Marketing to Rural Women :

How Various Leading Brands Are Doing It ?

Presented by:Parth Dave

Pavan Mangwani
Bhavesh Motiyani

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Rural marketing can be define as a function that

manages all activities involved in assessing,
stimulating and converting the purchasing power
of rural consumers into an effective demand for
specific products and services to the people in
rural areas to create satisfaction and a better
standard of living and thereby achieving
organizational goals

 Because rural India offers to greatest hub to India markets

seeking growth for their production services with 73% of Indian
population and 12% of world population living in villages of India.

In India--

28 States
600000 villages
4 major religions
1650 ethnic group
15 major languages
1350 dialects

Marketers has divided India into two uniform groups these are:

India

Urban India

Rural India

Values
Usage patterns
Buying patterns
Comprehension of messages
Media usage and several other aspects
More value centric

Women are an important target

group for marketing as they
represent half of the population.
They are even more important given
their emerging role in the buying
processes. Research shown that if
women are enthusiastic about a
product or brand, they advertise it
more as compared to men.

Kelloggs, Frito-lay and Horlicks have understood the importance of

women consumers and have launched products for them.
These are:
Special K launched by kolloggs

Frito-lay launched only in a womens world campaign

Glaxosmith k line launched women Horlicks

A MacCann advertising study on rural

India says that the biggest change that
struck the changing role of women in
villages, and how women begins to get
a mind of her own and express her
opinion.

Various factors like increased exposure

to media, education and penetration
and companies are influencing the
rural women.

Clinic Plus
Dalda Oils
Fair & Lovely
Wheel
And also Strategies had done by
some companies like
Project Shakti by HUL tried to
make entrepreneurs to rural women.

Clinic Plus has been one of the leading

shampoo brand in India.

As the urban FMCG markets in India were

getting saturated, Clinic Plus felt the need to
explore the rural market and entered the
southern province of rural Tamil Nadu.

It was found that the penetration of shampoo

was 70% in rural areas as compares to the
national rural average of 30% in Tamil Nadu.

Age : from youth to adult.

Gender : male and female both segment
Religion : all
Income : upper middle class and high end class.
Social grade : it is basically a premium brand catering to
the needs of high end class who want to
fulfil the desire of anti dandruff needs.

CLEAR is a high quality range of shampoos which

were created keeping the following target audience
in mind:
Upper middle class.
Upper middle class and house wives
Upper class consumers
Teenagers
Premium class and luxury class

Clinic all clear has been positioned as the anti

dandruff shampoo to attract the youth towards the
styling needs with male celebrity and endorser. It
has a strong tag line of: New Clear with Essential
Oils, guarantees Zero dandruff and leaves your
hair feeling fabulous.

To create dissonance against chic

and other low cost shampoos and
introduce Clinic Plus as the better
option.

To use the emotional connect of

mothers to strike a chord with the
consumers and ensure consumer
pull so that retailer stock in the
village.

In small pockets of villages to achieve the

objective

The concept of an event: mother-daughter day

Award given to girls Clinic Plus Buddhimaan

Balika and
Clinic Plus Kalakar Balika Award

The heritage brand, Dalda has been existing in the Indian food
market for its well-known Vanaspati variant since 1935.
Considered as an alternative to ghee

Growing awareness about healthy

eating, Vannaspati as a category was
declining and losing its market share to
refined oils.

There was no brand communication

from Dalda for seven years; therefore
launching Dalda in oils became a
mammoth task, particularly so with the
perceptions of unhealthy attached to
Vanaspati.

Relaunch the mother brand Dalda into refined and filtered oils in
North India- Punjab, Hariyana, UP, Bihar, Jharkhand and Rajastan.

Restore the vitality and goodwill of the brand by encashing its

positive equities.

Target audience : women

Age: 18 to 35 Years
monthly Income: 10000
Secondary target audience was the trade channel which consisted
of the wholesalers, distributors and retailers. The key purchasers
and/or influencers were identified as the elders in the family and
husband

To create awareness targeted to housewives

Perfect Homemakers.

Health related articles in mass media, PR and

outdoor were used to influence the trade.

Below the line (BTL) activities of mobile

kitchens, collapsible Kiosks, banners, posters,
brochures etc.

Home to home contact programs.

Hindustan unilevers fair&lovely is the leading skin- lightening cream

for women in India.
Hindustan unilever proudly states fair & lovely as the worlds No.1
fairness cream,
it redefines the route to fairness with an advance multi-vitamin
fairness nourishment formula.
Triple sunscreen system-protects from the suns darkening UVA and
UVB rays.
Allantoin-activates the FAL vitamin system to give girls and women
radiant fairness

Educate consumer about the affordability and usage procedure of

the product to caution the consumer about the fakes to gain loyal
customer base.

Customer targeted were teenage girls, young brides and young

mothers.

Girl with dark skin tone were chosen and the process of usage of
Fair & Lovely was publicly explained and they were given sachets
which would last for six months.

In the second phase exhibition of all handicrafts, embroidery designs

made by the women over one and half months were organized.

This created lot of goodwill for the brand and gave the women, the
much needed appreciation.

Communicate and demonstrate

brand superiority
Build awareness and imagery for
the brand in the absence of other
India.
Build Equity around the emotional
benefit of smart housewives choice
Drive large scale trial among rural
consumers.

Competition called Samajdhar Wheelavati was organised where the

resourcefulness of the brand was brought alive in four stages.

Women were asked to identify wheel by looking at various

detergents, identifying the cloth by smelling, identifying the scheme
on particular day

One who would sold the most was named Samajdhar Wheelavati.