Given the growing spending power of rural India, corporates can no longer afford to ignore this vast market. However, as shared by RV Rajan, Chairman, Anugrah Rural Marketing Academy & Former Chairman, Anugrah Madison Advertising, “Companies don’t pay much thought to the right communication required for the rural audience. Without a comprehensive plan and a long term strategy, they only end up flirting with rural marketing.”
Rajan is a well-known name in the field of rural marketing, having spent almost four decades in the industry. He shares his insights in his new book, ‘Don’t flirt with Rural Marketing’, which was launched at a function at the Advertising Club, Madras on December 6, 2013, which was sponsored by The Hindu.
Outlining a 14-step approach to effective rural marketing, based on his 35 years of experience in dealing with rural marketing, Rajan said that commitment from the top management is the key to success of any rural marketing initiative. He added, “Every corporate wants to take the rural path, and some of them have done wonders in the rural market. Although corporates have been working towards it, I feel there is a gap in reaching out to the rural market and getting the best out there.”
On his mantra for successful rural marketing, Rajan said, “Choosing the right product, understanding the customers’ mind set, getting a dedicated task force, ensuring availability and distribution, and appointing a rural specialist agency are some of the key elements of rural marketing.”
The buzz word is experiential marketing, which Rajan feels is the way forward in rural marketing.
He added, “Rural marketing is a marriage, which in order to be successful needs sustained efforts and long term commitment. If it is treated as a flirtation or a one-night stand, the results will be temporary and unsustainable.”
The book was released by N Murali, Co-Chairman, Kasturi & Sons, and Srinivasan K Swamy, Chairman & Managing Director, RK Swamy BBDO received the first copy.
Speaking at the launch function, Murali said, “The book has been written in a lucid, meticulous manner, with a disciplined, structured approach and a lot of clarity. This work is a practical wealth of knowledge on rural marketing.”
Srinivasan K Swamy added here, “The DVD with case studies has excellent content in an easy to understand format. The book has been written in a simple distilled form. To my mind, Rajan is the ‘Bhishma Pitamah’ of rural marketing. It is a real handbook for real marketers.”
Karthic Moorthy, President, Advertising Club Madras was also preset at the function.
‘Don’t flirt with Rural Marketing’ has been published by Productivity & Quality Publishing, Chennai.