Department of MBA
Course Outline
Semester – IV
Subject Code: 12MBAMM415
Subject Title: Rural Marketing
Faculty Name: Mr. Adarsh. B
No of Hours / Week: 4 hours
Total no of Lectures:56
IA Marks: 50
Exam Hours:3
Exam Marks:100
Table -1
Session Plan
Mod
No
I
Session. No.
1
1
2
II
3
contents
Introduction
Definition-scope of rural
marketing-concepts-components
of rural markets .
Classification of rural marketsrural vs. urban markets.
Rural Marketing
Environment
Population-occupation patternincome generation
Pedagogical
Tools
Lecture/Video
Presentation
Assignments
/ additional
work
Student
Learning
Evaluation
Technique
Cumulative
Coverage(%)
1.7
Lecture
Lecture
5.3
II
4
Location of rural population-
lecture /Case
II
5
6
6
II
7
II
8
II
9
Expenditure pattern-literacy level
Land distribution-land use pattern
-irrigation-development
programs-infrastructure facilities
Rural credit institutions-rural
retail outlets
Print media in rural areas-rural
areas requirements
Problems in rural marketing
Lecture
II
II
II
10
Rural demand-rural market
index.
III
11
III
12
Rural Consumer behavior:
Consumer buying behavior
models
Factors affecting Consumer
Behavior,
Social factors, Technological
Factors, Economic Factors,
Political Factors.
III
13
Rural Consumer Behavior
III
14
Characteristics of Rural
consumer- Age and Stages of the
Life cycle,
Occupation and Income,
Economic circumstances
Group
Presentation
Lecture
Lecture
Lecture/Case
Case
Group
Presentation
Group
Presentation
Lecture
18.33
Lecture
Case
Group
Presentation
Lecture
23.33
III
15
Lifestyle, Personality and
Brand Belief, Information Search
and pre purchase Evaluation, Rise
of consumerism
Lecture
III
16
Lecture/Video
III
17
Consumer Buying Process,
Opinion Leadership Process
Diffusion of
Innovation, Brand Loyalty
IV
18
Lecture
IV
19
Researching Rural Market:
Sanitizing rural market
, Research design- Reference
frame, Research
IV
20
Rural Research
Video/Case
IV
21
Lecture/Video
IV
22
Diffusion of innovation,
Development studies
PRA approach, The need for
PRA approach
IV
23
Lecture/Video
V
24
V
25
Sampling, Operational aspects of
data collection
. a) Segmenting, Targeting and
Positioning
Segmentation- Heterogeneity in
Rural, Prerequisites for Effective
Segmentation, Degrees of
Segmentation
Basis of Segmentation and
Approaches to Rural
Segmentation- Geographic
Segment, Demographic
Segmentation, Psychographic
Segmentation,
Lecture/Video
30
Lecture
Lecture/Video
Group
Presentation
Group
Presentation
Group
Presentation
Group
Presentation
Lecture
Video/Case
40
Group
Presentation
V
26
Lecture
Behavior Segmentation,
Multiattribute
Segmentation,
V
27
Rural Segmentation
Case/Video
V
28
Targeting- Evaluation and
Selection of Segments, Coverage
of Segments.
Lecture/Video
V
29
Positioning- Identifying the
positioning Concept, Selecting
the positioning concept
Lecture/Video
Group
Presentation
V
30
Contd: Developing the Concept,
Lecture/Case
Group
Presentation
Communicating the Concept.
V
31
V
32
b)Product Strategy
Introduction, Marketing Mix
Challenges, Product concepts
classificationFive Levels Products,
Classification of Products
Contd.: Rural Product Categories
–
Fast moving Consumer goods,
Consumer Durables, Agriculture
Goods, Services.
Lecture
Lecture
Group
Presentation
46.67
48.33
51.66
V
33
V
34
V
35
V
36
V
37
VI
38
VI
39
VI
40
c) New Product Development
Consumer Adoption Process,
Contd.: Product life cycle, Product
Mix,
Lecture
d) Branding in Rural IndiaBrand building in Rural India,
Brand Spectrum
in Rural, Brand Loyalty Vs
Stickiness
Video/Case
e) Fake Brands- The Fakes
Market, Strategy to counter fakes,
Structure of competition in Rural
India, Product warranty and
After-sales service,
Conclusion, Assignment
Distribution Strategy:
Introduction: Accessing Rural
Markets, Coverage Status in
Rural Markets,
Channels of Distribution,.
Contd: Evolution of Rural
Distribution SystemsWholesaling, Rural Retail
System, Vans, Rural Mobile
Traders: The last
Mile Distribution,
Haats/Shandies, Public
Distribution System, Cooperative societies, Behavior of
the Channel.
Lecture
61.66
Lecture
63.33
Distribution Strategy
Case
55
Lecture
Group
Presentation
58.33
Lecture
Lecture
Group
Presentation
VI
41
VI
42
VI
43
VI
44
Prevalent Rural Distribution
ModelsDistribution Models of FMCG
Companies
Distribution Model of Durable
Companie
Distribution of fake products.
Lecture/Video
Group
Presentation
Case
Group
Presentation
Lecture
71.66
Emerging Distribution ModelsCorporate –SHG Linkage,
Satellite Distribution,
Syndicated Distribution,
ITC’s Distribution Model,
Petrol pumps and Extension
counters, Barefoot
agents, Agricultural agents,
Agricultural input dealers,
Other channels, Ideal
distribution model for Rural
Lecture
73.33
68.33
VII
45
Communication strategy:
Challenges in Rural
Communication, A view of
Communication Process,
Developing Effective
communication
- Profiling the Target Audience,
Determining communication
objectives, designing the
message, selecting the
communication channels,
deciding the promotion mix
Creating
advertisement for rural audiences
rural media- Mass media, NonConventional Media,
Personalised media, Rural Media
The importance of
the two-step flow of
communication Media Typology,
The Media Model,
Lecture/Video
Group
Presentation
VII
46
Lecture/Video
Group
presentations
Written
assignment
VII
47
Lecture/Video
Group
presentation
Written
assignment
VII
48
Lecture/Video
Group
Presentation
VII
49
Media innovation, Influence of
Consumer Behavior on
Communication strategies.
Lecture/Video
Group
Presentation
VIII
50
The future of Rural Marketing:
Introduction, Focused Marketing
Lecture/Video
Group
Presentation
75
80
83.33
VIII
51
VIII
52
Strategies,
Market Research, Consumer
Finance, Rural Vertical
Rural Retail and IT Models,
Rural Managers, Glamorize
Rural Marketing, Public-Private
Partnership,
VIII
53
e-Rural Marketing
Lecture/Video
54
Case/Video
Case
55
Case Discussion
Case
56 to 60
Case/Video
Case
Lecture/Video
Lecture/Video
Group
Presentation
Group
Presentation
Group
Presentation
Group
Presentation
Group
Presentation
Group
Presentation
88.33
100
Table – 2
Presentation Topics
Mod
2
3
4
5
6
7
8
S.No.
N
o
01
02
03
04
05
06
07
Presentation Topic
Case presentations in groups.
Case presentations in groups
Case presentations in groups
Case presentations in groups
Case presentations in groups
Case presentations in groups
Case presentation in groups
Table – 3
Assignments & Additional Work
Mod No
Module Sl. No01
1-8
Module Sl. No.02
1-8
Case studies
Group project
work
Table – 4
Case Study Topics
Mod No
1-8
S.No.
01
02
03
04
05
Particulars
Project Shakti
e-Choupal
:ITC
Rasoi Ghar
HPCL
Shriram
finance
Ruf & Tuff
Pricing
strateg
y
Table – 5
References & Additional Readings
RECOMMENDED BOOKS : For all Modules
Recommended
textbooks
1.
2.
Rural Marketing
Rural Marketing
Author/s
Publishers
Pradeep Kashyap,Siddhrtha Rant
T.PGopalaswamy
Biztantra,2005
VikasPublishing
House 2/e
TMH,1/e
3
Rural Marketing
Balaram Dogra & Karminder Ghuman,
4
Rural Marketing
Sanal Kumar Velayudhan
2/e,Response,
SAGE
Publications.
Reference
Books
Author/s
Publishers
Rural Marketing
Rural Marketing
Rural Marketing
Rural Marketing
Rural Marketing
Agricultural
Marketing
in India
Advertising and
U.C.Mathur
C.GKrishnamacharyulu ,Lalitha Ramakrishnan
Habeeb Ur Rahman
Sukhpal Singh
Minouti Kamat & R.Krishnamoothy
Acharya
Excel books 1/e
PearsonEducation
HPH,1/e 2004
Vikas Publishers
HPH. 3/e
Oxford IBH
Tej K.Bhatia
Macmillan
1.
2
3
4
5
6
7
8
Marketing
in Rural
India
Marketing of
Agricultu
ral
Products
Richard Kohls and Joseph N
Uhl 9/e PHI
Table – 6
(IA Pattern)


60%
20%
20%
T1,T2&T3
Module 5&6
Cases/group project
For Internal Evaluation T1 marks and the best out of remaining two will be considered.
1st Test is mandatory.
QUESTION BANK
3 Marks Questions:
1.0 What according to the Census of India is a rural market?
2.0 Discuss the need for product features in the context of rural markets.
3.0 What is a shandy?
4.0 What is the meaning of contract farming?
5.0 What are Melas
7 Marks Questions:
1.0 What are the characteristics of rural consumers?
2.0 Identify some of the reasons for the slow down of growth in rural areas.
3.0 What kind of programmers do you suggest for the rural channel?
4.0 Explain how stimuli are created by external environment variables among rural consumers.
5.0 Explain how the characteristics of a rural buyers influence the purchase of
a. Tractors
b. Food Products
c. Toothpaste.
6.0 How are rural retail outlets different from their urban counter parts?
7.0 Examine the difference between rural and urban market research.
8.0 Explain some of the data collection tools specially developed for rural research.
9.0 What is positioning? Suggest suitable positioning for
a. Primary health centre.
b. Nagarjuna fertilizers.
c. Nihar hair oil.
10.0 Discuss the product identity strategies used by rural marketers.
12.0 Trace the revolution in packaging for the rural markets.
13.0 How do you price products for the below the poverty line market?
10 Marks Questions:
1.0 How do the four P’s of marketing operate in a rural context?
2.0 What are some of the characteristics of rural India?
3.0 Explain the structure of the rural market?
4.0 Examine the disparities between urban and rural economies.
5.0 What are some of the measures taken by the Government to accelerate rural development?
6.0 Explain the IT initiatives, of any two corporate enterprises, in rural India.
7.0 “Corporate enterprises, as part of social responsibility should develop rural areas”. Do you agree with this view?
Suggest an action plan for a company like HLL.
8.0 How do you categorize buying approaches on the basis of time spent? Explain with examples.
9.0 “Rural consumers are brand loyal” Evaluate the statement and examine the innovation adaptability of rural
consumers.
10.0 Discuss the customer value strategies used in rural markets with suitable examples.
11.0 What are some innovative strategies adopted by Indian companies to attract both the rural and urban consumer.
12.0 Are there differences in pricing products for the rural and urban consumer?