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CASE-1
A
professor is interested in following whether the "good" students
finish the test earlier or later than the others in the class. He observes a
particular test and gets the following data given below If 'good' students are
those who get 90 and above, can the professor conclude that good students
finish the test randomly (use a 5% level of significance) ?Explain
|
Order of
finishing test
|
Marks Scored
|
|||||||||
|
1 - 10
|
94
|
70
|
85
|
89
|
92
|
98
|
63
|
88
|
74
|
85
|
|
11 - 20
|
69
|
90
|
57
|
86
|
79
|
72
|
80
|
93
|
66
|
74
|
|
21 - 30
|
50
|
55
|
47
|
59
|
68
|
63
|
89
|
51
|
90
|
88
|
CASE-2
The
weight (gms) of 31 books picked from a consignment are as follows:
106,
107, 76, 82, 106, 107, 175, 93, 187, 95, 123, 125, 111, 92, 86, 70, 127, 68,
130, 129, 139, 119,115, 128, 100, 186, 84,99, 113, 204, 111
Test
whether this sample may be treated as random? Briefly explain?
Case-3
A
local supermarket has experienced a decline in unit sales and little change in
rupee value sales. Profits have almost vanished. The chief executive in
searching for ways to revitalize the operation, was advised to increase the
number of hours the market is open for business. He comes to you for advice in structuring
a research problem that will provide relevant information for decision making,
Define the research problem taking care to:
(a)
State the relevant question.
(b)
Enumerate the alternative answers.
(c)
Clearly define the units of analysis and characteristics of interest.
CASE-4
According
to the National Retail Federation and Center for Retailing Education at the
University of Florida, the four main sources of inventory shrinkage are
employee theft, shoplifting, administrative error, and vendor fraud. The
estimated annual dollar amount in shrinkage ($millions) associated with each of
these data sources are as follows
Employee theft $ 17918.6
Shop lifting $ 15191.9
Administrative error $
7617.6
Vendor fraud $ 2553.6
Total $43281.7
Construct
a pie chart to depict these data?
CASE-5
The
market for jewellery in India is second only to that for foods and the trade is
built around so-called family jewelers. Tanishq belongs to the House of Tata
and, true to the group's policy it aims at bringing in credibility and
professionalism to the jewellery industry.
India's
jewellery market is estimated to be worth Rs. 400 billion a year and the share
of the organized sector -jewellery stores and brands managed by corporate
houses - stands at about Rs. 10 billion. This small but significant niche is
largely the creation of Tanishq, a path-breaking effort that has earned a well-deserved
reputation for reliability and excellence, and for introducing pioneering
concepts in an industry where tradition once ruled. The brand has a 40% share
of the organised jewellery market and a 1% bite of the overall jewellery pie.
There are more than 300,000 independent, non-branded jewellery retailers in
India.
Tanishq
was a trailblazing endeavour to create a national retail chain that would
provide consumers with jewellery of reliable worth and high design value. Its
entry changed, in more ways than one, the way the Indian jewellery market
operates. With 66 exclusive outlets spread across some 50 cities and a fully
integrated jewellery manufacturing facility at Hosur, in Tamil Nadu, Tanishq
has emerged as one of India's biggest retailers.
The
introduction of 'Karatmeters' - instruments that can be easily used by
consumers to measure the purity of gold in a non-destructive manner - at its
outlets is a key innovation that has developed tremendous equity for the brand.
Another Tanishq novelty, one on which the brand's growth strategy is premised,
is in the matter of differentiated designs, be they contemporary or
traditional, Indian or international.
Modern
retail values and principles in the selling of branded jewellery in Indiaare
almost completely the handiwork of Tanishq. The brand has broken fresh ground
in retailing by creating exclusive outlets with hitherto unknown in-store
ambience and hospitality touchstones. It has launched new collections at a
quicker rate than its competitors, and conducted marketing promotions and
fashion shows to enhance the shopping experience of consumers.
Although
the purchase of branded jewellery is still a new experience for a whole lot of
Indians, the Tanishq brand enjoys increasing levels of consumer loyalty. In
2002, about one million people shopped at Tanishq stores all over the country.
A highlight of the brand's success is that, while the jewellery market growth
has declined during the past two years, Tanishq has recorded an annual growth
of approximately 40%.
Besides
catering to Indian consumers, Tanishq has successfully entered key export
markets such as the US, the UK, theMiddle East, Singapore and Australia. This
is testimony to the brand's ability to craft products that meet the
requirements of varied cultures and sensibilities. The brand Tanishq, like the Tata
name, has established itself as an ethical brand, earning the respect and
affection of its consumers. The Tanishq portfolio comprises a wide range of
jewellery, including 18-carat studded products, 22- carat plain-gold products,
silverware and coins. Tanishq is the first brand in the jewellery category to introduce
collections designed exclusively for the modern Indian woman, especially
working women. Among the Tanishq collections that have caught the imagination
of consumers are Aria and Diva. Collection G, with a selection of over 90
designs, addressed the everyday jewellery needs of working women. Positioned as
‘9-to-5 jewellery’, the collection is stylish and modern and is designed to
suit all forms of attire, western and Indian, casual and formal. The
introduction of lightweight gold –jewellery that looked heavy but was light in
weight and on the purse –marked another milestone in Tanishq’s brand history.
Tanishq’s
retail boutiques are temples for the brand and are used as a platform for
celebration, be it the launch of a new collection, a new marketing promotion or
a festival. This gives Tanishq outlets a unique appeal and consumers an
opportunity to heighten their shopping experience. One of Tanishq’s more
innovative ideas is to offer special schemes during various festivals. Tanishq
has also initiated a loyalty program called the Golden Harvest Savings Scheme,
which offers buyers the benefit of getting more jewellery than what they have
paid for. The scheme allows consumers to planfuture purchases in advance and
pay for them in easy installments.
In
sync with the Tata brand values, Tanishq is synonymous with trust and purity in
a category that is fraught with questionable practices. Being a member of the
Tata family has meant that it can leverage the group’s well-earned reputation
for ethics and values in a business where such attributes are critical to win
the trust of consumers. Tanishq consumers can afford to take issues such as
purity for granted, and they know they can depend upon the brand to deliver
quality products all the time. The brand’s winning virtues in design and
overall quality have shaped a class of discerning buyers who seek the best in
jewellery products.
Leadership
and innovation are two of the other brand features that Tanishq is consistently
identified with. These values have helped the brand bond with its consumers
like no other Indian jewellery retailer.
Tanishq
has deliberately moved away from mass-media advertising and focused on store
promotions to make the brand more accessible to consumers. This has been done
to correct the consumer perception that the brand is highly priced and only
meant for the rich and the famous. This approach has also ensured that
Tanishq’s promotional approach is product-led.
Read the caselet carefully and
answer the following questions:
1.
Discuss the various bases or criteria for segmenting consumer markets. Explain
Tanishq’s segmentation and positioning strategy.
2.
What are Tanishq’s key brand values or brand strengths? Explain.
3.
What are the strength and weakness of Tanisq
CASE-6
A
recent survey on washing machines conducted among housewives showed that most
of them belonged to middle income households, were generally employed had
growing up children and preferred a compact, easy-to-use, top-loading washing
machine. They wanted a machine that gets clothes clean and comes with a
trouble-free service. If you were the marketer of Whirlpool's washing machine,
how will you use this information for planning your marketing strategy?
CASE-7
A
company wishes to launch a new tooth paste which can effectively prevent
cavities and tooth decay as well make teeth whiter. But the tooth paste markets
is highly crowed with multiple brands. Design a questionnaire to identify
product attributes important to consumers and consumer purchase behaviour. Also
decide the target group on whom the questionnaire can be executed.
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