1.17.Rural Communication Mix

8/13/2019 1.17.Rural Communication Mix

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Rural Communication Mix


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Designing the Communication Mix

Strategy

Different communication tools

Advertising

Sales Promotion

Direct marketing

Publicity & image building tools

Personal selling


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Advertising

Highly publicised & visible

Legitimacy of product

Suggests a standardised offering

Builds long-term image of company

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..\..\..\Videos\Mahindra Tractors - Desh ke laalhain hum.wmv
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Sales Promotion

Tools include

Coupons

Contests Discounts

Demonstrations

Sampling


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Distinct characteristics

Communicationgrab attention, provide

informationmay lead to sale Incentiveincorporate concessions,

inducements, contributionsoffer value tocustomer

Invitationto engage in the transaction now(demos & sampling)

Godrej hair dyesamples with

barbers & beauticiansopinion

leaders


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Direct Marketing

Powerful tool

Meet customer on

their turf

Build product

awareness

Sales promotion

By-pass middlemen

Mobile marketing,vending machines, direct

mailers


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Publicity & Image Building

High credibility

News articles more believable than

advertisements

TVS Scootytaught women riding using

women instructors

LG microvave ovencooking classes


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Personal Selling

Cost-effective

Personal Confrontationinteractive

relationship

Response - immediate

Right Concept Marketing

FMCG

Eatables

Stationary

Computers

Garments

Footwear

Agri-inputsLIC

Multi level marketing

..\..\..\Videos\TC Chhabra's Projection about RCM.wmv


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The Communication Mix Decision

Type of product market

Consumer readiness to make a purchase

Stage in Product Life Cycle

Type of Product Market

Push or pull strategy for sales

Pushsales force & trade promotion to push productthrough channel to consumer

Pulladvertising and consumer promotion to build

consumer demand Large CosHUL, Brittaniapull strategy

Regional playersGhari, Anchorpush strategy


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Buyer Readiness Stage

Awareness stageadvertising & publicity

Comprehension & Convictionpersonal

selling

Closing of salepersonal selling and strong

sales promotion


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Product Life-cycle Stage

IntroductionAdvertising, publicity, events, experiences

Sales promotion to induce trialsDistribution coveringpersonal selling

Growth stage Tone down focus on tools as demand built updepend on

word of mouth Maturity stage Sales promotion, advertising, personal selling

Declining stage Sales promotion

In rural markets, yet to reach maturity, focus onawareness, interest, conviction


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Main focus in ruralawareness

HUL & Daburremind

Points to keep in mind for rural audience

Understand hopes, fears, aspirations,apprehensionsresearch on target audience

Idioms, expressions, words in relation to category

Do not make it gimmicky Combine education with entertainment

Quickies do not work, need time, ponds 2-minuteads

Slice of life success story ..\..\..\Videos\Airtel Rural tarrakki ad - Shreyas

Talpade and Rajpal Yadav.wmv


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Mass Media

Reaches millions of people

Heterogeneous naturemass media ineffective

Radioirrespective of geography, literacy level

18% reach

News, songs, plays

Less involvement than with TV ads Fertilizer, tractor, FMCG


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TVfastest growing, most popular

36% ownership

47% reach

Cable & satellite reach 31%

MS, Goa, Punjab, UP, Raj leaders in DTH subscriptions (30%subscriber base)

Total connections 20 mill14 mill rural

Dish TV & DDs Direct Plus DTHrural favourites

Tata Sky, Dish TV, Sun Direct DTHurban

Rural household with income less than Rs 3000 purchasing DTHpay per viewtotal 56 channelsfree

Issueselectrification (60% rural households). Diverted to agriduring growing seasonother times to industry)

Women dont watch with elders

Customselders against modern ads

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Press / Print Medianewspapers, magazines

Can carry detailed information

Region-specificEenadu (AP), Daily Thanthi(TN), Punjab Kesari (Punjab), Loksatta (MS),Anandabazar Patrika (WB), Dainik Bhaskar (

UP, Hindi belt) Regional sensational newspolitics, crime

Different sectionsyouth

Issuesreach, access, low literacyrech only13%

Community readingtea stalls, barber shops


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Cinemasvery popular in South

Issues

Replaced by VCDCostly - overall 6% reach

Popular amongst youth

Limited time slot for advertisingbeginning orinterval


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Outdoor Media

Wall paintings

Favourite for rural markets

Can be viewed leisurely

Constantly remind brand name, logo & brand promise

Economical

Easy customizationlanguages

Audience recall high

Issues

Availability of walls in prominent

places

Quality of walls poor

No exclusive rightsget painted

over

Local painters skill

Effective at haats, mandis, melas

At eye level

Dealer / distributor to be made responsible


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Personalized Media POP Displays &

Demonstrations

Danglers, display signs, boards, display racks,

dispensers

Lack of space

More margins on spurious products


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Rural Centric Non-conventional Media

Video vans / video rath

Tata Tea, HUL, Marico, Colgate,

TVS, agri-input companies

Customized message

Audio visual, large LCD Screen,

samples, banners

Trained personnel

26 day cycle, village to village, programmed plan

Mobile exhibitiondemonstrations, trials, games

Retail merchandising, door to door campaigns Weekly markets, fairs, festivals

People gather in large numbers

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Haats

Mobile supermarket of rural India

43,000 held every week

2157 villages cachment

Better variety & lower prices

75% villages attend one haat a week, 20% visitors

are women Big bang communication

Buying mode

Discounts, price off

Demonstrations ..\..\..\Videos\Rural Haats (Market) .wmv.wmv


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Melas

Seasonal or annualfor important events, to

honour a diety

25,000lasts one daylimited commercial

appeal

Communicationhomogenous audience

Mandis

7,600

Large and medium farmers


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Folk Media

Folk theatre

Folk songs

Folk dances Magic shows

Puppet shows

Interactive games


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Sales Promotion & Events &

Experiences

Consumer promotionsamples, coupons, discounts,free gifts, rewards for loyalty

Trade promotionprice offs, adv & display allowance,free goods

Discountsdeduction for prompt payment, or splcategory of buyers

Couponsexchanged for value

Samplingdry & wet

Instalment schemesEMI

Demonstration / ExperientialRCMcash flow withair flowMahindra tractors


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Events & Experiences

Sports EventsKila Raipur Sprots Festival

Rural Olympics

..\..\..\Videos\Kila Raipur Festival Rural

Olympics 2007 India (Hung Chu).wmv

Rural Brand ExperienceGrameeno ke beech

Channel Partner Meets

Key Opinion Leaders Meetsmason

mechanic, carpenter, painter

Documents

1.17.Rural Communication Mix