JAIPURIA INSTITUTE OF MANAGEMENT, LUCKNOW POST GRADUATE DIPLOMA IN MANAGEMENT TERM: V ACADEMIC YEAR: 2011-12

Course Title: Rural Marketing (Course Code: 513) Course Instructor: Himanshu Misra Number of Sessions: 24 Course Credit: 3 Office Ext No: 286 himanshu@jiml.ac.in

Course Overview: India is on the march. Its momentum is not only evident in metros
but is apparent in small towns and villages as well. If last decade was a story of milestones and achievements, India is now readying for an even more impressive era of economic growth. There is no question that India’s rural markets are becoming a powerful economic engine. One telltale sign: rural accounts now comprise over 50 percent of new subscribers for some of the leading telecom providers and provide substantial revenue share to many leading F.M.C.G companies in India. The rural multiplier effect is what excites policy makers and business leaders alike. For every new opportunity for a villager to use his mobile phone to protect his crops, there is a knock-on opportunity for him to purchase a motorcycle or other consumer durable. Now, though, there is abundant evidence to indicate that businesses are seeing more promise in India’s hinterland. There are several strong regional and macroeconomic reasons for greater confidence. And, there is a growing body of statistics to demonstrate that rural markets, fueled in part by rising purchasing power, hold real prospects for profitable growth across a wide range of industry sectors. While urban areas will constitute the fastest growing part of Indian market, rural areas currently hold 70% of India’s population and have historically accounted to more than half of Indian consumption. Even with increasing urbanization and migration 63% of India’s population will still live in rural areas by 2025 and rural consumption will nearly triple creating a market worth 26 trillion Indian Rupees.

In the last decade or so India has witnessed various initiatives taken by corporate to penetrate into rural market like ITC E-choupal, Tata Kisan Sansar, Hariyali Kissan Bazar to name a few. While banks have been trying to promote micro-lending and Banking Correspondents model to penetrate in rural areas, many organisation are leveraging the power of Information Technology to provide services at the door step. The course deals with the various unique characteristics of rural market and rural customer. It also discusses various challenges faced by a rural marketer which are significantly different from that of urban marketer. Further this course talks about marketing products and services in rural areas and various issues related to the same.

Learning Outcomes: Upon successful completion of this course the students will be
able to:  Identify, analyse, list and manage the various factors affecting rural marketing operations  Analyse the needs and successfully create an offering for a rural customer.

Pedagogy: The course will use case study, class room discussion, presentation by student
volunteers on various successful initiatives in rural markets and discussion on contemporary issues in Rural Marketing.

Text: The Rural Marketing Book , Pradeep Kashyap and Siddharth Raut, 2010 Edition,
Biztantra.

References:
a) Rural Marketing: C.S.G. Krishanmacharayulu & Ramakrishanan (Pearson education) b) Rural Marketing by S.L. Gupta (Wisdom Publication) c) Rural and Agricultural Marketing by Mukesh Pandey and Dipali Tewari (International Book Distributing Company)

Web-references: http://www.basix.nsw.gov.au/information/index.jsp http://www.devalt.org/ http://www.drishtee.com/cms/index.php http://bhoomi.karnataka.gov.in/ http://www.microfinancefocus.com/ http://www.tarahaat.com/ Others:
The “Bird of Gold”: The rise of India’s Consumer Market, Research Report by McKinsey Global Institute

Assessment:
SI. Components 1 2 3 4 Quizzes Project / Assignments (Case Based) Mid Term Examination End Term Examination Weightage % 20 20 20 40

Description of Each Component:
1. Quizzes: Quizzes are an excellent tool to monitor performance of students on continuous basis. 5 quizzes will be taken in the entire course; the quizzes will have short notes to check the understanding of the theoretical concepts discussed in previous class sessions. Each quiz is of 5 Marks and best four quizzes are considered while computation of final marks obtained. 2. Case Based Assignments: Two case based assignments of 10 Marks each are given to the students’ one pre mid- term and other post mid term examination. The students are expected to provide handwritten answers to the various questions in a group of two. This exercise gives an opportunity to the students to list and analyse the various factors affecting the rural marketing operations. It also gives them an opportunity to plan and suggest what needs to done in given situation. Further they also discuss the various execution mechanism of the plan suggested.

This activity tries to evaluate not only their understanding of the theoretical concepts but also hones their analytical skills and provides them with an opportunity to evaluate the given situation and suggest/ create a solution. 3: Mid Term Examination: Since by this time the students have been introduced to various theoretical and fundamental concepts of the course, mid term examination had questions with an objective to check their retrieval and understanding of those concepts. 4: End Term Examination: By this time the students have participated in various quizzes, case based assignments and others. End term exam consists of some direct questions and some application based questions to check their ability to apply the knowledge assimilated and create or suggest a solution in a given situation.

Session Plan
Sess Topic ion Methods/Case (With suggested questions) Module 1: Introduction and rural demographics 1 Definition – scope of rural Class room marketing –classification of Discussions rural markets – rural vs. urban markets 2 Various development phases of rural markets, role of Green Revolution, White Revolution, Khadi and Village Industries Commission (KVIC) and NABARD in development of rural markets Population – occupation pattern – income generation –expenditure pattern – literacy level Class room Discussions Text Book & Readings Chapter No

The Rural Marketing Book , Pradeep Kashyap and Siddharth Raut The Rural Marketing Book , Pradeep Kashyap and Siddharth Raut

Chapter 2 &3

Chapter 2 &3

The Rural Marketing Book , Pradeep Kashyap and Siddharth Raut 4 Land distribution – land use Class room The Rural pattern, cropping cycle –– Discussions Marketing Book , infrastructure facilities – rural Pradeep Kashyap credit institutions and Siddharth Raut Module 2: Rural consumer behavior and rural marketing strategies 5 Cultural , Social , Technological Class room The Rural factors, political factors with Discussion Marketing Book ,

3

Class room Discussions

Chapter 2 &3

Chapter 2 &3

Chapter 4 & Chapter

reference to rural consumers. 6 Segmentation, Value proposition for rural customer Class room Discussion

7

Problems in rural marketing, Class room Adjusting marketing mix as per Discussion. the rural requirements. Case Study Presentation* Class Room Discussion and Case Study Presentation* Class Room Discussion and Case Study Presentation*

Pradeep Kashyap and Siddharth Raut The Rural Marketing Book , Pradeep Kashyap and Siddharth Raut The Rural Marketing Book , Pradeep Kashyap and Siddharth Raut

7 Chapter 4 & Chapter 7 Chapter 8

8

Case Study of Dalmiya Consumer Care Module 3: Reaching Rural Markets 9 Communication Strategies for rural market. Case Study of Titan Sonata, Shriram Truck Finance. 1011 Distribution Strategies

The Rural Marketing Book , Pradeep Kashyap and Siddharth Raut The Rural Marketing Book , Pradeep Kashyap and Siddharth Raut

Chapter 10

Chapter 10

Module 4: Marketing of Products 12 Marketing FMCG products to Class Room rural markets. Discussion

13

Marketing Consumer Durables to Class Room rural markets. Discussion

The Rural Chapter 9 Marketing Book , Pradeep Kashyap and Siddharth Raut The Rural Chapter 9 Marketing Book , Pradeep Kashyap and Siddharth Raut

14

Discussion on few initiatives of HLL and other FMCG organizations and consumer durable organizations like LG.

15

Class Room Discussion and Case Study Presentation* Discussion on Case study of Class Room CEMEX Discussion and Case Study

Fortune at bottom of pyramid, C.K Prahalad

Presentation* 16 Discussion on Case study of Casas Class Room Bahia Discussion and Case Study Presentation* Module 5: Marketing of Services 17 Current status of penetration of Class Room Financial services in rural India. Discussion . 18 Challenges faced by marketers in Class Room providing Financial services. Discussion

Fortune at bottom of pyramid, C.K Prahalad The Rural Chapter 9 Marketing Book , Pradeep Kashyap and Siddharth Raut The Rural Chapter 9 Marketing Book , Pradeep Kashyap and Siddharth Raut

19

Microfinance and other initiatives. Case Study of M-Pesa.

20

Marketing of Insurance services.

Class Room Discussion and Case Study Presentation * Class Room Discussion

The Rural Chapter 9 Marketing Book , Pradeep Kashyap and Siddharth Raut

21

Discussion of Yashavini scheme Class Room of Narayan Hrudayalaya Discussion and Case Study Presentation * Social Marketing Class Room Disucssion on Lifebuoy Swathya Discussion Chetna initiative and Case Study Presentation* Future of rural markets Class Room Discussions Handouts

22

23

The Rural Marketing Book , Pradeep Kashyap and Siddharth Raut

The “Bird of Gold”: The rise of India’s Consumer Market, Research Report by

McKinsey Global Institute 24 Summary and Conclusion Class Room Discussions

* Case Study: The course discusses 8-10 successful rural initiatives taken by marketers. The study material and references for the case study are provided to volunteer students. The students are advised to go through the material and present the entire case in the class with instructor’s intervention as and when required. Every case ends up with learnings drawn from the case.