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8/6/2019 Rural Medias
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MARKETING
ROLE OF MEDIA IN RURAL
MARKET
8/6/2019 Rural Medias
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INTRODUCTION
Rural marketing is different from agriculturalmarketing.
According to the National Council of AppliedEconomic Research (NCAER), an independent,non-profit research institution, rural households
form 71.7% of the total households in the country.
The Rural population is nearly three times that ofurban.
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SIGNIFICANCE
Saturation of the urban market
Vast market for consumer goods.
The distribution task involves covering several lakh
villages.
Rural consumers form one homogenous group with
similar needs, values and aspirations
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PROMOTIONAL STRATEGIES
Formal Media Informal Media
Newspapers and magazines Farm-to-Farm/House-to-Housevisit
Television Group Meetings
Radio Opinion Leaders
Cinema The Melas/Fairs
The Haats
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Continuation
Point of Purchase Puppetry
Direct mail advertising Folk Theater
Outdoor advertisement Audio Visual Publicity Vans (AVP
Vans)
Tree boards Folk Dances
Wall paintings Product display contests
Bus boards Field Demonstration
Interactive games
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Formal Media
News papers & magazines
18% of reach to rural areas
Television
27% of reach to rural areas
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Formal media..
Radio
Kerala (62%) followed by Tamil Nadu
(35%) and Karnataka (32. %).
Cinema
65% of the earnings from cinema arefrom rural markets as 29% of rural
people watch cinema as regular lifestyle
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Formal Media....
-Point of Purchase
Display of hangings, festoons and productpacks in the shops will catch the attention ofprospective buyers
-Direct mail advertisingDirect mailers on consumer durables are sent
during the harvesting season
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Outdoor.
-Wall Painting
TV, fans, branded coffee/tea, toothpaste, pesticides,
fertilizers etc.
-Tree boards
Fertilizer and pesticide companies in rural areas
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Melas/Fairs
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INFORMAL MEDIA
Farm-to-Farm/
House-to-House visit
Group Meetings
Opinion Leaders
The Haats
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Informal medias.
Folk Dances
Product display contests
Field Demonstration
Interactive games
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Informal..
Folk Theater
Audio Visual Publicity Vans (AVP Vans)
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SAMRAT
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Companies using InformalMedia
Brooke bond India Ltd.
HLL
Rajdoot
Bajaj
Nirma
Colgate Palmolive
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Companies using FormalMedia
Onida
Videocon
HLL
Eveready Batteries
Eicher Tractors
RCF
Mahindra & Mahindra Tractor
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SUCESSFUL STORIES IN RURAL MARKET
Escorts
BPCL
Dabur
HLL's Operation Bharat
'Philips Super Shows'
Lifebuoy
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CONCLUSION
The rural advertising needs some innovativeand alternative media to woo the customers
and by designing and adopting effectivestrategies and proper use of resources,marketers can overcome these barriers andexplore the opportunities lying untapped inrural market to achieve organizational goal-profit maximization.