Marketing strategies

for Rural India

Limitations

Out of reach of media coverage.

Print media narrow scope – high
illiteracy
Electricity
Communication - Languages
Sensitive
Community Consent influence
Aspects to keep in mind

• Durables are generally bought during

Harvesting season.
• Have a salesman from the rural background
• Social welfare projects.
Eg: building a road
Teaching in school
 The rural people need…

• Demonstration
• Short-feature films
(oxigen money)
• Direct advertisement
films that combine
knowledge and
perform as better
rural marketing
communication
 Companies trying to overcome
communication barriers

• Colorful/Local
language packaging
• Use of symbols to
identify their brands
• Speaking the same
language
 Earlier tools of advertising
Mobile – Van based promotion campaigns
Cinema commercials
Wall posters
Companies can also organize

Village fairs
Drama shows
Group meetings to convince the rural consumers about the products and
services.
Generating word of mouth publicity through opinion leaders
Other strategies

• Free distribution of samples (Kumbh

ka Mela)
• Some free product with the main
product
• Mass media like organizing
• Folk songs competition,
• Folk dances,
• Magic shows,
• Puppetry shows,
• Street theatre, etc.
Chik Shampoo strategies for south India rural market
 As a rural marketer keep in
MIND…

• Rural market is not cheap and sub-

standard.
• Cookie cutter model will not work.
• Rural markets are heterogeneous.
• Traditions & Values – FESTIVALS
• Timing – marketing cycle
• Word of mouth.
Small Units (LUP), Refill Pack 
 Mobile Marketing Strategy for Rural
India

Urban India, with 51%

penetration is fast reaching
saturation point
While rural India with 16% is
the future market of the
growth.”
Cultural and Social Values
Proper communication of Indian
Language
 Packaging and FMCG
Let us now understand packaging in FMCGs. The following are the different packaging strategies −
s

• Small Units
This packaging strategy is now widely adopted by every FMCG
company is successful not only in rural area but also in
urban area especially among the middle and lower income
groups. Large packs are out of reach for rural consumers
because rural people have very less cash reserve with them.
Rural people make purchases in small lots to meet their day to
day requirements. Now many companies sell their products
in quantities; products such as hair oil, biscuits, and fairness
creams. These companies have joined the race of Low Unit
Packs (LUP) not only to penetrate into the rural market but
also to motivate people to try the new brand.
 Refill Packs

• The concept of refill packs of toothpowder, tea, talcum

powder and other FMCGs are promoted by the marketer
as the money saving options. Consumers once purchase
the product which is packed in bottle of either plastic or
glass and then they need not purchase a whole new
bottle for their next use. They can just refill the bottle
with refill packs which comes in poly packets. The price
of such refill packs is lower than the price of the products
that are available in bottles. Such strategy works well in
case of toothpaste, powder, spices, health drinks etc.
 Storage of the Products

• Because of interrupted power supply in rural areas;

it is also a point to work on for marketers to make
proper arrangements for storage of products which
require special storage like ice creams and cold
drinks etc.
• Companies now provide ice boxes to retailers of
remote areas for storage of cold drinks, ice creams
etc. Those ice boxes are usually made of thick
thermocol and keep the products always cool and
also increases their shelf life.
 Innovative marketing strategies
• HLL – Project Shakti
• ITC’s - eChoupal
• P&G collaborated with Godrej Group to
overcome distribution difficulties.