This 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.
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