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INTERNATIONAL MANAGEMENT INSTITUTE, NEW DELHI Course Outline: MK 617 Rural Marketing – 2013

Instructor: Venkatesh Umashankar (venkatesh@imi.edu) Ph. 471 94135 Credits: 03

Preamble:
Given that 70 percent of the Indian population resides within rural communities, that have structures and features different from urban societies, it is natural to have a closer look at how we could be effective in our marketing approaches while targeting rural consumers. Certain broad shifts have occurred in the past decade that further accentuate this need to review our understanding of this rural space such that corporations can sustain their growth by being more relevant and accessible to this large market. It is also true that given the economic difficulties the driver for FMCG sales and also in many service categories, the rural market has contributed greatly to push up corporate performances. This course will therefore discuss and debate about the structure and characteristics of this market along with developing insight vis-à-vis the marketing mix elements in order to enable the participants design effective marketing strategies and plans based upon a deeper understanding of the rural society and consumption patterns.

Objectives:
At the end of the course the students should be able to:     Develop an insight into rural markets and their underlying structural characteristics Be able to apply their existing knowledge and understanding of the basic concepts of marketing and re-calibrate them in light of the realities of rural markets Define and structure marketing-mix elements with respect to rural market needs Understand the issues pertaining to ethical and sustainable aspects of rural marketing

Content:
            Rural markets – Meaning, issues, opportunities & challenges: The rural marketing environment Rural economic scenario Rural consumer behaviour Researching rural markets and consumption Segmenting, targeting & positioning Product strategy Pricing Managing distribution in rural markets Communication strategies for rural markets Marketing of services in rural markets Retailing in rural markets

K (2011) Rural Marketing: Concept and Parctices. Gopalaswamy. Delhi: Pearson. Supplementary Reading: 1. New Delhi: Pearson. individual and group tasks based upon primary and/or secondary research. L. 1st ed. (2012) Rural Sociology. Krishnamacharyulu. (2007) Rural Marketing: Targeting the Non-Urban Consumer. Dogra.) Mid-term examination Group Assignment o Project submission o Presentation End Term examination : : : : : : 20% (unannounced) 20% 20% 15% 5% 40%  . 2nd ed. (2010) Rural Marketing: Environment.References: Core Text:  Kashyap. 2. New Delhi: Sage/Response Books. S. Delhi: Pearson 5. 3rd ed. (2011) Rural Marketing: Text and Cases. Pedagogy: The course delivery will involve your active participation in – lectures. 2nd ed. case analysis. Pradeep (2012) Rural Marketing. B and Ghuman. Velayudhan. and Ramakrishnan. readings. C. New Delhi: Sage India. discussions. 4.G.K. videos. 2nd ed. De. T.P. 6. Problems and Strategies. NCAER (2006) India Rural Infrastructure Report. New Delhi: Vikas Publishing.S. Partha S. Assessment:    Quizzes (2 nos. 3. Delhi: Tata McGrawHill.

6 TBA 9-10 Ch. 2005) Ch. 10 Ch. Organized retail. RURAL CONSUMER BEHAVIOUR Cultural. and Size of rural market. Rural market structure. PRICING Pricing Influences. Technological and Economic Factors. New Product Development. innovation in rural marketing ISSUES PERTAINING TO SUSTAINABILITY & ETHICS PROJECT PRESENTATIONS Refs. Consumer Adoption Process. policies.Weekly Session Plan Session Topic ISSUES. Targeted/ Differentiated Marketing. PRODUCT STRATEGY Product Concepts & Classification./Readings Core Text: Ch. Characteristics of the Rural Consumer. OPPORTUNITIES & CHALLENGES: Rural Markets – meaning and nature. Emerging Distribution Models. Developing & Communicating the Positioning concept. Existing Distribution Models. problems in rural retail. Evolution of rural marketing. 8 TBA 13-14 15-16 Ch. 9 Reading: (Rajagopal. Customer Relationship Management & the Trade Role. 1 Reading: (Vaswani et al. Is there really an urban-rural dichotomy that needs to be addressed separately. 2012) Ch. 2008) Ch. Need to study rural marketing in India. Channels of Distribution. COMMUNICATION STRATEGIES FOR RURAL MARKETS Challenges in Rural Communication. Incomes & consumption. Selecting. Rural Media. 2 Cases HUL Shakti Amma 1 HUL Shakti Amma 2 3 4-5 SR#5: Ch. 2008) Ch. BoP and rural markets. 2008) Ch. 7 11-12 Ch. Field Procedures & Rural realities. Buying Behavior Patterns.. Psychographic & Behavioral Segmentation. MANAGING DISTRIBUTION IN RURAL MARKETS: Coverage Challenges & Dilemma. The Communication Process. 10 Readings: (Karnani. 1 Reading: (Kashyap. TARGETING & POSITIONING Demographic. 12 SR#4: Ch. Potential of rural markets. Identifying. Understanding the Rural Market Research Industry SEGMENTING. 3 Reading: (Subrahmanyan. Developing Effective Communication. Physical infrastructure. RURAL MARKET RESEARCH Planning Rural Research. the Rural society. 2012) TBA 17 18 19 20 TBA .. 2012) (Kumar. RURAL MARKETING ENVIRONMENT Defining rural India. 5 Reading: (Vasavada-Oza et al. 4 6 7-8 Ch. Role of Innovative Media Marketing of services in rural markets RURAL RETAILING & FUTURE OF RURAL MARKETING Conventional vs. Marketing infrastructure. Pricing strategies. RURAL ECONOMIC SCENARIO Rural market structure. Rural Product Categories. Role of Retailer & Schemes/Margins.are they same. Commercial infrastructure & govt.

129-152. 1(2). Aithal. 7. 5. F. (2012) Marketing to rural women: How various leading brands are doing it? The IUP Journal of Brand Management. R. Kashyap. 3. and Gomez-Arias.K. International Journal of Rural Management. Kumar. p. L. p. International Journal of Rural Management. 133-141. 245-262. and Krishna.. 9(2). 6. 4. Y. Karnani. 25(7). Arun (2008) Expanding people's might – Putting social infrastructure into the hands of the community: Investigation into a village community. Rajagopal (2009) Branding paradigm for the bottom of the pyramid markets. 8(1-2).. 2. Measuring Business Excellence. Vasavada-Oza. 402-412. International Journal of Rural Management. 13(4). 4(1&2). Pradeep (2012) The rural boom in India. p. p. S. Nagraj A. 8(1-2). 7-17. Pradhan. and Sridhar. D. p. (2005) Rural marketing in the development paradigm. . Subrahmanyan. 7-17. 58-68. G. p. J. Aneel (2012) Markets of the poor: Opportunities and Limits. International Journal of Rural Management.. Journal of Consumer Marketing. Vaswani.Reading List: 1. (2008) Integrated approach to understanding consumer behavior at bottom of pyramid. P.T..