Scribd Logo
Upload

Welcome to Scribd!

  • 23 views

    Rural MRKTNG of Telecome Sctor

    Uploaded by

    Utkarsh Sethi
    1) The document discusses opportunities for telecom service providers in rural Indian villages, as telecommunications have helped drive India's economic growth. 2) It outlines the large rural population and economy in India, as well as opportunities to address gaps between urban and rural areas through increased communication access. 3) Specific strategies are proposed for telecom providers to improve network availability, branding, distribution, promotions, and community initiatives in rural villages.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Rural MRKTNG of Telecome Sctor

    Uploaded by

    Utkarsh Sethi
    23 views13 pages
    1) The document discusses opportunities for telecom service providers in rural Indian villages, as telecommunications have helped drive India's economic growth. 2) It outlines the large rural population and economy in India, as well as opportunities to address gaps between urban and rural areas through increased communication access. 3) Specific strategies are proposed for telecom providers to improve network availability, branding, distribution, promotions, and community initiatives in rural villages.

    Original Description:

    Original Title

    Rural Mrktng of Telecome Sctor

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    1) The document discusses opportunities for telecom service providers in rural Indian villages, as telecommunications have helped drive India's economic growth. 2) It outlines the large rural population and economy in India, as well as opportunities to address gaps between urban and rural areas through increased communication access. 3) Specific strategies are proposed for telecom providers to improve network availability, branding, distribution, promotions, and community initiatives in rural villages.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    23 views13 pages

    Rural MRKTNG of Telecome Sctor

    Uploaded by

    Utkarsh Sethi
    1) The document discusses opportunities for telecom service providers in rural Indian villages, as telecommunications have helped drive India's economic growth. 2) It outlines the large rural population and economy in India, as well as opportunities to address gaps between urban and rural areas through increased communication access. 3) Specific strategies are proposed for telecom providers to improve network availability, branding, distribution, promotions, and community initiatives in rural villages.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13

    RURAL MARKETING

    TELECOM SERVICE PROVIDERS IN THE VILLAGES


    AN OVERVIEW
     The expansion of India's telecom industry has led
    to an "all-inclusive growth" of the Indian
    economy in terms of GDP

     In the 2006/07 the country saw the growth rate


    hit 9.6 percent-Majorly due to telecom sector.

     The demand for telecommunication services are


    surging across rural India, as middle class and
    upper classes are growing in most villages
    OPPORTUNITY IN RURAL INDIA
    A huge population – 720 million people in
    630,000 villages across 3.2 million square miles.
     A massive economy – over 50% of India’s total
    GDP. There are almost same number of middle
    to high income households in rural areas (21.16
    mn) as urban India (23.22 mn).
     A booming economy – with the consumer
    durables market, for example, growing at 25%
    per year (vs 10% nationally).
     A parallel economy – with the same needs as
    developed markets but a reduced ability to pay.
    GAP BETWEEN URBAN AND RURAL
     No celebrities will work
     No mass media coverage

    -Due to lack of access to technology


    Rural market lies in the bottom of the Pyramid.

    The 4 A’s work


    for them
     Availability
     Affordability
     Acceptability
     Awareness
    COMMUNICATION HELPS
     Lack of transportation
    -Coordinated rural transportation based on mobile information delivery, will
    increase convenience and allow users to find reliable, regular and
    affordable transportation ‘on-demand’.

     Difficulties
    in managing commercial transactions
    -Micro-commerce ventures like mobile ordering, payments and delivery
    requests can all help isolated small-scale entrepreneurs in remote locations.

     Lack of healthcare services


    -Telecom and broadband intervention will allow doctors, nurses and midwives
    to stay in closer contact with patients.

     Ignorance of governance policies


    -Rural governance services giving access to citizen data will allow the rural
    population to be more informed about national level developments and
    reduce the urban-rural divide.
    IDEA
     The most favorable service provider in one of
    the 2 villages
     Has good network in the village
     Availability is high but the distribution is not
    well channelized
     Branding is seen in and around the village-
    not extensive
     The amount that people spend is Rs 10/- to
    Rs.150/-
    AIRTEL
     Is favored in one village and not in the rest
     The network is good in Sonwadi because of
    the existence of a tower
     Availability is high, but distribution is poor
     Very poor branding around the villages
     The spending of the people remain the same
    irrespective of the network
    VODAFONE

     Not favored by the villagers


     Usage rate of Vodafone is extremely low
    because of poor network
     Availability is not as high as that of Idea and
    Airtel. This is because of low demand
     Huge amount of branding is done all around
    the villages and district
    DISTRIBUTION

     Well channelized distribution


     Direct distribution to the rural market
     Trade discount and trade promotions
     Incentives to the shopkeepers for branding and
    meeting sales target
     prizes
     Tie-up with a mobile company for low cost
    phones to be distributed
    PROMOTIONS
     Women’s initiative
     Educate them in the village to encourage sales
     Special schemes , e.g. speak to the ancestral home
    free of cost
     Interaction with women on Mondays
     Festival branding
     The service provider can brand the pandals
     Built kiosks
     Cultural fairs, dramas and respected community
    elders
     Fairs and weddings
    PROMOTIONAL STRATEGIES
     Communicating and changing quality
    perception
     Value for money
     Communication in Indian language
     Exploit social and cultural values
     Sensitive people
     Talking about a normal Indian
     Base advertisements and interactions on
    normal Indian families
     Marathi names for the schemes
    CSR ACTIVITIES
     Workshops to educate the children in the
    villages
     The best performer gets a mobile phone with
    sim card
     Sponsor cricket tournaments

    - The target audience is the youth


     Medical check ups twice in a year

    - This will help the villagers to connect with the


    brand
    THANKYOU
    THANKYOU
    THANKYOU
    THANKYOU
    THANKYOU
    THANKYOU
    THANKYOU
    THANKYOU

    You might also like