Promotion Role Of Media In Rural Markets

Challenges In Rural Communication

Heterogeneity & Spread Communication a part of culture Scattered difficult to reach by conventional media 22 scheduled languages, 114 local vernaculars Dialect specific Vidharba, Maratwada, Konkan

Low Literacy & Varying Comprehension Abilities 40 % illiterate 20 % matriculate Kerala 95%, Bihar 52% Effective communication message simple, self-explanatory visuals, storyboards, role plays, flip charts, not text

 Different Media Reach & Habits

Medium TV Cable & Satellite Radio Press Cinema Internet Penetration (%) 47 31 18 13 6 1

TV Max in Goa 83%, lowest in Bihar 11% Press reach Kerala 62%, MP 4% Ragio penetration TN 40%, AP 3% Cinema AP 20%

Three Requirements For A Rural Marketer

Identify medium to reach across the country Develop region-specific consumer profiles to understand characteristics of target market Design effective & persuasive communication & promotional strategies to induce target audience to purchase

The Communication Process Model

 In rural markets, how the sender encodes the massage, how he sends it to the receiver, and how receiver perceives it is crucial Environment influences the receiver Distortion might happen due to: Selective attention consumer misses the stimulus Selective distortion deliberate twisting, so consumer hears what they want to hear Selective retention consumer retains only small fraction of the message that reaches

Developing Effective Rural Communication

IMC Integrated Media Communication

Identifying & Profiling Target Audience Know your customer Segment (geographic, demographic, psychographic, behavioural) Dabur Gripe Water Janam Ghutti profiled rural customers at haats do not go for home remedies housewife decides product category husband decides brand HUL profiled on basis of religion & customs Lifebuoy washing hands before entering gurdwara having a bath before entering temples

 Determining Communication Objectives Desired audience response purchase & satisfaction Move target audience to higher states of readiness to buy

AICDA Model Of Communication Response Hierarchy Model

Awareness

To bring about awareness among a certain % of target audience To improve knowledge to generate interest

Interest

Conviction

To strengthen liking for a product

Desire

To strengthen preference for a product

Action

To persuade the customer to purchase

Choice Of Promotional Elements Based On Communication Objective or AICDA Level

Promotional Element Communication Objective or AICDA Level Expected Result

Dynamic
Haat Demonstrations Short Campaigns Video Shows Farmers meetings & village demonstrations Opinion Leaders Personal selling A, I A, I A, I Awareness, Interest, Questions, Doubts, Prospect Identification Awareness, Interest,TOMA, Excitement, Announcement Awareness, Interest, Excitement, Large scale impact, Doubts, Questions

I,C,D,A
I,C,D,A C,D,A A,I

Awareness, Interest, Queries, Argument, Desire

Positive word of mouth Argument, Desire, Action Awareness, Information, Interest, Questions, Doubts

Static
Handbills

Wall Paintings
Dealer signboards Audio jingles Caps, T-shirts, Bags, Calenders

A,I
A,I A,I A,I

Awareness, TOMA, Information

Awareness, TOMA, Information, Excitement Awareness, TOMA, Information, Excitement Awareness, TOMA, Recall, Information

TOMA : Top of the mind awareness

Designing The Message

What to say message content How to say it logically message structure How to say it symbolically message format In what context to say it context association Who should say it message source

What to say Message content

The appeal, theme, idea or USP Rational Appeal nylon chord breaking contest by musclemen

Pahelwaan chaap baggi gadi tyre

Babool Babool, paise vasool

 Emotional Appeal heroism, love, achievement, humour Rural customers rational rather than emotion quality, value for money Moral appeal to do the right thing spacing between children and plants

How to say it logically-Message Structure & Format

Simple, short, self explanatory Simple logic, sequential thoughts, easy to understand arguments, clearly drawn conclusions Audio-visuals dramatic voices, attractive expressions, strong colours Low levels of comprehension pictorial representation better impact Link benefits to product attributes Short stories, linking demonstration effects

What context to say it context association

Rural setting should relate to environment Dress style Food habits Cultural preferences

Who should say it Message source

Likeable source Aamir Khan Trustworthy source one farmer advising another Expert source for durables or big ticket items masons (building materials), mechanics (tractors, motorcycles), schoolteacher, retired army officer, social health worker, sarpanch

Selecting The Communication Channels

Personal Communication Channels People communicating directly with each other Face to face, person to audience, telephone, mail Advocate channels company sales people directly communicating, visiting homes Expert channels independent experts who make statements to buyers agri-input retailers Social channels neighbours, friends, family members first source; progressive farmers

Non-personal communication channels Carry messages without personal contact or interaction Mass media, atmosphere, events Mass media
Print media newspapers, magazines, direct mails Broadcast media radio, television Electronic media audio tape, video tape Display media Billboards, signs, posters

Atmosphere
Packaged environment

Event
Project Shakthi Shakthi Day to communicate a particular message.

Budgeting For Rural Communications

Allocations for
Advertising Sales promotions Campaigns at haats Road shows Wall paintings

Allocation based on activities and results expected

Designing the Communication Mix Strategy

Different communication tools Advertising Sales Promotion Direct marketing Publicity & image building tools Personal selling

Assignment
Case Study TATA Shaktee Steel Submit by Monday, April 30. Wed, May 2