IGNOU MMPM-008 December 2025 Previous Year Question Paper

MASTER OF BUSINESS

ADMINISTRATION (MBA)

Term-End Examination

December, 2025

MMPM-008 : RURAL MARKETING

Time : 3 Hours Maximum Marks : 100

Weightage : 70%

Note :

(i) This paper consists of two Sections :

(ii) Attempt any three questions from

Section carry equal marks (20 marks

each).

(iii) Section B is compulsory. It carries

40 marks.

CASE STUDY

Internet users in rural India are around 227

million and the numbers are increasing day by

day. Agriculture industry businesses are looking

for different ways to connect and engage with

farmers. Brands are using different platforms

and communication pieces to achieve their

objectives.

In 2022, Netafilm launched a digital marketing

strategy for Flexnet flexible pipes for use by

farmers, which not only created awareness for

the product but also helped to generate sales.

About Netafim

Netafim is a global le ader in smart irrigation

based solutions. Their products and services

range from community irrigation, micro

irrigation, greenhouse and digital farming

solutions to farmers across the globe. This case

refers to their launch campaign for a flexible

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irrigation pipe product called Flexnet, initially

in Maharashtra and Haryana

Objective of the Campaign

 Creating a buzz about the product

 To launch FlexNet flexible pipes through

digital initiatives

 Create awareness and communicate piping

solution effectively

 Drive traction and generate leads for the

product

FlexNet Strategy

 Crafting the communication strategy

 Commuting the value proposition of the

product

 Product comparison with the available

options

The Campaign - Farming Simplified

The company narrates its campaign strategy in

the following words "After doing research and

talking to farmers we realised that it's a tough

task to setup pipes, move pipes and manage

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pipes within farms. Also, farmers are worried

about carrying these pipes , storing pipes and

durability, so considering all these aspects we

came up with the campaign thought

#FarmingSimplified and narrated a story which

showed that doing farming is now simplified.

We started the campaign with teasers by asking

few questions :

Teaser 1 - Can farming become simpler ? and

sharing illustrative videos to illustrate the

simplicity brought in by the product

Teaser 2 - Can there be a cost -effective way to

do farming ? And demonstrating the product as

a highly cost effective solution

Teaser 3 - Can farming be more innovative ?

And showcasing the innovative solution to the

irrigation operations made possible through

these flexible pipes.

The teasers were launched in both Marathi and

Hindi

FlexNet Launch

The product was then launched w ith a film

articulating the performance, flexibility,

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durability, ease with connectors and low labour

cost for entire irrigation system. The film was

made accessible on You Tube to make it

available to smartphone users, which now form

bulk of the farmer pop ulation in the areas

covered for the initial launch.

Multilingual Strategy for Different Geographies

After we launched the film, we crafted a

multilingual strategy to communicate with

different inputs on the product features

including :

 Durability

 Lower Transportation and Storage Cost

 No Snaking or Kinking

 Leakage-free

 Growing higher and better yields in a more

sustainable way

 Labour saving

 Low investment and high returns

 Less wastage of water

 Saves time and energy

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These pieces were communic ated through short

videos in Hindi & Marathi across geographies.

The Impact

Impressive figures on reach, engagement and

leads were obtained, sales conversion was

however low.