RURAL MARKETING
TELECOM SERVICE PROVIDERS IN THE VILLAGES
AN OVERVIEW
The expansion of India's telecom industry has led
to an "all-inclusive growth" of the Indian
economy in terms of GDP
In the 2006/07 the country saw the growth rate
hit 9.6 percent-Majorly due to telecom sector.
The demand for telecommunication services are
surging across rural India, as middle class and
upper classes are growing in most villages
OPPORTUNITY IN RURAL INDIA
A huge population – 720 million people in
630,000 villages across 3.2 million square miles.
A massive economy – over 50% of India’s total
GDP. There are almost same number of middle
to high income households in rural areas (21.16
mn) as urban India (23.22 mn).
A booming economy – with the consumer
durables market, for example, growing at 25%
per year (vs 10% nationally).
A parallel economy – with the same needs as
developed markets but a reduced ability to pay.
GAP BETWEEN URBAN AND RURAL
No celebrities will work
No mass media coverage
-Due to lack of access to technology
Rural market lies in the bottom of the Pyramid.
The 4 A’s work
for them
Availability
Affordability
Acceptability
Awareness
COMMUNICATION HELPS
Lack of transportation
-Coordinated rural transportation based on mobile information delivery, will
increase convenience and allow users to find reliable, regular and
affordable transportation ‘on-demand’.
Difficulties
in managing commercial transactions
-Micro-commerce ventures like mobile ordering, payments and delivery
requests can all help isolated small-scale entrepreneurs in remote locations.
Lack of healthcare services
-Telecom and broadband intervention will allow doctors, nurses and midwives
to stay in closer contact with patients.
Ignorance of governance policies
-Rural governance services giving access to citizen data will allow the rural
population to be more informed about national level developments and
reduce the urban-rural divide.
IDEA
The most favorable service provider in one of
the 2 villages
Has good network in the village
Availability is high but the distribution is not
well channelized
Branding is seen in and around the village-
not extensive
The amount that people spend is Rs 10/- to
Rs.150/-
AIRTEL
Is favored in one village and not in the rest
The network is good in Sonwadi because of
the existence of a tower
Availability is high, but distribution is poor
Very poor branding around the villages
The spending of the people remain the same
irrespective of the network
VODAFONE
Not favored by the villagers
Usage rate of Vodafone is extremely low
because of poor network
Availability is not as high as that of Idea and
Airtel. This is because of low demand
Huge amount of branding is done all around
the villages and district
DISTRIBUTION
Well channelized distribution
Direct distribution to the rural market
Trade discount and trade promotions
Incentives to the shopkeepers for branding and
meeting sales target
prizes
Tie-up with a mobile company for low cost
phones to be distributed
PROMOTIONS
Women’s initiative
Educate them in the village to encourage sales
Special schemes , e.g. speak to the ancestral home
free of cost
Interaction with women on Mondays
Festival branding
The service provider can brand the pandals
Built kiosks
Cultural fairs, dramas and respected community
elders
Fairs and weddings
PROMOTIONAL STRATEGIES
Communicating and changing quality
perception
Value for money
Communication in Indian language
Exploit social and cultural values
Sensitive people
Talking about a normal Indian
Base advertisements and interactions on
normal Indian families
Marathi names for the schemes
CSR ACTIVITIES
Workshops to educate the children in the
villages
The best performer gets a mobile phone with
sim card
Sponsor cricket tournaments
- The target audience is the youth
Medical check ups twice in a year
- This will help the villagers to connect with the
brand
THANKYOU
THANKYOU
THANKYOU
THANKYOU
THANKYOU
THANKYOU
THANKYOU
THANKYOU
