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rural advertising

Rural marketing trends 2016

rural advertising, rural promotion / By

According to the marketing gurus, the time has come when companies need to change their perception and perspective about the rural market. The trends are changing rapidly, and rural consumer becomes more aware now. Apart from the conventional 4 P’s of marketing, today marketing gurus need to incorporate four A’s in the marketing strategy. These A’s are affordability, availability, accessibility, and awareness. Though affordability is not a constraint with the increase in spending capacity of rural buyers, they are still price cautious. Accessibility was an issue earlier because of the poor infrastructure. The situation has improved in the recent years. Product awareness can be effectively achieved by designing appropriate marketing strategies for rural promotion to grab the attention of rural consumers. Focused rural marketing strategy Think Local and Act Local is the need of the day Earlier, the rural market was considered merely a subset of the overall marketing strategy. Now, marketing managers have to exercise their minds for developing relevant product marketing strategies that meet the particular needs of the rural consumers. For example, when voltage fluctuation or low voltage prevails in the rural areas; there is no point in marketing sophisticated electrical equipment that can’t withstand voltage fluctuations. Robust and durable products can only drag the attention of the consumers. Similarly, low unit packs or economy packs are a big success in the rural market because they are perceived as cheap and affordable. Hence, they need to be targeted in accordance with the Local needs, tastes, perceptions, preferences and aspirations . Advertising in rural areas needs to be specific, direct and relevant and only such medium should be used which helps marketer achieve this. Rural retail stores are the markets of tomorrow Rural consumers have a great exposure to the lifestyle aspects nowadays. They frequently visit nearby town and cities and experience the lavishness of malls, departmental stores, and multiplexes. When similar outlets are available in their locality, they feel excited about it. The proliferation of posh retail stores is the call of the day. In fact, distribution giants such as ITC and Tata have already started exploring the possibilities by setting Chaupal Sagar and Kisan Kendras respectively. Surely, other giants like HLL and P&G will also follow the footsteps. Well-organized rural marketing events in india would help in blowing the trumpet loudly. Market research must go on Yes, the trends are rapidly changing. A company cant afford to stop the market research. Rather, more qualitative and focused study is required to read the pulse of the market proactively. Those who succeed in it will taste the fruits of success. The laggards will lose a lot of ground.

Bus Stations in Rural India are a gold mine for Captive Audiences!! Intelligent brands are already tapping it

rural advertising, rural promotion / By

Bus service is the lifeline for most of the rural areas because it is affordable, accessible and available. In states like Maharashtra, Rajasthan, Punjab, Karnataka and Goa where roads and buses are distinctively better than other states; People find travelling by bus to be convenient and time saving. Also for large Pockets of rural India it is the only viable transportation mode available. A Brand today can stand out and use the bus stands for effective visibility. Why Bus stands? The potential is enormous If you consider bus stands in Maharashtra alone, then the annual foot fall in 80 prominent bus stands is more than 92 Million which is a huge figure. Bus stands have the largest number of footfall after Railway stations. Quite obviously, they are the best places to showcase products and services. Since the majority of the gentry belong to rural areas, marketing campaigns that focus on rural needs are greatly successful at the Bus Stands. Properties to target at a Bus Station consists of Audio system to play advertisements through public addressing system, LCD TV, and branding and visibility are to name a few. Audiowala Bus Station, a revolutionary concept Audiowala Bus station is pioneered from Vritti by Partnering with State Transport corporations across 5 States (MSRTC, KSRTC & NEKRTC,  PRTC, RSRTC , Kadmaba) over the course of last 8 yrs. This audio medium Audiowala Bus station is today biggest mass medium for targeting small towns and rural markets as it gives a reach of 250 Million people. Vritti iMedia has equipped the bus stands with state-of-the-art audio-visual facilities. They also made the bus stands equipped with facilities of engagement and sampling, activation and spot sale. Vritti Media sets new standards in Rural Marketing by effective use of Bus Stands Due to the immense potential of making or breaking the business strategies of a company, the rural market of India keeps marketing managers busy in deriving effective strategies specific to this mass market. Vritti iMedia is a respected name in the niche for its intelligent and effective marketing strategies that have made a significant impact. The company has brilliantly used the opportunities to grab the maximum attention. Use of bus stations to promote products and service is one of the most innovative and successful ideas so far. Brands that got immensely benefited by the campaign Marketing brains at Vritti iMedia made clever use of bus stands to promote products that had immediate appeal to the rural population. From consumer products such as Goodknight Fast Card, Parle and Cadbury to Automobiles like Honda Motors and banks such as SBI, Bank Of Maharashtra and Central Bank Of India; the spectrum is quite widespread. Promotion at Audiowala Bus Stand has been found quite instrumental in activation, sampling and playing audio and video commercials. Veerendra Jamdade CEO of Vritti says When all these bus stands get converted into Audio Wala Bus Stand, imagine the reach of products and services to the rural population. Vritti iMedia is determined to explore the potential up to the fullest extent and reaching new heights of market promotion. It is a win-win situation for clients and Vritti iMedia both.

Rural Promotion depend on rural Consumer Mindset

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In the past three decades, India has emerged as one of the strongest economies with incredibly fast growth rates, where the rural areas showed a tremendous development. With advanced methods of farming, better water management, and intelligent use of cash crops; agriculture income increased manifold. Information technology revolutionized brand awareness amongst the rural population. They are well-acquainted with the lifestyle products today. With the close encounter of cable TV and DTH, there is a big impact on the rural consumer mindset nowadays. Marketers have to derive separate and focused marketing strategies to attract rural consumers. While FMCG sector understood the importance of it, others are also changing their stand rapidly. Understanding rural customers is difficult Marketing experts say that the biggest challenge faced by marketers is to understand the mindset of rural customers and exposing the right products to them at the right time. Right communication and reaching to the last mile are two main issue. As companies need to invest huge money in managing the vast heterogeneity of the rural market, there is immense pressure on managing top and bottom lines. It is very obvious that companies that didnt pay sufficient effort in understanding the rural market faced crushed out terribly. On the contrary, companies that understood the aspirations, requirements, and interests of the rural consumer did pretty well. ITC and Unilever are to name a few. Communication strategy, the pivotal aspect of success It is said that advertising is the business booster. However, rural markets were considered a sellers market for ages, where there was no need of informing consumers about the benefits or unique selling propositions. When they know the distinct benefits of buying a product or service from their perspective, they appreciate the product. The scenario has totally changed today. Due to the influence of the electronic media and awareness of consumer rights; companies need to derive a specialized strategy for the rural markets. It is a paradigm shift indeed where taking care of the aspirations and emotions of rural consumers become an inevitable business strategy. Communication strategy for rural consumers has to be totally different. Entrepreneurs know it well today. Since the mindset is different, corporates have to focus on rural consumers through different rural advertising methods. They should be considered differently. Those who realize it early, reap the benefits.

Five little changes that make big difference to rural marketing

Advertising in Rural & Urban, advertising in rural india, rural advertising, rural marketing, rural promotion / By

Rural India shows a promising future for companies who want to make a distinguished position in the marketplace. It is a huge market with an immense potential. However, it is equally true that using the same age-old marketing gimmicks will not bring any good results. Here are five little changes that will make a big difference. Explore the potential of female consumers Unlike the past, women consumers have started playing a significant role in the rural market. They are ore empowered now, and the paying capacity has also increased a lot. With the increase in the paying capacity and enhanced awareness, they are major contributors to the economy. When a company wants to explore the potential of rural marketplace up to the fullest extent, women consumers need a separate focus. Speak their language Is your product communication is a generic one? Then you shouldnt wonder about the lukewarm response from the rural markets. Experts say that it is a common mistake committed by marketing gurus. Promoting the products in the local language establishes a better communication. People relate to the product better. They feel that the product is for them. Studies substantiate that campaigns designed in tune with the understanding of rural consumers did miracles. Product design according to the market segmentation Experts say that a little tweaking in the product specifications to suit rural condition makes it a great hit. There is a big difference in the lifestyle and mentality between rural and urban segments. For example, a refrigerator in the rural India is considered a way of keeping cooked food and milk fresh. Also, it should not only save electricity but also sustain long power cuts. A brand that offers the aforementioned qualities would be the hot cake. Strengthening the distribution channel A brand that taps the local channels of distribution makes wonders in the rural market of India. Coca-Cola and Lays or Uncle Chips are the success stories. They tapped the local grocery stores, pan shops, and roadside hotels and dhabas to keep their products. Today, these companies have the largest penetration in the rural India. In case of expensive products or consumer goods, it is the best thing to tap the most favorite shops in the town. Adding a pinch of patriotism Making a direct or indirect reference with the spirit of India gives a great boost to the appeal in the rural markets. There have been case studies where products showed a remarkable performance after associating with the patriotic feeling.

How to Build a Good Corporate Image in Rural India

rural advertising, rural marketing / By

Marketing experts and advertising gurus feel that creating a corporate image is like making a strong foundation of a skyscraper. The stronger it is, higher is the performance. Having said it, one cant use the same yardstick for measuring the success of it in the urban and the rural market. Both are different ball games. A successful company develops unique strategies for each market segment. Commitment and sustainability, the two success mantras When you want to establish a strong corporate image in the rural world, it is important that the audience perceives you as a long-term player. You shouldn’t appear a dubious entity that wants to make hay while the sun shines. Brand loyalty is the distinguished characteristic of this segment, and they expect the same from you. It should be visible that you care for them. In the fierce competition, visibility is the key to success Every business that wants to survive and flourish today needs to be visible. The more people remember you; higher is the probability of success. Build a corporate image in such a way that people associate it with their life. The brand name, symbol, logo and slogan, all should be aligned with the corporate theme. When you create a corporate image for the rural world, it has to be down to earth and truly Indian. Expert marketing agencies such as Vrittii are experts in the niche. With a rich experience of developing effective campaigns targeting to the rural segment, they effectively build the corporate image. Use innovative ideas The rural consumers in India demand better lifestyle due to increase in the literacy levels and higher awareness. Hence, companies need to derive new methods of building the corporate image. Since the magnitude of this population is humongous (Nearly 800 Million), one cant ignore it. Until the recent times, there has been a little need felt to derive separate corporate image building strategy for this segment. Entrepreneurs took it for granted and used the common strategy for urban and rural markets. Only innovative agencies such as Vrittii used innovative and groundbreaking concepts to explore the potential up to the maximum. Use the untapped population by highlighting your corporate image and take the business to enormous heights. India has unimaginable potential which is getting unleashed. Only those business owners succeed who are proactive and upbeat. Market penetration increases sales and profitability, the two fundamental objectives of the business.