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Brand Management
1.
In a competitive market of commodities, Ali plans to launch Organic milk in a
country where people are new to the concept of organic and heavily rely on
synthetic/chemical products. If Ali wants to launch this product, then how can branding
help him. Define the name for the product & come up with a brand manual
including all brand elements. Also design a marketing plan to push the product.
2.
What is Strategic Brand Management Process that the Ali’s organic milk brand
should follow? Explain the 4 steps.
3.
Mother Dairy Fruits & Vegetables, a company with a billion-dollar (Rs
4,200-crore) turnover, has been a well-established player in NCR known for
products the firm has been largest seller of milk in NCR , with 65% of the
revenue being contributed by milk. Amul entered Delhi market few years back and
in 2011 with in a span on 4years it defeated mother dairy in terms of market
share. Amul procures fresh milk and packages it. Mother dairy adds powder milk
in its products to the tune of 40%. This spoils the taste of the product. Also
Amul is credited with more awareness and knowledge about its products amongst
consumers. Amul is a leader in the ice cream segment of the country. Their
capacity to develop products and gain market leadership helped them gain
substantial share in the NCR region in the milk segment raising question marks
on the brand equity of the company. Mother Dairy has been market leader in NCR
for 35 years. Losing ground to Amul in 2011 in the milk segment is forcing company
to rethink its strategy. They plan to increase their capacity and also expand
procurement of the milk. One of the regions why
Consumer
shifted to Amul has been difference in the taste of the milk. Amul milk is
fresh where as a portion of Mother dairy milk is reconstituted. Mother dairy
sells through its own outlets and home delivery is not possible where as Amul
used channel and home delivery of the milk is possible. Mother dairy milk price
has been less than the price of Amul milk, still a huge number of mother dairy
loyal customers moved to Amul. Now Mother dairy is restructuring its strategy
and systems to combat Amul.
a.
What would you suggest to Mother Dairy for its revitalization plan.
b.
What more challenges you foresee for the brand?
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Consumer Behavior
1.
GSK Horlicks is an iconic health drink for kids. Over the years, the brand has
introduced several variants of Horlicks. What is segmentation and targeting?
Identify the type of segmentation done for each of the following:
·
Horlicks Chocolate for fussy children
who like fun flavors
·
Mother’s Horlicks for pregnant women and
lactating mothers
·
Junior Horlicks for newborns and infants
·
Horlicks Lite for calorie-conscious
adults
2.
What are the steps in the consumer decision-making journey? Describe your
decision-making journey for the following products:
a.
Sugar
b.
Men’s aftershave lotion
c.
Smartphone
3.
a. Explain the different adopter categories in the Innovation adoption process,
taking the example of any innovative product of your choice.
3.
b. What are membership groups and symbolic groups? Discuss 1 membership group
and 1 symbolic group from your life.
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Customer Relationship
Management
1.
Outline a communication plan with an aim to translate the relationship policy
into contact moments for customers in your line of business.
2.
The increase in the quantity of data and the decrease in the available analysis
time have led to a growing need for an inductive method which will assist in
finding useful relationships between (selected) data. Elaborate any 2 such
methods that you use at your workplace.
3.
You are a call centre manager with a decade of experience. In the last 10 years
you have seen customer relationship management evolve in the call centre
industry. Scenario is more competitive and requires out of the box thinking to
sustain and succeed.
a.
Do you prefer working with specialist or generalist call centre agents? What
parameters help you arrive at a decision?
b.
As per your understanding and experience, rate the elements of a call centre in
order of importance? Justify your rating with examples.
International Marketing
1.
United Kingdom recently marched out of EU after a long fought battle for
BREXIT. Companies have started moving out of UK as it no longer remains the
doorway to Europe. Also it has to fight high inflation, labour shortage and
many other issues as an outcome. It would want to project a new Brand of United
Kingdom to the world. You are a part of the team headed by the Prime Minister
of Great Britain, Mr. Boris Johnson, designed to come up with a long term plan
for the same. Can you enlist a few measures, strategies and hurdles you would
face? Use PESTEL Analysis and Global Marketing Strategies to ascertain the
same?
2.
Forever 21 recently shut down many of its operations across the world. It’s a
cult brand that went through massive issues. Critics blame that most of it was
to do with strategies in International Markets outside of USA and labour
issues. Its recent filing of Bankruptcy could have been avoided. If I put you
at the helm of affairs a Forever 21, what strategies would you have suggested
or applied in order to make the drowning brand survive and what hurdles would
you have faced for the same? Use help of Global Market Entry and Global Brand
Development Strategies for the same?
3.
Post its recent launch in London and recent success in other parts of UK, Ola
Cabs plan to enter USA.
a.
They require your services to help them to do a formal research for the same?
b.
Also they would require your help to understand the Cultural and Social factors
which they need to be aware about?
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Marketing Strategy
1.
The Finance Minister, India announced reduction in corporate tax rates in
Sep-2019. Why is it important for companies in Indian Manufacturing sector, and
what are 5 ways (with examples of companies) in which leading companies in the sector
can benefit from the development from the point of view of Marketing Strategy?
2.
Customer buying behaviour plays an important role in Marketing Strategy, and is
affected by four key factors/influences/characteristics. You are working as a
Marketing Strategy Consultant. Help your clients by identifying and explaining
the major influences on buying behaviour with reasons for application in brand
communication/ promotion for the following products/companies/places: (1)
Statue of Unity, (2) Netflix India.
3.
Ravi, a fifth generation entrepreneur, hails from a family with expertise in
food and beverages industry. Ravi founded ‘XYZ F&B’ in 2020 with a vision
to launch and build the first Indian billion-dollar brand in premium
chocolates, and feature among top 3 international brands in the same category
by 2030. Ravi has hired you as a consultant.
a.
Explain various stages and their characteristics in an industry life cycle,
with specific comments regarding the current stage of premium chocolates
industry in India.
b.
There are 5 key ways to identify competitive advantages for a brand/
differentiate from other brands, as a part of differentiation and positioning
strategy; explain these with suggestions in context of ‘XYZ F&B’, and
suggest a positioning strategy for ‘XYZ F&B’.
Sales Management
1.
The management of ABC & Co. is losing sales due to superior product
offerings by their competitors’
Please
help the management of ABC & Co. to change their Product Policy and Product
offerings you may give illustrations for the same.
2.
Trained Man Power is an important aspect for sales growth, how does a company
recruit the right sales Personnel and trains them to meet their objectives.
3.
CASE STUDY - Cipla
Cipla
is one of the biggest manufactures of bulk drugs and formulations.
The
company has introduced several formulations and active pharmaceutical
ingredients (APIs). It commissioned the second phase of its manufacturing
operations in Goa and has entered into a research alliance for
biopharmaceutical products with a Bangalore=based biotech company This makes it
one of the leading Pharma companies of India
Cipla
exports a wide range of APIs and formulations to over 150 countries. Cipla has
entered into new arrangements with leading US generic companies for the supply
of a wide range of finished dosage formulations. They have obtained approvals
from USFDA, MHRA of UK, PIC of Germany and WHO, for most of their drugs. Its
overall profitability was due to the optimisation of resources and
implementation of rigorous cost control measure.
Cipla
focuses on technological excellence and innovation to improve its performance
both in domestic and international market. The company has already accepted the
growing importance of strategic alliances for research, manufacture and
marketing, in the changing business environment.
a.
Outline the Strengths of Cipla in having a competitive edge in the
International market.
b.
Do its arrangements with US companies help in Product development?
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B2B Marketing
1.
Crompton Greaves Ltd is the leader in Indian Domestic market for electric
motors, which conform to Indian & International Standards. The company
faces a severe competition from small scale motor manufacturer as well as large
global players like Siemens & ABB. What suggestions you would like to give
to the company to maintain its leadership position in this product category?
2.
An automobile component OEM manufacturing alternators has appointed your
advertising agency to design the promotional strategy for their product. You
are required to prepare a marketing communication campaign & select
appropriate media vehicle for the same keeping in mind the target audience.
3.
Read the following Case & solve
the questions given:
ABC
is a leading brand of furniture in B2C segment having presence in various
cities in India. ABC now plans to introduce in B2B category by launching a
product line in the office furniture category. It intends to sell both Indian
as well as imported furniture so as to cater to the different needs & wants
of the target audience. It intends to target corporates but is not clear how to
go about marketing & selling it to corporates (B2B) as ABC was always
involved in selling home furniture (B2C).
a.
Suggest positioning strategies to be adopted by ABC for their new product line
in B2B Category.
b.
Suggest a suitable sales promotion strategy for ABC’s new product line of
office furniture.
Business Ethics,
Governance & Risk
1.
Read up on the ICICI Bank-Videocon Loan Case from credible public sources
(website, newspaper, magazines) and answer the following questions. (Kindly
mention only the facts and not speculations or rumors). You can refer to
chapter 9 & 10 to understand the scope of the questions.
Explain
the TWO ethical issues or concern in the ICICI Bank case and the negative
impacts of these issues on the bank?
2.
In 2015 India’s food regulator had banned Maggi Noodles (of Nestle India) after
tests showed that it contained excessive lead and for alleged mislabelling over
flavour enhancer MSG. The product returned to stores after a court lifted the
restriction. Nestlé has since then removed the claim “No added MSG.” You can
refer to chapter 4 and answer the following question.
According
to you, which all internal departments worked together to overcome the
allegation and relaunch the same product in a way that it would earn the trust
of its key consumers and stakeholders? What contributions were made by each of
these departments while work together for this common business objective?
3.
a. As an employee if you become a whistle blower, are you being disloyal
towards your employer? Yes or No? What is/are the ethical reason/s for becoming
a whistle blower?
3.
b. Explain any two reasons to showcase that study and understanding of ethics
makes for a better manager, good business and happy society?
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Integrated Marketing
Communication
1.
You are a baker and have set up your own Bakery. You have the resources and
enough space to fulfill orders in New Mumbai. Describe how would you promote
your brand to maximize the no. of orders per day?
2.
You are the brand manager of a hygiene soap which protects you from germs. You
have launched a campaign to build awareness on the importance of washing hands.
For this the brand has tied up with an NGO to create awareness across the
country especially in smaller towns. How will you leverage this association to
build positive equity for your brand?
3.
Case Study
ICICI ropes in Shahrukh
khan as their Global Brand Ambassador
You
are Brand Manager at ICICI – Retail Banking and have tied up with Shahrukh Khan
as the Brand ambassador.
a.
Think of an interesting active integration of ICICI in the next Shahrukh film.
b.
How would you leverage Shahrukh to promote your brand?
Marketing Research
1.
As a researcher, you need to study how many kirana stores in Mumbai sell Lizol
brand and range of products (Surface cleaner, Bathroom power cleaner &
Kitchen power cleaner.) Which non-probabilistic sampling method would you use
to complete your research? Also state the reasons behind choosing that method.
Also explain as to how you will proceed ahead with choosing the areas /
localities in Mumbai to conduct your research along with timelines.
2.
You are the Head of a Market Research Organisation. Your client has recently
introduced “iD Traditional Filter Coffee Decoction”. Your client wants to
understand how customers are reacting to their recently launched Filter Coffee
Decoction. Draft a Questionnaire containing not more than 20 questions that
would succinctly address the query posed by the client.
3.
You have been recently appointed as a “New Product Development” Head for
Kellogg’s Corn Flakes which operates across pan India. You have been asked to
develop 2 new innovative products as part of their Menu.
a.
Explain the process in detail to arrive at the creation of your 2 new products.
b.
Is there a need to conduct Test Marketing post creation of the 2 innovative
products? If Yes or No, please state your reasons to support your answer.
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Services Marketing
1.
The recent epidemic of Coronavirus has really affected the world very badly.
One of the sectors worst affected are Travel & Tourism. SOTC India has seen
a severe fall in business in the last few months and does not see light at the end
of the tunnel anytime soon. If the situation continues this way, it may lead to
them shutting down many of their branches and laying of many employees. The
sluggish Indian economy is not helping their case too. You are hired as a
consultant by them to suggest possible solutions and strategies in order to
combat this problem? Keep in mind IIHS and the service marketing mix.
2.
The recent judgement by the Supreme Court with regards to AGR has forced
Vodafone Idea to pay a huge amount as fine before the deadline. This hurts the
already bleeding company even more. Post the entry of Jio, the telecom market
has gone through a complete turmoil with the low rates and growing taxation
burden. The situation has turned so bad that Vodafone wants to quit the Indian Market.
The recent price increase has not helped improve the situation a lot. Can you
as a student of Service Marketing analyze the problem at hand and provide
possible solutions and revenue streams or methods to contain losses? Use the
SERVQUAL Model to analyze the same? Also use the concept of Customer Loyalty to
your advantage?
3.
The recent decision by the Indian Government to divide the State of Jammu &
Kashmir into Union Territories and open it for investors of the world has been
met with a lot of cheer by the Industry. Kashmir sure has a lot to offer but it
also brings with it, its shares of problems. Use the Service Branding Model,
Service Communication Model and Moment of Truth to your advantage?
a.
You are a part of the planning team organizing a summit to invite investors
from the service sector to tap Kashmir’s potential. Can you suggest strategies
in order to woo the investors?
b.
Can you also enlist the hurdles that will come by and suggest possible
solutions for the same?
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