NMIMS
Global Access School for Continuing Education (NGA-SCE) Course: Brand Management
Internal
Assignment Applicable for December 2019 Examination
1. The market size
of India’s beauty, cosmetic, and grooming market is expected to reach $ 20
billion by 2025 from the $ 6.5 billion, with the rise in disposable income of
the middle class and growing aspirations of people to live a good life and look
good. This was surely a huge opportunity for Nivea brand in India.
The 120-year old, Hamburg (Germany) based Beiersdorf has often
been credited for meticulously building the Nivea brand into the world's number
one personal care brand. According to a survey conducted by A C Nielsen in the
late 1990s, the brand had a 15% share in the global skin care products market.
While Nivea had always been the company's star performer, the 1990s were a
period of phenomenal growth for the brand. By successfully extending what was
essentially a 'one-product wonder' into many different product categories,
Beiersdorf had silenced many critics of its umbrella branding decisions
For year ended December 2017, Beiersdorf surpassed HUL in the
deodorants segment for the first time, with an 8.7% share of the urban market,
compared with HUL’s Axe that had 7.7% share. A year ago, HUL’s share was 8.3%,
versus Nivea’s 7.1%. Since 2011, Nivea India has been the fastest growing
affiliate within Beiersdorf’s operations. “In all the segments that Nivea has
entered, it has gone from being an insignificant brand into one of the top
three brands in the category,” said Rakshit Hargave, SVP for Beiersdorf India
and Sub-Saharan Africa. “In 2016, Nivea has outgrown the category by three
times and has been able to beat market sluggishness in the December quarter.”
(Source:https://economictimes.indiatimes.com/industry/cons-products/fmcg/we-are-market-leader-in-some-sectors-against-the-mighty-hul-nivea/articleshow/57678531.cms
Source:https://www.oreilly.com/library/view/marketing-management-indian/9789352861859/xhtml/chapter011.xhtml)
Evaluate the positioning of Nivea and discuss how the positioning
strategy has led to the brands success.
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2. Iconic US superbike maker Harley-Davidson is planning to
launch a mid-size motorcycle in the 250-500 cc range for emerging markets as it
eyes major gains in India and plots to challenge Royal Enfield’s leadership
position. Harley-Davidson will be addressing this fast-growing segment through
a strategic alliance with a manufacturer in Asia after a tieup between TVS and
BMW and one between Bajaj Auto and Triumph Motorcycles.
Announcing new mid-term plan till 2027 named ‘More Roads to
Harley-Davidson’, the US giant said it is developing small-displacement
(250-500 cc) bike for Asia’s emerging markets through a strategic tie-up with a
manufacturer in Asia. This new product and broader distribution is intended to
fuel Harley-Davidson’s customer access and growth in India, one of the largest,
fastest growing markets in the world, and other Asia markets,” the company said
in a statement. Harley-Davidson plans to offer its most comprehensive lineup of
motorcycles, competing in many of the largest and fastest growing segments with
a full portfolio across a spectrum of price points, power sources,
displacements, riding styles and global markets.
Source:https://economictimes.indiatimes.com/industry/auto/auto-news/with-india-in-focus-harley-davidson-to-come-out-with-250-500-cc-bike/articleshow/65200522.cms
Examine the brand personality of Harley-Davidson and its relevance
in a promising market like India. (10 Marks)
3. In the
increasingly competitive environment of business, the development and launch of
new products has become an important competitive tool. In a crowded
marketplace, there is greater need for differentiation; in markets that are
stagnant there is pressure to create excitement. The Dove brand started its
life in 1957 in the US, with the revolutionary new
beauty cleansing Bar. With its patented blend of mild cleansers
and ¼ moisturizing cream, it is #1 Dermatologist Recommended brand in the US.
Today apart from its moisturizing soap, Dove has extended the
brand by launching many new products like: Body Washes, Hand and Body Lotions,
Facial Cleansers, Deodorants, Shampoos, Conditioners and Hair Styling products.
In India, Consumer goods major Hindustan Unilever launched a brand of soap in
1990s that was considered expensive, frightfully expensive, for the times we
lived in. For about Rs 30 for a bar, it was nearly twice as expensive as any
toilet soap brand that was then sold in India.
Dove did what it does best all over the world - not use
supermodels to endorse the brand. Rather it got real women who used the product
to give testimonials of their experience with the brand. In India, Doves brand
team in the 1990s decided to adopt the same line of thought for the Indian
market too. In some ways the brand was the opposite of Lux, the beauty bar of
film stars. Dove showed beauty in ordinary people. Dove extended to shampoos in
2007, the brand decided to take the similar route. However, this time around
user-generated content had started becoming very popular. HUL tied up with
online service providers and even took content generation offline. Camera crews
in Mumbai, Delhi and Bangalore asked women questions on hair care. In less than
two weeks about 1,000 minutes of video footage was recorded and uploaded on
popular portals. In a span of 9 days, over 250 women were interviewed and 1,000
minutes of footage recorded. This content when uploaded online elicited a huge
response and according to HUL took the online involvement of consumers to a new
high. Then talking about damage to hair in the daily routine of real women like
how staying in an air-conditioned environment strips hair of
moisture and so on, were highlighted. Not willing to give its damage care
expert image to the competition, Dove has even extended rapidly into hair
conditioners and hair masks.
(Source:https://economictimes.indiatimes.com/the-secret-of-doves-success/articleshow/5095968.cms?from=mdr)
(Source : https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3123594)
a. Evaluate the brand extension strategy of Dove. (5 Marks)
b. What are the reasons for
the success of Dove in other categories and the potential benefits to the
parent brand? (5 Marks)
NMIMS
Global Access School for Continuing Education (NGA-SCE) Course: Consumer
Behavior
Internal
Assignment Applicable for December 2019 Examination
1. What are the steps in
the consumer decision-making journey? Describe your decision-making journey for
the following products: (10 Marks)
(a) Luxury Watch
(b) Breakfast Cereal
(c) Protein Shake
2. What is Just Noticeable Difference? Brand A has decided to
increase its price by Rs. 2, the j.n.d for this product category has been found
to be Re 1. Brand B has made changes to its product formula to make it last for
4 days more, the j.n.d for this product category has been found to be 3 days.
Explain the implication of j.n.d for Brand A and Brand B?
(10 Marks)
3.
a. In context of Consumer Personality, what is the Self-Concept?
Explain the 4 types of Self-Image. (5 Marks)
b. Explain the 4 elements of
Consumer Learning with an example. (5 Marks)
NMIMS
Global Access School for Continuing Education (NGA-SCE) Course: Customer
Relationship Management
Internal
Assignment Applicable for December 2019 Examination
1. In your opinion what differentiates the relationship you share
as a customer with your hair stylist versus the sales person at a huge
departmental store? How can the relationship be classified and what aspects
contribute to it?
2. As a marketing professional, which phase of data analysis
requires your most attention and why? (10 Marks)
3. Snigdha is the Campaign Manager in Unexplored Destinations
Tours & Travels Pvt. Ltd. She is responsible for running successful
campaigns so maximum tours are booked with their organization. She is handling
a relatively raw team and needs to handhold them to achieve the objectives.
a. The team needs an overview of campaign management. How can
Snigdha explain the same to her team in an effective manner? (5 Marks)
b. What different kinds of
campaign can they run in order to achieve the organizational objective? (5
Marks)
NMIMS
Global Access School for Continuing Education (NGA-SCE) Course: International
Marketing
Internal
Assignment Applicable for December 2019 Examination
1. Due to US President Donald Trump’s policies it is becoming
difficult to export steel components to US. You are a big exporter of auto
components to the US. Hence you want to evaluate setting up a new Plant in
America and also explore option to expand in that market. Evaluate whether you
would like to set up Plant in the US or Mexico on basis of International Business & Marketing
Environment parameters to come to a decision. Both countries are now part of
NAFTA agreement. (10 Marks)
2. You are the CEO of a FMCG company and wish to enter China. You
have a strong global brand. Evaluate any 3 entry options to enter into China.
Which of the market entry options would you finally choose & why? (10
Marks)
3. The LEGO toys market has strong growth and reasonable volume
in India. The Toy market is dominated by Mattel and many smaller Indian players
in this segment. Mattel enjoys a 30-50% higher pricing compared to other
leading Indian brands. As LEGO you have decided to enter the Indian market in
India in a big way either by setting up own manufacturing.
a) Suggest what would be your pricing strategy for the Indian
market. (5 Marks)
b) Suggest
the possible brand positioning for your LEGO Toys. (5 Marks)
NMIMS solved assignment available for session
December 2019,
your last date is 2 December 2019.
Lowest
price guarantee with perfect quality on our website
www.aapkieducation.com
Charges INR 199 per assignment only. For
other information you can get via mail or Whats app also
After
mail, we will revert you instant or maximum
1 hour.
Otherwise
you can contact on our whatsapp no also
08791490301. You can call also for any help, Contact no is 87-55555-879.
NMIMS
Global Access School for Continuing Education (NGA-SCE) Course:
Marketing
Strategy
Internal
Assignment Applicable for December 2019 Examination
1.
Tata Starbucks is a 50:50
joint venture between Starbucks and Tata Global Beverages (TGBL) in India. Tata
Starbucks opened its first store in India in Oct-2012, and as of Aug-2019 had
c. 157 stores in India. “Our continued growth in topline and sensible approach towards
expansion will help us achieve break-even by March 2020. Coffee business in
India is growing substantially. The coffee culture is being spearheaded by
millennials, upwardly mobile and people who travel and understand brand. Two
years ago, we set up 25 stores (in a year). During last fiscal 2018-19 we added
30 stores. This year we will beat that number substantially and by end of March
2020, we will have added many more stores than we added in the past.” – Navin
Gurnaney, CEO, Tata Starbucks (source: The Hindu BusinessLine, 7-Aug-2019).
Tata Starbucks achieved sales of c. INR 442 crores in the financial year ending
Mar-2019 (source: the Hindu BusinessLine, 7-Aug-2019). You work as a Marketing
Strategy consultant; provide recommendations regarding growth strategy to help
Tata Starbucks increase the sales 5 times by Mar-2024 (relative to sales in
financial year ending Mar-2019). (10 Marks)
2. Founded in 1946, and incorporated in 1958 in Japan, Yonex
(www.yonex.com) is a well-known brand and manufacturer of sports equipment for
badminton, tennis, etc. Inspired by the success of PV Sindhu and Saina Nehwal
in international badminton tournaments, Prakriti, a first generation
entrepreneur founded ‘ABC’ in 2019 with a vision to build the first Indian
billion-dollar brand in sports equipment and related products/services, and
become No. 1 brand in the category in India by 2025. Prakriti has hired you as
a consultant; review and analyse the Marketing Strategy of Yonex and its
competitors in India, and provide recommendations on Segmentation, Targeting
and Positioning Marketing Strategy for ABC in badminton rackets category. (10
Marks)
3. Colgate-Palmolive (India) Ltd. (hereafter referred to as
Colgate) achieved sales of c. INR 4,500 crores in FY 2019, having grown at a
compounded annual growth rate (CAGR) of c. 4.5% since FY 2014. Pacol, an
entrepreneur, is planning to build INR 1,000 crores (in sales) brand ‘Pacol’ by
FY 2025 in the Oral Care products category in India, and has hired you as a
Marketing Strategy consultant. Review and analyse Colgate’s Marketing Strategy
in India.
a. Explain various stages and their characteristics in industry
life cycle, with specific comments regarding the current stage of Oral Care
products industry in India. (5 Marks)
b. There are 5 key themes/ ways to identify competitive advantages
for a brand/ differentiate from other brands, as a part of differentiation and
positioning strategy; explain these with suggestions/examples in context of
‘Pacol’. (5 Marks)
**********
NMIMS
Global Access School for Continuing Education (NGA-SCE) Course: Sales Management
Internal
Assignment Applicable for December 2019 Examination
1. Synergy computer systems has 3 sales executives in Mumbai. Their
performance for the month of April – June 2019 is detailed below. You are the
territory manager in charge of their performance.
|
Name of the executive
|
No. of sales calls
|
No. of orders
|
Actual Sales INR
|
|
Sanjay Mishra
|
1550
|
350
|
350,00,000
|
|
Tapan Sharma
|
1100
|
280
|
280,00,000
|
|
Supriya Ghosh
|
1600
|
580
|
580,00,000
|
Critically evaluate the performance of the sales executives. What
are the steps you can take to improve the performance? (10 Marks)
2. Connect with a senior sales person from two industries – IT
industry (such as TCS, Infosys or any other company) and consumer product
industry (such as P&G, Dabur or any other company). Study and prepare the
sales organization structure of these two companies.
(10 Marks)
3. Orion Fashions Ltd is a fashion brand in India. They are
predominantly in fashion wear from men and women. The company has 3 plants in
India and employs over 800 sales people. However the company has been hit with
the economic slowdown in the country. To make things worse, cheaper imports of
fashion wear and e-commerce has affected store sales. The sales people are left
with slimmer pay cheques and many of them left the company. The sales people
also put pressure on the top management and negotiated a 10% increase in salary
for all sales employees.
a. Do you agree with the Top managements plan to give a flat
increase in salary to all sales people (5 Marks)
b. What are some of the non-financial tools of motivation that you
can use (5 Marks)
**********
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