Read the case given below and answer the questions given at the end of the case. Homemade Ice-cream Ltd: Homemade Ice-cream Ltd. manufacturer of ice-cream and frozen yoghurt was founded in 1998. It soon became popular with its innovative flavours, made from fresh milk and cream. The company currently distributes ice-cream, frozen yoghurt and novelty products nationwide, in super-markets, grocery stores, franchised Homemade scoff shops, restaurants and other venues. Homemade's product strategy is to differentiate its super premium brand from other ice - cream brands. The brand image reflects high quality, uniqueness, and a bit of amusements. For example, 'Chubby Hubby' has chunks of chocolate - covered peanut butter - filled crisp biscuits in a rich vanilla malt ice - cream. Other names in the company's line of Ice - Cream include Totally Nuts, Chunky Monkey, Super Fudge Chunk etc. The new product development and flavour naming process are a top priority at Homemade. Questions: (a) Does Homemade use an individual or a family branding strategy ? What are the relative advantages and disadvantages of the two strategies ? (b) What are the characteristics of a good brand name ? How do you rate homemade flavour names based on these criteria ? (c) Homemade plans to introduce a sugar free, low fat Ice - Cream targeted at Calorie - conscious customers. How should it go about test marketing the same ? Suggest a suitable brand name for the new product. SECTION-B Note : Study the case given below and answer the questions given at the end. It is a complaint letter written to the proprietor of a restaurant by an angry and disappointed customer. THE COMPLAINT LETTER October 13, 2020 BAHRAIN Managing Director, The Retreat House, BAHRAIN Dear Mr. A, This is the first time that I have ever written a letter like this, but my wife and I are so upset by the treatment afforded by your staff, that we felt compelled to let you know what happened to us. We had dinner reservations at The Retreat House for a party of four under my name for Saturday evening, October 11. We were hosting my wife's brother and his wife, visiting from U.S.A. We were seated at 7:00 p.m. in the dining room to the left of the front desk. There were at least four empty tables in the room when we were seated. We were immediately given menus, a wine list, ice-water, dinner rolls and butter. Then we sat for 15 minutes until the cocktail waitress asked us for our drink orders. My sister-in-law said after being asked what she would like, "I'll have a martini straight-up with an olive." The cocktail waitress responded immediately, "I'm not a stenographer." My sister-in-law repeated her drink order. Soon after our waiter arrived, informing us of the specials of the evening, I don't remember his name, but he had dark hair, wore glasses, was a little stocky, and had his sleeves rolled up. He returned about 10 minutes later, our drinks still not having arrived. We had not decided upon our food but requested appetizers, at which time he informed us that we could not order appetizers without ordering our food at the same time. We decided not to order our appetizers. Our drinks arrived and the waiter returned. We ordered our food at 7:30. When the waiter asked my wife for her order, he addressed her as "young lady". When he served her the meal, he called her "dear". At ten minutes to eight we requested that our salads be brought to us as soon as possible. I then asked the waiter's assistant to bring us more rolls (each of us had been served one when we were seated). Her response was, "who wants a roll," upon which, caught off-guard, we went round the table saying yes or no so she would know exactly how many "extra" rolls to bring to our table. Our salads were served at five minutes to eight. At twenty-five minutes past the hour, we requested our food. It was served at 8:30, one and one-half hours after we were seated in a restaurant which was one-third empty. Let me also add that we had to make constant requests for water refills, butter replacement and the like. In fairness to the chef, the food was excellent, and as you already realize, the atmosphere delightful. Despite this, the dinner was a disaster. We were extremely upset and very insulted by the experience. Your staff is not well trained. They were overtly rude, and displayed little etiquette or social grace. This was compounded by the atmosphere you were trying to present and the prices you charge in your dining room. Perhaps we should have made our feelings known at the time, but our foremost desire was to leave as soon as possible. We had been looking forward to dining at The Retreat House for quite some time. We will be hard-pressed to return to your establishment. Please be sure to know that we will share our experience at The Retreat House with our family, friends and business associates. Sincerely, Y Questions : (a) Identify the key problem areas which resulted in a bad customer experience at the restaurant. Give your suggestions for improvement. (b) If you were in Mr. A's position, how would you respond to the above letter ? SECTION-C A group of four young and enterprising management graduates having post qualification work experience between 6-8 years have joined hands together to start a new business. Each member in the group is very dissimilar in their personality and outlook but they share a strong bond of entrepreneurial spirit which probably was the reason to collaborate to form an entity. Having done their homework by way of research and environment scanning the group had decided to start a business of providing employment opportunities for management and technology graduates for various positions. The core focus of the business is only to cater to the HR requirement of manufacturing sector across all Industries which are in line with the government push to encourage manufacturing sector. With a clear vision and mission statement the start-up is a Brick and Mortar business model and technology adoption would merely play a facilitating role for seamless operations. Questions : (a) Propose suitable vehicles of communication that would help create awareness and publicize the firm's business. (b) Develop the promotion mix for marketing the firm's services.