Description
Ppt describes communication medium & methods used while marketing in Rural areas. It includes the discuddion of Marketing communication mix, Advertising, Sales promotion, Personal selling, Publicity and public relations. It includes examples from tata motors, MRF etc.
COMMUNICATION MEDIA AND METHODS
• Marketing communication mix • Advertising • Sales promotion • Personal selling • Publicity and public relations • All these tools have one common objective i.e. communicating a message to the consumer
COMMUNICATION MEDIA AND METHODS
• Integrated Marketing Communication •Companies make use of different promotion media and methods to pass on the message about products and services to consumers. •Lack of clarity and consistency in the message from different sources may lead to confusion in the mind of the target audience.
COMMUNICATION MEDIA AND METHODS
• Integrated marketing communication combines various promotion media and methods to produce clarity, consistency of messages and maximum impact on target audience
COMMUNICATION MEDIA AND METHODS
• The promotion messages must describe the product features and benefits in terms of customer wants and desires. • For effective communication, sender and receiver must have a common background of experience i.e. a common culture, common language so that they will be able to create messages that will be easily understood.
COMMUNICATION MEDIA AND METHODS
• Think Global and Act Local should be the focus of rural communication • There are certain features like simple living, high personal relations, speaking through the heart, traditional life style in tune with nature, family values, traditional belief, hard working nature, aspirations of rural youth etc which have to be considered for effective rural communication.
COMMUNICATION MEDIA AND METHODS
• The problem solving/need satisfaction approach is better while transmitting the message. • The advertisement message should revolve around family, affection, love, success, welfare of the society. It should also focus on solving the problems of the villagers
COMMUNICATION MEDIA AND METHODS
• With regard to message form, we have spoken and written words, picture and music. A picture communicates a message very easily. Spoken word is also an effective communication tool. • Use of local phrases, idioms will strengthen the message. The message should be simple and easy to understand.
COMMUNICATION MEDIA AND METHODS
• Music contributes to effective communication. An audio-visual is an effective advertising medium. • Vim Khar Khar Challenge TV commercial features ladies struggling to scrub and clean utensils making a rough noise( Khar khar in Hindi language denotes noise) with an ordinary washing bar and Vim bar is shown as a solution to the problem
COMMUNICATION MEDIA AND METHODS
Tata Motors introduced sturdy four wheeler commercial vehicle-ACE in semi-urban and rural market. Road shows were conducted in selected villages. ACE was called “Baby Elephant” compared to Tata Truck that represents “Mother Elephant”
COMMUNICATION MEDIA AND METHODS
• THREE FACTORS TO BE KEPT IN MIND WHILE SELECTING THE MEDIA
• The market to be reached • The pros and cons of a particular medium • The most appropriate media to reach the particular market
COMMUNICATION MEDIA AND METHODS
• The promotion media and methods could be broadly classified into formal and informal/rural specific media. The effectiveness of different media and methods depend upon the products, profile of the consumer and market environment.
COMMUNICATION MEDIA AND METHODS
• Studies conducted have shown that mass media such as TV, Radio, printed materials are very useful in creating awareness and interest where as product demonstrations, farm to farm visit and opinion leaders would stimulate action among consumers.
COMMUNICATION MEDIA AND METHODS
• • • • • •
FORMAL MEDIA News papers and magazines Television Radio Cinema Outdoor advertisement ( Hoarding, Wall painting) • POP materials • Direct mail advertising • Literature/posters
COMMUNICATION MEDIA AND METHODS
• MEDIA REACH IN RURAL MARKET (Ref IRS) • % of rural adult population
Media
Rural
Urban
All India
Press
Radio TV Satellite Cinema
14%
18% 36% 5% 16%
(50%)
46%
18% 78% 35% 31%
23%
18% 47% 13% 20%
COMMUNICATION MEDIA AND METHODS
• TV reach is high in Kerala (63%), TN(54%),Karnataka(51%), AP (41%) and low in Rajasthan(14%),Bihar (17%), Assam(26%) • A variety of national and regional products are advertised in local television channel • Examples: Lifebuoy, Lux, Chik, Medimix, Bingo, Butter fly applances,Tractor, Fertilisers, Challenge etc
COMMUNICATION MEDIA AND METHODS
• English news papers: Poor
media for promoting products and services
• Regional news papers and magazines are to be preferred • Radio advt to be released before or
immediately after news (Example: Aya Naya Ujala, Char Boondan wala)
COMMUNICATION MEDIA AND METHODS
• Cinema reach high in Southern states (40%) low in Rajasthan(5%), HP(3%),Gujarath(5%) • Advertisement films/slides could be screened • Examples:Vicks, Amrutanjan, Parachute, Lifebuoy, SPIC/Coramandel fertilisers, Mahindra tractors etc
COMMUNICATION MEDIA AND METHODS
• Wall painting is very popular in rural areas • Examples: Birla plus, Hero honda, Jaikisan urea, TAFE tractors, Suguna pumpsets, Bru coffee, Khaitan fans etc • Direct mail advertising • Examples: Agricultural inputs, Tractor, Two wheelers, Insurance etc
COMMUNICATION MEDIA AND METHODS
• RURAL SPECIFIC MEDIA AND METHODS
• Farm to farm/House to house visit • Examples: Bank deposits, Agri inputs, Tractors, Insurance, Two wheelers • Opinion leaders • Group meeting of consumers • Examples: Conducted by bankers, Insurance companies, MRF (tyres), inputs, TTK prestige
COMMUNICATION MEDIA AND METHODS
• AVP Vans
• Mela vans (Nippo batteries), Colgate, ITC e-choupal promotion, HUL
• Rural entertainment programmes • Example: Dasavathar, Tamasha, Navthangi etc • Lavnis(Coke promotion), Magic shows(Kadak Chap)
COMMUNICATION MEDIA AND METHODS • Melas • Trade fairs, religious fairs and cattle fairs • Examples: Coke, Pepsi, Lifebuoy, Asian paints(Pola fair), Dettol (kumbh mela) • Haats • Examples: Parachute, Nirma, Tiger brand biscuits • Product display contest • Examples: Asian paints, Colgate, Syngenta
COMMUNICATION MEDIA AND METHODS
• Product demonstration is based on the principle “Seeing is believing” • Examples: Hawkin pressure cooker, Paints Tractors, Fertilisers and pesticides • Field day • Examples: Agri inputs • Information centres • Examples; Hero Honda, Fertiliser companies, Bank of Maharashtra- mobile vans with touch screen computers Life style marketing
COMMUNICATION MEDIA AND METHODS
• MRF, manufactures of tyres, focused on educating the farmers about the advantage of using Nylon tyres for bullock carts. • They conducted what is known Nylon Cord breaking Contest with Pahalwans. • The bullock cart tyres became the brand leader in this segment within three years of the launch of the campaign.
COMMUNICATION MEDIA AND METHODS
• Life style marketing
• Examples: Participating in rural sports and festivals, Village adoption, Yield contest, educational scholarship • Mineral water companies supplying drinking water during summer festivals • Glucon D samples during Kabaddi • Input companies screening films in villages during festivals • Hero Honda stall near sugarcane factory during harvesting season
doc_843439254.pptx
Ppt describes communication medium & methods used while marketing in Rural areas. It includes the discuddion of Marketing communication mix, Advertising, Sales promotion, Personal selling, Publicity and public relations. It includes examples from tata motors, MRF etc.
COMMUNICATION MEDIA AND METHODS
• Marketing communication mix • Advertising • Sales promotion • Personal selling • Publicity and public relations • All these tools have one common objective i.e. communicating a message to the consumer
COMMUNICATION MEDIA AND METHODS
• Integrated Marketing Communication •Companies make use of different promotion media and methods to pass on the message about products and services to consumers. •Lack of clarity and consistency in the message from different sources may lead to confusion in the mind of the target audience.
COMMUNICATION MEDIA AND METHODS
• Integrated marketing communication combines various promotion media and methods to produce clarity, consistency of messages and maximum impact on target audience
COMMUNICATION MEDIA AND METHODS
• The promotion messages must describe the product features and benefits in terms of customer wants and desires. • For effective communication, sender and receiver must have a common background of experience i.e. a common culture, common language so that they will be able to create messages that will be easily understood.
COMMUNICATION MEDIA AND METHODS
• Think Global and Act Local should be the focus of rural communication • There are certain features like simple living, high personal relations, speaking through the heart, traditional life style in tune with nature, family values, traditional belief, hard working nature, aspirations of rural youth etc which have to be considered for effective rural communication.
COMMUNICATION MEDIA AND METHODS
• The problem solving/need satisfaction approach is better while transmitting the message. • The advertisement message should revolve around family, affection, love, success, welfare of the society. It should also focus on solving the problems of the villagers
COMMUNICATION MEDIA AND METHODS
• With regard to message form, we have spoken and written words, picture and music. A picture communicates a message very easily. Spoken word is also an effective communication tool. • Use of local phrases, idioms will strengthen the message. The message should be simple and easy to understand.
COMMUNICATION MEDIA AND METHODS
• Music contributes to effective communication. An audio-visual is an effective advertising medium. • Vim Khar Khar Challenge TV commercial features ladies struggling to scrub and clean utensils making a rough noise( Khar khar in Hindi language denotes noise) with an ordinary washing bar and Vim bar is shown as a solution to the problem
COMMUNICATION MEDIA AND METHODS
Tata Motors introduced sturdy four wheeler commercial vehicle-ACE in semi-urban and rural market. Road shows were conducted in selected villages. ACE was called “Baby Elephant” compared to Tata Truck that represents “Mother Elephant”
COMMUNICATION MEDIA AND METHODS
• THREE FACTORS TO BE KEPT IN MIND WHILE SELECTING THE MEDIA
• The market to be reached • The pros and cons of a particular medium • The most appropriate media to reach the particular market
COMMUNICATION MEDIA AND METHODS
• The promotion media and methods could be broadly classified into formal and informal/rural specific media. The effectiveness of different media and methods depend upon the products, profile of the consumer and market environment.
COMMUNICATION MEDIA AND METHODS
• Studies conducted have shown that mass media such as TV, Radio, printed materials are very useful in creating awareness and interest where as product demonstrations, farm to farm visit and opinion leaders would stimulate action among consumers.
COMMUNICATION MEDIA AND METHODS
• • • • • •
FORMAL MEDIA News papers and magazines Television Radio Cinema Outdoor advertisement ( Hoarding, Wall painting) • POP materials • Direct mail advertising • Literature/posters
COMMUNICATION MEDIA AND METHODS
• MEDIA REACH IN RURAL MARKET (Ref IRS) • % of rural adult population
Media
Rural
Urban
All India
Press
Radio TV Satellite Cinema
14%
18% 36% 5% 16%
(50%)
46%
18% 78% 35% 31%
23%
18% 47% 13% 20%
COMMUNICATION MEDIA AND METHODS
• TV reach is high in Kerala (63%), TN(54%),Karnataka(51%), AP (41%) and low in Rajasthan(14%),Bihar (17%), Assam(26%) • A variety of national and regional products are advertised in local television channel • Examples: Lifebuoy, Lux, Chik, Medimix, Bingo, Butter fly applances,Tractor, Fertilisers, Challenge etc
COMMUNICATION MEDIA AND METHODS
• English news papers: Poor
media for promoting products and services
• Regional news papers and magazines are to be preferred • Radio advt to be released before or
immediately after news (Example: Aya Naya Ujala, Char Boondan wala)
COMMUNICATION MEDIA AND METHODS
• Cinema reach high in Southern states (40%) low in Rajasthan(5%), HP(3%),Gujarath(5%) • Advertisement films/slides could be screened • Examples:Vicks, Amrutanjan, Parachute, Lifebuoy, SPIC/Coramandel fertilisers, Mahindra tractors etc
COMMUNICATION MEDIA AND METHODS
• Wall painting is very popular in rural areas • Examples: Birla plus, Hero honda, Jaikisan urea, TAFE tractors, Suguna pumpsets, Bru coffee, Khaitan fans etc • Direct mail advertising • Examples: Agricultural inputs, Tractor, Two wheelers, Insurance etc
COMMUNICATION MEDIA AND METHODS
• RURAL SPECIFIC MEDIA AND METHODS
• Farm to farm/House to house visit • Examples: Bank deposits, Agri inputs, Tractors, Insurance, Two wheelers • Opinion leaders • Group meeting of consumers • Examples: Conducted by bankers, Insurance companies, MRF (tyres), inputs, TTK prestige
COMMUNICATION MEDIA AND METHODS
• AVP Vans
• Mela vans (Nippo batteries), Colgate, ITC e-choupal promotion, HUL
• Rural entertainment programmes • Example: Dasavathar, Tamasha, Navthangi etc • Lavnis(Coke promotion), Magic shows(Kadak Chap)
COMMUNICATION MEDIA AND METHODS • Melas • Trade fairs, religious fairs and cattle fairs • Examples: Coke, Pepsi, Lifebuoy, Asian paints(Pola fair), Dettol (kumbh mela) • Haats • Examples: Parachute, Nirma, Tiger brand biscuits • Product display contest • Examples: Asian paints, Colgate, Syngenta
COMMUNICATION MEDIA AND METHODS
• Product demonstration is based on the principle “Seeing is believing” • Examples: Hawkin pressure cooker, Paints Tractors, Fertilisers and pesticides • Field day • Examples: Agri inputs • Information centres • Examples; Hero Honda, Fertiliser companies, Bank of Maharashtra- mobile vans with touch screen computers Life style marketing
COMMUNICATION MEDIA AND METHODS
• MRF, manufactures of tyres, focused on educating the farmers about the advantage of using Nylon tyres for bullock carts. • They conducted what is known Nylon Cord breaking Contest with Pahalwans. • The bullock cart tyres became the brand leader in this segment within three years of the launch of the campaign.
COMMUNICATION MEDIA AND METHODS
• Life style marketing
• Examples: Participating in rural sports and festivals, Village adoption, Yield contest, educational scholarship • Mineral water companies supplying drinking water during summer festivals • Glucon D samples during Kabaddi • Input companies screening films in villages during festivals • Hero Honda stall near sugarcane factory during harvesting season
doc_843439254.pptx