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Rural Marketing campaigns
that work.....
Sai Vinoth
All Images used in the presentation are owned by respective Copyright Owners. We thank them.
Rural India at a glance
52 % of Population
Contribute 46% FMCG
Spend , 23% in durables
49.5% Tele density
41% of households with
non-agriculture income
17.94 Crore Rural Households
71.2 % literacy rate
Rural India at a glance
Top 3 Spends
Jewelry Consumer Goods Education
Products with double digit growth in FY15
Top 3 Spends
Baby Oil Hair Oil Shampoo Tooth Powder Beverages Milk Products
Rural Consumer characteristics: FMCG
Corner shop or Kirana
Friends , shop owner influences, Free
drives
TV, magazines at Barber shop,
village library, hoardings
Brand conscious, substitution
high, loyalty ???.
Brands, celebrity association, packaging
size
Rural Consumer characteristics: Consumer durables
63% buy when they need it Hops to near by town
Family, friends, shop
owner influence
Brand conscious
TV, Radio, magazine information sources
Value high on functionality, looks matter
Rural Consumer Characteristics: Implements
Prefers own instead of
rental, prestige
Service at Village center
Or dealer Prefers a dealer
who can help in all
paper work
Prefers to buy through
subsidy
Co-farmer, friends , dealer
influence
Must look
rugged &
robust
Hops to town < 25 Km
Extension services,
hoardings, banks major
sources of information
Marketing campaigns that work: wall paintings
House Shops/Dabha
Community play ground Rice Mills/ College
Community halls
Under pass/ Culvert
Marketing campaigns that work: Vehicles
Buses, Water Tanks, Auto,Cycle
Rickshaw
Marketing campaigns that work: Premises marketing
Places of worship Tea Shops
Repair shops
Public Health Centres
Villages offices
Effective for
personal care,
industrial products
Marketing campaigns that work: Events marketing
Local events
Festivals
Thank You
Browne & Mohan
Board & CEO Advisors, Management Consultants
38 2nd Floor, 8th Main, 8th Cross, Jayanagar 2nd Block
Bangalore-560 011
Ph: +91-80-26565164/40951170
www.browneandmohan.com