MARKETING MANAGEMENT

ASSIGNMENT-4
Q1. Markets are made, not found.
Comment in the context of above case study.
Markets are made, not found. It means that successful businesses and entrepreneurs
actively create or shape markets through their strategies, innovations, and interactions
with consumers, rather than passively stumbling upon existing market opportunities.

• This concept can be applied to the context of Project Shakti by Hindustan Unilever
Limited (HUL), an example of a company actively creating a market by tapping into
previously underserved or untapped segments.
• Project Shakti is an initiative by HUL aimed at empowering rural women in India by
providing them with training, resources, and opportunities to become micro-
entrepreneurs who distribute HUL's products, especially in rural and remote areas.
How HUL changed the marketplace landscape
and increased its reach
Market Expansion
• It ended up recruiting and training rural women as Shakti entrepreneurs which led to the company creating
new distribution channels and providing access to consumers who were previously underserved.

Product Customization
• It tailored its product offerings to meet the specific needs and preferences of rural consumers. This included
packaging, pricing, and product formulations that are suitable for the rural market.

Increasing Competition
• By actively engaging in rural markets and demonstrating success, HUL has influenced competitors to follow
same and enter these markets, further intensifying competition and shaping the market landscape..

Economic Development
• Project Shakti has contributed to economic development in rural areas by providing income-generating
opportunities for rural women. This, in turn, has increased the purchasing power of rural consumers.
How ITC E-CHOUPAL created a
new market landscape
Market Expansion
• ITC actively expanded its reach into remote rural areas of India. Through e-Choupal, the company established a network
of internet kiosks that connected farmers to a range of agricultural products, information, and services.

Empowerment
• ITC's e-Choupal empowered farmers by providing them with access to real-time market information, weather forecasts,
and agricultural best practices. It changed the market landscape

Customized Solutions
• ITC tailored its solutions to address the unique needs and challenges of Indian farmers. This customization was critical in
making the market more accessible

Increased Market Efficiency

• It aimed to improve market efficiency by reducing inefficiencies, intermediaries, and information asymmetry. ITC actively
worked to create a more efficient market ecosystem, benefiting both the company and the farmers.
How Amul Dairy Portal created a
new market landscape
Market Expansion
• These platforms provide dairy farmers with critical information, including milk procurement rates, veterinary
services, and best practices. By expanding its services Amul actively increased it’s market reach.

Empowerment
• This initiatives helped in empowering dairy farmers by giving them access to valuable information and services.
Dairy farming became a more profitable endeavor for rural communities.

Customized Solutions
• Amul tailored its information and services to cater to the specific needs of dairy farmers, reflecting a deep
understanding of their challenges and requirements.

Increased Market Efficiency

• These platforms helped reduce inefficiencies and information asymmetry, creating a more efficient dairy
market ecosystem that benefits both the cooperative and dairy farmers.
 Q2. The customers are willing to travel with you, ready to be guided
by you and work it out with you. Explain three dimensions using rural
marketing initiatives- Project Shakti by HUL.

The statement "The customers are willing to travel with you, ready to be guided by
you, and work it out with you" implies that customers are actively engaged and
willing to collaborate with a company or brand. Project Shakti by HUL exemplifies
how rural marketing initiatives can align with the concept that customers are
willing to travel with the company, ready to be guided by the company, and
prepared to work it out with the company. This active participation, guidance, and
collaboration between HUL and rural entrepreneurs are key to the initiative's
success in reaching and serving rural markets effectively. It highlights the
importance of fostering strong partnerships with customers, especially in rural and
underserved areas.
Travel with You-
Active Participation
• HUL recruits and trains rural
women as "Shakti entrepreneurs,"
empowering them to become
micro-entrepreneurs and distribute
HUL's products in their
communities.
• They become advocates for the
brand, and their active
participation plays a pivotal role
in expanding HUL's market
reach in rural areas.
Guided by You- Providing
guidance and support
• HUL provides rural women the
necessary knowledge, marketing
materials, and access to a range
of products.
• HUL's role in offering guidance
and support fosters a strong
sense of partnership between
the company and the rural
entrepreneurs.
Work it out with you-
Collaboration and
Problem Solving
• HUL and rural entrepreneurs
work together to address
challenges, whether they
involve logistics, distribution, or
market dynamics.
• This collaborative approach is
essential for the initiative's
success, demonstrating a
mutual commitment to
achieving shared goals.
Q3. Why is rural marketing referred as developmental
marketing?
Rural marketing is often referred to as "developmental marketing" because it plays a significant role in
the economic and social development of rural areas. This terminology is used for several reasons:

1.Economic Development: Rural marketing initiatives are instrumental in stimulating economic growth in rural
regions. By facilitating the marketing and distribution of goods and services, these initiatives help create income-
generating opportunities for rural populations, reduce unemployment, and boost the overall economic well-
being of rural communities.

2.Social Development: Rural marketing also contributes to social development by improving the standard of
living in rural areas. It ensures that essential products and services, such as healthcare, education, and
agricultural inputs, are made available to rural populations. This leads to an enhanced quality of life and greater
access to basic amenities and services.

3.Inclusive Growth: Developmental marketing in rural areas is typically inclusive in nature. It aims to bridge the
rural-urban divide by providing rural consumers with access to a wide range of products and services that were
previously concentrated in urban areas. This promotes more balanced and equitable growth and development
across the country.
4. Infrastructure Development: Rural marketing often necessitates investments in rural infrastructure,
such as transportation, warehousing, and communication facilities. These infrastructure developments
have a positive impact on rural development by improving connectivity and accessibility.

5. Agricultural Development: In many countries, rural marketing is closely associated with agricultural
marketing. By providing farmers with access to markets, information, and technology, developmental
marketing initiatives help enhance agricultural productivity and income, which are crucial components
of rural development.

6. Government Initiatives: Many governments implement rural marketing programs and policies as
part of their broader rural development strategies. These initiatives are aimed at reducing poverty,
increasing employment, and fostering overall development in rural areas.
In essence, rural marketing is referred to as "developmental marketing" because it is not solely focused
on profit generation but also on fostering economic and social development in rural regions. It serves
as a key driver of progress in these areas by addressing the unique challenges and needs of rural
populations, ultimately contributing to the overall development of the nation as a whole.
 Economic
Development

Government Social
Initiatives Development

Why rural marketing

is referred as
developmental
marketing?

Agricultural Inclusive
Development Growth

Infrastructure
Development
Q4. Rural Market is meant for truly creative marketeer.
Comment.
The statement "rural market is meant for truly creative marketer" is indeed accurate. Rural markets present a distinct
set of challenges and opportunities compared to urban or mainstream markets. Here's why creativity is particularly
crucial for success in rural marketing:

• Diverse Consumer Behavior: Rural consumers often have unique preferences, behaviors, and purchasing patterns.
Creative marketers must understand these nuances and design marketing strategies that resonate with rural
consumers, taking into account cultural, social, and economic factors.

• Limited Infrastructure: Rural areas may have limited access to transportation, communication, and distribution
networks. Creative marketers must develop innovative solutions for overcoming these infrastructure challenges,
such as devising alternative distribution methods, mobile marketing, or community-based initiatives.

• Affordability: Rural consumers typically have lower income levels, and affordability is a critical factor in their
purchasing decisions. Creative marketers need to design cost-effective products, pricing strategies, and financing
options that make their offerings accessible to rural customers.
• Customization: Creativity is essential when adapting products and services to
cater to the specific needs of rural consumers. Customization, both in terms of
product features and marketing messages, can make a significant difference in
winning over rural markets.

• Lack of Information: In many rural areas, there is limited access to information

and education. Creative marketers can bridge this gap by developing information-
sharing campaigns that not only promote their products but also provide valuable
knowledge and resources to the community.

• Community Engagement: Building trust and relationships within rural

communities is crucial. Creative marketers can design community-centric
marketing initiatives, sponsor local events, and engage in grassroots-level
activities to build rapport and credibility.
 Economic
Development

Government Social
Initiatives Development

Why rural market is

meant for a
creative marketeer

Agricultural Inclusive
Development Growth

Infrastructure
Development
 Created By:
Dharvi Maheshwari
B.Com (H)
Section-A
1022047