Description

Rural Marketing

April 2025 Examination

 

 

1. Pricing plays a important role in Rural Markets how does a company selling agro inputs as fertilizers and seeds plan their pricing strategy. (10 marks)

Ans 1.

Introduction

Pricing plays a crucial role in rural markets, especially in the agricultural sector, where farmers rely on essential inputs like fertilizers and seeds. The affordability and accessibility of these inputs significantly impact agricultural productivity and, consequently, the rural economy. Companies dealing in agro-inputs must formulate pricing strategies that align with the financial capabilities of farmers, seasonal demand fluctuations, and competitive market conditions. Unlike urban consumers, rural buyers are more price-sensitive due to their

 

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2. Mr Sharma of  Universal  corporation  wants  to  grow  sales  in  the  southern  rural markets of India for a regional brand of Edible oils , what steps he should follow to increase the  Brand Equity and increase market share.      (10 marks)

Ans 2.

Introduction

Mr. Sharma of Universal Corporation aims to expand sales and market share for a regional brand of edible oils in the southern rural markets of India. The rural consumer base in the southern states presents unique opportunities and challenges, as purchasing decisions are influenced by factors such as cultural preferences, cooking traditions, local competition, and price sensitivity. The edible oil market in rural India is highly competitive, with multiple national and regional brands vying for consumer trust and loyalty.

 

 

3. Case study – Famous Garments

The company has been  manufacturing and selling  ladies and children  garments for past two decades  in rural markets , the sales are steady and the Brand is  popular ,however in the past two years the company is observing that there is a shift  from its brand and sales are stagnant ,the reasons analyzed   are that the company does not rate and rank the garments as per different segments in the market and follows a pan India mass marketing strategy ,the result is sales in certain  regions are good and sales in some slow

1. How does the company segment the markets for garments keeping in mind the Pan India approach? (5 marks)

Ans 3a.

Introduction

Famous Garments, a well-established brand in the rural market, has been experiencing stagnant sales due to a lack of structured market segmentation. The company follows a mass marketing approach across India, leading to uneven sales distribution. To enhance market penetration and improve sales performance, segmenting the market based on specific criteria is essential.

Concept and Application

1. Geographic Segmentation

 

 

1. What factors they should keep in mind in the segmentation process? (5 marks)

Ans 3b.

Introduction

For Famous Garments to implement an effective segmentation strategy, several factors must be considered to ensure relevance, efficiency, and profitability. These factors help in identifying the right customer groups and aligning marketing efforts accordingly. A well-planned segmentation approach will enhance sales and create a competitive edge in the