MS-611

MANAGEMENT PROGRAMME

Term-End Examination

December, 2009

OO MS-611: RURAL MARKETING

O Time : 3 hours Maximum Marks : 100

(Weightage 70%)

Note :

This paper consists of two sections A and B.Attempt any three questions from Section A.

Section B is compulsory.

All questions carry equal marks.

SECTION—A

(a) What do you understand by the termRural Markets ? Explain. How is itdifferent from Urban Markets ?

(b) What are the nature of transaction that takeplace in Rural markets ?

Write a note on Rural Environment and Economy.How these Rural Environmental factors affect thebuyer behaviour for Rural Markets ? What

changes in Promotion mix would you suggest forRural Markets keeping in account theseEnvironmental factors ?

MS-611

1 P.T.O.

3. (a) What type of Psychological factors are tobe cdnsiderd while understanding Ruralbuying behaviour ? Explain

(b) Suggest some possible areas where RuralMarketing research would find increasingapplication in India.

4. Write notes on any three of the following :-

Role of NGO's in developing Rural Marketsin India

Role of Retailer in Retailing in RuralMarkets.

(c) Pricing strategies for Rural Markets.

Trends in the consumption patterns of RuralMarkets.

Sales promotion methods for rural markets.

MS-611 2

SECTION - B

5. Study the case given below and answer thequestion given at the end.

Case : Rallis India Ltd

Rallis India Ltd. has been the Leader ofIndian Agro-Chemical market, with Rs 1500 croreturnover. Agro-Chemicals and fertilizersdistribution generates nearly 80% of the revenuesof the company. The company initiated aprogramme to focus on :-

Sharpening its business and productport folios.

Improving Cash Management.

Introducing New Products.

Reducing Costs-through out the ValueChain

Strengthening controls and businessprocesses from procurement throughManufacturing, Logistics, marketing salesand distribution.

Greater focus on R and D

Human Resources Orientation.

The company's product range includesinsecticides, fungicides, herbicides andintermediates. It is one of the largest IndianPesticides manufacturer with capacity of about18,000 tonnes per annum of technical grade

MS-611

3 P.T.O.

Pesticides and 40,000 tonnes of formulation perannum. The industry is going through a badphase on account of factors like low pest pressure,unfavourable climatic conditions, etc. However,cotton crop accounts for 40-50% demand whilevegetables, orchards and kharif crops haveincreasing demand. Rallis India Ltd has evolveda strategy based on Market Research findings. ThePhilosophy of Rallis is to create a brand anddevelop a relationship with every farmer. Withname of 'Silent Revolution' a project has beenlaunched in South India to directly involve theend user-the farmer without making a noise.Trained Farmers Promotional Assistant (TFPA) isanother project, launched by Rallis India Ltdwhich focused on Promotion of Rallis products.Thus, 20 lakh farmers were contacted in sixmonths by 700 TFPA's through per Zonal contact,village meetings and mandal meetings and2.10 lakh Rallis product demonstrations weregiven. It led to Rallis substantially increasedproduct sales and customer, loyalty.

Question :

1. Critically evaluate the marketing-mix strategy ofRallis India Ltd and give policy imperatives forother competitors.

- o 0 o -

MS-611 4