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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.
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.
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.
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.
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.
‘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:
Which of the following strategies will you choose:
·
Extend the existing Zeal brand to the
energy drink segment or
Extend the existing Zeal brand to the
energy drink segment or
·
Launch a new brand with a completely new
brand identity
Launch a new brand with a completely new
brand identity
Justify
with a suitable argument discussing the pros and cons of the strategy.
with a suitable argument discussing the pros and cons of the strategy.
b.
Accordingly suggest the most suitable target audience and an appropriate
positioning for the brand; given the competition in the health care products.
Accordingly suggest the most suitable target audience and an appropriate
positioning for the brand; given the competition in the health care products.
Need
Answer Sheet of this Question paper
Answer Sheet of this Question paper
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