NMIMS SOLVED ASSIGNMENTS
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B2B Marketing
Q.1.
SVC is a leading brand in the B2B category in the air freshening business in
the hotel industry in Mumbai. As a Marketing Manager, suggest a suitable CRM
strategy with the objective of stimulating the association with the customers.
Q.2.
A B2B Company in the business of marketing & selling LCD projectors to
corporate, wants to enter in to selling their projectors to educational
institutes. Suggest a suitable pricing strategy.
Q.3
Read the following Case & solve the questions given:
VK
Industries has ventured into manufacturing of bearings required in automobile
industry. It is planning to approach automobile companies for the bearings
required as a component in the manufacturing in the automobile sector. As a
Marketing Manager of VK enterprise, you are required to:
a.
Suggest a suitable Segmentation, Targeting & Positioning Strategy for the
bearings.
b.
As a new entrant, suggest suitable Strategies to create reasonable awareness
for VK industries.
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Business Ethics,
Governance & Risk
1.
Alok, a former employee of ABC Ltd has taken the proprietary customer list of
the company to his new company, XYZ Ltd. According to you what are the moral
issues involved here for both ABC Ltd as well as XYZ Ltd. What are the options
available to his immediate boss at XYZ Ltd when Alok offers this list.
2.
In this era of resources availability crisis can ethical consumerism
influence/change business? Do you think ethical consumption is a moral choice?
Evaluate your answer using any one ethical theory.
3.
Ayesha is a successful Vice President, Finance since last 3 years of a mid size
FMCG company recognized as a highly motivated, committed and capable executive
across the organization. When the CEO of the company meets with an accident and
is paralyzed the Company Board chooses to elevate Ayesha’s Junior, Nikhil, Vice
President Marketing, just one year old in the company, as the next CEO. The
organization is now largely divided into 2 factions, each favoring either
Ayesha or Nikhil. You are the Head of Human Resources thinking of addressing
this issue of gender discrimination.
a.
According to you, which 5 factors influence the attitude of an individual
towards gender bias? How can this attitude be changed/ overcome?
b.
Analyze and evaluate any three internal processes and systems that you think
would have prevented this situation from happening.
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Integrated Marketing
Communications
1.
How will you use the sales technique in the form of short term effort to
increase the sales in your cake shop?
2.
What form of trade shows do you suggest for a tile company and how should they
go about differentiating themselves from the competitors?
3.
Case Study
Renaults Kwid skids on
volume
The
French car, one of the most successful small cars in recent years and the
growth engine for French carmaker Famous in France, appears to be losing speed,
at least in volumes. The numbers sold by the company (to dealers) hit an
eight-month low at 6,924 units in January after peaking to 10,719 units in
August 2016. Volumes have been less than 8,800 for three consecutive months
since November.
Launched
in September 2015, the unconventional sports utility vehicle-styled entry
segment aggressively priced car shot to success, attracting thousands of buyers
instantly. A consequent waiting period, running into several months, prompted
the company to ramp up production. Eyeing more market share, The French car
maker also decided to expand its sales and service network.
Seen
as a challenger to the Japanese entry-level vehicle Which is the basic car (the
most sold car in the country), The French car started figuring among the top 10
most sold domestic passenger vehicles since June last year. However, the rank
slipped from fifth in June to ninth in December and it did not figure in the
list last month when 6,924 units were sold.
The
French car maker, however, says that their car numbers are growing according to
plan. “In India Q4 sales are impacted by seasonal trends wherein sales tend to
dry. The same can be seen in the mini segment. We have communicated our targets
or their car between 8,000 to 10,000 units per month and we are on track with
this” said a spokesperson.
The
cars early success is evident from 50,000 bookings within only about a month of
launch. The company announced in March 2016 that bookings hit another milestone
of 100,000 units. Yet another milestone of 150,000 booking was made public in
July 2016. When the French car maker expanded this basic car range with the
launch of 1-litre engine in August last year. It said cumulative bookings of
this car stood at 165,000 vehicles. However, there has been no further update
on booking numbers. The spokesperson did not answer the specific query on
cumulative bookings till date. The French car maker announced last week it had
sold 130,000 of this car since the launch but did not talk about bookings.
Volumes
sold by the company hit and eight-month low of 6,900 in January. After hitting
a high of 10,000 units around August-September, the number looks under pressure
since November. Pace of new bookings are also subdued unlike in the initial few
months. The company last announced in July 2016 bookings has hit 150,000 units.
There was no update since then. The basic Japanese entry car made by the
Japanese company in India which is most sold small car, has seen gradual pick up
of volumes and 22,000 units were sold in January.
The
spokesperson did not give any reason for the decline in January volumes but
said while the mini car industry grew 15.1 per cent in January 2017, for the
French car, the growth was 15.7 per cent. “So clearly, we are above the
industry trend.” The company said February volumes were good and it was
confident of retaining the volume levels hit in Q1 of calendar year 2016.
The
small car market, dominated by Japanese car, has seen another entrant, Entry
car from Indian manufacturer. The Indian car manufactures by the well known
Indian conglomerate clocks an average monthly volume of 4,600 units. An analyst
said that some impact on the French car might have come from the entry of that
new car from Indian manufacturer (launched in April last year). “Both the
French car and the Indian car appeal to the same set of buyers.” He said.
The
French car begins at price of Rs. 2.65 lakh while the Indian car entry level
model comes for Rs. 3.24 lakh.
|
Data
|
Jun-16
|
Jul-16
|
Aug-16
|
Sep-16
|
Oct-16
|
Nov-16
|
Dec-16
|
Jan-17
|
|
French
Car
|
9549
|
9879
|
10719
|
10558
|
9801
|
7847
|
8797
|
6924
|
|
Japanes
e Car
|
15750
|
19844
|
20919
|
27750
|
18854
|
23320
|
17351
|
22998
|
a.
Looking at the stastics in the chart how will you plan to boost up the sales of
the “French car” in the competition that is coming from Japanese and Indian car
manufacturer? What is your strategy to retain and grow your market share?
b.
What kind of sales promotion activities would you do to increase the sales of
the “French Car”? What should The French car manufacturer do to differentiate
their car from their competitors?
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Marketing Research
Q.1.
Define sampling. Discuss in brief the various sampling methods employed by
Research firms to conduct any Research/ Survey with reference to a survey
conducted to study the feasibility to open a new restaurant in a residential
area of metro city.
Q2.
With reference to a Clothing & apparel company define and discuss the
various avenues the company has for conducting and Advertising research
campaign to market its products. Give your views on the relevance as concluding
remarks.
Q3.
A corporate catering services in north India, would like to start its catering
services in South Mumbai. If you have been hired to carry out marketing
research activities for the organisation, give your views/ suggestions/ report
for the following:
a)
Design a brief questionnaire for the research. Discuss the importance of the
questionnaire in a research process.
b)
How would you collect primary & secondary data and give the relevance of
the same.
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Services Marketing
Q.1
As a Marketing Manager of an upcoming private sector Bank, you are required to
plan the 7 P’s of Services Marketing.
Q.2
Prepare a questionnaire for Imagica focus on customers perception on the
services offered & the quality of service offered.
Q.3
Read the following Case & solve
the questions given:
Crossword
is one of the most well know retail book-store in the country. It has around
40,000 titles at any given point of time. In order to enhance customer
experience it focuses on physical evidence & innovative promotional
activities like:
·
The store conducts activities like
‘Pictionary’ contests & annual fair with Santaclaus aimed at making the
place reader friendly
·
It offers coffee & people can browse
through books with music playing soothingly in the background.
·
Various promotional activities are
offered to loyal customers.
·
Books & shelves are placed &
arranged in a manner to suit customer needs comfort & preferences.
·
Crossword is constantly striving to
introduce something new & innovative in order to encourage the customers to
frequent the store more often.
Questions:
a.
Explain the importance of physical evidence to enhance the service experience
& give your suggestion for the same.
b.
What are the promotional tools that can be used by crossword to increase its
customer base?
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