RURAL MARKETING

SALES PROMOTION STRATEGIES

IN
RURAL MARKET

Submitted By:-
VIKAS DUBEY (B44)
ASHISH TIWARI (B35)
OVERVIEW OF RURAL INDIA

Two third of the country’s consumer lives in rural areas.
areas.

Almost half of the national income is generated from
rural India

The Indian rural market with is vast size and demand
base offers great opportunities to marketers.
marketers.

The rural market account for half the total market for
Lights, fans, pressure cookers, bicycles, washing soap,
salt, toothpowder, etc.
etc.

The rural market for FMCG products is growing much
faster than the urban counterpart.
counterpart.
 INTRODUCTION
 Promotion is the process of marketing
communication to inform, persuade, remind
and influence consumers or users in favour of
your products and service
service..
 Dabur Amla oil
 Recently in villages of Madhya Pradesh on the
occasion of Durga Pooja. The company made
their tents/ pandals, next to Mandirs and
sharing their products with prasad and giving
free sachet and trails to the followers those
were coming for prayers in the mandir.
 Shivpuri, Pohri, chachai, these are the villages
of madhya pradesh where Dabur has used this
strategy.
Brooke Bond Lipton
India Ltd (BBLIL)
Brooke Bond Lipton India Ltd (BBLIL) markets its rural
brands through magic shows and skitsskits.. Reckitt and Colemen
uses NGO's in rural areas to educate customers about product
benefits which establishes one to one communication channels
channels..

HLL's ‘Operation Bharat’ to tap the rural markets

markets.. Under this
operation it passed out low low––priced sample packets of its
toothpaste, fairness cream, Clinic Plus shampoo, and Ponds
cream to twenty million households.
households. Today, these brands have
a flourishing market in rural India.
India.
 Nestle India
 In this festive session, Nestle India trying to
penetrate its market more in rural areas.
areas.
 As compared to urban market, they are
providing greater margins to the distributors,
such that they play the parts of opinion leader
and influence customers to buy its product.
product.
 This is applicable in various parts of Madhya
Pradesh like anuppur,
anuppur, bijari
bijari,, kotma etcetc..
providing extra 2 to 5 % extra margins.
margins.
 They are also proving their products in credit
basis directly to the retailers.
retailers.
Dabur uses Astra to boost rural sales
Shopkeepers selling Dabur India's consumer products would now learn
marketing through role-
role-plays staged by professional actors at their shops
shops..
As part of a recent initiative titled Astra, advanced sales training for retail
ascendance, FMCG major has recruited 75 sales and HR managers across
the country who would educate over 2,000 distribution channel partners of
the firm about the complexities of sales and distribution through the audio-
audio-
visual medium

Dabur has a distribution reach of 25 lakh retail outlets across the

country.. About 75 per cent of the company's sales come form rural areas,
country
hence, it has created the Astra training consultancy module in five
vernacular languages, Bengali, Tamil, telungu, Malayalam and Kannada
 PHILIPS INDIA LTD. - ELECTRONIC ENTERTAINMENT
EQUIPMENT

Objective - promote Phillips Electronic Entertainment products, viz., Stereos and

CTVs, among the rural population of Tamil Nadu.

Communication Strategy - Based on information regarding buyer behavior.

'Philips Super Shows' were conducted in five district headquarters with the intention of
motivating dealers as well as opinion leaders to generate word-
word-of mouth publicity, as a first
step.

This was followed by extensive van operation in 5000

5000++ population areas
with audience participation techniques for mouthing the brand, supported
by mass media campaign in regional press (district wise edition), rural
cinemas, radio, wall painting and intensive merchandising activities
activities..
 Paras India
 For the rural market the company is providing
stationary at very low price in various place of
M.P.
 The Pen refills that were originally of other
company cost of high price the company is
providing the refills @ Rs 1. that will be
universally fitted in all the pens.
 Stationary items are customized according to the
need of rural areas.
Marico Industries - Parachute Coconut Oil Pouches

With the objective of creating awareness for Parachute Coconut Oil

pouches in towns with less than 20
20,,000 population in Tamil Nadu, and
in order to convert loose oil buyers into Parachute pouch customers,
Marico Industries launched a van campaign
campaign.. The communication
Strategy focused on getting women out of their homes to participate in
the van campaign, which was aimed exclusively for them and for the
first time conducted by women.
women.

Result - A study by Marico showed a 25per cent conversion from loose

coconut oil usage to Parachute Pouch Pack, post van campaign and a
substantial increase in sales from the campaign areas
 ACC Limited - ACC Suraksha
Cement
In a market dominated by graded cements in the semi
urban/rural areas of Karnataka, ACC Cement ventured out to
establish the superiority of ACC Suraksha blended cement and
build an image of a Premium Cement for the brand brand..To reach
the opinion leaders viz viz.. Architects, Engineers, Contractors,
etc..,the assistance of the regional local press was sought and
etc
other Direct Marketing efforts such as field meetings with
small groups of masons & customers were used used..

Result - A post
post--campaign study initiated by ACC revealed
tangible improvement in off off--take in the state of Karnataka
andan extremely positive response from dealers, who believed
that the campaign helped in strengthening their hands
hands..
Source:: Anugrah Madison
Source
Advertising Pvt
Pvt.. Ltd
Ltd..
SOME MORE POMOTIONAL
STRATEGIES
 TREE BOARDS

These are painted boards of about two square feet in dimension

having the picture or name or slogan of the product painted on it.
The cost of such a painted board is about Rs.80. These boards are
fixed to the trees on both sides of the village road at a height of
about 10 feet from ground level. These boards attract the attention of
slow moving vehicles like cycles, bullock carts and tractors and
people walking on the road. Considering the poor condition of roads,
even the buses move at slow speed through village road. Fertilizer
and pesticide companies in rural areas
 Wall Paintings

 It is an effective and economical medium for

communication in rural areas, since it stays
there for a long time depending upon the
weather conditions. The cost of painting one
square foot area is just Rs.10.
THANK YOU