Amity Campus

Uttar Pradesh
India 201303
ASSIGNMENTS
PROGRAM: DBM
Subject Name
Study COUNTRY
Roll Number (Reg.No.)
Student Name

:
:
:
:

INSTRUCTIONS
a) Students are required to submit all three assignment sets.
ASSIGNMENT
Assignment A
Assignment B
Assignment C

DETAILS
Five Subjective Questions
Three Subjective Questions + Case Study
Objective or one line Questions

MARKS
10
10
10

b)
c)
d)
e)

Total weightage given to these assignments is 30%. OR 30 Marks

All assignments are to be completed as typed in word/pdf.
All questions are required to be attempted.
All the three assignments are to be completed by due dates and need to be
submitted for evaluation by Amity University.
f) The students have to attached a scan signature in the form.

Signature :
Date
:

_________________________________
_________________________________

( ) Tick mark in front of the assignments submitted

Assignment
Assignment B
Assignment C
A

Marketing Management

Section A
All questions carry equal marks.

1. Define Marketing, distinguish between Selling and Marketing. What are the four Components
of Marketing Mix, briefly explain?
2. How would you price a new product (say a Mix) what options you would employ to generate
quick revenue?
3. Define Consumer Behavior and describe its relation in purchase decision making?
4. Marketing is a process; explain with suitable examples and a flow chart the concept of
Marketing process?
5. Write Short Notes:
1. Marketing Concept
2. Consumer Buying Motives
3. Marker up price

Section B
All questions carry equal marks.
1. It is often said that middlemen are unnecessary, they cause price inflation, do you agree to this
statement, explain with suitable examples?
2. Define Promotion; explain with suitable examples the 4 types of promotions adopted by
consumer product industry?
3. The right marketing mix can be adopted only after segmentation. Elucidate with examples the
basis of segmentation as applied in Television Marketing?

Case Study
GOOD NIGHT

Transelektra Domestic Products PVT. Ltd., the company manufacturing Good Knight The
mosquito mat is a relative newcomer to the business world, albeit a highly successful one.
In 1984, the mosquito repellent market comprised of sprays, creams, coils and mats. Incidentally
Good Knight was not the first mat brand to be introduced. Other brands already present were
Vape, Deemos and Lion. The bulk of the market comprised of coils and brands like Tortoise and
Rooster, with tortoise being the brand 1eader. In creams the most popular was Odomos and in
spray's brands such as Finit and Baygons had a major hold.
A typical electrical mosquito repellent is a set of 2 units. The EMD is also known as electrical
mosquito destroyer and is a one time investment. It also consists of a mal box consisting of 30
mats which needs to be replaced every month.
1n 1984, the market was dominated by coils with seventy per cent share. By 1988, this had
changed. In 1984, R. Mohan, a qualified electrical engineer and a minor distributor for Vape
EMD felt the urge to branch out on his own and market a competitive brand. A brand which
would ensure consistent high quality and incorporate proven Japanest technology. The
advertising agency, Creative Unit, was invited to associate itself with the launch from the
concept stage and advise the client on advertising and other aspects of marketing.
The brand development exercise began by an analysis of fixed factors, the primary one being
technology. 1t was mage very clear that the product to the introduced would be an EMD as it was
understood in the market. This would consist of an electrical plate and chemically impregnated
paper mat. The technology was to be imported from Sumjtomo of Japan
The manufacturing cost for the EMD would be about Rs. 50 and for the mat box having 30 mats
about Rs. 14. The client gave an open brier regarding other factors like the brand name, package
design, advertising platform, its treatment and presentation.
At this point the agency had very little time to go by way of historical data or past experience as
EMDs were still in the nascent stage. To design and shape of brand what was required was sound
and good quality information.
Two focus group discussions were conducted in Mumbai. One amongst non users and the other
among repellent users. The purpose of this study was to identify the peripheral motives, product
knowledge, satisfaction/dissatisfaction with current brand in use and psychological triggers
relevant to the product category.

Highlights of the findings were:-

1. Primary Motive
Verbalised -To drive away mosquitoes
Latent -To enjoy a peaceful sleep
2. Mosquito repellent usage was compulsive and habitual, especially in households with
children.
3. The groups were equally divided on the efficacy of coils and creams against mosquitoes.
4. Fears were expressed with regard to side effects of smoke associated with coils and
continuous usage of creams on skin. Mothers were particularly concerned about little children.
5. Odomos was considered safer than coils for babies.
6. Poor or no knowledge of electrical repellents

MARKET OPPORTUNITY

On the face of it, the focus groups results would seem quite discouraging. Acceptance of coils
and creams were widespread and no major dissatisfaction with their mosquito repelling power
was voiced. The pricing too was very affordable between Rs. 5/- to Rs.I0/- per pack. Distribution
was very good, as was retailed even by the paanwalls.
On the other hand, the few brands of available electrical repellents suffered from polar brand
awareness arising from meager advertising support .There was almost no product knowledge,
inconsistent product quality and above ail disadvantageous pricing .

The key to success would be for advertising to create a high value perception for the price
differential between coils/ creams and the client's EMD brand. The agency and client took the
following decisions.
MARKETING OBJECTIVES
1. Graduate dissatisfied coil / cream users.
2. Make EMD from the premium product segment.

3. Market share of at least 5 percent in the first year.

ADVERTISING OBJECTIVES

1. Encourage trial by highlighting EMDs as the more modem repellent form.

2. Product concept selling a must.
3. Demonstrate ease-or-use.

CREATIVE STRATEGY
Brand name short listed: The agency developed a number of brand names out of which two
were
1. Sukhami
2. Good Knight

Sukhami Was developed as an Indo Japanese hybrid to connote a Japanese technology promising
'sukh' or a 'happy' and peaceful sleep.

Good Knight literally means the Good Protector But more importantly the brand name verbalises
the consumer benefit in its entirety
Between the two, Good Knight offered better advertising possibilities and also unmistakably
positioned the brand as one for the night. Besides, as a word, it was part of common parlance in
most Indian languages and a very well understood from a salutation. It was, therefore, decided to
proceed with this name.

PRIME TARGET GROUP

Mother and fathers of households with young school going children were the primary target
group.

Parents did not want their children to be seen with mosquito bites and they were also afraid of
catching mosquito borne diseases.
MEDIA STRATEGY

The launch was to be limited initially to Mumbai and Kerala only. The choice of these areas
was made because of pre-set channels already familiar to the client. The total budget earmarked
was RS.2 lakh for the first four months, up to March 1985. Further, allocations and marked
spread out would depend on the outcome of this venture.

In the selection of media, the agency decided to restrict only to daily newspapers to help in
'selling in' to the trade and also simultaneously reach out to the primary target group. As the
budget was limited, an intensive approach was felt more appropriate. The first launch ad
appeared in the Times of India, Bombay edition, on 2 January 1985. Sunday Mid-Day),
Malayalam Manorarna and Mathrubhumi followed thereafter. The result was electric. By end of
February, Rs.12 lakh worth ofEMDs and mats were picked up by the trade. With money now flowing in, the client felt
emboldened to get
in for television advertising over the Mumbai local channel to give an impetus to the retail
movement. The net result was that the client spent Rs.2.50 lakh to get a sale of about Rs. 20
lakh. Since then, the media mix had heavy leanings towards television. Good Knight has been
one of the few brands which has latched its growth to that growth of television. Consequently,
the sale and availability of the brand closely matches the concentration of TV sets.

CAMPAIGN EVALUATION

The brand, from the time of launch, has been highly successful in terms of the sail and market
share. A high level of trail had been achieved in a very short period are the brand had largely
been received by the consumers in the way intended. Beside this, it also had a 75 percent market
share of all electrical repellents. A policy creating consumer pull rather than dealer push has
helped in the long run. Advertising has been simple and concentrated on the single largest
consumer benefit. The brand name has effectively)' used to convey the advertising proposition.

Questions

1. Critically evaluate the communication strategy of Good Knight with reference the facts given
in the case.

2. At the time of this case preparation, Good Knight was probably the only production in the
EMD with mat category. As new international competitions with known brand names enter the
market, what changes, if any, would you suggest in the marketing communication strategy of
Good Knight?

Section C

All questions carry equal marks

Marketing refers to:
a. Developing a product and making people buy them
b. Persuading consumers to buy the products
c. Producing products and displaying them
d. Understanding the needs of consumers and delivering them

2. A survival pricing objectives aims to:

a. Covers fixed costs and some variable cost
b Selling at break even cost
c. Obtain minimum profit.
d. Covers variable costs and some fixed cost.

3. The first stage in product development is:

a. Business analysis.
b. Commercialization.
c. Screening.
d. Idea generation.

4. Warehousing and physical distribution functions are:

a. Unrelated activities and separately managed.
b. Best handled by manufacturers only.

c. Synergistically related activities which must be closely coordinated.

d. Relatively unimportant activities in the present day market.

5. Marketing Concept is best illustrated by which of the following marketing system goals:
a. Maximizing customer satisfaction
b. Maximize choice
c. Maximize consumption
d. Maximize life quality

6. In Consumer decision making specifier is one who:

a. Is one who is user of product?
b. Is one who sells the product?
c. Is one who has been asked to advice on the product?
d. Is one who signs the cheque for the purchase of the product?

7. Under globalization of Trade strategies, the marketer will have to adopt:

a. Product differentiation
b. Localisation
c. Standardisation
d. Reduction of cost

8. Product Life cycle means that:

a. Products live around the 4 stages of cycle
b. Product keeps moving from one to next stage in turns
c .Products

9. In DELPHI method of Marketing Research, the opinion of:

a. The opinion consumers in DELHI are sought
b. The Opinion of experts is sought
c. The Opinion of DEALERS is sought
d. The opinion of Dealers and Employees are sought

10. Premium Pricing refers to:

a. Setting a price above the cost price
b. Setting a price above competitive price
c. Setting a price where only the rich can buy
d. Setting a range of prices at different markets

Say Yes or No
11. TQM refers to Total Quantity Management.
12. Marketing means pushing the products in the markets.
13. Penetration pricing means selling at high price initially.
14. Wholesalers sell products to all types of consumers.
15. Direct Marketing means selling to ultimate consumer.
16. Objective of Distribution of products is to restrict availability of products.
17. Price is no consideration if the seller delivers high quality products.
18. CRM helps to retain customers.
19. Marketing Mix means People, Policy, Partnership and Politics.
20. Missionary Sales People do not ask for salary.
W rite short answers in just five sentences

21. List out 5 stages in consumer decision making process.

22. Write a simple definition for marketing and selling.
23. List out 5 benefits of advertising a product.
24. Give 5 examples (each) of consumer, consumer durables and industrial products.
25. List out 5 functions performed by whole sellers in consumer product industry.
26. List out 5 functions of packaging for cosmetic products.
27. Give 5 examples of Family brands in consumer products.
28. List out the 5 stages in new product development.
29. Give 5 reasons why new products fail.
30. What are the four stages in Product Life cycle?

Differentiate between the following (Just in 5 sentences)

31. Product diversification and Product differentiation.
32. Marketing and Selling.
33. Penetration Price and Skimming Price.
34. Individual Consumer and Industrial Consumer.
35. Vertical Marketing and Horizontal Marketing
36. Packaging and Packing.
37. Individual Brand and Family Brand.
38. Personal Selling and Missionary Selling.
39. Whole seller and Distributor.
40. Full Cost Pricing and Marginal Cost Pricing.