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this case study was used by icicic bank in india while launching it self in rural market
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ICICI Prudential Life Insurance
Let’s go rural… An Ogilvy Action presentation
Recap
Brilliant!!
Marketing
• Objective• Product
Product features/specifications/lines, research, R & D Packaging Warranty/Guarantee
• Pricing Competition Revenue model Discounts
• Place Market Distribution model Sales Structure/training/motivation Supply chain management
Marketing
• Research• Communication• B2B marketing• Finance/Legal/IT/support staff (eg in Hutch the
network team or s/w professionals)
The brief
• Objective
ICICI Prudential as a trusted & credible life insurance company in rural markets
• TG Rural affluent SEC R1 & R2 Andhra Pradesh, Kerala, Punjab, Gujarat &
Rajasthan
Launch
Market selection
Environment scan
• Penetration 18% Life insurance 1% Health Insurance
• Entry and growth of private players Govt made compulsory for all private players to get 18% of
their sales from rural There are currently fourteen life and fourteen non-life
insurance companies Of the non-life insurance companies, two are specialized
Insurance companies• Agricultural Insurance Company, which handles Crop Insurance
business and • Export Credit Guarantee Corporation which only transacts Export
Credit Insurance
Contd…
Environment scan
• A recent ORG-MARG study indicates that ICICI Prudential, HDFC Standard Life and Tata AIG have experienced an increase in their market shares by 8, 3 and 2 per cent respectively
• The life insurance industry is growing at 15 to 20 per cent, and that there is enough space for all players to thrive — because there is no such thing as too much insurance
Contd…
Product portfolio
• Concentration on Pension Child Health creation Wealth creation
• Premium amount to come down making wither the insured amount lower or term higher
• Exclusivity/inclusively conditions will change
Contd…
Current channel
• Traditional distribution channel Agent Bancassurance
• Alternate channel Regional Rural Bank ICICI Bank Rural Division Corporate agents
• Godrej Aaadar• ITC echoupal
NGOs
Go back
Ticket size 12,000 Ticket size 40,000
Market selection
Ogilvy Radar
Mining Tool
Mining Market Map
• The only software in the country that offers: Visual depiction of all 5,79,361 villages and 3696 feeder
towns represented as a point on map
Bihar State
The white line is the national
boundary & the blue line is the state boundary
Adding the district
boundaries
The yellow lines are the district
boundaries
Adding the tehsil boundaries
The green lines are the tehsil boundaries & the white points are
the tehsil towns
Adding highways
The pink lines are the highways in
Bihar. (The thicker lines are National highways & the
thin lines are the state highways)
Adding the 1 lakh+ towns
The red points are all the 1 lakh+ towns in Bihar
Adding villages & all towns
The white points are all the villages & the red points are the
feeder towns
Adding coverage information
The white points are the villages we have
not covered, the yellow points are villages that we have covered in
the state & the red points are the feeder towns
Brand/Activity Information
Mining Market Map
• The only software in the country that offers on the click of a button: A. Primary Census Abstract
• Population• Literacy• Occupation and,• 40 other parameters
Primary Census Abstract
Mining Market Map
• B. Census Village Directory Water resources Education facilities Medical facilities Communication facilities Nearest feeder town & distance and14 other parameters
Census Village Directory
Parameters
Mining Market Map
• C. Village Retail Outlets Total number of outlets Names and addresses of retailers
Village Retailer Names
Strategic Application
• We use it as a strategic planning tool for Market prioritization Identification of villages by location - Highway, Railway
station, proximity to feeder town Spread & density of villages, towns & haats at state and
district level Identification of villages on the basis of infrastructure
(school, primary health centers etc.)
Village selection
• Make a corridor of radius 2 Km on all the Metal roads (NH, SH & DH) in a district
• Select the 2K+ populated villages among them It is assumed that these villages because of the
proximity to highway would be media live
Total Villages: 1451
Corridor Villages
Remote Villages
• All the villages which are beyond 2 Km from the highway (can be termed as remote villages) would not be under direct coverage of distribution
Remote Villages
All 2K+ villages (not highway & >3Km from FT): 132
Media Channel Prioritisation
What to do where
Final Selection
White Points: Media Live
Green Points: Remote Villages
Red Points: Feeder Towns
Strategic Application
• Route planning Providing the shortest route between given locations Provides a haat route plan by considering the day of the
haat & distance Implementation & Monitoring plans
Only the selected haat villages in the order of coverage. Villages falling off the route can be identified
and removed from the route plan
Strategic Application
• Classification of districts in:1. Relative Development Index (RDI)
1. Center for Monitoring Indian Economy (CMIE)
2. Socio-cultural Region (SCR)3. MRMR (Mica Rural Market Ratings)
1. Mudra Institute of Communication and Advertising
4. RPP (Relative Purchasing Power)1. Business Intelligence Unit Chennai 99 and Outreach
5. Market Planning Guide - MPV (Market Potential Value)1. RK Swamy and BBDO
6. Low Development Index
Low Development Index
• Classification of districts in:1. Relative Development Index (RDI)
1. Center for Monitoring Indian Economy (CMIE)
2. Socio-cultural Region (SCR)3. MRMR (Mica Rural Market Ratings)
1. Mudra Institute of Communication and Advertising
4. RPP (Relative Purchasing Power)1. Business Intelligence Unit Chennai 99 and Outreach
5. Market Planning Guide - MPV (Market Potential Value)1. RK Swamy and BBDO
6. Low Development Index
Relative Development Index
• Center for Monitoring Indian Economy (CMIE)• Developed in 1993• Was the unquestioned source for 5 years • Agriculture sector (35%)
Value of crop output (25%) Bank credit to agriculture (10%)
• Mining & manufacturing sector (25%) Workers per lakh of population (15%) Bank credit to industry (10%)
• Service sector (40%) Per capita bank deposit (15%) Per capita bank credit (15%) Literacy (4%) Urbanisation
Strategic Application
• Classification of districts in:1. Relative Development Index (RDI)
1. Center for Monitoring Indian Economy (CMIE)2. Socio-cultural Region (SCR)3. MRMR (Mica Rural Market Ratings)
1. Mudra Institute of Communication and Advertising4. RPP (Relative Purchasing Power)
1. Business Intelligence Unit Chennai 99 and Outreach5. Market Planning Guide - MPV (Market Potential Value)
1. RK Swamy and BBDO6. Low Development Index
SCR
• Culture Understand diversity : by region, gender, age,
occupation, remoteness, family structure Understand daily life Understand values & norms Identify social and cultural influences Hierarchy of needs General propensity to change
Strategic Application
• Classification of districts in:1. Relative Development Index (RDI)
1. Center for Monitoring Indian Economy (CMIE)2. Socio-cultural Region (SCR)3. MRMR (Mica Rural Market Ratings)
1. Mudra Institute of Communication and Advertising4. RPP (Relative Purchasing Power)
1. Business Intelligence Unit Chennai 99 and Outreach5. Market Planning Guide - MPV (Market Potential Value)
1. RK Swamy and BBDO6. Low Development Index
Methodology
• Based on variables that are completely RURAL• Primary objective
Derive a single value for the district which reflects the market potential of the rural sector of that district (as close to reality)
• Considered 19 variables• Only 6 purely agricultural variables considered to
arrive at the rating
The Variables
1. Number of cultivators2. Total cropped area3. Total irrigated area4. Fertilizer consumption5. Bank credit6. Value of agricultural output
Additional Features
• Digital Maps For all the districts in the country are included in the
maps covering• Location of tehsil headquarters• Highways & Other Roads• Railway lines along with railway stations• All urban centers• Names of all villages & haats (weekly bazaars) • Days of the week when haats are held• Distance from the nearest town
• Information on 42 Socio Economic Indicators
Strategic Application
• Classification of districts in:1. Relative Development Index (RDI)
1. Center for Monitoring Indian Economy (CMIE)2. Socio-cultural Region (SCR)3. MRMR (Mica Rural Market Ratings)
1. Mudra Institute of Communication and Advertising4. RPP (Relative Purchasing Power)
1. Business Intelligence Unit Chennai 99 and Outreach5. Market Planning Guide - MPV (Market Potential Value)
1. RK Swamy and BBDO6. Low Development Index
Methodology
• Basic Reasoning Incomes, Savings & Consumption are tightly
linked
• Income Classes derived from NCAER study on Indian Demographics.
• Used Bank Deposits at district level as an economic variable under consideration
• The values of the economic variable applied as pivot values to estimate the number & dispersion of households in the income classes for each of the 500 districts & 95 urban centers
Methodology
• Purchasing Power is a direct function of both household incomes & number of households in each of the income classes A prosperous district may be so on account of its
population or on account of its HH incomes or both.
• RPP per million Households To facilitate unambiguous interpretation. Now, a district having high RPP per million HHs
necessarily has higher household incomes.
Strategic Application
• Classification of districts in:1. Relative Development Index (RDI)
1. Center for Monitoring Indian Economy (CMIE)2. Socio-cultural Region (SCR)3. MRMR (Mica Rural Market Ratings)
1. Mudra Institute of Communication and Advertising4. RPP (Relative Purchasing Power)
1. Business Intelligence Unit Chennai 99 and Outreach5. Market Planning Guide - MPV (Market Potential Value)
1. RK Swamy and BBDO6. Low Development Index
Methodology
• District as a unit - Gives a value in terms of the potential of a district (Urban & Rural combined) Market Potential Value (MPV)
• Measure of the aggregate Purchasing Power of a district Market Potential Index (MPI)
• Measure of the per capita Purchasing Power of a district Media Exposure Index
• Measure of the Media Reach of the district in terms of Urban + Rural, Urban & Rural. (The only source of such info in India)
Methodology
• Used various indicators which can be broadly be classified under three heads Agriculture 29.5% Industry 29.0% Infrastructure 41.5%
The Variables
• Agriculture Per Capita Value output of major crop Average size of Operational Land holding Cultivators & Agricultural Labourers
• Industry Bank credit to Industry Employment in Mining/Quarrying
• Infrastructure Bank Deposits Petrol & Diesel Consumption Bank credit to Trade Literate population Urban Population
Additional Features
• Contribution of the district to the prosperity of the state in terms of the 3 factors
• Contribution of the three factors to the district prosperity
• Gives 49 Economic Indicators for each district & 122 indicators for each state.
• Lists 3544 of the 3697 census towns of India.• Gives information on bank offices, deposits,
credit, fuel consumption & number of hospital beds at district level (Infrastructure indicators)
Additional Features
• Contribution of the district to the prosperity of the state in terms of the 3 factors
• Contribution of the three factors to the district prosperity
• Media Exposure Index Urban & Rural Urban Rural
as indexed to the media penetration figures in Indian Readership Survey.
Media Exposure Index
• IRS Data reported at State, Town class & Village class levels.
• This data along with census data per district used to extrapolate Media Reach by district.
• This Media Reach indexed against All India Media Reach for Urban & Rural as given by IRS.
Strategic Application
• Classification of districts in:1. Relative Development Index (RDI)
1. Center for Monitoring Indian Economy (CMIE)2. Socio-cultural Region (SCR)3. MRMR (Mica Rural Market Ratings)
1. Mudra Institute of Communication and Advertising4. RPP (Relative Purchasing Power)
1. Business Intelligence Unit Chennai 99 and Outreach5. Market Planning Guide - MPV (Market Potential Value)
1. RK Swamy and BBDO6. Low Development Index
LIDI - Low Income Development Index
• An index can be based on the following parameters Income Type of house - Kuchha vs Pucca Ownership of durables Type of land holding
• Owned vs leased• Irrigated vs unirrigated
Prioritisation Example - MP
Bilaspur W. Nimar RaigarhSurgujaBastar
Durg Raipur
Jabalpur Hoshangabad
Betul, Shahdol, RewaSidhi, Rajnandgaon,Mandla, Bhind, Shivpuri,Chhatrapur, Seoni, Jhabua, Balaghat
Sagar DharChhindwara GunaMandsuar MorenaSatna E. Nimar
Indore Dewas
GwaliorBhopalUjjainNarasimhapur
TikamgarhPanna
Sehore Shajapur
Ratlam DamohDatia RajgarhRaisenVidisha
POP
L
M
H
LMH RDI
Possible ways of Identifying a district
Especially in the banking sector
Bankability Exposure Index
• It is a composite of following parameters at district level– Bank branches per 1 Lac population– Per capita Bank credits to agriculture– Per capita Bank credits to Industry– Per capita bank credits– Per capita Bank deposits
• This shows how districts have been exploited by the current banking infrastructure
Banking Exposure Index
• Data sources used are– CMIE 2001
• Methodology used is– Factor analysis to arrive at the weights of each
of the parameter • Contribution of each parameter to BEI
Bankability Index
• It is a composite of the following parameters– Relative purchasing power ( RPP- 2001)– Average size of operational land holding– Value of Production– Value of Agriculture Production
• Apart from the bank deposits, this composite index takes contribution of each sector to prosperity of district
Bankability Index
• Data sources– CMIE– RK Swamy market guide– Census
Lets go back to the brief…
However one more parameter can be considered here and that is the bankability index
…Coming back to the brief
• Strategic intent Communication strategy
• In sync with corporate positioning
– ‘Jeetay raho’ (With you at every step in life)
• Right brand imagery for rural audience
Low cost visibility strategy
Advisor recruitment strategy
• Objective Launch ICICI Prudential
as a trusted & credible life insurance company in rural markets
• TG Rural affluent SEC R1 & R2 Andhra Pradesh, Kerala,
Punjab, Gujarat & Rajasthan
…Coming back to the brief
• Strategic intent Communication strategy
• In sync with corporate positioning
– ‘Jeetay raho’ (With you at every step in life)
– Right brand imagery for rural audience
Low cost visibility strategy
Advisor recruitment strategy
• Objective Launch ICICI Prudential
as a trusted & credible life insurance company in rural markets
• TG Rural affluent SEC R1 & R2 Andhra Pradesh, Kerala,
Punjab, Gujarat & Rajasthan
How we approached?
• Dipstick in outskirts of Vapi (Gujarat) & Jalandhar (Punjab) 4 Villages in total: 10-20k
population
• Secondary research LIC project Mart Research
• Understanding from past experience
Brand Scan
• How well defined are the equities of the brand ? the way its performance supports the claim the way it is relevant to the consumer’s needs the degree to which its image is engaging the extent to which it is endorsed by influencers the beliefs that consumers have in it whether the brand is clearly differentiated
What makes you use your favorite brand?
The Idea
The Frame work
Savings v/s Investments
Investment
Savings
Stable futureIncrease value or decrease
expensesStatus symbol
ComfortsSource of income
Provision for contingenciesFemale child
Land / homeConsumer durable ownership
Vehicles ownershipHouse renovationShop / equipment
Daily collectionPost office schemes
NSCLIC
Investment /
Saving
Intent / Trigger
Avenues
Your take on savings vs investment?
Insurance and them
• Awareness for Insurance is Universal
• Saving Instrument
Most popular formal saving Instrument
• Insurance = Life Insurance
Awareness for other forms of Insurance is generally
low
• Cover against accidents and accidental deaths
• Higher Returns Your take on insurance?
Perceived Benefits of Insurance
• Security
Life, Assets & Income
• Bank Loan
• Bulk Return in the Future
• Daughters Marriage
Big Agenda / Dowry packages
LIC and Them
• Life insurance policy = Cover against accidental deaths Man’s need for LI is greater
since his life is perceived at higher risk
• LIC ensures fixed savings and promises inflated returns in future Aur agar kuch anhoni ho gayi, to
ghar walon ko to madad milegi hi
• Being managed by Government means returns / benefits are Secured Safe Guaranteed
Jawalanth Shah – Electrician
LIC and Them
• High levels of trust in agent as well as LIC
• Renewal of policy is highly subject to agent’s persuasion
• Very comfortable / convenient documentation
• The numerous cases where people got benefited by LIC is key to consumer’s trust Comfort in the crowd
• Very high recall for logo• The insured amount by no
means is equivalent to the monetary value of man’s life The agent suggests
(“decides”) the cover amount
Desai – Shop Owner in Pulsana
Audience Prioritization
• Who is the most important person: the buyer or the user ?
• Where do they buy ?• What role can influencers play ?• What kind of responses are desired from each of
these groups?• What is the role of the retailer ?
Lets answer these in the context of Insurance
The Consumer
• Demographics Male Pucca / semi-pucca houses Vehicle & consumer durables ownership Educated (minimum standard X)
The Consumer
• SEC Mass affluent
• 2 lacs per annum income
• 10 acres land• Single source of
income
• SEC HNI
• Very well to do• Lots of land• Double source of
income• Politically inclined
Opinion leader• Respected because of
being in a respectable profession (teacher, pradhan etc)
The Consumer
• Psychographics Risk averse High aspirations for their children Kids of all tractor owners study in near by city Always on the look out for better yield and purchase of
more land Child esp girl child’s marriage of utmost concern Aspires for better standard of living Dreams to go abroad Surplus Income if any is invested in
• Farm equipment• Repayment of loan• Lending loan to earn interest
Has the Rural Consumer Changed?
Lets look at some indicators
Changing trends in rural
Some indicators Perceive changing attitudes
VCD/DVD players
• Easy availability of VCD/DVD players in rural areas
• VCD’s/DVD’s and MP3 CD’s being sold in open haats along with second hand VCD/DVD players
• A common sight across larger haats which are closer to the highway/town
• Pirated version of films/music etc easily available
• The same is available at the village level
People hire out VCD/DVD players + CD’s to watch latest films
Opportunity for brands to ride on this ??
Mobile repair shops
Mobile repair shops
• Mobile penetration has increased in rural areas in the last few years
• A lot of mobile repair shops have opened up in small towns (across UP, Rajashtan and Maharashtra)
• The biggest reason for these shops to exist and survive is the availability of second hand mobile phones in these towns These second hand phones reach these small
towns through the large cities Second hand phones by default need repairs
and hence provide business opportunity for these shops
• These shops also sell second hand/third hand mobile phones at as low as Rs 300-350 (with no guarantee)
English Coaching Classes
• English coaching classes existed in states like UP and MP in the past also
• Now the numbers seem to have gone up considerably
Or may be they have started advertising
• These classes “do not aim at making professors out of their students” (verbatim)
• They are however encashing on the opportunity that has been created through BPO’s and Retail
• Students need to understand the basics of English and need to be fluent in basic questions (Sir, our bank is offering you a free card or Are you paying by cash or card)
Opportunity for brands like Axe, Clinic All Clear, FAL etc to talk to this audience who is getting out of their shell to learn the ways of a
city life ???
Vinyl/Flex Printing Shops
• With the advent of cheaper printing machines and competition, vinyl/flex printing has become cheap
• This technology /machines have found their way into the small towns as well
• Few years back, Political parties, Shop fronts used to depend on cloth or painted boards/banner
• Things have changed now Apart from Shop fronts, political rallies,
hoardings etc even marriage parties now have messages (Ashish weds Seema) printed on a flex banner along with the faces
• The cost is low and there seems to be enough business for many small shops
Mid day meal scheme
• Few state governments had started a mid may meal scheme in schools to encourage parents to send their children to school
• These meals used to be prepared in and around the school where few teachers, helpers and students used top prepare these meals
• In Rajashtan, through a “Public- Private” partnership there is a body that prepares the meals and delvers it everyday to these schools
This is the governments initiative to standardize or raise the quality of the meals
Opportunity for Annapurna salt/Atta, other Foods and beverages brands to tap into this
Changing tastes in food?
• MURI or puffed rice used to be the best form of snacks in rural West Bengal
• Muri stalls were a common sights in haats and markets
• Now in every feeder town/haat one finds a lot of THELAS (carts) serving Fast Food items like Chowmein, Chinese, Rolls etc.
• While these are frequented mostly by youngsters, even the older generation doesn’t miss a chance to try this
• Haats and feeder towns are source of information as well as a place for rural audience to try out new things
The presence of these new food items in haats is a sign of that
Will it be too early for Knorr to tap this potential ?
Private schools in rural
• Till few years back, a village was considered unlucky if did not have a single proper school
• Now days it is considered unlucky if doesn’t have a private (may be an English medium school)
• A lot of villagers now have the facility of sending their children to a private school
• Private schools are more common in areas with poor public school presence or performance
• Hence backward states like MP, UP etc seem to have more private schools as compared to progressive states like Maharashtra
Signs of Awakening??
• Health and Hygiene consciousness seems to be increasing in rural areas
• A lot of villages in MP have witnessed social/health and hygiene messages messaging
• These messages have been put up either by local bodies or NGO’s
• Most of the message are very basic and the format allows high frequency and coverage across the village
How about some messages from from Lifebuoy, Annapurna salt, Clinic Plus, Shakti etc??
Private PCO’s
• Mobile phones have penetrated deep down in smaller villages
• While people who travel out of their village carry mobile phones, people back in the village need some means of contacting them
• This need is fulfilled by a lot of Private PCO’s
• According to the PCO owner, most of the calls from these PCO’s are made to Mobile phones
• Apart from the above the PCO’s have also managed to connect the villages to cities other villages
• This has improved the overall communication level and connectivity of those villages
Emphasis on English in rural schools ??
Emphasis on English??
• Basic English was taught to children in slightly higher classes in some schools in rural India
• While English has found many more takers in rural schools, it is the right pronunciation that has gained importance in few schools
• Class 2 children are now taught words with the help of “Phonetic techniques” (as they are called in these schools in Maharashtra)
• Each English word is written in Hindi to help children get the right pronunciation
Words in Hindi written below the English words
DTH – Tata Sky, IGO, LG
DTH ..Is this the answer to media darkness???
• In rural areas due to the spread of the village, cabling becomes a huge issue
• This impacted people who wanted to go beyond Doordarshan and could afford Satellite channels
• DTH offerings from Zee and Doordarshan seem to be solution to this
• While the numbers are yet small but they seem to be the answer for a lot of R1 households in the villages
• In most of the cases, the seller provides the vouchers for the entire year at the time of the purchase and hence makes life simpler for both the parties
Rural India on internet?
Connecting with rural consumers
• Rural India till now has been left behind in the internet race as they do not have access to computers or connectivity
• With the launch of the e-post by INDIA POST, rural population can now be contacted via email
• E-post is a service under which printed or even handwritten messages of customers are scanned and transmitted as email through internet
• At the destination offices, these messages are printed, enveloped and delivered through postmen like other letters at the postal addresses
• These e-post centres are equipped with internet connection, computers, printers and other necessary equipment
• e-post service is not limited to the e-post centres. It can be availed of from any Post Office
e-post can enable us to advertise to select customers in villages
Real time trading for Indian farmers
• Multi Commodities Exchange has tied up with India Post for in states of Maharashtra, Gujurat and MP to reach out to farmers
• MCX representative is stationed at selected Post offices, where he receives agri related queries from farmers
• Queries are sent on-line to the nearest agriculture research center and responses delivered via the post man
• The exchange charges Rs. 10 per query on crop advisory services
• Ticker and even black boards to be used to share the latest prevailing prices
• 1,55,000 post offices to be tied up under this program
• Exchange has also tied up with ware houses for giving the best rates
• Crop insurance is also being bundled for the farmers availing the MCX exchange facility
Creative Strategy
Concept
An Unwise Saying:
the traditional village..
where life stands still
waiting……..
but…..
the winds of change approach..
sounding the drums of tomorrow, today!
wake up to new world…
start a new revolution….
In your lives
change today…
for a better tomorrow
A Wise Saying:
Badli Zarooratein, Badle Khwaab Badli Duniya, Badle Aap,
What have we done?
• What does the route stand for? Progressive Change (LIC is fuddy-duddy)
• Representative of change and not revolution Positive (we are talking about death?) Tickles their dreams
• Dreams are not larger than life
• Is it in line with the corporate strategy? Jeetay raho (We cover you at every step in life)
• Does it go with the rural consumer? Changing trends
But how can we bring about trust and credibility
Campaign Design
While LIC gives you security only (Savings), I give you more (Investment)
Ideas depend on the mediums chosen to communicate
Where
• Before deciding on the right media vehicle to reach our target consumer, it is necessary to track the movement of the target audience.
Highway/ Road
Haat (Weekly Market)
Feeder Town
Dhaba
Large VillageSmall Village
Tracking the Movement of the TG
Where
• Home-live : Where they reside (Village)
• Buy-sell : Transactions, sales (Haat & Feeder Town)
• Source to reach destination : (Local transport)
Float
Wall painting
Mela
Haat
Railway crossing
film
we have thought of 3 story for the film which will be played simultaneously and each story depicts two endings.
{Story -1}
Film opens inside a house we see a family of four a man, his wife, 8 year old girl and a newborn baby. They all are watching television, in which a news correspondent comes to read news. The girl gets up holds a comb and starts reading the news as the correspondent reads. Cut to family smiling and appreciating her act. Cut to we see man’s picture on a wall with a ‘mala’ on it. Cut to we see people standing on the door asking for the money that is due on this family. Now we see wife crying and girl looking at her. Shot of both wife and daughter doing household work in a house Slow dissolveNow the film starts again and we see the same family of four a man, his wife, 8-year-old girl and a newborn baby. They all are watching television, in which a news correspondent comes to read news. The girl gets up holds a comb and starts reading the news as the correspondent reads. Cut to family smiling and appreciating her act. Cut to we see man’s picture on a wall with a ‘mala’ on it. Cut to we see people standing on the door asking for the money that is due on this family. Now we see wife about to break down just then a guy enters wearing a ICICI Prudential Life Insurance shirt, he comes and hands over a check of 5,00,000 Rs. Now we see people going out happily counting money. Now we see that same girl reading news on television. Cut to wife and daughter looking at the news with a smile on there face.
Cut to on a split screen on one side is wife and daughter working in a house while on the other side is girl reading news on television.
VO:Badli Zarooratein, Badle Khwaab, Badli Duniya, Badle Aap.
Super appears: ICICI Prudential LifeInsurance ‘Badlte saamay me aapka saathi’
{Story -2}
Film opens on a middle aged man, it’s early in the morning he walks into a cattle farm fills water in the tank, feeds cattle’s, sells milk, works in the farm, works in a kirana shop. He does lots of work with transition of time. One day he walks to his house holding tickets. He shows it to his family and tells them “Hum sab ghumne jaa rahe hain… shehar” everybody is excited and happy.
Slow dissolveCut to same story a middle aged man, it’s early in the morning he walks into a cattle farm fills water in the tank, feeds cattle’s, sales milk, works in the farm, works in a kirana shop. He does lots of work with transition of time. One day he walks to his house holding tickets. He shows it to his family and tells them “Hum sab ghumne jaa rahe hain… Videsh” everybody is excited and happy.
Cut to on a split screen on one side we see him getting into a train with his family. While in the other one, we see him outside an airport with his family.
VO:Badli Zarooratein, Badle Khwaab, Badli Duniya, Badle Aap.
Cut to the family standing outside airport that reads ‘Antar rashtriye hawai adda’.
Super appears: ICICI Prudential LifeInsurance ‘Badlte saamay me aapka saathi’
{Story -3}
Film opens on an 18-year-old girl doing household work like cutting vegetables, cooking, cleaning house and studying. One-day one boy from a below middle class family comes to her house with his family and then she gets married to him. Then she leaves her parents house with her husband ‘Vidai’. She leaves home with her husband in a bullock cart.
Slow dissolveCut to same film an 18-year-old girl doing household work like cutting vegetables, cooking, cleaning house and studying. One-day one boy from above middle class family comes to her house with his family and then she gets married to him. Then she leaves her parents house with her husband ‘Vidai’. She leaves home with her husband in a car.
Cut to on a split screen on one side we see her on a bullock cart. While in the other one, we see her in a car..
VO:Badli Zarooratein, Badle Khwaab, Badli Duniya, Badle Aap.
Cut to her mom and dad smiling and with satisfying looks on their face.
Super appears: ICICI Prudential LifeInsurance ‘Badlte saamay me aapka saathi’
…Coming back to the brief
• Strategic intent Communication strategy
• In sync with corporate positioning
– ‘Jeetay raho’ (Har zaroorat mein aapke saath)
• Right brand imagery for rural audience
Low cost visibility strategy
Advisor recruitment strategy
• Objective Launch ICICI Prudential
as a trusted & credible life insurance company in rural markets
• TG Rural affluent SEC R1 & R2 Andhra Pradesh, Kerala,
Punjab, Gujarat & Rajasthan
Recruiting the Agents
Building the Agent Network
• Who? Educated Understand Business Wants to Make Money Entry into R1 / R2 Houses
Cable Operator
The Cable Operator
• Educated – Businessmen Government Supports in some cases
• Money Minded Youth • Current set requires investment • Access to all homes with Cable Connections
200-400 homes on an average
• Under threat from DTH Tata Sky, IGO Needs second income avenue
How do you Reach him?
• Cable association at State / District Levels Nashik Cable Operator Association / Vapi Cable Operator
Association
• Mostly headed small time businessmen / politicians who leverage positive work done during their term for future endeavors During my term I did “xyz” for the organization
Highlights from Anil Parab
“I united the highly fragmented cable operators under Coda and took up cudgels against the unscrupulous multi-system operators who were dictating terms to the last mile operators”
– Shiv Sena Vibhag Pramukh and Coda (Cable Operators and Distributors Association) president Anil Parab
http://us.indiantelevision.com/interviews/y2k3/executive/anilparab.htm
Target Audience
Existing Cable Operators
New Cable Operators
Existing Cable Operators
• Invite the LMO’s to a banquet hall
• Representative from ICICI Prudential to pitch business opportunity
• Honor Head of Association • Registrations • Call to Action Number • Screening of AV –
Testimonial
New Cable Operators
• Need between 20,000 to 40,000 Rs; to set-up business
• ICICI Bank to provide loan – incentive to become Insurance agent for ICICI Prudential
• Screening of Testimonial AV
Training
• Once the probable agent has been identified • He is taken through ICICI Pru “Advisor Training
Program” Certification Should include Business and IPC skills training workshop
Building Credentials
The Demo-Kit
Activation - Launch Strategy
Awareness TOMStatic
Localized
Agent Credentials
Building Trust
InteractiveEvents
Frequency builders
SustenanceHaats, Mandis
& Feeder towns
Religious Festivals
Mela’s Mass
Influence Programs
But how can we bring about trust and credibility
Awareness TOMStatic
Localized
But how can we bring about trust and credibility
Village Level Visibility
Agent Credentials
Building Trust
InteractiveEvents
But how can we bring about trust and credibility
Launching the Agent
• Agents sphere of Operation Agent Home Village Satellite Villages Satellite
Villages
SatelliteVillages
SatelliteVillages
SatelliteVillages
Advisors Village Collection of Subscription
Establishing Agent Credibility
• Introducing his new business initiative to his own village
• Inspiring Trust by showcasing backing of establish co-operate
• Team of uniformed communicators go door – to – door inviting the TG for an evening event outside the Agent’s House Only R1 and R2 homes Announcing that the Cable Operator is now also an ICICI
Prudential Agent Explain how his association with ICICI Prudential is
beneficial for them
• The agent to accompany team and personally invite Key Opinion Leaders from the Village
Establishing Agent Credibility
The Evening Event
• Shamiana Set-up • ICICI Prudential Representative to introduce
company History
• IRDA and RBI norms – safety of money • Communicating Advantages
Insurance, Private Player and ICICI Prudential
• Highlight Agent Credentials (Training + Certification
• Small AV – Slice of Life
Establishing Agent Credentials in Satellite Villages
• The agent along with a fabricated mobile unit will move to all Satellite Villages
• The agent will personally visit all R1, R2 homes and tell them about his new venture Existing Relationship Hands over the AV cd
• The fabricated van to make announcements and give out leaflets
• Visibility at Retail level through Posters, Banners and Flanges
Agent’s house
Frequency builders
SustenanceHaats, Mandis
& Feeder towns
But how can we bring about trust and credibility
Feeder Towns
• It has three to four main market and five to six smaller markets
• It has around fifteen to twenty colonies• The number of PSU banks are high and are
generally located at Mandi area or the main road
• Self employment is the primary mode of occupation Trading
• Buses, trekkers and matadors are the primary mode of local transport
• It is spread in a radius of seven to ten KM
Employment for People from nearby villages
Float activity
• Branded float Will Cover towns & Mandi’s Manned by Uniformed Communicators Street Play Artistes to perform on a brand led
script Cover 4 locations a day
Would spend 3 days in towns, 5 days in Mandi’s and Mills
…Coming back to the brief
• Strategic intent Communication strategy
• In sync with corporate positioning
– ‘Jeetay raho’ (Har zaroorat mein aapke saath)
• Right brand imagery for rural audience
Low cost visibility strategy
Advisor recruitment strategy
• Objective Launch ICICI Prudential
as a trusted & credible life insurance company in rural markets
• TG Rural affluent SEC R1 & R2 Andhra Pradesh, Kerala,
Punjab, Gujarat & Rajasthan
Commercial Points
• Haat Shop signage, Canopies, Dispensers, Demonstrations, Banners -
Horizontal/Vertical, Folk performances• Mandi Gates, Cycle stands• Pashu Mela Shop covers, Canopies, Umbrellas, • Cooperative Wall Paintings,Tin Plates, Cart, Cycle -
Shops • Banks Shop Paintings, Branded bags, • Milk Coll’n Points Demonstrations, Hand Bills, Posters• Agro Equip. Announcement Drums, Free Health Check
Ups, • Shops News Bulletin Boards• STD booths Signage, Drinking Water facility ,Toilets
Commercial Points
• Haat Shop signage, Canopies, Dispensers, Demonstrations, Banners -
Horizontal/Vertical, Folk performances• Mandi Gates, Cycle stands• Pashu Mela Shop covers, Canopies, Umbrellas, • Cooperative Wall Paintings,Tin Plates, Cart, Cycle -
Shops • Banks Shop Paintings, Branded bags, • Milk Coll’n Points Demonstrations, Hand Bills, Posters• Agro Equip. Announcement Drums, Free Health Check
Ups, • Shops News Bulletin Boards• STD booths Signage, Drinking Water facility ,Toilets
Hoardings
• 2 to 6 hoardings per town depending on the pop strata
Railway Crossing Branding
Branding Modes of Transport
Brand Modes of Transport
Religious Festivals
Mela’s Mass
Influence Programs
But how can we bring about trust and credibility
Activating Haats
Last year alone we activated more then 3,000 haats with different brands through Multiple
Exposures
What is a Haat?
• Haats are the hubs of rural economy a place for transactions a reflection of the pattern of consumption and
production in villages they are traditional institutions, an integral part of the
rural environment – both physically and culturally
• The prominent feature of haats is their periodicity most are held once a week, at a fixed location
• It can be a congregation of as many as 4000- 6000 people per haat day
Haat in a ground
Haat by the road/street
Haat
Registration – Database
Registration – Database
Brief on Policies using Visual Aids
Interactive Brand Communication Tools
Introduction of the ICICI Prudential Local Agent
Health – Check
Visibility @ the Haat
Birds-eye view of a Haat
Haat in a ground
“Jharokha”
• 10 by 10 billboard set-up on the side of the Wall • Cemented and Safe • Guaranteed period – Rentals • Uncluttered • Reccee for Site Identification
Activating Mela’s
About Melas in general
• A total of over 4000 melas are held in India• Total congregation of over 12.5 crores• Attendance from 10,000 to 20 lac• Most Melas between September -April
Why do people visit melas?
• Religious reasons Puja, Mannat, Snaan
• Cattle buying and selling• Entertainment• It is a routine to visit them
because they have been visiting the Mela for many years
Every Mela offers unique Opportunities
Sabrimala
• Devotees have to take a bath before doing 'darshan',
• The temple is on a hill top and “devotees” go barefooted
• We had mobile bathing units at the start of the hill on the way to the shrine
• Consumers can come there have a bath with Lifebuoy free of cost
Nauchandi, Bramhotsav, Sonepur (will be done in 2007)
• There is a huge parking area for Nauchandi, Pole kiosk and Welcome gate next to the parking
lot
• There are eateries in the mela site Mobile kiosk in front of big eateries so that
consumers can wash their hands with Lifebuoy free
of cost
• Demonstration through glowgerm demo
Our Strengths
• Robust Mela Database • Local Knowledge • Experience in Implementation Mela Programs
Mela
Options
Media planning
Media Report
• Shows report of media penetration in the selected area as well as adds map to the view. The data used for this report is a pre-calculated index.
Thinking elements
1. Objective1. Marketing2. Advertising
2. Target Group3. Brand Scan4. Environment scan (Competition, industry trends)5. Product features 6. Pricing7. Distribution network8. Sales Structure/training/motivation
Thinking elements
9. Positioning (Proposition + reason why)10. Media/marketing/advertising challenge11. Creative Strategy
Proposition, possible routes12. Creative execution
Print ad Radio ad Commercial
13. Points of contact14. Medium/360 ideas
Mass media (TV, Print, Radio) PR Direct and Tele Marketing Activation (Outdoor – hoardings/bus shelters/signage/modes of transport/other visibility
mediums, events, contests, promotions, POS, sponsorships, Last mile) Cinema Activation Internet (Popup, Banner, Blog) Viral, Buzz, WOM Cause related/Social Marketing Mobile
15. Media planning
Thank You