Outdoor advertising in Indian village

When you want to achieve a grand success in the market, it is not possible to ignore the rural market. It occupies a big chunk of the pie, and there has been a tremendous increase in the market potential due to excellent economic growth in India. Marketing gurus say that rural marketing is a different ball game that forces marketing gurus to unlearn the conventional concepts.

All aspects of product marketing have to be revamped and refurbished when you focus villages. Outdoor marketing, one of the pivotal aspects of the marketing plan, isn’t an exception to it. In fact, it is quite challenging to design Outdoor advertising in Indian village as compared to cities and towns.

Ways of attracting rural customers by outdoor advertising

As mentioned earlier, rural marketing is a specialized niche; marketing experts are required to brainstorm to find out innovative and creative ideas. Since it needs huge money to promote the brand in small villages, it is furthermore important to keep the costs under control. Here are a few effective ideas of attracting a large number of people by spending less.

Street shows

Have you ever seen street shows in small towns and villages? Yes, they were quite popular in the old days even in big cities. However, they have remained confined to the villages nowadays. There have been examples of the creative and effective use of street shows for marketing activities.

Wall painting

You must have observed wall paintings in the rural areas promoting brands and products. It is quite popular because there are two benefits of it. Firstly, the wall gets painted without any cost which is a good thing from the owner’s point of view. From advertizing company’s perspective, it doesn’t require to spend separately for rent. Thus, it is a win-win situation.

Unconventional marketing tactics such as Audio Wala Bus Stand

With the effective and impactful use of creativity and innovation, smart marketing companies have been able to drag the attention of rural people. Vritti Imedia is a company that made history by using bus stands for product promotion and brand building.

It used the audio announcement system of bus stands in some selected states where bus service is excellent. Since the footfall is quite high in these states, the promotional activities were quite effective and useful. With intelligent product selection and appealing ideas, Vritti has been successful in making the best use of it so far.

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

Insight of Banking Service in Rural India

The government is keen to carry the benefits of several welfare programs for the rural people. From ages, the government agencies have been doing the task, and there are complaints of huge corruption and scams. Statistics revealed that out of each rupee dedicated to the rural people, hardly 10 percent used to reach to the real beneficiaries. Since no effective network of banks was there, the government didn’t have any other choice. However, the situation has changed dramatically in last two decades, and now the benefits of the schemes get credited to the bank account using the network of banking services in rural India.

The corruption and leakage of money stopped due to the new mechanism, and people are saved from moneylenders, bribes, and bureaucracy. The programs intended to change the lives of the rural people are succeeding in doing so.

There are still many challenges to overcome

Undoubtedly, there is a drastic change in the scenario but looking at the vastness and magnitude of our country there are still a lot of things to do.

• The biggest challenge is to win the confidence of rural people. They have a misconception that there is a pocketful of money required to open the bank account. Also, sometimes villagers think that the money in their bank account will be taken by the government without informing them. Of course, these rumors or incorrect assumptions won’t do any good. Awareness and counseling are the only ways of convincing people.
• Some private banks (or even co-operative banks as well) insist opening accounts with a handsome money, which is a big issue for the majority of rural people. The government should keep a close eye on it and put controls on the same.
• Since the transaction costs carrying to the rural areas are higher than the urban areas, private banks avoid taking the responsibility. It is important that the government looks into the fact and reimburse a part of the transaction charges to make it economically viable.
• Customer education is another big issue. Since the literacy rate and awareness are low in the interior parts of the country, the customers need to be educated about the basics of bank transactions. People scare by the sight of bank officials. They think that the government officials will charge money for it. Convincing them about the government plans is a big issue.

With the course of time, the situation will improve. The rural banking sector will flourish and add a great value to the country’s economy.

Methods for Motivating Rural Consumers

Indian rural market shows immense business opportunity with the economic development in the recent past. As people become educated and aware of the global happening due to extensive reach of television in the interior areas, there is an increased brand awareness and quality consciousness. Marketing managers are forced to find new and effective ways of making an impressive presence in the changed scenario.

Earlier there was a concept of “cheaper is better”. Thus, keeping the product price low was the sure key to success (even if the quality is compromised). Now, rural people look into the quality aspect keenly and do not accept substandard products. As a result, Business Management experts are forced to do an in-depth research to find out the secret of success in the niche.

Here are five best strategies that certainly motivate rural buyers

1. Communication should be easy and direct: Yes, companies realize that rural market understands communication which is straightforward. It should be in the local language and free from marketing gimmicks. It makes the things effective. Themes and concepts of advertising should be understandable to them.
2. Focus what customers need: A customer always wants the best value for money. If the product doesn’t attract him, he won’t spend the hard-earned money. Companies should focus on their needs and offer products that make sense. Cultural values play a big role in the buying decision.
3. Market segmentation and micro development: It is very much important to develop products after doing extensive research and segmentation. When products that impact a particular segment hit the market, they become immensely popular. Behavioral pattern of Indian consumers is changing rapidly. Hence, the micro-level analysis is highly important.
4. Following the best distribution strategy: It is another important facet of rural marketing. An effective distribution channel takes the products and services rightly to the right consumers. Since costs of reaching interior markets are high, a good marketing manager derives the best strategy which is effective and economical.
5. The “Indian” connection: Though rural customers are aware of all modern things, they still prefer products that are Indian at the soul. Hence, right from product designing to packaging and branding to advertising; it should appeal Indian customers.

With the changing face of the rural market in India, companies have an excellent chance of enhancing revenues and building market presence. Vritti Media is one of the prominent names in the field of business marketing that has understood the importance of it. The company uses revolutionary concepts and out-of-the-box ideas for it.

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.

How is Vrittii Media successful in carrying out cost-effective rural campaigns?

 

The success of a company depends on two important aspects, quality and cost-efficiency. As far as Vritti iMedia is concerned, it is successful on both parameters. It is a well-acclaimed company for incredibly effective rural campaigns at affordable rates. The successhas been astonishing so far, but it is not just fluke. It is the result of a well-thought and well-implemented modus operandi.

What strategy does Vritti iMedia use to reach the rural audience?

Media experts at Vritti iMedia know that the rural marketing is a different ball game where Media Company has to reach the users. Since approachability is a significant issue in the rural market, they used an innovative way to reach the maximum people at a time.

Vritti iMedia a targeted bus stands because they are the transit points for people living in small towns and villages. Typically, the frequency of buses in interiors is low and people spend a considerable time at the bus stands. Thus, it is a wise and effective strategy. With the largest Digital Audio Network at the rural bus stands, it has achieved significant coverage and penetration.

Vritti iMedia overcomes the hurdles of marketing communication

Since there is a vast disparity in language, understanding, and intellect; achieving effective communication is a big challenge. Marketing experts at Vritti iMedia have worked at very micro level. For example, local dialect has been taken into account while designing media campaigns. AudioWala Bus Stand is a massive hit because of suchcritical analysis.

Innovative 4C Strategy for an overwhelming success

As the cliché goes, “it takes an hour to cut the tree, but six hours to sharpen the axe”; a detailed planning is required for a massive success. Marketing gurus at Vritti recommend a unique 4C strategy for achieving success in the rural markets.

• Creating a separate Rural sales team (sub-vertical hired locally) to focus on the rural market.
• Customizing the products to meet specific needs of the rural markets.
• Channelizing the offers properly and create alternate channels for lead generation or sales
  Ex:- Rural Youth, Common service centres, e-chaupals, Rural BPOs and NGOs to be used for influencing or selling these offerings as partners. It will be over-and-above the conventional dealer-distributor model.
• Carving localized campaigns on the fundamental concept of Vritti iMedia, “Think Local Act Local”.

No wonder, the company has kept the costs under control and reach the maximum people by spending the minimum money. Reaching 60K people using Audiowala Bus stand daily by spending Rs.600 is a miracle, indeed.

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.