TRADITIONAL MEDIA

abhishreshthaa

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TRADITIONAL MEDIA can be used to reach these people in the marketing of new concept. The traditional media with its effective reach, powerful input and personalized communication system will help in realizing the goal. Besides this when the advertisement is couched in entertainment it goes down easily with the villager.


The traditional media like folk/street plays, wall signs/shop paintings, van campaign/Haat events (weekly fairs), melas, home-to-home contacts and product demonstrations can be effectively used for this purpose.



Some companies, which have successfully penetrated the rural market, used the following strategies:


The Strategy: Reckitt and Colemen uses NGO's in rural areas to educate customers about product benefits.


The Lesson: Establishes one to one communication channels.


The Strategy: BBLIL markets its rural brands through magic shows and skits.


The Lesson: Use local idioms to convey your message in a meaningful context.


The Strategy: Hero Honda has established mobile service centers to take care of rural customers.


The Lesson: Reinforce product quality through service indicators.


Another example of a successful well-integrated rural campaign is that of the company, Sunstar Lubricants. Sunstar prints leaflets in regional languages, attends panchayat meetings and participates in agro meets to promote its products.


Sunstar is using a combination of low pricing and incentives to distributors to extend its reach in the rural areas. The quest is for higher volumes to offset marketing costs, be it transaction costs of distributors or low selling price.
 
TRADITIONAL MEDIA can be used to reach these people in the marketing of new concept. The traditional media with its effective reach, powerful input and personalized communication system will help in realizing the goal. Besides this when the advertisement is couched in entertainment it goes down easily with the villager.


The traditional media like folk/street plays, wall signs/shop paintings, van campaign/Haat events (weekly fairs), melas, home-to-home contacts and product demonstrations can be effectively used for this purpose.



Some companies, which have successfully penetrated the rural market, used the following strategies:


The Strategy: Reckitt and Colemen uses NGO's in rural areas to educate customers about product benefits.


The Lesson: Establishes one to one communication channels.


The Strategy: BBLIL markets its rural brands through magic shows and skits.


The Lesson: Use local idioms to convey your message in a meaningful context.


The Strategy: Hero Honda has established mobile service centers to take care of rural customers.


The Lesson: Reinforce product quality through service indicators.


Another example of a successful well-integrated rural campaign is that of the company, Sunstar Lubricants. Sunstar prints leaflets in regional languages, attends panchayat meetings and participates in agro meets to promote its products.


Sunstar is using a combination of low pricing and incentives to distributors to extend its reach in the rural areas. The quest is for higher volumes to offset marketing costs, be it transaction costs of distributors or low selling price.

Hey friend, its nice to see that you are providing such a nice information on TRADITIONAL MEDIA. Well, i have also got a document and willing to upload here. So please download my presentation and check it, i hope you and other people would like it.
 

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