Delhi-based Rural Communication and Marketing RC&M anticipates a growth of over 25 per cent this fiscal. Business Head Priya Monga says, FMCG majors are now looking at rural marketing communication more seriously for brand building.
The Indian rural market, consisting of six lakh villages, offers a business of Rs 50,000 crore for the FMCG sector alone. This vast opportunity can be utilised by companies by adopting a region-centric communication approach for brand building and sales. But, firstly the marketers need to understand the need of their target customers. “While targeting the rural folk, one has to keep in mind the merchandising. This has to be very simple. Competition from rival brands, packaging and pricing are other the key elements. For brand building, marketers must keep all these points in mind,” says Monga.
Giving an example of successful rural marketing, Monga says, Shanti Amla Hair Oil was launched in the rural market at a lower cost than its closest competitor Dabur Amla. “This was a conscious effort to lure the rural masses. Once the masses are aware about the product, the distribution of the product follows. This has to be very strong and accompanied by sufficient below-the-line activities. Rural customers are brand loyal once they are aware about the product. However, the modes of communication to be used to reach out to the target group is of key importance in order to build it,” she observes.
While at the district level, awareness can be created by big events like sponsoring shows, etc, at the tehsil, block and village level, mediums like radio, wall paintings, tin plates, dispensers, direct communications, etc work best, elaborates Monga.