To be honest, I always had the perception that rural marketing would be an extremely lifeless course. I had a pleasant surprise when I attended Prof. Anish’s lecture. It was nowhere near the orthodox book based learning. Every session we have attended so far has been lively and educative. Our class has magically transformed into a setting of a rural village each time we attend this course.
We were given an activity recently on the Envirofit case. My classmates as eager as they always are, wanted to take it to the next level. We decided to enact this case so that the learning would be more refreshing and memorable. The core objective of this activity was to understand how Envirofit reached its rural customers and established its brand. This activity also highlights on how people in rural area suffer from Indoor air pollution (IAP) and how Envirofit addressed this environmental issue. We had great fun doing this role-play. Most of it was spontaneous. When we researched more in depth for reference we were all impressed and wondered how Envirofit tapped 160 million consumers out of 225 million with the given uncertain rural circumstances.
I strongly believe that using this innovative form of learning, we learned more on how to reach the untapped market. We analyzed the case from the company as well as the consumer’s perspective. The whole class agreed that it was more of an environmental need for companies like Envirofit to emerge. A few of us came up with strategies on how Envirofit can sustain and compete with the current competitors like first energy and LPG.
On a lighter note, I hope whoever reads this article also watch our video. We played different roles and made it hilarious with the limited props and the limited time we had. A few of us also discovered that we have potential careers as actors. With few giggles here and there the role play turned out to be fun and a good learning experience.
On the whole it was an enjoyable event with an unorthodox learning platform.
We look forward more to get our hands and faces dirty… 🙂
Arjun T (PGPM Marcom batch 2015-16)
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