. ya. ..u u... u. - .u. I Hana..-\" ..u...u....u._ "nu nu unvaAAu 1...\". > 70% of the sales of table and portable Radios, Bicycle and Cigarettes are from the rural market. > Rural people are very particular when it comes to attributes and aspirations. > Rural consumers are more brand loyal then the urban consumers. F Rural consumers are even more particular about quality and value than their urban counterparts. Since the survey indicated tremendous rural market potential waiting to be tapped "MFL" company decided to enter the rural market with new brand of readymade Garments tailored to suit the need of the Rural Market. The company also decided to advertise the product to ensure knowledge about the company and the readymade garments be made available soon in the market. This was to be supported with sales promotion programmes including wall poster, radio and television advertisement offers of small freebies. 12 For distribution the company decided to see that the product were available at the local shops, with arrangements to have an understanding with the local tailors who would be trained to make alterations to the ready-to-stitch and wear garments in various sizes, patterns and designs for rural customers interested in going for readymade garments. It was also decided to price the products reasonably to care of the competition from the unorganized sector. However, since social sanction plays an important role in rural consumer behavior, the marketing manager Sudesh Alagh was keen to identify the reference group like the village mukhia or panchayat head or local bank manager whose opinions carried out a lot of weight among the rural public. The views and facts expressed by such person can act as positive word of mouth advertising for the company. Questions 1. Do you agree with decision of the company to enter the rural market? Why or Why not? 2. Evaluate the marketing plan of the company. 3. Can you suggest any further improvement in the marketing plan? )hht-lt