Indian Institute of Management Udaipur

PGP II - TERM V (2021-2022)

Rural Marketing
Group Assignment on segmentation strategy in rural markets

Objective:
This exercise is to help sensitize participants to the non-homogenous rural markets. The
socio-cultural differences are much more in rural markets compared to urban markets. It
is possible that marketers offer different variants in the rural markets or serve one
segment of the rural market to compete effectively. The exercise, in addition to
sensitizing to the non-homogenous rural market also helps in the understanding of
marketing in a non-homogenous rural market

Operational Guidelines:

1. Identify a product offering in the rural market and describe the consumer
behavior differences and possible bases of segmenting in the identified
product market.
2. Select a marketer competing in the identified product market and describe the
marketing strategy. This may include a different approach for different
segments or a targeted effort at an identified segment in the product market.
3. Identify the competitors in the product market. Describe the competitive
strategies of these competing offerings including the segments served by these
competing players.
4. Describe the strengths and weaknesses of the selected marketer in the
identified product market across different segments relative to the
competition.
5. Describe the marketing approach of the marketer by segment. Examine the
performance of the market offering. Infer the contribution of a targeted
marketing effort on performance.

Presentation and Report:

1. This is a group project and the groups are the same as the one that was formed for
the in-class exercise.

2. Please identify the product offering in the rural markets and select the marketer
serving in the identified product market by January 2, 2022.

3. Submit a brief report write-up including summary data and analysis as appendix
before January 20, 2022.

4. The report may require secondary data and possibly discussion with those
involved in the marketing decision.