Advertisements done in rural areas, villages and remote areas of India

1. BRAND
ADVERTISEMENT
In Rural Market

2. Indian Marketers on rural
marketing have two understanding
•The urban metro products and marketing products can be
implemented in rural markets with some or no change.
• The rural marketing required the separate skills and
techniques from its urban counter part.

3. • Low priced products can be more successful in rural
markets
•Rural consumers have mostly homogeneous group with
similar needs, economic conditions and problems.
•The rural markets can be worked with the different
media environment as opposed to press, film, radio and
other urban centric media exposure.

4. Advertisement of Coca-Cola
(Acceptability pattern)
Contents Favor Non-Favor No Comment
Language and content of Ad. 72% 20% 8%
Back ground effect of Ad. 50% 20% 30%
expressions and communication styles of Aamir Khan 85% 15% -

5. BPL advertisement
Contents Favor Non-Favor No Comment
Amitabh Bachchan as a brand Ambassador 75% 20% 5%
The Action style of Amitabh Bachchan 65% 30% 5%
The language of Ad. 62% 20% 18%
Style of Presentation 77% 20% 3%
The concept of ad. 65% 20% 15%
Interesting and delightful Ad. 63% 17% 20%

6. Different Modes of promotions in rural
market.
Modes Favor Non-Favor No Comment
Hats 65% 30% 5%
Wall Paintings 40% 53% 7%
Melas 65% 20% 15%

7. How rural market gain popularity?
The attribute of rural marketing
Positive aspects
Innovative concepts
Unique approaches

8. Major strategies of Rural Marketers
•Mobile Van Activity
•Hoardings
•Demo
•Rally
•Showing advertisements during movies
•Gram panchayat, Mela

10. Major strategies of Rural Marketers
Mobile Van Activity
Hoardings
Demo
Rally
Showing advertisements during movies
Gram panchayat, Mela

12. Major strategies of Rural Marketers
Mobile Van Activity
Hoardings
Demo
Rally
Showing advertisements during movies
Gram panchayat, Mela

14. Major strategies of Rural Marketers
Mobile Van Activity
Hoardings
Demo
Rally
Showing advertisements during movies
Gram panchayat, Mela

16. Major strategies of Rural Marketers
•Pricing Strategy – Maggi
•Personal Selling – LIC
•Wall Paintings
•Word of Mouth

18. What Rural consumers believe in..
•Full Brand Promotion-One Point Selling
•Economical Product
•Durability
•Service
•Schemes

19. Dabur’s Strategy
• The 4th Largest FMCG Co.
• Retail reach is 25,00,000
• More than 360 products
• 4000 Employees
• 15 Manufacturing Plants
• Largest Natural & Herbal Products

20. Why Rural Market?
•Its Population is 72% of total Indian Population
•Literacy Level is more than 65% in 2001
•MART, a s specialist rural consultancy found that 53% of FMCG sales is done
in Rural Market
•Out of 2 million BSNL Mobile connections, 50% went to villages
•Rural Market is growing faster
•Its zooming ahead at 25% annually

21. Marketing Strategies
Promotional Strategy
TV
Radio
POP Display
Newspaper
Wall Painting
Contests in Melas
Sales Promotion

22. Marketing Strategies
•Astra – To boost the Sales
•Regional Branding
•Distribution Strategy

23. Fake Brands
•Small Brands don’t fear to copy big brands.
•There are more than 50 copycats of mostly
all brands.

24. Eg:-

25. But that’s what works in rural
market…

26. Facebook’ Initiative
Free
Basics

27. Diamond Chips
• By Prataap Snacks
• Best Available
Substitute
• Not Cheap, But has
more quantity

28. Suggestions
• 1) Rural consumer environment must be understood before the
creation of ad.
•2) Rural mindset accepts the brands easily, which are close to their
culture. This point must be reflected in ad for rural markets.
•3) Sponsorships to the Melas and Hats must be considered in a
significant manner.
•4) Selection of brand ambassadors, lyrics must not be ignored in this
regard. They have a special liking for folk culture so this can be taken
in an effective utilization of brand promotions.

29. Conclusions
•The Language and content must be according to the
suitability of rural environment.
•Background figures are also a deterministic factor.
•Admissibility of brand ambassadors plays an important role
in this regard.
•Special promotion measures are the strong applicable
factors in this regard.