Rural marketing

Submitted to:T.Y.BMS Prof. jigna Sem-V

Nam e Saurabh

Group members
o3

Roll no.

Zulfikar

09

Harish

18

Rural marketing strategies with Reference to

Chang witnessed in rural India

PROBLEMS faced IN RURAL MARKETING Transportation.

Deprived people. Lack of communication facility. Many languages. Low level of literacy. Dispersed market.

Reliance communication

Dhirajlal Hirachand Ambani

Reliance Communications

Worlds largest network roll-out covering almost a billion people in India

Coverage increasing Covering almost 100% from of 40,000 to 60,000 rail & roadway routes Worlds largest IP enabled optic fiber cable network towns

- 230,000 Rkms

Submarine cable Terrestrial fiber assets cable Of 110,000 Rkms metro & intercity Pioneered wireless affordability in India Handset prices down from >$ 50 to <$ 20 Driven call rates down from >10 cents to <1 cent per minute

Launching nationwide GSM services

Coverage + Affordability = Profitable growth

Target market
Population Number of Villages 114267 155123 159400 125758 69135 11618 3064 638365 Percentage of total villages 17.9 24.3 25 19.7 10.8 1.8 0.5 100

Less than 200 200-499 500-999 1000-1999 2000-4999 5000-9999 10000 & above Total

Reliance Communications

Personal Business

Integrated play covering the entire telecom value chain

Global Business

Enterprise Business

Infrastructure Business

Kar lo duniya muthi mein

"Make a phone call cheaper than a postcard and you will usher in a revolutionary transformation in the lives of millions of Indians" - Dhirubhai Ambani

Promotion STRATeGIES
medi a

Formal media

Informal/Rural media

specific

Newspaper & magazines. Television. Radio etc

Farm-to-Farm/House-toHouse visit. Group meeting. Opinion leaders. Etc.

p Newspapers and magazines

(Print:18%, TV:27%, Cinema:30%, and Radio:37%)

Formal media

(Newspapers: Eenadu in A.P., Dina Thanthi in Tamil Nadu, Punjab Kesari in the North, Loksatta in Maharashtra and Tamil magazine Kumudam are very popular in rural areas)

q Television

(Examples: SUN TV is very popular even in rural areas in Tamil Nadu and Asianet is a preferred regional channel in Kerala.)

Cont
p Radio

(reliance at time of launch, extensively used radio in rural areas as tool for adverstising, exprasaar bhaarti) p Cinema (Film viewing habits is high in certain states like Tamil Nadu, Karnataka and Andhra Pradesh.) p Outdoor advertisements (signboards, wall painting, hoarding, tree boards, bus boards, dealer boards, product display boards)

p Wall paintings

In-Formal media

(Walls of farm houses, shops and schools are ideal places for painting and the company need not have to pay any rent for the same)
q Tree boards

(attract the attention of slow moving vehicles like cycles, bullock carts and tractors and people walking on the road)
q Information centers

(Providing information about latest arrivals)

q Folk dances

(folk dance in melas sponsored in district of gaya and surrounding village)

Cont

p Farm-to-Farm/House-to-House visit

(personal visits, carried out in villages of Bihar and in far east states)
q Opinion leaders

(Reliancepromoted its Utsav brand of paint by painting the village Sarpanchs house a few months prior to the launch of its serviceas in villages of rajasthan, example- around 17 villages in district of Churu)
q Melas/Hatts

(Used mahakumbh at Allahabad is the biggest, mela in India, put up least 15 stores in mela ground for promoting RELIANCE HELLO and other mobile handset)

brand ambassador

Distribution Channel Strategies

p Direct sales to rural consumers

p Manufacturer-wholesaler-retailer-

consumer

Manufactur e
p Manufacturer-retailer-ultimate

consumer

Wholesaler Retailer consumer

Pricing strategy
p Pricing strategy is

being aggressive to tap the rural market p It deals both in cheap and high end mobiles p It keep the price level to minium in backward areas p Reliance offer discounts to farmers and people living below poverty line

Affordable handset

High end handsets

Reliance GSM in rural india

p Launched across 11000 towns p Special services to rural consumer: Life Time GSM SIM for just Rs. 49/ 100% savings to GSM customers with Sub-Rs.150 ARPU Free Local Talk Time of Rs.450 on any network Unlimited calling on Reliance CDMA & GSM Network between 11 pm to 6am by taking a night calling pack of Rs.15. Triple Talk Time on 1st 5 Recharge p 9.18 GSM subcriber added in Feb 09 of which

Rural India will account for 40% of subcriber base

CUSTOMER SATISFACTION
Attribute importance ( - ) 1 1 11 .1 11 .1 11 .1 33 .3 11 .1 11 .1 33 .3 33 .3 33 .3 33 .3 11 .1 11 .1 Network Cov erage Easy av ailability v oice quality customer care Billing system

Source :TRAI

Market share in telecommunication

Oct,200 6.

Reliance big TV
p Reliance ADAG launched their DTH service on 19th August 2008 p BIG TV started operation from 19th August 2008 with a slogan "TV ho

Toh BIG Ho".

p Offers close to 200 channels and many interactive ones, 32 cinema

halls (i.e Pay Per View Cinema Channels) as well as many Radio channels.

p launch interactive services like icooking, icricket, igames, istock,

iastro, inews and many more...

Association s
p Reliance ADAG group's BIG TV is the

official DTH partner of the DLF Indian Premier League for 4 years.

p Reliance BIG TV in a strategic tie-up with

Oxigen [for recharge purpose]

p LG Electronics offering its DTH service to

LG TV buyers at Rs 700 for three months. Under the tie up all those who purchase LG 29 [urban] and LG14 [rural] inch TV buyers a three month DTH subscription for Rs 700 without paying any installation charges

Reliance broadband

Today's life without internet is very sad and not interesting. On the

internet we can search everything which we require. In early morning we check our mails, scrapbooks, fresh news an many more thing. These are not possible without internet, because without internet life is like we have mobile but not have sim card. Reliance Communication is produces the internet online chatting, Audio & Video conferencing. It is work all over india and available on all over India.

Market and services

Reliance Broadband service Uplink

speed is 3.1 Mbps and Downlink speed is up to 1.8 Mbps. Reliance Broadband service is cover the 35 cities and about 4.5 lakhs villages with speed of 1 x 20,000 towns.

Reliance Broadband Provide

Following services: 1. Virtual Audio Bridge 2. Reservations Based Conference Service 3. High Speed Internet 4. Global Calling