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Posted By: Jyothi Member Level: Diamond Posted Date: 19 Mar 2008
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2006 Acharya Nagarjuna University M.B.A Business Administration PAPER - III - RURAL MARKETING Question paper
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M.B.A.(Third) DEGREE EXAMINATION, MAY 2006
(B-Marketing Management)
PAPER - III - RURAL MARKETING
Time: Three hours Maximum: 75 marks
SECTION A - (3 X 5 = 15 marks)
Answer any THREE questions
1. (a) Concept of rural marketing
(b) Types of reference groups
(c) Package decision
(d) Message design
(e) Physical intra structure
(f) Product argumentation.
SECTION B - (3 X 15 = 45 marks)
Answer any THREE questions
2. Discuss the Rural Environment in India.
3. Explain the influential aspects of Buyer Behaviour.
4. Discuss the importance of branding decisions to rural marketing.
5. Explain the steps to understand rural media.
6. Describe the participants in rural distribution process.
7. Explain the process of rural marketing in India.
SECTION C - (15 marks)
8. Case Study.
The .McDonald’s Home Delivery. Campaign
The concept per se, is not new, as the delivery business has been running successfully in countries like Brazil, Egypt, Indonesia, Singapore. It is also in line with the international strategy of growing its customer base instead of increasing the number of restaurants. Furthermore, the delivery model is based on the company’s own international standards and is therefore different in some ways than other local chains. McDonald’s is the first in India to have a single toll-free number which customers call to place their order. The call centre determines which restaurant the order should be directed.
According to Mr. Amit Jatia, Joint Venture Partner and Managing Director, McDonald’s [Western India], .Research conducted by McDonald’s has shown that people were ready to try something new and convenient, which would also be value for money.. This encouraged the company to launch kiosks in Mumbai in 2004.
Kiosks are a point of sales with a limited menu and have been introduced to offer a convenient option for people who wish to purchase only desserts. Currently, there are three kiosks in Mumbai at CST, Colaba and Vashi. These kiosks offer a unique new range of desserts and cold beverages, which are 100 per cent vegetarian. The menu comprises of aerated beverages, non-aerated beverages such as iced tea and cold coffee, soft serves, flavour bursts and floats.
SERVING THE SOCIETY
In keeping with its international policy of serving the society, McDonald’s India has also participated in and supported health initiatives like the Pulse Polio Immunisation programme since 1998.
In the year 1998, McDonald.s also started McDonald.s Spotlight, an annual inter-school performing arts competition to provide students with an atmosphere for healthy competition. Since its inception, more than 400 schools across Mumbai and Pune have participated in this event.
Other initiatives include its association with the Nehru Science Centre in the year 2000, to
bring to the schools of Mumbai a science quiz and partnering with the Nalanda Foundation, in the
year 2002, for its Blue Dot Education Initiative for the underprivileged girl child.
Questions:
In the near future the company aims to focus on core markets, get the scale there and then look at further expansion. This context outlines the current market strategy adopted by McDonald’s. It plans to add 10-15 restaurants each year [2004 and 2005] and estimates to total revenue growth of 40-45 per cent over 2003 of which deliveries will contribute 15-20 per cent. Can this strategy help the organisation sustain growth in the long term? What are the changes and challenges that may need to be addressed in the future?
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