rural marketing icici case study

ICICI Prudential Life Insurance

Let’s go rural… An Ogilvy Action presentation

Brilliant!!

Marketing

• Objective• Product

Product features/specifications/lines, research, R & D Packaging Warranty/Guarantee

• Pricing Competition Revenue model Discounts

• Place Market Distribution model Sales Structure/training/motivation Supply chain management

Marketing

• Research• Communication• B2B marketing• Finance/Legal/IT/support staff (eg in Hutch the

network team or s/w professionals)

The brief

• Objective

ICICI Prudential as a trusted & credible life insurance company in rural markets

• TG Rural affluent SEC R1 & R2 Andhra Pradesh, Kerala, Punjab, Gujarat &

Rajasthan

Launch

Market selection

Environment scan

• Penetration 18% Life insurance 1% Health Insurance

• Entry and growth of private players Govt made compulsory for all private players to get 18% of

their sales from rural There are currently fourteen life and fourteen non-life

insurance companies Of the non-life insurance companies, two are specialized

Insurance companies• Agricultural Insurance Company, which handles Crop Insurance

business and • Export Credit Guarantee Corporation which only transacts Export

Credit Insurance

Contd…

Environment scan

• A recent ORG-MARG study indicates that ICICI Prudential, HDFC Standard Life and Tata AIG have experienced an increase in their market shares by 8, 3 and 2 per cent respectively

• The life insurance industry is growing at 15 to 20 per cent, and that there is enough space for all players to thrive — because there is no such thing as too much insurance

Contd…

Product portfolio

• Concentration on Pension Child Health creation Wealth creation

• Premium amount to come down making wither the insured amount lower or term higher

• Exclusivity/inclusively conditions will change

Contd…

Current channel

• Traditional distribution channel Agent Bancassurance

• Alternate channel Regional Rural Bank ICICI Bank Rural Division Corporate agents

• Godrej Aaadar• ITC echoupal

Go back

Ticket size 12,000 Ticket size 40,000

Market selection

Ogilvy Radar

Mining Tool

Mining Market Map

• The only software in the country that offers: Visual depiction of all 5,79,361 villages and 3696 feeder

towns represented as a point on map

Bihar State

The white line is the national

boundary & the blue line is the state boundary

Adding the district

boundaries

The yellow lines are the district

boundaries

Adding the tehsil boundaries

The green lines are the tehsil boundaries & the white points are

the tehsil towns

Adding highways

The pink lines are the highways in

Bihar. (The thicker lines are National highways & the

thin lines are the state highways)

Adding the 1 lakh+ towns

The red points are all the 1 lakh+ towns in Bihar

Adding villages & all towns

The white points are all the villages & the red points are the

feeder towns

Adding coverage information

The white points are the villages we have

not covered, the yellow points are villages that we have covered in

the state & the red points are the feeder towns

Brand/Activity Information

Mining Market Map

• The only software in the country that offers on the click of a button: A. Primary Census Abstract

• Population• Literacy• Occupation and,• 40 other parameters

Primary Census Abstract

Mining Market Map

• B. Census Village Directory Water resources Education facilities Medical facilities Communication facilities Nearest feeder town & distance and14 other parameters

Census Village Directory

Parameters

Mining Market Map

• C. Village Retail Outlets Total number of outlets Names and addresses of retailers

Village Retailer Names

Strategic Application

• We use it as a strategic planning tool for Market prioritization Identification of villages by location - Highway, Railway

station, proximity to feeder town Spread & density of villages, towns & haats at state and

district level Identification of villages on the basis of infrastructure

(school, primary health centers etc.)

Village selection

• Make a corridor of radius 2 Km on all the Metal roads (NH, SH & DH) in a district

• Select the 2K+ populated villages among them It is assumed that these villages because of the

proximity to highway would be media live

Total Villages: 1451

Corridor Villages

Remote Villages

• All the villages which are beyond 2 Km from the highway (can be termed as remote villages) would not be under direct coverage of distribution

Remote Villages

All 2K+ villages (not highway & >3Km from FT): 132

Media Channel Prioritisation

What to do where

Final Selection

White Points: Media Live

Green Points: Remote Villages

Red Points: Feeder Towns

• Route planning Providing the shortest route between given locations Provides a haat route plan by considering the day of the

haat & distance Implementation & Monitoring plans

Only the selected haat villages in the order of coverage. Villages falling off the route can be identified

and removed from the route plan

• Classification of districts in:1. Relative Development Index (RDI)

1. Center for Monitoring Indian Economy (CMIE)

2. Socio-cultural Region (SCR)3. MRMR (Mica Rural Market Ratings)

1. Mudra Institute of Communication and Advertising

4. RPP (Relative Purchasing Power)1. Business Intelligence Unit Chennai 99 and Outreach

5. Market Planning Guide - MPV (Market Potential Value)1. RK Swamy and BBDO

6. Low Development Index

Low Development Index

1. Center for Monitoring Indian Economy (CMIE)

2. Socio-cultural Region (SCR)3. MRMR (Mica Rural Market Ratings)

1. Mudra Institute of Communication and Advertising

4. RPP (Relative Purchasing Power)1. Business Intelligence Unit Chennai 99 and Outreach

5. Market Planning Guide - MPV (Market Potential Value)1. RK Swamy and BBDO

6. Low Development Index

Relative Development Index

• Center for Monitoring Indian Economy (CMIE)• Developed in 1993• Was the unquestioned source for 5 years • Agriculture sector (35%)

Value of crop output (25%) Bank credit to agriculture (10%)

• Mining & manufacturing sector (25%) Workers per lakh of population (15%) Bank credit to industry (10%)

• Service sector (40%) Per capita bank deposit (15%) Per capita bank credit (15%) Literacy (4%) Urbanisation

1. Center for Monitoring Indian Economy (CMIE)2. Socio-cultural Region (SCR)3. MRMR (Mica Rural Market Ratings)

1. Mudra Institute of Communication and Advertising4. RPP (Relative Purchasing Power)

1. Business Intelligence Unit Chennai 99 and Outreach5. Market Planning Guide - MPV (Market Potential Value)

1. RK Swamy and BBDO6. Low Development Index

• Culture Understand diversity : by region, gender, age,

occupation, remoteness, family structure Understand daily life Understand values & norms Identify social and cultural influences Hierarchy of needs General propensity to change

Methodology

• Based on variables that are completely RURAL• Primary objective

Derive a single value for the district which reflects the market potential of the rural sector of that district (as close to reality)

• Considered 19 variables• Only 6 purely agricultural variables considered to

arrive at the rating

The Variables

1. Number of cultivators2. Total cropped area3. Total irrigated area4. Fertilizer consumption5. Bank credit6. Value of agricultural output

Additional Features

• Digital Maps For all the districts in the country are included in the

maps covering• Location of tehsil headquarters• Highways & Other Roads• Railway lines along with railway stations• All urban centers• Names of all villages & haats (weekly bazaars) • Days of the week when haats are held• Distance from the nearest town

• Information on 42 Socio Economic Indicators

Methodology

• Basic Reasoning Incomes, Savings & Consumption are tightly

linked

• Income Classes derived from NCAER study on Indian Demographics.

• Used Bank Deposits at district level as an economic variable under consideration

• The values of the economic variable applied as pivot values to estimate the number & dispersion of households in the income classes for each of the 500 districts & 95 urban centers

Methodology

• Purchasing Power is a direct function of both household incomes & number of households in each of the income classes A prosperous district may be so on account of its

population or on account of its HH incomes or both.

• RPP per million Households To facilitate unambiguous interpretation. Now, a district having high RPP per million HHs

necessarily has higher household incomes.

Methodology

• District as a unit - Gives a value in terms of the potential of a district (Urban & Rural combined) Market Potential Value (MPV)

• Measure of the aggregate Purchasing Power of a district Market Potential Index (MPI)

• Measure of the per capita Purchasing Power of a district Media Exposure Index

• Measure of the Media Reach of the district in terms of Urban + Rural, Urban & Rural. (The only source of such info in India)

Methodology

• Used various indicators which can be broadly be classified under three heads Agriculture 29.5% Industry 29.0% Infrastructure 41.5%

The Variables

• Agriculture Per Capita Value output of major crop Average size of Operational Land holding Cultivators & Agricultural Labourers

• Industry Bank credit to Industry Employment in Mining/Quarrying

• Infrastructure Bank Deposits Petrol & Diesel Consumption Bank credit to Trade Literate population Urban Population

Additional Features

• Contribution of the district to the prosperity of the state in terms of the 3 factors

• Contribution of the three factors to the district prosperity

• Gives 49 Economic Indicators for each district & 122 indicators for each state.

• Lists 3544 of the 3697 census towns of India.• Gives information on bank offices, deposits,

credit, fuel consumption & number of hospital beds at district level (Infrastructure indicators)

Additional Features

• Contribution of the district to the prosperity of the state in terms of the 3 factors

• Contribution of the three factors to the district prosperity

• Media Exposure Index Urban & Rural Urban Rural

as indexed to the media penetration figures in Indian Readership Survey.

Media Exposure Index

• IRS Data reported at State, Town class & Village class levels.

• This data along with census data per district used to extrapolate Media Reach by district.

• This Media Reach indexed against All India Media Reach for Urban & Rural as given by IRS.

LIDI - Low Income Development Index

• An index can be based on the following parameters Income Type of house - Kuchha vs Pucca Ownership of durables Type of land holding

• Owned vs leased• Irrigated vs unirrigated

Prioritisation Example - MP

Bilaspur W. Nimar RaigarhSurgujaBastar

Durg Raipur

Jabalpur Hoshangabad

Betul, Shahdol, RewaSidhi, Rajnandgaon,Mandla, Bhind, Shivpuri,Chhatrapur, Seoni, Jhabua, Balaghat

Sagar DharChhindwara GunaMandsuar MorenaSatna E. Nimar

Indore Dewas

GwaliorBhopalUjjainNarasimhapur

TikamgarhPanna

Sehore Shajapur

Ratlam DamohDatia RajgarhRaisenVidisha

LMH RDI

Possible ways of Identifying a district

Especially in the banking sector

Bankability Exposure Index

• It is a composite of following parameters at district level– Bank branches per 1 Lac population– Per capita Bank credits to agriculture– Per capita Bank credits to Industry– Per capita bank credits– Per capita Bank deposits

• This shows how districts have been exploited by the current banking infrastructure

Banking Exposure Index

• Data sources used are– CMIE 2001

• Methodology used is– Factor analysis to arrive at the weights of each

of the parameter • Contribution of each parameter to BEI

Bankability Index

• It is a composite of the following parameters– Relative purchasing power ( RPP- 2001)– Average size of operational land holding– Value of Production– Value of Agriculture Production

• Apart from the bank deposits, this composite index takes contribution of each sector to prosperity of district

Bankability Index

• Data sources– CMIE– RK Swamy market guide– Census

Lets go back to the brief…

However one more parameter can be considered here and that is the bankability index

…Coming back to the brief

• Strategic intent Communication strategy

• In sync with corporate positioning

– ‘Jeetay raho’ (With you at every step in life)

• Right brand imagery for rural audience

Low cost visibility strategy

Advisor recruitment strategy

• Objective Launch ICICI Prudential

as a trusted & credible life insurance company in rural markets

• TG Rural affluent SEC R1 & R2 Andhra Pradesh, Kerala,

Punjab, Gujarat & Rajasthan

– ‘Jeetay raho’ (With you at every step in life)

– Right brand imagery for rural audience

How we approached?

• Dipstick in outskirts of Vapi (Gujarat) & Jalandhar (Punjab) 4 Villages in total: 10-20k

population

• Secondary research LIC project Mart Research

• Understanding from past experience

Brand Scan

• How well defined are the equities of the brand ? the way its performance supports the claim the way it is relevant to the consumer’s needs the degree to which its image is engaging the extent to which it is endorsed by influencers the beliefs that consumers have in it whether the brand is clearly differentiated

What makes you use your favorite brand?

The Idea

The Frame work

Savings v/s Investments

Investment

Savings

Stable futureIncrease value or decrease

expensesStatus symbol

ComfortsSource of income

Provision for contingenciesFemale child

Land / homeConsumer durable ownership

Vehicles ownershipHouse renovationShop / equipment

Daily collectionPost office schemes

NSCLIC

Investment /

Saving

Intent / Trigger

Avenues

Your take on savings vs investment?

Insurance and them

• Awareness for Insurance is Universal

• Saving Instrument

Most popular formal saving Instrument

• Insurance = Life Insurance

Awareness for other forms of Insurance is generally

• Cover against accidents and accidental deaths

• Higher Returns Your take on insurance?

Perceived Benefits of Insurance

• Security

Life, Assets & Income

• Bank Loan

• Bulk Return in the Future

• Daughters Marriage

Big Agenda / Dowry packages

LIC and Them

• Life insurance policy = Cover against accidental deaths Man’s need for LI is greater

since his life is perceived at higher risk

• LIC ensures fixed savings and promises inflated returns in future Aur agar kuch anhoni ho gayi, to

ghar walon ko to madad milegi hi

• Being managed by Government means returns / benefits are Secured Safe Guaranteed

Jawalanth Shah – Electrician

LIC and Them

• High levels of trust in agent as well as LIC

• Renewal of policy is highly subject to agent’s persuasion

• Very comfortable / convenient documentation

• The numerous cases where people got benefited by LIC is key to consumer’s trust Comfort in the crowd

• Very high recall for logo• The insured amount by no

means is equivalent to the monetary value of man’s life The agent suggests

(“decides”) the cover amount

Desai – Shop Owner in Pulsana

Audience Prioritization

• Who is the most important person: the buyer or the user ?

• Where do they buy ?• What role can influencers play ?• What kind of responses are desired from each of

these groups?• What is the role of the retailer ?

Lets answer these in the context of Insurance

The Consumer

• Demographics Male Pucca / semi-pucca houses Vehicle & consumer durables ownership Educated (minimum standard X)

The Consumer

• SEC Mass affluent

• 2 lacs per annum income

• 10 acres land• Single source of

income

• SEC HNI

• Very well to do• Lots of land• Double source of

income• Politically inclined

Opinion leader• Respected because of

being in a respectable profession (teacher, pradhan etc)

The Consumer

• Psychographics Risk averse High aspirations for their children Kids of all tractor owners study in near by city Always on the look out for better yield and purchase of

more land Child esp girl child’s marriage of utmost concern Aspires for better standard of living Dreams to go abroad Surplus Income if any is invested in

• Farm equipment• Repayment of loan• Lending loan to earn interest

Has the Rural Consumer Changed?

Lets look at some indicators

Changing trends in rural

Some indicators Perceive changing attitudes

VCD/DVD players

• Easy availability of VCD/DVD players in rural areas

• VCD’s/DVD’s and MP3 CD’s being sold in open haats along with second hand VCD/DVD players

• A common sight across larger haats which are closer to the highway/town

• Pirated version of films/music etc easily available

• The same is available at the village level

People hire out VCD/DVD players + CD’s to watch latest films

Opportunity for brands to ride on this ??

Mobile repair shops

• Mobile penetration has increased in rural areas in the last few years

• A lot of mobile repair shops have opened up in small towns (across UP, Rajashtan and Maharashtra)

• The biggest reason for these shops to exist and survive is the availability of second hand mobile phones in these towns These second hand phones reach these small

towns through the large cities Second hand phones by default need repairs

and hence provide business opportunity for these shops

• These shops also sell second hand/third hand mobile phones at as low as Rs 300-350 (with no guarantee)

English Coaching Classes

• English coaching classes existed in states like UP and MP in the past also

• Now the numbers seem to have gone up considerably

Or may be they have started advertising

• These classes “do not aim at making professors out of their students” (verbatim)

• They are however encashing on the opportunity that has been created through BPO’s and Retail

• Students need to understand the basics of English and need to be fluent in basic questions (Sir, our bank is offering you a free card or Are you paying by cash or card)

Opportunity for brands like Axe, Clinic All Clear, FAL etc to talk to this audience who is getting out of their shell to learn the ways of a

city life ???

Vinyl/Flex Printing Shops

• With the advent of cheaper printing machines and competition, vinyl/flex printing has become cheap

• This technology /machines have found their way into the small towns as well

• Few years back, Political parties, Shop fronts used to depend on cloth or painted boards/banner

• Things have changed now Apart from Shop fronts, political rallies,

hoardings etc even marriage parties now have messages (Ashish weds Seema) printed on a flex banner along with the faces

• The cost is low and there seems to be enough business for many small shops

Mid day meal scheme

• Few state governments had started a mid may meal scheme in schools to encourage parents to send their children to school

• These meals used to be prepared in and around the school where few teachers, helpers and students used top prepare these meals

• In Rajashtan, through a “Public- Private” partnership there is a body that prepares the meals and delvers it everyday to these schools

This is the governments initiative to standardize or raise the quality of the meals

Opportunity for Annapurna salt/Atta, other Foods and beverages brands to tap into this

Changing tastes in food?

• MURI or puffed rice used to be the best form of snacks in rural West Bengal

• Muri stalls were a common sights in haats and markets

• Now in every feeder town/haat one finds a lot of THELAS (carts) serving Fast Food items like Chowmein, Chinese, Rolls etc.

• While these are frequented mostly by youngsters, even the older generation doesn’t miss a chance to try this

• Haats and feeder towns are source of information as well as a place for rural audience to try out new things

The presence of these new food items in haats is a sign of that

Will it be too early for Knorr to tap this potential ?

Private schools in rural

• Till few years back, a village was considered unlucky if did not have a single proper school

• Now days it is considered unlucky if doesn’t have a private (may be an English medium school)

• A lot of villagers now have the facility of sending their children to a private school

• Private schools are more common in areas with poor public school presence or performance

• Hence backward states like MP, UP etc seem to have more private schools as compared to progressive states like Maharashtra

Signs of Awakening??

• Health and Hygiene consciousness seems to be increasing in rural areas

• A lot of villages in MP have witnessed social/health and hygiene messages messaging

• These messages have been put up either by local bodies or NGO’s

• Most of the message are very basic and the format allows high frequency and coverage across the village

How about some messages from from Lifebuoy, Annapurna salt, Clinic Plus, Shakti etc??

Private PCO’s

• Mobile phones have penetrated deep down in smaller villages

• While people who travel out of their village carry mobile phones, people back in the village need some means of contacting them

• This need is fulfilled by a lot of Private PCO’s

• According to the PCO owner, most of the calls from these PCO’s are made to Mobile phones

• Apart from the above the PCO’s have also managed to connect the villages to cities other villages

• This has improved the overall communication level and connectivity of those villages

Emphasis on English in rural schools ??

Emphasis on English??

• Basic English was taught to children in slightly higher classes in some schools in rural India

• While English has found many more takers in rural schools, it is the right pronunciation that has gained importance in few schools

• Class 2 children are now taught words with the help of “Phonetic techniques” (as they are called in these schools in Maharashtra)

• Each English word is written in Hindi to help children get the right pronunciation

Words in Hindi written below the English words

DTH – Tata Sky, IGO, LG

DTH ..Is this the answer to media darkness???

• In rural areas due to the spread of the village, cabling becomes a huge issue

• This impacted people who wanted to go beyond Doordarshan and could afford Satellite channels

• DTH offerings from Zee and Doordarshan seem to be solution to this

• While the numbers are yet small but they seem to be the answer for a lot of R1 households in the villages

• In most of the cases, the seller provides the vouchers for the entire year at the time of the purchase and hence makes life simpler for both the parties

Rural India on internet?

Connecting with rural consumers

• Rural India till now has been left behind in the internet race as they do not have access to computers or connectivity

• With the launch of the e-post by INDIA POST, rural population can now be contacted via email

• E-post is a service under which printed or even handwritten messages of customers are scanned and transmitted as email through internet

• At the destination offices, these messages are printed, enveloped and delivered through postmen like other letters at the postal addresses

• These e-post centres are equipped with internet connection, computers, printers and other necessary equipment

• e-post service is not limited to the e-post centres. It can be availed of from any Post Office

e-post can enable us to advertise to select customers in villages

Real time trading for Indian farmers

• Multi Commodities Exchange has tied up with India Post for in states of Maharashtra, Gujurat and MP to reach out to farmers

• MCX representative is stationed at selected Post offices, where he receives agri related queries from farmers

• Queries are sent on-line to the nearest agriculture research center and responses delivered via the post man

• The exchange charges Rs. 10 per query on crop advisory services

• Ticker and even black boards to be used to share the latest prevailing prices

• 1,55,000 post offices to be tied up under this program

• Exchange has also tied up with ware houses for giving the best rates

• Crop insurance is also being bundled for the farmers availing the MCX exchange facility

Creative Strategy

Concept

An Unwise Saying:

the traditional village..

where life stands still

waiting……..

but…..

the winds of change approach..

sounding the drums of tomorrow, today!

wake up to new world…

start a new revolution….

In your lives

change today…

for a better tomorrow

A Wise Saying:

Badli Zarooratein, Badle Khwaab Badli Duniya, Badle Aap,

What have we done?

• What does the route stand for? Progressive Change (LIC is fuddy-duddy)

• Representative of change and not revolution Positive (we are talking about death?) Tickles their dreams

• Dreams are not larger than life

• Is it in line with the corporate strategy? Jeetay raho (We cover you at every step in life)

• Does it go with the rural consumer? Changing trends

But how can we bring about trust and credibility

Campaign Design

While LIC gives you security only (Savings), I give you more (Investment)

Ideas depend on the mediums chosen to communicate

• Before deciding on the right media vehicle to reach our target consumer, it is necessary to track the movement of the target audience.

Highway/ Road

Haat (Weekly Market)

Feeder Town

Large VillageSmall Village

Tracking the Movement of the TG

• Home-live : Where they reside (Village)

• Buy-sell : Transactions, sales (Haat & Feeder Town)

• Source to reach destination : (Local transport)

Wall painting

Railway crossing

we have thought of 3 story for the film which will be played simultaneously and each story depicts two endings.

{Story -1}

Film opens inside a house we see a family of four a man, his wife, 8 year old girl and a newborn baby. They all are watching television, in which a news correspondent comes to read news. The girl gets up holds a comb and starts reading the news as the correspondent reads. Cut to family smiling and appreciating her act. Cut to we see man’s picture on a wall with a ‘mala’ on it. Cut to we see people standing on the door asking for the money that is due on this family. Now we see wife crying and girl looking at her. Shot of both wife and daughter doing household work in a house Slow dissolveNow the film starts again and we see the same family of four a man, his wife, 8-year-old girl and a newborn baby. They all are watching television, in which a news correspondent comes to read news. The girl gets up holds a comb and starts reading the news as the correspondent reads. Cut to family smiling and appreciating her act. Cut to we see man’s picture on a wall with a ‘mala’ on it. Cut to we see people standing on the door asking for the money that is due on this family. Now we see wife about to break down just then a guy enters wearing a ICICI Prudential Life Insurance shirt, he comes and hands over a check of 5,00,000 Rs. Now we see people going out happily counting money. Now we see that same girl reading news on television. Cut to wife and daughter looking at the news with a smile on there face.

Cut to on a split screen on one side is wife and daughter working in a house while on the other side is girl reading news on television.

VO:Badli Zarooratein, Badle Khwaab, Badli Duniya, Badle Aap.

Super appears: ICICI Prudential LifeInsurance ‘Badlte saamay me aapka saathi’

{Story -2}

Film opens on a middle aged man, it’s early in the morning he walks into a cattle farm fills water in the tank, feeds cattle’s, sells milk, works in the farm, works in a kirana shop. He does lots of work with transition of time. One day he walks to his house holding tickets. He shows it to his family and tells them “Hum sab ghumne jaa rahe hain… shehar” everybody is excited and happy.

Slow dissolveCut to same story a middle aged man, it’s early in the morning he walks into a cattle farm fills water in the tank, feeds cattle’s, sales milk, works in the farm, works in a kirana shop. He does lots of work with transition of time. One day he walks to his house holding tickets. He shows it to his family and tells them “Hum sab ghumne jaa rahe hain… Videsh” everybody is excited and happy.

Cut to on a split screen on one side we see him getting into a train with his family. While in the other one, we see him outside an airport with his family.

Cut to the family standing outside airport that reads ‘Antar rashtriye hawai adda’.

{Story -3}

Film opens on an 18-year-old girl doing household work like cutting vegetables, cooking, cleaning house and studying. One-day one boy from a below middle class family comes to her house with his family and then she gets married to him. Then she leaves her parents house with her husband ‘Vidai’. She leaves home with her husband in a bullock cart.

Slow dissolveCut to same film an 18-year-old girl doing household work like cutting vegetables, cooking, cleaning house and studying. One-day one boy from above middle class family comes to her house with his family and then she gets married to him. Then she leaves her parents house with her husband ‘Vidai’. She leaves home with her husband in a car.

Cut to on a split screen on one side we see her on a bullock cart. While in the other one, we see her in a car..

Cut to her mom and dad smiling and with satisfying looks on their face.

– ‘Jeetay raho’ (Har zaroorat mein aapke saath)

Recruiting the Agents

Building the Agent Network

• Who? Educated Understand Business Wants to Make Money Entry into R1 / R2 Houses

Cable Operator

The Cable Operator

• Educated – Businessmen Government Supports in some cases

• Money Minded Youth • Current set requires investment • Access to all homes with Cable Connections

200-400 homes on an average

• Under threat from DTH Tata Sky, IGO Needs second income avenue

How do you Reach him?

• Cable association at State / District Levels Nashik Cable Operator Association / Vapi Cable Operator

Association

• Mostly headed small time businessmen / politicians who leverage positive work done during their term for future endeavors During my term I did “xyz” for the organization

Highlights from Anil Parab

“I united the highly fragmented cable operators under Coda and took up cudgels against the unscrupulous multi-system operators who were dictating terms to the last mile operators”

– Shiv Sena Vibhag Pramukh and Coda (Cable Operators and Distributors Association) president Anil Parab

http://us.indiantelevision.com/interviews/y2k3/executive/anilparab.htm

Target Audience

Existing Cable Operators

New Cable Operators

Existing Cable Operators

• Invite the LMO’s to a banquet hall

• Representative from ICICI Prudential to pitch business opportunity

• Honor Head of Association • Registrations • Call to Action Number • Screening of AV –

Testimonial

New Cable Operators

• Need between 20,000 to 40,000 Rs; to set-up business

• ICICI Bank to provide loan – incentive to become Insurance agent for ICICI Prudential

• Screening of Testimonial AV

Training

• Once the probable agent has been identified • He is taken through ICICI Pru “Advisor Training

Program” Certification Should include Business and IPC skills training workshop

Building Credentials

The Demo-Kit

Activation - Launch Strategy

Awareness TOMStatic

Localized

Agent Credentials

Building Trust

InteractiveEvents

Frequency builders

SustenanceHaats, Mandis

& Feeder towns

Religious Festivals

Mela’s Mass

Influence Programs

Awareness TOMStatic

Localized

Village Level Visibility

Agent Credentials

Building Trust

InteractiveEvents

Launching the Agent

• Agents sphere of Operation Agent Home Village Satellite Villages Satellite

Villages

SatelliteVillages

Advisors Village Collection of Subscription

Establishing Agent Credibility

• Introducing his new business initiative to his own village

• Inspiring Trust by showcasing backing of establish co-operate

• Team of uniformed communicators go door – to – door inviting the TG for an evening event outside the Agent’s House Only R1 and R2 homes Announcing that the Cable Operator is now also an ICICI

Prudential Agent Explain how his association with ICICI Prudential is

beneficial for them

• The agent to accompany team and personally invite Key Opinion Leaders from the Village

Establishing Agent Credibility

The Evening Event

• Shamiana Set-up • ICICI Prudential Representative to introduce

company History

• IRDA and RBI norms – safety of money • Communicating Advantages

Insurance, Private Player and ICICI Prudential

• Highlight Agent Credentials (Training + Certification

• Small AV – Slice of Life

Establishing Agent Credentials in Satellite Villages

• The agent along with a fabricated mobile unit will move to all Satellite Villages

• The agent will personally visit all R1, R2 homes and tell them about his new venture Existing Relationship Hands over the AV cd

• The fabricated van to make announcements and give out leaflets

• Visibility at Retail level through Posters, Banners and Flanges

Agent’s house

Frequency builders

SustenanceHaats, Mandis

& Feeder towns

Feeder Towns

• It has three to four main market and five to six smaller markets

• It has around fifteen to twenty colonies• The number of PSU banks are high and are

generally located at Mandi area or the main road

• Self employment is the primary mode of occupation Trading

• Buses, trekkers and matadors are the primary mode of local transport

• It is spread in a radius of seven to ten KM

Employment for People from nearby villages

Float activity

• Branded float Will Cover towns & Mandi’s Manned by Uniformed Communicators Street Play Artistes to perform on a brand led

script Cover 4 locations a day

Would spend 3 days in towns, 5 days in Mandi’s and Mills

– ‘Jeetay raho’ (Har zaroorat mein aapke saath)

Commercial Points

• Haat Shop signage, Canopies, Dispensers, Demonstrations, Banners -

Horizontal/Vertical, Folk performances• Mandi Gates, Cycle stands• Pashu Mela Shop covers, Canopies, Umbrellas, • Cooperative Wall Paintings,Tin Plates, Cart, Cycle -

Shops • Banks Shop Paintings, Branded bags, • Milk Coll’n Points Demonstrations, Hand Bills, Posters• Agro Equip. Announcement Drums, Free Health Check

Ups, • Shops News Bulletin Boards• STD booths Signage, Drinking Water facility ,Toilets

Commercial Points

• Haat Shop signage, Canopies, Dispensers, Demonstrations, Banners -

Horizontal/Vertical, Folk performances• Mandi Gates, Cycle stands• Pashu Mela Shop covers, Canopies, Umbrellas, • Cooperative Wall Paintings,Tin Plates, Cart, Cycle -

Shops • Banks Shop Paintings, Branded bags, • Milk Coll’n Points Demonstrations, Hand Bills, Posters• Agro Equip. Announcement Drums, Free Health Check

Ups, • Shops News Bulletin Boards• STD booths Signage, Drinking Water facility ,Toilets

Hoardings

• 2 to 6 hoardings per town depending on the pop strata

Railway Crossing Branding

Branding Modes of Transport

Brand Modes of Transport

Religious Festivals

Mela’s Mass

Influence Programs

Activating Haats

Last year alone we activated more then 3,000 haats with different brands through Multiple

Exposures

What is a Haat?

• Haats are the hubs of rural economy a place for transactions a reflection of the pattern of consumption and

production in villages they are traditional institutions, an integral part of the

rural environment – both physically and culturally

• The prominent feature of haats is their periodicity most are held once a week, at a fixed location

• It can be a congregation of as many as 4000- 6000 people per haat day

Haat in a ground

Haat by the road/street

Registration – Database

Brief on Policies using Visual Aids

Interactive Brand Communication Tools

Introduction of the ICICI Prudential Local Agent

Health – Check

Visibility @ the Haat

Birds-eye view of a Haat

Haat in a ground

“Jharokha”

• 10 by 10 billboard set-up on the side of the Wall • Cemented and Safe • Guaranteed period – Rentals • Uncluttered • Reccee for Site Identification

Activating Mela’s

About Melas in general

• A total of over 4000 melas are held in India• Total congregation of over 12.5 crores• Attendance from 10,000 to 20 lac• Most Melas between September -April

Why do people visit melas?

• Religious reasons Puja, Mannat, Snaan

• Cattle buying and selling• Entertainment• It is a routine to visit them

because they have been visiting the Mela for many years

Every Mela offers unique Opportunities

Sabrimala

• Devotees have to take a bath before doing 'darshan',

• The temple is on a hill top and “devotees” go barefooted

• We had mobile bathing units at the start of the hill on the way to the shrine

• Consumers can come there have a bath with Lifebuoy free of cost

Nauchandi, Bramhotsav, Sonepur (will be done in 2007)

• There is a huge parking area for Nauchandi, Pole kiosk and Welcome gate next to the parking

• There are eateries in the mela site Mobile kiosk in front of big eateries so that

consumers can wash their hands with Lifebuoy free

of cost

• Demonstration through glowgerm demo

Our Strengths

• Robust Mela Database • Local Knowledge • Experience in Implementation Mela Programs

Options

Media planning

Media Report

• Shows report of media penetration in the selected area as well as adds map to the view. The data used for this report is a pre-calculated index.

Thinking elements

1. Objective1. Marketing2. Advertising

2. Target Group3. Brand Scan4. Environment scan (Competition, industry trends)5. Product features 6. Pricing7. Distribution network8. Sales Structure/training/motivation

Thinking elements

9. Positioning (Proposition + reason why)10. Media/marketing/advertising challenge11. Creative Strategy

Proposition, possible routes12. Creative execution

Print ad Radio ad Commercial

13. Points of contact14. Medium/360 ideas

Mass media (TV, Print, Radio) PR Direct and Tele Marketing Activation (Outdoor – hoardings/bus shelters/signage/modes of transport/other visibility

mediums, events, contests, promotions, POS, sponsorships, Last mile) Cinema Activation Internet (Popup, Banner, Blog) Viral, Buzz, WOM Cause related/Social Marketing Mobile

15. Media planning

Thank You

rural marketing icici case study

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strategic application classification

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