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WehadagreatdiscussiononOrkutFMCGMarketersCommunityonRuralMarketing.Alsoiwasgoingthroughan
articlebyByTAROW(Indiantelevision.comTeam)TenStepapproachtoruralmarketing.Ifoundsomepoints
Recent Posts Widget
reallyrelevant.TitledDontFlirtwithRuralMarketing,thepresentationanalyzedthecurrentscenarioandoffered
usefultipsformarketerstohelpbuildtheirbrandsinruralIndia.ExceptforafewlikeHLLwiththeirProjectShaktiand
ITCwiththeirEChaupal,whichareruralinitiativeswithclearlongtermobjectives,RMstillmeansavancampaign,a Agency Bhadaas
fewbadlymadecommercialsascommentedbyAnugarhMadisonAdvertisingCMDRVRajan.Differentorganizations May 31, 2014
classifyruraldifferently.1.Forcompaniesintodurables,itcouldrangefromplaceswithpopulationoflessthen
500,0002.WhilefortheFMCGindustryitwouldimplyplaceswithpopulationsoflessthan50,000whycompanies
arehesitanttogoforRuralInitiatives
Inspire me! How to
Stimulate Fresh Thinking at
WhilemanycompaniesdocommenceRMinitiatives,mostendupwithroadblocksinthepilotstageitself Your Events
becauseofreasonsrangingfromoperational,toinadequatebudgets,forthepilotsthemselvesthatmostoften
May 30, 2014
whatisbeingtestedisnotthefinalrepresentationofwhatneedstoberolledoutlater
OnlyRs5billionisspentannuallyinIndiatowardsRMasopposedtoRs130billion(andthenumberisgrowing
yearonyear)allottedtomassmedia,especiallytelevision.Rajansaysthatclientsarereluctanttospendmoney 20 Moments Every Event
inRMbecausethereisnoestablishedyardsticktogaugetheefficacyofRMinitiatives,asisthecaseofTVand Planner Has Experienced
presswhichhaveTRPandNRS/IRSdatawhichhelpindecisionmaking.AccordingtoRajan,theRMAAIplans May 30, 2014
toaddressthisissuebyundertakingstudiestodevelopsomeguidelinesinthisfield
MostcompanieshavenolongtermstrategyorRMteamorRMbudget,Rajanargues,becausenomanageris
willingtostakehiscareerbythinkinglongtermwhenhissurvivaldependsonmandatoryquarterlyresults.This Your Attitude Towards Your
hasresultedintheratiobetweenabandonedandsuccessfulRMprojectsbeinghigh Mistakes?
SuccessfulRegionalBrands Feb 21, 2014

CavinCareChikShampoo Event management

MeeraHerbalPowder
Dec 05, 2013
FaireverCream
Anchor(100percentvegetariantoothpaste)
Gadidetergentpowder
DandiNamak
Powerbrandsoapsinthesouth
Reasonforsuccessofabovebrands

Mostofthemidentifiedasegmentwhichwasvacantintermsofproductandareaofoperation
Theyallstartedinsmallconcentratedmarkets,appealingtothelocalethosandaspirationsofthetargeted
area
Theircommunications,beitasimpleradiospotorawallpaintingoratheaterfilm,touchedachordinthetarget
audience
Mostimportantly,theirpolicieswereflexibleandtheycouldadapttothefastchangingmarketsituations
RajanhasevolvedatenstepapproachtocounterthemanymythsandproblemsthatcomeinthewayofRMand
exhortseverycompanythathasRMplanstofollow.Theyare:
 1. Commitmentfromthetopmanagement:Thismustbetotalandmanagementmustrealizethatitislonghaul
andaninvestmentintothefuture,otherwiseRMwillnotgivelongtermresults.HesitesHLLandITCexamples.
2. Gettingadedicatedtaskforce:RajansaysthatRMrequiresadedicatedmindsetwhichmanyurbanoriented
MBAsdontpossess.HesuggesthiringoftheRMteamfromstudentsfromRMinstituteslikeIIRMorstudents
withfireintheirbellyaboutRMfromsecondlevelinstitutes,thosewhohavetakenRMasanelectivecourse.He
alsoadvocatestreatingandpayingsuchemployeeswellandgivingthemanindicationoftheircareergraphsin
thecompany.HerevertstoanoldsayingYoupaypeanuts,yougetmonkeys.
3. SettingClearObjectives:Itisimportanttoclearlydefine,intheearlystages,thegoalsfortheRMinitiativeand
whethertheinitiativeisatacticalefforttoachieveincreasedsalesinspecificareasduringspecifictimeorbuild
strongequityforthebrandinRuralIndia.
4. UnderstandingtheMindsetofConsumers:Understandingofthemindsetoftheruralcustomerisimportantfor
theruralspecialisttocomeupwithacustomizedplanofaction.TheRuralmarketisheterogeneouswith
traditionsandculturesthatvaryfromstatetostate,evenregiontoregioninsomecases.Mostcompaniesequate
theirfindingsfromstudiesbasedonurbanIndiatotheruralsegmentandinitiateastrategybasedonthis.Rajan
saysthathisexperienceshowsthattheattitudes,fears,expectations,aspirations,comprehensionsofrural
customerstoproductsandbrandsaredifferentfromurbancustomers.Advantagesofsuchresearcharemanifold
becausetheygivevaluableideasfornewproductdevelopmenttosuitthemarket(acaseinpointarefrigerator
withatwelvehourbatterybackuptotakecareofthepoweroutagesinruralareas),ornewmethodsofphysically
reachingouttoruralfolks,alongwithinsightsintotherightcommunicationsstrategyanddelivery(media)
strategy
5. Ensuringavailability:Inmostcases,distributionisoneofthebiggestnightmaresthetaskofreachingproducts
to600,000plusvillagesisachallenge.TVCshaveraisedtheaspirationsoftheruralcustomerandmakeshim
demandtheproductfromthelocalshopkeeper,whothenbuystherequiredquantityfromthenearestfeeder,
marketsthathevisitsregularlyforhissupplies.Hencefeedermarketssuchastownsandvillageshaving
populationsof10,000to15,000initiallymustbeprovidedfortostartthefirststepstowardsRM
6. EvolvingaComprehensivestrategy:Acomprehensivestrategyinvolvingmultimedia(includingmassmedia,
wherenecessary)hasbetterresultsascomparedtothoseoneoffprojectswithlimitedgoals.
7. InvolvetheRegion:RMisahighlyregionalsubject,withacompanysregionalteamsbeingspecialistsintheir
respectiveregions.Involvingthemfromthewordgotoensureownershipofthecampaignbytheregion,andalso
gettingtheirinsightsandinputsinthedevelopmentimplementationofthecampaignisessential
8. Developingfullproofplanimplementation:Conductingapilotinonetalukinonedistrictofastatetogain
insightsfromit,beforeanationalrolloutofaruralcampaignisnotrealistic.Togetmeaningfulresults,bothin
termsofimpactandsales,thepilotmustcoveratleastasfewdistrictsofthestate,ifnotthewholestate.The
implementationplanmustbeascomprehensiveaspossibletoensurethatalltheelementstobecheckedout
areincludedintheplan.Implementationofanyruralcampaignrequiresmeticulousgroundlevelplanninganda
thoroughbriefingandtrainingofthefieldlevelpeoplebeforeexecution.Sufficienttimemustbegiventothe
agencytocheckoutalltheelements,beforegettingintothefield
9. Provideadequatebudget:Adecentbudgetcouldbespeltoutbyaruralspecialist,dependingonthetaskand
theregion.Ifthebudgetislimited,itshouldnotbespreadthinbytryingtolookattoomanymarkets.Ifacompany
feelsthatithasabrightfutureinruralmarketsorwouldliketotargettheruralmarkets,thenitisbettertoinvest
todaysothattheearlymoveradvantageisgainedtoreaprichrewardsinthefuture.Butmiraclesshouldnotbe
expectedovernight,neithershouldhopebelost
10. EvaluatingtheResults:ThethreeareasthatshouldbestudiedtounderstandthatimpactofaRuralcampaign,
accordingtoRajanare:Brandawareness,BrandConversion,Increaseinsales
RajanconcludedbysayingthatRMisamarriage,whichtobesuccessfulneedssustainedeffortsandlongterm
investmentintermsofthecompanysresourcestokeepitgoing.Ifitistreatedasaflirtationoraonenightstand,the
resultsreapedwillbetemporaryandunsustainable.

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