Television

R V Rajan's Handbook: A guide to rural marketing

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2015/10/15/rural%20marketing.jpg?itok=LGa7xnOY

MUMBAI: From being a Bombay boy to rural marketer specialist, RV Rajan has many stories to tell. The 72-year-old founder and former chairman of Anugrah Madison Advertising has written a new book - Don't Flirt with Rural Marketing - or like he says "it's my experience".

With around 40 years in the industry, the veteran says the research which went into writing the handbook is nothing but his experiences in the field. According to him, the income and aspirations of lower middle class and middle class is increasing, so no one can afford to ignore rural marketing. "It is from here that a lot of aspirations come from. And with brands offering almost 50 per cent of their products to this category, it is very important to focus on rural marketing," he states.

The TG for the book is marketers, MBA students as well as anyone who wants to know about the subject stresses R V Ranjan

The chapters outlining the fourteen step approach include topics like Commitment from the top management, Choosing the right product, Understanding the mindset of the rural consumers, getting a dedicated task force, Developing focused communication strategy, Performance evaluation etc. The highlight of the book is the elaborate chapter on Below the Line Activities (BTL) which account for 80 per cent of the rural marketing efforts. In this chapter the author provides a detailed practical guide for any kind of road shows. "I have written the book in a very chatty and informal way so that it doesn't read like a lecture. I want people to feel the experiences I went through," he says while stating that the correct TG for the book is marketers, MBA students as well as anyone who wants to know about the subject.

Another added feature is that many of the chapters are supported with appendices giving very useful contact details of individuals and institutions that provide support services to anyone interested in making a foray into rural marketing.

When asked which are the companies which have paid attention to the field, he replies "HUL and ITC have been doing it for years now. But in the current scenario, the company which has created dominance in the rural market through its campaigns and initiatives is LG."

The book has a foreword by ITC executive director Kurush Grant who describes the book as the first usable manual for marketers. "Most serious marketing companies should make the book compulsory reading for all their marketing and rural sales teams".

According to the president of Rural Marketing Association of India and father of rural marketing Pradeep Kashyap, "The book is a must have for anyone involved in Rural Marketing because it has practical insights on Rural marketing which are invaluable for companies and agencies."

Rajan goes on to say that although rural marketing share has increased over the years and states like Punjab, Haryana among many others have gown fantastically one still needs to focus on it.

The Rs 395 book which took around two years to write is published by Productivity & Quality Publishing (Chennai). The 130 page book is accompanied by a DVD containing video clips of some successful case studies of Anugrah Madison.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/15/BARC.jpg?itok=cBG2WwYI
HUL top advertiser in BARC week 49

Revealing the top advertisers and brands of the week, Broadcast Audience Research Council (BARC) India has released its data for the period between 1 December 2018 and 7 December 2018. The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R): 2+ Individuals...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/15/Zee_Hindustan.jpg?itok=1SdhyzLZ
Zee Hindustan turns anchor-less

The Zee Media Corporation Ltd, part of the Essel Group, today took a path-breaking step in television journalism by formally making its Hindi news channel Zee Hindustan anchor-less.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/15/Aaj%20Tak.jpg?itok=LyDZy5W6
Aaj Tak continues to lead amid elections in BARC week 49

Aaj Tak yet again stood on top in all the three Hindi news genres in BARC week 49. Republic TV continued to dominate the English news genre. Zee News took the third position in Hindi News (U+R) after replacing ABP News which slipped down to the fourth place.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/15/Zee_Anmol.jpg?itok=dVPxkKL9
Zee Anmol leads GEC urban in BARC week 49

Star Plus climbed to the second position from fourth position as compared to the previous week in the Hindi (U+R) genre in Broadcast Audience Research Council (BARC) data for week 49 of 2018. Star Plus and Big Magic interchanged their eighth and ninth positions in the rural market. Zee Anmol and...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/cnn.jpg?itok=0ksaER76
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/aaj.jpg?itok=DHB4vY0B
Aaj Tak HD hits airwaves, available on Tata Sky

India’s leading news broadcaster Aaj Tak has announced the launch of country’s first Hindi HD news channel - Aaj Tak HD.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/Uday_Shankar1.jpg?itok=IDT2qFvU
Uday Shankar's meteoric rise from Star India to Disney APAC

The man running India's largest media company - Star India-  has made it to the top in the Asia Pacific region at probably the world’s most admired entertainment company - Disney. Uday Shankar, who once was a reporter with The Times of India, and then went on to successfully lead news channels such...

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/DreamWorks_800_0.jpg?itok=sSYpWXTb
DreamWorks to launch Fight Sports and Kids+ channels

DreamWorks Channel, a Southeast Asian pay television network that is owned and operated by DreamWorks Animation International TV, a subsidiary of NBCUniversal, which is a division of Comcast, has set the ball rolling to launch two new channels - Fight Sports and Kids+ Asia. It has started the...

Television TV Channels Kids
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/Star-Zeel.jpg?itok=CGxBu6QW
4 Star and 3 Zeel channels most watched across genres

Four channels from the Star India network, three channels from Zee Entertainment Enterprises Ltd (Zeel) and one channel each from Sony Pictures Network India (SPN), the Sun TV Network, and Viacom 18 comprised the list of the top 10 channels across genres for week 49 of 2018 (Saturday, 1 December to...

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories