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COMMUNICATION STRATEGIES FOR RURAL MARKETS
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CHAPTER 9
221
RURAL MARKETING
INS
IGH
T
Bihar contributes 15 per cent to the national market share in the mos-
quito repellent coil segment. As Bihar is a priority market for Mortein,
the company decided to participate in the local Sonepur Mela. Sonepur
Mela is held for 25 days and attracts approximately a million people.
The Plan
Mortein had to devise a communication plan distinct from the run-
of-the-mill mela campaigns, which would act as a stand-out ex-
ercise for it. Also, the plan was to enable the designed activity to
gradually grow into an eagerly anticipated annual affair. ...
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