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NMIMS
Global Access
School
for Continuing Education (NGA-SCE)
Course:
B2B
Marketing
Internal
Assignment Applicable for September 2019 Examination
1. Fortis Hospitals wants to
increase its sales by focusing the Business markets where
Organizations would buy
preventive health check-up packages for their employees.
They have developed various
packages to attract business markets.
Propose a suitable pricing
strategy that Fortis should use for its organizational
customers.
2. Excellent
Roller, company are the famous rubber roller manufacturers in India. They
have got into a
technical collaboration to produce Teflon rollers which are used in
coating and
printing machines. Rubber rollers which is used generally are prone to
damages compared to
Teflon rollers. ERPL is planning to launch product using
advertisements. Do
you agree for an advertisement campaign for an industrial
product? If so why?
What are the ways in which ERPL can advertise? What are
alternate methods? (10
Marks)
3. Read the
following Case & solve the questions given:
Mr. Sunil Mathur,
Director, Raj Doors Pvt Ltd, was not sure what kind of marketing
strategies, segment
and target market he should use in order to achieve the company
goals on sales and
profitability. The sales and profits were not growing as per
expectations of Mr.
Mathur.
Sunil Mathur joined
the family business in 2006 after completing graduation in
Electronics
engineering and MBA from a reputed institution in India.
The company
manufactures and markets plastic doors (GTEX brand) for bedrooms,
bathrooms, office
rooms, balcony etc. These non-wood doors can be used for
residential houses,
institutions like schools, office, hospitals as well as commercial
shops, malls etc. The
market for plastic doors was growing at the rate of 50% annum.
Raj Door was having a
market share of 14% in the year 2008. Kintex and Aptak were
the leading players
with market share approximately 28% and 20% respectively.
Balance market was
dominated by smaller players as well the players in the
unorganized sector.
The market was overall dominated by wooden doors. The market
was highly fragmented
with no player commanding more than 4% of the market.
Unorganized sector was the dominant
player in the wooden door market. Mr. Sunil
was determined to make the
company as market leader of the overall door market
(both wooden and plastic) in the
next ten years.
The company had segmented its
market into the following segments(a) government
organizations like CPWD, Ministry
of Defence, Railways etc.;(b) Residential house
built by builders ;( c)
commercial organizations and institutions ;( d) individual house
owners built by individuals ;( e)
fabricators. ‘We have targeted all the above market
segments for plastic doors,
excepting those who want wooden doors’ said Sunil
Mathur. He further added that
their sales personnel regularly contacted contractors
who get business from government
organizations, where lowest price and good aftersales-
service are the key buying
factors. However, when sales personnel call on
builders for residential and
commercial complexes for getting orders, Superior
product quality and services are
the most important factors that they have to keep in
mind. For house owners and
fabricators indirect channel of dealers are used. They
mostly look for low prices and
delivery service. The company developed three subbrands
under GTEX brand. These are
Solidex, Fibrex and Lightex. Solidex brand
was suitable for government
firms, institutions, individual houses with medium
quality and medium to low prices.
Fibrex brand with high quality was suitable for
builders and a few individual
house owners. Lightex brand offered lower quality and
low prices for replacement market
and a few individual house owners.
a. Evaluate how the buying
behavior is likely to be different in the Commercial offices
from individual households. (5
Marks)
b. Develop a marketing strategy
with focus on: Strategic orientation (whether you
would like to be leader,
challenger or follower)? Discuss its implications.
(5 Marks)
NMIMS
Global Access
School
for Continuing Education (NGA-SCE)
Course:
Business:
Ethics, Governance & Risk
Internal
Assignment Applicable for September 2019 Examination
Its Questions SAMPLE ONLY
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1. The
ubiquitous cctv cameras are everywhere and meant to monitor as well as protect
you in your
workplace. What according to you are the pros and cons of using video
surveillance in work
place for monitoring employees (two each)?
(10 Marks)
2. In your
organization, ‘Smart Solutions’, a midsize IT services company, one of your
senior team member
has turned whistle blower, blowing whistle on malpractices
employed by the
business. While discussing the issue of ‘Whistleblower versus
organizational
loyalty’, informally with your other team members, what according
to you are the four
important points that need to be addressed in this discussion?
List those four
points and explain your point of view on each of them.
(10
Marks)
3. a. You are
Business Head of Ben & Jerry ice cream in Sri Lanka. One day you
discover that the
most senior officer of your company’s venture in Sri Lanka has
been ‘borrowing’
equipment from the company and using it in his other business
venture. When you
confront him, the Sri Lankan partner defends his action. After
all, as part owner
of both the companies, isn’t he entitled to share in the equipment.
How will you deal
with such cross cultural gray areas and what tools will guide your
decision making
process? (5 Marks)
3. b. ‘Professionals
such as accountants and lawyers have duties and obligations that
other people do
not.’ Why is that so? Discuss your point of view and its supporting
arguments. (two
points of view with explanation is good enough) (5
Marks)
**********
NMIMS
Global Access
School
for Continuing Education (NGA-SCE)
Course: Integrated
Marketing Communications
Internal
Assignment Applicable for September 2019 Examination
1. You have just opened your own
Restaurant. You have planned an inaugural rate for
customers to visit and taste the
food. Describe the P’s of marketing mix. Describe the
Promotion plan on How would you market your brand to
maximize your sale? (10 Marks)
2. You are the brand manager of a
Toddler’s toys Brand. Your company has tied up with a
kid’s movie to attract the
toddler’s. How will you leverage this association to build equity
for your brand? (10 Marks)
3. Case Study
Increase Market
Share for Online Pharmacy
Source: PTI feed India Today
The overall Market size of online
Pharmacies is at Rs. 800 Cr. It is estimated to grow at 20%
as more and more people move into
buying online medicines. Metlife offers the medicines at
a 20% lower rate. While it has
been growing, the overall share of all the top players put
together is only 2%. Metlife aims
to increase its market share thereby increasing the volume
of medicines bought online.
a. In a growing market with other
serious players, how would you approach IMC to
increase the market share? (5
Marks)
b. Metlife has created an audio
visual ad for creating awareness about authentic medicines
delivered at the doorstep.
Explain the 9 elements of communication for the ad.
(5 Marks)
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NMIMS
Global Access
School
for Continuing Education (NGA-SCE)
Course: International Marketing
Internal
Assignment Applicable for September 2019 Examination
1. You are the
manager of a European company and now want to set up a
manufacturing unit
in Asia to lower your cost base as well as to address the
growing Asian
market. You have a choice of setting up either in India or in China.
Evaluate the two location options of
setting up the Plant and Business on basis of
International
Business & Marketing Environment parameters to come to a decision.
(10
Marks)
2. You are the CEO
of a Mining Equipment company and wish to enter India. You
have a strong
global brand and generally potential customers in India know about
your brand.
Evaluate any 3 entry options to enter into India. Which of the market
entry options would
you finally choose & why? (10 Marks)
3. The Sri Lankan
Shampoo market has strong growth and reasonable volume. The
market is dominated
by Unilever and P&G which have more than 85% market
share amongst
themselves. The rest 15% percent are scattered between 2-3 local
players. Unilever and
P&G are at similar price point while all the other local
players are about
10-15% cheaper in prices. The top two parameters of buy of the
consumers there are
Long Hair & Dandruff in that order. While Unilever positions
itself more on long
hair, P&G is more strong on dandruff platform, Other local
players are mixed
(confused?) positioning. One of the biggest reason for lower
market share of
local players is perception of poor quality of packaging and
product. Both
Unilever and P&G manufacture in India and export to the Sri Lanka
market.
You are an Indian
FMCG player with Shampoo in your portfolio and have a
reasonable share in
the Indian market on herbal platform. You are now eyeing that
market where there
is no clear number 3. You have decided to export your product
to the Sri Lanka
market
PLEASE CHECK BELOW
a. Suggest what
would be your pricing strategy for the new brand of shampoo that
you would introduce
in Sri Lanka market based on the information. (5 Marks)
b. Suggest the
possible brand positioning for your Shampoo. (5 Marks)
**********
NMIMS
Global Access
School
for Continuing Education (NGA-SCE)
Course: Marketing
Research
Internal
Assignment Applicable for September 2019 Examination
1. 40 years back,
Sita Travels was a renowned brand in Delhi, in the travel and tourism
industry. The
company boasted of a loyal clientele, competitive travel packages,
efficient and
motivated employees and a vision to become the No. 1 player pan India.
In those days, the industry comprised
few players hence there wasn’t too much
competition to be
faced. However, in recent times, with the online platform and
players emerging
such as Makemytrip, Trivago, Yatra etc. offering packages at
throwaway prices
and reaching out at minimal costs to the mobile savvy, internet
savvy consumer, it
is indeed giving the traditional companies a run for their money.
Loss of clientele,
revenue and market shares have made Sita Travels sit up and
wonder as to what
needs to be done to address this issue. Towards this management
problem, state the
research objective(s) and propose a research design for this study;
describing the
secondary and primary sources of data, research design, research
method, target
respondent, contact method etc. (10 Marks)
2. The beauty care
industry comprising make-up, personal care, skin and hair care
product categories,
grapples with a lot of controversy around the safety of products,
rampant use of
colour and chemicals, products being carcinogenic and unsafe for us.
While some
marketers have seen this as a market opportunity to sneak in with socalled
natural, herbal,
ayurvedic products, for the larger majority, this still remains a
challenge. The
Beauty Care Industry Association is planning to conduct a research
to examine the
consumer psyche: her consumption and purchase habits, her attitude,
satisfaction
levels, perception about different products, opinion about carcinogenic
elements and
unsafety etc. It has been decided to conduct a quantitative,
questionnaire-
based survey among women from all socio-economic sections. The
industry wants to
identify the key factors associated with the decision-making of
products among
women; based on advanced analytical tools. Design a questionnaire
keeping in mind all
the research objectives of this survey and the appropriate scales
that should be used for advanced
analysis. (10 Marks)
3. A national chain
of casual and formal men’s wear is interested to understand the
preferences of men
when it comes to the purchase of clothing. The objectives of the
research are:
To understand the
preferences of clothing by occasion
To understand
differences in preferences by income group and geographical area
To understand
satisfaction of customers with their brand vis-Ã -vis other competitor
brands
In particular, the
management wants to understand the as to how the buying
behaviour or
preferences of men for clothing are influenced by variables such as (1)
occasion of use (2)
geography of the customer (3) income group of the customer and
(4) competition
A list of customers
has been procured from internal company records. Their personal
records also
include information on their personal income and geography.
a. Assuming that
the management has entrusted you with this research, if a sample has
to be drawn from
this sampling frame, which sample selection method would you
choose and why?
Suggest any two methods and justify your answer. (5 Marks)
b. If you have to
prepare an Analysis Plan for this research, which simple and advanced
analytical tools
will you recommend for analyzing the data ? Suggest atleast three
tools and support
with a justification. (5 Marks)
***************
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NMIMS
Global Access
School
for Continuing Education (NGA-SCE)
Course: Services
Marketing
Internal
Assignment Applicable for September 2019 Examination
1. A woman entrepreneur is
planning to set up an e-shop for a range of costume jewelry
made of silver and semi-precious
stones. Saira’s is the jewelry brand which is being targeted
at girls and women aged 13-50
years. Since she doesn’t have lavish budgets to promote
Saira’s, she is evaluating the following routes:
Home shopping networks offered
by cable operators and digital TV operators.
Word-of-web through social
networking sites such as Facebook and Twitter,
consumer blogs etc.
Online stores such as Amazon,
Flipkart, Snapdeal, Myntra and also setting up
company’s website
Home-parties or kitty parties
of women; an option based on word-of-mouth and
consumer referrals
Exclusive outlets in prime
locations of the city
What are the various strategic,
tactical and locational considerations / factors that she
should keep in mind for deciding
the most appropriate channel (s)?
(10 Marks)
2. V4kids.com is a recently
launched online / e-tailing store which sells a wide variety
of kids products for the
age-group 2-12 years, ranging from stationery and school
supplies, clothes, shoes, toys,
board games, gaming apps, sports equipment, books,
magazines, e-book readers,
tablets, notebooks / mini-laptops, ipods, etc.
Currently, V4kids.com faces
competition from online stores such as Amazon,
Snapdeal, Flipkart, Babyoye,
Firstcry etc. besides the traditional retail brands such
as ShopperStop, Hamleys, The Toy
Store, Child Junction etc. and also the retail
counterparts of online stores
such as FirstCry store - which offer a wide range of
children’s products.
To reach out to the market,
V4kids.com is planning to create awareness about its
online store, the range of
products, membership programs and its weekly hot deals –all in one go. For this
purpose, V4kids.com is planning a slew of advertising
campaigns across different media.
Discuss the 5W’s of the
Integrated Service Communication Model for V4kids
(10 Marks)
3. One classic advertising and
service recovery strategy used by companies involves
turning a disadvantage into an
advantage. For example, a small car rental company
who did not meet customer
expectations, ran a campaign “we are trying harder”.
Recently, the Domino’s pizza
chain took such an approach to the extreme. Marketers
developed an advertising program
to address the problem of slowing sales in a
declining economy. The first wave
of television commercials featured clips of
consumers in focus groups,
discussing Domino’s, providing statements such as
“Worst pizza I ever had; totally
devoid of flavor”, “Domino’s pizza crust is to me
like cardboard” and “The sauce
tastes like ketchup”.
Domino’s had been able to
maintain its market share during the economic downturn.
At the same time, employees and
company managers were concerned about the
quality of the products being
offered. The advertising program was created to
apologize for poor quality pizza
with the promise to do better by creating pies with
improved ingredients and better
recipes, which lead to a complete menu overhaul
during a 4-year period beginning
in 2008. “We think that going out there and being
this honest really breaks through
to people in a way that most advertising does not”
explained the CEO Patrcik Doyle.
Some marketing experts expressed
concern that consumers would not listen carefully
to the message. They would hear
the part about poor quality but not the part about
improving. Doyle believed that the risk was worth
taking.
When the roll-out of new and
improved pizzas at bargain prices commenced, a new
advertising campaign was
launched, featuring the comment, “We are only as good
as our last pizza. So tell us how
yours was” followed.
Domino’s had already introduced
the pizza tracker feature to its website, which
allows customers placing an
online order at the Domino’s website to follow the
progress of the order from the
shop to the front door. Users receive an email directing
them to the order tracking page
within seconds of placing an order and without
having to refresh the page, are
told precisely when their pie is placed in the oven,
checked for quality assurance and
dispatched to their home. The pizza tracker
informs the customer who was
responsible for an individual pizza during
preparations and delivery.
Following the completion of the
transaction, the customer can provide feedback
directly to the store where the
pizza was made, which opens lines of communication
with individual stores and
managers rather than the larger corporation. The pizza
tracker program insists that
individual store owners will listen when customers are
dissatisfied. By naming the
actual individual responsible for any service failure, the
store manager can improve
operations on an employee- by- employee basis. Over
the course of the next apology
campaign and new emphasis on customer feedback,
sales increased dramatically
during the next two quarters.
The company once again was
willing to risk customer backlash, even mildly taunting
the pubic with the “Oh yes, we
did” tag line. Time will tell if these two maneuvers
will generate long-lasting,
positive effects for the company.
PLEASE CHECK BELOW
a. Evaluate the
Service Recovery System of Domino’s and suggest few other
innovative methods to
recover the customers (5 Marks)
b. Create a Service
Blueprint for Domino’s home delivery operations covering all the
various methods of
placing an order (5 Marks)
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