1. PROJECT TITLE : PROMOTION IN RURAL MARKET
UNDER THE SUPERVISION OF: SUBMITTED BY:
Prof. MUKESH RANGA MADHU VERMA
NIHARIKA
Batch(2011-2013)

2. COMMUNICATION PROCESS
SENDER’S MESSAGE ENCODE MESSAGE
M
F E
E D
E I
NOISE
D A
B F
O
A
R
C M
MESSAGE RECEIVED
K
DECODE

3. 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.

4. 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:

5. PROMOTION MEDIA
Mass media Local media Personalized media
Radio Haats/melas
Cinema Hoardings Point of purchase
Press wall painting displays &
TV Leaflets demonstrations
Video van Direct Mail
Folk media
Animal parade

6. 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.

7. 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.

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

9. Pushkar Fair (Camel sale) of Rajasthan
Retail outlet in a fair

10. 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.

11. PROMOTIONAL PLANNING
Sales
promotion
Advertising
Products
Distribution Target
Company Services Salesforce
channels customers
prices
Public
relations
Direct mail
and tele
marketing

12. SALES PROMOTION ADVERTISING
international relation, public relation, or
related areas… Telemarketing

13. 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.

14. Marketing Marketing
Demand Communication Communication
Creation
Push Strategy Marketer
M Intermediary Consumer
Pull Strategy Marketer Intermediary Consumer
mmmm
Marketing Communication
Push & pull strategies.

15. BIBLIOGRAPHY
Books Concerned
T.P. C.S.G.
Krishnamacharyulu
GOPALASWMI Lalitha Ramakrishnan
Search engine
Sources
• Friends
• Teachers