Business Daily from THE HINDU group of publications
Thursday, Jan 10, 2008
ePaper | Mobile/PDA Version
Business Daily from THE HINDU group of publications Thursday, Jan 10, 2008 ePaper | Mobile/PDA Version |
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Brand Line
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Books Columns - Book Mark Marketing - Rural Marketing Alternative uses 
Rural Marketing Sanal Kumar Velayudhan Be alert to the new and creative uses for the product you sell, advises Sanal Kumar Velayudhan in Rural Marketing, second edition ( www.sagepublications.com). As example, he narrates a snatch from an earlier work by Das Gupta and Menon, thus: “Pratap Roy of Godrej travelled to Islampur, a remote village in Maharashtra, by his company’s van. After the usual hoopla – music, announcement of fre e gifts – the van made its way to the few shops in the village. There was surprise in store for him…” What was that? “Every shopkeeper wanted to lay his hands on all the bottles of hair dye available. Roy discovered that the farmers who bought from the shops did not want the dye for themselves. They were using it to colour their cattle to make them look younger and healthier.” Compulsory read for every marketer who aspires to target the non-urban consumer. More Stories on : Books | Book Mark | Rural Marketing
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