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NMIMS
Global Access
School
for Continuing Education (NGA-SCE)
Course:
Marketing Management
1. Briefly discuss the
various stages of a Product’s life cycle, giving examples of products which are
currently in each of these stages and the marketing strategies adopted by them.
(10 Marks)
Solution: The
product life cycle is an important concept in marketing. It
describes the stages a product goes through from when it was first thought of
until it finally is removed from the
2. Mitsui Fonda, the
world’s leading automobile manufacturer, is considering launching a hybrid
concept car which runs on three fuels: water, electricity and petrol. Priced at
Rs. 30 Lakhs, the company is considering making a foray into the Indian
markets. To assist the company in taking key decisions, prepare an exhaustive
list of all the external environmental variables elucidating all the possible
business, market and consumer related information that would be required by
Mitsui Fonda, to understand the Indian market and consumer. (10 Marks)
Solution: Mitsui Fonda,
needs to consider the following External Environment variables to understand
Indian market and consumer.
External
factors are beyond the control of a firm, its success depends to a large extent
on its adaptability
3. ‘Zeal’ is a cosmetic
brand that has products ranging from suncare to facial moisturisers, deodorant
and shower products for men as well as women. While the women’s range comprises
beauty and skincare products such as sunblocks, moisturizers, day creams, night
creams, shower gels and deodorants, the men’s range comprises grooming and
skincare products such as shaving cream / gel, aftershave balm, day cream,
moisturizer and deodorant. For its range of products, the company targets the
youth ranging from an age bracket of 15 – 30 years. Having gained significant
popularity with consumers and being a trusted brand for the past decade, the
company is now planning to diversify its product range to the next level and
venture into health care products such as honey, energy drinks, immunity-building
beverages etc.
a. Which of the
following strategies will you choose:
·
Extend
the existing Zeal brand to the energy drink segment or
·
Launch
a new brand with a completely new brand identity
Justify with a suitable
argument discussing the pros and cons of the strategy. (5 Marks)
Solution: Instead
of launching new brand I will prefer to extend the existing brand to the energy
drink segment as I have already brand image in market so I don’t have to focus
too much to create awareness of brand instead I will create awareness about new
products added to existing
b. Accordingly suggest
the most suitable target audience and an appropriate positioning for the brand;
given the competition in the health care products (5 Marks)
Solution: Target
Audience for the brand
Since
we already have brand existence in cosmetic brand hence, we will target our
existing customer first especially youth and teenager
Complete Assignment
available for NMIMS
in rs 250 per assignment
only
You can call us 87-55555-879
Within 1 hour will revert you
by mail
Sample only
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