Creating Success Formula to Excel in Rural Markets

2016 ◽  
Vol 1 (1) ◽  
Author(s):  
Dr. Manoj Mehrotra
Keyword(s):  
Marketing Strategy ◽  
Growth Strategy ◽  
Survival Strategy ◽  
Rural Markets ◽  
Wise Use ◽  
Rural Market ◽  
Changing Trends ◽  
Indian Context ◽  
The Impact

The paper deals with the Rural Markets in the Indian context. There exist a number of myths about the rural markets. The paper attempts to reveal the hard facts that create a new understanding about the existing rural markets and the changing trends. It also highlights the need to focus on the rural market. Earlier it was a new geographic segment for the marketers but now there is no choice. Rural marketing therefore is not only a survival strategy but also a growth strategy for many firms. However, to be successful in the rural markets it not only requires an understanding about the factors and characteristics of this market but also the wise use of an effective marketing strategy. The focus of the paper is to discover as to how the elements of the marketing are integrated for the rural markets. Are they the same elements used in other markets i.e. the 4-P’s, or are there some different elements that increase the acceptance in the rural markets? It also aims to gain an understanding about the impact of these elements in creation of a model to succeed in the Indian rural markets. It further examines a success formula of “7-A’s Model” suggested by the author that will help the marketers to excel in the rural markets.

Renault Duster: dusting away competition or facing a dust storm?

2015 ◽  
Vol 5 (3) ◽  
pp. 1-9
Author(s):  
Subhalaxmi Mohapatra ◽  
Subhadip Roy
Keyword(s):  
Marketing Strategy ◽  
Business Strategy ◽  
Brand Management ◽  
Development Program ◽  
Growth Strategy ◽  
Content Type ◽  
First Mover Advantage ◽  
The Impact ◽  
First Mover

Subject area The major issues discussed in the case are related to first-mover advantage, segmenting, targeting and positioning and marketing strategy. Study level/applicability The case could be discussed in a postgraduate program for marketing and brand management and also for strategic management. It could also be used for an executive development program for marketing and business strategy. Case overview The present case is on the Renault Duster, a compact SUV (sports utility vehicle) launched by Renault India in 2012. Equipped with attractive design, innovative features and smart technology, the company used buzz marketing and social media marketing to promote the brand. Competitive pricing of Duster attracted both premium hatchback and sedan buyers in India as the company realized both sales and awards. However, sales started declining from the second half of 2013, and competition used both pricing strategy and exhaustive mass media advertising to compete with the Duster. The other cars from Renault India could not replicate the success of the Duster, which was contributing to around 80 per cent of the total sales of the company in India. Renault thus faced the challenge of losing their ground in the Indian market if they could not revive the sales of the Duster. Expected learning outcomes Product differentiation and brand positioning (the case is a good example of first-mover advantage); market segmentation and creating a new segment; branding strategy and the role of marketing communications in the same; analyze the role of a long term growth strategy and how it influences product/marketing strategy (business strategy course); understand the probable threats of business due to overdependence on one product (business strategy course); understand the impact of inter-firm rivalry on brandsuccess (business strategy course). Supplementary materials Teaching notes areavailable for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Candibod: building an online fitness brand through Instagram communities in the southern hemisphere

2021 ◽  
pp. 1-21
Author(s):  
Raeesah Chohan ◽  
Mignon Reyneke ◽  
Claire Barnardo
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Sports Marketing ◽  
Growth Strategy ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Initial Growth ◽  
Teaching Case ◽  
Brand Building ◽  
The Impact

Study level/applicability The primary target audience for this teaching case is postgraduate business students, especially students of digital marketing, strategy and e-commerce, social media marketing, entrepreneurship and sports marketing. This teaching case is intended to be used as a case study in postgraduate business programmes such as Master of Business Administration, a specialist masters programme such as MM (entrepreneurship), postgraduate diploma in management, as well as selected executive education programmes. Subject area This case can be used in the subject areas of digital marketing, strategy and e-commerce, social media marketing, entrepreneurship and sports marketing. Case overview This case looks at South African fitness Instapreneur Candice Bodington and how her business trajectory unfolded at the same time of the successful Australian Kayla Itsines. The case begins with Bodington considering options for her brand in January 2020. Following her business, Candibod’s, fast initial growth via Instagram, the case tracks its development while also glancing at the enormous success of Itsines and her Sweat with Kayla app. However, as Bodington faces her own health care, the future and next steps of a brand built on social media becomes less certain. The case ends just a few months later with the unfolding effects of Covid-19 and a whole new host of uncertainties, especially in the fitness industry and Bodington having to reconsider her brand’s options. Expected learning outcomes The learning outcome of this paper is as follows: to understand the challenges of building an online brand. To evaluate the effect of brand communities as a growth strategy. To analyse the impact of social media platforms as a brand-building tool. To critically assess the effect of changing industry dynamics and technology on consumer behaviour. To evaluate how brands can navigate the negative implications of social media. To understand brand differentiation. To understand the strategic decisions associated with brand repositioning. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing. Keywords Digital marketing, Brand building, Social media marketing, Strategic marketing

Environmentally concerned consumer behavior: evidence from consumers in Rajasthan

2017 ◽  
Vol 12 (4) ◽  
pp. 712-738 ◽  
Author(s):  
Pradeep Kautish ◽  
Ganesh Dash
Keyword(s):  
Consumer Behavior ◽  
Empirical Research ◽  
Research Study ◽  
Marketing Mix ◽  
Indian Market ◽  
Environment Friendly ◽  
Content Type ◽  
Rural Markets ◽  
Rural Market ◽  
Indian Context

Purpose This study aims to empirically indicate that environment-friendly products may be used as a consumption strategy for improving the environmental well-being of a sizable consumer base and show that there are great possibilities and opportunities available for companies to come up with the right marketing mix for consumers in the rural market. There is a great dearth of empirical research on consumer behavior facets on environment-friendly products for rural market in India. Design/methodology/approach Conclusive cross-sectional descriptive research design has been used to study the environmentally concerned consumer behavior (ECCB) for environment-friendly products with the help of a survey instrument relevant for empirical research. This paper adds to the existing literature by developing one model in the Indian context for the rural market. The research study used exploratory factor analysis and confirmatory factor analysis with structural equation modeling approach to analyze the collected data from consumers. Findings The major finding of the study is that consumers living in rural areas are aware about the environmental movement, but marketers have probably not fully explored the potential for environment-friendly products. The study strongly argues that organizations should leverage on the rural market opportunity in India. It confirms the need to tailor marketing mix for rural markets for determining behavioral dimensions of consumer decision-making. Research limitations/implications This empirical research paper is developed and applied in the Indian context, with special reference to the rural market of the country. Results may change when applied to different rural locations in the same country and/or different countries depending on their demographic variables, psychosocial factors and socioeconomic conditions. The findings of this study need to be viewed within the context of certain limitations of location, social and economic issues. The study provides the initial base for further research on the theme, as there are no such studies available on environment-friendly products. Practical implications This research study is highly useful for the business firms deciding on marketing mix variables for environment-friendly products in rural market scenario in India, and it provides inputs for formulating major policy decisions in marketing. The study provides insights for managers, policymakers and organizations operating in rural markets and working on different facets of environmental protection issues in different forms. Social implications It has been investigated across global markets that human activities have altered the natural ecosystem, so to make natural resources available for the future generation, there is a greater need to achieve more sustainable forms of development. The study provides insights from the rural Indian market for better adoption of environment-friendly products and will motivate marketers to explore the rural market horizon. Originality/value The study has been conducted with consumers who are residents of one small town in India. So far, no study has been conducted, and it is first such attempt to analyze the rural Indian market for environment-friendly products and consumer behavior ever since such products were launched in the country. This study provides an early glimpse into the workings of marketing practitioners who work on consumer strategy formulation and rural marketing decision-making for environment-friendly products.

Pengaruh Lintas Budaya Pada Pemasaran Internasional Dengan Pendekatan Perilaku Konsumen

2017 ◽  
Vol 1 (2) ◽  
pp. 168-176
Author(s):  
Endy Gunanto ◽  
Yenni Kurnia Gusti
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategy ◽  
Consumer Culture ◽  
International Organization ◽  
Future Research ◽  
Special Issue ◽  
Cross Culture ◽  
Several Variables ◽  
Cultural Orientations ◽  
The Impact

In this article we present a conceptual of the effect of cross culture on consumer behavior incorporating the impact of globalization. This conceptual idea shows that culture inûuences various domains of consumer behavior directly as well as through international organization to implement marketing strategy. The conceptual identify several factors such as norm and value in the community, several variables and also depicts the impact of other environmental factors and marketing strategy elements on consumer behavior. We also identify categories of consumer culture orientation resulting from globalization. Highlights of each of the several other articles included in this special issue in Asia region. We conclude with the contributions of the articles in terms of the consumer cultural orientations and identify directions for future research.

Role of Nutraceuticals in Health Promotion and Disease Prevention: A Review in the Indian Context

2020 ◽  
Vol 19 (2) ◽  
pp. 139-145
Author(s):  
Sheena Chhabra ◽  
Apurva Bakshi ◽  
Ravineet Kaur
Keyword(s):  
Health Promotion ◽  
Disease Prevention ◽  
Human Health ◽  
Health Issues ◽  
Scholarly Literature ◽  
Indian Context ◽  
The Impact ◽  
Immense Potential ◽  
Specific Health

Nutraceuticals have been around for quite some time. As the nomenclature suggests, they are placed somewhere between food (nutra-) and medicine (-ceuticals) in terms of their impact on human health. Researches have focused on the impact of various types of nutraceuticals on health, their efficacy in health promotion and disease prevention, and often on suitable uses of certain categories of nutraceuticals for specific health issues. However, we are still far from utilizing the immense potential of nutraceuticals for benefiting human health in a substantial manner. We review the available scholarly literature regarding the role of nutraceuticals in health promotion, their efficacy in disease prevention and the perception of nutraceuticals' health benefits by consumers. Thereafter we analyze the need for regulation of nutraceuticals and various provisions regarding the same.

Measuring Entrepreneurial Self-efficacy: A Comprehensive Scale

2021 ◽  
pp. 239395752110196
Author(s):  
Neha Taneja Chawla ◽  
Hitesh Bhatia
Keyword(s):  
Impact Assessment ◽  
Statistical Methods ◽  
Self Efficacy ◽  
Reliability And Validity ◽  
Entrepreneurship Education ◽  
Education Programs ◽  
Entrepreneurial Behaviour ◽  
Indian Context ◽  
The World ◽  
The Impact

With the increasing popularity of entrepreneurship education programs across the world, the impact assessment of such programs has gathered considerable interest of the researchers. Growing number of studies are including entrepreneurial self-efficacy (ESE) as a key predictor of future entrepreneurial behaviour and hence the scale for measuring ESE is central to majority of studies pertaining to entrepreneurship education and entrepreneurial behaviour. This study attempts to refine the existing instruments for measuring ESE by extensively reviewing the notable scales of ESE in literature and develops a comprehensive scale of ESE relevant in the Indian context. The additional components are added to the existing scales through expert discussions with the academicians as well as entrepreneurs. The scale is further verified for its reliability and validity by using appropriate statistical methods.

Cultural influence on brand loyalty of rural consumers in the Indian context

2017 ◽  
Vol 11 (1) ◽  
pp. 60-72 ◽  
Author(s):  
Rashmi Ranjan Parida ◽  
Sangeeta Sahney
Keyword(s):  
Brand Loyalty ◽  
Influencing Factor ◽  
Cultural Factors ◽  
Business Organizations ◽  
Market Strategy ◽  
Content Type ◽  
Four Dimensions ◽  
Rural Market ◽  
Rural Consumers ◽  
The Impact

Purpose The purpose of the study is to develop a scale to identify and measure cultural factors and brand loyalty among rural consumers. The study also seeks to analyze the impact of identified cultural factors on the overall brand loyalty of rural consumers. Design/methodology/approach A questionnaire was developed to measure cultural factors and brand loyalty of rural consumers. Exploratory factor analysis was carried out to identify cultural factors, and a regression analysis was carried out to study the impact of the identified factors on brand loyalty. Findings Four dimensions of culture were identified from the study, i.e. virtuousness, religion, sociability and ethnocentrism. The analysis reveals that virtuousness is the most influencing factor on brand loyalty of rural consumers, followed by sociability and religion. Ethnocentrism was found to have insignificant influence on brand loyalty. Research limitations/implications The Indian rural market is a market of opportunity and unlimited business potential. An understanding of the cultural factors of rural markets and their influence on brand loyalty would help marketers and business organizations build an appropriate market strategy to explore benefits. Originality/value The paper attempts to explore the influence of certain cultural factors on the brand loyalty of Indian rural consumers, which has not been researched extensively. This provides a good insight for all marketers who want to succeed in this market.

scholarly journals Plan for the worst, hope for the best? Exploring major events related terrorism and future challenges for UK event professionals

2018 ◽  
Vol 4 (4) ◽  
pp. 513-526 ◽  
Author(s):  
Daniel Baxter ◽  
Jenny Flinn ◽  
Lucrezia Flurina Picco
Keyword(s):  
Marketing Strategy ◽  
Significant Rise ◽  
Destination Marketing ◽  
Major Event ◽  
Structured Interviews ◽  
Content Type ◽  
Future Challenges ◽  
Research Findings ◽  
The Uk ◽  
The Impact

Purpose The purpose of this paper is to investigate major event related terrorism and the resulting challenges that event professionals may face when hosting major events in cities as part of a destination marketing strategy. Design/methodology/approach The research was based in the UK due to the significant rise in terrorist activities that have taken place in its urban cities in recent years. The exploratory nature of this study utilised semi-structured interviews with UK event professionals, enabling a preliminary, in-depth investigation of the challenges that events professionals face as a result of major event related terrorism. Findings The research findings identify three challenges faced by event professionals when organising major events: knowledge and understanding in relation to major event related terrorism; the impact of major event related terrorism in terms of responsibility and accountability; and managing for major event related terrorism in budgetary terms. Research limitations/implications The research is limited to the UK, other destinations will pose their own unique challenges when hosting and managing events. It is suggested that this research be evaluated against similar studies in other destinations. This is a preliminary study and each of the topics identified within the findings warrant further exploration in their own right. Originality/value The paper offers an insight into the challenges faced by event professionals in the UK when delivering major events as part of a destination marketing strategy. With the increase in major event related terrorism in cities the findings of this research are of relevance not only to event professionals but anyone with a role in destination and tourism development.

Urban materialities: meaning, magnitude, friction, and outcomes

2012 ◽  
Author(s):  
Roland Fletcher
Keyword(s):  
Detailed Analysis ◽  
Urban Growth ◽  
Community Life ◽  
Changing Trends ◽  
Inherent Problem ◽  
Precise Relationship ◽  
The Impact

The materiality of urbanism encompasses the words and actions by which we relate ourselves to it, the economics of its creation and maintenance, the impact of the material on the viability of community life, and also the long-term trajectories of urban growth and decline. Archaeological approaches to urban materiality tend to focus on how people seek to use the material and also emphasize what the material meant, in verbal terms, to its users. This article focuses on urban materialities, its meaning, magnitude, friction, and outcomes. This article further discusses words, metaphors, and urban materials. In discussing metaphor the material scholars have recognized ‘an inherent problem in the precise relationship between a world of words and world of things’. This article discusses the process of analyzing transformation through time. A detailed analysis on the growth and changing trends in urban industrialization concludes this article.

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