Creating product category awareness In rural markets through various touch points and effectiveness of them

Abstract

Conventional marketing techniques like newspaper, media, billboards etc. is not very prevalent in rural areas, so for effective penetration of these markets new touch points need to be identified which are cost effective and suited to the relevant product categories. The objective is to identify suitable touch points for each product categories which needs them in these areas. And also, explore the role of different touch points like MFIs, cooperatives, public events like mela etc. The categories which are require more receptivity and time to convince of the utility are female care, baby care, hair care and skin care. The touch points for men, women and teens are identified and at the same time the reach, frequency, cost and time available is calculated based on primary research. The results are mentioned in Table 1, 2 and 3. After all considerations, Microfinance institutions network is identified as one of the effective touch points in rural India. The reach of MFI is expected to be as high as 12 million. MFI companies are also ready to tie up with FMCG companies to promote the products. Although implementing this program leads to high logistics cost but still trial per reach is expected to be half the cost of other touch points. The implementation plan for both the models of MFI – center meeting and cluster center model is also discussed.