RMAI pushes for rural involvement

| < a href = '/news/corporate-brand-marketing' > Marketing | January 20, 2012 | News

Rural India is where the growth lies and where opportunities lie. It is for each one to understand and tap it. To help businessmen head in that direction, the Rural Marketing Association of India (RMAI) organised a seminar, 'Media Beyond Metros' at the Epi Centre in Gurgaon on Jan. 18 and 19.


The workshop allowed participants to see the strategic importance of small towns for rural marketers. The seminar aimed to improve the overall understanding of rural markets by the corporate world. There is an increased recognition of rural specialists who help companies plan and implement their rural marketing activities.


Pradeep Kashyap, RMAI president, emphasised on increased footfalls in Tier II and Tier III cities, especially because the potential lies in their own residing population. He said marketers should plan and implement their marketing strategies across the country.


Shaswati Saradar, DG at MRUC, came with a presentation to stress her point. She pointed out how non-traditional markets have more potential for growth. She pointed out that Goa, Punjab, Himachal Pradesh, Kerala and Haryana seem to have more purchasing power for household durables such as refrigerators. According to a study, Gujarat, Himachal Pradesh, Kerala, Andhra Pradesh and Uttranchal are markets that are attractive for Voltas. The media can help reach out to these potential customers. Saradar said the best way to reach the targeted audience is the press as the local consumer aims for a connect.


To accentuate this phenomenon, education in towns must be focused on, said Laveesh Bhandari, Director, Indicus Analytics. "Smaller towns are more specialised. If agriculture is the mainstay, then the town tends to prosper. The growth story in these towns is phenomenal," Bhandari said.


"We need to collect data and statistics on these towns. Companies that have them are not willing to share them, and those that don't have them are constantly researching on how to reach the target audience," Bhandari added.


Later, Arvind Kalia, Marketing Head, Rajasthan Patrika, spoke about the strategies that the paper had developed and undertaken to reach out to the villagers. Due to their aggressive and inclusive growth schemes, the newspaper is identified by most in Rajasthan.


As most cities have reached their saturation point, Tier II and Tier III towns are the future.


The main sponsor of the seminar was Nokia and the associate sponsors were SREI Sahaj E-village and Gram Tarang Financial Services.


RMAI organised a seminar on 'Media Beyond Metros' at the Epi Centre in Gurgaon on Jan. 18 and 19.

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