12th Jan. 2012

Cow Belt States

Maharashtra

49 %

Rural Sales

ROUTE MAP

1. Glimpses of Rural India

2. Understanding of Rural Marketing

3. The Activation Model

4. Current Players & their Success Stories

5. Successful Case Studies

6. Nebula Advantage

The Big Question

What is Rural India?

Is it really that BIG??

The Answer is YES

Rural India at a Glance

More Than 50 % of the Living Population

Rural Lietracy 1981 1991 2001

% of Lietracy Levels 36 45 59

Soucre : Censes 2001

Rural India at a Glance

Our JOB

Create Demand&

Ensure Supply

Stepping Stones @ Rural India

1. Rural Touch Points / Activation Channels2. Rural Strategy – The AICDA Model

Touch Points

Consumer

Cinema

Haat Market

Anaj

Mandi

PHC

Public Health Centre

CSCAngan

wadi

School

Post Office

Mela

•Weekly Bazaar

•47000 nos across India

•2.25 lacs in cash transaction per haat per day

•Agricultural markets•caters to approx

1,36,000 population• No. of Anajmandis

•1st Contact point between villagers and medical officer

•22800 nos across India

•Villages connect with State Govt departments

•20000+ nos across India

•Over 2500 Cinemas halls

across India•Regional movies dominate the markets in rural areas

•Melas (exhibitions) 25,000• Religious as well as commercial Melas•Major Source of Entertainment for Rural Masses

•1,38,000nos across India, 1,575

crore mails every year•Advertisement on postcards, letters, aerogramme, postal stationary etc.

•more than 7,60,000 nos

•Informational Activities can be carried out in Schools

•The Anganwadi (AW), literally a courtyard play centre, is a childcare centre+ located within the village or the slum area itself

The Rural Activation Channels

The Rural Activation Channels

High footfall Channel Micro Marketing Channel

1. Van Promotion

2. Static BrandingWall PaintingHoardings

Bus Panels3. Haat Markets

4. Mela5. Rural Cinema

CSC

Rural RetailOutsourced Sales ChannelAnganwadi

Asha BahuNGO

Anaj Mandi

Touch points

PanchayatBus Stand, Rly. Station

Public Health CenterGov. School

Dhaba

Touch points

Samuhik VivahGinning mills

Sugar millsTransport nagar

Post Office

The Activation Model

Attention

Interest

Conviction

Desire

ActionNot AIDA but AICDA – Specifically for rural MarketsSource : The Rural Marketing Book

The Activation Model

Attention

Interest

Conviction

Desire

Action

Innovative Display

Activation across Potential touch Points

Nukkad Natak / Puppet Show

Extensive Sampling + Branding

Retail + Direct Consumer Sales

Current Runners @ Rural India

Current Runners @ Rural India

Stories

Stories

Haat Activity

Our Partners

1.Sehtmand2.Tata Tea3.Dabur4.Godrej5.Marico6.Ti Cycle7.TTK 8.Colgate

Haat • Large rural marketing system

(47,000 haats)

• Large villagers turnout (average 4,500 + per haat)

• Each haat serves 20-50 villages

• High sale per day per haat : Rs.2.25 lakh estimated

• Low cost per head for communication dissemination

• Sale mostly in cash

Stories

Our Partners

1.Bajaj Auto2.TI Cycle3.Sehtmand4.Tata Tea5.Dabur6.Godrej7.Marico8.TTK 9.Colgate10.Cavinkare

Mela• Total Number of 25000 Mela’s India

• Large Turnouts – 4.0 lacs per mela • Each Mela Covers – 4 to 5 Districts

• Approx. Sales – 5.0 lacs per day

• Low cost per head for communication dissemination

•Sale mostly in cash

Mela Activity

Stories

Participating Brands

1. Wheel2. Brooke Bond – Red Label3. Brooke Bond – Sehtmand4. Lux5. Vodafone

Our Partners

1. Idea

JatraMaharashtra

• Religious in Nature – with Movie Tents as prime attraction •Total Number of 150 Haat’sin Maharashtra

• Large Turnouts – 4.0 lacs per Jatra

• Each Jatra Covers – 4 to 5 Districts

• Approx. Sales – 1.0 lac per day

Jatra Activity

Stories

Our Partners

1. Indica– Cavinkare2.Godrej3.Hindalco4.Spinz Talc5.WGW6.Tata Tea

HTH

• Visiting People on One to One Basis

• Product USP Briefing to the TG

• Mobile Sales : Counter

• Effective Database collection

House to House Activity – Sales Focus

Stories

Our Partners

1. Indica – Cavinkare

2.TataTea

MSU

• To be Placed at Trade/Retail Locations

• Selling majorly to B2B ( Retail = B2C )

• To Travel Across Multiple locations within a district

Mobile Sales Unit(MSU) : Retail/Trade Promotion – Sales Focus

Stories

Our Partners

1.Zydus - Everyouth

School & College

• Focus on young generation TG

• Effective Product Sampling

• On average 5 to 6 college are available at tier II cities

• Average college student strength -550

High School & College Promotion – Sampling

JatraHaat Market

Mela

Success

HTH

The journey – 2013

Single Screen Cinema Theater

(10x10 sqft)

5000 for Two months

Tehsil Level Town

Wall Painting 5. 50 Per sqft1000 sqft per village (5 to

10K)

In - ShopBanner, tin plate, banners, stickers,

posters etc

10 shops per village (5 to

10K)

Bus & Rly StnTehsil Level

Banners, temporary hoarding, bus back

panel etc

Atleast 1 per location for every alternate month

Highlights of few key Project

Colgate – CDC & TBR Mela Activations Nauchandi, Magh , Rajim, Moradabad &

Rath Yatra Challenge:

o To Interact with Rural TG while keeping in check the CPC

o Suggest a platform to ensure consumer ( AES )

o Awareness

o Engagement

o Direct Sales

Platform Idea:

o Mela’s provide an unique engagement opportunity with

“RuralMasses” in large numbers

o All AES challenges could have been met by participating in

this Media

o 5 prominent Mela were identified to touch base with 7

million+ consumers

Results:

o More than 4 million+ consumers were made aware of

Rs.10 Launch for CDC & Super Flexi Tooth brush

o 6k + Consumers engaged

o Direct Consumer Sales – 4 lac +

Game

Gate Branding

Walking Inflatable

Temporary Hoarding

Pavilion Stall

Lucky Draw Winner

Colgate-Palmolive

Colgate Dental Cream Rs.10

MP, Chattisgarh, Bihar, Jharkahnd, UP, WB

Challenge:

o Late Entrant in the Rs. 10 segment

o To own the “Rs.10” proposition in the minds of the consumer

Platform Idea:

o Kaun Banega Colgate Champion was created (KBCC)

o Consumers were show a 30 sec commercial

o 3 question with relation to the 30 sec commercial were posted to

the consumer

o Right answers received immediate gratification

o More than 20 Lac school children received the branded note book

Results:

o 900 villages

o More than 50,000 consumer interactions

o 1 million+ footfalls

o Close to 20 thousand touch points branded

o 400 + Customized hoardings – Local Brand Ambassadors

o Sales : Consumer - 2.10 Lac & Retailer : 5 Lac

Gratification

The Vehicle

Retail Sales + Branding

KBCC Game

Laggi Dus Dus ki Game

Customized Temporary Hoarding

School Copy Branding

Colgate-PalmoliveSuper Flexi Blitz Krieg UP & Maharashtra

Challenge:

o A Blitzkrieg campaign across UP & Maharashtra before the onset

of Monsoons

o Footfalls of 1.4 million

o Seed Retail outlets and achieve sales of more than 0.5 million

Platform Idea:

o TBR Haat Activation campaign was created to meet the challenges

o Elements used

o Walking Inflatable

o 2 Games

o Utility Branding Elements – 2 year Calendar + Key Holder

Results:

o 950 villages covered within 2 months with 19 teams

o More than 70,000 consumer interactions

o 1.56 million+ footfalls

o Close to 7000 thousand touch points branded

o 6500+ Retail outlets seeded with the Super Flexi Brush

o Sales : Consumer - 2.70 Lac & Retailer : 8 Lac

Gratification

The Vehicle

Retail Sales + Branding

Kill the Kitanuu Game

Hoopla Game

Walking Inflatable

Cholamandalam Investment and Finance Company Limited20 States

Challenge:

o Activate touch points with maximum trucker footfall

o Promote toll free number

Platform Idea:

o Touch points to be activatedo Dhabas on National Highways

o Trucker Mechanic garages

o Anajmandi’s

o Transport Nagar

o Across 344 Branch Locations

Results:

o 12 elements

o 20 States

o 1978 Touch points

o 1445 cumulative maydays'

o and over 2000 prospective calls received post

the activity

Bucket – Truckers Banners – Mechanic Key Holder – Mechanic

Wall Painting Photo Calendar Tin Plate

Wrist Bands Jug Branding Streamers

Rambandhu SpicesMarket Across Maharashtra28 Disricts

Challenge:

oA Robust campaign across Maharashtra During the Summers season

oFootfalls of 2.45million

oCreate the consumer awareness, Seed Retail outlets

Platform Idea:

oHaat & Jatra Activation campaign was created to meet the challenges

oElements used

oWalking Inflatable

o2 Games

oRetail & Water Tank

Results:

o1250 villages covered within 4months with 9 teams

oMore than 85,000 consumer interactions

o2.45 million+ footfalls

o600 + Customized hoardings – Along with Local Sarpanch

o9600+ Retail outlets seeded with the Rambandhu Spices

(Papad & AcharMasale)

oSales : Consumer - 4.70 Lac & Retailer : 16 Lac

Customized Hoarding

The Van Setup

Consumer Interaction

Jatra Activation

Water Tank Branding

Walking Inflatable

Bajaj AutoMultiple Locations

Mela Activity

Challenge:

1. Drive sales for Bajaj DTS – ST in a price

sensitive market

Platform Idea:

1. Engagement through mela’s – create

awareness

2. Product demo and sales

3. Presence across top 6 mela’s in UP,

Uttaranchal & Bihar

Results:

1. 4286 enquiries generated

2. 330 successful bookings 3. 213 days of visibility and campaigning across 6

mela’s namely; Sonepur Mela, Lucknow

Mahotsav, Kumbh Mela, Mishrit Mela, Devi

Patan Mela & Nauchandi Mela

Product Display Display & Engagement at the Bajaj Stall

Booking Counter Display on Pre Fabricated Stand

Marico

UP, Bihar, MP, Gujarat, Orissa

Challenge:

1. To create Region Specific Approach for multiple

brands

2. Crete separate communication and interaction

strategies for multiple brands

Platform Idea:

1. Engagement at Villages level + Haat Markets

2. Innovative on-the-spot games to involve and

intrigue TG

Results:

1. 1000 Haat Markets

2. Sales over 10 lacs

3. Branding at nearly 7500 Retail Outlets

Tata 407Announcements

TG Interaction TG Gratification

Retail Bradning Direct Consumer – Sales

Dabur IndiaSuraksha Kavach

Western Uttar Pradesh

Challenge:

1. Reach out to the TG in media dark zones especially in 5k

– 20k towns

2. Highlight USP of Dabur Odomos cream

3. Engage TG at unconventional touch points

Platform Idea:

1. Engagement at Haat Markets

2. Nukkad Natak’s – USP’s interwoven in the script

3. Unconventional Touch Point Activation

Public Health Centre / Anajmandi / Anganwadi / Asha

Bahu

Results:

1. 112 haat markets covered across 9 disctricts

2. Rs. 1.75 lac worth of sale over 2 months

3. 65,000 contacts

4. 1,000 + retailers contacted over 112 villages

Nukkad Natak Anajmandi – 9,000 contacts

Asha Bahu – 300 contacts Anganwadi– 500 contacts

PHC – 1,250 contacts Haat Markets – 30,000 contacts

TI CyclesMaharashtra

Activity on at present

Challenge:

1. Increase awareness for the brand and promote

TI products

2. Drive sales for TI Cycles

Platform Idea:1. Engagement through displays and puppet

shows

2. Test rides

Results:

1. 270 days into activation

2. 1.82 lac consumers educated about

USP of the product

3. Leads generated = 28,709 (passed onto

local dealer region wise)

4. Coverage of 250 villages across 33 districts

5. Cost per Contact = Rs. 8.5

Puppet Show Puppet Show

Product Display Test Rides

TG Interaction Test Rides

Onida TelevisionsUP, Bihar, MP, Gujarat, Jharkhand, Rajasthan

Van Activity – Engagement – Mela Activation

Challenge:

1. Demonstrate benefits of DTH in rural markets

2. Break price point barriers and myths associated with DTH

technology

Platform Idea:1. Co partnered promotion with DD Direct promoting their

FTA channels on IGO Television with built in DTH

receiver.

2. Capitalize on post harvest season - higher disposable

incomes.

Results:1. 3,256 televisions sold over 890 cumulative working days

2. Total sale value = Rs. 2 cr +

3. Average Sale = 3.65 televisions / day

4. 90 % productivity (890 productive days as against 988

planned days)

Product Display at Mela’s Product Demo + Sales Bookings

Mela Engagement Press Coverage + TV Plugs on DD

Pre Publicity Engagement through Van Activity

Promoters Announcement

NEBULA Advantage

NEBULA Advantage

6 years in the Field of Rural marketing

Headquartered at Mumbai + 5 Regional Offices for a cost leadership & execution monitoring at micro-level Lucknow Patna Aurangabad Ahmadabad Indore

Tie-up with Major Multinational Ad Agencies for executional expertise

Dedicated team for Ideation & Concepts creation for target marketing

NEBULA Advantage

Client List

Direct Clients• Marico

• Tata Tea

• Godrej

• Sonata

• Grasim

• Colgate

• Rambandhu ( Spices )

• Samsung

• Tafe Tractor

• HUL – Taaza Tea

Partnering Agencies • Mindshare,

• Madison,

• Fulcrum

• RK swamy

Discussion