rural marketng of telecom sector

8/8/2019 Rural Marketng of Telecom Sector

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TELECOM SERVICE PROVIDERS IN THE VILLAGES


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The expansion of India's telecom industry has ledto an "all-inclusive growth" of the Indianeconomy in terms of GDP

In the 2006/07 the country saw the growth ratehit 9.6 percent-Majorly due to telecom sector.

The demand for telecommunication services aresurging across rural India, as middle class andupper classes are growing in most villages


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y A huge population 720 million people in630,000 villages across 3.2 million square miles.

y A massive economy over 50% of Indias total

GDP. There are almost same number of middle tohigh income households in rural areas (21.16 mn)as urban India (23.22 mn).

y A booming economy with the consumerdurables market, for example, growing at 25%per year (vs 10% nationally).

y A parallel economy with the same needs asdeveloped markets but a reduced ability to pay.


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No celebrities will work

No mass media coverage-Due to lack of access to technologyRural market lies in the bottom of the Pyramid.

The 4 As workfor themAvailability

AffordabilityAcceptabilityAwareness


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y L ack of transportation-Coordinated rural transportation based on mobile information

delivery, will increase convenience and allow users to findreliable, regular and affordable transportation on-demand.

y D ifficulties in managing commercial transactions-Micro-commerce ventures like mobile ordering, payments and

delivery requests can all help isolated small-scaleentrepreneurs in remote locations.

y L ack of healthcare services

-Telecom and broadband intervention will allow doctors, nursesand midwives to stay in closer contact with patients.

y Ignorance of governance policies-Rural governance services giving access to citizen data will allow

the rural population to be more informed about national level

developments and reduce the urban-rural divide.


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The most favorable service provider in one ofthe 2 villagesHas good network in the villageAvailability is high but the distribution is notwell channelizedBranding is seen in and around the village-not extensiveThe amount that people spend is Rs 10/- toRs.150/-


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Is favored in one village and not in the restThe network is good in Sonwadi because ofthe existence of a towerAvailability is high, but distribution is poorVery poor branding around the villagesThe spending of the people remain the sameirrespective of the network


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Not favored by the villagers

Usage rate of Vodafone is extremely lowbecause of poor networkAvailability is not as high as that of Idea andAirtel. This is because of low demand

Huge amount of branding is done all aroundthe villages and district


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W ell channelized distribution- Direct distribution to the rural market

Trade discount and trade promotions- Incentives to the shopkeepers for branding and

meeting sales target- prizes

Tie-up with a mobile company for low costphones to be distributed


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y W omens initiative- Educate them in the village to encourage sales- Special schemes , e.g. speak to the ancestral

home free of cost- Interaction with women on Mondaysy Festival branding- The service provider can brand the pandals- Built kiosksy Cultural fairs, dramas and respected community

eldersy Fairs and weddings


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Communicating and changing qualityperception

- Value for money

Communication in Indian languageExploit social and cultural values

- Sensitive people

Talking about a normal Indian- Base advertisements and interactions on

normal Indian familiesMarathi names for the schemes


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W orkshops to educate the children in the villages- The best performer gets a mobile phone with

sim cardSponsor cricket tournaments- The target audience is the youth

Medical check ups twice in a year

- This will help the villagers to connect with thebrand


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rural marketng of telecom sector

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