Rural advertisements
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Advertisements done in rural areas, villages and remote areas of India
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Rural advertisements
- 2. Indian Marketers on rural marketing have two understanding •The urban metro products and marketing products can be implemented in rural markets with some or no change. • The rural marketing required the separate skills and techniques from its urban counter part.
- 3. • Low priced products can be more successful in rural markets •Rural consumers have mostly homogeneous group with similar needs, economic conditions and problems. •The rural markets can be worked with the different media environment as opposed to press, film, radio and other urban centric media exposure.
- 4. Advertisement of Coca-Cola (Acceptability pattern) Contents Favor Non-Favor No Comment Language and content of Ad. 72% 20% 8% Back ground effect of Ad. 50% 20% 30% expressions and communication styles of Aamir Khan 85% 15% -
- 5. BPL advertisement Contents Favor Non-Favor No Comment Amitabh Bachchan as a brand Ambassador 75% 20% 5% The Action style of Amitabh Bachchan 65% 30% 5% The language of Ad. 62% 20% 18% Style of Presentation 77% 20% 3% The concept of ad. 65% 20% 15% Interesting and delightful Ad. 63% 17% 20%
- 6. Different Modes of promotions in rural market. Modes Favor Non-Favor No Comment Hats 65% 30% 5% Wall Paintings 40% 53% 7% Melas 65% 20% 15%
- 7. How rural market gain popularity? The attribute of rural marketing Positive aspects Innovative concepts Unique approaches
- 8. Major strategies of Rural Marketers •Mobile Van Activity •Hoardings •Demo •Rally •Showing advertisements during movies •Gram panchayat, Mela
- 10. Major strategies of Rural Marketers Mobile Van Activity Hoardings Demo Rally Showing advertisements during movies Gram panchayat, Mela
- 12. Major strategies of Rural Marketers Mobile Van Activity Hoardings Demo Rally Showing advertisements during movies Gram panchayat, Mela
- 14. Major strategies of Rural Marketers Mobile Van Activity Hoardings Demo Rally Showing advertisements during movies Gram panchayat, Mela
- 16. Major strategies of Rural Marketers •Pricing Strategy – Maggi •Personal Selling – LIC •Wall Paintings •Word of Mouth
- 18. What Rural consumers believe in.. •Full Brand Promotion-One Point Selling •Economical Product •Durability •Service •Schemes
- 19. Dabur’s Strategy • The 4th Largest FMCG Co. • Retail reach is 25,00,000 • More than 360 products • 4000 Employees • 15 Manufacturing Plants • Largest Natural & Herbal Products
- 20. Why Rural Market? •Its Population is 72% of total Indian Population •Literacy Level is more than 65% in 2001 •MART, a s specialist rural consultancy found that 53% of FMCG sales is done in Rural Market •Out of 2 million BSNL Mobile connections, 50% went to villages •Rural Market is growing faster •Its zooming ahead at 25% annually
- 21. Marketing Strategies Promotional Strategy TV Radio POP Display Newspaper Wall Painting Contests in Melas Sales Promotion
- 22. Marketing Strategies •Astra – To boost the Sales •Regional Branding •Distribution Strategy
- 23. Fake Brands •Small Brands don’t fear to copy big brands. •There are more than 50 copycats of mostly all brands.
- 24. Eg:-
- 25. But that’s what works in rural market…
- 27. Diamond Chips • By Prataap Snacks • Best Available Substitute • Not Cheap, But has more quantity
- 28. 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.
- 29. Conclusions •The Language and content must be according to the suitability of rural environment. •Background figures are also a deterministic factor. •Admissibility of brand ambassadors plays an important role in this regard. •Special promotion measures are the strong applicable factors in this regard.
Editor's Notes
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