Marketing & Branding
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Activity:
80 views;
last activity : 07 06 2010 20:18:09 +0000
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Promote according to the culture
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Awareness
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Build Empathy/ Relevance
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Build Access
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Develop Customized product
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To start up with brand building in rural areas ,main thing is the Language and content must be according to the suitability of rural environment.Admissibility of brand ambassadors plays an important role in this regard.Special promotion measures are the strong applicable factors in this regard. |
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Dear friend to build a brand it is necessary to see the culture of the people living in that area. Rural areas are developing areas so brands that are economical to people should be promoted in the beginning to hit the target. When you promote a product without considering the culture of the people it will not help you to build your brand.
Brand Building in Rural Areas can be summarised under the following heads:
1) Media Content: Should contain local flavour,be in local language,support local entiments/cause and reflect /embody local cultural sentiments
2) Media Vehicle : Radio ,Local Hoardings ,Wall Paintings ,Print and Telivision
3)Brand Positioning:Positioning should concentrate on Value Proposition/Trust/Cultural Quotient
4)Brand offers & Promotional Schemes :There should be refferal programmes and POPs to create visibility in retail stores and attractive schemes to initiate purchase /customer usage
5) Customer Referral Programmes and community based benfit programmes
6)Product affordability and Brand Experience :To target larger mass the product should be affordable and pricing has to be very competitive and available in various packaging options.
Brand Quality and experience should be really great to retain customers in longer run.
very nice thanks for sharing.
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According to me Direct Marketing is the best way of rural branding. I feel rural branding is attained by making more and more people aware about the product. It involves use of greater percentage of local media and a smaller percentage of the mass media. Rural gatherings like temple festivals, melas and so on can be used to promote brands. |
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I agree Sudeep, business is implicitly better at being customer-centric. The identification of customer needs is an iterative process (an ‘emergent’strategy) involving; dialogues; informal knowledge gained by employees in their dealings with customers; and formal knowledge, for example through customer surveys. The cross-matching of customer data, with commercial data, can generate new insights into service demands and delivery.
very nice thanks for sharing.
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Build a product which could be used in their lifestyle and which is embodied in their culture. I would suggest you to see an ad of BSNL starring Deepika Padukone. These kind of ads give them a sense of familiarity. |
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This is true, integrating the brand into their lives and lifestyles is essential.
While doing that, it is important to ensure that under the pretext of 'Aspirational' advertising, we don't end up patronizing the rural customer.
Showing them glitzy city scenes that make them feel inadequate is hardly good creative strategy.
We need to be careful because rural is not equal to STUPID and urban is not equal to CLEVER.
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Make a product which is accessed by people easily they do not have to seek others help. They can handle the product themselves. |
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Yes Amit, I would also suuport your idea because rural people will buy whatever is available in the nearby shop. They usually dont have their personal means of transport and hence accessibilty becomes an important issue.
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The product that you develop should not be in genreal. People feel great when it is done specially for them. It gives them a sense of being cared and this matters not only in rural but also in urban areas. |
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How convenient it is to blame the government.. There are flaws in government and then there were always flaws there.. now we can see them clearly because many people are coming up and giving voice to the wrong practices.. |
It is a wonderful concept but we need a right plan to follow it. Just an idea wont help. |
Bad news really bad news . 1) We should produce our own arms . 2) More arms means more fight. 3) Only arms would not ensure security. |