Professional Documents
Culture Documents
Advertising
Highly publicised & visible Legitimacy of product Suggests a standardised offering Builds long-term image of company ..\..\..\Videos\let's put india first.mp4
Sales Promotion
Tools include Coupons Contests Discounts Demonstrations Sampling
Distinct characteristics Communication grab attention, provide information may lead to sale Incentive incorporate concessions, inducements, contributions offer value to customer Invitation to engage in the transaction now (demos & sampling) Godrej hair dye samples with barbers & beauticians opinion leaders
Direct Marketing
Powerful tool Meet customer on their turf Build product awareness Sales promotion By-pass middlemen Mobile marketing, vending machines, direct mailers
Personal Selling
Cost-effective Personal Confrontation
interactive relationship
Response - immediate Right Concept Marketing FMCG Eatables Stationary Computers Garments Footwear Agri-inputs LIC Multi level marketing ..\..\..\Videos\TC Chhabra's Projection about RCM.wmv
Buyer Readiness Stage Awareness stage advertising & publicity Comprehension & Conviction personal selling Closing of sale personal selling and strong sales promotion
Growth stage
Tone down focus on tools as demand built up depend on word of mouth
Maturity stage
Sales promotion, advertising, personal selling
Declining stage
Sales promotion
Main focus in rural awareness HUL & Dabur remind Points to keep in mind for rural audience Understand hopes, fears, aspirations, apprehensions research 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-minute ads Slice of life success story ..\..\..\Videos\Airtel Rural tarrakki ad - Shreyas Talpade and Rajpal Yadav.wmv
Rural Media
Conventional Media
Mass Media
Radio TV Print Cinema
Non-Conventional Media
Video vans Haats Melas Mandis Folk Media
Folk theatre Folk songs Folk dance Magic shows Puppet shows
Outdoor Media
Wall Paintings Hoardings
Personalized Media
Point of purchase demonstrations, danglers, display racks, tin plates Direct mailers
Mass Media
Reaches millions of people Heterogeneous nature mass media ineffective
Radio irrespective of geography, literacy level 18% reach News, songs, plays Less involvement than with TV ads Fertilizer, tractor, FMCG
TV fastest 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 mill 14 mill rural Dish TV & DDs Direct Plus DTH rural favourites Tata Sky, Dish TV, Sun Direct DTH urban Rural household with income less than Rs 3000 purchasing DTH pay per view total 56 channels free Issues electrification (60% rural households). Diverted to agri during growing season other times to industry) Women dont watch with elders Customs elders against modern ads ..\..\..\Videos\Updated dd direct+ channels.wmv
Press / Print Media newspapers, magazines Can carry detailed information Region-specific Eenadu (AP), Daily Thanthi (TN), Punjab Kesari (Punjab), Loksatta (MS), Anandabazar Patrika (WB), Dainik Bhaskar ( UP, Hindi belt) Regional sensational news politics, crime Different sections youth Issues reach, access, low literacy rech only 13% Community reading tea stalls, barber shops
Outdoor Media
Wall paintings Favourite for rural markets Can be viewed leisurely Constantly remind brand name, logo & brand promise Economical Easy customization languages Audience recall high Issues Availability of walls in prominent places Quality of walls poor No exclusive rights get painted over Local painters skill Effective at haats, mandis, melas At eye level Dealer / distributor to be made responsible
Haats Mobile supermarket of rural India 43,000 held every week 21 57 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
Melas Seasonal or annual for important events, to honour a diety 25,000 lasts one day limited commercial appeal Communication homogenous audience Mandis 7,600 Large and medium farmers
Folk Media
Folk theatre Folk songs Folk dances Magic shows Puppet shows Interactive games