STRATEGIC PLANNING FOR RURAL MARKETS ALL ROADS LEADING TO RURAL INDIA 1
RURAL INDIA - THE OPPORTUNITY The largest market in the world with 700 million Rural Folks With growing purchasing power and increasing aspiration levels RURAL INDIA -THE CHALLENGE Most of Rural India remains a mystery 13 major languages & over 1300 dialects Diversity in Traditions & Cultures Lack of Distribution Channels Poor reach of Mass Media Poor understanding of Rural Customers 2
RURAL INDIA - THE MYTHS The Rural Market is a homogenous mass. Individuals decide about purchases. Urban communication style is equally suitable for rural. Reaching 6.5 lakh villages is a distribution nightmare. Market research methodology is universal for urban and rural. TV has wide reach. Disposable income in rural is low. RURAL INDIA - THE SOLUTION Need for an organisation that can help corporates in Understanding rural realities and perceptions Untangling rural beliefs and value systems Communicating in an environment of low literacy Looking beyond conventional media 3
Today, there is no single institution which can offer Strategic Planning for Rural Markets and Implementation on an all India level under one roof. Introducing Your consultants for Rural Marketing 4
THE RURAL NETWORK The first ever alliance of India s leading rural marketing organisations to offer corporates Customised research programme leading on to a strategy. Complete strategy presentation including creatives. Implementation of the strategy across the country. Evaluation of Rural Marketing Efforts. THE NETWORK PARTNERS Anugrah Madison, Chennai MART, New Delhi Rural Relations, Pune Sampark, Mumbai 5
ANUGRAH MADISON Chennai based agency with over 15 years involvement in Rural Marketing. Capable of developing Rural Marketing strategy for a wide range of products based on Rural specific research. Ability to develop complete communication package in the languages, particularly South Indian languages, required to reach the Rural Markets. Ability to mastermind events for rural markets and help manage them. ANUGRAH MADISON Headed by R.V. Rajan, a veteran with 38 years in Advertising and dealing with Rural Communication for over two decades. Backed by an experienced, widely traveled Rural Team that has a good understanding of the regional differences. Offices in Chennai & Coimbatore 6
MART (Marketing and Research Team) Based in Delhi with over 7 years involvement in Rural Marketing. With rich grass roots knowledge of the Rural sector. Offering comprehensive Rural Marketing solutions from Market Research and Strategy formulation to Implementation including participation in Rural events. Pioneer in innovative approaches to Rural distribution. Pioneer in developing innovative technologies for Rural Research. MART (Marketing and Research Team) Headed by Mr. Pradeep Kashyap with 32 years experience in both corporate & development sectors. Recipient of Jamnalal Bajaj Award. Backed by a strong team of 30 Management graduates. With offices in Andhra Pradesh and West Bengal. 7
RURAL RELATIONS Based in Pune, Rural Relations is India s largest rural consumer relations organisation. Has developed communication and interactive programmes for brands as well as customer relationship development and retention activities. With a huge database on Rural Markets, covering five states, Maharashtra, MP, Gujarat, Rajasthan and UP, Rural Relations penetrates 25,000 feeder market villages in the population strata of 2,000 to 10,000. RURAL RELATIONS Has deep understanding of the rural lifestyles with sustained and continuous interaction with the rural students, teachers, progressive farmers, opinion leaders & shopkeepers. Headed by Mr. Pradeep Lokhande, a man born and brought up in a village in Maharashtra An idealist with hands-on approach to Rural Communication 8
SAMPARK ADVERTISING Based in Bombay, with 25 years experience in developing communication packages with Rural focus. Has strong rural management information system with in-house creative facility - won over 160 awards for creative excellence. Specialists in rural van promotion and publicity. Wide experience in dealing with rural events in a variety of situations and locations. SAMPARK ADVERTISING Headed by Mr. R.A. Patankar who has over two decades of personal involvement with Rural Marketing Founder & Editor of Rural Scan - a quality Journal devoted to Rural Marketing & Communication. With branches in Kolhapur & Hyderabad. 9
COMBINED STRENGTH OF THE NETWORK Rich grass root experience of rural markets along with good understanding of regional differences Indigenously developed rural research tools Innovative approaches in rural distribution & promotion : SHGs, Mobile traders, Haats In-depth knowledge and experience in brand building Excellence in innovative media planning and executing promotional campaigns to suit regional mindsets COMBINED STRENGTH OF THE NETWORK Proven Network for van promotion across the country In-house creative capabilities for Print & Audio Video production Extensive direct marketing network in rural India Posses a larger and up-to-date database on rural markets Dedicated creative and field teams to ensure effective implementation 10
Network Offering Rural Market Research QUALITATIVE & QUANTITATIVE RESEARCH STUDIES Consumer Behavior Research: Brand awareness, purchase behavior, usage & attitude studies Advertising & Media Research: Communication pre-tests and post-tests Rural Media habits, media reach and its impact Brand Image & Brand Positioning Studies Customer Satisfaction Measurement Network Offering Rural Market Research QUALITATIVE & QUANTITATIVE RESEARCH STUDIES (contd ) New Product Development Research Concept Testing: New products & concept testing & development Assessing Rural Market Potential Feasibility Studies Market Segmentation Studies Pricing Research 11
Network Offering... Rural Marketing Strategy New Product Development Conceptualisation Product designing/ modification Branding Packaging & Pricing Channel selection & Promotion Network Offering... Rural Distribution Strategy Customised rural specific distribution channels to enhance geographical reach & retail penetration Distribution channel selection, development & management Benchmarking of trade practices Sales systems development 12
Network Offering... Rural Communication Creative Designing & development of advertising communication packages Production of Audio Visuals Brand positioning & brand building Network Offering... Rural Communication Media planning Identification, selection & execution of campaigns Customised rural specific media vehicles for extended rural reach & high communication impact Promotion through traditional media (Haats, Melas, Mandis) Van promotion Direct marketing through door to door campaign 13
Network Offering... Rural Events Management Piloting promotion through traditional and unconventional media Developing scale-up strategy incorporating learning of pilot Profiling of events along with on-spot consumer research Network Offering... Database Creation & Management Village & town level database generation Continuous updating and management of database 14
Over 75 years of combined experience in dealing with clients like... FMCGs Balsara Colgate Dabur India Godrej Soaps Ltd. Hindustan Lever Marico Procter & Gamble Tata Tea AUTOMOBILES Eicher Goodyear Mico-Bosch MRF Ltd. SRF Ltd. SERVICES GIC LIC Om Kotak Mahindra Shriram Group of Companies Over 75 years of combined experience in dealing with clients like... CONSUMER DURABLES Asian Paints Blow Plast Castrol Kinetic Telco Philips AGRI RELATED Dabur Ayurvet EID Parry Godrej Agrovet Monsanto Rashtriya Chemicals T. Stanes & Co. Ltd. OTHERS ACC Ltd. De laval DSCL Escotel Grasim Cement Hindalco Hoechst Vasu Agarbatti 15
Contact Addresses of all Partners Anugrah Madison Advertising Pvt. Ltd. Geo Towers, I Floor, 465 Anna Salai, Chennai 600 035 Ph: 24363622/23/25, Fax: 24320610, Email: anugrah@xlweb.com Website: www.anugrahmadison.com Marketing & Research Team (MART) A.108, II Floor, New Friends Colony, New Delhi 110 065 Ph: 26926527, Fax: 26926943, Email: mart@bol.net.in / mart@touchtelindia.net Website: www.martrural.com Contact Addresses of all Partners Rural Relations Pune 411 013, Ph: 6821034, Fax: 6820280, Email: rural@ruralrelations.com Website: www.ruralrelations.com Sampark Marketing & Advertising Solutions P Ltd. Ama House, Next to Strand Cinema, Colaba, Mumbai Ph: 22873223/22041448/22821330, Fax: 22853421 Email: sampark@bom5.vsnl.net.in Website: www.samparkrural.com 16