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STRATEGIC PLANNING FOR RURAL MARKETS

STRATEGIC PLANNING FOR RURAL MARKETS

ALL ROADS LEADING TO RURAL INDIA

ALL ROADS LEADING TO RURAL INDIA

RURAL INDIA - THE OPPORTUNITY

• The largest market in the world with 700 million Rural Folks

• With growing purchasing power and increasing aspiration

levels

market in the world with 700 million Rural Folks • With growing purchasing power and increasing

RURAL INDIA -THE CHALLENGE

Most of Rural India remains a mystery

• 13 major languages & over 1300 dialects

• Diversity in Traditions & Cultures

• Lack of Distribution Channels

• Poor reach of Mass Media

• Poor understanding of Rural Customers

& Cultures • Lack of Distribution Channels • Poor reach of Mass Media • Poor understanding

RURAL INDIA - THE MYTHS

• The Rural Market is a homogenous mass.

• Individuals decide about purchases.

• Urban communication style is equally suitable for rural.

• Reaching 6.5 lakh villages is a distribution nightmare.

• Market research methodology is universal for urban and rural.

• TV has wide reach.

• Disposable income in rural is low.

research methodology is universal for urban and rural. • TV has wide reach. • Disposable income

RURAL INDIA - THE SOLUTION

Need for an organisation that can help corporates in

• Understanding rural realities and perceptions

• Untangling rural beliefs and value systems

• Communicating in an environment of low literacy

• Looking beyond conventional media

rural beliefs and value systems • Communicating in an environment of low literacy • Looking beyond

Today, there is no single institution which can offer Strategic Planning for Rural Markets and Implementation on an all India level under one roof.

which can offer Strategic Planning for Rural Markets and Implementation on an all India level under

Introducing

Introducing • Your consultants for Rural Marketing

• Your consultants for Rural Marketing

Introducing • Your consultants for Rural Marketing

THE RURAL NETWORK

The first ever alliance of India’s leading rural marketing organisations to offer corporates

• Customised

strategy. • Complete strategy presentation including creatives. • Implementation of the strategy across the country. • Evaluation of Rural Marketing Efforts.

research

programme

leading

on

to

a

of the strategy across the country. • Evaluation of Rural Marketing Efforts. research programme leading on

THE NETWORK PARTNERS

• Anugrah Madison, Chennai

• MART, New Delhi

• Rural Relations, Pune

• Sampark, Mumbai

THE NETWORK PARTNERS • Anugrah Madison, Chennai • MART, New Delhi • Rural Relations, Pune •

ANUGRAH MADISON

• Chennai based agency with over 15 years’ involvement in Rural Marketing.

• Capable of developing Rural Marketing strategy for a wide range of products based on Rural specific research.

• Ability to develop complete communication package in the languages, particularly South Indian languages, required to reach the Rural Markets.

• Ability to mastermind events for rural markets and help manage them.

languages, required to reach the Rural Markets. • Ability to mastermind events for rural markets and

ANUGRAH MADISON

• Headed by R.V. Rajan, a veteran with 38 years in Advertising and dealing with Rural Communication for over two decades.

• Backed by an experienced, widely traveled Rural Team that has a good understanding of the regional differences.

• Offices in Chennai & Coimbatore

traveled Rural Team that has a good understanding of the regional differences. • Offices in Chennai

MART

( Marketing and Research Team)

Based

in

Marketing.

Delhi

with over 7 years involvement in Rural

With rich grass roots knowledge of the Rural sector.

Offering comprehensive Rural Marketing solutions from Market Research and Strategy formulation to Implementation including participation in Rural events.

Pioneer in innovative approaches to Rural distribution.

Pioneer

in

Research.

developing

innovative

technologies

for

Rural

Pioneer in innovative approaches to Rural distribution. Pioneer in Research. developing innova tive technologies for Rural

MART

( Marketing and Research Team)

Headed by Mr. Pradeep Kashyap with 32 years experience in both corporate & development sectors. Recipient of Jamnalal Bajaj Award.

Backed by a strong team of 30 Management graduates.

With offices in Andhra Pradesh and West Bengal.

Jamnalal Bajaj Award. Backed by a strong team of 30 Management graduates. With offices in Andhra

RURAL RELATIONS

• Based in Pune, Rural Relations is India’s largest rural consumer relations organisation.

• Has developed communication and interactive programmes for brands as well as customer relationship development and retention activities.

• With a huge database on Rural Markets, covering five states, Maharashtra, MP, Gujarat, Rajasthan and UP, Rural Relations penetrates 25,000 feeder market villages in the population strata of 2,000 to 10,000.

Rajasthan and UP, Rural Relations penetrates 25,000 feeder market villages in the population strata of 2,000

RURAL RELATIONS

• Has deep understanding of the rural lifestyles with sustained and continuous interaction with the rural students, teachers, progressive farmers, opinion leaders & shopkeepers.

Headed by Mr. Pradeep Lokhande, a man born and brought up in a village in Maharashtra

An

idealist

with

hands-on

approach

to

Rural

Communication

up in a village in Maharashtra • An idealist with hands-on approach to Rural Communication

SAMPARK ADVERTISING

• Based in Bombay, with 25 years experience in developing communication packages with Rural focus.

• Has strong rural management information system with in-house creative facility - won over 160 awards for creative excellence.

• Specialists in rural van promotion and publicity.

• Wide experience in dealing with rural events in a variety of situations and locations.

van promotion and publicity. • Wide experience in dealing with rural events in a variety of

SAMPARK ADVERTISING

• Headed by Mr. R.A. Patankar who has over two decades of personal involvement with Rural Marketing

• Founder & Editor of ‘Rural Scan’ - a quality Journal devoted to Rural Marketing & Communication.

• With branches in Kolhapur & Hyderabad.

- a quality Journal devoted to Rural Marketing & Communication. • With branches in Kolhapur &

COMBINED STRENGTH OF THE NETWORK

• Rich grass root experience of rural markets along with good understanding of regional differences

• Indigenously developed rural research tools

• Innovative approaches in rural distribution & promotion : SHGs, Mobile traders, Haats

• In-depth knowledge and experience in brand building

• Excellence in innovative media planning and executing promotional campaigns to suit regional mindsets

brand building • Excellence in innovative media pl anning and executing promotional campaigns to suit regional

COMBINED STRENGTH OF THE NETWORK

• Proven Network for van promotion across the country

• In-house creative capabilities for Print & Audio Video production

• Extensive direct marketing network in rural India

• Posses a larger and up-to-date database on rural markets

• Dedicated creative and field teams to ensure effective implementation

larger and up-to-date database on rural markets • Dedicated creative and field teams to ensure effective

Network Offering

Rural Market Research
Rural Market Research

QUALITATIVE & QUANTITATIVE RESEARCH STUDIES

Consumer Behavior Research:

Brand awareness, purchase behavior, usage & attitude studies Advertising & Media Research:

Communication pre-tests and post-tests Rural Media habits, media reach and its impact Brand Image & Brand Positioning Studies Customer Satisfaction Measurement

habits, media reach and its impact Brand Image & Brand Positioning Studies Customer Satisfaction Measurement

Network Offering

Rural Market Research
Rural Market Research

QUALITATIVE & QUANTITATIVE RESEARCH STUDIES (contd…)

New Product Development Research

Concept Testing: New products & concept testing & development

Assessing Rural Market Potential Feasibility Studies Market Segmentation Studies Pricing Research

development Assessing Rural Market Potential Feasibility Studies Market Segmentation Studies Pricing Research

Network Offering

Rural Marketing Strategy
Rural Marketing Strategy

New Product Development Conceptualisation Product designing/ modification Branding Packaging & Pricing Channel selection & Promotion

Product designing/ modification Branding Packaging & Pricing Channel selection & Promotion

Network Offering

Rural Distribution Strategy
Rural Distribution Strategy

Customised rural specific distribution channels to enhance geographical reach & retail penetration Distribution channel selection, development & management Benchmarking of trade practices Sales systems development

Distribution channel selection, development & management Benchmarking of trade practices Sales systems development

Network Offering

Rural Communication
Rural Communication

Creative

Designing & development of advertising communication packages Production of Audio Visuals Brand positioning & brand building

of advertising communication packages Production of Audio Visuals Brand positioning & brand building

Network Offering

Rural Communication
Rural Communication

Media planning

Identification, selection & execution of campaigns Customised rural specific media vehicles for extended rural reach & high communication impact Promotion through traditional media (Haats, Melas, Mandis) Van promotion Direct marketing through door to door campaign

through traditional media (Haats, Melas, Mandis) Van promotion Direct marketing through door to door campaign

Network Offering

Rural Events Management
Rural Events Management

Piloting promotion through traditional and unconventional media Developing scale-up strategy incorporating learning of pilot Profiling of events along with on-spot consumer research

Developing scale-up strategy incorporating learning of pilot Profiling of events along with on-spot consumer research

Network Offering

Database Creation & Management
Database Creation & Management

Village & town level database generation

Continuous updating and management of database

Creation & Management Village & town level database generation Continuous updating and management of database

Over 75 years of combined experience in dealing with clients like

FMCGs

AUTOMOBILES

Balsara

Eicher

Goodyear

Colgate

Mico-Bosch

Dabur India

MRF Ltd.

Godrej Soaps Ltd. Hindustan Lever Marico Procter & Gamble Tata Tea

SRF Ltd.

SERVICES GIC LIC Om Kotak Mahindra Shriram Group of Companies

Lever Marico Procter & Gamble Tata Tea SRF Ltd. SERVICES GIC LIC Om Kotak Mahindra Shriram

Over 75 years of combined experience in dealing with clients like

CONSUMER DURABLES

AGRI RELATED

OTHERS

Asian Paints

Dabur Ayurvet

ACC Ltd.

Blow Plast

EID Parry

De laval

Castrol

Godrej Agrovet

DSCL

Kinetic

Monsanto

Escotel

Telco

Rashtriya Chemicals

Grasim Cement

Philips

T. Stanes & Co. Ltd.

Hindalco

 

Hoechst

Vasu Agarbatti

Chemicals Grasim Cement Philips T. Stanes & Co. Ltd. Hindalco   Hoechst Vasu Agarbatti

Contact Addresses of all Partners

Anugrah Madison Advertising Pvt. Ltd. Geo Towers, I Floor, 465 Anna Salai, Chennai 600 035 Ph: 24363622/23/25, Fax: 24320610, Email: anugrah@xlweb.com Website: www.anugrahmadison.com

Marketing & Research Team (MART) A.108, II Floor, New Friends Colony, New Delhi 110 065 Ph: 26926527, Fax: 26926943, Email: mart@bol.net.in / mart@touchtelindia.net Website: www.martrural.com

Delhi 110 065 Ph: 26926527, Fax: 26926943, Email: mart@bol.net.in / mart@touchtelindia.net Website: www.martrural.com

Contact Addresses of all Partners

Rural Relations Pune 411 013, Ph: 6821034,

Fax: 6820280,

Email: rural@ruralrelations.com Website: www.ruralrelations.com

Sampark Marketing & Advertising Solutions P Ltd. Ama House, Next to Strand Cinema, Colaba, Mumbai Ph: 22873223/22041448/22821330, Fax: 22853421 Email: sampark@bom5.vsnl.net.in Website: www.samparkrural.com

Mumbai Ph: 22873223/22041448/22821330, Fax: 22853421 Email: sampark@bom5.vsnl.net.in Website: www.samparkrural.com