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Presented by: Shailaja
farzin naz
CONTENTS Introduction
Meaning
Why companies go rural?
Rural marketing strategies
Some strategies followed in Indian rural market
Strategies of rural advertising
How can successful rural advertising campaign be
launched?
suggestions
Conclusion
Bibliography
OBJECTIVESThe purpose of this paper is to analyse and understand the
problems and challenges connected with the rural market. To
throw light , the sales promotion, advertisement , distribution
strategies that can be adopted by company while going rural.
RURAL ADVERTISING STRATEGIES
Rural market
Introduction
Meaning
“ rural marketing is the process of developing,
pricing, promoting , distributing rural specific goods
and services, leading to exchange between urban and
rural markets, which satisfies consumer demand and
also achieves organizational objectives”.
WHY COMPANIES GO RURAL?Reasons:
Urban markets are getting saturated
A huge untapped rural market
Rising disposable income in rural market
Remittances from aboard and impact of media.
RURAL MARKETING STRATEGIES
Marketing strategy
Distribution strategy
Promotional strategy
SOME OTHER STRATEGIES FOLLOWED IN INDIAN RURAL MARKET
By proper communication in Indian language
By understanding cultural and social values
By promoting Indian sports team
By developing rural specific products
By giving Indian words for brands
By adopting localized way of distributing
Paintings
By target changing perception
By providing what customer want
By promoting product with Indian models and actors
By associating themselves in India
STRATEGIES OF RURAL ADVERTISING
Influencer strategy
Participatory strategy
Show-and-tell strategy
STRATEGIES WHICH ARE USED BY SOME COMPANIES IN RURAL MARKET
LG launched its first low priced TV for rural consumers..
• -Sampoorna- Rs.3000-
• Cineplus- RS 4900
• GODREJ’S ADVERTISING STRATEGY FOR RURAL MARKET:
. The company did hair dye sampling through village barbers and introduced
small soap packs for Rs 5 for Godrej No 1; advertisements were shown only
on channels that reach rural India best; Doordarshan and All India Radio
SO, WITH ALL THESE CHALLENGES, HOW CAN SUCCESSFUL RURAL ADVERTISING CAMPAIGN BE LAUNCHED?
o Become a Part of the Community
o Use an Experienced Rural Advertising Service Provider
o Interact
SUGGESTIONS
1) Rural consumer environment must be understood before the
creation of ad.
2) Rural mindset accepts the brands easily, which are close to their
culture. This point must be reflected in ad for rural markets.
3) Sponsorships to the Melas and Hats must be considered in a
significant manner.
4) Selection of brand ambassadors, lyrics must not be ignored in this
regard.
They have a special liking for folk culture so this can be taken in an
effective utilization of brand promotions.
VILLAGE LIFE
CONCLUSION
If the company wants to capture the rural market, they must first
carry on the detailed and earnest analysis of the countryside goal
market, aiming at the particular characteristics of the rural
market, and utilizing different marketing strategy according to
concrete situations. So we can conclude that rural markets has
its own set of challenges, problems and opportunities. Hence the
companies need to unlearn and then relearn the marketing
strategies and tactics that would enable harnessing the immense
rural potential.
BIBLIOGRAPHY
Journals:
• Shah Chintan & Desai Reney, International Journal of Management &Social Sciences
Research(IJMSSR)Volume 2,No.-1,January 2013
• Ahmed Ashfaque, Journal of Business Management & Social Science Research
(JBM&SSR)Volume2,No.1,January 2013
• Patel Suchi, Asia Pacific Journal of Marketing &Management Review Volume 2(7)
• July 2013
Websites:
•
• www.academia.edu
• www.ipsar.ac.in
• www.exchange for media.com
• Recmedia.com