rural media planning
TRANSCRIPT
RURAL MEDIA PLANNING
Presented ByChandan Singh
Dr. Rajendra Prasad Central Agricultural University, PusaMBA(AGB)/92/2015-16
INTRODUCTION
• In the view of marketing, media is the process of marketing communication to inform, persuade and influence the consumers in the favour of goods and services.
OBJECTIVE It communicates marketing information to
consumers, users and sellers.
Media persuades and convinces the buyer and influences his behavior to take desired action.
Its stimulates demand, capture demand from competition and maintain demand for the company’s products even in a competitive market situation.
TYPES OF MEDIA
Mass media (conventional)
Traditional media (non-conventional)
Television Wall painting
Radio Posters
Print Demonstration
Cinema/Theatres Mela
Word of mouth Folk theatre
Video on wheels Post card
Mass media (conventional)
Traditional media (non-conventional)
Television Wall painting
Radio Posters
Print Demonstration
Cinema/Theatres Mela
Word of mouth Folk theatre
Video on wheels Post card
MEDIA EFFECTIVENESS
• Audience profile - Rural audiences are exposed to mass media, and can be easily reached, and young male members are majority viewers of television
• Media preferences - Traditional media can be more effective with rural audience. Interpersonal communication (IPC) was ranked most effective, followed by TV, print media, and then radio
• Media viewing and listening behavior - Television radio and print media in rural areas is very popular such as (DD national, Vividh Bharti, Dainik jagrn, Hindustan etc.)
RURAL MEDIA CHALLENGES
• Spread and diversity• Low literacy level• Poor infrastructure facilities (road, telecom,
electricity)• Different leisure time activities (no fixed
timings, and often requiring work during nights and in odd hours.
• Lack of research data
RURAL MEDIA STRATEGIESManaging spread and diversity• Languages : The message has to be understood.• Identifying geographical locations with a larger
concentration of rural consumers.• Locating potential consumers with a higher
propensity to spend.
Use of audio-video medium• Literacy rates being less in rural areas, and TV and
Radio having much more reach in rural masses compared to print media, communication through electronic media must be given priority over press.
Use of publicity vansPublicity van is one of the effective tools for ruralcommunications. Example:- Agricultural input companies regularly use video vans for promoting their products.
Use of stall and Hatts
Especially in kisan Mela and village festivals to spread messages and can also include brand trials.
1.Availability : availability of the product to customer
2.Affordability: product pricing
3. Acceptability : convincing the customer to buy the product
Coca cola India’s Rural Marketing Strategy
Acceptability
Extensive marketing in the mass media and outdoor advertising
Aggressive rural communication campaign consisting of
Hoardings
Participation in weekly Mandis and annual Haats
TV commercials
Print Advertisement in several regional newspapers
Hoardings and wall paintings
• Put up hoardings in the villages
• Painted the name Coca cola on the compounds of the residences in the villages
Weekly Mandies and Haats
• Weekly Mandies :Weekly fairs where villages gather and sell their produce
• Annual Haats: Annual exhibitions conducted during festival season
• By setting up temporary outlets
TV commercials• Targeted at Rural consumers• Increased Ad- spend on
Doordarshan• 2002 Commercial featuring Amir
Khan to communicate the message of price cut and launch of Chota Coke (200ml Rs.5 bottle)