Rural-Marketing-Manual

Jun 18th, 2015
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Albany State University
Course: general
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The demographic segment residing at the bottom of the socio-economic pyramid, has, of late captured the attention of the academia and business. The reasons are many. First the segment provides the allurement of an uncontested market and opportunities there of. Secondly, it provides an opportunity for the business to discover and leverage new and exciting competencies and managerial capabilities.

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Rural MarketingAcademic Year: PGP 2012-141OverviewThe demographic segment residing at the bottom of the socio-economic pyramid, has, of late captured the attention of the academia and business. The reasons are many. First the segment provides the allurement of an uncontested market and opportunities there of. Secondly, it provides an opportunity for the business to discover and leverage new and exciting competencies and managerial capabilities. Third, it provides the business, an opportunity to identify the grass root innovations, adapt and adopt the same within the systems and processes of the business organization.In this course we intend to analyse the commercial and social marketing innovations, brand building and value co-creation practices developed by some of the organizations that are operating at the Bottom Of the Pyramid (BOP).Introduction and Course Objective:This course will focus on understanding and utilizing the huge potential in the Bottom-of-the Pyramid (BOP) market in India and other developing nations. The key deliverables of the course are: To sensitize the participants with the challenges and distinctive innovations characterizing the BOP marketTo inculcate a deep understanding of the consumer decision making at the BOPTo facilitate the participants with the aspects of brand building at the bottom of the PyramidTo inculcate the innovative marketing strategies with a view to earn economic revenue from

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