With 68 per cent of Indian population living in rural areas, accounting for 40 per cent of Indian economy and contributing more than 50 per cent to India’s total consumer market size (Source: Kapsole Rural Market in India 2012 study), rural markets have constantly stepped up the priority list of marketers in India and abroad too. While the quest to dominate these markets has been strong, the dynamics and size make it difficult for companies to take full advantage.
To tap markets that cover the length and breadth of rural India, Linterland – the rural marketing arm of Lowe and Partners – has launched ‘Linscan’, a strategic software that can aid marketers reach and exploit rural markets.
Linterland claims that Linscan is the world’s first rural marketing software that has incorporated a mobility platform thereby enabling marketers to effectively plan in real-time.
Talking to exchange4media, Kevin D’Souza, Executive Director, Linterland said, “The biggest challenge for marketers is that they don’t know where the potential rural pockets lie. Linscan, an application present on both internet and mobile, provides this information to marketers.
Linscan is a web-based GIS tool that is compatible across all widely accepted mobile platforms such as RIM, Android and Windows. Using the mobile platform, it offers real-time field force management that can be accessed by longitudinal and latitudinal identities enabling better market reporting systems. It enables carrying out real-time surveys.
“From planning, identifying priority markets, places to set up distribution points, to the execution, the software supports in the entire process. The software can also map entire sales data, expenditure on promotions to help companies gauge profitability on their activities,” said D’Souza.
It can operate from low bandwidth locations where just text could be uploaded or ideal situations where data and visual uploads are possible. It enables multiple information uploads that can be utilised. Users can even map sales data to give a true picture of input against output, shared a company release.