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rural marketing

Rural Promotion depend on rural Consumer Mindset

rural advertising, rural marketing / By

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.

Pandharpur Wari becomes an ideal occasion to reiterate pain-relieving capabilities of Iodex

rural marketing, rural yatras and jatras / By

Gyanba Tukaram and Mauli Mauli are perhaps the most uttered words in Maharashtra during the Wari period. The famous 250 kilometers walk that crosses the length and breadth of Maharashtra isnt just a religious procession, but a huge social event. It shows the great respect and intense belief in Vitthal, the most beloved deity in the state. People dont leave any opportunity of being part of this highly praised event. The 21 days procession of Pandharpur Wari becomes one of the best ways of establishing brands and products. Marketing brains come out with innovative and interesting ways of establishing products and services without hampering the religious and cultural setup of the prestigious event. GlaxoSmithKline Consumer Healthcare, one of the leading healthcare companies, brought a highly creative idea of Iodex Massage Van last year. The concept was greatly appreciated by everyone because of its utility and direct mapping with the event. The history repeats itself The overwhelming success of the campaign last year was so encouraging that the team wants to acquire further heights of success this year. The biggest cultural and religious event in Maharashtra will be used as the platform for customer activation in a contextual manner. Since the pilgrims cover approximately 250 kilometers distance in 21 days, it is a tough task indeed. Since Iodex is already an established brand for quick relief from all kinds of pains, the catch line is just perfect in the context of Pandharpur Wari. Badan Dard ka Expert, Sirf Iodex is the punch line which means Iodex is the best remedy for every kind of body ache. When people walk almost 12 to 15 kilometers every day, it is very obvious that the majority of them face back pain, pain in the calf muscles or headache. What does the Iodex brand campaign do? The campaign offers 12 branded vans that accompany the Pandharpur Wari from the first day to the day procession gets over. The well-equipped and well-branded vans offer instant relief from pain and discomfort to the pilgrims. The procession that claims attendance of more than two million devotees every year is the biggest and brightest opportunity to showcase Iodex, the best pain reliever brand in India. Other than vans, massage tents offer free massage to the pilgrims. These well-branded tents serve pilgrims during the breaks or night to rejuvenate and make them ready for the next day. Pandharpur Wari is an event of international stature where brand establishment brings an incredible identity.

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.

Marketing strategies for corporate to succeed in rural India

rural marketing / By

Rural market of India is quite enormous than people think. Statistics says that it contributes to almost half of the GDP, and the per capita income there shows faster growth than the urban sector. People are ready to spend for lifestyle products, electronic items, and entertainment. It is needless to say that a corporate house cant give impressive results unless it uses effective strategies to attract this huge marketplace. It is the success mantra of the 21st Century. So many studies have been conducted so far to understand why and how companies did miracles, and they revealed that only those could succeed who overcome the hurdles and explored the opportunities. Three secrets of success Studies also revealed that entrepreneurs who performed exceptionally well in the rural market had three things common. (i) They reached to as many consumers as possible. (ii) They acquired as many customers as possible. (iii) They retained the customers for as long as possible. It looks quite a simple thing to achieve, but there are practical difficulties in it. Inadequate distribution network, delayed payments, and frail marketing channels are the biggest roadblocks. Companies that manage these issues can only mark effective presence in the marketplace. Also, the marketing brains should think from a different perspective while designing marketing campaigns and promotions for the rural India. The mindset, thinking patterns and ideologies are quite different there. Two measures of performance in the rural India for a company If we think about measuring the success of a company in the high-potential rural market, then there are two performance measures. Firstly, it is checked on up to what extent the company finds rural market strategically important as far as the long-term or short-term goals are concerned. The more is the importance; higher is the performance. Secondly, it is checked on the percentage of rural contribution to the top lines and bottom lines of the balance sheet. When we talk about rural segment, product innovation, effective market penetration, and controlling expenses are the effective ways of keeping top and bottom lines under control. Since the rural market is expanding with great speed, companies need to focus on the sales and distribution channel. It is critically important to improve the top line without disturbing the bottom one so that profitability gets enhanced. When urban demand indicates sluggishness because of saturation, it is the time to look at another fertile field; the rural market!

New perspective in rural marketing

rural marketing / By

Several game plans are suggested by the experts when we ask about the best way of getting success in the enormous rural market in India, and everybody has a different story to tell. However, everyone agrees to the fact that developing an effective distribution channel is one of the key elements of success. Failure in achieving it would be a major inhibiting factor for business growth. Whether it is a consumer product, food product, or electronic item; it should reach to the right people at right time. Thus, effective distribution network, fast and swift modes of transportation and good warehousing facilities are extremely important. What could be the best means of reaching the masses? Many companies have done exceptionally well in the niche of reaching the rural markets and consumers. They developed fast and economic models to reach as many people as possible. Other than meticulous planning and flawless implementation, they developed smart ways of doing the things. Experts say that it is possible to take the performance to further high by doing something exclusive and unique. It is certainly a new perspective towards rural marketing. (i) Is it possible to use the public distribution system which already exists? Since thousands of fair price shops and millions of people depend on it for the supplies of food grains, kerosene, and sugar, the system is fairly efficient and accurate. Using the same infrastructure for marketing the products in the rural areas would be cost-effective and accurate. Of course, it will be a chargeable service. However, the accuracy and dependability will make it the preferred service. (ii) Use of rural cooperative societies: Almost every village in India has some or other cooperative society. Marketing experts say that these societies can play a pivotal role in making a product or service hit. They can be instrumental in distribution on a chargeable basis. Since the societies would earn handsome money, they will do it enthusiastically. (iii) Using social and religious events for product marketing: In the recent years, marketing experts have realized the huge potential of events that take place in the rural areas. Mela, Urs or other religious events showcase the product or services to a large audience. The cost of product promotion is quite reasonable, and the results are superb. As the products are displayed in the local event, people associate to it pretty well. These groundbreaking perspectives have a great potential to change the rural marketing.