Rural population accounts for 60% of national demand for various products and services. With 627000 villages in the country and 70% population staying in villages, Rural Marketing needs effective ways to reach these untapped and attractive markets.
A rural consumer may be illiterate according to the Census definition, but he is very clever, blessed with a lot of common sense. He is highly conscious of value for money. There is a high involvement of the rural customer in any product purchase, more so for high-end products, which involve shelling out a few thousand rupees or more.
According to me, the most important medium can be mass media – television, radio etc. In case of television spots which are sophisticated in execution and chances of the message going over the heads of the rural consumer’s high, special efforts will have to be made to interpret the main message to the rural audience. This could be done through a whole lot of below-the-line (BTL) activities, including road shows and VOW (video on wheels) programmes, which elaborate on the theme of the campaign through interactive games and contests. This way the medium which highest potential to reach rural customers can be made more effective.
Radio is one of the cheapest mass media to reach rural masses. Even where electricity is unreliable, transistor radios are very popular among the poorer sections of rural India. With the number of FM stations set to, it would be possible to reach even more remote areas through radio.
A rural consumer may be illiterate according to the Census definition, but he is very clever, blessed with a lot of common sense. He is highly conscious of value for money. There is a high involvement of the rural customer in any product purchase, more so for high-end products, which involve shelling out a few thousand rupees or more.
According to me, the most important medium can be mass media – television, radio etc. In case of television spots which are sophisticated in execution and chances of the message going over the heads of the rural consumer’s high, special efforts will have to be made to interpret the main message to the rural audience. This could be done through a whole lot of below-the-line (BTL) activities, including road shows and VOW (video on wheels) programmes, which elaborate on the theme of the campaign through interactive games and contests. This way the medium which highest potential to reach rural customers can be made more effective.
Radio is one of the cheapest mass media to reach rural masses. Even where electricity is unreliable, transistor radios are very popular among the poorer sections of rural India. With the number of FM stations set to, it would be possible to reach even more remote areas through radio.
Good one..!!
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