Download BU (Bangalore University) MBA 3rd Semester 2019 Feb Rural And Agricultural Marketing Question Paper

Download BU (Bangalore University) MBA (Master of Business Administration) 3rd Semester 2019 Feb Rural And Agricultural Marketing Question Paper

i|||||||l|lllllll|||||||l|l|||||||| P?J - 690
Ill Semester M.B.A. Degree Examination, January/February 2019
(6303) (2014-15 and Onwards)
MANAGEMENT
Paper ? 3.4.3 : Rural and Agricultural Marketing
Time : 3 Hours Max. Marks : 70
SECTION ? A
Answer any five of the following. Each question carries five marks. (5x5=25)
1.
Briefly explain the profile of rural markets.
2. Explain the tour A?s of rUraI marketing.
3. Discuss the challenges that the researcher can encounter in conducting
research in rural markets.
4. What is product positioning ? Explain various approaches of positioning the
product.
5. Explain the different sales promotion tools used in rural communication with
examples.
6. What are the deficiencies of agricultural marketing system in India ?
7. What is co-operative marketing ? Explain its functions. .
SECTION - B
Answer any three of the following. Each question carries ten marks. (3x10=30)
8. Describe innovations in rural distribution and rural centric distribution models.
9. Elaborate on the pricing strategies specific to the rural market with examples.
10. What are the pre-requisites for effective segmentation ? Briefly describe the
11.
bases for segmentary rural markets.
Discuss the role and function of APEDA in promoting agricultural exports.
P.T.O.

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SECTION ? C
Compulsory : (1 x15=15)
12. Read the following case and answer the questions given at the end.
Bru represents the coffee business of HUL and is the only brand to be present
in all segments of the coffee category-instant, roast and ground and premixes.
It is the volume leader in the roast and ground market. There are three different
consumer segments based on their drink preferences in south India :
- Conventional filter coffee drinkers
. Tea drinkers
0 Instant coffee drinkers
South India is a big market for coffee, filter coffee being the most prevalent,
with a few pockets within the States of Andhra Pradesh and Karnataka also
preferring tea. However, most people prefer conventional filter coffee for its
taste and aroma. This segment when combined with the tea-drinking segment
represents a huge, untapped market for instant coifee.
The Challenge
While people are aware of instant coffee, it is still a drink to be had on special
occasions of many households. The marketing challenge, thus, was to convert
these special occasions to Bru Instant Coffee occasions.
The company had to reach out to 1.3 million people spread across three
segments for product trials.
As these households were a mix of tea drinkers/filter coffee and other coffee
drinkers, conveying the right message across the segments was the key
challenge for the company? Beverage preferences are difficult to change; it was
not easy to get people to deviate from a beverage of their choice and sample
instant coffee. The decision to leave samples with consumers Significantly
improved the impact of this trial campaign.
With multiple communicators of differing individual capabilities, delivering
a standardized yet customized message consistently was an even bigger
challenge for Bru. The fact that most housewives/target consumers have a
not-so-welcoming attitude to a door?to-door salesman/communicator.
The brand, therefore, needed a breakthrough to overcome these hurdles and
to communicate the benefits of Bru instant to three different beverage drinkers.