PROJECT TITLE : PROMOTION IN RURAL MARKET

UNDER THE SUPERVISION OF: SUBMITTED BY: Prof. MUKESH RANGA MADHU VERMA

NIHARIKA Batch(2011-2013)

COMMUNICATION PROCESS

SENDER’S MESSAGE ENCODE MESSAGE

FEEDBACK

DECODE

NOISE

MEDIAFORM MESSAGE RECEIVED

PRODUCT PROMOTION

Product promotion is an act of advertising a good or service with the short/long term goal of increasing sales. Many companies use different techniques to promote their products through a vast array of communication mediums. In this day and age, there is not necessarily one communication medium that is better than another simply because the most affective medium is based on what type of product you are promoting. There is the physical form of product promotion and the digital form, both of which require clear and concise textual information about the product being advertised.

OBJECTIVES OF PROMOTION

To provide information:

To stimulate demand:

To differentiate the product:

To highlight the utility of product:

To counter competition and stabilise sales:

To build image:

PROMOTION MEDIA

Mass media Local media Personalized media

RadioCinemaPressTV

Haats/melasHoardingswall painting LeafletsVideo vanFolk mediaAnimal parade

Point of purchase displays & demonstrations Direct Mail

MASS MEDIA

• Radio: As one of the oldest media used for communication with farmers for diffusion of agriculture technology. There are specific programmes for farmers like “Farm and Home programme” or “Krishi Darshan” in all regional languages which are broadcast on the primary channel.

• Cinema: The cinema in the theaters attract good number of people & provide an opportunity to disseminate product information by way of short one or two reel advertising films.

• Press: Print media consists of a wide variety of literature like newspapers and also others like pamphlets booklets produced by manufacturers.

• TV: This medium is fast catching on in rural areas. The main advantage of this medium is h that, it is both audio as well as visual.

LOCAL MEDIA

• Haats/shandies/jathras/melas: It is the best way of removing apprehension and

arriving at a decision. In rural India, annual melas organised with a religious or festive significance are quite popular and provide a very good opportunity for product promotion.

• Hoardings/wall paintings: This is highly suitable for rural areas since the hoarding or wall painting can include visuals with minimum write up.

• Leaflets: This is a cheap & effective means of disseminating product information in detail.

Folk media: Folk media consists of folk songs , folk dances & others theatrical forms including puppetry, street theater & magic shows, which are an intrinsic part of the outline & heritage of the land.

Animal parade: The attraction the animals have, particularly among children and young need not be overemphasised. To cash on this , companies resort to parading of animals with the banners highlighting the product messages.

Video vans: A van is manned by three trained personnel. It attracts large audiences because of its entertainment capacity.

Pushkar Fair (Camel sale) of Rajasthan

Retail outlet in a fair

PERSONALIZED MEDIA

• Point of purchase displays and demonstrations: POP displays and demonstrations take place at the point of purchase or sale. In addition, since many retailers prefer to push local/superious products on which they get better margins they avoid hanging pop displays of products/brands from standard companies.

• Direct mail: Direct mailing involves sending out single pieces of mail-latters, flyers and foldouts-to a specific and targeted audience.

PROMOTIONAL PLANNING

CompanyProductsServices

prices

Salespromotion

Advertising

Salesforce

Public relations

Direct mail and tele

marketing

Distribution channels

Target customers

SALES PROMOTION

international relation, public relation, or related areas… Telemarketing

ADVERTISING

PULL vs. PUSH STRATEGY

A “push” promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product. The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product.

M

mmmm

DemandCreation

Marketer

Marketer

Intermediary

Intermediary

Consumer

Consumer

Push Strategy

Pull Strategy

Push & pull strategies.

MarketingCommunication

MarketingCommunication

Marketing Communication

Books Concerned

Search engine

Sources• Friends• Teachers

BIBLIOGRAPHY

T.P. GOPALASWMI

C.S.G. KrishnamacharyuluLalitha Ramakrishnan

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