Selling products of an established brand may not be a herculean task. But I found four tough elements connected with execution of this campaign at Gujarat: 1. Decline in sale of premium edible oil 2. Rural 3. Cuisine 4. Unavailability of premium products in sachets or in any other miniature form - Shampoo and cosmetic market in Rural India is still relying on this. What works in semi-urban area is either fear or benefit. And for rural population we should add faith as well. The presentation herewith explains the ways we have explored to present the product as a compulsion. *Please ignore any non-compliance of format rules and typos in the document as we take more pleasure in defining the undefined!

1. Rural Marketing Road Map for Gujarat (2014 – 2015)
LITTLE IS
ENOUGH
GoRural India Pvt. Ltd.
Hyderabad

2. ESTABLISH
THE BRAND
REACH OUT TO
RURAL AND
SUBURBS OF
GUJARAT
Gujarat
26 districts (226 talukas, 18,618 villages, 242 towns)
Rural population is 57.4% i.e. 3, 46, 60, 202*
Urban Population of the State is 42.6%*
*2011 Census

3. Develop Communication
Model and Execute
• Customized Communication for 5 major markets of Gujarat
• Focus on potential buyers with women and children as target consumers
• Present Deoleo as a preferred brand in local edible oil markets
• Solution based designs and direct marketing
Engage
Educate
Communicate
VALUE
PROPOSITION

4. Food and buying habits differ in 5 different
regions and meet the campaign as per
markets.
1. Kathiawad
2. Kachchh
3. North
Gujarat
4. Central
Gujarat
5. Surti Gujarat
2
1
3
4
5

5. Food: With good flavours and
served hot
Variety: Region based
Influence:
Family's tastes and customs

6. Target Group
Women and children
Communication to the market
Gujarat rural market’s communication is mainly dependant on visual and
community interaction and entertainment oriented
Product Line and Brand
• USP: Established name, and popular in urban segment
• Doesn’t come under essential part of FMCG, to the TG
Habits & Oil
• Market shift to cheaper cotton seed oil from groundnut oil
• Virgin market for olive oil sales; and production units exist
• Alternate oils are hardly used for cooking and recipes

7. Olive Oil Footprint : Government’s
initiatives to produce and market the same
Health care as a carrier: Breast cancer
awareness programs are in swing in rural
areas
Heart diseases awareness campaigns – as
every 20 people of Gujarat population are at
the risk of heart attack.

8. Advantage Deoleo _ Important Campaign Carriers
to create value proposition
• Environment to market the products as an essential one
Deoleo Heart Care Campaign in Rural Areas
Better reach to men, local doctors in villages and
local governments, and decision makers - with
Campaign partnership
Coastal Gujarat Cuisine of Kharwa community:
Pomfrets, khandwas, gedadas, surmai, prawns,
crabs, lobster, and narsinga – goes well with Deoleo

9. Advantage Deoleo _ Important Campaign Carriers
to create value proposition or establish compulsion factor
• Environment to market the product as an essential one
Florien deficiency in several places of Gujarat
and Deoleo as an efficient supplement to deal with
It. (Ref: Leading toothpaste brands are selling their
Products as Floride+, substantiating it with ppm)
Target women buyers leveraging the existing
government and NGO breast-cancer campaigns
going aggressively in rural areas of the state

10. Groundnut
Oil
Cotton
Seed Oil
Olive Oil
Groundnut
Oil
Cotton
Seed Oil
TREND
BIGGEST
CHALLENGE

11. CUSTOMER OUTLOOK ON
PURCHASE OF EDIBLE AND
LIFESTYLE PRODUCTS
Value for money
DIET
Sweet, salty and spicy
combinations have to be
retained
OIL
Loose oil – bottled oil –
cotton seed oil
ALTERNATIVES
AND TRADITIONAL
COMPETITION
IN COOKING AND
MASSAGE OIL
SEGMENT
• Sesame Oil
(as Tel Malish/ baby oil
during Summer)
• Mustard Oil (Winter)
• Vegetable Oil / Mineral
Oil (For massage)
• Ghee
• Well-known brands like
Vaseline and Johnson’s
(Baby care)
AVERAGE BUYING COST
PER 500gm
Normal Cooking Oil
@ Rs. 50/-
Deoleo product
@ Rs. 500/-

12. REALITY
Only 1/3rd the quantity
of other edible oils is
enough to cook in olive
oil.
The effective cost of
olive oil is 1/9th of its
actual price!
MYTHS ON TASTE: May not be a right option
for native flavours, taste lacks
Communication:
Gujarati Khaana is more tastier now
MYTHS ON COSTS : It’s expensive
Communication:
50 gm of olive oil = 500 gm of any other oil
COTTON IS NOT JUST AN OPTION
BUT A SENTIMENT IN THE LAND OF GANDHI
Communication:
A mnemonic as a proxy
SOLUTION

13. FEAR
BENEFITS
EMOTIONAL CONNECT
AND DRIVING ELEMENTS
FOR RURAL CAMPAIGN
COOKING
BENEFITS
COST
BENEFITSMULTIPURPO
SE
COSTS SAME
AS ANY OTHER
PREFERRED
BABY OIL
BRAND
ALARMING
RATE OF
HEART ISSUES
IN THE REGION
FLORIDE
DEFICIENCY
BREAST CANCER
PREVENTION
NATIVE
TOUCH
COOKING
COMPETETIO
NS AND
SHOWS
WITH
COMMUNITY
INVOLVEMENT
AND HANGOUTS
GO GREEN
AND GO
TASTY WITH
NON-VEG
TOO
gOlive
GORURAL’S
EXCLUSIVE
PROGRAM

14. LESS IS ENOUGH
A PROVEN
CAMPAIGN LINE
ADOPTED EARLIER
BY A FEW FMCG
BRANDS
E.g. Vim
Bru

15. PRINT
POSTER STICKERS
TO BE PASTED ON
AUTO-RIKSHAWS

16. PRINT
POSTER OR LEAFLET
DESIGNS TO BE
DISTRIBUTED AT
SUMMER CAMPS ON
BREAST CANCER
PREVENTION
ORGANISED BY
DEOLEO

17. INFLATABLE
BALOONS
TOCONVEY THE
BENEFITS OF OIL
THROUGH MODELS
IN LOCAL ATTIRE

18. MOBILE VANS
EQIPPED WITH
DISPLAY SYSTEMS,
PAMPHLETS,
INTERACTIVE TOOLS
TO RUN A
DEMONSTRATION -
DEOLEO OIL FOR
COOKING

19. Women Groups &
Mom-to-be
meetings
Cinema
theatresMobile van
campaign
Network building and
moving it to facebook
(For tier-2 towns)
Door to door
campaigns
Cardiac,
Cancer and
Dental Care
Programs
Festival
branding
Integrated rural
communication -
delivering
announcements
and events with
synergy of timing
and mediums
Folk arts
for awareness
Cooking programs
and shows
Market day
activities
Retail
activation
Posters and
stickers
Blimps
Mass Communication Groups & Events One-to-one, with reports

20. PRINT - ELECTRONIC
CAMPAIGN SYNERGY
TO CONNECT THE
GROUND EVENT WITH
A SCHEDULED TV
PROGRAM AND TO
COMMUNICATE THE
SAME.
E.g. Awareness camp
shall be
complemented with a
popular TV Show
Cookery programs, contests and
medical shows to be advertised
through local events.

21. CONSUMERS
RETAILERS
DECISION
MAKERS &
INFLUENTIAL
PEOPLE SUCH
AS VILLAGE
HEADS &
NGOs
GOVERNM
ENTS &
POLICY
MAKERS
GORURAL
MEDIA
ASSOCIATES
GORURAL’S
CORPORATE
CLIENTS
E.g.
GoRural’s association of NGOs of national level
E TV Guarati or Jagarn to spread the activity through a relevant program
Corporate clients such as Mahindra, Reliance to sell the product through their stores like
Mom& Me, Reliance Fresh in tier 2 towns too,

22. Engage people of
5 different regions
based on local
lifestyle, strata
and events.
PILOT MODEL
TO KICK START
THE
CAMPAIGN BY
FOCUSING ON
QUICK
POPULATITY*
Well-to-do
villages
Well-connected
villages
Well-informed
villages
http://timesofindia.indiatimes.com/india/This-Gujarat-village-has-117-women-crorepatis/articleshow/27810721.cms
References:
* GoRural shall
work with sales
teams of Deoleo to
achieve optimal
benefits of
marketing.
http://timesofindia.indiatimes.com/city/ahmedabad/Gujarat-village-that-puts-metros-to-shame/articleshow/13309567.cms
http://archive.indianexpress.com/news/welcome-to-gujarat-s-first-wifi-village-no-thanks-to-govt/754683/
http://rokocancer.org/Gujrat
http://breastcancerawarenessgujarat.wordpress.com/about/
Potential Partner
http://www.cancerindia.org/news.html

23. • A Decade of Experience
• Strong presence in Andhra
Pradesh, Tamilnadu, Karnataka
& Kerala
• Serving India’s top companies in
Telecom, Beverages & other
industries
• Owns a fleet of vans for mobile
advertising, equipment and
audio visual systems
• Working with 115 folk art teams

24. STRENGTHS
Tailor-made solutions according to client’s budgets
Result oriented approach
Easy reach to government and non-government organizations all over India
Dedicated teams, GoDirect to serve Direct Marketing needs of the company
Proven track record in product activation
Support from existing clients
GPS monitoring of automobile units used for campaign
Event management teams for product launch, and for interactive events

25. PARTNERS
Urban Campaigns & Events OOH Advertising SBU – Farm to Home business
to connect Rural and
Urban markets
Corporate Communication &
MarCom Strategies
Door-to-door Marketing
GoRural India owns and partners with:
Balloons and Mascots for Campaigns

26. CLIENTS
INDUSTRY
Telecom
Beverages
Cement
Automobile
Electronics
Healthcare
FMCG
*Major clients for your reference

27. Thanks for
your attention
126 & 127 Swarnajanthy Complex
Ameerpet , Hyderabad - 500 018
www.goruralindia.in
Contact: +91 996 610 6666
sunil@goruralindia.in