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4_e-choupal
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Strategies For Rural MarketingBy An Organization
Course Project ReportRajarshi Rakshit (05305024)M.L.Narasimham (05305025)Ashish Gudhe (05305028)Kartik Vaddadi (05305044)
Course Instructor
Prof. K. NarayananApril 2, 2006
Department of Humanities & Social SciencesIndian Institute of Technology, BombayMumbai
Contents
1 Introduction 32 Strategies 6
2.1 BY COMMUNICATING AND CHANGING QUALITY PER-CEPTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62.2 BY PROPER COMMUNICATION IN INDIAN LANGUAGE 62.3 BY TARGET CHANGING PERCEPTION . . . . . . . . . . 72.4 BY UNDERSTANDING CULTURAL AND SOCIAL VALUES 72.5 BY PROVIDING WHAT CUSTOMER WANT . . . . . . . . 72.6 BY PROMOTING PRODUCTS WITH INDIAN MODELSAND ACTORS . . . . . . . . . . . . . . . . . . . . . . . . . . 82.7 BY ASSOCIATING THEMSELVES WITH INDIA . . . . . . 82.8 BY PROMOTING INDIAN SPORTS TEAM . . . . . . . . . 82.9 BY TALKING ABOUT A NORMAL INDIAN . . . . . . . . . 82.10 BY DEVELOPING RURAL-SPECIFIC PRODUCTS . . . . . 92.11 BY GIVING INDIAN WORDS FOR BRANDS . . . . . . . . 92.12 BY ACQUIRING INDIAN BRANDS . . . . . . . . . . . . . . 92.13 BY EFFECTIVE MEDIA COMMUNICATION . . . . . . . . 92.14 BY ADOPTING LOCALISED WAY OF DISTRIBUTING . 122.15 BY ASSOCIATING THEMSELVES WITH INDIAN CELEBRI-TIES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 122.16 MELAS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 122.17 PAINTINGS . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
3 Case Studies-1: AKASHGANGA 134 Case-Study 2: ITC e-Choupal 14
4.1 About ITC-IBD . . . . . . . . . . . . . . . . . . . . . . . . . . 144.2 ITC e-Choupal and the Strategy . . . . . . . . . . . . . . . . . 154.3 Operational costs and comparision with Mandis . . . . . . . . 174.4 Vision and Planning Behind the e-Choupals . . . . . . . . . . 174.5 Strategies to be followed . . . . . . . . . . . . . . . . . . . . . 191
4.6 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 202
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Rural Marketing
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