RURAL CRUSADER Details & Guidelines (1)

8/3/2019 RURAL CRUSADER Details & Guidelines (1)

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Rural Crusader

Do you understand the pulse of the rural market? Do you think that the rural and the urban markets

are different? Why some products that do well in the urban markets fail miserably when launched in

the rural markets? Where lies the difference… It’s time to discover it and of course, to bridge the

gap.. !!

Here is your chance to be a part of the new wave in marketing - Rural Marketing.

Suggest a complete marketing strategy to successfully launch common urban products in the rural

markets. You will have a chance to devise a complete plan – right from analyzing the market to

designing the advertising elements.

Prizes worth Rs.40000 are up for grabs!!!

EVENT DETAILS

Round 1- Report Submission

Participants have to make a report of maximum 1500 words (excluding exhibits and figures) by

taking any product from any of the 5 product categories given below. The product has to be well

penetrated in the urban market and its current penetration/usage in the rural market should be low

or absent.

1. Electronic Items e.g. Microwave Owens

2. Ready to cook products e.g. Canned Foods

3. Premium chocolates e.g. Dairy Milk Fruit & Nut (which is a premium chocolate considering

the rural market)

4. Personal hygiene products e.g. Sanitary Napkins

5. Child Care products e.g. Diapers

The report should contain a comprehensive marketing strategy to launch the product in the rural

market. The report should cover the following:

1. Market Analysis

2. Product concept with differentiation

3. Accessing the market opportunity using a framework

4. Launching Strategy

5. Distribution Strategy

6. Communication & Advertising Strategy



The report should contain these minimum aspects. However, participants are free to explore other

elements of strategy within the 1500 word limit. Judging would be based on the quality of analysis of the above 6 dimensions and the new dimension, if any.

Round 2- On Campus Round

On the basis of the reports submitted in Round 1, 5 teams would be shortlisted for Round 2. These

teams would be invited to present their strategy during Kronos 2010 to a panel of judges. The

presentation would cover the strategy submitted during Round 1. Each team would be allotted 20

minutes to present their strategy, with an additional 10 minute for a Q&A session. For this

presentation, teams need to additionally design specific advertising elements- a poster, a 30 sec TV

advertisement (in the form of a storyboard or a video) and a 30 sec radio advertisement.

Judging in this round would be based on clarity of strategy, execution strategy, ability to answer

questions and the quality of the advertising elements.

Top 2 teams would be given prizes and certificates.

IMPORTANT DATES

Registration begins – November 2, 2010

Round 1 report submission - November 15, 23:59:59

Shortlist for Round 2 - November 17, 2010

On campus round – November 26, 2010

RULES AND GUIDELINES

This contest is open to Post Graduate Participants from all institutions

The team should comprise of two members, and both members should be from the same

institute. A person cannot be part of more than one team

Registration begins on November 2. For registration, visit our website www.iima-

kronos.com

The product categories alongwith guidelines for the report are available on the event

website www.iima-kronos.com

Round 1 deadline for online submission is November 15, 23:59:59

Entries for Round 1 should be submitted to the Mail ID [email protected]

The report should be in Microsoft Word 2003 or 2007 format, Times New Roman font,

size 12 with 1.5 spacing. The report should contain maximum 1500 words (excluding

exhibits and figures). The cover page should clearly mention the team name, team



members, institute name and the contact details of all the team members. The file name

should be in the format <teamname_institute.doc> or <teamname_institute.docx>

The subject line of the mail should be <TeamName>_RuralCrusader_Submission

The shortlist for round 2 would be declared on November 17, 2010 on the event website.

An email would also be sent to the shortlisted teams

Shortlisted teams from Round 1 will be invited for an on-campus round, to be conducted

at the IIMA campus on November 26, 2010

Participants are expected to stick to the constraints, mentioned in the event structure

details

The evaluation for on-campus round is independent of submission quality in the firstonline round

Decisions made by the organizing committee will be final and binding

Prizes worth Rs.40000 are up for grabs!!!

In case of query or further details, please send an email to ruralcrusader@iima-

kronos.com or contact Himanshu Bhutkar – 09687400376

mailto:[email protected]






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RURAL CRUSADER Details & Guidelines (1)