Rural Marketing Manual

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Rural Marketing

Academic Year: PGP 2012-14
http://mail.google.com/a/iilm.edu/?attid=0.1&disp=inline&


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1 Overview

The demographic segment residing at the bottom of the socio-economic pyramid, has, of late captured the attention of theacademia and business. The reasons are many. First the segment provides the allurement of an uncontested market andopportunities there of. Secondly, it provides an opportunity for the business to discover and leverage new and excitingcompetencies and managerial capabilities. Third, it provides the business, an opportunity to identify the grass rootinnovations, adapt and adopt the same within the systems and processes of the business organization.In this course we intend to analyse the commercial and social marketing innovations, brand building and value co-creation practices developed by some of the organizations that are operating at the Bottom Of the Pyramid (BOP).

Introduction and Course Objective:

This course will focus on understanding and utilizing the huge potential in the Bottom-of-the Pyramid (BOP)market in India and other developing nations. The key deliverables of the course are:

To sensitize the participants with the challenges and distinctive innovations characterizing the BOP market To inculcate a deep understanding of the consumer decision making at the BOP To facilitate the participants with the aspects of brand building at the bottom of the Pyramid To inculcate the innovative marketing strategies with a view to earn economic revenue from the Bottom-of-

the-pyramid segment

Content

Understanding the characteristics and challenges in the BOP Market Marketing implication of constrained consumer decision-making at bottom of the pyramid Strategies for segmentation, targeting and positioning in the BOP market Product innovation strategies and coping with the barriers to diffusion and innovation at the BOP Market Brand development in the BOP market with special focus to geo-centric branding Cost effective Pricing Innovations in the BOP market Challenges in communication in the BOP market and breaking the communication barriers Designing effective distribution and integrated marketing strategy at the BOP Developing business development clusters at the BOP by value co-creation

Learning Outcomes:

This course lays a foundation for understanding the concept of Bottom of the Pyramid and to equip students with the

strategies appropriate to dealing with the opportunities and the growth in this sector, both urban as well as rural.

By the end of the course students will be able to:

1) Identify the opportunities associated with a new perspective on serving BoP markets (in both urban and rural settings)2) Develop the strategies, business models, and partnerships required to productively explore those opportunities.

Books and References:

Prahalad, C.K. 2004. The Fortune at the Bottom of the Pyramid: Eradicating Poverty throughProfits. Upper Saddle River, NJ: Wharton School Publishing.

The Rural Marketing by Pradeep Kashyap and Siddhartha Raut, Biztantra Publication Rural Marketing-Text and Cases by CSG Krishnamacharyulu Lalitha Ramakrishnan, Pearson

Publication


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2 INTRODUCTION TO THE TUTORS

2.1 Area Chair

Ruchi Shah

[email protected]

2.2 Course Tutors

Dr. Neha Chhibber http://www.iilminstitute.ac.in/faculty/neha1.html

3Module Pre-Requisites

Fundamental knowledge of marketing concepts and marketing strategies.


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4 Module Overview

Sessions Topic

1 Introduction

2 Challenges and Opportunities at the Base of the Pyramid

3 BOP: A Global Opportunity

4 Case Discussion on Hindustan Lever at the Base of the Pyramid: Growth for21st Century

5 Bottom-Up Business Model Creation

6 CEMEX Patrimonio Hoy at the tipping point?

7 The BoP as Producers

8 Mutual Value Creation

9 Capturing the Opportunity at the BoP-through case

10 Understanding the rural markets of India: Reasons for the growing significanceof Rural Markets

11 Entering Rural MarketA Reality Check

12 Gauging the Rural consumer behavior & reading & researching the mind ofrural consumer

13 Selecting and attracting Markets

14 Educating & Empowering the Rural People: Micro-financing

15 Building AWARENESS in rural markets discussing AICDA Model ofCommunication, Communication Tools and Push & Pull Strategy

16 Branding in Rural India

17 Generating ACCEPTABILITY in rural markets - product innovations- creatingblue oceans

18 Ensuring AFFORDABILITY for rural consumers

19 Ensuring AVAILABILITY for rural consumers

20 Rural Markets: The Impact of E-Commerce

21 Future of Rural Marketing

22 Project Group Presentations-1

23 Project Group Presentations-2

24 End Term Exam


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5 Session Plan

Session 1 Introduction

Learning Objective

The opportunities associated with low-income markets are becoming increasingly apparent to organizations andpeople at large. The vast majority of the populations operate primarily in the large, but hidden, informaleconomies that are not recorded in official gross national product (GNP).It is estimated that the informal sectorincludes more than $9 trillion in hidden (or unregistered) assets, an amount nearly equivalent to the total valueof all companies listed on the 20 most developed countries main sto ck exchanges (de Soto, 2000: 35).Additionally to this, the value of economic transactions in these markets may match or even exceed what isrecorded in the formal economic sectors in developing countries. Therefore there lies a huge opportunity at the

base of the pyramid.

Learning Outcome: Familiarizing with the courseAt the end of the session, the students will be able to understand:

The nature of the Base of Pyramid markets and the size of opportunity lying therein. The meaning of 'inclusive capitalism'. The challenges of serving this market.

Reference ReadingServing the worlds Poor Profitably Prahalad and Hammond.

Reference Videos:1-Hans Roslings 200 countries, 200 years, 4 minutes: The joy of statsBBC film (5 min)http://www.youtube.com/watch?v=jbkSRLYSojo

Session 2 Challenges and Opportunities at the Base of the Pyramid

Learning ObjectiveThe challenge of capturing BOP markets lies in innovative approaches which create opportunities for the poor

by offering them choices and encouraging self-esteem. The size of the BOP markets compels us to designinnovative strategies for them and thus offers great opportunities for marketers.

Learning Outcome: At the end of the session, the students will be able to understand: The challenges of serving this market and the underlying huge opportunities.

Reference Videos:1-CK Prahalad Describes the Growth of Microfinance. (39 mins)

http://www.youtube.com/watch?v=gk4w-coFzRE&feature=related

Reference ReadingChapter 1, The Fortune at the Bottom of the Pyramid, CK Prahalad, Pearson Publication, p3-20.

Session - 3BOP: A Global OpportunityThe distribution of resources in the world compels corporations around the world to explore opportunitiesoutside the national boundaries. The session looks into how multinational companies capture these and buildsustainable businesses.


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Learning OutcomeAt the end of the session the students shall understand:How opportunities are captured and the challenges faced by organizations in implementing the strategies. Theentire discussion would be based around the synopsis of a case: Expanding the Playing Field: Nike

Reference ReadingChapter 3, The Fortune at the Bottom of the Pyramid, CK Prahalad, Pearson Publication, p 47-60

Reference Video:Why the Bottom of the Pyramid Matters to Everyone. (19 mins)http://www.youtube.com/watch?v=wlVC3r4nZUw

Session 4 Case discussion on Hindustan Lever at the Base of the Pyramid: Growth for 21st

Century

OverviewHindustan Lever Limited, principally owned by Unilever, operates Shakti, a program which aims to extend thereach of HLLs products to the 742 million rural consumers in 637,000 villages in India. Critical questions the

program faces: Will Shakti and the BoP markets it targets deliver to HLL much-needed long term growth andbecome a key source of a future sustainable competitive advantage? Is the program really making a socialimpact?

Learning Outcome

After discussing this case study, students will be able to:

Understand why there is increased attention by MNCs (and other market-based ventures) in servingthe BoP and discuss the idea of whether there is a fortune to be made in serving this market.

Analyze the effectiveness of business models used by MNCs when establishing a BoP venture. Understand the difference in a top-down approach vs. a bottom-up approach in BoP strategies. Understand a BoP segment strategy vs. a BoP product strategy. Recognize societal implications (positive and negative) of MNC's BoP venture.

Reference ReadingCase: Hindustan Lever at the Base of the Pyramid: Growth for the 21st Century

Discussion Questions1. Will Shakti and the BoP markets it targets deliver to HLL much-needed long term growth and

become a key source of a future sustainable competitive advantage?2. Is the program really making a social impact?3. Why is HLL pursuing Shakti?4. Is Shakti successful?

Session 5 Bottom-Up Business Model Creation

Learning Objective

With established markets becoming saturated, multinational corporations(MNCs) have turned increasingly toemerging markets (EMs) in the developingworld. Such EM strategies have been targeted almost exclusively atthe wealthyelite at the top of the economic pyramid. Recently, however, a number ofMNCs have launched newinitiatives that explore the untapped marketpotential at the base of the economic pyramid, the largest andfastest-growingsegment of the worlds population. Reaching the four billion people in thesemarkets poses both


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tremendous opportunities and unique challenges to MNCs, has conventional wisdom about MNC globalcapabilities and subsidiary strategyin EMs may not be appropriate. How MNCs can successfully enter theselowincomemarkets has not been effectively addressed in the literatures on globaland EM strategies.

Learning OutcomeThe students will learn that the success ofinitiatives targeting low-income markets is enhanced by recognizingthatWestern-style patterns of economic development may not occur in thesebusiness environments. Businessstrategies that rely on leveraging the strengthsof the existing market environment outperform those that focuson overcomingweaknesses. These strategies include developing relationships withnon-traditional partners, co-inventing custom solutions, and building localcapacity. Together, these successful strategies suggest theimportance of MNCsdeveloping a global capability in social embeddedness..

Reference ReadingsReinventing strategies for emerging markets (London & Hart)

Session 6 Case discussion on CEMEXs Patrimonio Hoy at the Tipping Point?

Overview

The case discusses the initiatives of Hector Utera, Head of CEMEX Mexico Auto Construction Division, for abusiness with a potential to generate substantial economic returns for the company and desirable outcomes forlow income communities. The critical questions facing him were: would his proposal be self-funding? Howwould CEMEX benefit? In what ways would it entail creating an entirely new team and business ventureapproach?

Discussion Questions: What is your assessment of CEMEXs Patrimonio Hoy initiative? To what extent has Patrimonio Hoy built a capability in social embeddedness? Are there other issues that Patrimonio Hoys managers should consider?

Learning OutcomeIn this session the students will learn how corporations can do business even in the lower income markets

Reference ReadingsCase on CEMEXs Patrimonio Hoy: At the Tipping Point?

Session 7 The BoP as Producers

Learning ObjectiveIn developing countries examples of successful sustainable enterprise often involve informal networks thatinclude businesses, non-for-profit organizations and communities which will be discussed in this session.

Learning OutcomeThe students will learn how high level actors such MNCs and large domestic businesses may becomesignificant catalysts for profound change by taking up risks and flexibility of roles.

Reference ReadingCreating local sustainable enterprise networks (Wheeler et al.)Developing native capability (Hart & London)


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Session 8 Mutual Value Creation(Seminar)

Case discussion on Evolution of a Sustainable PPP Model in the BOP Market: Creating Value for All.

OverviewColgate Palmolive, the worlds leading manufacturer of oral care products dominates the Indian oral careindustry with a market share of more than 62%. As the leader, it faces the major challenges of expanding themarket which will ultimately result in increased business for all players. Unlike urban markets which are moreor less saturated, rural markets do have a scope for growth. The case discusses the programme developed byMART to viably and sustainably address the critical issues facing Colgate in the rural markets.

Discussion Questions:

Do you Think, the growth in the rural markets are reasonable? Are there ways to increase thegrowth momentum?

Can this model be replicated in other countries especially in South Asia?

Reference ReadingCase on Evolution of a Sustainable PPP Model in the BOP Market: Creating Value for All., MarketingPractices in Developing Economy: Cases from South Asia, PHI Learning, p 30-39.

Learning OutcomeAt the end of the session the students should be able to understand the viability of BOP as producers.

Session 9 Capturing the Opportunity at the BoP

The lecture would be based around the synopsis of the case Casas Bahia: Fulfilling a Dream. In this sessionwe would also take up other examples with the help of videos and case-lets which are successful innovations atthe BOP.

Learning outcomesFocusing on the BOP consumers and enabling them to get access to world class quality forces innovations thatcan dramatically alter the cost structure and build a global opportunity. Cases to be discussed in the seminarecho the same idea. How known problems can be tackled by unique solutions.

Reference Reading

Case on Casas Bahia: Fulfilling a Dream, The Fortune at the Bottom of the Pyramid, CK Prahalad, PearsonPublication, p 117-146

Reference Videos:

Film on Jaipur Foot Part I (9 mins) http://www.youttube.com/watch?v=UCr3NEciDTA Film on Jaipur Foot Part II (15 Mins) http://www.youtube.com/watch?v=5pGqr51-PU&feature=relmfu Film on Arvind Eye Care (6 mins) http://www.youtube.com/watch?v=3cjnNPua7Ag

Session 10Understanding the rural markets of India: Reasons for the growing significance of

Rural Markets

Learning ObjectiveIn this introductory session to the Rural markets of India, we will view the profile of rural marketing, ruralconsumers. We will explain the changing pattern of rural marketing. Identify the untapped areas in the rural


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market & explain the ways to tap the unidentified areas. Discussing the ways to communicate with the ruralconsumers & motivating them. We will also discuss the Rural Market Matrix to understand the differentapproaches.The emerging trends of rural markets shall be highlighted and the various myths surrounding the same shall be

discussed.

Learning Outcome: Growing importance of rural markets due to changing consumption patterns and customerprofiles

Reference Readings:Chapter 1, The Rural Marketing Book (Krishnamacharyulu & Ramakrishnan)

Referencevideos and audios:1. Rural Marketing Rules (Audio - 7mins)

http://itunes.apple.com/in/podcast/podcast-nokia-siemens-networks/id273114324

2. Becky McRay: Why Your Business Needs to Adopt Small Town Rules (Audio - 30 mins)http://itunes.apple.com/in/podcast/intrepid-marketing-by-todd/id421719647

Session 11 Entering Rural Market: A Reality Check

Rural Markets are vital for the growth of most companies. More than half of the annual sales of HUL comefrom the rural markets, as is true for most of the companys manufacturing dry cells, wrist watches , cassetterecorders, soaps, packaged tea etc. Yet the rural penetration is low, thus offering tremendous potential forgrowth.The absence of the middle segment in the rural markets poses a challenge to the rural marketers and the market

potential could be exhausted if newer opportunities are not identified.In this session we shall address these issues as to how opportunities can be created and tapped and ways toovercome the challenges posed.This session shall also look into the strengths & weaknesses of the rural markets and indentify the key growthdrivers for the same.

Learning Outcomes:

In this session the students would understand the potential and current opportunities in rural markets and how

to tap them effectively.

Reference Readings:Chapter 2 & 3, The Rural Marketing Book, (Kashyap & Raut)Chapter 2 & 3, Rural Marketing (Krishnamacharyulu & Ramakrishnan)

Session 12 Gauging the Rural consumer behavior & reading & researching the mind of rural consumer

Are the rural buyers really different? What is the impact of the socio-economic and cultural factors on the ruralconsumer? Answers to these key questions shall be sought in this session.In this context the social class concept with the Socio-Economic Classification (SEC) for various rural

categories and a comparison of rural and urban age and life-cycle stages shall be made.In this session we will also discuss buying- behavior patterns, we will explain the stages in the buying process,understand the role of rural women in buying decision , illustrate the place of purchase, explain the opinionleadership process.


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Conducting rural market research can be a daunting task for any researcher considering the magnitude of areato be covered, the dialects to be mastered and factors of illiteracy and social stubbornness to be overcome. Thissession shall also discuss the challenges, do's & donts of conducting research in the rural markets. We shall discuss the same through a case-study.

Reference ReadingsChapter 4, The Rural marketing Book, Pradeep Kashyap & Siddhatha Raut.Chapter 4, Rural Marketing, CSG Krishnamacharyulu & Lalitha Ramakrishnan

Learning OutcomePost understanding the rural consumer behavior the students would apply their knowledge in analyzing thecase-lets to answer the listed questions.

Case-lets:

1-Ruf & Tuf Jeans

Questions:

1. Trace the reason for the success of Ruf & Tuf Jeans in rural India.2. Which other companies do you think can emulate the strategies of Arvind Mills?

2-Shri Subramaniam Buys a Moped: TVS 50

Overview:This case helps understanding the 'Buying Decision Process' in rural areas, especially for a consumer durable,answering the essential questions to be asked in order to understand the buying decision process in rural areas.These questions are related to aspects like how the need was felt, the process of search for solutions andalternatives, choice of solution, its acceptability among the family members, process of brand selection and thelike.

Discussion questions:

Is Shri Subramaniam a typical farmer?

What were the important factors which motivated him to go in for a moped?

What is the general profile of a rural moped owner?

What is the buying decision process in rural areas?

Session 13Selecting and Attracting markets

Learning Objectives

This session introduces the concept of segmenting, targeting and positioning stressing the need to recognizeheterogeneity amongst the rural consumers.

Learning OutcomeBy the end of the session the students would know the concepts and methods of segmenting markets, examinethe appropriateness of multi-variable segmentation approaches and the importance of emerging segments.They would also learn about targeting and positioning strategies for these market.

Reference ReadingsChapter 6, The Rural marketing Book, Pradeep Kashyap & Siddhatha Raut.Chapter 6, Rural Marketing, CSG Krishnamacharyulu & Lalitha Ramakrishnan


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Session 14 (Co-teaching with Finance) Educating & Empowering the Rural People: Micro-

financing

In this session the students would gain an understanding of the following-

Self Help Groups Micro financing How micro finance has created new markets and products The role of NGOs in Rural markets. Microfinance in Rural Marketing. Role of co-operative agencies

This session discusses the new form of rural retailing- corporate MFI partnership and looks at the sustainability

of such relation ships

Required Reading:Rural Marketing in India-Retailing through microfinance institutions

(http://www.ibscdc.org/marketing_strategies_case_studies.asp)

Overview

This reading primarily deals with the growing corporate-microfinance institutions (MFIs) partnerships that are

creating new business platforms for the rural markets of India. Management guru, CK Prahalad has been

insisting that companies, which operate at the bottom of the pyramid, will witness future rewards and growth.

Of late, catering to the strata of people present at the low income levels and those of the rural areas has indeed

become mainstay for many companies. The vast opportunities opened up by rural markets, the increasing

purchasing power of rural consumers, growing consumption levels, media penetration into rural areas, etc, aredrawing companies towards them. Companies of all kinds, like Hindustan Unilever Limited, Coca-Cola,

Godrej, Nokia, Bharti Airtel, Bajaj Allianz, etc, are catering to these markets by customizing their offerings.

With the existing distribution channels, companies are finding it difficult to reach the Indian hinterlands as rural

areas are highly scattered and less densely populated. Most of the companies are reinventing their distribution

networks and in this process tied-up with MFIs, which have a strong social network. These MFIs, acting as

distributors to companies, are providing many other benefits like, enhancing brand visibility in rural areas,

saving distribution costs and increasing customer base. However, can the social mission of MFIs be aligned

with the profit objective of companies? The question also arises about the sustainability of corporate-MFI

partnerships. This reading can be used to: (1) examine the potential of the emerging rural market in India and

the growth drivers of this market; (2) understand the significance of rural retailing in India and to critically

analyse the opportunity that Indian rural markets offer to India Inc and other multinationals; (3) analyse the

challenges for retailers and the possible ways of dealing with these problems effectively.

Learning Outcome: The students will not only understand the successful distribution models for rural marketsbut also the innovation involved in creating a low costdistribution network. They will learn about the channelnetwork, channel behavior and distribution modelsPrevalent & emerging

Reference VideoThe_Lijjat_Sisterhood_[www.keepvid.com] (1.22 min)http://www.youtube.com/watch?v=-ji6YlwGPSw


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Session 15 Building AWARENESS in rural markets :- AICDA Model of communication- Communication Tools- Push & Pull strategy

In this session we will discuss the challenges in rural communication, explain the communication processmodel. We will also explain the different steps involved in developing effective communication.The promotion mix & the factors in setting the promotion mix for the rural market is different from that in theurban markets, through extensive discussions we shall identify these differences. We will also discuss thefactors affecting the creation of advertisements for rural audience to gain success in the rural environment.It is important to know what type of rural media viz; conventional mass media, non-conventional mass media,

personalized media shall work best. It will help in understanding the different medias which could be used to

promote the product offering in the rural environment. We will also discuss the media innovation, which givesa brief account of emerging communication channels with the primary aim of addressing problems of socialimportance.

The AICDA model of communication will be also discussed.

Learning OutcomeUnderstanding how can the product be communicated to the rural markets and how is different from ruralmarkets.

Reference Reading:Chapter 9, Rural Marketing, (Krishnamacharyulu & Ramakrishnan)

Reference VideosUnilever_Rural_Promotion_Viral_[www.keepvid.com] (3.29 min)http://www.youtube.com/watch?v=_suirPXXHqY

Chulbuli__Pyari_[www.keepvid.com] (3 min)http://www.youtube.com/watch?v=7e2Gj1yM1CE

Session 16 Branding in rural India

Learning Objective

Branding is a strategy used to gain acceptance of consumers and secure a competitive edge. Consumers have

graduated from unbranded to branded products with increased affordability as a result of increasing ruralincomes in recent years. This session focuses on discussing the same.

Learning Outcome

By the end of the session the students will learn the importance of branding in rural India, the brand spectrumand brand loyalty and how to differentiate fake brands.

Reference ReadingsChapter 7, pg 147-153, The Rural marketing Book, Pradeep Kashyap & Siddhatha Raut.Chapter 7, pg 255-263, Rural Marketing, CSG Krishnamacharyulu & Lalitha Ramakrishnan

Session 17 Generating ACCEPTABILITY in rural markets

Learning Objectives


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Product innovations- creating blue oceansThe central decision in marketing mix strategy is product decision. In the emergent dynamic competitiveenvironment, multi-product firms are competing hard to gain market share through their product strategies. Inthis session the student shall be introduced to the difference in product strategy in rural and urban markets.

In this session we also look at the ways to generate acceptability of the product in the rural markets throughinnovations and stakeholder ship.In this session the student shall be introduced to the product concepts and classifications as applied in the ruralmarkets and the modifications in the products to suit the rural consumer needs. Hence, understand thechallenges faced in developing a marketing strategy for products.

Learning OutcomeWhat are the product offerings to the rural market and what are the innovations, packaging and modificationsinvolved.

Reference Readings

Chapter 7, pg 126-144, The Rural marketing Book, Pradeep Kashyap & Siddhatha Raut.Chapter 7, pg 227-251, Rural Marketing, CSG Krishnamacharyulu & Lalitha Ramakrishnan

Session 18 Ensuring AFFORDABILITY for rural consumers:-Convenient packaging and pricing strategyPackaging is defining new paradigms in rural marketing, thus making it one of the most vital components in themarketing mix. The battle for the mind space of the rural consumer has begun and the rural consumer is now

beginning to appreciate the importance of the brand.In this session we study packaging and pricing and the various types of strategies for both.

Learning OutcomeHow packaging and pricing can increase reach by creating affordability.

Snippet (pg 145, The Rural Marketing Book, Kashyap & Raut. Chik Shampoo)Questions for discussion

1. CavinKare created a sachet revolution in India by introducing its shampoo sachet Chik for 50p.Though sachets became an alluring proposition for many of its competitors, the frequency and volumeof usage has gone down. How can they make bulk buying of shampoos attractive?

2. How can they enhance rural penetration of shampoos? Is a low price necessary to succeed in ruralmarkets?

Reference Reading

Chapter 7 (pg 252-254) & Chapter 8, Rural Marketing, (Krishnamacharyulu & Ramakrishnan)

Session 19 Ensuring AVAILABILITY for rural consumers:-The role of the distribution network in rural areas-Limitations of conventional distribution channels-Distribution Strategy-Innovation in creating a low cost distribution network-Channels Network, Channel Behavior, Distribution ModelsPrevalent & emerging

Learning ObjectiveIn this session the student is introduced to the challenge of rural distribution particularly in terms of pooraccessibility. In rural India in availability determines volume and market share as the rural consumer usually

purchases whatever is available at the outlet influenced largely by the retailers advice and recommendation.


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We also analyze the evolution and characteristics of the rural retail system and the wholesale markets andfamiliarize the student with the existing channels of distribution for different product categories.

Learning Outcome

Understanding challenges in reaching rural markets and overcoming them.

Reference ReadingChap 9 Pradeep Kashyap, Siddhartha Raut

Reference video:Film on Project Shakti (8 mins)www.youtube.com/watch? V=Fu1pkdvk7ow&feature=relatedCase Study- Will it Work (Page 289 Rural Marketing by C S G Krishnamacharyulu & Lalitha Ramakrishna)

Questions on the case-

1. What are the salient features of the distribution of cattle feed by Anand Pattern?2. In view of the latest developments do you find any other alternatives of distribution?

Session 20 Rural Markets: The Impact of E-Commerce

Case Discussion on ITC, E-Choupal by C.K. Prahalad

OverviewThe e-choupals, information centres linked to the internet, represent an approach to seamlessly connectsubsistence farmers with large firms, current agricultural research, and global markets. The network of these,each operated by a local farmer in each community called the sanchalak, allow for a virtual integration of thesupply chain and significant efficiencies in the traditional system. The farmers benefit by realizing better pricesfor their crops, better yield through better practices and a sense of dignity and confidence in being connectedwith the rest of the world.

Discussion Questions1. Do you think that ITC has succeeded in achieving its vision of using the e-Choupal as the intelligent

first mile?2. Analyze the role of samyojaks in the e-choupal.3. Has the e-Choupal become a system of social change in the rural markets? Discuss

Learning OutcomeUnderstanding support of e-commerce in rural distribution.

Reference ReadingThe Fortunes at the Bottom of the Pyramid by C K Prahalad, 5 thEdition, Person Publication, pg 321-343

Session 21Future of Rural Marketing (Guest Lecture)

Learning Objective

In this session we would highlight the key aspect that require attention of rural markets, change patterns in the

environment that have impact on future rural marketing practices and appreciate the innovation potential ofrural people.

Learning Outcome


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By the end of the session we would be able to have an insight into the likely trends and changes possible inrural markets and understand how public private partnership can increase the size of rural pie

Reference Readings

Chapter 13, pg 282-286, The Rural marketing Book, Pradeep Kashyap & Siddhatha Raut.Chapter 18, pg 529-535, Rural Marketing, CSG Krishnamacharyulu & Lalitha Ramakrishnan

Session 22 & 23 Project Group Presentations.

The students would present their completed project reports and would be assessed as per the rubrics givenbelow.

Session 24 Closed book case based End-Term Examination. (as per the assessment plan)

6 ASSESSMENT PLAN

S. No. Component Marks Weightage

1 Case Analysis and Presentation 7.5 25%

2 Project Work 7.5 25%

3 Close book Examination (case

based)

15 50%

DETAILS OF ASSESSMENT

Component 1: Case Analysis and Presentation

Case analysis in this module would require the students to thoroughly read the case and identify the Situational Problems.

The solution of the case would involve designing a suitable analysis for solving the problems identified in the case.

The cases will be analysed in pre-decided groups by students, and the analysis will be presented in class. Feedback on the

same will be provided by the instructor after the presentation of analysis. (Refer Rubrics at the end)

Component 2: Project Work

The Project will be allotted to defined groups depending upon the students registered for the course and shall have the following POA (plan of

action):

The group is supposed to choose one product / service to be marketed at the base of the pyramid.

Each group would research out the most compatible market for their product or service and would design the entire marketing mix

strategies for the same for it to be successful. Also they need to look into the branding and positioning of their product / service.

The final report should include -

o Cover Page - The cover page should include the report title, the names of your group members, with roll numbers. Each group

member will sign his / her name on the cover as a 'sign off' on the report and its contents.

o Executive Summary - An Executive Summary of no more than two double spaced pages will follow the cover page. This

should highlight what is included in the report.


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o Table of Contents - Immediately following the Executive Summary should be a table of contents for your report. You may put

the report together in any order you like, provided there is some logical reasoning (apparent to the reader) for the sequence you

have chosen.

o Main Body of Report - Groups are expected to include each of the components, discussed earlier, in the final report. As notedearlier, groups should revise each section, as necessary, for inclusion in the final report.

o Conclusion - The report should end with a brief conclusion that ties the entire project together and reveals major insights

gained during the study of your chosen industry.

o References - A complete citation of all work / research of others references in your report should be included in a list at the end

of the report as references and also indicated in the text of the report.

(Refer Rubrics at the end)

Component 3: Close book Examination (case based)

The Final Assessment would be of 15 marks conducted immediately post the block is over. (Refer Rubrics at the end)

7 LEARNING MAP

CURRICULUM MAP: MBOP

Programme Learning Outcomes

Module L1 L2 L3 L4 L5 L6 L7 L8 L9MBOP * * * * * * * * *

L1: An understanding of organizations, their external context and their management.

L2: An awareness of current issues in business & management which is informed by research & practice in the

field.

L3: An understanding of appropriate techniques sufficient to allow investigation into relevant business &

management issues.

L4:The ability to acquire & analyze data and information.

L5: The ability to apply relevant knowledge to practical situation.

L6:The ability to work & lead effectively in a team based environment.

L7: An improvement in both oral & written communication skills.

L8: Be cognizant of the impact of their individual & corporate actions on society and recognize ethical

business practices.

L9:Be sensitive to the social economic and environmental responsibilities of business.

TEACHING MAP: MOP

Module T1 T2 T3 T4 T5 T6


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MBOP * * * * *

T1: Lectures

T2:Seminars/Tutorials

T3:Projects & Presentation

T4:Case Discussion

T5:Guest Lectures/Industrial Visits

T6:Lab Sessions

ASSESSMENT MAP: MBOP

Module A1 A2 A3 A4 A5

MBOP * * *

A1- Individual assignment/case study

A2- Group assignment/ project/business plan

A3- Open book examinations/ case study

A4- Closed book examinations

A5- Group Presentations

8 ATTENDANCE CRITERIA

a. Lodhi Road70% required, if < 70% then 20% marks would be deducted from overall scoreb. Gurgaon70% required, if < 70% then 20% marks would be deducted from overall score

CASE ASSESSMENT RUBRICS

S No Criteria Marks

1 Content of the case being presented (group marks) 3.5

2 The quality of PPT slides prepared (group marks) 2

3 The quality of delivery of student (individual marks) 2

For a group/student to get marks/grades the rubrics (mentioned at the end) have to be followed by the faculty concerned very

stringently:

S No Criteria Marks Grade


20/21

MK-507

1 Content of the report submitted

The content is very valid, clearly understood by the assessor,

the words & terms used are true to management and the subject

concerned, and the language used is correct

13-15 Excellent

The content is valid, clearly understood by the assessor, the

words & terms used may be slightly improper and inadequate,

and the language is correct

9-12 Very Good

The content is valid, clearly understood by the assessor, the

words & terms used may be slightly inadequate and the

language is improper

5-8 Good

The content is valid, understood by the assessor, butmanagement terms are not used properly, language is improper

1-4 Average

Irrelevant content 0 Unsatisfactory

2 The presentation of the report Marks Grades

The report is presented in proper format as mentioned above,

and covers all aspects mentioned by assessor without any

spelling and language errors

9-10 Excellent

The report is presented in proper format as mentioned above,and covers all aspects mentioned by assessor with spelling and

language errors

7-8 Very Good


and covers few aspects mentioned by assessor without spelling

and language errors

5-6 Good


and covers few aspects mentioned by assessor with spelling

and language errors

3-4 Average

The report is presented with few aspects missing and is

wrongly put together

1-2 Unsatisfactory

PROJECT ASSESSMENT RUBRICS

S No Criteria Marks

1 Content of the report submitted 4

2 The presentation of the report 3.5

For a student to get marks/grades the following rubrics have to be followed by the faculty concerned very stringently


21/21

MK-507

RUBRICS- Close book Examination (case based)

Criteria for assessing every Question attempted Marks Grade

The content is very valid, clearly understood by the assessor, the words &

terms used are true to management and the subject concerned, and the

language used is correct

>85% Excellent

The content is valid, clearly understood by the assessor, the words &

terms used may be slightly improper and inadequate, and the language is

correct

7085% Very Good

The content is valid, clearly understood by the assessor, the words &

terms used may be slightly inadequate and the language is improper

51-69% Good

The content is valid, understood by the assessor, but management terms

are not used properly, language is improper

4050% Average

Content of answer may not be really relevant to the question attempted < 40% Unsatisfactory

Rural Marketing Manual

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