Rural sales promotion
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The document discusses strategies for marketing products in rural Indian markets. It notes that rural consumers prefer to touch and feel products before purchasing and rely more on recommendations from friends and local influential figures than advertising. Rural consumers prefer low-cost sample sizes or smaller packaging over larger economy packs. Companies have seen success promoting utility-focused products that are compatible with local infrastructure by distributing free samples, educating villagers about product benefits, and demonstrating product quality through community leaders.
![He evaluates the product by touch and feel. He gets more satisfaction after touching it.
Once converted he is fiercely loyal to the brand.
Purchase process is also different - influencer, decider, buyer, payer are generally different
persons in case of rural market.
Though advertising the product makes a difference but still mouth publicity by known
users, educated village youth or renowned person of the community make product more
reliable.
In rural market low price pack is preferred rather than economy pack. They started selling
shampoo sachets priced at Re 1 or Re 2, Pepsodent toothpaste at Re 5, Lifebuoy soap in 50
grams
Rural consumers prefer utility oriented products
At the same time product should be compatible with the infrastructure available in rural
areas
It is easier to get group response in rural market
Tata Group, which retails the Sonata brand of watches to rural India, says, [rural folks]
think of a purchase in terms of how it serves their needs and how well its suits the family,
rather than the individual.](https://image.slidesharecdn.com/ruralsalespromotion-140611130929-phpapp01/85/Rural-sales-promotion-2-320.jpg)
Rural sales promotion
- 1. Hul project bharat Chick shampoo small sachet
- 2. He evaluates the product by touch and feel. He gets more satisfaction after touching it. Once converted he is fiercely loyal to the brand. Purchase process is also different - influencer, decider, buyer, payer are generally different persons in case of rural market. Though advertising the product makes a difference but still mouth publicity by known users, educated village youth or renowned person of the community make product more reliable. In rural market low price pack is preferred rather than economy pack. They started selling shampoo sachets priced at Re 1 or Re 2, Pepsodent toothpaste at Re 5, Lifebuoy soap in 50 grams Rural consumers prefer utility oriented products At the same time product should be compatible with the infrastructure available in rural areas It is easier to get group response in rural market Tata Group, which retails the Sonata brand of watches to rural India, says, [rural folks] think of a purchase in terms of how it serves their needs and how well its suits the family, rather than the individual.
- 3. Van campaign n giving samples
- 6. HLL's Operation Bharat to tap the rural markets. Under this operation it passed out lowpriced sample packets of its toothpaste, fairness cream, Clinic Plus shampoo, and Ponds cream to twenty million households. Today, these brands have a flourishing market in rural India. MRF conduct tractor owners meet in association with local distributors. In 2001, Colgate-Palmolive launched Operation Jagruti to educate villagers about oral hygiene and its benefits vis--vis traditional products like Neem. BPCL introduced a smaller sized cylinder to reduce the initial deposit cost and consequent refilling cost Goderej no.1 soap, salespersons were visiting villeges & offerring buy one get one free.
- 7. Asian Paints promoted its Utasv brand of paint by painting the village Sarpanchs house a few months prior to the launch to demonstrate that the paint does not peel off and is an ideal replacement of chuna. The health development assistant of HUl regularly meets school teachers to promote Lifeboy soap in Villages.
Editor's Notes
- #3: The eldest person of the family plays an important role in the油decision making process Demand generation is done by women and children. Bread earner of the family is payer. Therefore all the persons are needed to be addressed for the selling process.
- #4: When we launched the Chik brand of shampoo we educated the people on how to use it through live touch and feel demonstrations and also distributed free sachets at fairs. This strategy worked wonders in the rural areas of Tamil Nadu and Andhra Pradeshtwo important states in India.