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RURAL MARKETING

CASE STUDY:
REACHING THE RURAL CONSUMER

GROUP MEMBERS:
Alok Raj (120006)
Shantanu Raj (120043)
Akriti (120068)
Ujjwal Aaishwarya (120117)
Q1. Search for and describe other rural campaigns that
have been successful.

UTSAV campaign by Asian Paints


Dabur’s Nauchandi Mela and 700 se 7 kadam campaigns
Lifebuoy’s Swasthya Chetna
HDFC Bank’s “Festive Treats” and “Har Gaon Hamara” Rural Campaigns
Accessibility by coca-cola
“UTSAV” Campaign by Asian Paints
• Asian paints promoted its UTSAV range of paints by painting
Mukhiya’s house or post office 6 months prior to the launch of the paint
to demonstrate that paint does not peel off.

• The concept for doing such a demonstration was that rural customers
give more focus on other’s experiences of using brands to make
purchase decisions.

• So, the UTSAV campaign grabbed the attention of rural customers and
also successfully built reliability and durability due to painted
Mukhiya’s house walls and attracted lots of rural customers.

• The brand name UTSAV denotes the seasonal and festival oriented
relevance of the product, therefore it was positioned as a part of
celebration.
Dabur’s Nauchandi Mela & 700 Se 7 Kadam
• The popular Indian FMCG Company, Dabur, came up with a
different branding campaign, “Nauchandi Mela,” which is
considered as the key congregations in rural areas in India, in
which rural customers got a chance to have live experience of
Dabur’s product, i.e., Pudin Hara Lemon Fizz and resulted in
gaining a great market share of the product in the rural market.
• Similarly, Dabur also launched different social initiatives in rural
areas to promote its brand, Sanifresh, which is a toilet cleaner.
• Out of these initiatives “700 Se 7 Kadam” campaign was a
significant campaign and with this campaign, Dabur took the
initiative to build toilets in rural areas.
• The objective of this campaign was to improve sanitation
facilities in rural areas, especially for women.
• This campaign received great appreciation and response from the
whole of India.
Lifebuoy’s Swasthya Chetna

• Lifebuoy's 'Swasthya Chetna' (LSC) was a five-year health and


hygiene education programme initiated by Hindustan Lever
Limited (HLL) with an objective of educating around 200
million people in rural and urban areas about the importance of
adopting good 'health and hygiene' practices  

•  Since its inception in 2002, the campaign has made its way to
over 110 million rural Indians. Over 30% of Indians are more
aware about harmful germs, and soap consumption has
increased by 15%.

• The biggest recognition for the campaign came in from the


government of India, with its special edition postal stamp for
Swasthya Chetna.
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 last year in
October for providing benefits to the rural customers as part of its rural
marketing strategy. 

• Through this campaign, people of rural areas are now able to avail special
offers on different banking products like loans, saving accounts, and other
deposits, etc., which are specially designed for them by the bank.

• Similarly, another rural marketing initiative “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.

• Further to strengthen this campaign and rural market outreach, HDFC


Bank introduced ‘Har Gaon Hamara’ IVR (Interactive Voice Response)
toll-free number to facilitate farmers for accessing or availing financial
services.
“ACCESSIBILITY” BY COCA-COLA

• Coca-Cola extended marketing for its flagship brand into rural


India with a campaign focused around a Rs 5 price point named as
“Chhota coke” to encourage sampling seeking to overtake its rival.

• According to company sources, the idea was to position Coca-Cola


as a generic brand for cold drinks. The campaign was launched to
support CCI's rural marketing initiatives.

• This rural marketing strategy of Coke helped in closing the gap


between Coke and common refreshments that rural people
generally took, like tea, lemonade, etc.

• It increased the company’s sales in the rural market by almost


60%.
Imagine you work for a firm that manufactures wall
paints and related products, describe your plan to
reach the rural consumer and promote product.
Product mix

Place
Price Promotion
Product
Bihar, Jharkhand,
Affordable pricing Marketing
Paint U.P and M.P
policy campaign
(Rural)
Marketing Campaigns

Jindagi Ek Rung Anek (Nukkad Natak)

• Effective medium to reach Rural folks.


• Plays emphasises on colours and its importance in life and saving hard
earned money by protecting houses.
• During off season from agricultural activities.
• Due to lack of media reach it is very much effective source of
communication.
Rangin Duniya (Bioscope wala)

• Children are the best medium for buzz creation.


• Bioscope show based on use of colours.
• Depicting significance in inducing happiness
in homes.
• Cartoon shows
• Free of cost
• Area - Schools, Weekly hatts, Puja ceremony and Melas.
Promotion at banks
• Many rural customers rely on the funds of Indira Awas yojna.
• Putting stalls for promotion beside the banks gate or in bank premises
can stimulate interest of customers in paints
• Giving discount for booking from those stalls.
• Distributing pamphlet from stalls, about the significance of paints and
value they can get.
Trial pack with cements
• Rural consumers shows lack of interest in paints rather they prefer
cements only for their houses.
• Giving 1litter trial pack with 2 packet of cements.
• Customer will apply it and interest stimulation could force them to buy
paints to complete at least exterior or interior painting.
Sapno Ka Ghar
• Scrutinizing one house of lower caste person
from village, whose income is low and can’t
afford painting its house.
• Painting that house with attractive colours
and making it house of dreams.
• This will encourage other near by customers
to paint their houses.
• In rural cast factor is very significant and
higher caste people would try to match and
spend more on paints for showing their caste
superiority.
• This strategy can induce positive image of
company and included in CSR activities.
THANKYOU

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