Role of Advertising, Communication and language in Rural

Marketing

Introduction

Marketing consists of the strategies and tactics used to identify, create and maintain satisfying
relationships with customers that result in value for both the customer and the marketer. Marketing
is the key functional area of creating revenue for any organization. Rural marketing is the
promotion of a product by using strategies to facilitate the flow of goods and services from rural
producers to urban consumers and agricultural inputs/ consumer goods from urban to rural. It
involves the delivering of manufactured or processed inputs to rural producers or consumers. It is
the process of marketing communication to inform, persuade, remind and influence consumers in
favour of products and services. Rural marketing process includes all aspects of market structure
both institutional and functional and covers both technical and economic aspects. It starts with a
decision to produce a saleable commodity and includes all the operations like assembling, grading,
transportation and distribution etc.

India is an agro-based economy and about 70% of the population lives in villages and rural
areas. Rural markets in India acquired significance because of the economic growth and resultant
increase in employment and subsequent increase in the purchasing power of the rural communities.
As a result of the Green revolution in India, the rural areas are consuming a large quantity of
industrial and urban manufactured products. Rural India has become a target for marketers because
of the huge potential for all kinds of products and services. Saturation of the urban market is
another reason why marketers are looking for extending their products to an unexplored market. i.e,
rural market. Rural products of India are unique, innovative and have good utility and values.
Large number of rural products like ayurvedic medicines, food products, handicrafts items,
embroidery clothes and other products marks its ethnic origin, quality, indigenous design and
appearance which make them more attractive in the market. A large number of urban products like
medicines, toothpaste, soap, cosmetics, shampoo, curry powers, vegetable oil, sanitary napkins,
floor cleaner, health drinks, two wheelers, mobile phones, batteries, sewing machine and table fans
are sold in rural India. At the same time the sales of consumer durables like colour television,
washing machines, refrigerators, etc. are comparatively low and there is tremendous potential for
such products in rural markets.

Objectives of the study

1. To study the role of advertisement in promoting products in rural markets in India.

2. To identify the various medias used for advertisement in rural markets by the
marketers.
3. To study the special features and heterogeneity of rural consumers.
4. To suggest better communication strategies suitable to the rural consumers in India.
Methodology

The study is a conceptual paper based on theoretical framework and necessary data were collected
from secondary data alone. Text books and web site references were mainly used for the study.

Limitations

Only secondary data is used for study..

Rural Communication; the Heart of rural marketing

Rural communication is the most important aspect of rural marketing. Marketing communications
are the communications between the organization and all other parties which includes the
promotion through advertising, sales promotion, personal selling, publicity and public relations. The
four components of promotion mix are the product, the company, the buyer and the channel. Rural
marketing promotion channel includes advertisements through television, cinema, radio, print
media, outdoor POPs, audiovisual, publicity vans, syndicated audio visual vans, folk/puppet shows,
harikathas, music cassettes etc. Innovative media can also be used to reach the rural customers.
The rural communication Medias includes-

I ) TRADITIONAL MEDIA

1. WALL PAINTING– An Economical and best Media in Rural Marketing

Wall Painting is an effective and economical medium for advertising in rural areas since it speak
silently and stays for a long time. The message should be simple, direct and clear . Eg. Wheel
detergent, Vodafone, Cell one, Sunlight detergent etc.

2.MOBILE VAN Mobile van

is a medium that reaches the target segment and has been able to catch public attention. Soft drinks
like Pepsi, Reliance, Coco-cola and Car manufacturers are using demo cars as mobile publicity.

3. MOBILE AUDIO VISUAL VANS-

Mobile video vans operate with colour TV presentation along with film songs, dialogues etc.
Attractive games and market survey can also be used for catching public attention. Product like
Dish washes, water purifier etc. uses this method.

4. MOBILE HOARDING:
 Hoarding space available on sides of the video van is utilized to paint the advertising message or
product visual.

5. MIKE ANNOUNCEMENTS, PROCESSIONS

Mike announcements and processions along with musical instruments like drum music are used
to attract public attention in rural areas. Textiles in Kerala during Onam season uses this technique.

6. CAPARISONED ELEPHANTS, DECORATED BULLOCK&, HORSE CARTS

The message carrying banners are tied up on the body of these animals and presented in an
attractive way among the rural people.

Eg. Jewelleries , Textiles in Kerala etc. use this method during festival seasons.

7. FOLK MEDIA
Folk medias uphold the culture and heritage of the land and is capable of communicating the
message in an interactive, repetitive and narrative manner about topics of contemporary issues. It
includes:

a) Folk theatre is informative and educational. Folk songs are simple and rhythmic and are
transmitted orally from one generation to the next.

b) Folk dances- It is basically simple and rhythmic and mostly religious in nature. Communication
takes place through dramatic gestures, music and costumes with background stage settings.
c) Magic shows - Magic shows are another folk entertainment and draw large crowds because of
curiosity and hypnotic effects. Eg. Against drug abuse.

d) Puppet Shows-Rituals and the use of puppets are found in almost all the states in India.
Traditional puppeters were mostly itinerant performers who lives in rural areas.

e. Hari katha,Villupatu, Nadanpattu- These are rural specific art forms preformed at village
melas and temple festivals.

8. THE HAATS:

Haats are meetings held regularly or weekly in all rural areas where in the sellers and buyers
meet together to sell their products and services.. The sellers arrive in the morning in the haat and
remain till late in the evening. Next day they move to another haat.
9. THE MELAS:

Melas are of different types i.e. cattle fairs, commodity fairs, and religious fairs either held only
for a day or may extend over a week. Many companies are now a days interested to participate in
melas and fairs. The Mahakumbha mela at Allahabad is the biggest mela in India.

II) MASS MEDIA (Formal specific) includes

1. NEWSPAPERS AND MAGAZINES:

Local language newspapers and magazines are becoming more popular among the rural people
than English newspapers. Examples: Newspapers: Mathrubhumi and Malayala Manorama in
Kerala, Eenadu in A.P, Dina Thanthi in Tamil Nadu etc.

2. TELEVISION:

TV is a useful media to communicate with the rural masses. Lifebuoy, Sunlight, Horlicks, Complan,
Santhoor soap, Colgate, Asian Paints, Lux, Nirma, Idea mobile etc. are some of the products
advertised via television. In southern India, regional TV channels have become very popular.

3. RADIO:

Even illiterate consumers can rely upon radio and it reaches large population in rural areas at a
relatively low cost. Example: Colgate, Jyoti Labs, Asian Paints, Chandrika soap, Zandu Balm, Zuari
industries are some of the products using radio communication programme. There are specific
programmes for farmers like “Vayalum Veedum”, Farm and Home/Krishi Darshan in regional
languages

4. CINEMA:

About 65% of the earnings from cinema are from rural markets and hence advertisements through
film is one of the effective means. Film viewers are more in certain states like Tamil Nadu,
Karnataka and Andhra Pradesh etc. Advertisements aimed at rural can be shown in rural cinema
halls. Eg. LIC , Josco Jewellers, Tata iodized salt, Prince TMT iron etc.

5. POINT OF PURCHASE(POP)

Display of hangings, festoons and product packs, small pouches in the shops to catch the public
attention is a common tool used in rural markets Eg. Sunsilk shampoo, Ariel soap powder,
Parachute coconut oil etc. are using this method.

III) INFORMAL/RURAL SPECIFIC MEDIA

1. FARM-TO-FARM/HOUSE-TO-HOUSE VISIT:

The sales person can understand the needs and wants of the rural customer by direct interaction
through farm visit.. Potential customers are identified and the company’s representatives makes
farm-to-farm visits and explain the products in local language and supply sample products. This is
very effective for products like agricultural machineries and inputs, animal health products etc.
LIC and banks are using this method.

2. GROUP MEETING:

Group meetings of rural customers as well as prospective users are arranged to pass the message
about the product and its benefits. Group meeting of key customers are conducted by banks,
agricultural inputs and machinery companies in rural areas. Such meetings are also useful for
promoting consumer durables and two wheelers also.

3. OPINION LEADERS:

Opinion leader is a person who is considered to be knowledgeable and is consulted by others and
his advice is normally followed by others. Such opinion leaders may be big landlords, bank official,
panchayath president, doctors, teachers, extension workers etc. Examples: a) Mahindra Tractors use
bankers as opinion leaders for their product. b) Asian Paints uses great architect as opinion leaders,
Colgate uses dentist as opinion leaders.

4. PRODUCT DISPLAY CONTESTS:

An area is selected and contests are announced well in advance and promotional materials are
distributed to selected dealers. For best promotion, the dealers are motivated by prizes.

FIELD DEMONSTRATION: It is one of the most effective methods where in a farmer who is an
opinion leader is selected and the demonstration is conducted in his field in the presence of a group
of farmers in the village. The farmers observe the results in the field and the local dealer calls on
them in their farms and persuades them to buy the particular brand of pesticide or fertilizer.

OUTDOOR ADVERTISEMENTS:
 This is a cost effective media which includes signboards, wall painting, hoarding, tree boards, bus
boards, dealer boards, product display boards, posters etc, Symbols, pictures, colours, slogans etc.
can be used in these advertisements.

DIRECT MAIL ADVERTISING:

It is a way of passing an information relating to goods or services for sale directly to potential
customers through post. It is a medium employed by the advertiser to bring in a personal touch the
customer.

CHALLENGES IN RURAL COMMUNICATION

Rural marketing communication is exposed to many challenges. Low literacy level, poor media
reach and exposure, heterogeneous and diversely spread rural audiences featured by diversification
in culture, lifestyle, language etc. makes multiple challenges to marketers. Because of these
communication to potential customers in a proper and effective manner is a major challenge for
corporate marketers. The advertisements designed by corporate marketers are largely urban based
and the same is extended to rural areas without considering the sensitivities and aspirations of the
rural audience. This has led to a negative perception in the minds of rural people. An entirely
different approach is required to study the mindset of the rural to make the communication
effective. In order to catch the rural attention, the communication should be uniquely assembled and
delivered in a simple way. The target market should be identified in advance and employ the right
communication methods. In order to reach the rural audience effectively, the communication
should be simple and attractive. Proper content and the use of appropriate regional languages can
make the rural communication more attractive. The following are the important features of rural
customers-

Heterogeneity : The communication pattern in any society is varying according to the language,
culture and life style of the region. Heterogeneity in respect of language, culture, life style, rituals,
food habits, dress code as well as the scattered location of the rural masses throughout the country
poses major problems to the marketers. Another difficulty is the lack of proper transportation and
communication facilities in rural areas. In India, there are 16 scheduled languages and 114 local
vernaculars which is a dynamic issue in communication.

Occupation : Majority of the rural masses are engaged in agriculture and related activities to
earn their living. As such the occupation pattern and income level of these people are different from
the urban.

Media Reach: In rural India, newspaper and television reaches only 40% of the rural population.
Reach of formal media is low in rural households (Print:23%, TV:29%, Cinema:30%, and
Radio:47%) . The limited reach of the mass media imposes limitations on universal communication
which makes the promotion efforts meaningless.
Understanding the Rural Audience: The mentality of the rural audience is completely different
from the urban folks. Rural consumers are more innocent than the urban and are more readily
persuaded by marketing that touches them directly, such as live demonstrations, personal
experience, seeing others using it etc

Low Literacy level: Literacy level in rural area is another factor which make the communication
difficult. Rural literacy has been estimated as 36% compared to 62% in urban areas.

Creativity: Imagination and creativity of the rural masses are different from that of the urban.
Sense of beauty and imagination of rural folks are tradition bound and natural. People in each
region have their own cultures and rituals Creative pictures, symbols, colours, idioms etc. to suit
with the interest of the rural population is to be identified and used in communication.

Low standard of living: Rural people leads a low standard of living due to low income, low
purchasing power, overall social and economic backwardness. With limited income , they may not
spent much on non-food items and luxuries.

Use of Common Sense: Rural people differ in common sense, understanding and seen to be more
innocent. To convince the rural the message should be arranged in a logical way rather than puffing
with claims.

Reverse Innovation: Innovation in rural and backward area is to be done as a trial and then
promote it extensively.. A reverse innovation means any innovation that is likely to be adopted first
in the developing areas. In this develop products in smaller towns and villages and then distribute
nationally. Focus on reverse innovation of a rural brand is a difficult task

Cost Effectiveness : Vast area coverage and repeated attempts makes the rural promotion more
expensive.

Findings

1 . Rural market is distinct from the urban market in several aspects

2.Rural consumers are heterogeneous in respect of tradition, culture, life style, language, habits etc.

3. Rural people are very conscious about the value of money and are not ready to pay extra
for frills.

4. Women and children have great influence and domination in purchase decision making
process.
5. Rural people accept locally famous personalities and opinion leaders as their role models.

6. Rural masses have very limited earnings and as such they are very cautious about the value of
money and not ready to spent extra for frills.

7. Rural consumers have their own doubts, hopes, aspirations and fears about a new product.

8. Rural masses are very much relied on their customs, tradition, superstitious beliefs and are not
ready for any sacrifice.

9. The is great dynamism among the rural masses in respect of linguistic, social, cultural, economic
factors.

Suggestions for effective rural communication

1. Keep the communication simple and clear to the understanding level of the rural audiences. Use
of simple language, analogies and slogans helps in understanding the brand better. Eg. “Amul; the
Taste of India”

2. Avoid quick messages. A rural consumer is not in a hurry mood and therefore sufficient time can
be taken to communicate a message.

3. Rural communication must address the specific problems, needs, aspirations and hopes of rural
folks in each region.

4. Avoid tricks upon the rurals as they do not understand clever, gimmicky, quick, suggestive and
hi-tech films.

5. Avoid use of unrelated symbols, slogans, characters and icons that confuses the rural.

6. Use local language, local film stars or locally famous personalities as brand ambassadors to act in
the advertisement.

7. Narrative story style and cartoons make easy understanding of the message. Eg. Poppins candy,
Hycount Pipes.

8. Use most appropriate idioms, expressions, words, pictures, cartoons etc. can make the
presentation more attentive.
9. Repetition is the foundation of all communications, hence repeatedly show the same
advertisement to ensure the receptive value of the message.

10. In order to gain the trust of the rural masses, avoid the excessive dependency on urban culture.

CONCLUSION

Rural India is growing at a phenomenal rate. Developing a sound marketing strategy would
require understanding the rural market and the rural consumer in the real sense. Communicating the
rural masses is doubly difficult as the heterogeneity of market, cultural and language diversity, non-
availability/ affordability of conventional media and communication problems. The rural
communication strategy has to have the built in flexibility and autonomy to adapt to the changing
local situations. This calls for innovation and substantive changes in marketing strategies and
approaches. If the Indian advertising industry is to reach out to rural India in an effective and
efficient manner, it has to stick on firmly in rural perceptions, value and traditions. It has to
immerse itself in local colours, customs and modes of communication in order to satisfy the needs
and desires of rural masses. It has to reach out to rural market through innovative, professional
approach with introspection and long term vision.

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REFERENCES
1. Gopalaswamy. “Rural Marketing”

2. Badi, R.V and Badi N.V(2006), "Rural marketing environment," Himalaya Publishing
House, Mumbai.
3. Krishnamoorthy, R(2008), "Introduction to rural marketing," Himalaya Publishing House,
Mumbai

4. B.S.Rathore “Advertising Management”

5. NiharMohapatra, Tapas Ranjan Moharana, Dhananjay Beura, “ Communication strategy for

Rural markets: A study on India , Global Institute of Mgt. Bhubneswar.

6. Dr. Gomathi viswanathan ,Article Source: http://EzineArticles.com