“Fertilizers on Wheels”
Posted by Joe CannonThis article (“Fertilizers on Wheels,” The Wall Street Journal, October 16, 2009, no subscription? click here) and short video (2:39, see below) describe the marketing strategies for two different firms selling fertilizer to farmers in rural India. The video provides an interesting addition to class because it gives students a look at rural India. The topics covered include selling to businesses, integrated marketing communications, and distribution – all in the international context of a developing country. I showed this video in class after lecturing from our first promotion chapter. I asked students to think about why I thought this reflected IMC and to note the different types of Promotion they observed. A variety of different forms of promotion (even sales promotion) are demonstrated and can be tied to the AIDA model.
Tags: emerging market, India
This entry was posted on Saturday, November 21st, 2009 at 10:36 am and is filed under B2B, Integrated marketing communications, International, Place, Promotion. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.