4 - Rural MKTG

Tilak Maharastra University
Master of Business Administration (Distance)

(Semester - IV) - Internal Evaluation (Marketing)
Rural Marketing
Marks : 80 Code : MDM 404
Note:
The Paper Consist of two sections I& II
Attempt any three questions from Section I
Section II is Compulsory
Section I
Q. 1) Discuss Rural Market Environment in India with respect to Income sources & 15
consumption.
OR
Which are the key Agricultural Inputs marketed in Rural Market?

Explain any three important Agricultural Inputs marketed in Rural Market in India.
Q. 2) Elaborate the significance of Retailers in Rural Market. 15

What criteria a company should look while appointing a retailer?
Explain different levels of distribution channels in Rural Market.
OR
Q.3) Discuss importance of Rural Market in Indian Economy. 15
OR
Explain various media options which can be used in Rural Markets for product
Promotion with their key advantages.
Q. 4) What is market segmentation? Why it is important? Explain various types of 15

Segmentation. Elaborate how the effective segmentation can be done in context to
Rural markets?
OR
Write short note : ( Any Three)
a) Thompson Rural Market Index

b) Problems in Rural marketing
c) Relationship marketing
d) Marketing channels for fruits & vegetables
e) Haats & Melas : An excellent product promotion tool in Rural market.
SECTION II ( Compulsory)
Q. 5. Case Study
Read the case study carefully & answer the questions at the end. 25
Power Tractors Ltd.is the manufacturer of large, medium, & small size ( With respect to
HP.) tractors planned to market their tractors in Baitul District of Madhya Pradesh where
there are two other strong competitors already had their stronghold. The Power Tractor
Ltd. appointed a Distributor & 5 retail dealers under him in the Baitul District.
The Distributor is entrepreneur. The power Tractor Ltd. has given the distributor total
responsibility to increase the Power Tractors market share. The Distributor made the
market survey & studied the land holding patterns, soil nature of the Agricultural land in
the district & observed that soil is sandy & major land holding is larger to medium &
those farmers prefer Higher H. P. Tractors. A few percentage of farmers are also holding
small land holdings who uses small HP Tractors. He prepared the list of large , medium
& Small land holder farmers in all the villages of the Baitul District. He divided the
villages in following categories on the basis of Population of the villages as follows.
Category of Villages A > large sized Villages
Category of Villages B > Medium sized Villages
Category of Villages C > Small Sized Villages
After some period of starting marketing activities in Baitul District, the Distributor have
further fine tuned the Market. He classified the villages as follows.
High Market share Villages: In these villages the Power Tractor Ltd. have market leader
Position. The Distributor asked the salespersons of the company to maintain good
relations with the farmers of these villages. Here the sales of the Power tractors are high.
Competitors in these villages are trying to regain their past leadership position with
aggressive marketing strategies.
Medium Market share Villages : In these villages the Power tractor sales are average.
The Distributor asked the salespersons to conduct demonstrations of Power tractor
supported by promotional activities like Product display, farmer meetings, wall paintings
etc. Also Credit schemes are introduced in these villages for potential buyers. All these
initiatives by the company resulted into the increased sales & enquiries for their tractors.
Low Market share Villages: In these villages the sales of Power Tractors is negligible.
So company has done only wall paintings in these villages. There are a few enquiries
Started coming from the farmers of these villages about credit schemes.
The company have also tractor accessories ( spare parts) division. In the accessories
/spares the company have better profit margins.The Power Tractor Company have one
retail outlet at Baitul for spares & one service centre for tractors. The farmers use to come
to Baitul for purchase of spares & servicing the tractor.
The Power Tractor Company have marginal growth rate in sales of their tractors
which is lower than the Industry Growth rate in Baitul District.
Q.A) Discuss in detail the marketing strategies implemented by the Power Tractor Ltd.
in Baitul district.
Q.B) Do you satisfy with the company’s overall marketing strategy?
What kind of additional marketing actions do you think the company should
initiate in High Market share villages & Low Market share villages to get the
sustained & higher market share of tractor sales ?
Q.C) What is the key reason do you think for lower growth rate of Power tractor sales
than the Industry sales growth rate in Baitul District ?
Q. D) Suggest a catchy slogan for Power Tractor & also one innovative promotional
activity.
Q 6 ) Discuss various product branding strategies in Fast Moving Consumer Goods (10)
(FMCG) Companies in Rural Markets with the help of some suitable examples.

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Tilak Maharastra University

Master of Business Administration (Distance)

Which are the key Agricultural Inputs marketed in Rural Market?

Q. 2) Elaborate the significance of Retailers in Rural Market. 15

Q.3) Discuss importance of Rural Market in Indian Economy. 15

Q. 4) What is market segmentation? Why it is important? Explain various types of 15

a) Thompson Rural Market Index

Category of Villages A > large sized Villages

Category of Villages B > Medium sized Villages

Category of Villages C > Small Sized Villages

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