vritti

rural marketing

Godrej spreads the message of purity this kumbh season

rural marketing / By

Godrej Consumer Products limited (GCPL) through its various brand activation’s has created an experience that brought alive the Kumbh ritual of purity, making every Indian experience of India’s purest bath even more pure and enjoyable. Kumbh Mela is a mass Hindu pilgrimage, held in India every three years and attracting 100 million people. GCPL installed multiple refresh vans across the city at various junctures like bus stop entries and pilgrim shelters so that the devotees can feel the purity and essence of such a pious festival right from their arrival. These multiple experience zones have successively been able to touch each and every Indian across ghats and akhaadas, enabling the pilgrims to experience the glow of Godrej No 1 soaps and get rejuvenated for the holy dip. Not just this!! GCPL ensured that the holy place where the Aarti took place was also pious and pure. How?? Simply by creating a number of fumigation rickshaws shaped like Good-knight Fast Card that moved around the mela and guaranteed that the place became mosquito free within minutes. Given the unexpected rains and the season of mosquitoes, a team of experts also performed particularly created Good-knight Fast Card aartis across Akhaada by lighting up special diya’s before beginning of a bhajan or aarti inside ahaadas to ensure that the place becomes mosquito free. From the Akhada to the main ghat, GCPL sure made it a pure, pest free and a memorable experience for all the pilgrims. The brand has very consciously moved away from the traditional concept of a static stall and has created mobile experience zones. We are also sampling more than 20k Godrej No 1 soaps and 1.5 lac Fast cards to devotees, said Sunil Kataria, Head India and SAARC, Godrej Consumer Products Ltd (GCPL). About Godrej Consumer Products Limited: Godrej Consumer Products Limited is the largest home-grown home and personal care company in India. We are constantly innovating to delight our consumers with more exciting, superior quality products at affordable prices. We have bold ambitions and are becoming more agile and future ready. We rank number 1 in hair colour, household insecticides and liquid detergents and number 2 in soaps. In India, you grow up with our brands – Good knight, Cinthol, Godrej Expert, Godrej No. 1 – and we are now on our way to becoming an emerging markets FMCG leader. In line with our 3X3 approach to international expansion, we are building a presence in 3 emerging markets (Asia, Africa, Latin America) across 3 categories (home care, personal wash, hair care). In 2010, we acquired the Indonesia based Megasari group, a leader in household insecticides, air fresheners and baby care. With the acquisition of Rapidol and Kinky in South Africa, the Darling Group, a leading pan-Africa hair care company, and Frika, a premium hair care brand, we have a strong presence in the fast growing African hair care market. We acquired the Issue and Argencos groups in Argentina, leaders in hair colour, in 2010, and expanded our footprint to Chile through the acquisition of a 60% stake in Cosmetica Nacional. Our UK business acquired in 2005 has a play in hair and personal care. We also operate in the Middle East and have a strong presence across SAARC countries. Read more at www.godrejcp.com

How Vritti iMedia Mastered success mantras of the rural marketing?

rural marketing / By

Indian rural market is different and peculiar in many aspects. Firstly, people are more skeptical about product pricing. Secondly, they arent quite conscious about the brand. In this situation, a marketing company has to derive separate strategies for the urban and rural markets. Statistics proves that not many of the marketing companies established a grip over rural marketing strategies as Vritti Media did. It has performed exceptionally well in the past with innovative ideas and solutions that got a massive hit. With an increase in the disposable income and a grand influence of lifestyle products by constant hammering of television commercials, the buying philosophy of rural population shows a great change. They are gradually becoming brand conscious and not paying much attention to the price tag. Vritti iMedia is amongst a handful of companies that realized the immense possibilities of this market. The company has long-term goals of pioneering in the marketing ideas using the convergence of technologies. Use of Mobile marketing, Ecommerce, and digital technology in the interior markets will change the rules of the game. The success of Vritti iMedia is the outcome of clever marketing strategy The company did many experiments earlier, and it has developed knacks and tricks after many permutations and combinations. Now the team knows what the rural consumers want and what appeals them? Since there is a reasonable saturation in the urban market, it is a wise business strategy to move towards the interior areas. Since it is an unexplored market where unstructured marketing and local brands still have a good grip, those who make an early presence hit the nail on the head. Another success mantra is market expansion. Vritti Media aspires to be a Pan-India player in the targeted time span, and the focus is on setting up strong processes that can be quickly replicated across the country. Certainly India is a diverse country where local factor put a considerable impact, but the company looks forward developing a generic strategy that works everywhere. Scaling up the current successful marketing campaigns to other parts of India will bring high profitability and value for money. Since the fundamentals are in place, there is no need to reinvent the wheel. With the unmatched clarity about marketing strategy and meticulous planning and execution, Vritti iMedia has performed brilliantly in the past. The success story will be repeated further by replicating the successful strategies to virgin markets and developing out-of- the-box ideas for already established ones.

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.

Rural Brand Building and Communications

rural advertising, rural marketing / By

Till 90s brand building in the rural market was virtually non-existing. Indian economy was moving at a slow pace, and there wasnt much brand awareness even in the urban areas. However, there has been a 180-degree change in the scenario after open economic policies and globalization. We see all world-famous brands showing their presence in the Indian markets and brand building is not limited to the glossy urban malls and shopping arcades, but it penetrates up to the smallest village located in the interiors of the district. Marketing Gurus spend considerable time and energy in designing effective brand building and market communication strategies. Vritti Media is the leading marketing agency with a perspective that is with a unique perspective. It has been remarkably successful in building brands strongly in the Indian rural markets. The company created a history by conceptualizing a groundbreaking concept Audiowala Bus Stand. It is a massive hit in the southern states of India. Rural marketing strategy is different Experts know that the challenges in creating the marketing strategy for the rural market are totally different. It is important that the brand should associate with the lifestyle and thinking of the rural people. Brands that entered the rural market with the same marketing strategy which was quite successful in the urban world got major setback. There are several examples of it. Since people didnt relate to the identity, the product didnt click them. When a seasoned agency such as Vritti Media conceptualizes branding strategy for the rural world, it makes sure that it talks the language of its consumers. It gets identified with their lifestyle and connects well with them. The rural segment is highly brand loyal This peculiar characteristic of the rural India has been substantiated by several market research projects. When these consumers establish trust in a product, they stick to it till there is a huge gap between expectations and fulfillment. It is needless to mention that designing an effective brand building strategy ensures perpetual yield. Hence, Vritti Media burn their midnight oil in deriving concepts that are long-lasting. They dont just tweak urban strategy here and there to fit into the rural world. Rather, they derive innovative and relevant ideas that lure the audience. An in-depth understanding of the people, their likes & dislikes is required for effective brand building strategy. Only those who know the pulse of the market can do it well.

Entrepreneurs in rural areas to multiply soon with developing technologies

rural marketing / By

Entrepreneurs spread across hundreds and thousands of small and medium towns of India dream a huge expansion in business using the Internet. Giant IT and Ecommerce companies join hands to offer digital marketing courses to the budding and established business owners. As high-speed Internet becomes a reality in rural areas, it is possible to explore further business opportunities. Experts say that it is a big issue to find skilled resources that can develop ecommerce websites, manage and optimize the same by using digital marketing concepts in the rural market. With big players entering in a structured manner, it becomes easy and approachable. It is said that there will be hundreds of the centers PAN India offering training and accreditation at reasonable fees. It is termed as Digital Literacy Movement which will change the face of the Rural India. Technology breaks new grounds for rural entrepreneurs Rural entrepreneurs have the upper hand in profitability because they operate in areas where the overhead expenses are low. Also, the products are consumed in the rural market where promotion and marketing costs are also low. Thus, the digital marketplace is further lucrative for them. They can use the Ecommerce platform to sell products in the surrounding areas. After the digital awareness, it will be quite easy for the users to buy products online. In the long run, rural entrepreneurs will find the Ecommerce market more lucrative and profitable than their urban counterparts. Since the products are consumed in the local markets, logistics costs are also less. Hence, it is a superb value proposition for entrepreneurs. Comprehensive plans are being prepared to build and launch extensive training programs for Small and Medium Enterprises spread in the rural areas. It is important that the idea gets well promoted among the rural entrepreneurs. There should be enough motivation and Gung-Ho. Else, the success of the campaign will be a question mark. It is in line with the latest initiatives The government of India wants to make the Digital India a huge success. It will enable the rural entrepreneurs to use the Internet for business development. Since the entrepreneurs and users both are indigenous, Make in India will also consequently gain the strength. The Ecommerce business developed by them is predominantly for the rural market but not limited to. It is possible for any buyer sitting the nuke and corner of the world to purchase it online. Hence, it is a rural marketplace with global reach!