Description
designing and profiling target customers of rural markets in done.
Brands like Dabur, CavinKare are discussed alongwith the impact of brand ambassadors.
Asian Paints is also studied as a rural marketing promotion perspective
Designing Promotions for Rural markets
Designing the Promotion
Determine communication objective Create Message content or appeal Evolving message structure Developing message format Choosing message source Selecting the channel Deciding on promotion mix Establishing promotion budget
Designing the Promotion
Determine communication objective
To achieve awareness amongst target audience To improve the product knowledge To persuade the customer to buy the product
Create Message content or appeal
Rational (Benefit) , Emotional (Positive/Negative) or Moral (Social)
Evolving message structure
Tall or Short, Linear or Non-linear - Lage raho
Developing message format
Print Ad – Headline, Color, copy - or October as Oatsober Radio – Words, voice quality TV - Words, voice quality& body language - Pakde raho
Designing the Promotion
Choosing message source
Expertise, Trustworthiness or Likability - Brand Ambassador
Selecting the channel
Personal – Dealers conference, Training Middlemen, Create Opinion Leade Non-Personal – Out door Ads in Events, Haat, Mela
Deciding on promotion mix
Sales promotion, direct mailing, publicity & personal Selling
Establishing promotion budget
Opinion Leaders Opinion Leaders
Sarpanch Successful farmer Village youth who go to city Village leaders School Head Master / Teacher Post masters Doctors Veterinary Doctor Bank Manager Educated youth School Children Electrician for Durables Salesman in retail outlet
Profiling Target Audience
Social Classes & Intentions
A Case study
What really made you to buy TVS 50 over Luna in spite of rigorous Ads of Luna?
1 Owners of Luna in my village had frequent problems 2 TVS 50 have good resale value 3 It can easily carry 50 to 75 kg of feed or fertilizer bag. 4 Fuel consumption is better- 55 to 60 km/lit. 5 Design looks very sturdy, 6 Spare parts are easily available 7 No break downs 8 Color is brown- no daily washing is required as against green or black.
Profiling Target Audience
Consumer Receptivity or Brand Recall
Literate vs Illiterate
A Case study
Lal Sabuon Chai Patti Govinda wala Thanda Teel Zhaagwal Sabuon Lal Dantamanjan Ghar ke andar ka rang Patla namak Chota wala sempoo Siir daar ki goli
Profiling Target Audience
Purchase Needs
A Case study – (IMRB study 2004) 1. One out of every five TV is gifted. One out of every two are gifted in dowry 2. 7 out of 10 farmers said – Main intention of buying Tractor is to hire it out 3. 8 out of 10 TVS owner said -Main intention of buying TVS is – breakdown free. Moped in spite of slightly expensive (Cost more by Rs 2000 in 2003) 4. One out of every 2 TV purchaser accepted that they will have few neighbors, who will be coming regularly to see TV in their house.
Profiling Target Audience
Community & Personal Value Proposition
1. They live in a open Society 2. Their purchases are influenced by social relations 3. Mostly see TV programs together. 4. Get embarrassed to see sensuous ads. 5. Promotion message will be more appealing if the element consist of community & personal values
Profiling Target Audience
Myth that the rural consumer will emphasis on home made product rather than baby care product of Dabur Wrong perception by the marketers It is a Man who is decision maker rather than housewife in this case
Profiling Target Audience
Cavin Kare – Chik Shampoo in 1983 A successful case study of building brand in Rural India Cavin Kare was a market leader with nearly 38.8% of rural market share in shampoo
Joint promotions by Brands
Grameenon ke beech
Organized by Rural Communication & Marketing Ltd.
A joint by HLL, Parle, Colgate, M&M & Fevicol
Dabur Up graded from Lal Dantamangan to Lal Tooth Paste
Dabur Chyawanprash - Rural Promotion
Successful Brand Ambassador In Rural India
Successful Brand Ambassador In Rural India
Asian Paints – Case Study
Census India 2001 – Between 1981 to 2001 Pucca Houses doubled from 22% to 41% While Kuccha Houses Halved 41% to 23 %
NCAER Report
In 2002 – Annual household income in
Rural areas was Rs 56,630 Vs Urban areas was Rs 1,02,963
Number of people – 2001 Census
Annual Income Range (Rs) Over Rs 2,15,000 Rs 45001 to Rs 2,15,000 Rs 22001 to Rs 45,000 Rs 16001 to Rs 22,000 Up to Rs 16,000 Life Style Very Rich Consuming Class Climbers Aspirants Destitute Number of People (Cr.) 0.40 11.5 33.1 17.0 12.4
% of Rural Income Dispersal Projection – (1995-96 to 2006-07)
Annual Income Range (Rs) Over Rs 2,15,000 Rs 45001 to Rs 2,15,000 Rs 22001 to Rs 45,000 Rs 16001 to Rs 22,000 Life Style Very Rich Consuming Class Climbers Aspirants 1995-96 (%) 0.3 13.5 31.6 31.2 2006-07 (%) 0.9 25.0 49.0 14.0
Up to Rs 16,000
Destitute
23.4
11.1
doc_147049943.ppt
designing and profiling target customers of rural markets in done.
Brands like Dabur, CavinKare are discussed alongwith the impact of brand ambassadors.
Asian Paints is also studied as a rural marketing promotion perspective
Designing Promotions for Rural markets
Designing the Promotion
Determine communication objective Create Message content or appeal Evolving message structure Developing message format Choosing message source Selecting the channel Deciding on promotion mix Establishing promotion budget
Designing the Promotion
Determine communication objective
To achieve awareness amongst target audience To improve the product knowledge To persuade the customer to buy the product
Create Message content or appeal
Rational (Benefit) , Emotional (Positive/Negative) or Moral (Social)
Evolving message structure
Tall or Short, Linear or Non-linear - Lage raho
Developing message format
Print Ad – Headline, Color, copy - or October as Oatsober Radio – Words, voice quality TV - Words, voice quality& body language - Pakde raho
Designing the Promotion
Choosing message source
Expertise, Trustworthiness or Likability - Brand Ambassador
Selecting the channel
Personal – Dealers conference, Training Middlemen, Create Opinion Leade Non-Personal – Out door Ads in Events, Haat, Mela
Deciding on promotion mix
Sales promotion, direct mailing, publicity & personal Selling
Establishing promotion budget
Opinion Leaders Opinion Leaders
Sarpanch Successful farmer Village youth who go to city Village leaders School Head Master / Teacher Post masters Doctors Veterinary Doctor Bank Manager Educated youth School Children Electrician for Durables Salesman in retail outlet
Profiling Target Audience
Social Classes & Intentions
A Case study
What really made you to buy TVS 50 over Luna in spite of rigorous Ads of Luna?
1 Owners of Luna in my village had frequent problems 2 TVS 50 have good resale value 3 It can easily carry 50 to 75 kg of feed or fertilizer bag. 4 Fuel consumption is better- 55 to 60 km/lit. 5 Design looks very sturdy, 6 Spare parts are easily available 7 No break downs 8 Color is brown- no daily washing is required as against green or black.
Profiling Target Audience
Consumer Receptivity or Brand Recall
Literate vs Illiterate
A Case study
Lal Sabuon Chai Patti Govinda wala Thanda Teel Zhaagwal Sabuon Lal Dantamanjan Ghar ke andar ka rang Patla namak Chota wala sempoo Siir daar ki goli
Profiling Target Audience
Purchase Needs
A Case study – (IMRB study 2004) 1. One out of every five TV is gifted. One out of every two are gifted in dowry 2. 7 out of 10 farmers said – Main intention of buying Tractor is to hire it out 3. 8 out of 10 TVS owner said -Main intention of buying TVS is – breakdown free. Moped in spite of slightly expensive (Cost more by Rs 2000 in 2003) 4. One out of every 2 TV purchaser accepted that they will have few neighbors, who will be coming regularly to see TV in their house.
Profiling Target Audience
Community & Personal Value Proposition
1. They live in a open Society 2. Their purchases are influenced by social relations 3. Mostly see TV programs together. 4. Get embarrassed to see sensuous ads. 5. Promotion message will be more appealing if the element consist of community & personal values
Profiling Target Audience
Myth that the rural consumer will emphasis on home made product rather than baby care product of Dabur Wrong perception by the marketers It is a Man who is decision maker rather than housewife in this case
Profiling Target Audience
Cavin Kare – Chik Shampoo in 1983 A successful case study of building brand in Rural India Cavin Kare was a market leader with nearly 38.8% of rural market share in shampoo
Joint promotions by Brands
Grameenon ke beech
Organized by Rural Communication & Marketing Ltd.
A joint by HLL, Parle, Colgate, M&M & Fevicol
Dabur Up graded from Lal Dantamangan to Lal Tooth Paste
Dabur Chyawanprash - Rural Promotion
Successful Brand Ambassador In Rural India
Successful Brand Ambassador In Rural India
Asian Paints – Case Study
Census India 2001 – Between 1981 to 2001 Pucca Houses doubled from 22% to 41% While Kuccha Houses Halved 41% to 23 %
NCAER Report
In 2002 – Annual household income in
Rural areas was Rs 56,630 Vs Urban areas was Rs 1,02,963
Number of people – 2001 Census
Annual Income Range (Rs) Over Rs 2,15,000 Rs 45001 to Rs 2,15,000 Rs 22001 to Rs 45,000 Rs 16001 to Rs 22,000 Up to Rs 16,000 Life Style Very Rich Consuming Class Climbers Aspirants Destitute Number of People (Cr.) 0.40 11.5 33.1 17.0 12.4
% of Rural Income Dispersal Projection – (1995-96 to 2006-07)
Annual Income Range (Rs) Over Rs 2,15,000 Rs 45001 to Rs 2,15,000 Rs 22001 to Rs 45,000 Rs 16001 to Rs 22,000 Life Style Very Rich Consuming Class Climbers Aspirants 1995-96 (%) 0.3 13.5 31.6 31.2 2006-07 (%) 0.9 25.0 49.0 14.0
Up to Rs 16,000
Destitute
23.4
11.1
doc_147049943.ppt