A Must read book on Rural Marketing in India
6 min read
Don’t Flirt with Rural Marketing in India
An Awesome on Rural Marketing’, by adman and rural marketing specialist RV Rajan, has recently been published in Chennai. Claiming to be the first such effort, the unique book contains a 14-step approach to rural advertising and marketing, packed with valuable insights of the author who spent 35 years of his 45-year advertising career helping a wide variety of clients in conceiving and executing their rural marketing strategies.
The book starts with a Prologue that explains the author’s interesting journey through the rural areas of the country, completely transforming a city boy into a rural village marketing specialist.
The chapters for the 14-step approach include topics like Choosing the Right Product, Getting to the Mindset of the village Consumer,Commitment from the Top Management, Getting a Dedicated team, Implement the developed focused communication strategy, Performance measurement, etc. The star mark of the book is the detailed chapter on Below the Line doable activities which count for 80% of rural marketing efforts where the author provides a detailed step practical guide for any kind of road show in Indian countryside.
Don’t Flirt with Rural Marketing in India – Rural advertising in India
Many of the chapters are supported by proper details giving useful contact info of individuals,companies and institutions that provide support and services to anyone interested in making a start into rural marketing. Eg. It has a list of companies specifically working in village research, list of companies which help in complete planning and executing rural strategies,list of important melas, list of various event management companies, sources of data on rural village marketing, etc.
Kurush Grant, Executive Director, ITC,In his foreword to the book,describes the book as “the first usable manual for advertisers and marketers. He also made appeal to serious marketing companies should make the book a compulsory reading practice for all their marketing and village sales teams”.
In the words of Pradeep Kashyap,President of Rural Marketing Association of India,the apex body of Rural marketing “The book is a must read for anyone involved in rural /village marketing because of it’s has practical insights included on rural marketing which are precious for companies and agencies”. The book will prove to be very useful reading material for MBA students who want to make a career in rural marketing. The 130-page book is accompanied by a DVD having video clips of various successful case studies by Anugrah Madison. The book Priced at Rs 395, is available at a discount price to corporates and management institutes which place bulk orders.
Contact author at rvrajan42@gmail.com OR +91 9840392082
Source : RV Rajan
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FAQ’s for Rural Marketing in India
Rural advertisement consist of various brand promotional activities carried out by companies in order to enhance brand awareness and visibility in Indian villages among rural audience.
OOH media options like Mobile van advertising, Kiosk Advertising, Hoardings and Wall painting are used to target rural markets and audience in India.
Rural markets in India, unlike their counterparts in urban areas are highly difficult to predict, and have specific characteristics and behavior. Financially, the rural population of India is mostly mix of low and medium level varying irregular income and flow of farm income may vary as per the monsoon season.
Rural promotion or brand activation in Indian villages primarily include set of various activities to boost particular brands visibility and awareness in remote village areas in a given geographical location.
In India’s growth story of being a developing nation, villages have played an important role. Overall rural development efforts has reached villages as well and same can be seen in data of average rural household spending. Growing purchase power definitely attract brands to grow their footprints in Indian rural areas.
MyHoardings have capability and expertise to help brands build their rural marketing strategy. With vast experience in brand promotion in rural areas of India, MyHoardings can provide planning expertise and hassle free campaign execution of ad plans and branding in every corner of India.
Despite a long growth story, challenges remain in rural marketing sector in India. Data shows that number of people under the poverty line has not reduced at the planned and expected rates. Along with that, lack of better transport infrastructure, multiple languages and dialects, low income per capita and seasonal low demand clouts rural markets with clouds of uncertainty in India.
Since India rural markets remain uncertain when compared to urban counterparts, performance measurement also remain a challenging task in limited time periods. As far as Rural marketing is concerned, sustained presence in market is the key to perform in Indian villages and performance can only be verified with sales data in hand for ample period.
Yes. As an established rural branding agency in India, MyHoardings help brands to provide end to end services in rural marketing sector in India. We also provide experienced and influential promoters for interactions with villagers who can be beneficial for brands in Kiosk branding and roadshow advertising campaigns in India.
Yes. MyHoardings is growing rural advertising agency in India and multiple brands have chosen to collaborate with MyHoardings to execute their rural branding campaigns in Indian villages.
Products and services can be promoted with static ads like OOH hoardings, wall painting or interactive advertising mode involving promoters using mobile Kiosks or roadshow advertisement.
Wall painting is traditional, popular and impact creating mode of advertisement in rural Indian. Brand promotion in Villages with Wall painting include painting client creatives on available large walls in rural areas of India.
Wall wraps are usually considered as advanced version of wall painting, include large size flex or vinyl stickers pasted on road walls and retail areas in India. Wall wrap is an very economical and cost effective mode of outdoor advertisement and branding in India, especially in rural areas.
Growth story of Indian rural markets in past few decades is a well-known. Will rise in rural economy, increasingly more and more brands plan to increase their presence in Indian villages in order to increase company footprint and enhanced sales.
Roadshow advertising is used to promote a particular company products and services by displaying same on vehicles and carrying vehicle in busy rural areas of India. Usually promoters also accompany the roadshows in order to explain the product details or plans to the rural audience.
Rural advertisement activities vary highly when compared to urban marketing which need separate planning and crafting different messages for different audience groups. Rural advertising is also dependent on the cultural, geographical and social formats of living.
