rural marketing low investment - high impact campaigns
TRANSCRIPT
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Rural Marketing campaigns
that work.....
Sai Vinoth
All Images used in the presentation are owned by respective Copyright Owners. We thank them.
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Rural India at a glance
52 % of Population
Contribute 46% FMCG
Spend , 23% in durables
49.5% Tele density
41% of households with
non-agriculture income
17.94 Crore Rural Households
71.2 % literacy rate
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Rural India at a glance
Top 3 Spends
Jewelry Consumer Goods Education
Products with double digit growth in FY15
Top 3 Spends
Baby Oil Hair Oil Shampoo Tooth Powder Beverages Milk Products
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Rural Consumer characteristics: FMCG
Corner shop or Kirana
Friends , shop owner influences, Free
drives
TV, magazines at Barber shop,
village library, hoardings
Brand conscious, substitution
high, loyalty ???.
Brands, celebrity association, packaging
size
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Rural Consumer characteristics: Consumer durables
63% buy when they need it Hops to near by town
Family, friends, shop
owner influence
Brand conscious
TV, Radio, magazine information sources
Value high on functionality, looks matter
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Rural Consumer Characteristics: Implements
Prefers own instead of
rental, prestige
Service at Village center
Or dealer Prefers a dealer
who can help in all
paper work
Prefers to buy through
subsidy
Co-farmer, friends , dealer
influence
Must look
rugged &
robust
Hops to town < 25 Km
Extension services,
hoardings, banks major
sources of information
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Marketing campaigns that work: wall paintings
House Shops/Dabha
Community play ground Rice Mills/ College
Community halls
Under pass/ Culvert
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Marketing campaigns that work: Vehicles
Buses, Water Tanks, Auto,Cycle
Rickshaw
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Marketing campaigns that work: Premises marketing
Places of worship Tea Shops
Repair shops
Public Health Centres
Villages offices
Effective for
personal care,
industrial products
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Marketing campaigns that work: Events marketing
Local events
Festivals
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Thank You
Browne & Mohan
Board & CEO Advisors, Management Consultants
38 2nd Floor, 8th Main, 8th Cross, Jayanagar 2nd Block
Bangalore-560 011
Ph: +91-80-26565164/40951170
www.browneandmohan.com