NMIMS ASSIGNMENT ANSWERS
Need
Answer Sheet of this Question paper
PRAKASH - 09741410271/ 08722788493
Brand Management
Q1.
Maruti has finally gained tremendous success in the luxury Sedan segment after
the launch of a separate brand Nexa. Owing to this Hyundai, the other major
player in the small car segment is feeling the jitters. It feels that it too
should follow the same strategy as it is more known for small cars and except
the Verna, all its other luxury sedans have failed. Some analysts are even
against the idea. Can you guide them on the same?
Q2.
Flipkart after receiving the latest funding from Soft Bank, now wants to extend
its brand in other areas as well. The first new segment it wants to target is
the car buying and selling segment. It wants to come out with an extension
called “Flipkarz” by end of 2017. Analyst are skeptical about the same. Is it a
good decision? What steps should Flipkart follow to make it a success?
Q3.
Analyze the below given Case study and answer the questions below:
Snapchat
is both a messaging platform and a social network. It can't be used from the
regular we and exists only as a mobile app on your iPhone or Android
smartphone. Users can “chat” with their friends by sending them photos, short
videos up to 10 seconds long. You can sort of think of it to be like texting
with pictures or videos. Text chats and video calls are two other features that
were added more recently to the app. One of the most unique things about
Snapchat is the ephemeral components of all the content that gets shared on it.
Photos and videos essentially disappear a few seconds after they've been viewed
by their recipients. Average revenue per user was 90 cents in the first
quarter, Snap said, up from 32 cents the same quarter a year earlier but below
the $1.05 per user in the fourth quarter of 2016.Snap's net loss widened to
$2.21 billion, or $2.31 per share, in the first quarter, from $104.6 million,
or 14 cents per share, due to stock-based compensation related to the IPO.
Facebook
once failed to buy Snapchat; ever since, it's tried to copy it, mostly without
success. Until now. Facebook's Instagram Stories, a clear Snapchat clone, has
more daily users than Snapchat itself - and parent company Snap Inc. should be
very worried. Snap's latest earnings report isn't helping either. On Thursday,
the company said user growth for the April-June period was a paltry 4 percent
from the previous quarter. Snap's stock, already down 44 percent since its
initial public offering in May, declined 14 percent, to $11.90, in extended
trading after the results came out. That's less than half of the $24.48 closing
price on its first trading day. While the doom doesn't spell imminent death,
it's a sign that Snapchat could be relegated to the side-lines as a niche app
for young people - or worse, a passing fad - rather than a major competitor for
digital ad dollars like Facebook and yes, even the struggling Twitter.
BY
THE NUMBERS
Instagram
recently disclosed that Stories, which lets people share videos and snapshots
in a continuous 24-hour loop, has amassed 250 million daily users in the year
since it launched. Snapchat, in comparison, had 173 million in the second
quarter - and that's all of Snapchat, not just its version of Stories.
Instagram in its entirety, meanwhile, had more than 400 million daily users as
of February 2017, the last official count.
TO
GROW OR NOT TO GROW
Facebook
sends notifications for all sorts of things, such as a friend doing a live
video or another friend posting something after an extended absence. Another
might be on a new item for sale in the service's "marketplace"
section. These notifications - which primarily appear in the Facebook app but
can also be pushed to the phone's home screen - can conceivably keep people
returning day after day. While Snapchat sends fewer notifications, it
encourages daily use through Snap streak, which calls out streaks in which two
friends send each other snaps at least once for more than three consecutive
days. But it isn't working too well, as daily use hasn't grown much.
RIVALS
UPON RIVALS
Rivals
don't always succeed. Facebook recently shut down Life stage, which lets those
21 and under share photos, selfies and videos with classmates. Life stage was
aimed at high schoolers - a big chunk of Snapchat's audience. Before that,
Facebook killed Slingshot, another Snapchat clone for sending disappearing
messages. In turn, that followed the demise of Poke, which also let people send
photos and videos. All that followed Snapchat's decision to rebuff Facebook's
$3 billion offer for the service in 2013.But Facebook and others kept trying
and trying, until Facebook succeeded with Instagram Stories. Easy to use and
piggybacking on Instagram's existing popularity, Stories expanded Snapchat's
idea to a broader range of users. While Snapchat's audience is mostly teens and
young people, on Instagram, anyone might send a "story." Other
messaging apps are looking to clone Snapchat, too. Google is reportedly working
on Stamp, which The Wall Street Journal compared to Snapchat's Discover feature
for letting people find photo and video-heavy news items. While Google isn't
commenting on Stamp, published reports say the company is in talks with the
likes of Vox Media and Time Inc. to create such content.
a.
What according to you is wrong with Snapchat?
b.
What strategies can it undertake to revive?
Need
Answer Sheet of this Question paper
PRAKASH - 09741410271/ 08722788493
Consumer Behaviour
1.
You must have seen several advertisements of various brands of tooth paste in
TV and Print Media, while some of these brands having endorsement of Dentist,
or by Indian Dental Association (IDA)
Discuss
the ethical aspect of the endorsement by IDA or by a Dentist and secondly
discuss how will this endorsement by IDA or by a Dentist impact the decision
making process of customers to buy particular brand of toothpaste.
2.
Top Indian MNC pharmaceutical company as their strategy to expand their
business base, they decided to enter Middle Eastern countries; looking in to
their specific culture in these countries, how far this culture will act as a
business barrier for the pharmaceutical products.
3.
Once upon a time Nokia was top cell phone brand in India it was known for its
best quality, however the brand lost its ground in the Indian market
completely;
a.
What are the major possible reasons why Nokia lost the market grip suddenly and
how they could have avoided this situation? Discuss the same.
b.
Assume that they want to re-enter Indian market once again, in that scenarios
what are your top recommendations for Re-Entry to Indian market, Product
Positioning, Pricing and Distribution.
Need
Answer Sheet of this Question paper
PRAKASH - 09741410271/ 08722788493
Customer Relationship
Management
Q1.
With Jio now entering even the mobile handset space, Nokia, the latest
re-entrant is a bit worried. It feels that it needs to tighten its laces well
in advance before Jio goes for Intensive sales and marketing. It feels that CRM
is the best way forward and plan to utilize the benefits of the same but don’t
know how to implement the same. Can you please guide them on the same as there
is no scope of error?
Q2.
Samsung Mobiles off late post the Note Series fiasco is facing troubled times.
The sales have dropped and customer complaints are on the rise. They are not
able to handle customer issues and are slowly losing out to competition. Can
you help them find a way out of this problem?
Q3.
Read and Analyze the below given case and answer the questions at the end of it
This is the first time in the history of industry that the spending on customer
relationship management tools is going to outdo enterprise resource planning
tools. Analysts say that the spending on CRM will be $36.5 billion next year,
$1.5 billion more than ERP. One would wonder why the sails of CRM took so long
to capture glory. One would also wonder why corporations have taken so long to
make this happen. In the digital world traditional CRM does not cut it, and
that’s the reason why over the last five years CRM has clearly sailed with
wind. For the first time, corporate houses feel insights can increase their
sales in the long run. This is just a phenomenon in the West. Just when you
thought consumer suffering had ended, Indian consumers will continue to suffer
because corporate and government alike have ignored CRM services. No wonder
Indian services are the worst the world over.
Indian
automobile, telco and banking services are yet to understand the power of the
data that they have mustered over the last decade. These companies are so sales
driven that they almost forget the events after the sale. They think a post
sales call makes the cut in the digital era.
Even
government services do not invest in CRM and therefore they have no way of
telling whether the quality of life for a citizen has gone up. They love
citizen apathy and in this digital age consumers still suffer from the lack of
data when it comes to government services. Our CRM is in the hands of
politicians and companies that worry about the next election or the next sale.
According
to the United Nations, India ranks 118 in the happiness index. Although the
happiness index has other indicators such as social capital and freedom of
life, it also indicates that Indians suffer quietly as all services do not
match up to improve the quality of life of its people
The
opportunity
CRM
is no longer about subjecting people to satisfaction calls and sending home
coupons to be redeemed in the weekend. The customer has truly moved digital in
developed markets and in India the story is no different in at least major
cities. In the consumer world, the narrative with corporate is about
understanding the customer from the moment he browses on product or catalogue.
It is about taking this experience and matching it with the customer behaviour
in the offline world. For example, if a brand wants to know why its product
sold well on “Amazon” or “Flipkart”, then it must also work out the metrics to
understand how people walked in to its offline stores and explored other
products. They can then use this data to match it to work out their supply
chain strategy and by doing so they can even streamline the entire
manufacturing process. These consumer goods companies and retailers also must
take the loyalty and rewards programmes to a whole new experience.
The
business to business companies (like manufacturers) invest in CRM to understand
their dealers, their component manufacturers, and their sales teams. ERP tools
captured processes and schedules. But it never offered components to understand
the entire customer ecosystem. Data were always there, but corporations
focussed on delivery cycles based on sales data rather than understanding the
nuances beyond these sales.
Unfortunately,
CRM is passé in India – barring a few companies like Amazon India and Flipkart
– and it will be sometime before it becomes important. Until then let us suffer
silently like we always have.
a.
What according to you is the reason behind the sorry state of affairs of CRM in
India?
b.
What steps should be taken to improve the same?
Need
Answer Sheet of this Question paper
PRAKASH - 09741410271/ 08722788493
International Marketing
1.
Enlist key reasons why you feel that some domestically well established Indian
companies have gone International. Explain the complexity of International
Management with reference to strategic disposition of any firm of your choice.
2.
Describe the Concept Orientation options for international markets. Can
international firms be segmented on this basis. Which option would you choose
for MNC firm and Global firm and why.
3.
It is said that the importance of International marketing today is shaped by
the dynamic interplay of several driving and restraining forces.
a.
Identify and justify driving forces.
b.
Identify and justify the restraining forces, stating your comments and making
your suggesting for each.
Need
Answer Sheet of this Question paper
PRAKASH - 09741410271/ 08722788493
Marketing Strategy
Q1.
Shubiksha, started out as the cheapest supermarket cum superstore in town but
today it has become an irrelevant brand. Lot of efforts are on to revive the
same. Can you suggest some strategies for the same?
Q2.
Hindustan Times has started charging for its weekend magazine Brunch as it
feels it is not able to reap the benefits by giving it free of cost. This is in
stark contrast to Times of India which gives at least one newspaper free with
its daily paper. Can you compare these strategies?
Q3.
Hotstar is owned by Novi Digital Entertainment Private Limited, a wholly owned
subsidiary of Star India which was launched in January 2015. But star officially
launched the domain and the mobile app in February 2015, just before the ICC
cricket world cup 2015. It has expanded its offering with 35,000 hours of
content, spread across 8 languages from the entertainment, movie and sports
channels.
Objectives of Launching Hotstar:
In
India, the internet speed is a problem. So, the initial aim for the developers
to make the platform to operate even at as low as 50kbps. So, great video
experience on any bandwidth – even on 2G! It was developed such a way so the
application can run on as many as 7,000 operating systems any screen sizes.
According
to a survey, more than 78% of the 152 million Indian internet users are mobile
and the average spending on mobile internet is Rs. 235 per month. So, surely
Star has seen some potential in Hotstar to be a game changer. STAR INDIA is
expecting that the platform will contribute around 20-25% to the overall
revenue for the company in the next 4 years.
Approach/ Strategy Adopted:
In
case of watching videos, everybody prefers YouTube, but in case of latest
movies and television shows YouTube cannot satisfy users’ expectations. And
here comes the Hotstar app. The Daily Soaps are not the only thing that you can
watch on this app, it even lets you stream live telecast of nearly every
international sport on your Phone that has been broadcasted on any of the Star
Sports channel. With 10 million downloads in the 40 days since its launch, Star
India’s mobile application Hotstar is undoubtedly the hottest digital media
product today.
There
are about 20,000 advertisers on television for this newly launched platform
across all TV channels. Whereas there are 500,000 advertisers on digital
marketing platforms. Digital media is expected to grow at 37% in 2015, compared
with an average rate of 35% over the last two years, so star India will open a
large scale of advertising in this country. It approaches to a larger and
valuable target audience, the younger generation and those in the 25-and-above
age bracket, wanting to consume content on the go.
Moreover,
Hotstar has done brilliant job when it comes to optimizing the search engines.
More than 12% of their visitors come from search engines like Google, Bing, MSN
and Yahoo. The investment on this platform by Star stands around Rs 1,200 crore
over five years.
Top Features of Hotstar:
1.
You can share any content on Hotstar with your friends on Facebook &
Twitter.
2.
You can watch movies which are available in the library for free.
3.
A lot of popular old shows like The Great Indian Laughter Challenge, Khichdi
& Sarabhai vs. Sarabhai are available with all episodes.
4.
TV Channels (shows from which are available) include Asia net, Channel V, Life
OK, MAA, Star Jalsha, Star Plus, Star Pravah, Star Utsav, Star Vijay, Star
World & Suvarna.
5.
You can add that video to your playlist and watch them later.
6.
You can even download many shows to watch them offline.
Accomplishments:
It
was launched on 1st of February and became the fastest to cross one million
download marks in six days. It outdid apps like Facebook (10 months), Instagram
(2.5 months) and Twitter (one year), the app has managed to achieve an average
TSV (time spent per viewer) of 24 minutes a day.
According
to ALEXA, Hotstar is now ranked 123 among all websites in India, and the global
rank is 1997, which is improving day by day. It is the most reached online
sports platform according to the Tele Web Audience Measurement system.
a.
What strategies seem working for Hotstar?
b.
What strategies should competitors apply to compete with Hotstar?
Need
Answer Sheet of this Question paper
PRAKASH - 09741410271/ 08722788493
Sales Management
1.
The famous herbal company in India known for its herbal food supplements,
decided to get into more specific segment of metabolic disorder viz Diabetes,
they formulated herbal food supplement for Diabetic patients. As a sales
director of the company how will you work on your geographical spread and what
is your plan of action to reach to your
target audience.
2.
A well-established and famous fast food Company from Bangalore who are already
well known in Indian market for their ready to cook Indian food items and
masala. Now as a strategy, to expand their business they enter into ready to
serve Indian breakfast food like Upma, Poha etc. in 3 minutes. According to
you, does this product directly compete with famous brand of noodle, where they
do talk about 3 minutes noodle or they are creating a new segment for
themselves, discuss in detail.
3.
One of the largest consumer electronic company in India well anchored in the
urban market, realized that they have almost reached saturation in their growth
in urban markets, as a strategy to trigger sales growth, they have decided to
enter rural market:
a.
Do you think the decision of the company was right or it is a disaster to enter
rural market to trigger sales growth; give your point of view with logical
reasoning?
b.
As a head of Sales what will be your strategy as far as sales force deployment
without affecting current coverage of urban market and without going for new
recruitment for new rural market coverage.
Need
Answer Sheet of this Question paper
PRAKASH - 09741410271/ 08722788493
No comments:
Post a Comment