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12Th Jan. 2012 1 Cow Belt States 49 % Rural Sales Maharas htra 12th Jan. 2012 1. Glimpses of Rural India 2. Understanding of Rural Marketing 3. The Activation Model 4. Current Players & their Success Stories 5. Successful Case Studies 6. Nebula Advantage ROUTE MAP The Big Question What is Rural India? Is it really that BIG?? The Answer is YES Rural India at a Glance More Than 50 % of the Living Population Rural India at a Glance Rural Lietracy 1981 1991 2001 % of Lietracy Levels 36 45 59 Soucre : Censes 2001 Our JOB Create Demand & Ensure Supply Stepping Stones @ Rural India 1. Rural Touch Points / Activation Channels 2. Rural Strategy – The AICDA Model Touch Points •Over 2500 Cinemas halls across India •Regional movies dominate the markets in rural areas •Weekly Bazaar •47000 nos across India Cinema •2.25 lacs in cash •Melas (exhibitions) 25,000 transaction per haat per day • Religious as well as commercial Haat Melas Mela •Major Source of Entertainment for Market Rural Masses •Agricultural markets •caters to approx 1,36,000 population Post Anaj • No. of Anajmandis •1,38,000nos across India, 1,575 crore mails every year Office Mandi •Advertisement on postcards, letters, Consumer aerogramme, postal stationary etc. PHC School Public •more than 7,60,000 nos Health •1st Contact point between Centre •Informational Activities can villagers and medical officer be carried out in Schools Angan •22800 nos across India CSC wadi •The Anganwadi (AW), literally a •Villages connect with State courtyard play centre, is a Govt departments childcare centre+ located within the village or the slum area itself •20000+ nos across India The Rural Activation Channels The Rural Activation Channels High footfall Channel Micro Marketing Channel 1. Van Promotion CSC 2. Static Branding Rural Retail Wall Painting Outsourced Sales Channel Hoardings Anganwadi Bus Panels Asha Bahu 3. Haat Markets NGO 4. Mela Anaj Mandi 5. Rural Cinema Touch points Touch points Panchayat Samuhik Vivah Bus Stand, Rly. Station Ginning mills Public Health Center Sugar mills Gov. School Transport nagar Dhaba Post Office The Activation Model Attention Interest Conviction Desire Not AIDA but AICDA – Specifically for rural Markets Action Source : The Rural Marketing Book The Activation Model Attention Innovative Display Activation across Potential touch Interest Points Nukkad Natak / Conviction Puppet Show Desire Extensive Sampling + Branding Action Retail + Direct Consumer Sales Current Runners @ Rural India Current Runners @ Rural India Stories Haat Activity Haat Our Partners • Large rural marketing system 1.Sehtmand (47,000 haats) 2.Tata Tea • Large villagers turnout (average 3.Dabur 4,500 + per haat) 4.Godrej • Each haat serves 20-50 villages 5.Marico 6.Ti Cycle • High sale per day per haat : 7.TTK Rs.2.25 lakh estimated 8.Colgate • Low cost per head for communication dissemination • Sale mostly in cash Stories Mela Activity Mela Our Partners • Total Number of 25000 Mela’s India 1.Bajaj Auto • Large Turnouts – 4.0 lacs per 2.TI Cycle mela 3.Sehtmand • Each Mela Covers – 4 to 5 Districts 4.Tata Tea 5.Dabur • Approx. Sales – 5.0 lacs per day 6.Godrej 7.Marico • Low cost per head for 8.TTK communication dissemination 9.Colgate 10.Cavinkare •Sale mostly in cash Stories Jatra Activity Jatra Participating Maharashtra Brands • Religious in Nature – with Movie Tents as prime 1. Wheel attraction 2. Brooke Bond – Red Label •Total Number of 150 Haat’s 3. Brooke Bond – Sehtmand in Maharashtra 4. Lux • Large Turnouts – 4.0 lacs per 5. Vodafone Jatra Our Partners • Each Jatra Covers – 4 to 5 Districts 1. Idea • Approx. Sales – 1.0 lac per day Stories House to House Activity – Sales Focus HTH Our Partners • Visiting People on 1.Indica– Cavinkare One to One Basis 2.Godrej 3.Hindalco • Product USP Briefing to the TG 4.Spinz Talc 5.WGW • Mobile Sales : 6.Tata Tea Counter • Effective Database collection Stories Mobile Sales Unit(MSU) : Retail/Trade Promotion – Sales Focus MSU Our Partners • To be Placed at Trade/Retail 1.Indica – Cavinkare Locations • Selling majorly to 2.TataTea B2B ( Retail = B2C ) • To Travel Across Multiple locations within a district Stories High School & College Promotion – Sampling School & College Our Partners • Focus on young generation TG 1.Zydus - Everyouth • Effective Product Sampling • On average 5 to 6 college are available at tier II cities • Average college student strength - 550 Stories Mela HTH Success Haat Market Jatra The journey – 2013 Single Screen 5000 for Two Tehsil Level Cinema Theater (10x10 sqft) months Town 1000 sqft per Wall Painting 5. 50 Per sqft village (5 to 10K) Banner, tin plate, 10 shops per In - Shop banners, stickers, village (5 to posters etc 10K) Bus & Rly Stn Banners, temporary Atleast 1 per hoarding, bus back location for every Tehsil Level panel etc alternate month Highlights of few key Project Colgate – CDC & TBR Mela Activations Nauchandi, Magh , Rajim, Moradabad & Rath Yatra Challenge: o ToInteract with Rural TG while keeping in check the CPC o Suggest a platform to ensure consumer ( AES ) Gate Branding Temporary Hoarding o Awareness o Engagement o Direct Sales Platform Idea: o Mela’s provide an unique engagement opportunity with “Rural Masses” in large numbers o All AES challenges could have been met by participating in Pavilion Stall Game this Media o 5 prominent Mela were identified to touch base with 7 million+ consumers Results: o More than 4 million+ consumers were made aware of Rs.10 Launch for CDC & Super Flexi Tooth brush o 6k + Consumers engaged o Direct Consumer Sales – 4 lac + Walking Inflatable Lucky Draw Winner Colgate-Palmolive Colgate Dental Cream Rs.10 MP, Chattisgarh, Bihar, Jharkahnd, UP, WB Challenge: The Vehicle KBCC Game o Late Entrant in the Rs. 10 segment o Toown the “Rs.10” proposition inthe minds of the consumer Platform Idea: o Kaun Banega Colgate Champion was created (KBCC) o Consumers were show a 30 sec commercial o 3 question with relation to the 30 sec commercial were posted to the consumer o Right answers received immediate gratification Laggi Dus Dus ki Game Gratification o More than 20 Lac school children received the branded note book School Copy Branding Results: o 900 villages o More than 50,000 consumer interactions o 1 million+ footfalls o Close to 20 thousand touch points branded o 400 + Customized hoardings – Local Brand Ambassadors o Sales : Consumer - 2.10 Lac & Retailer : 5 Lac Retail Sales + Branding Customized Temporary Hoarding Colgate-Palmolive Super Flexi Blitz Krieg UP & Maharashtra Challenge: o A Blitzkrieg campaign across UP & Maharashtra before the onset The Vehicle Kill the Kitanuu Game of Monsoons o Footfalls of 1.4 million o Seed Retail outlets and achieve sales of more than 0.5 million Platform Idea: o TBR Haat Activation campaign was created to meet the challenges o Elements used o Walking Inflatable Hoopla Game Gratification o 2 Games o Utility Branding Elements – 2 year Calendar + Key Holder Results: o 950 villages covered within 2 months with 19 teams o More than 70,000 consumer interactions o 1.56 million+ footfalls o Close to 7000 thousand touch points branded o 6500+ Retail outlets seeded with the Super Flexi Brush Retail Sales + Branding Walking Inflatable o Sales : Consumer - 2.70 Lac & Retailer : 8 Lac CholamandalamInvestment and Finance Company Limited 20 States Challenge: o Activate touch points with maximum truckerfootfall o Promote tollfree number Bucket – Truckers Banners – Mechanic Key Holder – Mechanic PlatformIdea: o Touch points to be activated o Dhabas on National Highways o Trucker Mechanic garages o Anajmandi’s o Transport Nagar o Across 344 Branch Locations Wall Painting Photo Calendar Tin Plate Results: o 12 elements o 20 States o 1978 Touch points o 1445 cumulative maydays' o and over 2000 prospective calls received post the activity Wrist Bands Jug Branding Streamers Rambandhu Spices Market Across Maharashtra 28 Disricts Challenge: oA Robust campaign across Maharashtra During the Summers season Jatra Activation oFootfalls of 2.45million The Van Setup o Create the consumer awareness, Seed Retail outlets Platform Idea: oHaat & Jatra Activation campaign was created to meet the challenges oElements used oWalking Inflatable o2 Games oRetail & Water Tank Water Tank Branding Customized Hoarding Results: o1250 villages covered within 4months with 9 teams oMore than 85,000 consumer interactions o2.45 million+ footfalls o600 + Customized hoardings – Along with Local Sarpanch o9600+ Retail outlets seeded with the Rambandhu Spices (Papad & AcharMasale) oSales : Consumer - 4.70 Lac & Retailer : 16 Lac Consumer Interaction Walking Inflatable Bajaj Auto Multiple Locations Mela Activity Challenge: 1. Drive sales for Bajaj DTS – ST in a price sensitive market Platform Idea: 1. Engagement through mela’s – create Product Display Display & Engagement at the Bajaj Stall awareness 2. Product demo and sales 3. Presence across top 6 mela’s in UP, Uttaranchal & Bihar Results: 1. 4286 enquiries generated 2. 330 successful bookings 3. 213 days of visibility and campaigning across 6 Booking Counter Display on Pre Fabricated Stand mela’s namely; Sonepur Mela, Lucknow Mahotsav, Kumbh Mela, Mishrit Mela, Devi Patan Mela & Nauchandi Mela Marico UP, Bihar, MP, Gujarat, Orissa Challenge: Tata 407 1. To create Region Specific Approach for multiple Announcements brands 2. Crete separate communication and interaction strategies for multiple brands Platform Idea: 1. Engagement at Villages level + Haat Markets 2. Innovative on-the-spot games to involve and TG Interaction TG Gratification intrigue TG Results: 1. 1000 Haat Markets 2. Sales over 10 lacs 3. Branding at nearly 7500 Retail Outlets Retail Bradning Direct Consumer – Sales Dabur India Suraksha Kavach Western Uttar Pradesh Challenge: 1. Reach out to the TG in media dark zones especially in 5k Nukkad Natak Anajmandi – 9,000 contacts – 20k towns 2. Highlight USP of Dabur Odomos cream 3. Engage TG at unconventional touch points Platform Idea: 1. Engagement at Haat Markets 2.
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