Page 142 - DMGT509_RURAL MARKETING

Anand Thakur, Lovely Professional University Unit 8: Rural Product Strategy

Unit 8: Rural Product Strategy Notes

CONTENTS
Objectives
Introduction
8.1 The Product Concept

8.2 Levels of a Product
8.3 Product Life Cycle
8.4 Rural Product Classification

8.5 Product Decisions and Strategies
8.6 Individual Product Decisions
8.7 Product Line and Mix Decisions
8.7.1 Product Line
8.7.2 Product Mix Decisions

8.8 Product Life Cycle Strategies in Rural Markets
8.9 Product Branding in Rural Markets
8.10 Building Brands in Rural India

8.11 Brand Loyalty versus Brand Stickiness
8.12 Fake Brands
8.13 The Fakes Market
8.14 Packaging for Rural Markets
8.15 New Product Development in Rural Markets

8.16 Summary
8.17 Keywords
8.18 Review Questions

8.19 Further Readings
Objectives

After studying this unit, you will be able to:
 Understand the Classification of Products in Rural Markets.
 Build and Manage the brands in Rural Markets.

 Understand the Role and Elements of Packaging Products for Rural Markets.
 Recognize the Role and Importance of After Sales Service.
 Discuss the Relevant Product Decisions and Product Strategies.

LOVELY PROFESSIONAL UNIVERSITY 137