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ADVERTISING STRATEGIES IN RURAL MARKETINGSubmitted by:-Nidhi Kumari
RURAL COMMUNICATION….
We need special attention…. Market is huge….. And market is heterogeneous And further it has got some special
characteristics…. Why…
FURTHER WE HAVE SMART COMPETITORS
AND WE ALSO KNOW……
Competition is tough
CAN ADVERTISING HELP?
HOW, WHAT COMMN, DO….
Will help you
To be competitive.
To plan your strategy strategically.
To economize your resources.
To be the favorite of your stakeholder.
RURAL CUSTOMER…. UNDERSTAND THEM
A RURAL CONSUMER
Illiterate but not unintelligent.
AN INTELLIGENT THINKER…
Loyalty to regional brands.
Brand stickiness
Understand symbols and colours better
so what we try to do???
AN HARD BARGAINER…
Has his own way of evaluation… (‘touch and feel’ of product)
TAKE A CASE OF AGRI-SECTOR IN RURAL MARKET
Where are we….
AGRO-NEEDS
In-farm Out-farm For-farm Nutrients implements finance Seeds Machines Insurance fertilizers pipes Knowledge weedicides Diesel value-add Pesticides Maintainace
Many needs few Brands….
PURCHASE TRIGGERS
Seasonality - What ever BEST is available Used Before - Peace of mind Endorsed - Peer recommendation trusted Cash/Credit -Affordability
Where is the Brand ?
AGRO ADVERTISING
No brands, no advertising
‘Me too’- communication efforts
Posters Farmer meets Leaflets Demo farms
RURAL MARKETING COMMN... SAME YEAR AFTER YESAME YEAR
RURAL MARKETING COMMN.. ONE FOLLOWS OTHER…
WHAT TO DO?
Opinion leaders at the top of the hierarchy continue to play an important role in the decision making process.
In spite of multiple sources of communication few steps flow of communication continues to dominate the communication process.
CONTD…
Women and children are emerging as demand generators.
Word of mouth recommendation by users and sheer familiarity have a strong role to play in influencing decisions.
Apart from Opinion Leaders, educated village youths are increasingly influencing decisions especially of lifestyle products.
CARE FOR EVERY ONE….
IDEAL ADVERTISING STRATEGY…
KNOW THE LOCAL LANGUAGE…
Telgu… Orriya… Tamil… Etc..
LG’S ADVERTISING STRATEGIES FOR RURAL MARKET…
LG launched its first low priced TV for rural consumers..
-Sampoorna- Rs.3000 -Cineplus- RS 4900
Promotion Mobile Vans Exhibition Road Shows
THANK-YOU