Professional Documents
Culture Documents
Assignment Set- 1
Ans: This external environment influences company’s strategies in two levels i.e. external
Macro environment and external Micro environment. The macro environment
involves political and legal, economic and natural, social and cultural and technology
environment. The micro environment consists of supply chain, customer and competitor.
Microenvironment: The forces which are very close to company and have impact on
value creation and customer service .
Publics: These are microenvironment groups, which helps company to generate the
financial resources, creating the image, examining the companies’ policy and developing
the attitude towards the product.
1. Financial publics influence the company’s ability to obtain funds. For example,
Banks, investment houses and stockholders are the major financial publics.
2. Media publics carry news and features about the company e.g. Deccan Herald
6. Internal publics: Employees who help in creating proper image for the company
through word of mouth.
Competitors: A company should monitor its immediate competitor. The product should
be positioned differently and able to provide better services.
Suppliers: are the first link in the entire supply chain of the company. Hence any
problems or cost escalation in this stage will have direct effect on the company. Many
companies adopted supplier relation management system to manage them well.
Customers: A company may sell their products directly to the customer or use marketing
intermediaries to reach them. Direct or indirect marketing depends on what type of
markets Company serves. Generally we can divide the markets into five different
categories. They are:
a. Consumer market.
b. Business market
c. Reseller market
d. Government market and
e. International market
Example: MRF a tyre company sells its product directly to consumer (in case of urgency,
customer purchases directly from showroom) i.e. operates in consumer market. It
operates in business markets by selling tyres to companies like Maruti Udyog limited.
MRF also sells TYREs to BMTC and KSRTC, transport organizations of Karnataka
government. If MRF sells tyre in African or American countries then it is operating in the
international market. If MRF buys the old tyres, retreads it and sells it to the consumer at
a profit then company is operating in the reseller market
Ans: Advertising intends to promote the sales of a product or service and also to inform the
masses about the highlights of the product or the service features. It is an efficient means of
communicating to the world, the value of the product or the service. Advertising utilizes different
media to reach out to the masses and uses different types of appeals to connect to the customers
across the globe. The various types of advertising appeals harness different means of highlighting
the features of a product and drawing the attention of the masses towards it. Here is an overview
of the different types of advertising appeals.
Audio-Visual Media Advertising: In this advertising technique, the advertisers use the very
popular audio and visual media to promote a product. It is the most widely used media that can
effectively influence the masses. Television and radio have always been used to achieve a mass
appeal.
Email Advertising: This is a relatively new advertising appeal that makes use of emails to
advertise products. Advertisements are sent through emails, thus bringing out communication
with a wide range of audiences.
Emotional Words: This advertising appeal makes use of positive words to generate positive
feelings in the minds of the people about a certain product. The advertisers often use the words
like 'luxury', 'comfort' and 'satisfaction' to create positive vibes among the masses to attract them
towards the product being advertised.
Internet Advertising: It is a relatively recent form of advertising appeal. Internet has become
one of the most influential media of the modern times. Websites attract thousands of users
everyday and expose them to the advertisements on the websites.
Outdoor Advertising: Outdoor advertising is a popular advertising appeal that uses different
tools to attract the customers outdoors. Billboards, kiosks and tradeshows are some of the
commonly used means of outdoor advertising. Fairs, exhibitions and billboards that draw in the
passersby are often used in outdoor advertising.
Relationship Marketing: This form of advertising focuses on the retention of customers and
customer satisfaction. Advertisers appeal to the target audiences with information that suits their
requirements and interests.
Subliminal Advertising: This advertising appeal makes use of subliminal messages, which are
intended to be subconsciously perceived. Subliminal signals go undetected by the human eye.
However, they are perceived at a subconscious level. Subliminal appeal often makes use of
hidden messages and optical illusions.
Viral Advertising: It can take the form of word-of-mouth publicity or of Internet advertising.
The aim of the advertiser is to market the product on a very large scale. This advertising appeal
intends to achieve a speedy publicity of a product similar to the spreading of a pathological or a
computer virus.
Q.2 What are the different market entry strategies if a company wants to enter
international markets?
Organizations that plans to go for international marketing need to answer some basic
questions like:
To answer the above questions companies evaluate each country against the market size,
market growth, and cost of doing business, competitive advantage and risk level.
Once the market is found to be attractive companies should decide how to enter this
market. Companies can enter international market from any one of the following
strategies. They are
a. Exporting
b. Licensing
c. Contract manufacturing
d. Management contract
e. Joint ownership
f. Direct investment
Exporting is the techniques of selling the goods produced in the domestic country in a
foreign country with some modifications. For example, Gokaldas textiles export the
cloths to different countries from India. Exporting may be indirect or direct. In case of
indirect exporting, company works with independent international marketing
intermediaries. This is cost effective and less risky too. Direct exporting is the techniques
in which organization exports the goods on its own by taking all the risks. Maruti udyog
limited India’s leading car manufacturer exports its cars on its own. Company can also
set up overseas branches to sell their products. Adani exports another leading exporter
from India has international office in the Singapore.
Contract manufacturing: company enters the international market with a tie up between
manufacturer to produce the product or the service. For example, Gigabyte technology
has contract manufacturing agreement with D- link India to produce and sell their mother
boards. Another significant manufacturer is TVS electronics; it produces key boards in its
own name as well as for other companies too.
Q.3. a. State the meaning of Product life cycle and explain the different stages involved
in it.
The product which is introduced into the market will undergo some modifications over
the period. Its sales also fluctuate. Therefore marketer is interested in finding out How
sales changes over period? And what strategies best suits at that point? A product life
cycle can be graphed by plotting aggregate sales volume for a product category over
time. Generally the curve resembles bell shaped curve but it is not the only one type of
curve. We can obtain style, fashion or fad style of product life cycles also.
Product life cycle (bell shaped curve)
1. Product development stage: In this stage company identifies the viable idea and
develops it. Sales in this stage are zero but require huge research and development
budget. Therefore company incurs losses at this stage.
2. Introduction stage: Company introduces the product into the market. As the product is
new to the market, awareness is usually very low. Here company adopts heavy sales
promotion and product awareness programs. The cost of product is very high and a sale is
very low. At this juncture company charges high price to the customer.
3. Growth stage: Company gets experience over the period and now tries to get the
maximum market share (take first mover advantage). Sales will grow rapidly resulting in
lesser cost and better profit. Company reduces the price of the product and offers
varieties and values in it. It focuses on building better distribution network and pushes the
product through it. Therefore company needs less sales promotion. Number of
competitors will grow and it forces company to keep tab on them.
4. Maturity stage:
a. Peak sales.
c. High profits.
5. Decline stage: In this stage, product sales and profit declines. Company should phase
out weak items from their product mix. The advertisement budget of the company also
comes down.
1. Style: a style is a basic and distinctive mode of expression appears in the field of
human behavior. For example, style appears in homes, art, and clothing. Once the style is
invented it will lost for longer period.
2. Fashion: currently accepted or popular style in a given field for example, cargo jeans
are now fashion with college going students.
3. Fad: a fashion that enters quickly, adopted with great zeal, peaks early, and decline
very fast for example, when the pager is introduced, every body would like to have the
product. But when people found mobile as alternatives the demand for the product went
down drastically.
b. Define Customer Relationship Management.
2.Berry and Parasuraman define CRMS as “attracting, developing and retaining customer
relationships.”
3.In industrial marketing, Jackson defines CRMS as “marketing oriented toward strong,
lasting relationships with individual accounts.”
4.Doyle and Roth define CRMS as “the goal of relationship selling is to earn the position
of preferred supplier by developing trust in key accounts over a period of time.”
Thus it can be concluded from the above definitions, that Customer Relationship
Management refers to all marketing activities directed towards establishing, developing,
and sustaining long lasting, trusting, win-win, beneficial and successful relational
exchanges between the focal firm and all its supporting key stakeholders.
Q.4. (a) You are a sales manager in ABC firm. You have taken some interviews and
short listed a few candidates. How will you select the right candidate for the sales job?
Ans: Being the sales manager of ABC firm , the steps I will follow to select the right
candidate for the sales job:
1. Application blank
2. Screening
3. Reference
4. Personal interview
5. Test
6. Medical examination
Personal contact is necessary and it is better, because people are straight forward in
tongue better than in pen. This is one-sided, but the effectiveness of such opinion is
doubted, as there may be chances of telling only the good qualities of applicants.
Moreover, only the names of such favorable persons are mentioned in reference, with
pre-intimation. To overcome this, personal interview is essential.
d) Personal Interview: This is an important step in the process of selection. Only the
screened applications are considered for selection and the firm sends out interview letters.
Personal interview is a must. By this interview, the sales manager can understand the
positive and negative qualities of the applicant, with reference to the job duties. A good
interviewer must be unbiased, able to discover facts and be a keen observer of the
interviewee.
Interviews are also of two types: (a) Patterned and non-patterned. Under patterned
interview, questions are designed and the same questions are asked to all, which is easy
for comparison purposes. (b) In non-patterned interview, no standardized questions are
asked. The applicant is allowed to talk freely. A few direct questions are asked. By this
type of interview, the applicant gets a chance of speaking about his attitude and interest
freely. The interviewer must be able to make an easy evaluation of the interview.
e) Tests: Test is an additional tool, with which the applicants are further tested to
determine their suitability to the job. Generally, following are the important types of
psychological tests conducted:
(i) Ability Test: This test is devised to ascertain the capacity to grasp things, and
is a measure to know how well a person performs a particular task with motivation. This
can also be called a mental ability or intelligence test. Such tests determine the suitability
of a candidate for a particular job.
(ii) Habitual Characteristic Test: A man may be intelligent but may hesitate to
take a decision. This test is aimed to know one’s aptitude and interest on normal, daily
work, irrespective of the best behavior occasionally.
(iii) Achievement Test: This test is designed to know what knowledge a man has
gained from his education or training.
By all these psychological tests, the ability and suitability of a candidate can be verified.
One can aim to evaluate the honesty, cheerfulness, leadership quality, assertiveness, co-
operation, supervision capacity, emotional stability, determination, ability etc., of the
personnel. The effectiveness and reliability of these tests are questionable, as the qualities
cannot be measured exactly and the circumstances to be faced by salesman are also
different.
f) Medical Examination: The important thing about any person, apart from all qualities
and eligibility, is that he must be physically fit for the job. Diseases and physical
deficiencies of the salesmen will affect the business. As such, selected applicants have to
undergo medical examination.
g) Final Interview and Appointment: The selected applicant is probably, called for a
final interview and his suitability is measured through different tests, physical reports etc.
The job must be explained to him along with all relevant details, which are required to
perform the duties efficiently.
b. As a consumer, what are the steps you will undertake before you decide to buy a car?
In general Consumer passes through five different stages while purchasing the product.
1. Need recognition: Customer posses two type of stimuli’ at this juncture. One is driven
by the internal stimuli and another is external stimuli. The examples of internal stimuli
are customer’s desire, attitude or perception and external stimuli are advertising etc…
From both stimuli customer understand the need for the product. Here marketer should
understand what customers needs have that drew customers towards the product and
should highlight those in the communication strategy.
2. Information search: In this stage customer wants to find out the information about the
product, place, price and point of purchase. Customer collects the information from
different sources like
a. Price
b. Features
c. Availability
d. Quality
e. Durability
4. Purchase decision
In this stage consumer buy the most preferred brand. In India affordability plays an
important role at this stage. Organizations’ bring many varieties of the products to cater
to the needs of customers.
After purchasing the product the consumer will experience some level of satisfaction and
dissatisfaction. The consumer will also engage in post purchase actions and product uses
of interest to the marketer. The marketer’s job does not end when the product is bought
but continues into the post purchase period. Customer would like to see the performance
of the product as he perceived before purchase. If the performance of the product is not as
he expected then he develops dissatisfactions. Marketer should keep an eye on how
consumer uses and disposes the product. In some durable goods Indian consumer want
resale value also. Many automobile brands that not able to get resale value lost their
market positions.
(a) Firstly ,I will analyze the desire ,attitude or perception in me regarding car .I will chart
out my needs which have the top priority. I will possibly go through the advertisement which
gives information regarding cars. I will shortlist car’s which satisfies my needs.
(b) My second step will be to collect information regarding the car,place,price and point of
purchase form sources like family ,friends neighbors ,advertising ,sales people ,media etc.
© After collection of information regarding various brands of cars, I will compare different
brands based on my needs and priorities.
(d) I will select the most suitable brand satisfying my needs and take a purchasing decision.
(e) After purchasing the car , I will put my decision of buying a particular brand of car to
test. Be it a satisfying or dissatisfying experience, I will make sure that the manufacturers of the
product are updated with my experiences.
Q. 5 (a) What are the features of Business markets? How is it different from consumer
markets?
Following are some of the unique features of business markets where large
establishments purchase the required goods and services from other businesses :
1. Few but bulk Buyers: The no. of buyers is few but they buy in large quantity. For
example, major airlines buy the necessary equipments from the aircraft manufacturers
4. Inelastic demand: The demand is also inelastic because organizations cannot make
rapid changes in the production structure and so prices remain constant in the short-term.
For example, Shoe manufacturers will not buy much leather if the price of leather is less
neither will they buy less leather if the price increases.
5. Systematic purchasing: The purchasing activity is directly between the buyer and
supplier organization which means there are no or very few middlemen involved.
Purchasing activity is usually undertaken by purchase departments based on a proper
structure and through various mechanisms like having purchase requisitions from other
sections, inviting tenders and sending invoices from the suppliers, purchasing agreements
or contracts with the key suppliers, renewing agreements etc. For example, Reliance
Fresh has regular contracts with the agricultural producers for smooth supply of fresh
fruits and vegetables.
6. Multiple buying influences: there will be several parties involved in deciding about
the purchases because organizations will have several departments and units functioning
under it with different requirements. So, unless they have the proper resources to work
with there will be problems in the departments. For example, purchase department in a
Hospital must be aware about the specific requirements in the clinical wards, operation
theaters, labs, etc.
7. Reciprocation: This means that when an organization buys goods from another
organization then the supplier organization also might need certain other goods that are
produced by the buyer organization. For example, a stationery supplier will supply the
necessary stationeries to the paper manufacturer who in turn provides papers to the
supplier.
(b) List out the 5 important requisites of an effective segmentation by giving suitable
examples.
Ans:
1. Measurable and Obtainable: The size, profile and other relevant characteristics of
the segment must be measurable and obtainable in terms of data. If the information is not
obtainable, no segmentation can be carried out. For example, Census of India provides
the data on migration and education level, but do not specifies how many of the migrated
employees are educated and if educated how many are there in white color jobs. If a
company wants to target white color employees who are migrated to particular city, will
not able to measure due to non availability of data.
4. Differentiable: The segments are different from each other and require different 4Ps
and programs. For example, Life Insurance Corporation of India needs separate
marketing programs to sell their insurance plans, unit plans, pension plans and group
schemes
New products are essential for existing firms to keep the momentum and for new firms
they provide the differentiation. New product doesn’t mean that absolutely new to the
world. It may be modification, or offered in the new market, or differentiate from existing
products. Therefore it is necessary to understand what are new products?
a. They are really innovative: Google’s Orkut a networking site which revolutionized
social networking. In this site people can meet like minded people; they can form their
own groups and many more.
b. They are very different from the others: Haier launches path-breaking 4-Door
Refrigerators First time in India
c. They are imitative; these products are not new to the market but new to the company.
For example, cavin Kare launched ruche pickles. This product is new to cavin kare but
not to the market.
Stage 1: Idea generation: New product idea can be generated either from the internal
sources or external sources. The internal sources include employees of the organization
and data collected from the market. The external source includes customers, competitors
and supply chain members. For example, Ingersoll rand welcomes new ideas from the
General public .
Stage 2: Idea screening: Organization may have various ideas but it should find out
which of these ideas can be translated into concepts. In an interview to Times of India,
Mr. Ratan Tata, chairman TATA group discussed how his idea saw many changes from
the basic version. He told that he wanted to develop car with scooter engine, plastic doors
etc… But when he unveiled the car so many change were there in the product. This
shows that initial idea will be changed on the basis of market requirements.
Stage 3: Concept development: The main feature that it caters to or the basic appeal of
the product is created or designed in the concept development.
Concept 1: low-end ‘rural car,’ probably without doors or windows and with plastic
curtains that rolled down, a four-wheel version of the auto-rickshaw
Concept 2: a car made by engineering plastics and new materials, and using new
technology like aerospace adhesives instead of welding.
Concept 3: Indigenous, in-house car which meets all the environment standards
Stage 4: Concept testing: At this stage concept was tested with the group of target
customers.
Stage 6: Business analysis: It is the analysis of sales, costs and profit estimated for a
new product to find out whether these align with company mission and objectives.
Stage 7: Product development: During this stage, product is made to undergo further
improvement; new features are added to the product. There is also scope for innovation
and using the latest technology into the product.
7. Sona Koyo and Rane Group came up with hollow steering shafts, saving cost and
cutting weight. Sharda Motors and Emcon designed the exhaust system and MRF
tweaked the tyres to bear extra weight on rear wheels.
Stage 8: Test marketing:
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MB0046 – Marketing Management
Assignment Set- 2
Q.1 Highlight the importance of Distribution channel and marketing intermediaries in carrying
out the marketing function.
Marketing channels include retailers, wholesalers, agents, brokers etc. Some companies
do not use these channels. They directly market their products to consumer. For example,
Dell computers ask its customers to login to the website, configure their product, and
order the same on the internet. Then generally a question comes to the mind, why many
companies use marketing channels and some do not. To answer the question we need to
understand what are the functions marketing channels do and how they are advantageous
than direct marketing.
3. Information: retailers and wholesalers collect the information from the customer and
provide the same to the company.
4. Title transforming: Marketing intermediaries purchases the goods from the company
and transform the title of goods to next intermediary or customer.
Retailers and Wholesalers are one of the most important market intermediaries:
Functions of retailing
1. Sorting: Retailers arrange the items in proper order so that customer can
easily identify his goods or services.
2. Breaking bulk: the process of unpacking big packets into small packets.
Retailer will perform this function as customer may not be able to purchase large
quantity of goods and services.
3. Holding stock: Retailer works as storage facility to organizations. Retailer
holds inventory to meet the day to day needs of consumer.
4. Channels of communication: Retailer promotes the company product
through word of mouth communication. The retailer location is also used for
point of purchase display.
Functions of wholesaler
1. Selling: wholesalers have well defined network of retailers. Hence, they can sell
the company product in the large area.
2. Bulk breaking: wholesalers buy the product in large quantities and send in small
quantities to retailers.
3. Warehousing: Wholesalers have huge space to store the goods. They help in
reducing the inventory cost to the company.
4. Transportation: Some companies have agreements with wholesalers on
transporting the goods to retailers.
5. Credit and risk taking: wholesalers provide credit to the retailers. By doing this
they take the risk of finance as well as products.
6. Information: Wholesalers provide the information to company on retailers
purchase, retail market characteristics.
Ans: 1. Product Line pricing: strategy of setting the price for entire product line.
Marketer differentiate the price according to the range of products i.e. suppose the
company is having three products in low, middle and high end segment and prices the
three products say Rs 10 Rs 20 and Rs 30 respectively
Example : Nokia mobile phones Nokia 1110 is priced @ Rs 1349, Nokia 7610priced @
Rs 6249 and Nokia E90 priced @ Rs 34599. All the three products cater to the different
segments Low, middle and high income group respectively. The three levels of
differentiation create three price points in the mind of consumer. The task of marketer is
to establish the perceived quality among the three segments. If the customers do not find
much difference between the three brands, he/she may opt for low end products.
2 Optional Product pricing :strategy is used to set the price of optional or accessory
products along with a main product. Maruti Suzuki will not add above accessories to its
product Swift but all these are optional customer has to pay different prices as mentioned
in the picture for different products. Organizations separate these products from main
product so that customer should not perceive products are costly. Once the customer
comes to the show room, organization explains the advantages of buying these products.
3. Captive product pricing: Setting a price for a product that must be used along with a
main product. For example, Gillette sells low priced razors but make money on the
replacement cartridges.
4. By product pricing: is determining the price for by products in order to make the
main products price more attractive. For example, L.T. Overseas manufacturers of
Dawaat basmati rice, found that processing of rice results in two by products i.e. rice
husk and rice brain oil. If the company sells husk and brain oil to other consumers, then
company
To day, marketing function is seen as one of the most important function in the
organization. Many marketers put the customers at the centre of the company and argue
in favor of such a customer orientation where all functions work together to respond,
serve and satisfy the customer.
Many successful and well known multinational companies have adopted marketing
concept as their business and marketing philosophies. Many Indian companies in the
banking and other service sectors follow customer orientation and service as their motto.
According to this concept, a company’s marketing effort must start right from
identifying, through Market Research, exact needs & wants of the target market.
Following are some of the unique features of business markets where large
establishments purchase the required goods and services from other businesses. Such
B2B operations determine the organizations as buyers and those organizations who
supply the various requirements will be the sellers or suppliers or service providers.
1. Few but bulk Buyers: The no. of buyers is few but they buy in large quantity. For
example, major airlines buy the necessary equipments from the aircraft manufacturers
2. Geographical concentration of buyers: Buyers are geographically concentrated. For
example, shipping industries are located on the east and west coasts of India than in any
other places.
4. Inelastic demand: The demand is also inelastic because organizations cannot make
rapid changes in the production structure and so prices remain constant in the short-term.
For example, Shoe manufacturers will not buy much leather if the price of leather is less
neither will they buy less leather if the price increases.
5. Systematic purchasing: The purchasing activity is directly between the buyer and
supplier organization which means there are no or very few middlemen involved.
Purchasing activity is usually undertaken by purchase departments based on a proper
structure and through various mechanisms like having purchase requisitions from other
sections, inviting tenders and sending invoices from the suppliers, purchasing agreements
or contracts with the key suppliers, renewing agreements etc. For example, Reliance
Fresh has regular contracts with the agricultural producers for smooth supply of fresh
fruits and vegetables.
6. Multiple buying influences: there will be several parties involved in deciding about
the purchases because organizations will have several departments and units functioning
under it with different requirements. So, unless they have the proper resources to work
with there will be problems in the departments. For example, purchase department in a
Hospital must be aware about the specific requirements in the clinical wards, operation
theaters, labs, etc.
7. Reciprocation: This means that when an organization buys goods from another
organization then the supplier organization also might need certain other goods that are
produced by the buyer organization. For example, a stationery supplier will supply the
necessary stationeries to the paper manufacturer who in turn provides papers to the
supplier.
Ans: Product line: The group of related products which uses same marketing effort to
reach the consumer. The product line identifies profitable and unprofitable products and
helps in allocation of resources according to that. The product line understanding helps
the marketer to take line extension, line pruning and line filling strategies of the
company.
(i)Product line length: The number of items in the product line is called the product line
length.
(ii)Product line stretching: Company lengthens its products line either by stretching
upwards or downwards or both ways.
(iv)Product line pruning: removing the unprofitable products form the product line.
Product mix: The number of product line and items offered by marketer to the
consumer. A company’s product mix has four different dimensions. They are product mix
width, product mix length, and product mix depth and product mix consistency.
(i)Product mix width: The total number of product line that company offers to the
consumers
(ii)Product mix length: The total number of items that company carries within its product
line.
(iii)Product line depth: The number of versions offered of each product in the line
(iv)Product mix consistency: If company’s product lines usage, production and marketing
are related then product mix is consistent else it is unrelated
Q.4. a. Select any deodorant brand and evaluate its positioning strengths or weakness in
terms of attributes, benefits, values, brand name and brand equity.
1. Product Attributes :
“ Now that we've established ourselves as a truly dual-gender brand with tailored
solutions for men and women, we're extending our 'won't let you down' promise “.
4. The importance given by the company for Safety and Care are given as follows:
(i)Our Rexona 50ml roll-on deodorant is one of the most environmentally friendly on the market.
The moulding, assembly and packaging processes were streamlined and energy
efficiency improved, with the resulting roll-on weighing an average 8% less. The new
offering uses 1 000 tonnes less plastic a year than the old 50ml roll-on.
(ii) In addition to our proprietary body-responsive technology, we've also been the first
company to introduce Rexona Crystal, a product that eliminates the unsightly white
deposits on dark garments commonly associated with aerosols and sticks. Rexona is now
present in Europe, North America and Latin America. And the revolutionary new Rexona
for Men range addresses men's very particular physiological needs.
(iii) Affordable for everyone: We're enabling millions of people in low-income markets,
such as Asia, to enjoy the brand's benefits via affordable mini-sticks, mini-roll-
ons and sachets of deodorant lotions, supported by personal hygiene education
programmes.
6. Brand Equity :
Rexona deodarant is a product of one of the largest FMCG company HUL Ltd.This itself brings
in the faith of the consumer in the brand. Thus Rexona achieves the following to a large
extent:
Due to its already established distribution network HUL is able to deliver its product far and
wide into remote parts of India.
The Rexona have a wide range of produt line.
(b) You are a research expert in the field of marketing footwear products. What are the various
research approaches you would consider before making a consumer survey regarding footwear?
Ans: The various research approaches that I would consider before making a
consumer survey are as follows:
1. Observational Approach: I would try to collect fresh data on footwear by observing
various situations and people in various situations. E.g. People in rainy season.
2. Focus Group Research: I would consider method of discussion ,in which I would
invite knowledgeable persons connected with marketing footwear’s ,consumers to carry
out a healthy discussion in the presence of a moderator to identify various facets of
footwear market. Subsequently I would analyze the recorded tape to understand the
consumer attitudes ,beliefs and behavior.
3. Survey Research: I would take the help of questionnaire to learn about people’s
knowledge ,beliefs and preferences.
Q. 5 a. What advice would you give a company that has facing bad publicity? What
steps would you tell the company to improve its reputation?
Ans: The advice I would give a company facing bad publicity are as follows:
1. The media should be handled effectively.
2. Bring in professional advice, in the form of a PR firm, and commit resources and
senior management’s time in drafting and implementing a media strategy.
3. The PR firm should be used in making the senior management understand how the
media works, demolishing negative misconceptions and building understanding of how
the media can help your business grow.
4. Bad news should be dealt with quickly.
5. Ensure that company’s side of the story is heard instead of burying one’s head in
sand.
6. Promote positive news regarding the organization.
7. Harness the media’s power to communicate to wide audiences will help protect and
grow the reputation of the firm.
1. Provide people with the accurate information and giving clarifications if needed either
through press release, media interview, websites,public messages, advertising etc.
2. Company’s top management or spokesman can give a public statement or comment
in the various media.
3. Improvising Public Relations and designing good publicity message to erase the
effects of bad publicity.
4. Continuing to provide quality products and services to the consumers.
5. Involving in community work or environmental protection campaigns or any such
activity for a good cause.
(b) As a brand manager, what are the ways in which you will select a brand name for
your product- watches and how will you position it in the market?
Ans: In selecting a brand name for a watch I would the following ways:
1. I would suggest a name that highlights the product benefits and qualities: e.g
Celebrations, which highlights that watch would be the right pick for happy occasions.
3. The selected name can easily be translated into different languages of India as well
as in foreign languages. Everyone can connect themselves with it .
4. I will ensure that it is capable of registration and legal protection.
Brand Positioning:
1. Product attributes:
Celebration for you, with you throughout life
I will use the above caption to speak that watch is all special occasions,
their remembrance and the technology used for the long life or durability of the watch.
Thus I will position the watch brand Celebrations by Product attribute strategy.
Ans: MIS can be defined as a system that consists of people ,equipment and
procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate
information to marketing decision makers.
Characteristics of MIS are as follows:
1. It is a planned system developed to facilitate smooth and continuous flow of
information.
2. It provides pertinent information, collected from sources both internal and
external to the company, for use as the basis of marketing decision making.
3. It provides right information at the right time to the right person.
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