ADVERTISING STRATEGIES

IN RURAL MARKETING
Submitted by:-
Nidhi Kumari
RURAL COMMUNICATION….

 We need special attention….

 Market is huge…..

 And market is heterogeneous

 And further it has got some special

characteristics….
Why…
FURTHER WE HAVE SMART
COMPETITORS
AND WE ALSO KNOW……

Competition is tough
CAN ADVERTISING HELP?
HOW, WHAT COMMN, DO….

Will help you

To be competitive.
To plan your strategy
strategically.
To economize your
resources.
To be the favorite of
your stakeholder.
RURAL CUSTOMER…. UNDERSTAND
THEM
A RURAL CONSUMER

Illiterate but not unintelligent.

AN INTELLIGENT THINKER…

 Loyalty to regional brands.

 Brand stickiness

 Understand symbols and colours better

 so what we try to do???

AN HARD BARGAINER…

Has his own way of evaluation…

(‘touch and feel’ of product)

TAKE A CASE OF AGRI-SECTOR IN
RURAL MARKET

Where are we….

AGRO-NEEDS
In-farm Out-farm For-farm
 Nutrients implements finance
 Seeds Machines Insurance
 fertilizers pipes Knowledge
 weedicides Diesel value-add
 Pesticides Maintainace

Many needs few Brands….

PURCHASE TRIGGERS

 Seasonality - What ever BEST is available

 Used Before - Peace of mind

 Endorsed - Peer recommendation trusted

 Cash/Credit -Affordability

Where is the Brand ?

AGRO ADVERTISING

 No brands, no
advertising
 ‘Me too’-
communication
efforts
 Posters

 Farmer meets

 Leaflets

 Demo farms
RURAL MARKETING COMMN... SAME YEAR
AFTER YESAME YEAR
RURAL MARKETING COMMN.. ONE
FOLLOWS OTHER…
WHAT TO DO?
 Opinion leaders at the top of the hierarchy continue
to play an important role in the decision making
process.
 In spite of multiple sources of communication few
steps flow of communication continues to dominate
the communication process.
CONTD…
Women and children are emerging as
demand generators.
 Word of mouth recommendation by users
and sheer familiarity have a strong role to
play in influencing decisions.
 Apart from Opinion Leaders, educated
village youths are increasingly influencing
decisions especially of lifestyle products.
CARE FOR EVERY ONE….
IDEAL ADVERTISING STRATEGY…
KNOW THE LOCAL LANGUAGE…
 Telgu…
 Orriya…

 Tamil…

 Etc..
LG’S ADVERTISING STRATEGIES FOR
RURAL MARKET…

LG launched its first low

priced TV for rural
consumers..
-Sampoorna- Rs.3000
-Cineplus- RS 4900
Promotion
 Mobile Vans

 Exhibition

 Road Shows
THANK-YOU