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JANUARY 2015 THE RURAL MARKETING JOURNAL identify the touch points to create customized communication plan. A dipstick study was conducted in the 7 districts in AP and Telanaga, and 4 in Karnataka. Based on the findings, farmers with net income of Rs. 15 lakhs p.a were targeted for the activity. A communication plan was designed to position Bolero PIK UP as an additional source of income. The campaign was called “Kisaan Unnati Bolero Pik-Up sangati”. To communicate an insight and story based TVC was shot. Phase 2: Gram Panchayat and Haat Activity: Gram Panchayat: The dipstick study also revealed that farmers spend about 2 hours every day at Panchayats and they visit Haats at least once a week. At Panchayats they spend their time discussing village welfare and farming. They also read newspapers and magazines. The Sarpanch holds a high regard in a farmer's mind. That's why Panchayat Samiti was chosen to interact with the farmers. Location was recced and necessary permissions were sought. Activity posters were put up. Leaflets were distributed by visiting door-to-door and villagers were invited. On the D-day a well-crafted AV was played. The theme of the campaign and AV was “Kisaan Unnati Bolero Pik Up”. It provided a comparative analysis on the lives and prosperity of a Bolero Pik Up owner cum farmer and that of a regular farmer. The AV explained how an additional income can be generated through a Bolero Pik Up. Emcee engaged the crowd by asking questions and inviting suggestions on village development. The Sarpanch was felicitated and the recorded suggestions were passed on to him. Haat Activity: The study also revealed that they combine Haat visits with other activities like purchasing ration, groceries and also visits to a doctor. Haats are also a major source of entertainment for a farmer's family. A Haat is visited by at least 50% of the population every week from the villages it covers. Keeping a farmer's family in focus, activities were designed. Posters were put up after the Haat was recced and necessary permissions were sought. The vehicle was placed on a red carpet near the demo van. “KisaanUnnati Bolero Pik Up sangati” AV was played. Test drives were offered and after every 5-7 test drives, Emcee quizzed people on the features of a Bolero Pik Up. In another activity, farmers were invited to have their photos clicked with their families and Bolero Pik Up as a backdrop. Instant photographs were given to prospective leads. Results of Gram Panchayat and Haat Activity: In a span of 46 days, 7 teams covered 263 Haats and 277 Panchayats in 3 states. • Generated a total of 11,410 enquiries, of which 980 were hot leads and 934 were warm leads. • 16% of the total enquiries were considered to be hot and warm leads were expected to purchase the vehicle sooner or later. • Apart from campaigning and promoting the vehicle at the village and small town level, the teams booked 33 vehicles in these states on the spot. 28
THE RURAL MARKETING JOURNAL JANUARY 2015 ON GROUND JOHNSON & JOHNSON On Ground Activation: Lowe Lintas Linengage BRIEF AND OBJECTIVE The first decade of the millennia saw India setting forth on a development course that saw the creation of the India success story. This developmental phase encompassed all spheres of the economy and improvisation in quality of life across both urban and rural India. The numerous welfare and developmental initiatives by the GOI in Rural India not only improved the quality of life in general, it also empowered them with an ever increasing purchasing power. The disposable incomes of the people grew and they were readily lapping up products and services which hitherto were urban phenomena. Aspiration and affordability drives the upsurge. Rural India was the cynosure of all marketers as this was the sector that was growing exponentially compared to Urban India. The opportunities were immense, but not without challenges. Johnson & Johnson India, whose presence in the Indian hinterland was very low only added to its void in this emerging market. Though the awareness of J&J brands are very high in this middle India market cluster, the perceived notion is that there is no need for the brand as what is being traditionally used is all right coupled with the fact of J&J's products being expensive. The objective was to build awareness and usage of Johnson and Johnson Consumer products in the weaker penetrated geographies but the challenges were multi-fold- • Challenge 1 - J&J's baby products are to be used mostly for first three years of baby growth. Reaching the same geographies again and again leads to a very cost ineffective marketing initiative to build the brand relevance amongst the target audience. How to design a consumer education program that is self-sustainable • Challenge 2 – Is there a common consumer insight that can help in designing a uniform campaign all across middle India geographies • Challenge 3 – Can there be a supportive and selfsustaining distribution channel in these markets that not only help in product penetration but also can help in building a long term relationship with the consumers 29
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