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MARKETING

ROLE OF MEDIA IN RURAL


MARKET
INTRODUCTION

Rural marketing is different from agricultural


marketing.
According to the National Council of Applied
Economic 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 of
urban.
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
PROMOTIONAL STRATEGIES

Formal Media Informal Media

Newspapers and magazines Farm-to-Farm/House-to-House


visit
Television Group Meetings

Radio Opinion Leaders

Cinema The Melas/Fairs

The Haats
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
Formal Media

News papers & magazines


18% of reach to rural areas

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

Audio Visual Publicity Vans (AVP Vans)


SAMRAT
Companies using Informal
Media

Brooke bond India Ltd.


HLL
Rajdoot
Bajaj
Nirma
Colgate Palmolive
Companies using Formal
Media

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

The rural advertising needs some innovative


and alternative media to woo the customers
and by designing and adopting effective
strategies and proper use of resources,
marketers can overcome these barriers and
explore the opportunities lying untapped in
rural market to achieve organizational goal-
profit maximization.