A.

Introduction to the Case :

After the successful launch and consumer response HUL is planning to launch its Brand Cleopatra in the rural market.

B. A Situation : 70% of India's population lives in 627000 villages in rural areas. 90% of the rural population is concentrated in villages with a population of less than 2000, with agriculture being the main business. This simply shows the great potentiality rural India has to bring the much - needed volumedriven growth. This brings a boon in disguise for the FMCG Company who has already reached the plateau of their business urban India. C. Solution for the Situation:

Promotion of brands in rural markets requires the special measures. Due to the social and backward condition the personal selling efforts have a challenging role to play in this regard. The word of mouth is an important message carrier in rural areas. In fact the opinion leaders are the most influencing part of promotion strategy of rural promotion efforts. Different target segments require different marketing approach and rural market is no exception to it. Experience suggests that mere extension of urban marketing strategies in rural India will fail unless they are customized to the needs, ethos of rural India.

a. In the rural context, one of the best ways to capture the audience is

through Event Management.

b. Word of mouth is a big advantage in rural India as well. Several

creative communication media have been used by various companies to tackle the problem of having to use visual communication and non-verbal communication to reach the rural audience. This is required because a large proportion of the rural population cannot read or write.

c. Relevance of Mass Media is also a very important factor. Door

Darshan had already acquired high penetration in rural households.

d. Adopting the specific brand ambassadors in the rural marketing

context.

D. Benefits :
a. Event Management: Several companies trying to reach out to rural

consumers are exploring alternative cost effective channels. Direct selling through company delivery vans, syndicated distribution between non-competitive marketers, setting up of temporary stalls in rural melas/haats are few successful examples. Since rural areas have limited venues for entertainment, conducting an event in rural areas can bring a good response. Some of the interesting events that can be conducted are Road Shows, Melas, Street Theatre, and Film Shows and so on.
b. Word of mouth: Opinion leaders and people who are perceived to

be knowledgeable play an important role as information providers and advisors. Word of mouth has more significance in purchase decisions of rural consumers. Family members, relatives, and friends are consulted before making purchase decisions of higher-value products. Strong bonds provide that loyalty that turns out to be everlasting. Helps in recovering customer acquisition cost and also benefits by 'word of mouth' as it is more fruitful than television, direct mail and press put together. Getting together with small industries, dharmasalas, post offices or other rural outlets for advertising and marketing purposes can be quite useful.

c. Mass Media: Ad makers have learnt to leverage the benefits of

improved infrastructure and media reach. The television airs advertisements to lure rural masses, and they are sure it reaches the target audience, because majority of rural India possesses and is glued to TV sets!

d. Brand Ambassadors: Approval of a brand by a star fosters a sense

of trust for that brand among the target audience. This is especially true in case of new product. Celebrities ensure attention of the target group by breaking the clutter of advertisements and making the advertisement and the brand more noticeable. A celebrity's preference for a brand gives out a persuasive message and hence, because the celebrity is benefiting from the brand, the consumer will also benefit. E. Conclusion With Specific Inputs: Considering the budget constraints and effectiveness Event management and Word of mouth will serve most effective for the situation in hand. F. Issues to be Addressed : a. Geographical differences b. Cultural/Language Differences