Description
Rural Marketing is defined as any marketing activity in which the one dominant participant is from a rural area. This implies that rural marketing consists of marketing of inputs (products or services) to the rural as well as marketing of outputs from the rural markets to other geographical areas.
RURAL MARKETING OF NESTEA
Submitted by: Hemant Choudhary MMM - Sem IV Batch : 2010 - 13 Roll No : 06
1) Company Profile:
NESTLE Nestle is one of the largest Food & Nutrition companies in the world. Head quartered in Vivey Switzerland.
NESTEA Nestea is a brand of Iced tea manufactured by Nestle & distributed by Beverage Partners Worldwide (BPW), Joint Venture between Coca Cola company & Nestle in rest of the world.
2) SEGMENTATION, TARGETING & POSITIONING
SEGMENTATION: Rural parts of India
TARGETING :
? ? ? ? ? ?
Schools Colleges Grampanchayat Meetings Hats Mandies Weekly Bazaar
POSITIONING: ? ? As a Summer Drink With additional Health Benefits
3)INTEGRATED MARKETING COMMUNICATION ? ? ? ? ? ? Television Coverage Radio Coverage Print Coverage Outdoor Hoardings Panels of State Transport Busses Wall paintaings
A) Television Coverage : ? ? ? Advertising in Daily Soaps Advertising in Regional News Channels Advertising in Local Cable TV Channels
Use of Regional celebrity to endorse the product e.g Atul kulkarni Rates: Sahayadri Channels – 15 Sec commercial Rate : 5000/- for 10 sec , 4 commercial a day, Time band – Afternoon 1.30 to 3pm , Evening 9 to 10.30pm Costing Total : Rs.7500 per commercial : 4,50,000/-
Cable TV. – 30 Sec Commercial Afternoon 2 – 5pm + Evening 9 to 12pm Twice throughout the movie Costing : 1,50,000/-
B) Radio Coverage: Public awareness on Local FM Channels for educating the mass audience about Nestea through Jingles & RJ mentions. Rate Duration Time Band : 900/-per 10 sec,1350/- for 15 sec : 3 Months : Morning: Evening : 10.30 to 12.00pm 7.00 to 9.00 pm
15 Sec Spot No Of Spot 1st Month Costing 2nd Month Costing 3rd Month Costing : 10 spot in a day for 15 days : 2,02,500/: 6 spot in a day for 15 days : 1,21,500/: 4 spot in a day for 7 days :37,800/-
C) Print Coverage: Advertising in local News papers like; ? ? ? ? ? ? Pudhari Lokmat Sakal Gavakari Nava-Bharat Tarun Bharat
Advt. Size: 240 sq.cm. – 1st & 2nd Month Advt. Size : 100 sq.cm – 3rd Month in Pudhari only RATE
PUBLICATION IN SQ.CM SIZE INSERTION TOTAL
PUDHARI PUDHARI SAKAL LOKMAT TARUN BHARAT GAVKARI NAVBHARAT
150 150 350 300 50 75 100
240 100 240 240 240 240 240
6 6 6 6 6 6 6
2,16,000/90,000/5,04,000/4,32,000/72,000/1,08,000 1,44,000/-
Total Amount
15,66,000/-
D) Outdoor Hoardings: Hoardings are the most effective & informative media for displaying & spreading awareness to reach the masses. RATE
Sr No. 1 2 3 4 5 6 Size 20 x 20 20 x 20 30 x 20 20 x 20 40 x 20 20 x 20 Month 2 2 2 2 2 Type N Lit N Lit N Lit N Lit N Lit Costing for 2 Months 200,000 100,000 200,000 100,000 200,000 2,00,000 10,00,000/-
Total
E) Panels of State Transport Busses: Publicity on S.T Stands, Buses & Bus Stops are another effective medium as the Mass audience can be reached as Masses gather at StateTransport (ST) Bus Stands for travelling & other commercial purposes.
RATE Costing for 3 Months 90,000/-
Sr.No PANEL 1
Month NO OF BUSES RATE 10 3000/-PM
Back Panel 3 Left Side Panel
2
3
10
6000/-PM
1,80,000/-
3
Right Side Panel 3
10
6000/-PM Total Amount
1,80,000/4,50,000/-
F) Wall paintings: Wall painting is another very effective mode of communication in Rurall areas which does not require high budgets. Cost : Rs. 50.000 / -
doc_386023271.docx
Rural Marketing is defined as any marketing activity in which the one dominant participant is from a rural area. This implies that rural marketing consists of marketing of inputs (products or services) to the rural as well as marketing of outputs from the rural markets to other geographical areas.
RURAL MARKETING OF NESTEA
Submitted by: Hemant Choudhary MMM - Sem IV Batch : 2010 - 13 Roll No : 06
1) Company Profile:
NESTLE Nestle is one of the largest Food & Nutrition companies in the world. Head quartered in Vivey Switzerland.
NESTEA Nestea is a brand of Iced tea manufactured by Nestle & distributed by Beverage Partners Worldwide (BPW), Joint Venture between Coca Cola company & Nestle in rest of the world.
2) SEGMENTATION, TARGETING & POSITIONING
SEGMENTATION: Rural parts of India
TARGETING :
? ? ? ? ? ?
Schools Colleges Grampanchayat Meetings Hats Mandies Weekly Bazaar
POSITIONING: ? ? As a Summer Drink With additional Health Benefits
3)INTEGRATED MARKETING COMMUNICATION ? ? ? ? ? ? Television Coverage Radio Coverage Print Coverage Outdoor Hoardings Panels of State Transport Busses Wall paintaings
A) Television Coverage : ? ? ? Advertising in Daily Soaps Advertising in Regional News Channels Advertising in Local Cable TV Channels
Use of Regional celebrity to endorse the product e.g Atul kulkarni Rates: Sahayadri Channels – 15 Sec commercial Rate : 5000/- for 10 sec , 4 commercial a day, Time band – Afternoon 1.30 to 3pm , Evening 9 to 10.30pm Costing Total : Rs.7500 per commercial : 4,50,000/-
Cable TV. – 30 Sec Commercial Afternoon 2 – 5pm + Evening 9 to 12pm Twice throughout the movie Costing : 1,50,000/-
B) Radio Coverage: Public awareness on Local FM Channels for educating the mass audience about Nestea through Jingles & RJ mentions. Rate Duration Time Band : 900/-per 10 sec,1350/- for 15 sec : 3 Months : Morning: Evening : 10.30 to 12.00pm 7.00 to 9.00 pm
15 Sec Spot No Of Spot 1st Month Costing 2nd Month Costing 3rd Month Costing : 10 spot in a day for 15 days : 2,02,500/: 6 spot in a day for 15 days : 1,21,500/: 4 spot in a day for 7 days :37,800/-
C) Print Coverage: Advertising in local News papers like; ? ? ? ? ? ? Pudhari Lokmat Sakal Gavakari Nava-Bharat Tarun Bharat
Advt. Size: 240 sq.cm. – 1st & 2nd Month Advt. Size : 100 sq.cm – 3rd Month in Pudhari only RATE
PUBLICATION IN SQ.CM SIZE INSERTION TOTAL
PUDHARI PUDHARI SAKAL LOKMAT TARUN BHARAT GAVKARI NAVBHARAT
150 150 350 300 50 75 100
240 100 240 240 240 240 240
6 6 6 6 6 6 6
2,16,000/90,000/5,04,000/4,32,000/72,000/1,08,000 1,44,000/-
Total Amount
15,66,000/-
D) Outdoor Hoardings: Hoardings are the most effective & informative media for displaying & spreading awareness to reach the masses. RATE
Sr No. 1 2 3 4 5 6 Size 20 x 20 20 x 20 30 x 20 20 x 20 40 x 20 20 x 20 Month 2 2 2 2 2 Type N Lit N Lit N Lit N Lit N Lit Costing for 2 Months 200,000 100,000 200,000 100,000 200,000 2,00,000 10,00,000/-
Total
E) Panels of State Transport Busses: Publicity on S.T Stands, Buses & Bus Stops are another effective medium as the Mass audience can be reached as Masses gather at StateTransport (ST) Bus Stands for travelling & other commercial purposes.
RATE Costing for 3 Months 90,000/-
Sr.No PANEL 1
Month NO OF BUSES RATE 10 3000/-PM
Back Panel 3 Left Side Panel
2
3
10
6000/-PM
1,80,000/-
3
Right Side Panel 3
10
6000/-PM Total Amount
1,80,000/4,50,000/-
F) Wall paintings: Wall painting is another very effective mode of communication in Rurall areas which does not require high budgets. Cost : Rs. 50.000 / -
doc_386023271.docx