2. RURAL INDIA -
THE OPPORTUNITY
• The largest market in the world with 700 million Rural Folks
• With growing purchasing power and increasing aspiration
levels
RURAL INDIA -THE
CHALLENGE
Most of Rural India remains a mystery
• 13 major languages & over 1300 dialects
• Diversity in Traditions & Cultures
• Lack of Distribution Channels
• Poor reach of Mass Media
• Poor understanding of Rural Customers
2
3. RURAL INDIA -
THE MYTHS
• The Rural Market is a homogenous mass.
• Individuals decide about purchases.
• Urban communication style is equally suitable for rural.
• Reaching 6.5 lakh villages is a distribution nightmare.
• Market research methodology is universal for urban and rural.
• TV has wide reach.
• Disposable income in rural is low.
RURAL INDIA -
THE SOLUTION
Need for an organisation that can help corporates in
• Understanding rural realities and perceptions
• Untangling rural beliefs and value systems
• Communicating in an environment of low literacy
• Looking beyond conventional media
3
4. Today, there is no
single institution which can offer
Strategic Planning for
Rural Markets and
Implementation on an
all India level
under one roof.
Introducing
• Your consultants for Rural Marketing
4
5. THE RURAL NETWORK
The first ever alliance of India’s leading rural marketing
organisations to offer corporates
• Customised research programme leading on to a
strategy.
• Complete strategy presentation including creatives.
• Implementation of the strategy across the country.
• Evaluation of Rural Marketing Efforts.
THE NETWORK PARTNERS
• Anugrah Madison, Chennai
• MART, New Delhi
• Rural Relations, Pune
• Sampark, Mumbai
5
6. ANUGRAH MADISON
• Chennai based agency with over 15 years’ involvement in
Rural Marketing.
• Capable of developing Rural Marketing strategy for a wide
range of products based on Rural specific research.
• Ability to develop complete communication package in the
languages, particularly South Indian languages, required to
reach the Rural Markets.
• Ability to mastermind events for rural markets and help
manage them.
ANUGRAH MADISON
• Headed by R.V. Rajan, a veteran with 38 years in
Advertising and dealing with Rural Communication for
over two decades.
• Backed by an experienced, widely traveled Rural Team
that has a good understanding of the regional
differences.
• Offices in Chennai & Coimbatore
6
7. MART
(Marketing and Research Team)
Based in Delhi with over 7 years involvement in Rural
Marketing.
With rich grass roots knowledge of the Rural sector.
Offering comprehensive Rural Marketing solutions from
Market Research and Strategy formulation to Implementation
including participation in Rural events.
Pioneer in innovative approaches to Rural distribution.
Pioneer in developing innovative technologies for Rural
Research.
MART
(Marketing and Research Team)
Headed by Mr. Pradeep Kashyap with 32 years experience
in both corporate & development sectors. Recipient of
Jamnalal Bajaj Award.
Backed by a strong team of 30 Management graduates.
With offices in Andhra Pradesh and West Bengal.
7
8. RURAL RELATIONS
• Based in Pune, Rural Relations is India’s largest rural
consumer relations organisation.
• Has developed communication and interactive programmes
for brands as well as customer relationship development and
retention activities.
• With a huge database on Rural Markets, covering five states,
Maharashtra, MP, Gujarat, Rajasthan and UP, Rural Relations
penetrates 25,000 feeder market villages in the population
strata of 2,000 to 10,000.
RURAL RELATIONS
• Has deep understanding of the rural lifestyles with
sustained and continuous interaction with the rural
students, teachers, progressive farmers, opinion leaders &
shopkeepers.
• Headed by Mr. Pradeep Lokhande, a man born and
brought up in a village in Maharashtra
• An idealist with hands-on approach to Rural
Communication
8
9. SAMPARK ADVERTISING
• Based in Bombay, with 25 years experience in developing
communication packages with Rural focus.
• Has strong rural management information system with in-house
creative facility - won over 160 awards for creative excellence.
• Specialists in rural van promotion and publicity.
• Wide experience in dealing with rural events in a variety of
situations and locations.
SAMPARK ADVERTISING
• Headed by Mr. R.A. Patankar who has over two decades of
personal involvement with Rural Marketing
• Founder & Editor of ‘Rural Scan’ - a quality Journal devoted to
Rural Marketing & Communication.
• With branches in Kolhapur & Hyderabad.
9
10. COMBINED STRENGTH
OF THE NETWORK
• Rich grass root experience of rural markets along with good
understanding of regional differences
• Indigenously developed rural research tools
• Innovative approaches in rural distribution & promotion : SHGs, Mobile
traders, Haats
• In-depth knowledge and experience in brand building
• Excellence in innovative media planning and executing promotional
campaigns to suit regional mindsets
COMBINED STRENGTH
OF THE NETWORK
• Proven Network for van promotion across the country
• In-house creative capabilities for Print & Audio Video production
• Extensive direct marketing network in rural India
• Posses a larger and up-to-date database on rural markets
• Dedicated creative and field teams to ensure effective implementation
10
11. Network Offering
Rural Market Research
QUALITATIVE & QUANTITATIVE RESEARCH STUDIES
Consumer Behavior Research:
Brand awareness, purchase behavior, usage & attitude studies
Advertising & Media Research:
Communication pre-tests and post-tests
Rural Media habits, media reach and its impact
Brand Image & Brand Positioning Studies
Customer Satisfaction Measurement
Network Offering
Rural Market Research
QUALITATIVE & QUANTITATIVE RESEARCH STUDIES (contd…)
New Product Development Research
Concept Testing: New products & concept testing & development
Assessing Rural Market Potential
Feasibility Studies
Market Segmentation Studies
Pricing Research
11
12. Network Offering ...
Rural Marketing Strategy
New Product Development
Conceptualisation
Product designing/ modification
Branding
Packaging & Pricing
Channel selection & Promotion
Network Offering ...
Rural Distribution Strategy
Customised rural specific distribution channels to enhance
geographical reach & retail penetration
Distribution channel selection, development & management
Benchmarking of trade practices
Sales systems development
12
13. Network Offering ...
Rural Communication
Creative
Designing & development of advertising communication
packages
Production of Audio Visuals
Brand positioning & brand building
Network Offering ...
Rural Communication
Media planning
Identification, selection & execution of campaigns
Customised rural specific media vehicles for extended rural reach &
high communication impact
Promotion through traditional media (Haats, Melas, Mandis)
Van promotion
Direct marketing through door to door campaign
13
14. Network Offering ...
Rural Events Management
Piloting promotion through traditional and unconventional
media
Developing scale-up strategy incorporating learning of pilot
Profiling of events along with on-spot consumer research
Network Offering ...
Database Creation & Management
Village & town level database generation
Continuous updating and management of database
14
15. Over 75 years of combined experience in
dealing with clients like...
FMCGs AUTOMOBILES SERVICES
Balsara Eicher GIC
Colgate Goodyear LIC
Mico-Bosch Om
Dabur India MRF Ltd. Kotak Mahindra
Godrej Soaps Ltd. SRF Ltd. Shriram Group of Companies
Hindustan Lever
Marico
Procter & Gamble
Tata Tea
Over 75 years of combined experience in
dealing with clients like...
CONSUMER DURABLES AGRI RELATED OTHERS
Asian Paints Dabur Ayurvet ACC Ltd.
Blow Plast EID Parry De laval
Castrol Godrej Agrovet DSCL
Kinetic Monsanto Escotel
Telco Rashtriya Chemicals Grasim Cement
Philips T. Stanes & Co. Ltd. Hindalco
Hoechst
Vasu Agarbatti
15
16. Contact Addresses
of all Partners
• Anugrah Madison Advertising Pvt. Ltd.
Geo Towers, I Floor, 465 Anna Salai, Chennai 600 035
Ph: 24363622/23/25, Fax: 24320610, Email: anugrah@xlweb.com
Website: www.anugrahmadison.com
• Marketing & Research Team (MART)
A.108, II Floor, New Friends Colony, New Delhi 110 065
Ph: 26926527, Fax: 26926943, Email: mart@bol.net.in /
mart@touchtelindia.net Website: www.martrural.com
Contact Addresses
of all Partners
• Rural Relations
Pune 411 013, Ph: 6821034, Fax: 6820280,
Email: rural@ruralrelations.com Website: www.ruralrelations.com
• Sampark Marketing & Advertising Solutions P Ltd.
Ama House, Next to Strand Cinema, Colaba, Mumbai
Ph: 22873223/22041448/22821330, Fax: 22853421
Email: sampark@bom5.vsnl.net.in
Website: www.samparkrural.com
16
