Quality is not an act, its a habit
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Hi from another Sandeep to you....
I have been working with a FMCG client for the past 10 months now in my current capacity and who has identified rural India as one of their primary drivers of growth here....and this means volume growth. I guess some are seriously reading CK Prahlad's "Fortune at the Bottom of the Pyramid".
What I have learnt while working with them on their brands and giving them research support, is that communication efforts in rural India needs to be altogether different from what urban India consumes or understands. Brand awareness is a big factor in rural India, without which sales cannot be driven and volume growth cannot be achieved....even though the previous post talked rightly about spillover GRPs and the taste rural India has towards media....it is important that TV be used in a very intelligent manner while targetting rural India. Marketers are increasingly using the "promotional" route to enter rural India and establish its presence there.
My client believes that brand awareness can be more easily built up in rural India through promotions and shop level activities that through TV advertising. And it is right that rural specific advertising has never being created. The reasons for that are also manifold, because the rural market still hasnt justified the advertising monies required to break it, and also know one surely knows what kind of advertising would a rural audience prefer....
So, I guess brand building in rural India is a painstaking effort of building up awareness, then inducing trials, then establishing repurchase values and then garnering loyal users for your brand. Integrated Marketing Communications is a system which fits the rural marketing bill perfectly....
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