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    Communication Strategy

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    Ravinder Singh Atwal
    This document discusses challenges and strategies for effective communication in rural areas of India. It notes the diversity of rural audiences and challenges in reaching them. There are two main rural audience segments - an educated upwardly mobile group with some media exposure, and a large poor illiterate group that cannot be reached through mass media. Developing effective communication requires profiling target audiences, determining communication objectives, designing culturally appropriate messages, selecting appropriate channels, and developing promotion strategies. Personalized channels like interpersonal communication and opinion leaders are often most effective for influencing rural consumers.

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    Communication Strategy

    Uploaded by

    Ravinder Singh Atwal
    365 views29 pages
    This document discusses challenges and strategies for effective communication in rural areas of India. It notes the diversity of rural audiences and challenges in reaching them. There are two main rural audience segments - an educated upwardly mobile group with some media exposure, and a large poor illiterate group that cannot be reached through mass media. Developing effective communication requires profiling target audiences, determining communication objectives, designing culturally appropriate messages, selecting appropriate channels, and developing promotion strategies. Personalized channels like interpersonal communication and opinion leaders are often most effective for influencing rural consumers.

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    This document discusses challenges and strategies for effective communication in rural areas of India. It notes the diversity of rural audiences and challenges in reaching them. There are two main rural audience segments - an educated upwardly mobile group with some media exposure, and a large poor illiterate group that cannot be reached through mass media. Developing effective communication requires profiling target audiences, determining communication objectives, designing culturally appropriate messages, selecting appropriate channels, and developing promotion strategies. Personalized channels like interpersonal communication and opinion leaders are often most effective for influencing rural consumers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    365 views29 pages

    Communication Strategy

    Uploaded by

    Ravinder Singh Atwal
    This document discusses challenges and strategies for effective communication in rural areas of India. It notes the diversity of rural audiences and challenges in reaching them. There are two main rural audience segments - an educated upwardly mobile group with some media exposure, and a large poor illiterate group that cannot be reached through mass media. Developing effective communication requires profiling target audiences, determining communication objectives, designing culturally appropriate messages, selecting appropriate channels, and developing promotion strategies. Personalized channels like interpersonal communication and opinion leaders are often most effective for influencing rural consumers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 29

    Challenges in Rural Communication

    Low literacy levels Poor media reach and exposure Variations in reach of media Vast, heterogeneous and diversely spread audience Variations in level of literacy Rural markets are largely media dark or media grey Communication requirements are: Identification of the right medium Development of region specific consumer profiles Design of effective communication

    The Communication Problem


    National Languages English and Hindi

    Scheduled Languages 17 Languages with widespread use


    47 in primary education 98 in print media 71 in radio; 13 in films

    Local Vernaculars 114 recognised varieties

    Understanding the Rural Audience


    Two distinct sets of audiences in rural India: A growing number of educated upwardly mobile, aspirational with exposure to mass media Poor illiterate masses who cannot be reached with mass media High degree of involvement in purchase decision with

    role of influencers Communication has to generate word of mouth publicity Strong association with colours, numerals and visuals Variations in perceptions, traditions and values in different parts of the country

    Developing Effective Communication


    Profiling the target audience Determining the communication objectives Designing the message and ensuring its effectiveness Selecting the communication channels Designing the promotion strategy

    Profiling Target Audience


    Probing and profiling the buyer, the user and the

    influencer Social classes and intentions Consumer receptivity use of colours and slogans Growing brand consciousness Traditional lifestyles Collective decision making Identification of purchase needs Value for Money

    Determining Communication Objectives


    The communication objectives can be to: Bring about AWARENESS Create INTEREST Move to CONVICTION and DESIRE Persuade the customer to buy - ACTION Be clear as to which communication is looking at

    which element of the response

    Determining Communication Objectives


    Promotional Element Market demonstrations Farmers Meets Video Vans Personal Selling Opinion Leaders Mechanics

    Communication Achieved
    Prospect identification Interest to action Excitement, Announcement Understand and Explain Word of Mouth Influence

    AICDA Level A,I I,C,D,A A,I C,D,A C,D,A C,D,A

    Determining Communication Objectives


    Promotional Element Wall Paintings Handbills Dealer POP Audio Jingles Calendars, Merchandise

    Communication Achieved
    Awareness, Information Awareness, Information, Clarifying doubts Awareness, Information Awareness, Information, Excitement Awareness, Information, Recall

    AICDA Level A,I A,I A,I A,I A,I

    Designing the Message


    Message Content Rational (self interest), emotional (positive or negative) or moral (what is right and proper) appeal Simple and local language Message Structure simple, short and self-

    explanatory; mainly pictorial Message Format linking benefits to product attributes Context Association use a true rural environment Message Source should be likeable, trustworthy and seen to be an expert

    Message Effectiveness
    Simple; communicators also need to understand that

    words have different meanings in different regions Pictorial presentations improve recall Form
    Utilitarian to influence attitudes and preferences Narrative to increase attention

    Trustworthy, likeable and expert source Context association to create interest and improve

    comprehension

    Communication Channels
    Personal Advocate Company sales people Expert Social Neighbours, friends, family members (most effective in rural) Non-personal Mass media print, broadcast, electronic and display Atmospheres a packaged environment Events

    Promotion Mix
    Advertising to build a long term image Sales promotion coupons, contests, demonstrations

    and sampling Direct marketing one to one communication Public relations and publicity has higher credibility Sales force

    Factors in Setting the Promotion Mix


    Type of product market consumer goods rank

    advertising, sales promotion, sales force, public relations in that order Push
    Use of sales force and trade promotion

    OR

    Pull Use of advertising and consumer promotion to create demand

    Factors in Setting the Promotion Mix


    Buyer Readiness Stage
    STAGE Awareness Interest Desire Action Promotional Tool Advertising and Publicity Advertising and Publicity Sales Promotion Sales Force, Direct Marketing

    Product Lifecycle Stage


    STAGE Introduction Growth Maturity Decline Promotional Tool Advertising and Public Relations/Publicity Toning down since momentum achieved Sales Promotion, Advertising and Sales Force Sales Promotion

    Creating Advertisements for Rural Audiences


    Understanding the mindset of potential customers Picking up local idioms, expressions and words Avoid using tricky, gimmicky or even suggestive

    advertising Combine education with entertainment Short television commercials do not work in rural

    Rural Media
    Conventional Mass Media Television Radio Press Cinema Outdoor Non-conventional Media Haat and Mela Folk Media like folk theatre, show, magic show Video Van Mandi

    Personalised Media
    Direct Mailers Point of Sale Demonstration, Leaflets Word of Mouth Interpersonal Communication

    Mass Media
    Radio is cheapest but share of pie in rural is only 2% Involvement with advertisements is very low Television ownership 19% in rural. Community viewing

    increases viewership Fastest growing but limitations due to availability of electricity and clash of value systems Cinema has universal appeal but is experiencing a downturn due to lack of facilities and the fact that it is not free Print is reasonably popular. Rural people however more interested in local news rather than national and international

    Mass Media
    Wall Paintings is most widespread and is the favourite of

    rural masses Economical and can be customised to local language. Audience recall rates are high Lack of availability and quality of walls and painters limits their use Exclusive rights not available to companies Outsourced operation with loose controls Close monitoring is therefore essential

    Mass Media Reach


    Television has the highest reach by SEC, village class,

    age group or gender This is followed by radio, then press, cinema and cable and satellite In bigger villages (5Kand more) press has higher reach than radio and C an S higher than cinema Reach for almost all media as we move from the teens to the older ages Reach of all media lower for females lower than that of males due to value systems in rural

    Folk Media
    Folk Theatre used mainly for socially relevant issues. Folk

    songs and dances also used extensively Magic Shows Entertaining and raising curiosity Puppet Shows linked to religious ceremonies Interactive Games Availability of right kind of troupe and high costs are limitations of folk media Focus should not be purely on brand promotion Venues and timing of campaigns should be planned carefully The medium and the troupes should gel with the culture of the region

    Video Van

    Used for promotion, sampling and demonstrations Film shows are the main attraction Very high cost of operation Attract lots of children who are neither users, influencers or decision makers

    Haats
    Sunday markets most popular Cater to 15 to 20 villages Used more for sales promotion rather than brand

    building Also used for live demonstrations Haat campaigns should plan three outings
    1. 2. 3.

    For awareness Sales promotion and conversion Long term business relationship with haat sellers

    Melas
    Start with Top 100 commercial melas and then move to

    smaller melas Target melas closer to larger villages and those that last longer Melas cater to a larger audience and a place for entertainment and shopping Melas attract families whereas haats are male dominated

    Personalised Media
    Point of Purchase Displays low size of shops are a serious limitation; retailers prefer to push spurious/fake brands and hence do not display POP Demonstrations Direct Mailers Personalised with audience selectivity used for testing and measuring of results

    Rural Media Flow


    OPINION LEADERS

    RURAL MASSES

    The ideal media model is to influence the opinion leaders before targeting the rural consumer Press and direct marketing are most effective for this

    Influence of Consumer Behaviour on Communication Strategies


    State of readiness of the consumer from awareness to conviction Involvement levels which vary with the purchase of different items Stage in the product life cycle
    Stage in Product Life Cycle Product Type Introduction Non-durable product Durable product Maturity Brand Launch Demonstrations and trials to Image creation and getting create knowledge and the retailer to promote the adoption product Demonstration with focus on opinion leaders to educate, create favourable attitudes and conviction Image building, demonstration of advantages and use of opinion leaders Maintenance Reminder advertisement and availability Retaining image and customer satisfaction

    Communication Strategy by Situation


    Launch of a new product lack of awareness of the

    product itself demonstrations and use of opinion leaders. Examples Hair dye, jeans Launch of a new brand creating awareness and promoting brand shift. Efforts also need to be made for retailers to stock the brand Existing reminder advertising and sales promotion

    In rural India AWARENESS is the most difficult determinant of consumption

    RMB 10

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