Name : Hrishikesh Nare Roll No : 63 Project: Rural Marketing Product: IDEA cellular Introduction: Rural marketing: Rural Marketing

is defined as any marketing activity in which one dominant participant is from a rural area. This implies that rural marketing consists of marketing of inputs (products or services) to the rural as well as marketing of outputs from the rural markets to other geographical areas. Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Rural areas of the country or countryside are areas that are not urbanized, though when large areas are described country towns and smaller cities will be included. They have a low population density, and typically much of the land is devoted to agriculture. Defra have a working definition, The Rural/Urban Definition, that was introduced in 2004 as a joint project between a number of Government Departments and was delivered by the Rural Evidence Research Centre at Birkbeck College (RERC). Marketing strategies that worked for urban markets do not necessarily work for the rural ones 1. Intra community influences are relatively more important than inter-community ones. Word-of-mouth in close knit communities is more powerful. 2. Scarcity of media bandwidth. Rural individual's access to media channels is limited and in the case of broadband the comparable upload and download speed may be slower. Online shopping is seen as a solution by many but will be dependent on broadband speed.[1] 3. Slow to adopt brands. Slow to give them up. Rural consumers will be slower to pick up trends or brands but will remain loyal when accepted. 4. Expenses are year long; income is seasonal. Many rural areas rely on seasonal tourism peaks when income will be high and to a lesser extent agricultural incomes from seasonal crops. This means there will be more disposable income at certain times with rural businesses and employees. 5. Information hungry; but entertainment starved. Isolation from entertainment centres has led to companies trying edutainment to get their message across. 6. Higher receptivity to experience advertising. Retail outlets in rural areas have many demonstration areas along with markets for tasting. 7. Commercially profitable; and socially acceptable. Brands with demonstrable local, rural, environmental and/or social credibility stand a better chance.

About product: IDEA Cellular

In 2000, Tata Cellular was a company providing mobile services in Andhra Pradesh. When Birla-AT&T brought Maharashtra and Gujarat to the table, the merger of these two entities was a reality. Thus BirlaTata-AT&T, popularly known as Batata, was born and was later rebranded as IDEA. Then Idea set sights on RPGs operations in Madhya Pradesh which was successfully acquired, helping Batata have a million subscribers, and the licence to be the fourth operator in Delhi was clinched. In 2004, Idea (the company had by then been rechristened) bought over the Escorts groups Escotel gaining Haryana, Uttar Pradesh (West) and Kerala and licences for three more UP (East), Rajasthan and Himachal Pradesh. By the end of that year, four million Indians were on the companys network. In 2005, AT&T sold its investment in Idea, and the year after Tatas also bid good bye to pursue an independent telecom business. And Idea was left only with one promoter, the AV Birla group. Rs 2,700 crore adding Punjab and Karnataka circles. Modis joint venture partner, Telekom Malaysia, invested Rs 7,000 crore for a 14.99% stake in Idea. Just around then, Ideas subsidiary, Aditya Birla Telecom sold a 20% stake to US-based Providence Equity Partners for over Rs 2,0000 crore. Competitors: Idea competes with 14 other mobile operators throughout India They are 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Aircel Airtel BSNL Loop Mobile MTNL MTS Ping Mobile Reliance Communications S Tel Tata DoCoMo Tata Indicom, Uninor Videocon Virgin Mobile Vodafone

POINTS TO REMEMBER Its very essential to have an effective marketing strategy while compiting with the well established compititors. Some of them have the good product characteristics and some of them are strong with their marketing campaigns To stand out and to provide effective solutions for our product (IDEA cellular) I have sorted out the below marketing tools & sales promotion to ensure the desired result for the same. Selecting the brand ammbasedor will be an important decesion to make as few of the compititors have made presence strong with their brand ambassedor Marketing campaing shoud have and social cause atttached to as to win the emotion and ego of the targeted audience will be an major objective

Target Audience : - All people which are eligible to use the cellular service in terms of Financially and Mentaly Duration of a campaign - One year Slogan for the campaign - WHAT AN IDEA SIRJEE in local language Eg: in marathi KAY IDEA AHE RAO !!! Brand ambassedor ABHISHEK BACCHAN as he is with the brand from past 3 years and people know him and his association with the brand. by Selecting ABHISHEK BACCHAN as a brand ambbasedor will make the communication with targeted audience esier and effective Tools will used for the MARKETING Hoarding at the local market place TVCs Local News papers Local radio Strategic tie ups In events and with other shopkeepers Campaign related to the Social cause Child Education

Tools will be used for SALES PROMOTION Free sim cards Special call rates Special rates for intenet for rural maket Family card discuont

Above tools have been selected keeping all possible points of the succseful effectiveness of the campaign.

TOOLS Briefly explianed below Hoarding at the market places : I will put the hoarding at the all local markets, Weekly markets, Bus stands and railway station to give the presence to the product at a larger scale. Footfall at these local places is extrimly good and all possible people will notice the presence of the brand effectively.

How creative will look ? Presence of the logo with standardised colour scheme Brand ambassedor in the local outfit to make the communication effective and emotionally attached Major information about the product and offers will be displayed on the hoarding

Expectations fromt the above tool To spread the awarness of the entry of the BRAND To create and emotional connect with the target audience To cover the larger area of visibility of the brand

Television commercials on local TV : I will broadcast the TVCs on the local channels, may be on regional channel in order to get the maximum reach to the desired target audience As there are less no of TV channel options available in the ruaral areas, the probality of the advertisent to get noticed is high.

How the TVC will be ? All TVCs will be in local language to make an emotional connect Based on social cause CHILD EDUCATION Secene 1 A smart girl chaild (Age around 10-12) is not getting permission to go to school, her parents are asking her to stay back at home to do household duties. Scene 2 When her father is resting in the aftenoon, she access the fathers phone and learn few things with the IDEA EDUCATION APP (preinstalled application teaching english READ & WRITE) It happens for several days Scene 3 On one day when she take the phone in hand for a regular learning, she finds few legal papers below the phone, she reads them well and got to know that the fraud is about to happen with her father Scene 4 when Her father is about to sign on few legal papers withoun reading it, she steps into the frame and prevent her father from sigining the papers and explains everything.

Then her father realizes the importance of education and thanks the IDEA EDUCATION APP Scene 5 Her father takes the step forward in the same cause and eduates other people in the village about the imporatance of the education. Scene 6 That village gets an award for the government of - 100 % literate village. Expectation from the TVC: To spread the importance of education in the ruarl area To make people aware about the IDEAs concern towards the rural markets To make an emmotional & egostic connect with target audience.

Local newspapers I will the advertisement in the newspapers about the curent offers and promotions, simply to educate the target customers Local news paper are read in the reral areas in detail

HOW the newspaper adv will look ? It will be based on the same theme of the hording displaing all possible curent offers and promotions in detail. Few points will also be shown explaining how idea is better than other service providers

Expactation from the adv : All readers should get an idea about the offers Maximum people should come down to the stores for connection To spread word of mouth Local Radio I will broadcost countinuous spots on the local radio to hammer the same message which is being displayed in the TVCs, Hoardings newspapers. A show will be sponsered by IDEA As there are less no of radio channels options available in the ruaral areas, the probality of the advertisent to get noticed is high.

Content of the radio clip There will be no. of audio clips will be aired featuring various offers & promotions Audio clip will be in local language and accent as well

Expactations from the audio clip : To aware people about the Periodic offers To take the listener to the shop to buy a new connection

Strategic tie ups In events and with other shopkeepers Strategic tieup with the ongoing and upcoming events such a fairs and festivals. Hording at the fairs & ebents .Cultural show will be sponserd by idea cellular Tieup with shopkeepers to make their signage with the idea logo and that will be too free of cost

An actual Campaign related to the Social cause Child Education An actual educational programe in the rural area to make people aware about the impotance of education and to increase the no of enrollmenrts in the school it wll complete the entire cylcle of MARKETING CAMPAIGN to ACTUAL ACTIONS TOWARDS CONCERN