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Internal Assignment Applicable for
SEPTEMBER 2018 Examination
Course:
Marketing Research
1. Your company is a new start-up which is planning to give stiff
competition to Google maps by coming up with a GPS-based mobile app which can
provide best routes / maps cum shopping assistance. It aims to be a complete
guide to road travelers on the best routes, markets and products available
en-route, other shopping assistance etc. However, this idea needs to be
explored and tested for its feasibility. Discuss the new product development
process that you would follow for evaluating the feasibility. Which of the
various product testing methods will you use for testing your mobile app and
why?
(10 Marks)
2. A leading NGO has been entrusted by the Dhirubhai Ambani Foundation
for creating awareness regarding organs donation on the World Organ Donation Day.
Towards this, the NGO is preparing an advertising campaign which shall be
launched to reach out to the general public. The advertising campaign is being
seen as a tool for bringing awareness and some positive change in the society.
The NGO and its Ad Agency have created few innovative ad copies but the
Foundation is insisting on rigorous Ad testing before launch. What is Copy
Testing? Which methods of Copy testing should they use in both the stages:
pre-release and post-release?
(10 Marks)
3. Domestic and International airlines have been pushing the Telecom
Commission to allow making calls and browsing the internet while flying in
Indian airspace, once the aircraft reaches an altitude of 3,000 metres.
However, the Govt. and the Telecom Authorities are skeptical since this
requires huge investment to be made by the airlines ultimately resulting in
heavy pricing, much higher than the rates for mobile services. You have been
asked to conduct a research to identify the target customer and understand the
consumer needs towards inflight calls and internet services and their
perspective and opinion towards the prices that they would be willing to pay.
a. Describe the profile of your target customer and discuss the major
sources of secondary data that you would collect to identify him / her? (5
Marks)
b. For the primary data that needs to be collected towards this
research, briefly describe the research methods that you would use (5 Marks)
Course:
Integrated Marketing Communications
1. You are a young entrepreneur and have just opened your own PR agency.
How would you go about acquiring new Clients? (10 Marks)
2. You are the brand manager of an automobile company and your company
is launching a new car. Explain the Integrated Marketing approach you will use to
launch the product?
(10 Marks)
3. Case Study
Singing Marathon by a Cough Syrup Brand
You are Brand Manager for a Cough Syrup brand. You have organised a
Singing marathon at Delhi. The marathon will be a relay with people in groups
of 20 singing non-stop for maximum time. The collection from the marathon will
be donated to support singers from the lower strata of society. You want to
invite people to participate. The Objective is to associate clear throat with
singing.
a. How would you go about identifying target groups? (5 Marks)
b. What would be your PR approach? (5 Marks)
Course: Decision
Analysis and Modeling
1. Comment on the applications of Decision Analysis and Modelling in
Finance, Marketing, and Human Resource Management. (10 Marks)
2. In transportation and transshipment problems, differentiate between
the Least Cost and VAM methods. (10 Marks)
3. A company management and the labour union are negotiating a 5 years
agreement. Each of them has 4 strategies available.
I – Hard Bargaining
II – Logical Bargaining
III – Legalistic Bargaining
IV – Conciliatory Bargaining
The costs to the company are given below:
Union Strategies
Company Strategies
I
II
III
IV
I
20
15
12
35
II
25
14
8
10
III
40
2
10
5
IV
-5
4
11
0
a) What is the optimal strategy adopted by the two sides? (5 Marks)
b) Calculate the value of the game (5 Marks)
GET SOLVED ASSIGNMENTS
YOU
MAY CALL US ON - 7506193173
WHATSAPP
NUMBER- 9967480770
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