Page 47 - DMGT509_RURAL MARKETING

Rural Marketing

Notes Self Assessment

Multiple Choice Questions:
12. Self employment policy with the assistance from the bank has become a great success in
the ..................... areas.
(a) villages (b) rural

(c) Urban (d) city
13. Remittances from Indians working abroad have also made a sizeable contribution to the
growing rural income and ..................... power.
(a) production (b) financial
(c) distribution (d) purchasing

14. The literacy rate is on the ..................... in the rural areas.
(a) increase (b) decrease
(c) average (d) low
15. Kirloskar and Crompton are leading rural marketers in diesel engines and .....................
machinery.
(a) agricultural (b) business
(c) unit (d) firms



Case Study Emancipation of Rural India – The Amul Saga

he success story of Amul dates back to the pre-independence days of India. Its
founder Mr. V. Kurien is acclaimed as a man with a vision the world over today. He
Thas been asked by several countries to help them replicate the success story that has
become a household name in India today, the Amul Saga.
A lot of people give the advertising pans of Amul the credit for making it a top level brand
in the country. However, Kurien begs to differ; while he agrees that the 'Taste of India"
campaign has been highly successful, he also believes that there is more to Amul than just
the campaign.
Brand versus Contracts
Amul has tens of thousands of contacts everyday. The brand Amul has established itself
so well that it is the brand that has substituted the written contract. The success of brand
as contract has been possible because in the last fifty years Amul has honoured all its
contracts. With the brand substituting the contracts there is a daily renewal of the contract,
as transactions take place every hour or even every minute. The grandchildren of the
first Amul customers have the same faith in the brand as it received in its initial years.
Amul butter, cheese, baby food, chocolates, ice creams and other super products from
the Amul organisation have become household names not only in India but elsewhere
too, for e.g. the US, West Asia and wherever the Indian community is looking for the
Taste of India.

Contd...

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