Friday, 29 September 2017

Lines are blurring in Urban and Rural Markets

Thursday, 28 September 2017

Dhaba on Highway is a Great Medium of Marketing


What is a Dhaba?
Dhaba is a road side food stall, mostly catering to the travelers of highways all across India. The customer base largely consists of truck drivers and therefore Dhabas traditionally also serve as truck stops. An apt comparison can be made with its western cousin called the roadhouse across USA. They serve local cuisines and are known for providing a spicy menu to impress the drivers. However, over the year the traffic at highways have increased and therefore the guest coming in Dhabas have diversified. Like everything else, even Dhabas have come a long way since their arrival and not just their appearance but also their functions have changed.
The Transformation- beginning and the end
The best way to summarize the transformation of Dhabas is through the following pictures. While earlier Dhabas were your typical road side stalls with dainty and temporary construction, they have now become hip and trendy places you want to visit for the experience. In spite of this change, the older categories have not ceased to exist- All three now co- exist.

How can Dhabas be used for Marketing?
With the change in appearance and audience served by the Dhabas, its utility has changed too. As they grow into businesses run by ambitious hoteliers, more doors have opened up.
Example:-
In 2008, Dabur adopted 150 highway Dhabas with plans of changing their brand connectivity, this strategy allowed them to have a direct channel of communication at lower costs. The idea behind the acquisition was to promote the post meal consumption of their product Hajmola. Dabur started with renovating the Dhabas to attract more audience by creating a more welcome ambience and simply offered Hajmola instead of the conventional fennel seeds (saunf). The simple move garnered the brand a lot support and increase in sales through these Dhabas, soon after this move Hajmola managed to grab 65% of the total market share.
Dabur paved the way for the birth of a new medium of marketing – Dhabas, untapped channels that brands were missing out earlier. For long, it was believed that they are best suited for small regional brands but many FMCG giants have busted this myth. Highway Dhabas, if chosen can provide a very effective touch point for rural marketing. Few factors such as the following should be considered while making the selection of Dhaba as a medium:-
  • Type of product
  • Target audience
  • Brand strategy
What are the advantages of using Dhaba as a medium?
  • First and foremost, sticking to its conventional roots, Dhabas can be a great way to tap into the trucker’s community. Since they are travelling a lot, what better way to introduce them to a new product then during their refreshment break?
  • Most of the highway Dhabas come with a lot of land, space that is otherwise empty can be used for advertising through pasting banners, posters or ads.
  • Kiosks can be placed at such Dhabas to introduce new products or conduct product testing.
  • The method does not ask for heavy investment and therefore does not create a charge on the profit.
  • The arena is still developing and presents less competition from the rival for the space and limelight.

Content Development and Marketing is the new age marketing tool for a marketer


The Myth and the meaning
Wikipedia says, “Web content development is the process of researching, writing, gathering, organizing, and editing information for publication on web sites.” The amazing co-incidence being that the definition itself is an example of web content that was developed to be put out there. Contrary to popular belief, content is not limited to textual but is referred to the publication of information in general that is communicated with others by use of various ways. Basically, most of what you see, read and hear is content.

Use of Content
Content is strategically created and distributed by the organization in order to attract potential customers and retain them in order to maximize profitability. We have all heard that information and knowledge are power but what use is of power if it cannot promote growth?
This is where content development and content marketing step in, information needs to be communicated to actually hold any significance and therefore its developed in a user friendly way. Further, to distribute this valuable content, a marketing strategy is devised revolving around different types of content.

Why is content marketing the current favorite?
  • The most effective way to increase your reach is through content marketing, reports have shown that website traffic has increased as much as 50 % and quality feedbacks from customers have also increased up to 25 %, which shows the participation of the audience.
  • Reports say 68 % people prefer to spend time reading about the brand they are interested in, this indicates a following trend in the making. Content Marketing, not only increases reach, it also ensures a loyal customer base.
  • Experts have always argued that brand is how people perceive your business but with regular content development and marketing, that perception can be directed in the right way. With that being said, content marketing promotes brand visibility which is desirable.
  • In the cut throat competitive era we live in, everything matters. If people do not find more than what they came looking for, they might start looking elsewhere. What brands need is value creation, which can be achieved through quality content.
  • All of it results in higher lead generation, data proves that that the quantity of sales leads have increased up to 39% after the usage of content marketing.


Even though it is difficult to quantify the benefits of content development and marketing, various parameters show its impact on the business as well, they prove that Content is King. It is also the magnet that attracts the customers so that they know what exactly you have to offer to them. Simply stating, your work will build your brand but how will people know what your work is without content?
The best part is that most industries are sitting on heaps of raw data can be transformed into useful and valuable content. All that is to be done is start. 

Wednesday, 27 September 2017

Small town and rural markets are paradise for most of the regional brands



The struggle of star brands from MNC giants in the Indian economy is a proof of the rise of regional brands in the country. Regional brands, in their respective categories, are giving a head-on competition to the giants. The difference comes from the fact that these brands are adopting a different business model and offering a totally different value preposition to the customers.
When it comes to taking on an MNC giant, the regional brands are using flanking strategy to compete with them, specifically a geographical flanking strategy. The strategy, when weak geographical zones for a product are identified and a new product is offered to the consumers with a modified value preposition.
These strategies prove helpful to the regional brands, given their constrained financial resources to take on the giants.
And when it comes to the approach, what better can serve a brand than a small town and rural market approach. It is very difficult to change the mindset of urban consumers when it comes to brand loyalty. But, their rural counterparts are more prepositions conscious rather than being brand conscious. Likewise, when it comes to costing, it plays a very important role in a rural consumers’ buying decision. And, a regional brand can anytime compete a MNC giant on costing front.
A BTL campaign thus designed keeping in mind small towns and rural markets would definitely help the regional brand leaps and bound.
The following strategies can be deployed, keeping in mind the sensibilities of rural India:
  • Free sampling, when it comes to product introduction.
  • A door to door campaign.
  • TG specific touch point based activations.
  • A campaign involving opinion leader of a geography.
  • Van campaign


If used smartly and to the potential, the geographical flanking strategy can do wonders for a regional brand.

PM Modi’s Rural Affair

“The future of India lies in its villages” - Mahatma Gandhi
Our Prime Minister Mr. Narendra Modi has stuck by Gandhi Ji’s philosophy in most areas including rural India, his constantly voicing support for rural development was brought to life through schemes that the government has introduced and implemented under his reign.
Schemes like “Digital India” and “Make in India” have grabbed headlines for their objectives and initiatives implemented under them. While “Digital India” has opened the gates of Common Service Centers (CSC) in villages, “Make in India” has encouraged FDCI to dedicate their work towards rural artisans and textiles. “Digital India” also brought along “E-basta” which has aided the introduction of virtual education in villages. Other than this, schemes such as Pradhan Mantri Awaas Yojana have assisted in providing proper homes to the rural poor. However, there are schemes lesser known to the public but crafted with the needs of the rural citizens in mind. Modi has made efforts to provide a 360 degree solution through these schemes by covering agriculture, education, infrastructure etc.
Here is a comprehensive list of such schemes:-
Deen Dayal Upadhyaya Gram Jyoti Yojana
A massive budget was allocated with the objective to achieve 100 percent electrification of villages by the May of 2018, as per reports 5,500 villages had been covered under the scheme as on February 2016.
Soil Health Card Scheme
In order to promote sensible use of fertilizers, 14 crore cards are planned to be distributed among farmers across the country. It contains information about the crop-wise recommendations of nutrients and fertilizers required in individual’s farms so that lack of awareness does not cost the farmer.
Pradhan Mantri Jan Dhan Yojana
This scheme is best known for creating a Guinness World Records of maximum bank accounts opened in a short duration of a week in August 2014. However, in rural areas it led to the entry of numerous people into the banking system.
Krishi Sinchai Yojana
Approximately 28.5 lakh land is sought to be brought under irrigation with this scheme, an investment of Rs.17, 000 crore was allocated for the same.
Sukanya Samriddhi Yojana
An interest rate of 8.6 percent was offered on saving accounts opened under this scheme to encourage women education. The bigger picture here was eradication of the burden that conventionally a father felt in India when a girl child is born and discourage female feticide in rural as well as less developed areas.
Sansaad Adarsh Gram Yojana
The scheme was launched to enforce every MP to donate a part of their funds in order to create one or more model villages in their constituencies. The same is done in order to provide backing to the process of social, cultural and infrastructural development of rural India.
These schemes sum up Modi’s rural affair perfectly, in the two years that he has held the position, he has kept his promise to empower rural India and contribute to its development.
Modi is reliving the teachings of the Father of The White Revolution- Mr. Verghese Kurein
“India’s place in the sun would come from the partnership between wisdom of its rural people and skill of its professionals.”

The Siren of the Parties : The Way Political Campaign Have Evolved

“If you want to win their trust, you need their attention.
If you want to get their attention, you need to be on their radar.”
The realization of the importance of youth in the election has led to a revolutionary change in the communication strategy of political parties. 65% of the population in India is aged below 35, making them a gold mine. The majority of voters now are young adults who are not familiar with olden ways and no longer can hearts be won by shaking hands. With the change in attitudes has come a necessity for modernism.
From newspaper ads to mobile applications
Earlier a front page coverage was absolute but now, it doesn’t make the cut. Similarly, the essence of campaigns have altered, so have the objectives of running them. As the number of first time voters’ increase in the election, the struggle to keep loyalties alive is faced by every party- big and small alike. Since, digitalisation has this generation’s interest; it makes sense to use it to get on their radar.
Therefore, parties nowadays are expanding their horizon and venturing into newer spaces for communicating including launching mobile applications to keep up with its young potential voters.
From campaign managers to digital marketing managers
If the medium of communication has changes, it is only obvious that people handling the communication would change too. A fact that has been proven through the recruitment of brand activation agency to handle political clients. Nothing is left to chance when the battle for the chair is on; so agencies are hired to take charge of the campaign on electronic media. Live updates on Facebook, video testimonials on Youtube, an interactive website and active Twitter account are just few examples of the many responsibilities these agencies have to handle.
Why leading branding agencies?
People have moved ahead of voting for a party, they are now searching for a leader. The image of the party has suddenly become subordinate to that of the individual. This requires hard core branding of the person as a leader, innovator and someone who is capable of selfless service to the nation. The idea is very similar to branding of a product in the market and therefore specialist are raked in. Best brand communication companies in India are looked upon to set the trend in motion.
  • Campaign management companies and brand communication agencies in India have a good understanding of the target audience and also, have access to the means of undertaking extensive market research to know more.
  • They provide brand activation services and so are aware of the best way to communicate with individuals in order to make them believe that they need something, in this case, a leader.
  • Their expertise in digital marketing, rural marketing and brand building makes up for their lack in politics.
The curious case of “Acche Din” in “Swaraj Land”
A lot has been said about out Prime Minister’s win and the role that social media played in the same. It is safe to say that most young adults knew about him and his chosen strategies, not through newspaper but his Twitter and Facebook handles.
If more recent examples are to be quoted, SushmaSwaraj ruling Twitter might be it, how she has won hearts by simple 1 line tweets deserves to be noted. At the same time, how Kejriwal has garnered outrage is surprising too.
It is safe to conclude that a single Twitter handle has the power to make or destroy a politician today. People want their leaders to be interactive, they want to be assured that complains are being heard and what better way of doing that then directly replying to them.
There are several examples to quote that showcase the power of having a social standing and the role of digital media in creating it. Thus, roping in brand consulting companies and digital marketing agencies is significant to the success of a political party.

Reinvent yourself with a Digital Revamp Strategy

A business, in order to be successful should also be timeless. It should be flexible to adjust as per the waves of change and not get washed away with their arrival. As technology spreads its wings, it assists innovation and creativity across the sphere. Accepting these changes can aid the development of your business.
It becomes the responsibility of the marketers to take initiative to ensure that the marketing strategies of a company withstand the test of time.
The Digital Age
As the roots of technology deepen, its involvement in business increases, from information technology to advertising. The use of technology has added efficiency and ease of operation to every known aspect of operations.
Using various digital media and adjacent tools through technological initiatives,marketing has been a game changer. Digital marketing, as we all have come to know and love, is a boon for startups and small businesses. Brands no longer need to be cash rich to indulge in heavy marketing, they just need to be innovative. This has leveled the plowing field for all the players in the market- new and old.
So the real question is not why, it is why not?
Given the benefits of having a strong digital strategy, it is safe to say that it is train every business should consider hopping on. A strong digital strategy clearly has multiple advantages, then why is that businesses still shy away from this reform?
  • People are averse to change
When people do something for a long time, they become used to it. This makes them uncomfortable taking a different approach to advertising.
  • Calculating the ROI of digital marketing is difficult
Attributing the costs to the benefits that are derived from them is difficult. Even though there are parameters that help, the picture is never black and white.
  • Technology might not seem commonplace
It is a common belief that a large chunk of Indians, especially rural audiences, do not have access to the internet. This lack of awareness of the real facts leaves plenty room for assumptions. However, majority of businesses, on closer inspection, will find that much of their target audience is privy to digital media.

Integration of digital media in brand campaigns vs. Traditional Marketers

People believe that change is inevitable but they often forget that this makes learning an endless pursuit.
As more and more strategic digital agencies are speaking up about the perils of the digital age, they are also speaking about the allowances of it. Digital marketing is one such hot topic that keeps tossing back and forth in the minds of the old school digital marketing company in India. Arguments are justified using the lack of digitalization in India as a reason. It is true that internet is not as widespread as some would lead people to believe. However, enough people are already using internet or on the way there, more than 40% of the population in India which makes it inevitable. That added to the 81% mobile phone penetration makes strategic digital marketing a must.
360 degree digital marketing solution compensates for the changes in the target audience behaviour over time. For the uninitiated, integrated digital marketing consists of various elements such as:-
  • Social media marketing
  • Video marketing
  • Content curation
  • Design strategy
  • Programmatic buying
  • Blogger marketing
  • Online led offline marketing
  • Email marketing
  • Content management
If the statistics do not convince marketers, it should be their own habits that do. Most of us are now dependent on our phones and especially on the internet for details, research and even advice. If there is some confusion, we look for an answer on the internet and so does the rest of the world. It is when the internet doesn’t know, that the situation seems out of control. The dependence on the information on the inner web has become inescapable and so has the power of it. Numbers speak volumes but they are not the sole bread earner of the marketing fraternity.
The behavioral pattern of the target audience is also an important factor in making the decision regarding the method of marketing to be chosen. Since the smartphone age has finally dawned upon us and our government is making ample of efforts to digitalize the nation, including free Wi-Fi; digital integration is the best option.
Still not interested in Digital Integration?
In case Digital marketing still doesn’t seem to appeal to a marketer’s senses, it is a good idea to investigate the reasons as to why. There is a hint of possibility that the marketer’s suspicious might prove to be found on utmost faith. In such cases, efforts should be made to find a perfect balance between off-line and online brand campaigning. The following can be few ways to do the same:-
  • Use digital platforms as a support to increase offline sales
  • Use digital platforms to compliment on-ground activation
  • Use digital platform to engage the audience about the brand
  • Use a certain component of digital marketing and take the rest in stride that is step by step
The truth is that if a marketer does not believe in a marketing strategy, they might not be able to implement it confidently. This means that if the marketers employ digital strategy without fully comprehending its power and boundaries, it would backfire on the brand.
Therefore, education seems to be the only answer, the more marketers would learn about the intricacies of the digital marketing world.
  • Learning through case studies about brands that have taken a similar path
  • Researching about the customers and their internet usage and preferred modes of communication
  • Taking the help of strategic digital marketing companies in India
It is a gradual process and not a steep slope, the more techniques a marketer learns, better.

India is moving to Bharat; where are you?



The government has time and again proven through policy and action that Rural India has its attention. The same belief was plastered further by the announcements in the union budget of 2016-17. Here is a highlight for the ones who missed it:-
Irrigation
A huge amount of 17,000 crore rupees has been allocated in order to bring approximately 28.5 lakh hectares under irrigation under the hood of Pradhan Mantri Krishi Sichai Yojana.
Infrastructure
A total of 97,000 crore rupees are scheduled to be spent on construction of roads under PMGSY scheme, the majority of which are to connect rural areas.
Insurance
Under the PM Fasal Bima Yojana, a massive amount of 5, 500 crore rupees is allocated so that more and more farmers can be assisted at a nominal premium.
Skill Development
About 76,000 youth is being aimed to be trained through multi-skill development centers across the country. Allocation of 1,700 crore rupees has been done to operate 1500 of such centers. The objective to skill 1 crore youth in next 3 years under the PM Kaushal Vikas Yojana.
Other Benefits
  • Introduction of Agricultural E- Market Platform.
  • 100% Electrification of villages by 2018.
  • 100 % tax exemption for start-ups for 3 years.
  • Government to increase ATMs, micro-ATMs in post offices in next 3 years.
  • Income of rural households would get doubled in next 5 years.
This corresponds into creating a web of new opportunities for industries and increases the allure of rural sector for them. Following are few ideas from the top of our head are as follows:-
Irrigation ————————→ Agricultural Equipment
Infrastructure ——————→ Construction
Crop Insurance——————→ Banking, Insurance and Financial Sector
Skill Development ————→ Education, Health and Service Sector
Other Benefits ——————→E-Commerce plus small scale industries, Consumer
durable, Automobile, FMCGs
Right Guidance
This is where a marketing and brand activation company comes to play its part. Every expert solution starts with an A and ends with a B but to reach from one point to another, business needs help. An agency that understands the importance of expansion and urgency of your needs to do reach your goals. From creating a policy that speaks to your sensibilities and paves the path with benefits derived from on-ground efforts.
Use this Budget, not to complain but to build.