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Rural Communication Mix
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Designing the Communication Mix
Strategy
Different communication tools
Advertising
Sales Promotion
Direct marketing
Publicity & image building tools
Personal selling
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Advertising
Highly publicised & visible
Legitimacy of product
Suggests a standardised offering
Builds long-term image of company
..\..\..\Videos\let's put india first.mp4
..\..\..\Videos\Mahindra Tractors - Desh ke laalhain hum.wmv
http://localhost/var/www/apps/Videos/let's%20put%20india%20first.mp4http://localhost/var/www/apps/Videos/Mahindra%20Tractors%20-%20Desh%20ke%20laal%20hain%20hum.wmvhttp://localhost/var/www/apps/Videos/Mahindra%20Tractors%20-%20Desh%20ke%20laal%20hain%20hum.wmvhttp://localhost/var/www/apps/Videos/Mahindra%20Tractors%20-%20Desh%20ke%20laal%20hain%20hum.wmvhttp://localhost/var/www/apps/Videos/Mahindra%20Tractors%20-%20Desh%20ke%20laal%20hain%20hum.wmvhttp://localhost/var/www/apps/Videos/Mahindra%20Tractors%20-%20Desh%20ke%20laal%20hain%20hum.wmvhttp://localhost/var/www/apps/Videos/Mahindra%20Tractors%20-%20Desh%20ke%20laal%20hain%20hum.wmvhttp://localhost/var/www/apps/Videos/Mahindra%20Tractors%20-%20Desh%20ke%20laal%20hain%20hum.wmvhttp://localhost/var/www/apps/Videos/Mahindra%20Tractors%20-%20Desh%20ke%20laal%20hain%20hum.wmvhttp://localhost/var/www/apps/Videos/Mahindra%20Tractors%20-%20Desh%20ke%20laal%20hain%20hum.wmvhttp://localhost/var/www/apps/Videos/Mahindra%20Tractors%20-%20Desh%20ke%20laal%20hain%20hum.wmvhttp://localhost/var/www/apps/Videos/Mahindra%20Tractors%20-%20Desh%20ke%20laal%20hain%20hum.wmvhttp://localhost/var/www/apps/Videos/Mahindra%20Tractors%20-%20Desh%20ke%20laal%20hain%20hum.wmvhttp://localhost/var/www/apps/Videos/Mahindra%20Tractors%20-%20Desh%20ke%20laal%20hain%20hum.wmvhttp://localhost/var/www/apps/Videos/Mahindra%20Tractors%20-%20Desh%20ke%20laal%20hain%20hum.wmvhttp://localhost/var/www/apps/Videos/Mahindra%20Tractors%20-%20Desh%20ke%20laal%20hain%20hum.wmvhttp://localhost/var/www/apps/Videos/let's%20put%20india%20first.mp4http://localhost/var/www/apps/Videos/let's%20put%20india%20first.mp4http://localhost/var/www/apps/Videos/let's%20put%20india%20first.mp4http://localhost/var/www/apps/Videos/let's%20put%20india%20first.mp4http://localhost/var/www/apps/Videos/let's%20put%20india%20first.mp4http://localhost/var/www/apps/Videos/let's%20put%20india%20first.mp4http://localhost/var/www/apps/Videos/let's%20put%20india%20first.mp4http://localhost/var/www/apps/Videos/let's%20put%20india%20first.mp4http://localhost/var/www/apps/Videos/let's%20put%20india%20first.mp4http://localhost/var/www/apps/Videos/let's%20put%20india%20first.mp4http://localhost/var/www/apps/Videos/let's%20put%20india%20first.mp4http://localhost/var/www/apps/Videos/let's%20put%20india%20first.mp48/13/2019 1.17.Rural Communication Mix
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Sales Promotion
Tools include
Coupons
Contests Discounts
Demonstrations
Sampling
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Distinct characteristics
Communicationgrab attention, provide
informationmay lead to sale Incentiveincorporate concessions,
inducements, contributionsoffer value tocustomer
Invitationto engage in the transaction now(demos & sampling)
Godrej hair dyesamples with
barbers & beauticiansopinion
leaders
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Direct Marketing
Powerful tool
Meet customer on
their turf
Build product
awareness
Sales promotion
By-pass middlemen
Mobile marketing,vending machines, direct
mailers
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Publicity & Image Building
High credibility
News articles more believable than
advertisements
TVS Scootytaught women riding using
women instructors
LG microvave ovencooking classes
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Personal Selling
Cost-effective
Personal Confrontationinteractive
relationship
Response - immediate
Right Concept Marketing
FMCG
Eatables
Stationary
Computers
Garments
Footwear
Agri-inputsLIC
Multi level marketing
..\..\..\Videos\TC Chhabra's Projection about RCM.wmv
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The Communication Mix Decision
Type of product market
Consumer readiness to make a purchase
Stage in Product Life Cycle
Type of Product Market
Push or pull strategy for sales
Pushsales force & trade promotion to push productthrough channel to consumer
Pulladvertising and consumer promotion to build
consumer demand Large CosHUL, Brittaniapull strategy
Regional playersGhari, Anchorpush strategy
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Buyer Readiness Stage
Awareness stageadvertising & publicity
Comprehension & Convictionpersonal
selling
Closing of salepersonal selling and strong
sales promotion
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Product Life-cycle Stage
IntroductionAdvertising, publicity, events, experiences
Sales promotion to induce trialsDistribution coveringpersonal selling
Growth stage Tone down focus on tools as demand built updepend on
word of mouth Maturity stage Sales promotion, advertising, personal selling
Declining stage Sales promotion
In rural markets, yet to reach maturity, focus onawareness, interest, conviction
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Main focus in ruralawareness
HUL & Daburremind
Points to keep in mind for rural audience
Understand hopes, fears, aspirations,apprehensionsresearch 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-minuteads
Slice of life success story ..\..\..\Videos\Airtel Rural tarrakki ad - Shreyas
Talpade and Rajpal Yadav.wmv
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Mass Media
Reaches millions of people
Heterogeneous naturemass media ineffective
Radioirrespective of geography, literacy level
18% reach
News, songs, plays
Less involvement than with TV ads Fertilizer, tractor, FMCG
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TVfastest 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 mill14 mill rural
Dish TV & DDs Direct Plus DTHrural favourites
Tata Sky, Dish TV, Sun Direct DTHurban
Rural household with income less than Rs 3000 purchasing DTHpay per viewtotal 56 channelsfree
Issueselectrification (60% rural households). Diverted to agriduring growing seasonother times to industry)
Women dont watch with elders
Customselders against modern ads
..\..\..\Videos\Updated dd direct+ channels.wmv
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Press / Print Medianewspapers, magazines
Can carry detailed information
Region-specificEenadu (AP), Daily Thanthi(TN), Punjab Kesari (Punjab), Loksatta (MS),Anandabazar Patrika (WB), Dainik Bhaskar (
UP, Hindi belt) Regional sensational newspolitics, crime
Different sectionsyouth
Issuesreach, access, low literacyrech only13%
Community readingtea stalls, barber shops
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Cinemasvery popular in South
Issues
Replaced by VCDCostly - overall 6% reach
Popular amongst youth
Limited time slot for advertisingbeginning orinterval
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Outdoor Media
Wall paintings
Favourite for rural markets
Can be viewed leisurely
Constantly remind brand name, logo & brand promise
Economical
Easy customizationlanguages
Audience recall high
Issues
Availability of walls in prominent
places
Quality of walls poor
No exclusive rightsget painted
over
Local painters skill
Effective at haats, mandis, melas
At eye level
Dealer / distributor to be made responsible
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Personalized Media POP Displays &
Demonstrations
Danglers, display signs, boards, display racks,
dispensers
Lack of space
More margins on spurious products
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Rural Centric Non-conventional Media
Video vans / video rath
Tata Tea, HUL, Marico, Colgate,
TVS, agri-input companies
Customized message
Audio visual, large LCD Screen,
samples, banners
Trained personnel
26 day cycle, village to village, programmed plan
Mobile exhibitiondemonstrations, trials, games
Retail merchandising, door to door campaigns Weekly markets, fairs, festivals
People gather in large numbers
..\..\..\Videos\Google Internet Bus Video.wmv
http://localhost/var/www/apps/Videos/Google%20Internet%20Bus%20Video.wmvhttp://localhost/var/www/apps/Videos/Google%20Internet%20Bus%20Video.wmvhttp://localhost/var/www/apps/Videos/Google%20Internet%20Bus%20Video.wmvhttp://localhost/var/www/apps/Videos/Google%20Internet%20Bus%20Video.wmvhttp://localhost/var/www/apps/Videos/Google%20Internet%20Bus%20Video.wmvhttp://localhost/var/www/apps/Videos/Google%20Internet%20Bus%20Video.wmvhttp://localhost/var/www/apps/Videos/Google%20Internet%20Bus%20Video.wmv8/13/2019 1.17.Rural Communication Mix
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Haats
Mobile supermarket of rural India
43,000 held every week
2157 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
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Melas
Seasonal or annualfor important events, to
honour a diety
25,000lasts one daylimited commercial
appeal
Communicationhomogenous audience
Mandis
7,600
Large and medium farmers
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Folk Media
Folk theatre
Folk songs
Folk dances Magic shows
Puppet shows
Interactive games
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Sales Promotion & Events &
Experiences
Consumer promotionsamples, coupons, discounts,free gifts, rewards for loyalty
Trade promotionprice offs, adv & display allowance,free goods
Discountsdeduction for prompt payment, or splcategory of buyers
Couponsexchanged for value
Samplingdry & wet
Instalment schemesEMI
Demonstration / ExperientialRCMcash flow withair flowMahindra tractors
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Events & Experiences
Sports EventsKila Raipur Sprots Festival
Rural Olympics
..\..\..\Videos\Kila Raipur Festival Rural
Olympics 2007 India (Hung Chu).wmv
Rural Brand ExperienceGrameeno ke beech
Channel Partner Meets
Key Opinion Leaders Meetsmason
mechanic, carpenter, painter