Corporate companies must have a long-term commitment and understanding of specific consumer needs to tap the potential of the booming rural market for their products.
This, in a nutshell, is what the book Don’t Flirt with Rural Marketing authored by R.V. Rajan is all about. Launching the book at an event organised by Advertising Club Madras here on Friday, N. Murali, Co-Chairman, Kasturi and Sons Limited, said Mr. Rajan, founder and former chairman, Anugrah Madison Advertising, had shared the experiences of a career spanning nearly four decades in the book.
He said Mr. Rajan’s disciplined approach with his eye for details and apt illustrations was impressive.
His deep insights into the rural marketing of brands and emphasis on execution make the book a must-read for rural marketers and advertising aspirants, Mr. Murali added.
Srinivasan K Swamy, chairman and managing director, R.K Swamy BBDO, who received the first copy of the book, described it as a gift to the marketing industry.
He highlighted the importance of the rural consumer base that contributes majorly to the sales of various brands and products.
Mr. Rajan said nearly 50 per cent of sales of all types of products come from rural India. The book underlines the significance of adopting apt communication strategies suited for regional consumers through a 14-step approach. A combination of mass media marketing along with road shows was essential to reach out to rural consumers, he added.
Karthic Moorthy, president of the Advertising Club Madras, also spoke.
