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Rural Marketing: Text and Cases, 2nd Edition

Book Description

The second revised and enlarged edition of Rural Marketing: Text and Cases, while retaining the popular features of the first edition, provides a more comprehensive coverage of the changing profiles, issues and practices in the context of rural marketing. Built on the general marketing management framework, the book discusses the strategic issues that influence marketing in rural areas by highlighting numerous examples from India. A clear and compelling writing style, cutting-edge learning tools and completely revised chapters make Rural Marketing an indispensable guide for students and professionals striving to make a career in rural marketing.

Table of Contents

  1. Cover
  2. Title Page
  3. Brief Contents
  4. Contents
  5. About the Authors
  6. Dedication
  7. Preface
  8. PART I NEW HORIZONS
    1. 1 Rural Marketing Opportunities
      1. Introduction
      2. What Is Rural?
      3. Taxonomy of the Rural Market
      4. Go Rural Decision
      5. Rural Inhibiting Factors
      6. Approach Decision: Rural Marketing Models
      7. Bottom-of-the-Pyramid Approach
      8. Integrated, Innovative and Inclusive Growth Model
      9. Evolution and Scope
      10. Concept and Nature
      11. Implementing the Decision
      12. Rural Versus Urban Marketing
      13. Becoming a Rural Marketer
      14. Test Your Rural Marketing Potential
      15. Summary
      16. Discussion Questions
      17. Short Answer Questions
      18. Essay Questions
      19. Internet Exercise
      20. Mini Project
      21. Case 1.1 Trials of a Rural Sales Trainee
      22. Case 1.2 Rural Entrepreneurship
    2. 2 Understanding the Rural Economy
      1. Introduction
      2. Rural Marketing Environment
      3. Social Environment
      4. Economic Environment
      5. Technological Environment and Innovations
      6. Political Environment and Development Initiatives
      7. Implications on Rural Marketers
      8. Summary
      9. Discussion Questions
      10. Short Answer Questions
      11. Essay Questions
      12. Internet Exercise
      13. Mini Project
      14. Case 2.1 Dakseva, Janaseva
      15. Case 2.2 Rural Outsourcing—The Case of ROPE
    3. 3 Rural Marketing Experiences
      1. Introduction
      2. Case of HUL—Project Shakti
      3. Case of CFCL—Uttam Bandhan
      4. Case of ITC—e-Choupal
      5. Case of Colgate—Education
      6. Case of HLL—Social Marketing
      7. Lessons from Experience
      8. Summary
      9. Short Answer Questions
      10. Discussion Questions
      11. Essay Questions
      12. Internet Exercises
      13. Mini Project
      14. Case 3.1 Biostadt’s Big Leap
      15. Case 3.2 Godrej Focuses on Rural Markets
  9. PART II INSIGHTS
    1. 4 Rural Consumer Behaviour
      1. Introduction
      2. Rural Consumers on the Growth Track
      3. Model of Consumer Behaviour
      4. Buying Decision Process
      5. Environmental Factors Influencing the Decision-making Process
      6. Buyer Characteristics
      7. Buying Behaviour Patterns
      8. Brand Loyalty
      9. Innovation Adoption
      10. Summary
      11. Short Answer Questions
      12. Discussion Questions
      13. Essay Questions
      14. Internet Exercise
      15. Mini Projects
      16. Case 4.1 Know Your Consumer and Innovate
      17. Case 4.2 Caring for One and All
    2. 5 Rural Marketing Research
      1. Introduction
      2. Significance of Information
      3. Sources of Information
      4. Marketing Research—Key Decisions
      5. Approaches and Tools—Case for Innovation
      6. Participatory Approaches
      7. Innovative Tools
      8. Rural Versus Urban Marketing Research
      9. Rural Research Business
      10. Who has the Edge?
      11. Summary
      12. Short Answer Questions
      13. Discussion Questions
      14. Essay Questions
      15. Internet Exercise
      16. Mini Project
      17. Case 5.1 Rural Market Survey
      18. Case 5.2 Pharma Surveys Rural
    3. 6 Selecting and Attracting Markets
      1. Introduction
      2. Concepts and Processes
      3. Case for Segmentation
      4. Bases for Segmentation
      5. Emerging Segments—Women and Youth
      6. Guides to Effective Segmentation
      7. Targeting
      8. Positioning
      9. Case 1—ICICI Prudential
      10. Case 2—Mahindra and Mahindra Tractors
      11. Summary
      12. Short Answer Questions
      13. Discussion Questions
      14. Essay Questions
      15. Internet Exercise
      16. Mini Projects
      17. Case 6.1 Rural Kiosks—Search for Optimization
      18. Case 6.2 LG Reaches Rural Markets
  10. PART III DESIGNING STRATEGIES
    1. 7 Product Strategy
      1. Introduction
      2. Product Decisions
      3. Product Classifications
      4. Product Strategy Levels
      5. Significance of Product Strategy
      6. Product Strategies: Assessment of Acceptability
      7. Product Design Decisions
      8. Types of Product Strategies
      9. Product Innovation Strategies
      10. Customer Value Strategies
      11. Product Identity Strategies—Branding
      12. Product Identity Strategies—Packaging
      13. Brand Building Strategies
      14. Product Lifecycle Strategies
      15. Fighting Fakes
      16. Summary
      17. Short Answer Questions
      18. Discussion Questions
      19. Essay Questions
      20. Internet Exercise
      21. Mini Project
      22. Case 7.1 Healthy Brand Building—HUL Takes the Lead
      23. Case 7.2 Titan Shines in Rural Areas
    2. 8 Pricing Strategy
      1. Introduction
      2. Concept and Significance
      3. Pricing Objectives
      4. Pricing Policy
      5. Pricing Strategy—The Affordability Challenge
      6. Pricing Strategy—Rural Versus Urban
      7. Pricing Strategy Needs Integrated Approach
      8. Pricing for the Quality-conscious Segment
      9. Pricing for the Value-conscious Segment
      10. Pricing for the Price-conscious Segment
      11. Pricing—Based on Distribution
      12. Pricing—Based on Promotion
      13. Pricing and Environmental Factors
      14. Pricing for Competition
      15. Pricing by Retailers
      16. Pricing and Product Lifecycle
      17. Summary
      18. Short Answer Questions
      19. Discussion Questions
      20. Essay Questions
      21. Internet Exercises
      22. Mini Project
      23. Case 8.1 Nirma in Dilemma
      24. Case 8.2 Innovative Pricing Strategy of Idea Cellular
    3. 9 Distribution Strategy
      1. Introduction
      2. Distribution—The Availability Challenge
      3. Distribution Practices
      4. Distribution Trends
      5. Rural Logistics
      6. Rural Coverage Decision
      7. Geographic Information Systems for Planning Rural Coverage
      8. Distribution Decision—Direct Versus Indirect
      9. Direct Marketing
      10. Indirect Marketing
      11. Summary
      12. Short Answer Questions
      13. Discussion Questions
      14. Essay Questions
      15. Internet Exercises
      16. Mini Project
      17. Case 9.1 Har Gaon, Har Aangan
      18. Case 9.2 Cattle Feed Distribution—The Anand Pattern
    4. 10 Rural Retailing
      1. Introduction
      2. The Rise of Organized Retailing
      3. Types of Retail Outlets
      4. Role of Retailers
      5. Rural Malls
      6. Government-initiated Retail Outlets
      7. Entrepreneur-founded Malls
      8. Agri-company Retail Outlets
      9. Retail Outlets of Petro-chemical Companies
      10. Retailing by Urban Players
      11. PPP Models
      12. E-Tailing
      13. Training Retailers
      14. Summary
      15. Short Answer Questions
      16. Discussion Questions
      17. Essay Questions
      18. Internet Exercises
      19. Mini Project
      20. Case 10.1 Expectations on the Higher Side
      21. Case 10.2 Retail Format and Strategy
    5. 11 Promotion Strategy
      1. Introduction
      2. IMC—Concept and Management
      3. Awareness and Motivation Challenge
      4. Objectives and Framework of IMC
      5. Promotional Mix
      6. Communication Process
      7. Communication Media
      8. Designing the Communication Strategy
      9. IMC Strategy
      10. Rural Advertising
      11. Summary
      12. Short Answer Questions
      13. Discussion Questions
      14. Essay Questions
      15. Internet Exercises
      16. Mini Project
      17. Case 11.1 Maruti’s Game Plan
      18. Case 11.2 Fevicol Bonds
  11. PART IV APPLICATIONS
    1. 12 Marketing of Consumer Products
      1. Introduction
      2. FMCG Industry—An Overview
      3. Marketing Mix
      4. Dettol Campaigns for Hygiene
      5. Consumer Durables Industry—An Overview
      6. Marketing Mix for Durables
      7. Nokia Sets Connections
      8. Summary
      9. Short Answer Questions
      10. Discussion Questions
      11. Essay Questions
      12. Internet Exercises
      13. Mini Project
      14. Case 12.1 Aventis Arrives
      15. Case 12.2 Marketing Water Purifiers: The Godrej Way
    2. 13 Marketing of Agri-inputs
      1. Introduction
      2. Concept and Classification
      3. Marketing of Seeds
      4. Marketing of Fertilizers
      5. Marketing of Pesticides
      6. Marketing of Tractors
      7. Extension Services
      8. Summary
      9. Short Answer Questions
      10. Discussion Questions
      11. Essay Questions
      12. Internet Exercise
      13. Mini Project
      14. Case 13.1 Small Is Beautiful
      15. Case 13.2 Uttam Bandhan
    3. 14 Marketing of Services
      1. Introduction
      2. Marketing of Savings and Investment Services
      3. Savings and Investment
      4. Marketing of Credit Services
      5. Marketing of Insurance Services
      6. Marketing of Cellular Services
      7. Summary
      8. Short Answer Questions
      9. Discussion Questions
      10. Essay Questions
      11. Internet Exercise
      12. Mini Projects
      13. Case 14.1 Giving Wings to Savings
      14. Case 14.2 Mobile Internet Services
    4. 15 Social Marketing
      1. Introduction
      2. Conceptual Framework of Social Marketing
      3. National Rural Heath Mission Campaigns
      4. Pharma Healthcare Campaigns
      5. Marketing of Family Planning
      6. Marketing of Health Care
      7. Marketing of AIDS Prevention
      8. Summary
      9. Short Answer Questions
      10. Discussion Questions
      11. Essay Questions
      12. Internet Exercise
      13. Mini Projects
      14. Case 15.1 Campaign for Health
      15. Case 15.2 Multi-pronged Attack
    5. 16 Agricultural Marketing
      1. Introduction
      2. Marketable Surplus
      3. Concept and Functions
      4. Types of Agricultural Markets
      5. Marketing System
      6. Terminal Methods of Sale
      7. Regulated Markets
      8. ICT Channel
      9. Case 1—Marketing of Coconuts
      10. Case 2—Marketing of Cotton
      11. Marketing Finance
      12. Corporate Agriculture
      13. Commercialization
      14. Summary
      15. Short Answer Questions
      16. Discussion Questions
      17. Essay Questions
      18. Internet Exercise
      19. Mini Project
      20. Case 16.1 Corporatization of Agriculture
      21. Case 16.2 Welcoming Private Markets
    6. 17. Marketing of Rural Industry Products
      1. Introduction
      2. Artisans and Products
      3. Artisans Left Behind
      4. Marketing Problems of Artisans
      5. Institutional Framework for Development
      6. Development Measures
      7. Marketing Initiatives
      8. Export Marketing
      9. Role of NGOs
      10. Marketing of Rural Tourism
      11. Summary
      12. Short Answer Questions
      13. Discussion Questions
      14. Essay Questions
      15. Internet Exercises
      16. Mini Project
      17. Case 17.1 Promoting Rural Products
      18. Case 17.2 Selling With Enthusiasm
  12. PART V LOOKING INTO THE FUTURE
    1. 18 Future of Rural Marketing
      1. Introduction
      2. Change in Patterns
      3. Winning Stakes—Social Aspects
      4. Emerging Segments—Women and Youth
      5. ICT—Transformation Agent
      6. Technology and Innovation—A Driver
      7. Rural Innovations
      8. Summary
      9. Short Answer Questions
      10. Discussion Questions
      11. Essay Questions
      12. Internet Exercise
      13. Mini Project
      14. Case 18.1 Advertising on Two Wheels
      15. Case 18.2 Insurance Takes a New Path
  13. PART VI CASES
    1. Case 1 Bajaj Discovers New Opportunities
    2. Case 2 Marketing of DTH Services
    3. Case 3 Strategy of ACE
    4. Case 4 Asha—Nourishing New Hope
    5. Case 5 An All-weather Friendship
    6. Case 6 Heroes for a Cause
    7. Case 7 Marketing of TV Channels
    8. Case 8 Doctor’s Choices
    9. Case 9 Nutrine—Leading the Rural Market
    10. Case 10 Concrete Ambitions
  14. Notes
  15. Copyright