Contents – Rural Marketing: Text and Cases, 2nd Edition

Contents

Preface

 

PART I  NEW HORIZONS

1 Rural Marketing Opportunities

Introduction

What Is Rural?

Taxonomy of the Rural Market

Go Rural Decision

Rural Inhibiting Factors

Approach Decision: Rural Marketing Models

Bottom-of-the-Pyramid Approach

Integrated, Innovative and Inclusive Growth Model

Evolution and Scope

Concept and Nature

Implementing the Decision

Rural Versus Urban Marketing

Becoming a Rural Marketer

Test Your Rural Marketing Potential

Summary

Discussion Questions

Short Answer Questions

Essay Questions

Internet Exercise

Mini Project

End Notes

Case 1.1 Trials of a Rural Sales Trainee

Case 1.2 Rural Entrepreneurship

2 Understanding the Rural Economy

Introduction

Rural Marketing Environment

Social Environment

Economic Environment

Technological Environment and Innovations

Political Environment and Development Initiatives

Implications on Rural Marketers

Summary

Discussion Questions

Short Answer Questions

Essay Questions

Internet Exercise

Mini Project

End Notes

Case 2.1 Dakseva, Janaseva

Case 2.2 Rural Outsourcing—The Case of ROPE

3 Rural Marketing Experiences

Introduction

Case of HUL—Project Shakti

Case of CFCL—Uttam Bandhan

Case of ITC—e-Choupal

Case of Colgate— Education

Case of HLL—Social Marketing

Lessons from Experience

Summary

Short Answer Questions

Discussion Questions

Essay Questions

Internet Exercises

Mini Project

End Notes

Case 3.1 Biostadt’s Big Leap

Case 3.2 Godrej Focuses on Rural Markets

 

PART II  INSIGHTS

4 Rural Consumer Behaviour

Introduction

Rural Consumers on the Growth Track

Model of Consumer Behaviour

Buying Decision Process

Environmental Factors Influencing the-Decision-making Process

Buyer Characteristics

Buying Behaviour Patterns

Brand Loyalty

Innovation Adoption

Summary

Short Answer Questions

Discussion Questions

Essay Questions

Internet Exercise

Mini Projects

End Notes

Case 4.1 Know Your Consumer and Innovate

Case 4.2 Caring for One and All

5 Rural Marketing Research

Introduction

Significance of Information

Sources of Information

Marketing Research—Key Decisions

Approaches and Tools—Case for Innovation

Participatory Approaches

Innovative Tools

Rural Versus Urban Marketing Research

Rural Research Business

Who has the Edge?

Summary

Short Answer Questions

Discussion Questions

Essay Questions

Internet Exercise

Mini Project

End Notes

Case 5.1 Rural Market Survey

Case 5.2 Pharma Surveys Rural

6 Selecting and Attracting Markets

Introduction

Concepts and Processes

Case for Segmentation

Bases for Segmentation

Emerging Segments—Women and Youth

Guides to Effective Segmentation

Targeting

Positioning

Case 1—ICICI Prudential

Case 2—Mahindra and Mahindra Tractors

Summary

Short Answer Questions

Discussion Questions

Essay Questions

Internet Exercise

Mini Projects

End Notes

Case 6.1 Rural Kiosks—Search for Optimization

Case 6.2 LG Reaches Rural Markets

 

PART III  DESIGNING STRATEGIES

7 Product Strategy

Introduction

Product Decisions

Product Classifications

Product Strategy Levels

Significance of Product Strategy

Product Strategies: Assessment of Acceptability

Product Design Decisions

Types of Product Strategies

Product Innovation Strategies

Customer Value Strategies

Product Identity Strategies—Branding

Product Identity Strategies—Packaging

Brand Building Strategies

Product Lifecycle Strategies

Fighting Fakes

Summary

Short Answer Questions

Discussion Questions

Essay Questions

Internet Exercise

Mini Project

End Notes

Case 7.1 Healthy Brand Building—HUL Takes the Lead

Case 7.2 Titan Shines in Rural Areas

8 Pricing Strategy

Introduction

Concept and Significance

Pricing Objectives

Pricing Policy

Pricing Strategy—The Affordability Challenge

Pricing Strategy—Rural Versus Urban

Pricing Strategy Needs Integrated Approach

Pricing for the Quality-conscious Segment

Pricing for the Value-conscious Segment

Pricing for the Price-conscious Segment

Pricing—Based on Distribution

Pricing—Based on Promotion

Pricing and Environmental Factors

Pricing for Competition

Pricing by Retailers

Pricing and Product Lifecycle

Summary

Short Answer Questions

Discussion Questions

Essay Questions

Internet Exercises

Mini Project

End Notes

Case 8.1 Nirma in Dilemma

Case 8.2 Innovative Pricing Strategy of Idea Cellular

9 Distribution Strategy

Introduction

Distribution—The Availability Challenge

Distribution Practices

Distribution Trends

Rural Logistics

Rural Coverage Decision

Geographic Information Systems for Planning Rural Coverage

Distribution Decision—Direct Versus Indirect

Direct Marketing

Indirect Marketing

Summary

Short Answer Questions

Discussion Questions

Essay Questions

Internet Exercises

Mini Project

End Notes

Case 9.1 Har Gaon, Har Aangan

Case 9.2 Cattle Feed Distribution—The Anand Pattern

10 Rural Retailing

Introduction

The Rise of Organized Retailing

Types of Retail Outlets

Role of Retailers

Rural Malls

Government-initiated Retail Outlets

Entrepreneur-founded Malls

Agri-company Retail Outlets

Retail Outlets of Petro-chemical Companies

Retailing by Urban Players

PPP Models

E-Tailing

Training Retailers

Summary

Short Answer Questions

Discussion Questions

Essay Questions

Internet Exercises

Mini Project

End Notes

Case 10.1 Expectations on the Higher Side

Case 10.2 Retail Format and Strategy

11 Promotion Strategy

Introduction

IMC—Concept and Management

Awareness and Motivation Challenge

Objectives and Framework of IMC

Promotional Mix

Communication Process

Communication Media

Designing the Communication Strategy

IMC Strategy

Rural Advertising

Summary

Short Answer Questions

Discussion Questions

Essay Questions

Internet Exercises

Mini Project

End Notes

Case 11.1 Maruti’s Game Plan

Case 11.2 Fevicol Bonds

 

PART IV  APPLICATIONS

12 Marketing of Consumer Products

Introduction

FMCG Industry—An Overview

Marketing Mix

Dettol Campaigns for Hygiene

Consumer Durables Industry—An Overview

Marketing Mix for Durables

Nokia Sets Connections

Summary

Short Answer Questions

Discussion Questions

Essay Questions

Internet Exercises

Mini Project

End Notes

Case 12.1 Aventis Arrives

Case 12.2 Marketing Water Purifiers: The Godrej Way

13 Marketing of Agri-inputs

Introduction

Concept and Classification

Marketing of Seeds

Marketing of Fertilizers

Marketing of Pesticides

Marketing of Tractors

Extension Services

Summary

Short Answer Questions

Discussion Questions

Essay Questions

Internet Exercise

Mini Project

End Notes

Case 13.1 Small Is Beautiful

Case 13.2 Uttam Bandhan

14 Marketing of Services

Introduction

Marketing of Savings and Investment Services

Savings and Investment

Marketing of Credit Services

Marketing of Insurance Services

Marketing of Cellular Services

Summary

Short Answer Questions

Discussion Questions

Essay Questions

Internet Exercise

Mini Projects

End Notes

Case 14.1 Giving Wings to Savings

Case 14.2 Mobile Internet Services

15 Social Marketing

Introduction

Conceptual Framework of Social Marketing

National Rural Heath Mission Campaigns

Pharma Healthcare Campaigns

Marketing of Family Planning

Marketing of Health Care

Marketing of AIDS Prevention

Summary

Short Answer Questions

Discussion Questions

Essay Questions

Internet Exercise

Mini Projects

End Notes

Case 15.1 Campaign for Health

Case 15.2 Multi-pronged Attack

16 Agricultural Marketing

Introduction

Marketable Surplus

Concept and Functions

Types of Agricultural Markets

Marketing System

Terminal Methods of Sale

Regulated Markets

ICT Channel

Case 1—Marketing of Coconuts

Case 2—Marketing of Cotton

Marketing Finance

Corporate Agriculture

Commercialization

Summary

Short Answer Questions

Discussion Questions

Essay Questions

Internet Exercise

Mini Project

End Notes

Case 16.1 Corporatization of Agriculture

Case 16.2 Welcoming Private Markets

17 Marketing of Rural Industry Products

Introduction

Artisans and Products

Artisans Left Behind

Marketing Problems of Artisans

Institutional Framework for Development

Development Measures

Marketing Initiatives

Export Marketing

Role of NGOs

Marketing of Rural Tourism

Summary

Short Answer Questions

Discussion Questions

Essay Questions

Internet Exercises

Mini Project

End Notes

Case 17.1 Promoting Rural Products

Case 17.2 Selling With Enthusiasm

 

PART V  LOOKING INTO THE FUTURE

18 Future of Rural Marketing

Introduction

Change in Patterns

Winning Stakes—Social Aspects

Emerging Segments—Women and Youth

ICT—Transformation Agent

Technology and Innovation—A Driver

Rural Innovations

Summary

Short Answer Questions

Discussion Questions

Essay Questions

Internet Exercise

Mini Project

End Notes

Case 18.1 Advertising on Two Wheels

Case 18.2 Insurance Takes a New Path

 

PART VI  CASES

Case 1 Bajaj Discovers New Opportunities

Case 2 Marketing of DTH Services

Case 3 Strategy of ACE

Case 4 Asha—Nourishing New Hope

Case 5 An All-weather Friendship

Case 6 Heroes for a Cause

Case 7 Marketing of TV Channels

Case 8 Doctor’s Choices

Case 9 Nutrine—Leading the Rural Market

Case 10 Concrete Ambitions