RURAL MEDIA PLANNING

Presented ByChandan Singh

Dr. Rajendra Prasad Central Agricultural University, PusaMBA(AGB)/92/2015-16

CONTENTS

• Introduction• Objective• Types of media• Rural media challenges• Media strategies

INTRODUCTION

• In the view of marketing, media is the process of marketing communication to inform, persuade and influence the consumers in the favour of goods and services.

OBJECTIVE It communicates marketing information to

consumers, users and sellers.

Media persuades and convinces the buyer and influences his behavior to take desired action.

Its stimulates demand, capture demand from competition and maintain demand for the company’s products even in a competitive market situation.

TYPES OF MEDIA

Mass media (conventional)

Traditional media (non-conventional)

Television Wall painting

Radio Posters

Print Demonstration

Cinema/Theatres Mela

Word of mouth Folk theatre

Video on wheels Post card

Mass media (conventional)

Traditional media (non-conventional)

Television Wall painting

Radio Posters

Print Demonstration

Cinema/Theatres Mela

Word of mouth Folk theatre

Video on wheels Post card

MEDIA EFFECTIVENESS

• Audience profile - Rural audiences are exposed to mass media, and can be easily reached, and young male members are majority viewers of television

• Media preferences - Traditional media can be more effective with rural audience. Interpersonal communication (IPC) was ranked most effective, followed by TV, print media, and then radio

• Media viewing and listening behavior - Television radio and print media in rural areas is very popular such as (DD national, Vividh Bharti, Dainik jagrn, Hindustan etc.)

RURAL MEDIA CHALLENGES

• Spread and diversity• Low literacy level• Poor infrastructure facilities (road, telecom,

electricity)• Different leisure time activities (no fixed

timings, and often requiring work during nights and in odd hours.

• Lack of research data

RURAL MEDIA STRATEGIESManaging spread and diversity• Languages : The message has to be understood.• Identifying geographical locations with a larger

concentration of rural consumers.• Locating potential consumers with a higher

propensity to spend.

Use of audio-video medium• Literacy rates being less in rural areas, and TV and

Radio having much more reach in rural masses compared to print media, communication through electronic media must be given priority over press.

Use of publicity vansPublicity van is one of the effective tools for ruralcommunications. Example:- Agricultural input companies regularly use video vans for promoting their products.

Use of stall and Hatts

Especially in kisan Mela and village festivals to spread messages and can also include brand trials.

FOCUS ON OPINION LEADERS OR REFERENCE GROUPS

Communication through wall paintings and Hoardings

India’s Thirst for Rural Market

1.Availability : availability of the product to customer

2.Affordability: product pricing

3. Acceptability : convincing the customer to buy the product

Coca cola India’s Rural Marketing Strategy

Acceptability

Extensive marketing in the mass media and outdoor advertising

Aggressive rural communication campaign consisting of

Hoardings

Participation in weekly Mandis and annual Haats

TV commercials

Print Advertisement in several regional newspapers

Hoardings and wall paintings

• Put up hoardings in the villages

• Painted the name Coca cola on the compounds of the residences in the villages

Weekly Mandies and Haats

• Weekly Mandies :Weekly fairs where villages gather and sell their produce

• Annual Haats: Annual exhibitions conducted during festival season

• By setting up temporary outlets

TV commercials• Targeted at Rural consumers• Increased Ad- spend on

Doordarshan• 2002 Commercial featuring Amir

Khan to communicate the message of price cut and launch of Chota Coke (200ml Rs.5 bottle)

Thank you