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| Apr 28, 2006 12:09 pm |
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re: Brand Building in Rural India |
Aashish Argade
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Hi Sandeep,
The article is very informative. I feel that not much attention has been paid to the aspirations of the rural Indian consumer. If I sit in front of the TV watching ads, I can relate to some, some are aspirational and some are alienating. If I conclude that most of these ads have been made keeping the urban consumer in mind, I dont know what kind of message they communicate to the rural consumer.
As was mentioned in the article, the product is supposed to be a problem solver. And this aspect needs to be communicated to the consumer in such a way that he can relate his needs to the product's problem solving capacity. Therefore a blanket approach of brand positioning will not work.
All said and done, accessibility is the major problem that a marketer faces to reach rural markets. Transport and communication infrastructure are the major bottlenecks. But let us also remember that seeds, fertilizers, pesticides, fuel, and to some extent medicines have been available to the rural populace. Perhaps a common vehicle (I dont mean a transport vehicle, but a medium) for all the goods can be of benefit to all marketers.
Aashish Private Reply to Aashish Argade (new win) |
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