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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
PROMOTIONAL STRATEGIES
The Haats
Continuation…………
Television
27% of reach to rural areas
Formal media…..
Radio
Kerala (62%) followed by Tamil Nadu
(35%) and Karnataka (32. %).
Cinema
65% of the earnings from cinema are
from rural markets as 29% of rural
people watch cinema as regular lifestyle
Formal Media....
-Point of Purchase
Display of hangings, festoons and product
packs in the shops will catch the attention of
prospective buyers
-Direct mail advertising
Direct mailers on consumer durables are sent
during the harvesting season
Outdoor….
-Wall Painting
TV, fans, branded coffee/tea, toothpaste, pesticides,
fertilizers etc.
-Tree boards
Fertilizer and pesticide companies in rural areas
Melas/Fairs
INFORMAL MEDIA
Farm-to-Farm/
House-to-House visit
Group Meetings
Opinion Leaders
The Haats
Informal medias….
Folk Dances
Product display contests
Field Demonstration
Interactive games
Informal…..
Folk Theater
Onida
Videocon
HLL
Eveready Batteries
Eicher Tractors
RCF
Mahindra & Mahindra Tractor
SUCESSFUL STORIES IN RURAL MARKET
Escorts
BPCL
Dabur
HLL's ‘Operation Bharat’
'Philips Super Shows'
Lifebuoy
CONCLUSION