Total No. of Questions 08] [Total No. of Pages 02
EXECUTIVE M.B.A. DEGREE EXAMINATION, MAY 2018
First and Second Years
A-MARKETING
Rural Retail Marketing
Time 3 Hours Maximum Marks :70
SECTION A
Answer any three questions. x 5 15)
Q1) Rural markets.
Buyer behaviour.
Branding.
Rural media.
Physical distribution.
Pricing decision.
SECTION B
Answer any three questions. x 15 45)
Q2) Bring out an overview of rural markets in India.
Q3) Discuss the differential aspects of rural buying behaviour.
Q4) What is product development? Explain the product adoption process.
Q5) What is rural promotion? Explain the diversity of rural promotion event.
Q6) Explain in detail the participants in rural distribution process.
Q7) Summarise your understanding on the process of rural marketing.
(DEMBA3)
SECTION C
(Compulsory)
Q8) Case Study
Hindustan Levers Limited is the market leader in India in fairness creams
market with its very popular fair and lovely product. Though it is positioned as a
product for females, it is also enjoyed a fairly good market among males
segment. Cavencare's 'fair ever' could give a tough competition for the product.
When HLL is seriously fighting with Cavencare in the market to retain its share,
a new product called Fair and Handsome entered in the market, introduced by
Emami, targeting exclusive male segment Fair and Handsome could build a
niche among males segment and emerged as competitor for both the brands
taking away the male users to its fold from the two companies. HLL sensed the
danger and quick enough to introduce a new exclusive fairness cream for males
and named it as 'MENZ Active'. The management of HLL is not very happy
with the positioning of their product and wanted your support in doing so.
Suggest a brand positioning strategy for HLL for its product 'MENZ ACTIVE'.