Ogilvy Outreach to export rural mktg concepts

this is one home-grown concept that is going places. tried and tested in rather uncertain territories of the indian market, the art of tapping low income consumers is going global. ogilvy & mather is exporting concepts developed by its specialist unit, ogilvy outreach, to reach out to consumers in mexico, argentina and brazil. with ogilvy outreach's skills honed in communications in the backwaters and media-dark indian markets to tap the low income groups, ogilvy & mather reckons that the evolved model can be exported and transplanted in latin american countries too. for ogilvy outreach, which handles a host of high-profile clients like hindustan lever, itc, asian paints and castrol, this is truly going places. ogilvy outreach has the largest rural communication network in india with activities spanning over six lakh villages. its exercise encompasses creating awareness and visibility of brands in markets where media penetration is scanty and is the most relevant in the 360-degree practice in the ogilvy network. the south american recces are over. specialised teams have been sent to the relevant markets and strategies are being carved out, dalveer singh, vice-president, ogilvy outreach, told et. reaching the media to low income groups in these countries is not a problem. this is unlike indian markets, where media reach is about 35 to 40 per cent, although for some fmcg products, penetration levels range between 80-90 per cent. but for some markets in south america, the understanding is primarily on the top-end consumer. this has touched saturation to some extent and, hence, many companies are looking at expanding the market, singh said. ogilvy social connections, which handles the unilever account in latin america, has adopted the indian model of mapping the requirement of the consumer and following it up with the relevant brand fit. the standards between the indian and south american markets may be different. for example, for the mexican lower income group, it may be a selling proposition for deodorants against a talc or a bath soap for the indian rural consumer perhaps, he said. but the market structure is essentially same and the process of evaluation of the markets are almost on similar lines. interactive activities like product demonstration, direct to consumer, sampling and selling are all processes within the broad model. ogilvy outreach is also planning to do communication programmes for levers in pakistan shortly. the logistics are being put in place. for bangladesh and sri lanka, the processes are up and running, he added. ogilvy outreach was created in india five years ago as ogilvy rural to handle rural and lower income group communications for companies.

Ogilvy Outreach to export rural mktg concepts

THIS IS one home-grown concept that is going places. Tried and tested in rather uncertain territories of the Indian market, the art of tapping low income consumers is going global.

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