A 3TA002R

repayment, which can be rescheduled in the event of unforeseen incidents like a bad
crop season, with tenn extensions for a period of up to four years, and so on. Kisan
credit card is valid for up to five years and is dependent on the annual renewals. The
farmers can access the credit through card withdrawals or through bank withdrawal
slips, and also have a passbook to record their transactions.

Questions :

a) Basing on the situation, you are required to design a marketing mix for this product
to be introduced into rural markets in Kerala, so that agriculturists can be uplifted.
b) What kinds of promotion activities can you suggest to Axis Bank?

c) For a company with a primarily urban presence, how would you suggest that they
modify their advertising message, media chosen and timing of their advertisements
for the rural markets ?

d) Analysing the situation, enlist the obstacles to be faced by Axis Bank in marketing
this product.

(20 marks)

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