Regional language in marketing
The knowledge of vernacular language can be utilised by marketing and advertising students on the following counts—
Preparing regional advertisements
Knowledge of regional language will help the marketing students to understand the cultural and lingual framework. This will help him in choosing the right ad campaign to connect with the customers.
Defining regional market penetration strategies
This will help the students to evolve strategies that can easily capture the market share along with the share of customer satisfaction.
Innovative customised product development for regional markets
A complete understanding of customers and local communities is a must to develop or promote a successful local product. Regional language skills provide a foundation to trusted relationship with customers. Information collected from the customers improves the probability of product success in market. Rural customers feel comfortable in explaining their needs in regional language.
Handling customers complaints
loosing existing and potential customers on the ground of misunderstandings through language is a costly affair. The loss due to such misunderstanding is not just the profit from sales but also the loss of return in investment in development. The company needs marketers who can understand the complaints of the local customers.
Defining CSR policy
For implementing as well as for identification of CSR projects at the regional level, organisations always requires people who can understand the local language and culture.
The writer is Dr Nidhi Maheshwari, assistant professor, Asia Pacific Institute of Management