Page 331 - DMGT509_RURAL MARKETING

Rural Marketing

Notes 2. Majority of poor are excluded from financial services. This is due to, inter alia, the following
reasons:
(a) Bankers feel that it is risky to finance poor peoples because of their creditworthiness.

(b) High transaction costs.
Self Assessment

Fill in the blanks:
5. Microfinance has been attractive to the lending agencies because of demonstrated
sustainability and of ...................... costs of operation.
6. ...................... and financial institutions have been partners in contract farming schemes, set
up to enhance credit.

7. Rabo India Finance Pvt Ltd. has established agri-service centres in ...................... areas in
cooperation with a number of agri-input and farm services companies.
8. Bankers feel that it is risky to finance poor peoples because of their ...................... .



Case Study HUL Launches Multi-brand Rural Activation Programme

he main objective of the campaign is to reach out to media dark villages with HUL
brand messages and to engage with consumers deeply to rapidly change brand
Tadoption metrics. The main aim is to change attitudes of the rural mass to inculcate
good personal hygiene and through this create greater preference for the company brands
by association to daily hygiene habits.
Through a multi-brand approach, Khushiyon ki Doli also helps to create a cost efficient rural
activation module. It involves various personal care and home care brands of HUL including
Wheel, Surf Excel, FAL, Sunsilk, Vim, Lifebuoy and Closeup. The module follows a 3-step
process, starting with awareness, moving on to consumer engagement and finally retail
contact.
The first step of spreading awareness is achieved through a team of promoters who head
to each village and invite the villages to what is known as ‘Mohallas’ to make them aware
of the company and its products. In every village, there are about 4-5 teams who conduct
these events in local language for small focused groups so that it allows for greater
engagement and involvement for the consumers. During this activity, brands are introduced
with the help of TVCs that are played continuously. And the promoters by way of ‘live’
demonstrations bring alive the hygiene benefits of using such brands and improving the
quality of daily life. To increase the ‘fun’ element and enhance involvement, promoters
also conduct simple quizzes and games around the brands and daily hygiene habits. As
part of this activation, we offer schemes both for the participating consumers and also
local retailers for generating trial among consumers as well enhancing availability at
retail.
Post the mohalla activity, the promoters go home to home and conduct consumer home
visits to generate trial where they offer attractive promotions to the consumers. Similarly,
there is another team which visits all the shops in the village which ensures improved
availability and visibility of HUL brands.
Contd...

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