Description
tells about use of mass media, local media and personalised media in rural advertising, i.e TV, press, radio and cinema.
Use of doordarshan, prasar bharti, all india radio (AIR), cinema, Haats, mandis, festivals, hoardings, wall apintings etc are are showcased
Promotion in Rural Marketing
Rural Promotion
A Three Fold Strategy To explore the available media
To understand the Target Market
Design a right communication strategy
Explore the Media
Mass Media TV, Radio, Cinema, Press
Local Media Haats , Melas, Fairs Wall Paintings Hoardings Leaflets Video Vans Folk Media Animal Parade & Races Transit Media Personalized Media Direct Communication Dealers Sales Persons Researchers
Explore the Media
Reach of Different Mass Media in Rural Areas (%)
Media
TV Press
( Newspaper & Magazines)
Urban
82.5 62.4 22.2
Rural
42.5 29.7 11.5
Total
54.2 44.8 15.3
Cinema
Radio
32.6
29.5
30.1
Promotion mix decision is very important especially for the low involvement product category like FMCG. Hence Majority of the FMCG promotions are through Mass Media
Explore the Media
Doordarshan most preferred mode for Rural marketing the FMCG Product
DD has 19 Channels, including 11 Regional Channels 870 Terrestrial Transmitters 87% of Population can receive DD signals 280 million people watch Doordarshan
Direct-to-home (DTH) satellite television market With a penetration level of approximately 120 million television homes in India last year, pay-TV penetration is expect to grow to nearly 90% in another eight years. India will join Japan as Asia’s top pay-TV market by 2015, with the direct-to-home (DTH) satellite television market expected to grow to 38 million by 2015, up from 2.6 million subscribers in 2006. As of today, India has the third-largest pay-TV market in the world at $4.2 billion, with TV revenues estimated to reach $11 billion by 2011 and $16 billion by 2015.
Explore the Media - TV
Tele-watchers are quite often tele-owners and more tele-owners are to be found in the better-off States. The survey discovered that in rural India television ownership was related to the affluence of the State. The correlation also surfaced in the occupation profile of TV owners, a majority of whom held salaried jobs, owned land or were in business and trade. Agricultural workers who account for around 50 per cent of the rural population owned only 15 per cent of rural TV sets.
Explore the Media - Radio
Preferred media What is heard the most – News, Entertainment & Development Programs No electricity required Mobility Can listen while working in farms More FM channels are encouraged by Govt. in all District Headquarters
Explore the Media - Press
Newspaper has few constraints in Rural promotion
Reasons : Do not reach in morning due to poor infrastructure Low literacy rate Hence low subscription rate More secondary readers
Explore the Media – TV/Press/Radio
As per the survey, the most important news sources for
Indians in a typical week are
Television (mentioned first by 37 per cent),
Radio (27 per cent), Newspapers (16 per cent) and News magazines (4 per cent). There is no significant gender imbalance in India regarding where people get their news.
Explore the Media - Press
Explore the Media - Cinema
Outdoor Publicity in a local Cinema theatre
Explore the Media - Haats
Around 47000 Haats are held throughout the country every week Nearly 15000 are the big ones.
Exposure at these outlets leads to penetration. Some merits See & examine the product Watch demonstrations Easy to arrive at decision Opportunity exchange the others views Nearly 81% of visitors to Haats are regular. Nearly 89% attributes buying at Haats to the better pricing there
Explore the Media - Mandis
Mandis are in Agricultural area having population of more than 10,000 to 150,000 Mandi are good platform to promote High end Durables There are around 7000 Mandis in India
Explore the Media – Festivals /Melas
Explore the Media – Hoardings
Generally near Highway or entry point
Explore the Media – Wall Paintings
Most effective
Most Economical Should be near Point of Purchase
Explore the Media – Signages
Most effective
Most Economical Should be near Point of Purchase
Explore the Media – Video Vans
Very Effective Has advantage of Audio Video Product touching Seeing demonstration Opinion leaders are chaired Can distribute leaflets Pioneers – Video on Wheel Started in 1989 with just van now has 250 vans
Explore the Media – Folk Media
Puppet shows Animal Parade & Animal Races Nautanki Tamasha Theatres
Explore the Media – Other
Dalda – Fresh Pokoda Nestle – Maggi Noodles Demonstrations
Explore the Media – Other
HLL Brooke Bond Tea
doc_366906998.ppt
tells about use of mass media, local media and personalised media in rural advertising, i.e TV, press, radio and cinema.
Use of doordarshan, prasar bharti, all india radio (AIR), cinema, Haats, mandis, festivals, hoardings, wall apintings etc are are showcased
Promotion in Rural Marketing
Rural Promotion
A Three Fold Strategy To explore the available media
To understand the Target Market
Design a right communication strategy
Explore the Media
Mass Media TV, Radio, Cinema, Press
Local Media Haats , Melas, Fairs Wall Paintings Hoardings Leaflets Video Vans Folk Media Animal Parade & Races Transit Media Personalized Media Direct Communication Dealers Sales Persons Researchers
Explore the Media
Reach of Different Mass Media in Rural Areas (%)
Media
TV Press
( Newspaper & Magazines)
Urban
82.5 62.4 22.2
Rural
42.5 29.7 11.5
Total
54.2 44.8 15.3
Cinema
Radio
32.6
29.5
30.1
Promotion mix decision is very important especially for the low involvement product category like FMCG. Hence Majority of the FMCG promotions are through Mass Media
Explore the Media
Doordarshan most preferred mode for Rural marketing the FMCG Product
DD has 19 Channels, including 11 Regional Channels 870 Terrestrial Transmitters 87% of Population can receive DD signals 280 million people watch Doordarshan
Direct-to-home (DTH) satellite television market With a penetration level of approximately 120 million television homes in India last year, pay-TV penetration is expect to grow to nearly 90% in another eight years. India will join Japan as Asia’s top pay-TV market by 2015, with the direct-to-home (DTH) satellite television market expected to grow to 38 million by 2015, up from 2.6 million subscribers in 2006. As of today, India has the third-largest pay-TV market in the world at $4.2 billion, with TV revenues estimated to reach $11 billion by 2011 and $16 billion by 2015.
Explore the Media - TV
Tele-watchers are quite often tele-owners and more tele-owners are to be found in the better-off States. The survey discovered that in rural India television ownership was related to the affluence of the State. The correlation also surfaced in the occupation profile of TV owners, a majority of whom held salaried jobs, owned land or were in business and trade. Agricultural workers who account for around 50 per cent of the rural population owned only 15 per cent of rural TV sets.
Explore the Media - Radio
Preferred media What is heard the most – News, Entertainment & Development Programs No electricity required Mobility Can listen while working in farms More FM channels are encouraged by Govt. in all District Headquarters
Explore the Media - Press
Newspaper has few constraints in Rural promotion
Reasons : Do not reach in morning due to poor infrastructure Low literacy rate Hence low subscription rate More secondary readers
Explore the Media – TV/Press/Radio
As per the survey, the most important news sources for
Indians in a typical week are
Television (mentioned first by 37 per cent),
Radio (27 per cent), Newspapers (16 per cent) and News magazines (4 per cent). There is no significant gender imbalance in India regarding where people get their news.
Explore the Media - Press
Explore the Media - Cinema
Outdoor Publicity in a local Cinema theatre
Explore the Media - Haats
Around 47000 Haats are held throughout the country every week Nearly 15000 are the big ones.
Exposure at these outlets leads to penetration. Some merits See & examine the product Watch demonstrations Easy to arrive at decision Opportunity exchange the others views Nearly 81% of visitors to Haats are regular. Nearly 89% attributes buying at Haats to the better pricing there
Explore the Media - Mandis
Mandis are in Agricultural area having population of more than 10,000 to 150,000 Mandi are good platform to promote High end Durables There are around 7000 Mandis in India
Explore the Media – Festivals /Melas
Explore the Media – Hoardings
Generally near Highway or entry point
Explore the Media – Wall Paintings
Most effective
Most Economical Should be near Point of Purchase
Explore the Media – Signages
Most effective
Most Economical Should be near Point of Purchase
Explore the Media – Video Vans
Very Effective Has advantage of Audio Video Product touching Seeing demonstration Opinion leaders are chaired Can distribute leaflets Pioneers – Video on Wheel Started in 1989 with just van now has 250 vans
Explore the Media – Folk Media
Puppet shows Animal Parade & Animal Races Nautanki Tamasha Theatres
Explore the Media – Other
Dalda – Fresh Pokoda Nestle – Maggi Noodles Demonstrations
Explore the Media – Other
HLL Brooke Bond Tea
doc_366906998.ppt