journal_january2015

Recommendations

Info

JANUARY 2015 THE RURAL MARKETING JOURNAL CONCEPT & ACTIVITY Consumer Insight The young married women are educated and want to become a source of income in family. She has high awareness of the developments in society; usage is based on Voice of Authority and familiarity, e.g. Bhabhi (Sisters In Law), MIL (Mother In Law), etc. They believe that professionals' word carries a lot of weight. It was observed that the women in these geographies are constantly seeking information from credible source and are ready to accept changes that improve their lives. They understand the benefit of education and believe in being empowered and are ready to be independent. Family values are important for them. The challenge was to intersect these women's lives to impart relevant knowledge without being intrusive and preachy. Key insight for this target group is that all of them are currently struggling to be at par with the dynamics of changing world around them. To cope up with this situation they need knowledge about various aspects of life situations. The Concept Since the root of the problem was lack of knowledge, the solution was to instill proper understanding through education. Across India 'SANSKARS' or VALUES as we understand them, play a crucial role in molding a personality. This insight was explored further which led to the idea of promoting usage of J&J products as Healthy Habits. Rigorous research in various markets has given us 40 key areas of knowledge to be communicated to the target audience. These areas of knowledge were identified on the basis of linkages to the genes of our brands. The key brandbenefit messages are weaved into the good habits of life and are being propagated as modern Sanskars to make life better and healthier. Thereby, create relevance of the products in the lives of our target group, in a way, that is non-offensive but all encompassing. The Activity This idea was executed using different platforms. An on ground, engagement program called 'Stree Shubh Sanskar” was one of them. This program was devised to promote usage of our J&J products as a Healthy Habit. This proposition was justified by pitting our products against the substitutes being used. The differences and the benefits as compared were highlighted in the process with the help of an Audio-Visual. Folk music which is a source of daily entertainment was used as a catalyst to make the entire process memorable. Lyrics were written and composed using the typical tone, manner and tempo. These lyrics subtly created a positive perception of our products. The platform of Sanskars-or life values gives us the opportunity to talk to them in their language keeping the highest level of respect to their cultural values and yet passing the information about good practices in an easier and effective way. AMPLIFICATION & SCALE The program is planned to be implemented in 2419 most potential villages of Uttar Pradesh in 3 rounds of middle India initiatives. In the first round of initiatives, 840 priority villages were selected and the program was executed. Ground Activation comprised of: • Pre-publicity - through audio announcements, home-tohome invitation, banners and posters at vantage points in the village and help of Key Opinion leaders of the village • Retailer contact - using POS put up at the retail counter for brand visibility, product monitoring chart and a special invitation for theretailer's family to the event. 30
THE RURAL MARKETING JOURNAL JANUARY 2015 • Doctor Contact - Height Chart put up at the PHC and distribution of Doctor Detailer to the Doctor at the PHC. • Stree Sabha – Target audience (women, aged 15 years+) were invited at a pre-designated place. Stree Sabhas (Women Sessions) were conducted in the priority markets. The program was designed as a 60 minute interactive session for women in the age group of 15 to 45 years with the musical AV and a Q&A session based on the AV. The program was conducted by a team of trained female moderators (3 days on/off field training).\ • Sampling – sample products were distributed at the end of the program. • Radio was used as a medium to augment the impact of the ground activation. A 13- episodes radio program based on Stree Shubh Sanskaars were broadcasted on AIR stations. • Merchandising–To enhance brand visibility, various merchandise elements were put up at key touch points including retail shops and Primary Health Center. • Local Cable Television was identified as low cost alternate reminder medium for the program. • Program Sustenance J&J focus on making life-changing, long-term differences in human health by targeting the world's major health-related issues. They work to fulfill this and other philanthropic efforts, through community-based partnerships. In order to achieve this mission, a brand ambassador for the company in each of the priority village is recruited during the activation program. The brand ambassador christened 'GramyaJyoti' (Light of the Village) is currently responsible for driving the consumer promotion in her village. The legion of GramyaJyoti will be a force to reckon with: 2419 GJs will be enrolled in the Indian State of Uttar Pradesh alone. This force can be used for information dissemination, merchandising, gather target group for future program at short notices, etc. Gramya Jyoti is essentially a Health Volunteer who provides information on topics related to women hygiene and child health care. GJs also drive the consumer promotions drive, facilitating sales, merchandising at retail outlets, sharing and distribution of IEC material with village women, interaction with distributor, profiling health of women and children in the village with tracking and reporting of improvements in these areas achieved. RESULTS Program implemented in 840 priority villages in Uttar Pradesh – in the Middle India Cluster - that led to the creation of 167 GramyaJyoti – the brand ambassador for the Company in these villages. Key Achievements Improvements in Brand Relevance • JB J&J Baby Soap - Association on the following has increased since activation: Suitability for younger and older babies, Reasonable prices, Anti germ, etc. • JB J&J Baby Powder - Significant improvement in all imagery parameters since the activation. Association on the following has increased since activation: Does not block baby's skin pores, does not cause irritation to babies, has less powder dust, has mild ingredients, recommended by doctors, etc. • JB J&J Baby Oil - Significant improvement in trials and purchase intention • Stayfree Secure - Significant improvement in purchase intention, significant decline in non-users for Stayfree 31
Page 1: FOR PRIVATE CIRCULATION ONLY | VOL-
Page 4 and 5: COVER STORY Feature - 03 A Window i
Page 6 and 7: JANUARY 2015 THE RURAL MARKETING JO
Page 18: JANUARY 2015 THE RURAL MARKETING JO
Page 35: advertise HERE RMAI e-journal reach

journal_january2015

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?