Rural Marketing Mix

Communication Strategies for
Rural Markets
Rural Marketing, 2e
Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.
Chapter 9
Understand the major challenges in rural communication
Outline the process of rural communication
Detail the process of developing effective rural communication
Highlight the need for distinct advertisements for rural audiences
Examine conventional and non-conventional media for reaching

rural audiences
Describe sales promotion, events and experiences for rural areas
Rural Marketing, 2e
Learning Objectives
Heterogeneity and spread
Low literacy and varying comprehension abilities
Different media reach and habits
Rural Marketing, 2e
Challenges in Rural
Communication
The Communication Process:

An Overview
Comprehension
of message a critical problem in

Indian rural markets
Rural Marketing, 2e
Developing Effective Rural

Communication
Rural Marketing, 2e
Developing Effective Rural

Communication
Rural Marketing, 2e
Developing Effective Rural Communication
Rural Marketing, 2e
Main objective for rural advertising is creating awareness
Factors to be kept in mind:

Understand mind set through research
Pick up gems in terms of idioms and expressions
Gimmicky ads do not work in rural
Edutainment is a good path
Short ads do not work in rural
Bring in aspirational element
Rural Marketing, 2e
Creating Advertisements for

Rural Audiences
Rural Media
Rural Marketing, 2e
Mass Media
Rural Marketing, 2e
Economical, easily customized, high audience-recall rate
Limitations
Lack of space
Quality of wall and painters
Problems of outsourcing
Rules for wall paintings:

Choose sites around haats, mandis and melas
Sites at eye level
Active monitoring
Rural Marketing, 2e
Outdoor Media: Wall Paintings
POP Displays and

Demonstrations
Rural Marketing, 2e
Generally fitted with an audiovisual equipment and a large

LCD display
Space for samples, products for sale, banners and posters
Typical van cycle 26 days a month
Major role customer education, sampling and

demonstrations
Can be used at weekly markets
Limitation:
Rural Marketing, 2e
Video Vans / Raths
Mobile super market of rural India
Large haat caters to 57 villages and attracts 12,000 visitors

on the haat day
Small haats cater to 21 villages and attract 5,000 visitors on

haat days
75% of rural folk visit haats regularly
Durables should concentrate on demonstrations and sales

promotion
FMCG products should have three tiered approach:
Rural Marketing, 2e
Haats
25,000 melas annually of which 90% are one day
Corporates should target Top 100 melas and then move to

micro melas
Melas cater to a much larger population than haats
Haats concentrate on sales while melas have a festive

atmosphere
Haats get largely male visitors while melas are for the
family
Rural Marketing, 2e
Melas
Great potential especially for large and medium farmers
Punjab has no haats
Suitable for marketers of tractors, fertilizers and durable

goods.
7,600 mandis suitable platform for rich farmers who are in a

mood to spend.
Rural Marketing, 2e
Mandis
Folk Media
Rural Marketing, 2e
Limitations
High costs due to variety of folk and training costs
Contingencies like weather, unruly crowds
Availability of right kind of troupe
Rural marketer rules:
Do not preach
Useful for new products
Free and relaxed atmosphere
Choice of venue, script and cast so as not to hurt the
sentiments
Tailor to local conditions
Rural Marketing, 2e
Folk Media
Sales Promotion
Rural Marketing, 2e
Events and Experiences
Rural Marketing, 2e
1.
What is your assessment as a marketer of the

opportunities shared by Tata Steel especially when
looking at rural markets?
2.
What do you feel about the brand features? Is this

relevant to the context we are talking about?
3.
What do you propose as a strategy for Tata Steel?

Describe each step that you wish to take in detail?
Rural Marketing, 2e
Rural Marketing Case:

Tata Shaktee GC Sheets
Experiential more than mood

building
Rural Marketing, 2e
Successful Mantra in Rural

Communication

Rural Marketing Mix

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Communication Strategies for

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

Understand the major challenges in rural communication

Outline the process of rural communication

Detail the process of developing effective rural communication

Highlight the need for distinct advertisements for rural audiences

Examine conventional and non-conventional media for reaching

Describe sales promotion, events and experiences for rural areas

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

Heterogeneity and spread

Low literacy and varying comprehension abilities

Different media reach and habits

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

The Communication Process:

of message a critical problem in

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

Developing Effective Rural

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

Developing Effective Rural

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

Developing Effective Rural Communication

Main objective for rural advertising is creating awareness

Factors to be kept in mind:

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

Creating Advertisements for

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

Economical, easily customized, high audience-recall rate

Rules for wall paintings:

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

Outdoor Media: Wall Paintings

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

POP Displays and

Generally fitted with an audiovisual equipment and a large

Space for samples, products for sale, banners and posters

Typical van cycle 26 days a month

Major role customer education, sampling and

Can be used at weekly markets

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

Video Vans / Raths

Mobile super market of rural India

Large haat caters to 57 villages and attracts 12,000 visitors

Small haats cater to 21 villages and attract 5,000 visitors on

75% of rural folk visit haats regularly

Durables should concentrate on demonstrations and sales

FMCG products should have three tiered approach:

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

25,000 melas annually of which 90% are one day

Corporates should target Top 100 melas and then move to

Melas cater to a much larger population than haats

Haats concentrate on sales while melas have a festive

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

Great potential especially for large and medium farmers

Punjab has no haats

Suitable for marketers of tractors, fertilizers and durable

7,600 mandis suitable platform for rich farmers who are in a

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.