Rural cp

Course Objectives 1.To familiarize students with the untapped potential market in Rural India & the growing market driven strategies to explore it. 2.to acquaint the students to the rising economy, the changing consumption habits & preferences of rural consumers 3.to equip the students to overcome the challenges of communicating to media-dark rural audience of lower literacy rates & poor infrastructure. Module-1. Introduction: (4 Hours) Definition, scope of rural marketing, concepts, and components of rural markets, classification of rural markets, rural vs. urban markets. Need for rural marketing, types of rural customers, rural distribution, communication, and retailing MODULE 2 Rural marketing environments: (6 Hours) Evolution of rural marketing, rural market structure, political, economic, technological, demographic & physical environment of rural market, Panchayat raj, green revolution, white revolution, NGO movement, Rural economy characteristics, rural infrastructure, health & education Population, occupation pattern, income generation, location of rural population, 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 requirement, problems in rural marketing, rural demand, rural market index MODULE 3-Rural Consumer Behavior(6 Hours) Consumer buying behaviour models, Factors affecting Consumer Behaviour, Social factors, Technological Factors, Economic Factors, Political Factors, Characteristics of Rural consumerAge and Stages of the Life cycle, Occupation and Income, Economic circumstances, Lifestyle, Personality and Brand Belief, Information Search and pre purchase Evaluation, Rise of Consumerism, Consumer Buying Process, Opinion Leadership Process, Diffusion of Innovation, Brand Loyalty, Growing connectivity in rural India, role of rural women& rural youth. MODULE -4Rural Marketing Strategies:- (9 Hours) 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, Psycho graphic Segmentation, Behaviour Segmentation, Targeting- Evaluation and Selection of Segments, Coverage of Segments, Positioning- Identifying the positioning Concept, Selecting the positioning Concept, Developing the Concept, Communicating the Concept b) Product Strategy Introduction, Marketing Mix Challenges, Product concepts classificationFive Levels Products, Classification of Products, Rural Product Categories Fast moving Consumer goods, Consumer Durables, Agriculture Goods, Services,

c) New Product Development Consumer Adoption Process, Product life cycle, Product Mix, d) Branding in Rural India- Brand building in Rural India, Brand Spectrum in Rural, Brand Loyalty Vs Stickiness e) Fake Brands- The Fakes Market, Strategy to counter fakes, Structure of competition in Rural India, Product warranty and After-sales service, MODULE 5 (7Hours) Distribution Strategy: Introduction: Accessing Rural Markets, Coverage Status in Rural Markets, Channels of Distribution, Evolution of Rural Distribution SystemsWholesaling, Rural Retail System, Vans, Rural Mobile Traders: The last Mile Distribution, Haats/Shandies, Public Distribution System, Co-operative Societies Behavior of the Channel, Prevalent Rural Distribution ModelsDistribution Models of FMCG Companies, Distribution Model of Durable Companies, Distribution of fake products, Emerging Distribution ModelsCorporate SHG Linkage, Satellite Distribution, Syndicated Distribution, ITCs Distribution Model, Petrol pumps and Extension counters, Barefoot agents, Agricultural agents, Agricultural input dealers, Other channels, Ideal distribution model for Rural Market.

MODULE 6 Communication strategy:(7 Hours) Challenges in Rural Communication, A view of Communication Process, Developing Effective- 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, melas, Haats, Interactive games, folk media, puppet shows, POP displays, Personalised media, Rural Media: The importance of the two-step flow of communication Media Typology, The Media Model, Media innovation.

MODULE 7 The future of Rural Marketing: - (7 Hours) Introduction, Focused Marketing Strategies, Market Research, Consumer Finance, Rural Vertical, Retail and IT Models, Rural Managers, Glamorize Rural Marketing, Public-Private Partnership, e-Rural Marketing, Innovation in rural markets -Customized offerings, ITC-e choupal, GRASSO, KVIC, Project Shakti, Eid parry, shopping habits changing pattern in rural market

RECOMMENDED BOOKS: 1. Rural Marketing, Pradeep Kashyap & Siddhartha Raut, Biztantra 2. Rural Marketing, T.P. Gopal Swamy, Vikas Publishing House,2/e 3. Rural Marketing, Balaram Dogra & Karminder Ghuman, TMH,1/e

4. Rural Marketing C G Krishnamacharyulu, Lalitha Ramakrishnan Pearson Education

REFERENCE BOOKS: 1. Rural Marketing U.C.Mathur, excel books, 1/e 2. Rural Marketing, Sanal Kumar Velayudhan,2/e, Response, SAGE Publications 3. Rural Marketing Habeeb Ur Rahman HPH, 1/e, 2004 4. Rural Marketing Sukhpal Singh Vikas Publishers 5. Rural Marketing Minouti Kamat& R. Krishnamoorthy -HPH, 3/e, 6. Agricultural Marketing In India Acharya Oxford I B H 7. Advertising & Marketing in Rural India- Tej K. Bhatia, Macmillan 8. Marketing of Agricultural Products Richard Kohls and Joseph N.Uhl -9/e (PHI) 9. The Fortune at the Bottom of the PyramidC.K. Prahlad-Wharton School Publishing, 2005 10. Rural Markets: Transitions & Issues, Sanal Kumar Velayudhan, paper presented at the 6th Annual Management Education Convention of Association of Indian Management School

Activities
1. Conduct Market Research to Position a Product for Rural customers-STP, 5Ps, and Communication plan 2. Frame a project to address a social cause of rural customers. 3. Migration of rural youth pros & cons 4. Scope of future demands in rural markets 5. Marketing/ Retailing of agricultural crops

Cases
ITC e Choupal HLL Project Sakthi Eid Parry Ruf & Tuf Jeans What an IDEA Sirji?

WEEK/ Duration

TOPICS TO BE COVERED

Hours

METHOD EXECUTION

OF

WEEK 1 08.11.200 9 TO 12.11.08

Module 1: classification of rural markets, rural vs. urban markets. Need for rural marketing, 1 scope of rural marketing, concepts, and components of rural markets, types of rural customers, rural distribution, communication, and retailing AICDA Model, IT &Telecom sector in rural India,4 As of rural marketing MODULE 2 :Rural marketing environments: Evolution of rural marketing, rural market structure, political, economic, technological, demographic & physical environment of rural market Constitution of rural mkts-size ,nature, Panchayat raj, green revolution, white revolution, NGO movement Rural economy role of 5 year plans, characteristics, rural infrastructure, health & education Population, occupation generation, location of rural population, pattern, 1 1 1 1

Lecture/discussion

WEEK2 15.11.10 To 19.11.10

Lecture/quiz/case study

1 1

income 1

WEEK 3 22.11.10 To 26.11.10

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 requirement, problems in rural marketing, rural demand, rural market index Consumer buying behaviour models, Factors WEEK 4 affecting Consumer Behaviour, Social factors, 29 .11.10- Technological Factors, Economic Factors, 3 .12.10 Political Factors, Characteristics of Rural consumer- Age and Stages of the Life cycle, Occupation and Income, Economic circumstances, Lifestyle, Personality and Brand Belief, Information Search and pre purchase Evaluation, Rise of Consumerism, Consumer Buying Process, Opinion Leadership Process, Diffusion of Innovation, Brand Loyalty, Growing connectivity in rural India, role of rural women& rural youth. WEEK 5 6th-10th Dec WEEK 6 13.12.10 to 17.12.10 CIA-2

1 1 1 1 1 Citing examples

1 1 1

4 Lecture//Activity Case study

MODULE-4:Rural Marketing Strategies:- 1 a)STP-Segmentation- Heterogeneity in Rural, Effective Segmentation, Degrees of Segmentation, Basis of Segmentation and Case on rural markets stp 1

WEEK 6 20.12.10 - 22.12 .10

Approaches to Rural Segmentation- 1 Geographic ,Demographic Psycho graphic ,Behavior Segmentation, b)ProductStrategy1 Introduction, Marketing Mix Challenges, Product concepts classificationFive Levels Products, Classification of Products, Case study2 Activity 1

Discussion/Activity/L ecture/ppt Lecture/ppt

Rural Product Categories WEEK 7 Fast moving Consumer goods, Consumer 03.1.11 Durables, Agriculture Goods, To 07.1.11 Services, c)NewProductDevelopment Consumer Adoption Process, Product life cycle, ProductMix, d) Branding in Rural India- Brand building in Rural India, Brand Spectrum in Rural, Brand Loyalty Vs Stickiness e) Fake Brands- The Fakes Market, Strategy to counter fakes, Structure of competition in Rural India, Product warranty and After-sales service, MODULE5:disribution:Accessing Rural Markets, WEEK 8 Coverage Status in Rural Markets, 10.1.10 To 14.1.10 Channels of Distribution, Evolution of Rural Distribution SystemsWholesaling, Rural Retail System, Vans, Rural Mobile Traders: The last Mile Distribution, Haats/ Shandies, Public Distribution System, Cooperative Societies Behaviour of the Channel, WEEK 9 17 to 21.1.11MID SEMESTER EXAMINATION ________ _ Prevalent Rural Distribution ModelsDistribution Models of FMCG Companies, WEEK 10 CASE ICICI distribution strategy24.1.11Activity 28.1.11 SyndicatedDistribution, ITCsDistribution Model, Distribution Model of Durable WEEK 11 Companies, Distribution of fake products, 31.01.10 Emerging Distribution ModelsTo Corporate SHG Linkage, Satellite Distribution, 04.02.10 Petrol pumps and Extension counters, Barefoot agents, Agricultural agents, Agricultural input dealers, Other channels, Ideal distribution model for Rural Market WEEK 12 CIA3/Team activity on rural brands w.r.t 07.02.10 Module 6/Journal Review/QuizTo 11.02.10

1 1 1

1 1 1 1

Lecture/ppt

1 1 1 1 1 1 1

Case study/lecture

Lecture/ppt/ Case study

WEEK13 14.02.10 To 18.02.10

MODULE6-Communicationstrategy:Challenges in Rural Communication, A view of Communication Process, Developing Effective- Profiling the Target Audience, Determining communication objectives, designing the message, Massmedia, Non-Conventional Media, melas, Haats, Interactive games, folk media, puppet shows, POP displays, Personalized media, Rural Media: Two-step flow of communication Media Typology, The Media Model, Media innovation. MODULE 7 The future of Rural Marketing: Introduction, Focused Marketing Strategies,

1 1

WEEK14 21.02.11 To 25.02.11 WEEK15 28.02.11 To 04.03.11 Week 16 07.03.1111.03.11

Market Research, 1 Consumer Finance, Rural Vertical, Retail and IT Models, Rural Managers, 1 Glamorize Rural Marketing, Public-Private 1 Partnership, e-Rural Marketing, Innovation in rural markets 1 -Customized offerings, ITC-e choupal, GRASSO, KVIC, Project Shakti, Eid parry, 1 shopping habits changing pattern in rural market Viva-voce 4

Lecture/ ppt Citing examples from Indian context

CIA: 1. Branding a local KIRANA shop in the rural market. (group activity, team of 6 each) 10 marks 2. Analysis of one sub- segment in the rural market. (individual, handwritten assignment) 10 marks 3. One innovation like ITC e-choupal (group activity, team of 6 each) 10 marks

4. Identify 25 local brands famous in the rural market and ascertain the reasons for its acceptance (individual, handwritten assignment) 10 marks 5. Marketing of rural products to the international market (individual, typed assignment) 10 marks 6. Design a product for Reliance to cater to the needs of the rural market. Arrive at a complete business plan for the same. (group activity, team of 6 each) 20 marks CIA 2 component 1: book review 2: rural campaign 3: test