatherings of people for both entertainment as well

as the sale and purchase of goods and services. Over
25,000 melas are held in India annually that hold an average
of 7.6 lakh visitors.

• Wall Paintings:- One of the most widespread forms of

advertising and are quite the favorite amongst the Indian rur
 Cont…
• Customer contact touch points: Includes 'Home-to-Home‘
campaigns and other such customer contact programs that
help initiate a close interaction

• Van Campaigns:-One of the most popular modes of

communicating with rural consumers.
The main benefits of Van Campaigns are:
• Better brand building
• Creating awareness about the brand and the company's
products.
• Point of attraction around which people gather in large
numbers
• Product sampling
• Retail merchandising and door-to-door campaigns
 Cont…..
• Event Management :There are several folk forms of
events that are performed in different states all over
India.

• Folk media: It consists of folk songs, dances,street

theatre, magic shows etc.

• Interactive games: Many companies designs interactive

games that help draw large crowds where trials can be
induced, thus facilitating spot sales.

• Others :Other events like sports, drama and

infotainment programs etc
 LINTERLAND

• Since its birth in 1999, from the family of Lintas media

group, one of the leading media agencies in India,
Linterland Rural Initiatives.

• Linterland has offices across 14 cities including 4 metros,

20 operational offices in smaller towns

• These include Britannia, HUL, NABARD, Dabur, Godrej,

Philips, Kirloskar, ICICIBank, AT&T, Dalda (Bunge), Tata
Steel, Hero Honda
 Rural promotional strategies of
LINTERLAND

• In order to reach the target customer, it uses media that

are not only flexible and feasible, but also relevant and
appropriate for rural markets.

• It works towards planning and executing ground level

activities at various rural market places like Haats,
Mandis and Melas
 Cont…..

• Colgate -An effective way of displaying the product

package is demonstrated innovatively by Linterland
through Colgate

• Children smile at the camera during a successful Aim

toothpaste promotion