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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/428

Title: NATUReal's Growth Options: Rural or Urban Markets?
Authors: Nair, Satish K.
Chawla, Vijay
Keywords: Rural Marketing
Urban Market
Rural brand communications
Brand portfolio management
Brand positioning strategies
Value delivery and rural brand building
Developing a marketing plan
Issue Date: 5-Apr-2008
Publisher: Indian Institute of Management Kozhikode
Abstract: The case seeks to address issues in brand management with a specific focus on rural marketing and covers the concepts of brand elements, brand extentions, brand positioning strategies, corporates/umbrella branding versus individual brand names and channel management issues. The case is positioned for use in courses as introductory msrketing management, brand management, rural marketing and integrated marketing communications.
URI: http://hdl.handle.net/2259/428
Appears in Collections:Conference on Marketing to Rural Consumers

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