Marketing Management 5th Edition Rajan Saxena - Solutions

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How can companies attract and retain the right customers and cultivate strong customer relationships and communities?
How can companies deliver customer value, satisfaction, and loyalty?
What are some influential developments in the macroenvironment?
How can companies accurately measure and forecast market demand?
How can companies collect marketing intelligence?
How is strategic planning carried out at different organizational levels?
What forces are defining the new marketing realities?
What are some core marketing concepts?
In your opinion, what are the chances of Unilever succeeding with its sustainable living plan? Are there any pitfalls?
What are the next steps for Apple Pay?
Is there a conflict between managing the online channels and offline channels? Do the Apple-owned stores cause this conflict?
How does she create customer experience within the stores and online service – and what would you suggest she does under service process innovation, people management and/or the physical environment enhancements?
How is Walkers reacting to increased pressure to use recyclable crisp packets?
What did the company learn from its ‘Walkers Wave’campaign?
How is Walkers linking outdoor and social media spends?
In what ways is Walkers using social media? Which platforms offer the best opportunities? How might social media assist the new crisp product development activity?
What are the pros and cons of continuing to feature the celebrity Gary Lineker in Walkers’ main advertising spend?
How do time-poor customers respond to different approaches and experiences?
What are the key performance indicators (KPIs) to determine strong and positive engagement?
What are the changing customer needs and behaviours today?
How can creativity be encouraged within key account management to develop relationships and optimise outcomes and business performance?28
What does it mean to have a strategic key account management approach that focuses on strong collaborative and open relationships?
What should companies evaluate to ensure they are delivering a sustainable commercial strategy?
If the target for the future isn’t just delivering on the bottom line – what is it?
How is its role going to evolve in the changing business environment?
Does the classical sales force have a future?27
What sales management skills are needed?26
How would you advise Burberry to set its pricing policy and how should it respond to competitive price pressure?
The designer Christopher Bailey transformed the tone of the brand (see articles by Jess Cartner-Morley, Christopher Bailey (2017) How Burberry’s creative force transformed the brand, The Guardian, 31 October,
How are Big Data and AI driving success in the fashion world? See Bernard Marr & Co case study on https://www.bernardmarr.com/default.asp?contentID=1282.
November, https://www.theguardian.com/business/2017/nov/09/burberry-to-reinvent-itself-as-a-super-luxury-british-brand.
and the article by Zoe Wood and Julia Kollewe (2017) Burberry to reinvent itself as a super luxury British brand, The Guardian,
Study the company’s 2017/18 Annual Report and assess how Burberry is energising its brand, with reference to appropriate material in Chapter
What is the price of the next-best alternative offering?
Which competitive brands do customers perceive to be our closest competitors?
How do customers (current or potential) view our brand?
Will the strategic alliance with The Walt Disney Company strengthen the Pandora brand? Why/why not?
What is the competitive advantage that Virgin is focusing on? Do you think it can maintain this competitive advantage against major competitors such as United Airlines and American Airlines?
How can we ensure that all departments are customerorientated?Would you consider Virgin Atlantic to have a marketing philosophy?
How can we grow and manage our business?
How should we best use technology internally and at the customer interface?
How can we spot and choose the right target market(s)?
How to assess measures for target audience reach and performance?a. Utmost need: size, incidence, severity, and helplessness.b. Most ready to receive: ready, willing, and able to respondc. Easiest to reach: identifiable, venues for distribution channels, and communicate.d. Best match: In terms of
What approach should be chosen?a. Segments need to be set in a priority order.b. A disproportionate amount of resources should be allocated to most effective segments.c. Target audience (markets of greatest opportunity) emerge as those with greatest need for action.d. Targets should be the best
Should there be a plan for social diffusion?a. Social diffusion is a model that describes the diffusion or spread of an idea or behaviour through a population.b. This is a “natural” force and requires diffusion of the desired behavior.c. Successful campaigns establish ways to measure progress
Is communication-only campaign a social marketing campaign?a. It may be.b. A campaign that uses only words meets the criteria for a social marketing effort. However, it is more likely to be successful if other influence tools are used as well (demonstration).
Does there have to be a narrowly defined and targeted audience segment?a. No. But again, this is also a best practice, based on few homogeneous segmental behavior. Different segments within a particular population have different barriers and benefits sought. It requires different interventions.b.
Does this socially oriented marketing have to use all 4 Ps in order to usher a change in the behavior of target consumers?a. No, but this is best practice. Efforts will be more successful when the company does so.All the 4Ps are necessary to surpass audience barriers, increase benefits, and upstage
What are the factors that were considered by Unilever to launch social marketing projectsIndia and elsewhere?a. A customer focus: A genuine curiosity, even hunger, to know what the potential customer thinks and feelsb. Planning process. Deep understanding of target audience, nurture their needs, to
What are the various factors that retailers should consider to generate profits with respect to doing business in different product category or assortments? (Hint: Refer Annexure IV Key indicators to Daily Deals and Profitability) 20 minutes.earning outcome: The dynamics of learning the product
What should be the offer mix given to the retailers by the sales team of Groupon for different retails formats. (Hint: Refer Annexure I in case study) 15 minutes.earning outcome: Buying criterion of different products retailers when they choose different deals.
What are the business factors the target groups retailers consider to evaluate and use the Groupon business deals or offers? (Hint: Refer Annexure III in the case study) 20 minutes.earning outcome is about the retailers’ understanding of the business deals, coupons offers, and analyzing the
How to identify potential consumers, here the retailers who want to buy the Groupon products and differentiate these retailers as per “Retails Formats”.(Hint: Refer Annexure I in TN given (i.e., Table 22.1, p688; Table 22.2, p690 and Table 22.3, p691, Kotler, 15th edition) 20 minutes.earning
As a communication consultant to Wonder Cement, what could be your suggested strategy for the ensuing festival season?
Amongst which critical stakeholder could this digital marketing strategy have gone wrong?Why?
Evaluate the social media marketing strategy of Wonder Cement-both for internal and external stakeholders. Explain the rationale for both stakeholders.
Explain the role of owned content in leveraging the digital marketing strategy of Wonder Cement? Discuss the online and offline customer engagement strategy used by Wonder Cement and its synergistic impact on brand building.
Critically evaluate the radical digital marketing communication strategy used by Wonder Cement. List out the pros and cons of Wonder Cement strategy vis-à-vis the traditional communication strategy followed by the other cement brands in Rajasthan?
Develop and discuss the next phase of the Brand’s Integrated Marketing Communication programme.
According to you what has been the most critical factor(s) that contributed to the brand’s success during the launch phase in India?
Discuss the various elements of the Integrated Marketing Communications campaign developed and executed for Oreo launch. Emphasis on the major focus on distribution and In-store presence of Oreo prior to the launch of the TV Campaign?
Elaborate on the communications strategy developed for Oreo in India. Do you agree/disagree? Why?
Analyse and discuss the competitive scenario in the Biscuit’s category in 2011. Do a SWOT on the competing brands and Oreo.
The restaurant was designed to give a unique dining experience to all. What is your response to expanding the mime concept into a home delivery service? Will this lead to exploitation of the specially-abled community or increase the revenues for the business dramatically? Will this concept work?
Keeping the SERVQUAL model in mind, what are the gaps seen in the restaurant service industry? How has Mirchi & Mime managed to bridge these gaps?
What are the challenges you foresee for the team on their journey to build and expand to 21 restaurants by 2018?
In this new era of shifting customer relationship, how has Mirchi & Mime forged a strong internal and external customer-based engagement using customer empowerment and customer co-production to deliver compelling value to the relevant stakeholders?
Discuss the pros and cons of the unique Mirchi & Mime fine dining concept.
As a consultant engaged by Maruti Suzuki, scan the competition for the company. Also identify opportunities and customers, both current and potential for the right strategy build-up of the company.
Enumerate on the various challenges being faced by Mahindra & Mahindra, a brand known for SUVs. What strategies should it lay down to fight emerging competition in the SUV segment?
Leader brand Maruti Suzuki in order to remain dominant is making efforts to expand total market demand, protect its current market share and also to increase its market share. Explain the various steps and strategies adopted by Maruti to achieve the above.
An effective marketing strategy calls for maintaining a good balance of consumer and competitor monitoring. Highlight on the basis of the case as to how different brands have been successful in maintaining this balance?
How important is legacy in the Nivea brand story?
How can company grow and sustain the brand Nivea?
What do you think should be the brand proposition going forward?
Why was the brand not successful? What changes were made to the positioning?
What was the positioning for Kellogg’s cornflakes at the time of launch?
If the company plans to launch another brand, which segment they should be looking at?
What were the considerations in choosing “comfort” segment for Xylo?
Can you identify any other variable for segmentation which M&M could have used?
Analyze the segments identified by Mahindra for utility vehicles? What was the basis of this segmentation?
Explain the roles of various decision-making units in the B2B above case?
According to you, did Zicom bag this order? Why?
Discuss the various avenues the Zicom followed to ensure that the company had covered all areas from a technical and cost perspective to ensure success on the negotiating table.
Elaborate the common objections that have been raised in the final negotiation meet between Zicom and MNK Insurance Ltd.? Are they tenable?
Analyze and discuss a typical B2B buying process for a high-tech product in a tender contract format? Specify the pros and cons of the tender contract system.
On the consumer characteristics front, three factors mainly cultural, social and personal are said to influence consumer buying behaviour. Keeping the case in context, illustrate in detail the role of these factors and the changing influence being observed today. Also highlight how habits and
Analyse critical stages in the purchase-decision process and how changes in them is making marketers develop different strategies which can lead to success.
In the present digital world, new tech trends are emerging and consumer habits are completely transforming how, where, and why we buy. Explain in context with the case.
Customer relationship management (CRM) process aims at enhancing customer loyalty. What are the various initiatives on the establishment of customer connect, management of data, investment in technology, and people development being taken by organisations today for an effective CRM strategy?
Relevance, experience, engagement, personalisation are some terms gaining importance in the current age for customer acquisition and retention. Explain how these have added new dynamics to the game of building brand loyalties.
‘Delivering customer value has a strong linkage to generating long-term customer loyalty.’Provide arguments from diverse sectors supporting the statement.
‘Trust, commitment and customer satisfaction are the pillars to building customer loyalty.’ Enumerate through different examples, keeping the case in context.
Continuous value enhancement for the customer is the new goal of every marketer to differentiate and stay ahead on the curve. Lay down in detail the various value enhancing initiatives being taken by different players in the e-commerce segment.
In the light of the case explain the Porter’s value chain and its key activities and how it has helped Flipkart to bring cost efficiencies and create value in a specific business.
Market oriented strategic planning by Flipkart enabled it in staying in sync and relevant to the changing market opportunities. Explain.
Explain the value delivery process which involves the exploration, creation, communication and delivery of superior value to the customer. (With the help of any example covered in the case)
Customers always seek to maximize value from every purchase. They will buy from the firm that they perceive to offer the highest customer-delivered value (difference between total customer benefits and total customer cost). Explain with reference to the given case.
Evolve a customer relationship management programme for Maruti Udyog and Bharat Petro- leum for their rural consumers. (LO3)
A recent study by AC Nielson has shown that a significant change driver in rural families is the young daughter-in-law. She is today an important buyer of cosmetics and even the latest household products. Given these findings, Lakme and Revlon have decided to launch their products in rural markets.

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Marketing Management 5th Edition Rajan Saxena - Solutions

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