70% of indian population lives in rural areas.

Mostly depend on agriculture. Largely illiterate. Earn as low as $2 per day. Language changes per few km. Live with minimum infrastructures.

Rural marketing refers to managing all activities involved in assessing ,simulating and converting the purchasing power of the rural consumers into effective demand for specific goods and services.

The media reach in rural household is low Statistics indicates that the reach of print media 10%

followed by T.V 31% ,Radio 32% and cinema 36%.

FARM TO FARM/HOUSE TO HOUSE OPINION LEADERS HAATS AUDIO VISUAL VAN GROUP MEETING

Many LIC agents and companies dealing with high value consumer durables have tried this approach with success in rich rural areas.

ACC representatives retailers make house-to house visit and give information about product stability

Asian Paints promoted its Utsav brand of paint by painting the village Sarpanch’s house a few months prior to the launch to demonstrate that the paint does not peel off and is an ideal replacement of chuna.

The health development assistant of HUl regularly meets school teachers to promote Lifeboy soap in Villages

Parachut Oil, Nirma washing powder and tiger brand biscuits have been promoted through haats.

About 40,000 Haats are held in rural areas in our country, highest number haats in U.P (10,000).

Nippo promotes batteries through specially designed vans called melavans. The van are equipped with TV/VCR for showing products awareness films.

Colgate India makes extensive use of VANs.

ITS’s mobile Vans take the message of e-choupal to new village.

WEB BANNER ADVERTISING

BANDWAGON ADVERTISING

SURROGATE ADVERTISING PROMOTIONAL

ADVERTISING KEYWORD ADVERTISING

TRANSIT ADVERTISEMENT

CYBER ADVERTISEMENT

SERVICE ADVERTISEMENT

REMINDER ADVERTISEMENT

"Yaara da Tashan..." ads with Aamir Khan

created universal appeal for Coca Cola. Coca-Cola India tapped the rural market

in a big way when it introduced bottles

priced at Rs 5 and backed it with the

Aamir Khan ads.