Enough potential in urban India before going rural: L’Oreal Paris
L’Oreal Paris is originally a French beauty brand, which was introduced in India in the year 1993. With passing of two decades, now even a child knows about the L’Oreal beauty products. It has grown very fast as it has been recognized and accepted by a lot of people in a little span of time. According to the company survey, it ranks number 3 in Indian Cosmetic Market.
Total market value of all cosmetic industries in Indian market is around Rs. 81,000 crore and share of L’Oreal Paris products are Rs. 3,000 to 3,500crore a year.
The company keeps itself updated with changing needs and trends with the help of media advertising and marketing. To connect with various customers, the company uses television, digital, social media platforms and other media. The starting price of company’s product is Rs. 3 and it is making all possible effect to catch a wider range of people.
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Why not “Rural Advertising” ?
L’Oreal Paris general manager Ragjeet Garg says, the company is more focused towards urban population as there exists enough potential and later on it will focus on rural areas advertising . The object is to attract as many consumers as possible but the first preference is to gain urban population’s attention in wider scope.
The signature phrase “Because we are worth it” resembles the company’s motive, that is, to provide and improve the self-unique beauty of every woman as an individual.
The main Brand Ambassadors of L’Oreal international includes A-list Bollywood actresses like Aishwarya Rai Bachhan, Sonam Kapoor, Deepika Padukone and the main reason to choose them as Brand Ambassadors is their ability to attract and influence wider range of people of any age group and lifestyle.
Recently the brand celebrated its bond of glorious 21 years with Cannes Film Festival and it was a treat to watch their bond. Garg claimed that association with Cannes is not for achieving a fair return in market but is for inspiring people to understand that beauty is for everyone.
FAQ’s for Rural Marketing in India
Rural advertisement consist of various brand promotional activities carried out by companies in order to enhance brand awareness and visibility in Indian villages among rural audience.
OOH media options like Mobile van advertising, Kiosk Advertising, Hoardings and Wall painting are used to target rural markets and audience in India.
Rural markets in India, unlike their counterparts in urban areas are highly difficult to predict, and have specific characteristics and behavior. Financially, the rural population of India is mostly mix of low and medium level varying irregular income and flow of farm income may vary as per the monsoon season.
Rural promotion or brand activation in Indian villages primarily include set of various activities to boost particular brands visibility and awareness in remote village areas in a given geographical location.
In India’s growth story of being a developing nation, villages have played an important role. Overall rural development efforts has reached villages as well and same can be seen in data of average rural household spending. Growing purchase power definitely attract brands to grow their footprints in Indian rural areas.
MyHoardings have capability and expertise to help brands build their rural marketing strategy. With vast experience in brand promotion in rural areas of India, MyHoardings can provide planning expertise and hassle free campaign execution of ad plans and branding in every corner of India.
Despite a long growth story, challenges remain in rural marketing sector in India. Data shows that number of people under the poverty line has not reduced at the planned and expected rates. Along with that, lack of better transport infrastructure, multiple languages and dialects, low income per capita and seasonal low demand clouts rural markets with clouds of uncertainty in India.
Since India rural markets remain uncertain when compared to urban counterparts, performance measurement also remain a challenging task in limited time periods. As far as Rural marketing is concerned, sustained presence in market is the key to perform in Indian villages and performance can only be verified with sales data in hand for ample period.
Yes. As an established rural branding agency in India, MyHoardings help brands to provide end to end services in rural marketing sector in India. We also provide experienced and influential promoters for interactions with villagers who can be beneficial for brands in Kiosk branding and roadshow advertising campaigns in India.
Yes. MyHoardings is growing rural advertising agency in India and multiple brands have chosen to collaborate with MyHoardings to execute their rural branding campaigns in Indian villages.
Products and services can be promoted with static ads like OOH hoardings, wall painting or interactive advertising mode involving promoters using mobile Kiosks or roadshow advertisement.
Wall painting is traditional, popular and impact creating mode of advertisement in rural Indian. Brand promotion in Villages with Wall painting include painting client creatives on available large walls in rural areas of India.
Wall wraps are usually considered as advanced version of wall painting, include large size flex or vinyl stickers pasted on road walls and retail areas in India. Wall wrap is an very economical and cost effective mode of outdoor advertisement and branding in India, especially in rural areas.
Growth story of Indian rural markets in past few decades is a well-known. Will rise in rural economy, increasingly more and more brands plan to increase their presence in Indian villages in order to increase company footprint and enhanced sales.
Roadshow advertising is used to promote a particular company products and services by displaying same on vehicles and carrying vehicle in busy rural areas of India. Usually promoters also accompany the roadshows in order to explain the product details or plans to the rural audience.
Rural advertisement activities vary highly when compared to urban marketing which need separate planning and crafting different messages for different audience groups. Rural advertising is also dependent on the cultural, geographical and social formats of living.
