Product: Television

1
Rural Relationship Marketing

• Product Television
• Brands L.G, ONIDA, PHILIPS, SAMSUNG, VIDEOCON,
  SHARP

Anamika Sen 94 Manisha Sharma 90 Sonali Dey 100
2
Whats driving the rural optimism

• Growth awareness
• A boost in penetration
• Booming rural economy
• Electricity in villages
• A good harvest
• More contact with the urban trends

3
SWOT as identified of the TA

• Strength
• TV is present in every household.
• Utility of TV is well known.
• TV is the most popular recreational pastime
• Very Brand loyal
• Weakness
• Reluctant to change to another brand
• Unaware of current market trends
• Rigid in their outlook when it comes to high end
  products

• Opportunity
• Extremely attractive offers can be conveyed
• People are very fond of the medium (TV)
• The trend of watching TV is still on up rise
• Several financing options available for high
  involvement products
• Threats
• Overly emotional about the TV
• Skeptical about buying a new
• TV Rigid in their purchase decisions
• Earning member is a major decision maker
• Low switchers in this category

4
What is a TV to them?

• Most inhabitants have a colour TV since the past
  5 years at least
• The TV is like a family member difficult to let
  go off
• Love the TV as long as it works not looking for
  better quality
• It is a high involvement product for them, and
  they value their investments
• The foremost source of entertainment for them

5

• Brand loyalty to their television sets is very
  high
• They fondly refer to the promising features of
  their television sets
• Servicing is preferred over buying a new set
  altogether
• Most claim theyd buy the same TV if (God
  Forbid!!) something happened to the present one

6

• Sharp is a very used brand, followed by Videocon
  and LG
• Thought of trying another TV - not even crossed
  their mind
• DTH is the upcoming buzzword
• The earning family member is usually the decision
  maker while others are mainly the users (viewers)
• Price is just one of the driving factors
• Very aware of service terms like warrantee and
  guarantee - Looking for TVs they neednt (ever)
  repair sign of great quality

Insights
7
Purchase decision?

• Opinion leaders Mostly people travelling to and
  from for neighbouring city/metros spread the
  message
• Earning member usually the one who will travel
  to Satara district and talk about what he saw in
  the city

8
Ad recall

• Ad recall for the different brands of TV is not
  as high as other categories as FMCG
• Recall for DTH DishTV advertising was high but
  some didnt know what DTH meant
• Recall for brands like Tata Sky (Aamir Khan)

9
Ideal way to communicate or push a product like TV

• A Festive season
• Mobile Van- Tv check vans (Like PUC vans for
  vehicles)
• - Distribution of branded remote controls for
  TV
• - Free service for TV
• - Promotional offers like exchange offer
  (Exchange 21 colour TV for a 29 colour TV)
• Direct Contact Program
• Tie up with local DTH service

10
The end