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Reaching The Rural Customers

This document discusses strategies for reaching rural consumers in India. It describes Tata Tea's approach of partnering with NGOs to establish an exclusive distribution chain in rural areas, which helped increase their market share. It also discusses HUL's "Khushiyan Ki Doli" campaign that used a vehicle to promote products through direct marketing and commercials in rural villages. Finally, it outlines successful rural marketing campaigns from companies like Coca-Cola, Dabur, Lifebuoy, and HDFC Bank and suggests measures like wall paintings, roadshows, games and street theater to promote a wall paint brand in rural areas.

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184 views

Reaching The Rural Customers

This document discusses strategies for reaching rural consumers in India. It describes Tata Tea's approach of partnering with NGOs to establish an exclusive distribution chain in rural areas, which helped increase their market share. It also discusses HUL's "Khushiyan Ki Doli" campaign that used a vehicle to promote products through direct marketing and commercials in rural villages. Finally, it outlines successful rural marketing campaigns from companies like Coca-Cola, Dabur, Lifebuoy, and HDFC Bank and suggests measures like wall paintings, roadshows, games and street theater to promote a wall paint brand in rural areas.

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REACHING THE RURAL CUSTOMERS

GROUP MEMBERS:
ABHISHEK KUMAR (120064)
GROUP : 9 TANYA SINGH (120053)
VIDYA SAGAR (120056)
VISHAL AMBASTSA (120059)
CASE : REACHING THE RURAL CONSUMER

1. TATA
• In 2005, Tata Tea Limited share was 16 percent in the market, a phase of stagnant market share
then.

 PROBLEM:
• Stagnant market share of TATA Tea ltd.
• Competition with market leader,HUL with market share of 22%
• Competition from local suppliers, unbranded tea.
• Higher price and lower margin in comparison to the unbranded tea.

 SOLUTION:
• The company found inadequate coverage in the village.
• Aimed for effective distribution in the village
Contd…
• The route chosen was through NGOs in Uttar Pradesh, accustomed with local people.
• NGOs became the first level rural dealers that acted as distributors.
• The company improved its market share from 16.7 per cent in March 2006 to 19.2 per cent in June
2007 and 21.4 per cent in March 2008.
• Tata Tea Limited used Exclusive Distribution chain
• Slogan of Tata was “GAO CHALE”.
YEAR MARKET SHARE(%)
March,2006 16.7
June,2007 19.2
March,2008 21.4
2014 25

 CONCLUSION:
• Branded products getting popularity in the Indian market.
• rural consumers like to buy good quality products if they are available.
• Rural area is a key to Company’s marketing strategy.
• Local Brands have chance to take over on the market if company fails to understand consumers’
base/preference.

2.HUL’s APPROACH TO RURAL CONSUMERS


• Started a campaign “ KHHUSHIYON KI DOLI”
• Promotions were done through Direct marketing promotion.
• A vehicle was used for promotion in which vehicle LCD,DVD and small Palki were used showing
HUL’s commercials in the rural areas(West Bengal, Bihar, Maharashtra, Andhra Pradesh and Uttar
Pradesh).
• This campaign covered 70,000 villages, 25 million consumers and 4 lakh retailers.
• This BTL( Below the line) advertising helped improving the market coverage
The rural marketing campaigns that have been successful:
Accessibility” Campaign by Coca-Cola
• The soft drink giant Coca-Cola’s “Accessibility” campaign introduced “Chota Coke,” which was
smaller in size than the traditional bottle of Coke and also at a lesser price.
• It increased the company’s sales in the rural market by almost 60%.

Dabur’s “Nauchandi Mela” and “700 Se 7 Kadam” Campaigns


• Under “ Nauchandi mela” campaign, rural customers got a chance to have live experience of
Dabur’s product, i.e., Pudin Hara Lemon Fizz. This campaign resulted in gaining a great market
share of the product in the rural market.

• “700 Se 7 Kadam” campaign was a significant campaign and with this campaign, Dabur took the
initiative to build toilets in rural areas.
Lifebuoy's “Swasthya Chetna” (LSC)

• Lifebuoy's “Swasthya Chetna” (LSC) was a five-year health and hygiene education program
initiated by Hindustan Lever Limited (HUL), formally launched in 2002, in eight states across
India.

• The program spread awareness about germs and their adverse effects on health, and how proper
'health and hygiene practices.

• HUL sought to grow the Lifebuoy brand in India by attracting those consumers who never used
soap.

HDFC Bank’s “Festive Treats” and “Har Gaon Hamara” Rural Campaigns

• HDFC bank which is the brand name in the private banking sector had launched “Festive
treats”, a financial services campaign for providing benefits to the rural customers as part of its
rural marketing strategy. 

• “Har Gaon Hamara” was also started by HDFC Bank with the purpose of creating awareness of
different financial products, digital services, and social welfare schemes among rural people.
QUESTION: Imagine you work for a firm that manufactures wall paint and related
products, describe your plan to reach real consumer and promote your product.
Suggested measures are:
 WALL PAINTS
• We can paint wall at prominent places of villages to grab attention of rural people by writing some
good social quotes like “Beti Bachao Beti Padhao”.
• It will promote my paint in addition to giving a social message and people notice such things
easily with a sense of goodwill.
 ROADSHOW VECHILE
• Roadshow vehicles well decorated with very vibrant catchy colours and loudspeakers grabbing
attention, to show a company ads to people.
 GAMES AND NATAKS AT SPECIAL
• Direct Marketing and events like road show, film shows, melas and street theatre can be used to
promote brands.
• We can also engage rural people by organising some nataks or activities that entertain them in
addition with making brand presence.
 SHOP BRANDING
• In shop branding is an effective manner through which we will provide valuable information to
customers including advantages and cost effectiveness of product.
• The designing of shop will be done in such a way which will grab everyone’s attention with
promoting the targeted product.
 PAINTING A PARTICULAR PLACE OR A SOCIAL PLACE :
• We need to choose a social place to give a best demo of our paint which can either be a Temple, a
Sarpanch house or Sarpanch Office from where it can grab major attention .
• Painting the walls or places throughout the village/area with a specific colour or theme.

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