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Chairman PGDM Programme

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Tue 9/18, 8:49 PM

Batch 2017-19;

Samarendra Mukhopadhyay


Dear Students ( Batch 2017-19),

I understand that you have a sound knowledge on carrying out the project works on Rural
Marketing. As the project work carries 20 marks in Rural Marketing, therefore you should submit the
Rural Marketing Project work at the earliest which enables to assess your project works and give

Best wishes,

Dr. Suman Kumar Dawn

From: Chairman PGDM Programme

Sent: 24 July 2018 13:12
To: Batch 2017-19
Cc: Chairman PGDM Programme
Subject: Rural Marketing Project work

Dear Students ( Batch 2017-19)

As far as the project works of Rural Marketing is concerned, the Students will have to undertake the
Rural Market Survey and therefore they have to write the report and submit their reports through
groups. The students will visit different rural markets , collect the different aspects of rural market's
information, take the videos and they will submit the report. It has 30 marks in rural marketing

Below herewith the guidelines, how to carry out the rural marketing project work.

Dr. Suman Kumar Dawn

Rural Marketing

Practical Exposure

Backdrop: It is said India lives in villages. Rural market with 70% of the total population of country
offers opportunities and challenges for marketers. The opportunity is to tap vast rural market with
right kind of product, price, place and promotion. The challenge is that majority of villages are thinly
populated compelling marketers to think about innovative ways to reach rural consumers. The
Indian rural market with its vast size and demand base offers a huge opportunity that MNCs and
Indian companies cannot afford to ignore. With 175 million households, the rural population is
nearly three times the urban. The FMCG, market is estimated to be Rs. 90,000 crore annually and
growing at an impressive 20%. A Mckinsey report estimates that by 2017 the per capita consumption
of FMCG in rural will equal the current Urban levels. FMCG Sector is a goldmine that has not been
effectively tapped into because of lack of understanding about consumer behaviour, distribution
system and communication channels. Students will get educated and enlightened on the elements
of “Go to Market” plan by visiting rural markets and benefit from this in their future career
opportunity. .

Program Design

The format of the program is largely practice oriented with visits to a village, rural haats and mandi,
to expose students to rural life, interaction with panchayat members and learn how and when
people buy. Real life exercises on distribution and communication will be given to participants to
deepen their knowledge of the rural sector.

Visiting Rural Market: - Melas, Haats and self-help groups are one of the ways to reach rural
markets cost effectively. The students will visit any rural market or any place where they will interact
with the rural people and will undertake research activities, data collection activities which will
enhance their marketing skill. Students need to sell some products based on their capability of
marketing skill.

Programme A.
At “Make a Marketing Map for Your Rural Business,” students will map out a quick-action plan to
target and reach more rural customers. The plan will also offer specific ideas for boosting sales
through marketing and promotions. Learn how to use a Marketing Map to target and reach more
customers. At this initiative, the students may sketch out, a quick-action plan for promoting

The day long duration program will be held in three locations near Amtala (South 24 Parganas)
Bishnupur :

1. Bora Gagangohalia

2. Chanddandaha

3. Barkalikapur

4. Patharberia
In this programme, students can sell some necessary products to the rural areas, where
they purchased from the urban areas. Through this, students can get an idea on the mind-
set of the rural customers , their needs and wants , their economic conditions and also their
purchasing patterns.


(i) To know market of rural areas and an exposure about the trends in rural marketing.

(ii) Students could gather knowledge on rural areas, rural economy, rural demands and
distribution through interacting with the rural people.

(iii) Students could know the current exposure of the trends in marketing

(ii) Their area of practical “hands on work “will be developed.

Programme B.

Rural Research: Rural Research maximizes to understand psychology of rural communities through
using participatory research and impact assessment as practical tools informing action, outcomes
and learning. Rural Research is a cross-cutting initiative that bifurcate its work into two broad
themes, that is, Monitoring, Learning and Evaluation, and Development and Policy Research.

The topics under the rural research may be taken as under:

A comparative study of growth, challenges and opportunities in FMCG of rural market

1. A study on performance of Hindustan Lever's project Shakti marketing FMCG to the rural

2. Accessibility and Infrastructural Facilities in Rural Area

3. Advertising and Sales Promotion in Rural India

4. Booming rural consumption patterns and its impact

5. Brand Awareness and Brand Preferences among Rural Customers

6. Brand Preference and Brand Loyalty of Rural Customers towards automobiles

7. Challenges and strategies of marketing in rural India

8. Challenges in Rural Marketing

9. Differences between Rural and Urban Consumer lifestyle

10. Distribution channels of Rural India

11. Empowerment of rural consumers in India

12. Exploring new possibilities of market expansion in the rural India

13. Government Campaigns and its Effectiveness in Rural areas of India

14. Retail Management in Rural India

15. Role of Consumer Finance in Rural India

16. Role of public Relations in Rural Marketing

17. Rural Audience Behaviour

18. Rural Communication strategies and its impact

19. Rural Consumer Behaviour (Purchase behaviour, Attitude, perception, influencing factors)

20. Rural Distribution models for FMCG products in India

21. Rural Market Potential and challenges with reference to rural income and infrastructure

22. Rural Retailing and Challenges

23. Social Advertisements and its Impact in Rural India

24. The Changing Face of Rural Marketing in Indian economy

25. Understanding the 4 As of Rural Marketing (Availability, Affordability, Acceptability &


26. Use of Traditional media and its Effectiveness