30 Rural & Marketing January 2013

STRATEGIESREACHAt ground level, media cannot be seggregated. A wall painting, a van operation or a haat can be seen by all. We need special care in designing reach strategies. New sustained channels need to be created and supported. By Raj Kumar Jha

Often I am asked to comment on

strategies and media used by

marketers in rural. I always feel

the question should be what

reach strategy should we adopt

for a particular brand. Changing scenario in rural

has consumers that fall into various clusters.

MARKET INFLUENCE

in, different stratgies are adopted to reach the

consumer. Cluster A is Rupee consumer, any

marketing

30 Rural & Marketing January 2013

31Rural & MarketingJanuary 2013

No or Low incomeNo TV

Mobile

No Education

Low awareness

Basic Needs

Small SKU

Daily wage earner

Aware

Expo

sed t

o med

ia

Purch

ase p

ower

Chan

ging v

alues

VFM se

eker

Evolving Consumer

Multiple earnings

Spender

B

C

A

be targeted to them. From a two rupee sachet to

this consumer tells us that he is ready for a shampoo

in small packs but may not buy ketchup or a cold

cream. Their media exposure is limited

to outdoors and shop signage.

Presence in weekly markets

are best reach strategy to

For most of the

brand and services,

it will be falling

in behavioural

change. From

mud to soap,

from laundry

soap to detergents,

from home remedies to

branded solutions. Changing

behaviour takes time and also seeks

social acceptance. FMCG companies

are clubbing brands and using multiple brands

communication vehicles and reaching these

consumers. Multiple brands ensure low reach cost

as it gets divided among brands. The content for

communication is more of demonstration mode

than aspirational. This is the area of concern,

merely reaching on a branded van with some

promoters, making discounted sales and giving

some gifts is no strategy. We must have a connecting

theme, pursue them for trial and generate intent

to purchase. As any communication has life and

decays with time, we need to touch them more than

once with some new story to tell. This also needs to

be supplemented with reconnecting media like wall

paiting or shop merchandise.

NEW RURAL MARKET

cluster. It is third genration that holds the purchase

decision irrespective of the fact who holds the

purse. We are living in times where young generation

is the big belly of population. They are earning,

they have high exposure and look for luxuries over

necessities. Frequent vists to town, exposure to

TV and peer pressure is creating new rural market.

Unfortunately, at ground level, media cannot be

seggregated. A wall painting, a van operation or haat

can be seen by all. We need special care in designing

reach strategies. New sustained channels need to be

created and supported. Today, a beauty parlour in

big villages is common, these could be converted

into a permanent channel. I know of companies

who have tapped into them once and forgotten

later. Rural channels are long term investments.

As this segment mostly have youngsters, colleges,

computer and coaching centres, gyms, youth clubs

and hang outs are the best congregartaion points. To

put a content into these places, two most appealing

needs - grooming and career - can be owned. If we

can weave our product stories around these two,

we shall be able to connect with rural youth. As

rural is still a community life social sanctions are

marketing

32 Rural & Marketing January 2013

viewing is seen as waste of time in such scenario

selling Internet or Internet phone can be tough. If

we can link it to education, career, utility or any

three movies can be bought for Rs.10 from a download

centre in their village locality.

GROUND REALITIESDuring my recent travels, I found a monthly recharge of

is making the inroads in village lives very swiftly.

The exposure to entertainment channels has also

created curosity about brands. Food and fashion are

two categories that specially is catching up. Use of

diaper for children during social gatherings, birthday

rural generation needs to be reached with some style

prop while fact is, these things have lost their value.

Our approch to talk to these consumers must be full

of aspiration and style but with in social acceptance.

BRINGING TO LIGHT Cluster three is mirror of change agent in the villages.

media. They have high connectivity with urban

settings. Frequent visits creates an information

their houses. When members of this cluster

information about new brands. Though TV is a lead

medium for them but support media strategy needs

visiblity at stores is a must. Retailers or the channel

partners need to be exposed with every aspect of

the brand so as they become positive brand agents.

They also need to be educated on brand application

or uses to impart correct uses and minimise failures.

It is wrong to asume that retailer is guided by money

only. Partnering with him to launch a product

trials both.

There is also a need to differeniate among rural

markets. Variations like rich rural and rural –rural,

markets nearer to town and highways behave differently

then the ones in the interiors. Differentiation by living

the single-minded thumb rule will be brand and its

cost. A low cost consumeable will have a mass reach,

communication and disribution strategy and a high

value brand will have need based community or one

to one strategy.

(The writer is National Creative Director, Ogilvy Action)

marketing