| Topic : Various Branding strategies |
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Posted in Community :
Rural Marketing
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Source : http://www.wittysparks.com
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last activity : 07 06 2010 20:18:04 +0000
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Branding correlates with Image Building in an organization vis-à-vis its products produced/services rendered. In the vicinity of today's Marketing scenario along with advancement in technology, Brand Management is the order of the day. In the process of branding, the aspect of brand activation at ATL (above the level) and BTL (below the level) makes a vital contribution for the marketing journey.
To attain a safe platform in Brand activation, the Marketing Managers pay attention and focus in a diligent manner on the value based credentials of the users in the Marketing arena. A full-fledged dedicated team with multi focused thoughts only can do the needful for the successful brand management.
But when the scenario is looked under the lens of rural market, the variables and dynamics of marketing and communication get redefined. When it comes to Rural India there is lot more to decide than geting into it. The Indian condition is pretty different..The growth in the country is happening at a steady rate as foreign funds flow to fund infrastructure and consumer markets that seek to tap the rural domains in an extensive manner. Now the question is will there be any change with the change in market i.e. moving from Urban to Rural market. Will the rules change? or the same rules are applicable to all.
When it comes to rural communication a lot of dynamics changes, terrain, demographics, & psycho graphics of the different rural regions in the country. So, devising an effective rural communication campaign calls for few caveats and imperatives that cannot be ignore.
If we look at the following measures then we will get to know how to approach a rural market...
Understanding the Audience: The audience here are completely different, their mentality is different than that of urban floks. so we have to be careful woth our approach.People or consumers in each region have their own set of idiosyncrasies and dogmas which are deeply rooted to their rituals and customs. So, what would apply to one would in all certainty not apply to another set of consumers in a different rural region.
Creativity: As people in each region have their own cultures and rituals, this implies they have their set of symbols or identifiers which once identified could be used in a very effective manner. Wall paintaings is the good way of communicating. where a colorfully painted walls become the centre of attraction and as the communities are closed in nature, people passing by the walls notice the product which leads to high brand recall value.
Use of Common Sense: Common sense- A tool that comes in as a very potent measure in rural communication. An example of the same could be seen in the visual communication used by O&M to bring out the difference in loose and packed tea by drawing a parallel to healthy and inferior grains, a correlation that worked instantly in the rural communities which depend on agriculture for livelihood.
Branding Objects: While devising the communication strategy for an audience that has a different way of viewing and perceiving things, it is the behavior that need to be addressed and not just mere superficial needs.
The company's should outline very exact specifications of what they hope to accomplish. The company has to invest often in emerging technologies and services simply because what all the customers earnestly believe will eventually set a standard. The company can predict the outcome, should do professional services and introspection, long term vision, and initiate steps to dedicate for the Rural customers.
To attain a safe platform in Brand activation, the Marketing Managers pay attention and focus in a diligent manner on the value based credentials of the users in the Marketing arena. A full-fledged dedicated team with multi focused thoughts only can do the needful for the successful brand management.
But when the scenario is looked under the lens of rural market, the variables and dynamics of marketing and communication get redefined. When it comes to Rural India there is lot more to decide than geting into it. The Indian condition is pretty different..The growth in the country is happening at a steady rate as foreign funds flow to fund infrastructure and consumer markets that seek to tap the rural domains in an extensive manner. Now the question is will there be any change with the change in market i.e. moving from Urban to Rural market. Will the rules change? or the same rules are applicable to all.
When it comes to rural communication a lot of dynamics changes, terrain, demographics, & psycho graphics of the different rural regions in the country. So, devising an effective rural communication campaign calls for few caveats and imperatives that cannot be ignore.
If we look at the following measures then we will get to know how to approach a rural market...
Understanding the Audience: The audience here are completely different, their mentality is different than that of urban floks. so we have to be careful woth our approach.People or consumers in each region have their own set of idiosyncrasies and dogmas which are deeply rooted to their rituals and customs. So, what would apply to one would in all certainty not apply to another set of consumers in a different rural region.
Creativity: As people in each region have their own cultures and rituals, this implies they have their set of symbols or identifiers which once identified could be used in a very effective manner. Wall paintaings is the good way of communicating. where a colorfully painted walls become the centre of attraction and as the communities are closed in nature, people passing by the walls notice the product which leads to high brand recall value.
Use of Common Sense: Common sense- A tool that comes in as a very potent measure in rural communication. An example of the same could be seen in the visual communication used by O&M to bring out the difference in loose and packed tea by drawing a parallel to healthy and inferior grains, a correlation that worked instantly in the rural communities which depend on agriculture for livelihood.
Branding Objects: While devising the communication strategy for an audience that has a different way of viewing and perceiving things, it is the behavior that need to be addressed and not just mere superficial needs.
The company's should outline very exact specifications of what they hope to accomplish. The company has to invest often in emerging technologies and services simply because what all the customers earnestly believe will eventually set a standard. The company can predict the outcome, should do professional services and introspection, long term vision, and initiate steps to dedicate for the Rural customers.
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Commented by
Dipak Mawale, Senior Executive, Harbinger Knowledge Products
| 06 03 2008 13:28:32 +0000
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