Professional Documents
Culture Documents
Rural Marketing Updated
Rural Marketing Updated
Prof.Vidhya Srinivas
Defining Rural India
Organisation Definition Limitations
NSSO rural not defined
( Census) Population density < 400 / Sq Km
75 percent of the male working
population is engaged in agriculture
No Municipal corporation / board
Source: The Rural Marketing Book- Text & Practice, Kashyap. P and
Raut. S ( 2007)
Defining Rural Marketing
National Commission on NGOs Corporate Rural
Agriculture Marketing Definition
Mobile Penetration
Route to Brand Building in
Rural
Build Empathy / Relevance
Nokia Life Tools for farming and rural
community
Agri information to farmers in association
with Reuters
Imparting of knowledge of English language
to students by teaching one new word every
day
Build Recognition
Aspiring
Middle Class
Bottom of the
Pyramid
Ideal Media Strategy for Reaching
Rural Audiences
Rural Cinema
Mass Media Radio
RURAL
Plus MASSE TV
Direct Marketing Opinion S Un-
Efforts Leaders conventional
Media Focused
Events
Other Points to Remember
Understanding the Characteristics of
the Rural Masses
Very intelligent and clever cannot
be easily hoodwinked.
Daily activity is routinised
Plenty of time / No Sundays
Very conscious of value for money
Understanding the Characteristics of
the Rural Masses
Does not like to pay extra for frills he
cannot use.
Eg. Colour TV
High involvement in any product
purchased
Eg. Durables
Characteristics
Perceptions, traditions, values
vary from state to state and in
some cases from region to region
within a state.(MRF Bullock Cart
Tyres)
Divisions based on caste,
community and other hierarchical
factors continue to exist.
So how do we communicate with the Rural Folks?
Amitabh Bachchan
Rural Communication
Keep the communication simple
No scope for gimmicks
Taketime in communicating the
message
Quickies have no impact.
Think in the local language to
capture the local spirit in the
communication aimed at specific
region.
Rural Communication
Demonstration a key element
for success
Shampoo Demonstration
Dalda
Vanaspathi
Demonstration
Demonstration
Analogies help in better comprehension.
Examples
Mahindra tractors
Lifebuoy Soaps
Rural Communication
Television does not distinguish
between urban and rural
You may be able to get away with
a common TVC for both urban and
rural audience particularly for
FMCG products provided your
communication is not
gimmicky, suggestive and is
easy to comprehend.
Rural Communication
But when it comes to Durables, where
rational decisions are involved, it is
advisable to target the opinion leaders
first.
While urban oriented TVC may register
with opinion leaders and help create
awareness, for real impact down the
line, a region specific and need specific
communication programme has to be
devised which provides for
demonstration and touch & feel of the
products.
Important
Rural Urban Divide in terms of
communication continues to exist
Hence need for different
communication packages focused
on rural audience
Examples of different treatment for
urban and rural