Rural ppt

PRESENTED TO-PRESENTED TO- PRESENTED BY-PRESENTED BY-

Prof- Arpita Shrivastava

Yashwant kumar(A-59)Anil Kumar Gupta (B-

07)

PROMOTION & COMMUNICATION STRATEGIES FOR RURAL MARKETING

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Rural Promotion

Promotion is the process of marketing communication to inform, persuade,

remind and influence consumers or user in favour of product or services

and has three specific objectives:- It communicates marketing information to consumers, users and sellers.

Promotion persuades and convinces the buyer and influences his behaviour

to take desired action.

Its stimulates demand, capture demand from competition and maintain

demand for the company’s products even in a competitive market situation.

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Communication Process Model

Sender Encoding Decoding

Receiver

Response

Message

…………

Media

Noise

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Designing Promotions

The process of designing promotion mix with appropriate message, media and promotools is not an easy task. It involves the following steps:-

Determining communication objectives. Creating message content or appeals. Evolving message structure. Developing message format. Choosing message source. Selecting the channels. Deciding on promotion mix. Establishing promotion budget.

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Promotional media

Mass media Local media Personalized media

Radio Haats, Melas, Fairs Direct communication

Cinema Wall paintings Dealers

Press Hoardings Sales persons

TV Video vans Researchers

Folk media

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Types of promotions

Advertising

Sales promotions – coupons, contests, demonstrations and sampling, Example:

Tata Shaktee Haat Hungama

Direct marketing, Example: Videocon

Publicity, Example: Project Shakti and AP Online

Using a direct selling through a sales force.

Example: Swasthya Chetna for Lifebouy.

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Promotion- Adaptations for Rural Markets

Conventional Non- Conventional Personalised

Television Haat and Mela Direct mailing

Radio Folk Media( puppet and magic show)

Point of purchase

Press/Print media Video Van Word of mouth

Cinema Interpersonal communication

Outdoor: Wall Painting, Hoarding

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Media reach in rural households

Press TV Satellite radio Cinema (%) (%) (%) (%) (%)

All India 23 47 13 18 20

URBAN 46 78 35 18 31

Male 58 79 36 20 39

Female 33 77 34 16 22

RURAL 14 36 5 18 16

Male 21 39 5 22 22

Female 7 32 5 13 10

Source:- Indian Relationship Survey (2008-09).

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Conventional

TV :- Television has made a great impact and large audience has been exposed to this medium.

Regional TV channels have been very popular especially in rural areas

Examples:- SUN TV (Tamil Nadu), Asianet (Kerala), Alpha Panjabi(North),

Alpha Marathi(Maharashtra).

RADIO:- Radio is a cost effective medium to reach rural people.

Radio reaches large population in rural areas at a relatively low cost.

Example:- Colgate, zandu balm, Jyoti labs are some of the companies using

Radio communication programme.

PRESS:- Press reach is low in rural areas. English newspapers and magazines have negligible circulation in rural areas.

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Continued…..

CINEMAS:- Attracts large audience especially in rural areas.

Local distributor or dealer who has good contacts with cinemas

houses in villages can easily monitor this activity.

Example:- Films on products like Vicks, Lifebuoy, Colgate and Shampoos

are shown in rural cinema halls. Apart from films, Ad slides can

also be screened in village theatres.

WALL PAINTING:-Wall painting is an effective and economical medium for

communication in rural areas.

The cost of painting one square foot area is about Rs.15/-.

Example:- Companies marketing TV, fans, coffee/tea, soap, toothpaste,

fertilizers etc., use wall painting as a promotion medium in a

rural areas.

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Non conventional

MELAS

1. Melas are an important

feature of Indian rural life,

held periodically.

2. 25,000 melas are held

annually, but 90% of these

last only for a day.

Example:-Pushkar Mela in

Rajasthan

HAATS

1. Sunday markets are most

popular.

2. Villagers prefer buying from

haats.

Example:-The Haat in

Pollachi(Sandai in Tamil) is

very popular in Tamil Nadu.

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Continued………

FOLK MEDIA:- The performing arts comprise a wide variety of displays.

Folk media forms:- Dance, Stories of Gods, magic, Street theatre.

VIDEO VAN:- Video van is one of the effective tools for rural communications.

Example:- Agricultural input companies regularly use video vans for promoting

their products.

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Personalized

DIRECT MAILING:- Direct mailing involves sending out single pieces of mail,

letters, flyers to a specific and targeted audience.

ADVANTAGES- Audience selectivity, Flexibility, Personalization.

POINT OF PURCHASE (POP).

WORD OF MOUTH.

INTERPERSONAL COMMUNICATION.

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Cont’d ………

Push strategy – sales force and trade promotion

Pull strategy – advertising and consumer promotion

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CONCLUSION

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