A different market but a completely different socio-cultural entity – ‘Rural India’

Rural market is the latest buzzword not only in India but many other big economies such as China, Indonesia and Vietnam. Marketing gurus look at this highly potential market segment as the market of the future. Yes, in a country like India where economic growth has been consistently good for more than a decade; it is a high time to concentrate on this unique socio-cultural entity.

According to economists and marketing experts, urban economies show an immediate reflection of the global economic change. Rural markets take quite some time to show the impacts. In such scenario, they can be a good buffer for diverting the business. It is needless to say that the complexities of rural markets should be kept in mind while designing marketing strategies.

It is the common mistake that marketers extend their urban marketing programs without focusing on rural market. Quite obviously, they fail to create any impact because of the fundamental differences in the mindset and concepts. Here are some aspects that distinctly differentiate between the rural and urban market.

Rural customers are not influenced externally, but internally

What do we mean by it? It means that they are closely knit with the community, and real-life experience is more convincing for them than a marketing campaign. Therefore, community campaign is an effective way of communicating about product and services. Since people rely more on the word of mouth, it is critically important to have the first impression right.

There is a lack of media channels, but the recall value is incredible

Unlike urban market where consumers have a plethora of media channels, but a feeble recall value, rural markets have very high recall value. Once they get connected to a marketing campaign, it is very difficult to erase the impression. It is the reason; the products and services that reached to the rural market still enjoy terrific recall value. Seasoned marketers have used intelligent micro-marketing campaigns to tap the markets.

Audio – Visual campaigns, Haats, Yatra/Mela Marketing programs, Bus Stand announcement advertising, mobile vans, and marketing campaigns in the fairs or local events are a few successful marketing ideas.

It takes time to establish the brand, but it is long-lasting once established

Typically, you need quite a long time to establish a brand in the rural market. However, the loyalty of the rural market is amazing. Hence, front-loading the investments and waiting long for the results would be the right marketing strategy. The returns will come without fail, but you need to give sufficient time and have to be consistent in approach.

New perspective in rural marketing

Several game plans are suggested by the experts when we ask about the best way of getting success in the enormous rural market in India, and everybody has a different story to tell. However, everyone agrees to the fact that developing an effective distribution channel is one of the key elements of success. Failure in achieving it would be a major inhibiting factor for business growth.

Whether it is a consumer product, food product, or electronic item; it should reach to the right people at right time. Thus, effective distribution network, fast and swift modes of transportation and good warehousing facilities are extremely important.

What could be the best means of reaching the masses?

Many companies have done exceptionally well in the niche of reaching the rural markets and consumers. They developed fast and economic models to reach as many people as possible. Other than meticulous planning and flawless implementation, they developed smart ways of doing the things. Experts say that it is possible to take the performance to further high by doing something exclusive and unique. It is certainly a new perspective towards rural marketing.

(i) Is it possible to use the public distribution system which already exists? Since thousands of fair price shops and millions of people depend on it for the supplies of food grains, kerosene, and sugar, the system is fairly efficient and accurate. Using the same infrastructure for marketing the products in the rural areas would be cost-effective and accurate. Of course, it will be a chargeable service. However, the accuracy and dependability will make it the preferred service.

(ii) Use of rural cooperative societies: Almost every village in India has some or other cooperative society. Marketing experts say that these societies can play a pivotal role in making a product or service hit. They can be instrumental in distribution on a chargeable basis. Since the societies would earn handsome money, they will do it enthusiastically.

(iii) Using social and religious events for product marketing: In the recent years, marketing experts have realized the huge potential of events that take place in the rural areas. Mela, Urs or other religious events showcase the product or services to a large audience. The cost of product promotion is quite reasonable, and the results are superb. As the products are displayed in the local event, people associate to it pretty well.

These groundbreaking perspectives have a great potential to change the rural marketing.

Rural Growth is Key to Indias Success

When they say India lives in the villages, they are not wrong. A country where more than 80 percent of the population lives in small and middle-sized towns (a chunk of the population contributing eight to ten per cent of the total economic growth); how can one ignore it? Economists say that the key to growth lies in the rural sector, keeping in view the saturation in the urban areas.

It is the time to turn back to villages

A big chunk of the Indian population which lives in the rural areas was neglected for more than two decades after the economic policies took a U-turn from the traditional socialist ideology to so-called capitalist market. Everything from marketing strategy to product development and advertizing to promotions was focused on the neo-rich and upper-middle segment of the urban population. It drifted the lifestyle and habits of Indians and world-famous pizza and burger outlets marked their presence in the Indian market, promisingly and successfully.

After a whooping success for more than two decades, the urban market faces a big challenge in maintaining the same growth rate. Hence, the time has come to look back a big chunk of the Indian population that shows tremendous growth potential and promising future.

Though it is a challenging task, not impossible

Everyone agrees that the key to growth lies in the rural market, but it is equally true that the path is full of steeps and turns, just like approach roads in the villages. In a market where round-the-clock power cut is still a reality, how can one think about marketing lifestyle products that expect uninterrupted power supply?

However, the rural India is changing and with a pretty fast pace. As the government is keen to take the necessary facilities to the remotest village, good quality approach roads are being made to every village. With more emphasis on unconventional energy sources, e.g. solar energy or wind energy; villages are being made self-sufficient for power generation.

It is quite clear that as these efforts would start yielding results, there will be a phenomenal change n the life of the rural people. With a significant growth of the middle class in these areas, the demand for lifestyle products will surge like anything.

Companies that read the pulse of it correctly get prepared for the new challenge. Early movers would have the obvious advantage. They will not only seize the biggest chunk but maintain excellent growth as well.

Godrej spreads the message of purity this kumbh season

Godrej Consumer Products limited (GCPL) through its various brand activations has created an experience that brought alive the Kumbh ritual of purity, making every Indian experience of India’s purest bath even more pure and enjoyable.

Kumbh Mela is a mass Hindu pilgrimage, held in India every three years and attracting 100 million people. GCPL installed multiple refresh vans across the city at various junctures like bus stop entries and pilgrim shelters so that the devotees can feel the purity and essence of such a pious festival right from their arrival. These multiple experience zones have successfily been able to touch each and every Indian across ghats and akhaadas, enabling the pilgrims to experience the glow of Godrej No 1 soaps and get rejuvenated for the holy dip.

Not just this!! GCPL ensured that the holy place where the Aarti took place was also pious and pure. How?? Simply by creating a number of fumigation rickshaws shaped like Goodknight Fast Card that moved around the mela and guaranteed that the place became mosquito free within minutes. Given the unexpected rains and the season of mosquitoes, a team of experts also performed particularly created Goodknight Fast Card aartis across Akhaada by lighting up special diya’s before beginning of a bhajan or aarti inside ahaadas to ensure that the place becomes mosquito free.

“From the Akhada to the main ghat, GCPL sure made it a pure, pest free and a memorable experience for all the pilgrims. The brand has very consciously moved away from the traditional concept of a static stall and has created mobile experience zones.  We are also sampling more than 20k Godrej No 1 soaps and 1.5 lac Fast cards to devotees,” said Sunil Kataria, Head – India and SAARC, Godrej Consumer Products Ltd (GCPL).

About Godrej Consumer Products Limited:

Godrej Consumer Products Limited is the largest home-grown home and personal care company in India. We are constantly innovating to delight our consumers with more exciting, superior quality products at affordable prices. We have bold ambitions and are becoming more agile and future ready. We rank number 1 in hair colour, household insecticides and liquid detergents and number 2 in soaps. In India, you grow up with our brands – Good knight, Cinthol, Godrej Expert, Godrej No. 1 – and we are now on our way to becoming an emerging markets FMCG leader. In line with our 3X3 approach to international expansion, we are building a presence in 3 emerging markets (Asia, Africa, Latin America) across 3 categories (home care, personal wash, hair care). In 2010, we acquired the Indonesia based Megasari group, a leader in household insecticides, air fresheners and baby care. With the acquisition of Rapidol and Kinky in South Africa, the Darling Group, a leading pan-Africa hair care company, and Frika, a premium hair care brand, we have a strong presence in the fast growing African hair care market. We acquired the Issue and Argencos groups in Argentina, leaders in hair colour, in 2010, and expanded our footprint to Chile through the acquisition of a 60% stake in Cosmetica Nacional. Our UK business acquired in 2005 has a play in hair and personal care. We also operate in the Middle East and have a strong presence across SAARC countries.

Read more at www.godrejcp.com

Marketers are trying to make Mela Marketing work in Rural India

It is said that if one wants to feel the soul of India, then one has to visit the rural India. Yes, the true colors of fun, celebration and hospitality are there in the villages and towns of interiors. Undoubtedly, the country has made immense progress in last three decades, and it is one of the strongest economies in the world; still the real flair can be sensed in the villages. Marketing experts say that the Indian rural market has an immense potential. No wonder, marketing gurus design strategies specifically targeted towards the rural market.

Mela is an integral part of the rural culture. It is not just an occasion for people to assemble and enjoy, but also an event of cultural amalgamation and exchange. From centuries, Melas are considered an important element of social interaction. Right from the small melas organized in every village where the center of the attraction is some religious place, big events like Kumbh Melas; everything plays a critical role in making people together.

Why does Mela Marketing work in the country?

As per marketing experts like Vritti Media, three pivotal elements make Melas the right place for marketing products and services:

• A big gathering: Whether it is a local mela event or Kumbh Melas, a big crowd is guaranteed. No wonder, it is a great opportunity for marketing geeks to showcase products or services. Researches and studies confirm that marketing campaigns launched during big mela events have become overwhelmingly successful in the past.
• People come with the mindset of purchase: Except the huge religious events like Kumbh Melas that are religious events, all small melas are social and commercial events. They are organized after harvesting usually. Hence, farmers and villagers have sufficient money to spend.
• It is cost-effective marketing strategy: Though a company has to market products and services at multiple places, still Mela Marketing is relatively inexpensive than others. Infrastructure and advertizing costs in the melas are quite low and companies find it financially viable.

A small mela in the adjacent ground of a tiny village is one of the most charming events for the local residents. They wait eagerly for the whole year and want to get the best fun there. For marketing companies like Vrittii Media, it is a gala time to reap as much business as possible. It is the reason; mela marketing is one of the best strategies today.

Five impressive facts about the rural sector

India is known as the country of villages because most of the population lives in the rural areas. It predominantly depends on agriculture, making it the backbone of the economy. No wonder, the rural market plays a significant role in the consumable sector. However, the segment has been neglected so far, and all marketing strategies have been myopic to the urban population. With the economic development in last three decades and widespread popularity of the satellite television make the rural people aware of the latest lifestyle products. As a result, entrepreneurs realize the immense potential of this unexplored niche.

Indian rural segment is special

As per statisticians and economic pundits, the rural sector of India possesses a few remarkable peculiarities that are just impossible to ignore:

• The Indian villages and rural sector are self-sufficient from centuries. A village is a self-contained unit where the people depend on agriculture for food and local market for the day-to-day stuff. There are skilled, semi-skilled and unskilled people in the village that contribute to the economy as per their ability.
• With the social and political reforms happened in the last 20 years, people of rural areas became socially and politically aware. They know their strengths and weaknesses and don’t hesitate in putting forward their feet on the important national issues. They use the welfare schemes run by the government, get the benefit of subsidies and utilize the power of ballet.
• The people who live in villages know the power of commercialization of agriculture. They make use of the opened up economy to yield the maximum profits from the agriculture. They use high production techniques for high-quality crops. A major portion of the profit is used for spending on the lifestyle products. No wonder, entrepreneurs find the market highly lucrative and profitable.
• There has been a tremendous emphasis on the road connectivity in last decade. Every village has been added to the mainstream by at least one approach road. The ambitious “Pradhanmantri Gram Sadak Yojana” and “Golden Quadrilateral” schemes connect the majority of the villages. It enhances the market potential of the rural India.
• With the increase in competition and readiness to offer the best products to the consumers, retail sector opens new horizons. Producers earn more profits than ever before, and consumers get high prices.

The aspects enhance the importance of this niche, making it a greatly promising market of tomorrow.

Think Local, Act Local to reach the Rural masses

India took a giant leap in the decade of 90’s when liberalization and free economic policies opened a huge market to Indian and multinational companies. Undoubtedly, the focus was predominantly on the urban market in the first few years. However, rules of the game changed in the later years.

With the economic surge, there is a potential increase in the paying capacity of urban and rural people. They are ready to pay for good quality product and services which add value. Lifestyle products show a remarkable increase in the rural segment because of enhanced awareness. Penetration of digitalmedia (Internet and Mobile) is changing the living standard rapidly. The spending power of the rural public is increasing and so is their thought process.

In such scenario, marketing gurus need to design innovative and effective ways of reaching the rural India, which emerges as a huge marketplace. It is for sure that future marketing strategies should be designed based on the needs of the rural segment.

With vast diversity in rural markets, various innovative methods need to be used to capture the rural audience. Companies need to change their strategies to be successful in the rural areas keeping in mind the Local nuances linked to cultural, economical, technological, social and political factors.

Localizeefforts to appeal to rural masses

Lifestyle, perceptions, and emotional triggers are totally different if we look at the urban and the rural population in India. Hence, the marketing strategy also should be different. Studies indicate that localized marketing campaigns and promotions attract more eyeballs than the global and generic ones. Companies should focus on building a strong foundation to bring consumer loyalty and a mindset to promote products at district and taluka levels. With so much diversity in rural landscape, a common state level communication needs to be altered and “customised” at the district level and taluka level to achieve a higher penetration and effectiveness.

For brand managers the question is how do we localise? This could be done by thinking local and acting local. The secret of success in rural market is to implement the 3 Ms of marketing i.e. Market, Message and Medium correctly.

 

LatestAudio trends

Vritti i media has quite effectively utilized it by implementing an innovative idea of “Audiowala bus station” – A Computerized Public address system at ST Bus stations. Currently this medium is present across 5 states Maharashtra, Karnataka, Punjab, Rajasthan and Goa with a reach of 250 Million people across 250 locations. This mass medium is being used by 100+ corporate brands to reach small towns and rural India.

“Audio Wala Bus station” costs less than one paise to reach a single prospective consumer. Other major USP’s of the medium include 100% guaranteed reach of the message among the masses, Localized audio communication and dynamically changing content.

With ever expanding infrastructure, increasing purchasing power, business friendly government regulations and policies along with initiatives like “Make in India” and consumer’s behavioural changes, the future looks very promising for those who understand the dynamics of rural markets and exploit them to their best advantage.

Vritti I Media And Outdoor Advertising For Rural Promotions

Numerous media establishments are surging forth in the arena of organizing outdoor promotional campaigns. These companies utilize the dual medium of video and audio advertisements. Such positive aspects enable your company to reach audiences at the grass-root level. Notable media agencies ensure the integration of high-quality software platforms with optimal media player hardware. You can even obtain qualitative creative content along with an indoor and outdoor installation of media products. Proficient teams can expertly handle the nuances of intricate network management. It always pays to check a specific company’s extensive experience in the field of sponsored campaigns and propaganda.

  Dynamic audio and video
Reputed establishments have considerable experience of working with railway and bus stations. These agencies also provide unique concepts in regards to advertising on the highway. Other sectors include theatres, cinemas, hotels, restaurants, education institutes, major retail outlets, etc. You will notice that these are essentially public places with diverse demographics. An advantageous aspect is the utilization of digital displays and associated technicalities. These methods facilitate an attribute of dynamic imaging. Such aspects help in drawing the attention of other people. It is an effective and feasible medium when compared to other methods of communication. Servicers also ensure a provision of dynamic sound facilities, as well.

  Significance of content
Numerous benefits are associated with outdoor media establishments that offer convenient and cost-effective solutions. The prime intent is to enable localized marketing concepts along with targeted communication. You can obtain wide-ranging and qualitative content delivery from Audio Visual Advertising Agencies in Mumbai. In case if you require any moderations in the content, then that can be arranged speedily. It is important for the content quality to be interactive so that it sends the right message regarding your brand. Media experts ensure the provision of simple and hassle-free aspect of remote content management.  It is vital to construct advertisements in local languages for ensuring wider reach.

  Ensuring strategic positioning
It is fundamental to integrate innovative and interactive solutions for accentuating your brand’s image. By choosing appropriate outdoor advertising agencies in india, you can obtain convenient options. These companies utilize optimal concepts of canopies, kiosks and product display for event marketing. For implementing promotional marketing, agencies employ discounts and sales coupons, leaflets, brochures, incentive items, free samples, etc. In case of outdoor activities, you can obtain services in the form of glow sign boards, standees, stickers, hoarding, billboards and decorative banners. Servicers must ensure appropriate placement of props and banners for drawing the consumer’s attention. It is vital to ascertain a strategic position of brand’s banners, as well.

Growth in rural advertising and Vritti iMedia’s role

In India, the cultural and language diversity makes it tough for advertising produts to market in an uniform language.Thus it is an interesting challenge for rural advertising media compaines to tap the potential here. There is a need to adapt to the diverse linguistic needs of rural India. It is a largely untapped audience, but with specific strategies this audience is being tapped and informed through rigorous rural advertising and marketing.
Rural marketking is growing at a rapid speed with a range of products satisfying the needs of rural India today. The tastes, preferences and choices of consumers in rural India are changing at a rapid pace. They are getting transformed with time and availability of option in the market. Hence, rural marketing and advertising is getting audience and strong ground in India. Certain challenges of rural marketing like languages, literacy rate and accessibility are been overcome by media compaines with respect to their advertising. The research of  marketing strategies  has made it possible for the companies to successfully reach rural India.
Through bus stand announement advertising, Vritti iMedia has been the most successful in rural advertising in India. It has made products like Parle, Vicco, Godrej, Lux of FMCG category;the automobile sector includes Honda, Bajaj, Maruti; Banks like SBI, Central Bank and Union Bank and many more. These  commercial audio advertisement has made Vritti iMedia has been an ace company in growing the reach of rural marketing and advertising.

Get your Brand promoted at The Kumbh Mela the Holy Event of the Indian culture

A Kumbh Mela is one of the most important aspect of Mythology in India. Nasik, Ujjain, Hardwar and Prayag are the holy locations where we celebrate the Kumbh Melas. It is an event that is celebrated with a lot of rituals and enthusiasm. The crowd goes crazy and the devotees perform rituals, discussions on religious topics, devotional singing songs for their Lord, holy men and women and poor are fed, out of all these bathing is considered as very sacred and it takes place at the holy town in Nasik at the bank of river in Trimbakeshwar.

We are fortunate to have a Kumbh Mela happen this year in 2015 after its twelve years i.e. from 14th July to 25th September. This year Kumbh Mela is happening in the beautiful city of  Nashik. From all over the country, the Kumbh Mela successfully draws thousands and millions of devotees and tourists to share their prayers. Like every year in which the Kumbh Mela happnes, It is expected that a crowd of over 1 Cr. People will visit this year, refering to the previous years’ statistics and analysis. With such an enormous crowd visiting the location, it is expected to attain maximum results, if one brands their products at such a location. Branding and product promotion is surely a win win situation where you expect such a huge amount of crowd.

Promoters like Vritti iMedia have grabbed this opportunity of taking space for the purpose of branding marketing and customer engagement. Such organisations have participated in order to help brands attain maximum viewers for their products and services and help them in branding their products to a major target audience.

Branding through Information & Direction Boards with quantity of 1500 Information boards that are used for providing the important govt. and safety information with product branding. Direction boards are also used to direct the pilgrims to the right direction across the city. Also LED & LCD are located at various places of the city for the purpose of brand promotion.Branding will also be done on Police watch tower with 4 side branding. Canopy Activation at Strategic points of the city will also be done for effective branding. Public Address system at important strategic locations of the city will also ensure good branding and rural promotion.

Vritti iMedia has fruitfully used the platform of Kumbh Mela for advertising in rural areas with the great intention of promoting various brands and its products in a way, that your brand gets maximum reach. Such initiatives with outdoor advertising ideas have made a lot of difference to various brands and its marketing and promotional activities and the same is expected for the Kumbh Mela.