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STRATEGIC PLANNING FOR

RURAL MARKETS

ALL ROADS LEADING


TO RURAL INDIA

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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

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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

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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

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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

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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

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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.

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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

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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.

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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

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Network Offering

Rural Market Research

QUALITATIVE & QUANTITATIVE RESEARCH STUDIES


¾ Consumer Behavior Research:
ƒ Brand awareness, purchase behavior, usage & attitude studies
¾ Advertising & Media Research:
ƒ Communication pre-tests and post-tests
ƒ Rural Media habits, media reach and its impact
¾ Brand Image & Brand Positioning Studies
¾ Customer Satisfaction Measurement

Network Offering

Rural Market Research

QUALITATIVE & QUANTITATIVE RESEARCH STUDIES (contd…)

h New Product Development Research


h Concept Testing: New products & concept testing & development
h Assessing Rural Market Potential
h Feasibility Studies
h Market Segmentation Studies
h Pricing Research

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Network Offering ...

Rural Marketing Strategy

¾ New Product Development


ƒ Conceptualisation
ƒ Product designing/ modification
ƒ Branding
ƒ Packaging & Pricing
ƒ 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

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Network Offering ...

Rural Communication

Creative
ƒ Designing & development of advertising communication
packages
ƒ Production of Audio Visuals
ƒ Brand positioning & brand building

Network Offering ...

Rural Communication

Media planning

ƒ Identification, selection & execution of campaigns


ƒ Customised rural specific media vehicles for extended rural reach &
high communication impact
ƒ Promotion through traditional media (Haats, Melas, Mandis)
ƒ Van promotion
ƒ Direct marketing through door to door campaign

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Network Offering ...

Rural Events Management

ƒ Piloting promotion through traditional and unconventional


media
ƒ Developing scale-up strategy incorporating learning of pilot
ƒ Profiling of events along with on-spot consumer research

Network Offering ...

Database Creation & Management

ƒ Village & town level database generation

ƒ Continuous updating and management of database

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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

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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

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