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Marketing Management 5th Edition Rajan Saxena - Solutions
LG wishes to launch its flat screen television in rural markets in Punjab, Haryana, Maharashtra and Gujarat. Identify the target customer groups in the rural areas of these states and also their location. Evolve a marketing strategy for LG which will help the company gain 25% penetra- tion in these
Study a large distance education programme and document its activities. To what extent are physical channels used to supplement the use of electronic channels? (LOI, 2 and 4)
Distinguish between core product and supplementary service elements. Which of these pro- vides most opportunities for competitive advantage? Why? (LO4)
A law firm was defining its service standards. Having grown over a period of time, it now wanted to prepare itself for global firms. All along it had emphasized its core value of reliability on the strength of its partners and professional associates and held ethics over and above any other value.
Interview customers who are currently participating in loyalty programmes with one or more service businesses (note that some individuals may belong to more than one loyalty programme in the same industry, such as two frequent flyer programmes). Ask (a) what motivated them to sign up in the first
Choose a service that you are familiar with and create a simple flowchart of how you use it; commenting on the sequence, your expectations at each stage, and encounters with other people (staff and customers). (LOI)
How can Flipkart offer competition to firms like Amazon and Alibaba? (LO5)
One of the challenges that Indian IT industry faces is that of retaining its competitive advantage in the midst of the emergence of other low cost centres likes China, Vietnam and some of the other countries in South America. If you were retained as a consultant to advise, what strategy would you
Study the marketing strategy of Mahindra and Mahindra's SUV and Tractor for the world market? What lessons can you draw from this strategy? (LO2 and 3)
What are the three objectives of global competitive marketing strategy? How could each of them be used for Indian firms? (LO3)
Using lead market model, develop a global marketing strategy for a publishing house that has specialised in publishing Indian fiction and non-fiction? (LO3)
In evolving a global marketing strategy for leatherware, what factors would you consider? (LOI and 2)
What are the environmental forces that influence the globalisation of business? Discuss each of them with examples. (LOI)
Use Marketing Audit for assessing marketing performance of one of the companies of which you are familiar. (LO3)
A firm wishes to enter the rural market. What are the channel analytics it should use to plan its channel strategies? (LO2)
Tata Motors acquired Jaguar and Land Rover for a price of $2.3 billion. Tata Motors now wishes to turn around these luxury brands. What marketing measures it should use to understand the brands performance in the world luxury market? (LO2 and 3)
Vodafone recently acquired Hutch share in Hutch Essar for a value of $11.1 billion. Some analysts feel that it was high. If you were to advise Vodafone on whether it was a right value, what approach would you take and why? (LO2)
The synergy between telephone, computer, and other technologies have provided the customer with great choice and access; however, organisations need to balance the remoteness brought about by technology and the need for the customer to feel a valued individual. What steps would you take as a
As a responsible marketing head of an airline firm, do you think there is an advantage in competing on personal service rather than price? Also, how can you personalise your service to improve customer service? (LO2)
As a leading organisation in the hotel industry, what standards and goals must you set to achieve the highest levels of customer loyalty? (LO1)
Discuss the strategy of mass customisation and the product market situation and where it can be used. (LO4)
With the help of an example, show how a firm can evolve value added marketing strategy IVAMS) (LOA)(VAMS). (LO4)
Narayan Hridayalaya has created a history by offering low cost cardiac surgeries. Today the demand for cardiac surgery has increased primarily because of the consumer lifestyle. Today, there are many other hospitals that have come up whose specialisation is in cardiology. These are super
Air Asia launched its services in India in 2014. It faces competition from Air India, Jet Airways and now recently introduced Vistara from Tatas who are in partnership with Singapore Airlines besides it also faces competition from other low cost carriers. If you were the Marketing Director of Air
In the Indian context, which are the most appropriate media for reaching out to target markets?
What are the major factors that have contributed to growth in direct marketing? (LO1)
How can database marketing be used for segmentation and marketing strategy development?(LO1)
What is database marketing? How can it be used to strengthen the sales of cosmetic products for both male and female markets? (LO1 and 2)
Walmart has been eager to put its footprint in India. Why do you think it would want to enter India? What should be the retail model this company should adopt for India market? (LO4)
Amazon.com entered the India market in 2014 and made a splash with several consumer brands specially garments partnering with the e-stores. The company competed with Flipkart for the consumers mind, market share and loyalty. Flipkart, on the other hand, returned the Amazon fire with more brand
The Indian market is in a growth phase, yet the profit margins are declining but costs to servea customer are increasing every day.’ Given this situation many retail stores seem to be closing their shops in the malls. If you were to advise Pizza Hut, which is one such retail outlet, what advice
Internet is a powerful medium. Evolve a plan to set up a grocery and food mall on the net.(LO1)
Walmart is today considering setting up its operations in India. You have been appointed as a consultant. Develop a strategy which can help it to successfully enter the Indian market. (LO1)
As marketing director of Kellogg's, evolve a market driven distribution system for the Indian market. (LOS)
In a recent annual marketing conference of a leading consumer entertainment electronics firm, dealers walked out over the issue of margins offered by the company and investments required by it in its product mix. They complained of low distribution equity. If you were the manager, how will you
Discuss the future of vertical and horizontal marketing systems in India. (LO3)
Discuss the distribution alternatives available to a firm. Where and how will you use each of these alternatives? (LO2)
A diversified consumer product company wishes to develop a distribution channel for its range of designer garments and accessories. What factors will you consider in developing the distri- bution channel? What factors will you consider to assess an intermediary? (LO2)
As a marketing manager for a financial services company selling data, insurance products, stocks, and bank products, you are interested in developing a distribution channel to enlarge your market. What role would intermediaries play in your strategy besides enlarging the market reach? (LOI)
A company decides to improve its relationships with its customers. What steps should it take to build this relationship? (LO4)
Why is it that a consultative style of selling is considered to be superior to other selling ap- proaches? Are there any sales situations where other approaches can be used? (LO3)
What is a sales quota? What are the other different quotas a sales manager can use? Discuss the merits and demerits of the quota system and also that of involving dealers and the sales team in its determination. (LO2)
Compensation plays a key role in motivating the sales force. Discuss the role of monetary and non-monetary factors in motivating the sales force. (LO2)
(a) What factors would you consider in designing the sales territory for a new processed foods company? (b) When would you like to consider redesigning the territories? (LO2)
The sales manager of a company had often wondered if he had the right number of sales people.In a recent review of operations, he came under severe criticism for not being able to deeply penetrate the various market segments. To his explanation, that he was understaffed, he was told to take a fresh
'Sales people need to be continuously developed in order to make them competitively fit'. Ifyou were the sales manager of a leading consumer products company, how would you like to make the sales training programmes effective and result oriented?(LO2)
Discuss the role of a sales manager in a consumer durable, consumer non-durable, and service industry. (LO1)
What could be the sales promotion plan for a web based news magazine? (LO3 and 4)
Which type of sales promotion vehicles will you use to promote the sale of a premium brand of men’s toiletries? Why? (LO2)
What could be the sales promotion objectives for: (a) a newly opened restaurant; (b) Nescafe instant coffee; (c) a beachside hotel during the monsoon season; (d) a premium brand of toilet soap; and (e) a new Internet Service Provider? Justify your response. (LO1 and 2)
A new brand of cellphone has to be launched by a leading electronic firm. After an indepth analysis of the market, the firm decided to position it as an aspirational product for the new age young professionals. You have been hired to develop a communication strategy which will help the company
It is said that advertising is a waste of scarce resources in a developing country like India. Do you agree? Substantiate your arguments with appropriate examples. (LO4)
A leading European departmental store is all set to enter the Indian market. You have been retained as an advertising consultant. Evolve an advertising strategy for this store. You may spell out your assumptions and clearly mention objectives, copy platform, and media choices. (LO3)
What are the goals of advertising? In which situation can sales and behavioural change in the target audience be considered an advertising goal? (LO2)
What factors have led to a boom in the advertising industry in India after 1991? Briefly discuss each of these with appropriate examples. (LOI)
Apply the four major elements of promotion mix to market Child Relief and You (CRY) or a family planning programme in the country. (LO5)
What types of consumer response should the marketer aim at in the communication strategies for the following: (LO3)(a) Life insurance(b) Mutual funds(c) Microwave oven(d) Cellular phones(e) Personal computers
A company wishes to launch new toothpaste which can effectively prevent cavities and tooth decay. But the toothpaste market is highly crowded with multiple brands. Assume you were to evolve a marketing communication strategy. Which appeal will you use and why?(LO1, 2 and 3)
How can you enhance transparency in brand's pricing decisions? (LO6)
A mobile phone manufacturer wishes to add smartphones and tablets along with other wearable devices such as wrist watch or wrist band. The market which is highly competitive is also witnessing exponential growth. What will be your objectives in pricing new products? What strategy and tactics will
What is a sealed bid? Where and how is it used? (LO4)
What are the factors that should always be considered while making pricing decisions? Would these change in the case of a new product? Why? (LO3)
What is price elasticity? How is it measured? What factors determine price elasticity? (LO2)
In recent years, discount sales have been on the rise and several discount stores have come up in the country. Regular discount sales are also organised by firms and retail stores around festive seasons. Yet, there are many designer brands who do not have such discount sales and yet record large
A telecom company was faced with the problem of customer churn which was higher than the industry average. An analysis showed that the customers were dissatisfied with the service provided by its various customer service centres. What strategy would you suggest to reduce the churn in this telecom
One of the leading banks has set up a call centre to respond to the service calls of its customers.Its hope was that the customer satisfaction will increase. However, a recent survey showed a decline in customer satisfaction. The call centre personnel were found to be rude, non-responsive and ones
Design an instrument to measure service quality of online taxi aggregator services or a mobile telecom firm Vodafone. (LO3)
A consumer durable company is contemplating to introduce some guarantee for its product. In this context, it wonders whether it should introduce product performance guarantee, service guarantee or money back guarantee. What recommendation would you like to give? What are the factors the company
Could there be a situation where a brand may have low state of awareness but high brand value?If so, identify and analyse such brands and the reasons for the same.
Study the brand power of four major brands in your area and evolve a marketing strategy to enhance their power. (LO2)
Evaluate various methods of brand valuation in the Indian context. (LO2)
Perform a brand analysis using Surf as an example. (LO1)
Companies like Flipkart, Snapdeal, PayTm and Uber are firms that have used internet and thenew consumption behaviour in India to grow their business. Study any of them to identify success factors and lessons for a new online banking services. (LO8)
Study an organisation, such as Apple or Google, and identify structures that can help firmsdevelop innovative products. (LO7)
Co-production is considered as one of the successful ways of product design. If you were a marketing manager for an educational product like Test Prep for Test Publishing Co. How would you go about in the new product development? (LO5 and 6)
A consumer product company wishes to enter snack food market. If you were the product manager, what would you do to develop a product in this category? (LO3)
A company in the consumer durables industry has just added an electronic cordless broom to its product line and has approached you for its positioning. The product is targeted at middle income households and is priced at `2,200. The company is a leader in its other product lines.Work out a
What is a new product? Outline the various stages in new product development. (LO3)
If you were the marketing manager of a cellular phone company, what steps would you take to diffuse a new product in the Indian market? (LO2 and 4)
What factors contribute to the success or failure of a new product? (LO1)
Examine the ethical issues in marketing of Facebook and other social networks. (LO5)
A leading publishing house wishes to launch web based books, periodicals and magazines.What should be its strategy? (LO1, 3 and 4)
Critically evaluate the model for combating duplicate or grey products, and identify industries where it can be successfully used. (LO4)
A leading consumer durables firm is interested in modifying its product mix. What factors will you consider or recommend for this analysis? Elaborate on them. (LO2)
A food product (biscuits/cookies) brands is today facing severe competition from global and regional brands. It is been facing a continuous decline in its market share. If you are the marketing manager of this firm, what would you do to arrest its decline and take it on growth trajectory? (LO2)
A table manufacturer wishes to make tables environmental friendly. What should the company do to make its products green? (LOI)
Estimate the market size for hybrid cars. (LO2)
Identify the market for an electric four geared bicycle in different market segments in India.(LO2)
Estimate the market for an environment friendly refrigerator and computer. In doing so identify all critical factors that you think are important to understand the market. (LO2)
Estimate demand for an information service provided like Askme. Based on this forecast evolve a plan that will enable it to fight competition from Yellow Pages and other similar mo-bile or internet enabled information service provider. (LO2)
Based on the above, estimate the market size for herbal shampoos in Mumbai, Delhi and Chennai. (LO2)
A manufacturer of toiletries is interested in estimating the demand for herbal shampoo in urban centres of India. What factors will you consider in estimating this demand? (LO1)
The mobile phone market is today highly competitive both in terms of the product form and brands. Global brands like iPhone, Samsung, LG, BlackBerry, etc. face the heat from Chinese handsets and those manufactured by Indian companies like Micromax, Lava, Gionee. iBall has recently launched its
Critically evaluate the market segments for Titan, Rado and Rolex brand of watches. What are the value propositions of each of these brands for different market segments? (LO3)
Assess the Tanshiq segmentation and brand positioning strategy. (LO2 and 4)
The new Airline Vistara was launched in early 2015. The airline is a joint venture btw Tata Sons and Singapore airlines. It was launched on 9th January 2015. As of April 2015, it operated 197 weekly commercial flights across eight domestic destinations in India. The airline offers Busi-ness Class,
A designer brand for cosmetics is eager to enter the India market. This brand is a well-known brand in the US market. Often used by the teenage girls and young girls in their 20s. The US positioning of the brand is based on the lifestyle. India market is today highly competitive with many of the
One of the factors that help enhance transparency and speed up decision is the e-tender. A large realty firm is to start a township project near Mumbai and wishes to buy best construction material at competitive prices. To prevent any malpractice, it wishes to go the e-transaction way. Design the
How do buying influences on a public sector firm differ from that of a private sector firm within the same industry, for example, petroleum? (LO3)
Based on buying centre analysis, what marketing strategy would you suggest to an industrial valves company? (LO2)
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