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INTERNAL ASSIGNMENT APPLICABLE FOR SEPTEMBER 2020 EXAMINATION

Information Systems for Managers

1. Mr. Rajat Shah, a popular consultant from IBM has been invited at a seminar to speak about green computing. As an advocate of green computing, what are the points he should mention to the audience to consider in order to practice Green computing in their organizations? What are the benefits to organizations in practicing Green computing?

2. The northern Spanish city of Santander has become the testing ground for "smart cities" around the world. SmartSantander is a smart city experiment aimed at improving the quality of life, reducing energy consumption and engaging its citizens in civic duties. The city implemented wireless sensor networks and embedded 10,000 sensors on its streets and municipal vehicles to monitor garbage collections, crime air quality and manage street lighting for better energy efficiency. The Santander Smart City platform allows to integrate all the information of the different municipal services and thousands of sensors deployed by the city. The latter devices collect multiple data: from air quality, noise or temperature to which parking lots are free or occupied on different streets or when it is necessary to water a particular park or garden. For example, buses have sensors at the top that allow to know the level of pollution in different areas of the city. They have also been installed on street lamps and walls inside small white boxes in order to measure noise, temperature or brightness. Multiple devices installed on the ground monitor how many cars are parked in certain streets while different information panels indicate the free places in a given area to park the car. Even paper containers and containers have volumetric measurement sensors that indicate how full they are. This information is especially valuable when planning collection routes, which may vary according to needs. As garbage trucks are also intelligent, it is possible to monitor their travel and activity. With the help of an example of a smart city in India, explain the different initiatives carried out by it under the smart city project. Highlight the benefits of a smart city? (10 Marks) Source: (https://elpais.com/tecnologia/2019/07/17/actualidad/1563371290_289881.html) 3. The advancements in information technology is rapidly transforming the retail industry. Especially, the emergence of internet of things (IoT) is providing strategic opportunities for retailers to engage customers and transform their shopping experience. IoT is a novel technology that involves delivery of retail services to users through smart or intelligent objects or devices. IoT is considered as a distinct step in the evolution of the retail industry as it combines the physical and virtual dimensions of retail environment to create a seamless and personalized shopping experience tailored to the customer’s need. It is argued that the implementation of IoT in the retail industry is expected to bring out substantial increase in efficiencies for retailers and customers in terms of cost reduction, time savings and increased accessibilities. Moreover, IoT enhances value through interconnectedness and networking, augmented intelligence, and augmented behavior. IoT is identified as one of the top strategic technology trends that is expected to reshape retail opportunities through 2020. Some of the notable applications of IoT in retail industry are Radio Frequency Identification (RFID) tagged products, smart shopping carts, near field communication systems, smart shopping carts, and virtual mirrors etc. Given the rapid growth of IoT in the retail industry, it is critical for academicians and retailers to understand the adoption process. (Source: Balaji, M. S., Roy, S. K., Sengupta, A., & Chong, A. (2018). User acceptance of IoT applications in retail industry. In Technology Adoption and Social Issues: Concepts, Methodologies, Tools, and Applications (pp. 1331-1352). IGI Global)

a. What are the potential cybersecurity challenges in using IoT in retail? (5 Marks)

b. Enlist a few areas in which IoT can be used in retail. Identify the benefits of using IoT in retail in a developing country like India.

Financial Accounting & Analysis

1. With the given information prepare the statement of Profit and Loss of the company in vertical format.

TABLE BELOW

Depreciation and amortisation expenses

295600

Purchase of stock in trade

10450

Employees benefit costs

959139

Other expenses

565000

Revenue from sale of product

5000000

Other operating revenues

2500000

Cost of material consumed

1050000

Finance cost

525000

Also share your opinion on the statement — “Revenue from operations and earnings before interest, taxes, depreciation and amortization differs from each other”. How?

2. Cash flow statement is different as it classifies financial information into three major heads which allow the stakeholders in effective decision making. Discuss the broad heads as defined under AS 3 cash flow statement. What can be the potential benefits of preparing a cash flow statement? Elaborate

3. These selected condensed data are taken from a recent balance sheet of Sambhav Realities (Rs in crores)

PARTICULARS

AMOUNT

Cash

29.3

Debtors

20.5

Inventory

28.7

Prepaid expenses

Outstanding payments

15.5

Trade payables

30.7

Unpaid taxes

Loan taken for construction of building for 11 months

a. Discuss about current assets and current liabilities, classify the above into current assets and current liabilities

b. Calculate the working capital and current ratio

Corporate Social Responsibility

Case: M/s Fun & Fun is an Indian corporate started by Mr. Khushiram, it has a large number of retail stores selling different types of toys for kids. They have 100 stores across major cities in India. The company is very focused on quality products at low prices. Mr. Khushiram’s vision is to help people and he has been doing it with his personal wealth. He has now decided to start a CSR department in the organization so that his organization can do something for the society. He hires you as a CSR Head for his organization.

1.Mr. Khushiram wants to know various types of CSR activities that his organization can undertake, suggest five CSR activities in detail for M/s Fun and Fun. (10 Marks)

2.Explain various types of stakeholders for the organization M/s Fun & Fun. (10 Marks)

3. a .Suggest various steps involved in developing a CSR Strategy for M/s Fun & Fun. (5 Marks)

3. b. Suggest various steps involved in implementing a CSR Strategy for M/s Fun & Fun.

Organisational Behaviour

1.Workplace stress is very natural to be present, the most important aspect is that organizations have to acknowledge its presence and find ways to combat it. Discuss with the help of any organization the various means and mechanism of busting/combating stress at workplace. (10 Marks)

2.How does a group differ from a team? Chalk out the differences with the help of example. (only theory would not suffice it needs to be done with the help of example.) (10 Marks)

3. a. Discuss the transactional style of leadership with one example or anecdote (example is mandatory) (5 Marks)

3. b. Discuss the Resonant style of leadership with one example or anecdote (example is mandatory)

Management Theory and Practice

1. Your organization is launching a multi-vitamin capsule aimed at elderly women all over the world during covid-19 times. What forms of business communication tools would you select in order to successfully promote your newly launched product considering the pros & cons of each tool? Do come up with brand nomenclature and tagline too.

2.You have been appointed as an external consultant to M/s NorthStar & Co. It has been observed that employees are currently feeling worried about their job security and are planning to leave the organization during covid-19 due to extended lockdown. You are a small & medium enterprise & have a turnover of Rs.10 crores. What would you do to motivate & retain existing employees. Suggest at least 5 innovative approaches towards employee motivation. (10 Marks)

3. a. You have decided to sell Air India to Vistara which is part of the Tata Group. Your employees are resisting this change proposed by you. Suggest at least 5 techniques to manage resistance to change. (5 Marks)

3. b How will you initiate the change management process at Air India?

Marketing Management

Case: M/s Toys & Joys is a retail store chain selling different types of toys for kids less than 13 years of age. They have 100 stores across major cities in India. They sell the largest variety of toys at a discounted price this is because the company enjoys economies of scale on their purchase. The company is very well focused on quality products at low prices. All the retail stores are placed in busy markets and generate huge footfalls because of their strategic location and low cost pricing. The salesmen are dressed formally but their faces are colored like a clown and everyone wears a cone cap on their head. The customer enjoys shopping inside their store because the environment is very lively and happening for the kids. The kids have a play area so that the parents can do shopping carefree. The store has large number of loyal customers. M/s Toys and Joys don’t have any marketing team neither do they have any social media presence. The company wants to expand their operations and increase the no of stores to 500 in next three years’ time. The company wants to do things more systematically with a proper marketing team. They hire you as a Marketing head to handle their marketing activities.

1.The management has asked you to explain various types of segmentation for M/s Toys and Joys. (10 Marks)

2.You came up with a new idea of manufacturing and selling stationary products in the store. The management has appreciated your idea and has asked to explain various steps that will be involved in the development of new products. (10 Marks)

3. a. Explain various promotion mix techniques that you will use to promote M/s Toys and Joys. (5 Marks)

3. b. How will you promote the brand M/s Toys and Joys online?

Business Economics

1. Assume that a consumer consumes two commodities X and Y and makes five combinations for the two commodities : TABLE GIVEN BELOW

Combination

Units of X

Units of Y

Calculate Marginal rate of Substitution and explain the answer. (10 Marks)

2. With the help of the concept of production function. Briefly explain the Law of Variable Proportions and Law of Returns to Scale. Elaborate your answer by citing real world examples. (10 Marks)

3.a. Calculate the elasticity of demand for the following data:

(5 Marks)

When the price is Rs 20 per unit, demand for a commodity is 500 units. As the price falls to Rs15 per unit, demand expands to 800 Units

3. b. From the given demand and supply market equation, Calculate the equilibrium price and quantity.

Qd=400-3Ps

Qs=200+2P

Essentials of HRM

1.Mike has not been performing well in accounts department due to the new system on taxation that has been implemented in the organisation. He is lagging behind in the concepts of current taxation norms as well as his communication skills are not as expected. The accounts head of the organisation believes in the institution of training and wants to send Mike for the same. Introduce the concept of training by commenting on the above proclamations. Also, discuss the factors influencing the effectiveness of training. Conclude your answer in a brief way by focusing on the importance of training for any organization (10 Marks)

2.Select a job of your choice and write Job Description & Job Specification for it. (10 Marks)

3.Succession Planning is essential for the survival and success of any organization as it identifies and prepares the existing workforce to replace the key personal employed in key position. Keeping this concept intact discuss:

a.One failure story where succession planning was not done properly and the organization had to bear heavily because of it. (5 Marks)

b.One Succession planning success story of any organization.

Business Communication

1. The 3 elements of written communication are effective words, sentences and paragraphs. Explain the concepts of:

a. Denotative and Connotative words with examples

b. Different sentence lengths and when you should use them

c. 3 elements of a paragraph with an example

2. thefashionlabel.com is an online apparel store. You are the Online Customer Service Manager. A disgruntled customer has written a rude email complaining that the silk blouse she purchased a month ago has torn and shrunk, after just machine-washing it once. Your website clearly mentions that delicate materials like silk can only be hand-washed. She is asking for a replacement or a complete refund of Rs. 2000. How would you respond to this complaint? Draft an email. (10 Marks)

3. Digital communication technologies are changing the face of business communication. Explain:

a.Engaging content for Social Media (5 Marks)

b.Pros and cons of Instant Messaging

Decision Science

The data set given in Table 1 is having variables namely, house price of unit area (Y), house age (X1), distance to nearest MRT station (X2), number of convenience stores (X3), latitude (X4), and longitude (X5).

Table 1: Data Set

Table Below

S.No.	X1	X2	X3	X4	X5	Y
1	6.4	90.45606	9	24.97433	121.5431	62.2
2	17.5	964.7496	4	24.98872	121.53411	38.2
3	12.7	170.1289	1	24.97371	121.52984	32.9
4	1.1	193.5845	6	24.96571	121.54089	54.4
5	0	208.3905	6	24.95618	121.53844	45.7
6	32.7	392.4459	6	24.96398	121.5425	30.5
7	0	292.9978	6	24.97744	121.54458	71
8	17.2	189.5181	8	24.97707	121.54308	47.1
9	12.2	1360.139	1	24.95204	121.54842	26.6
10	31.4	592.5006	2	24.9726	121.53561	34.1
11	4	2147.376	3	24.96299	121.51284	28.4
12	8.1	104.8101	5	24.96674	121.54067	51.6
13	33.3	196.6172	7	24.97701	121.54224	39.4
14	9.9	2102.427	3	24.96044	121.51462	23.1
15	14.8	393.2606	6	24.96172	121.53812	7.6
16	30.6	143.8383	8	24.98155	121.54142	53.3
17	20.6	737.9161	2	24.98092	121.54739	46.4
18	30.9	6396.283	1	24.94375	121.47883	12.2
19	13.6	4197.349	0	24.93885	121.50383	13
20	25.3	1583.722	3	24.96622	121.51709	30.6
21	16.6	289.3248	5	24.98203	121.54348	59.6
22	13.3	492.2313	5	24.96515	121.53737	31.3
23	13.6	492.2313	5	24.96515	121.53737	48
24	31.5	414.9476	4	24.98199	121.54464	32.5
25	0	185.4296	0	24.9711	121.5317	45.5
26	9.9	279.1726	7	24.97528	121.54541	57.4
27	1.1	193.5845	6	24.96571	121.54089	48.6
28	38.6	804.6897	4	24.97838	121.53477	62.9
29	3.8	383.8624	5	24.98085	121.54391	55
30	41.3	124.9912	6	24.96674	121.54039	60.7
31	38.5	216.8329	7	24.98086	121.54162	41
32	29.6	535.527	8	24.98092	121.53653	37.5
33	4	2147.376	3	24.96299	121.51284	30.7
34	26.6	482.7581	5	24.97433	121.53863	37.5
35	18	373.3937	8	24.9866	121.54082	39.5
36	33.4	186.9686	6	24.96604	121.54211	42.2
37	18.9	1009.235	0	24.96357	121.54951	20.8
38	11.4	390.5684	5	24.97937	121.54245	46.8
39	13.6	319.0708	6	24.96495	121.54277	47.4
40	10	942.4664	0	24.97843	121.52406	43.5
41	12.9	492.2313	5	24.96515	121.53737	42.5
42	16.2	289.3248	5	24.98203	121.54348	51.4
43	5.1	1559.827	3	24.97213	121.51627	28.9
44	19.8	640.6071	5	24.97017	121.54647	37.5
45	13.6	492.2313	5	24.96515	121.53737	40.1
46	11.9	1360.139	1	24.95204	121.54842	28.4
47	2.1	451.2438	5	24.97563	121.54694	45.5
48	0	185.4296	0	24.9711	121.5317	52.2
49	3.2	489.8821	8	24.97017	121.54494	43.2
50	16.4	3780.59	0	24.93293	121.51203	45.1
51	34.9	179.4538	8	24.97349	121.54245	39.7
52	35.8	170.7311	7	24.96719	121.54269	48.5
53	4.9	387.7721	9	24.98118	121.53788	44.7
54	12	1360.139	1	24.95204	121.54842	28.9
55	6.5	376.1709	6	24.95418	121.53713	40.9
56	16.9	4066.587	0	24.94297	121.50342	20.7
57	13.8	4082.015	0	24.94155	121.50381	15.6
58	30.7	1264.73	0	24.94883	121.52954	18.3
59	16.1	815.9314	4	24.97886	121.53464	35.6
60	11.6	390.5684	5	24.97937	121.54245	39.4
61	15.5	815.9314	4	24.97886	121.53464	37.4
62	3.5	49.66105	8	24.95836	121.53756	57.8
63	19.2	616.4004	3	24.97723	121.53767	39.6
64	16	4066.587	0	24.94297	121.50342	11.6
65	8.5	104.8101	5	24.96674	121.54067	55.5
66	0	185.4296	0	24.9711	121.5317	55.2
67	13.7	1236.564	1	24.97694	121.55391	30.6
68	0	292.9978	6	24.97744	121.54458	73.6
69	28.2	330.0854	8	24.97408	121.54011	43.4
70	27.6	515.1122	5	24.96299	121.5432	37.4
71	8.4	1962.628	1	24.95468	121.55481	23.5
72	24	4527.687	0	24.94741	121.49628	14.4
73	3.6	383.8624	5	24.98085	121.54391	58.8
74	6.6	90.45606	9	24.97433	121.5431	58.1
75	41.3	401.8807	4	24.98326	121.5446	35.1
76	4.3	432.0385	7	24.9805	121.53778	45.2
77	30.2	472.1745	3	24.97005	121.53758	36.5
78	13.9	4573.779	0	24.94867	121.49507	19.2
79	33	181.0766	9	24.97697	121.54262	42
80	13.1	1144.436	4	24.99176	121.53456	36.7
81	14	438.8513	1	24.97493	121.5273	42.6
82	26.9	4449.27	0	24.94898	121.49621	15.5
83	11.6	201.8939	8	24.98489	121.54121	55.9
84	13.5	2147.376	3	24.96299	121.51284	23.6
85	17	4082.015	0	24.94155	121.50381	18.8
86	14.1	2615.465	0	24.95495	121.56174	21.8
87	31.4	1447.286	3	24.97285	121.5173	21.5
88	20.9	2185.128	3	24.96322	121.51237	25.7
89	8.9	3078.176	0	24.95464	121.56627	22
90	34.8	190.0392	8	24.97707	121.54312	44.3
91	16.3	4066.587	0	24.94297	121.50342	20.5
92	35.3	616.5735	8	24.97945	121.53642	42.3
93	13.2	750.0704	2	24.97371	121.54951	37.8
94	43.8	57.58945	7	24.9675	121.54069	42.7
95	9.7	421.479	5	24.98246	121.54477	49.3
96	15.2	3771.895	0	24.93363	121.51158	29.3
97	15.2	461.1016	5	24.95425	121.5399	34.6
98	22.8	707.9067	2	24.981	121.54713	36.6
99	34.4	126.7286	8	24.96881	121.54089	48.2
100	34	157.6052	7	24.96628	121.54196	39.1

1. On the basis of data given in Table 1,

a. Compute the descriptive statistics using the box plot and comment upon the 5 point summary.

b. Construct the histogram for each of Xi’s as well as Y and comment upon the skewness.

c. Compute the standard deviation for X1, X2 and X3.

(10 Marks)

2. On the basis of data given in Table 1,

a. Draw the scatter plot of Y with each Xi (i = 1, 2, 3, 4, 5)

b. Find the correlation of Y with each Xi. Also check the significance of correlation coefficient at 5% level of significance for each.

c. Using multiple regression, find the linear regression equation predicting Y on basis of Xi’s (i = 1, 2, 3, 4, 5) and comment upon R square and adjusted R square value.

d. If regression is showing any insignificant variable/s (subpart c), drop the variable/s from the regression equation and run the regression again. Now compare the R square and adjusted R square with the previous model and comment on the same.

(10 Marks)

3. Team leader Mr. X claims that the average output of his team is 900 pages per day. To check his claim 50 employees are selected at random and the average output is found at 854 pages with the standard deviation of 42 pages.

a. Construct the null hypothesis and alternate hypothesis for the given problem.

(5 Marks)

b. Is the claim of Mr. X true at 5% level of significance? Construct 95% confidence interval for the sample mean.

Strategic Management

1.South Korean automotive major Kia motors is exploring the possibility of shifting its automotive plant from Andhra Pradesh to Tamil Nadu, India. Assuming that this shift does indeed happen to Sriperumbudur near Chennai, perform a Stakeholder analysis comprising of 3 steps & outline all the processes that you shall follow as a consultant to Kia Motors to satisfy the needs of all stakeholders. (10 Marks)

2.Monnalisa is one the leading Italian single brand company of children's clothes that wishes to enter India’s Retail market. Conduct a PESTLE analysis for Monnalisa in India & suggest whether Monnalisa should enter India or otherwise. (10 Marks)

3.You are the Chairman of Mush Mushi Motors in Japan. Your Indian subsidiary Mush Mushi India has managed to gain only under 2% of the market share so far & Competitor brands such as Maruti & Hyundai account for 45% & 15% of the market shares respectively. a.What turnaround strategies can you suggest to arrest the decline of revenues & profitability of your company? (5 Marks)

b.In your opinion, would it be considered appropriate to pursue a Combination Strategy? State your response with appropriate justifications & reasons.

Operations Management

1. Explain in detail the various types of plant layout concepts that area available in operations management. Give examples on where each of these types can be employed respectively. Briefly explain a layout for a Retail store format, highlighting the good points and bottlenecks, if any. (10 Marks)

2. List down briefly the various inventory management techniques prevalent in the industry. Discuss how some of these techniques would be applicable to a General Store in effective management of their inventories; i.e grocery supplies, etc (assume several inventories of your choice). (10 Marks)

3. A prominent caterer is planning to open up a mid sized multi cuisine restaurant. Considering his expertise and knowledge in the food and beverages services, he is confident of getting into a full fledged restaurant operation. You are required to suggest the team on the following points: a. Suggest a site location for the restaurant, assuming it to be Metro city (you can assume a city of your choice). Give your reasons for the same (5 Marks)

b. What strategy would the restaurant adopt for an Aggregate Operation Plan of resources given a time frame of a year?

Business Law

1. Explain the constitution of CCI under the Competition Act, 2002 and the procedure of handling complaints and enquiries. (10 Marks)

2. What is Corporate Governance and explain any two (2) changes introduced in Companies Act, 2013 that has helped in better Corporate Governance in India.

3. Mr. Inamdar, an environmental right activist has found that a private developer in Mumbai has cut large nos. of trees for creating a development project in Mumbai. He wants to find more information on the development activities carried out by the developer. As a citizen of India, he went ahead and filed an application under Right to Information Act, 2005 with the private developer. However, he was denied the information.

a. Can you explain why was he denied information under Right to Information Act, 2005? (5 Marks)

b. What are the specific instances under which information under the Right to Information Act, 2005 can denied?

Business Statistics

1. The sales figures of two firms (in million Rs.) calculated over a period of time are as follows:

Firm A

120

100

110

Firm B

110

100

120

a. Find mean and standard deviation of both the firms and interpret the same.

b. Which firm has better performance? How do you analyze the performance in this case?

c. If you need to invest in a firm then which firm would you choose and why?

(10 Marks)

2. The Manager wants to fix income of employees for production department. The past data on 8 incomes with the experience is shown below

Experience (in years)

Income (in thousands)

a. Find the correlation between the experience and income.

b. Determine the coefficient of determination and interpret it.

c. Estimate the monthly salary for a person having 14 years of experience by assuming the linear relation between the two variables. (10 Marks)

3. The weekly demand of a cell phone shop is following the normal distribution with average number of cell phones sold is 200 units and it has also been found that 90% of time the demand is lying less than 220 units.

a. Using this information find the standard deviation of the distribution. (5 Marks)

b. Determine the lowest stock that the company should maintain so that the probability of shortage is not higher than 5%.

Business: Ethics, Governance & Risk

1. Corporate interest in surveillance seems to be on the rise. A 2018 survey by Gartner found that 22% of organizations worldwide in various industries are using employee-movement data, 17% are monitoring work-computer & smartphone — usage data, and 16% are using Microsoft Outlook- or calendar-usage data. In the name of security video surveillance at workplace has become a way of life. (You can refer to chapter 9 & 10 to understand the scope of the questions).

What according to you are the five key reasons for the firms to monitor employee’s technology usage? Is business being responsible at workplace if it does so? Give reasons for your answer.

2. You see advertising for product and services everywhere you turn. It is a paid promotion that uses strategy and messaging about the benefits of a product or service to influence a target audience’s attitudes and/or behaviors. With intense competition due to globalization, it is not enough to create awareness but top of the mind recall. (You can refer to chapter 4 and answer the following question).

Briefly explain any three instances or scenarios when advertising becomes unethical. What are your reasons for thinking that they are unethical?

3. A whistle-blower alerted a financial institution via the Deloitte independent facility that cheque fraud on a specific account was going to take place later the same day. The same account had been used for fraud amounting to over Rs 80,000. The extremely agile financial institution was able to put an alert out to their branches and was able to prevent further fraud of about Rs. 27 million. (You can refer to chapter 7 and answer the following question).

a. What according to you are the three critical ethical reasons that lead to an employee becoming a whistle blower?

b. Globalization drives the marketplace and world economy today. Identify and explain any one negative or unethical impacts of globalization on society and one negative or unethical impact on environment. (You can refer to chapter 1 & 2 to answer this question).

Sales Management

1. Pricing plays an important role in selling a product in the market and to build up Brands, please help a company selling soaps and shampoos to frame their pricing policy keeping in mind their brand positioning. Support the answer with examples

2. What is your understanding of the qualities of a sales executive , how does a effectives sales executive contributes to increasing market share for a company?

3. CASE STUDY — Maggi noodles

Case : Maggi Noddles

Maggi Noodles was launched in 1982 by Nestle India Limited as ‘Maggi 2-Minute Instant Noodles’ under the prepared dishes category. Since then, Nestle has stood its ground firmly in India, by setting its foundation as a well-known brand offering solutions to customers’ wants in different segments.

Maggi noodles is one of those brand names for which the quote “I came, I was, I conquered’ is apt. The brand replaced favourite Indian desi snacks such as Samos’s and kachoris with a hot bowl of Maggi Noodles.

Maggi used the tagline of ‘fast to cook, good to eat’ to woo Indians in the early eighties. Maggy understood the consumer’s inertia and apathy to try new things. Indian consumers, at that time, were exhibiting interest in Chinese noodles, and Maggi launched its noodles to take advantage of this craze. It offered convenience to the housewife and at the same time did not undermine her involvement with the kids. The masala flavour, made its way in to the minds of the consumers and Maggi found a place in the monthly budget plan of a household.

The use of brand elements such as its tagline ‘Fast to cook and good to eat’ and its catchy jingle, ‘Mummy bhook lagi hai’ (Mummy I am hungry) helped in positioning the brand in the minds of its customers Maggi targeted mothers with the convenience it offered and children with the fun element. The advertising campaign was followed by promotional activities such as trial pack distribution in schools.

a. Outline the journey of Maggi in retaining its Brand position in India

b. How does the advertising campaigns and brand elements help the product in retaining market share?

Services Marketing

1. Fat Burger an international Burger fast food chain plans to enter India by start of 2021. They are considering the Franchising model to enter India but are clueless about its features, advantages, issues. Can you guide them with regards to the same?

2. A new food and grocery startup is planning to start multiple application based services in 10 major cities of India. One would be dealing with grocery, one with fresh foods like vegetables & fruits and one with home delivery of food from small home kitchens to offices. They are confused as what strategies to use to brand these applications. Can you explain to them the 4 broad branding alternatives and which one would suit them the best?

3. In wake of the recent outbreak of Corona Virus, most of the world today is stuck indoors. One of things being missed by most is Access to the gymnasium as they are shut and being at home, diet plans for most of us have gone kaput. You as someone who is fitness conscious is stuck up and would like to look for alternative Services which can help you exercise and maintain your fitness levels at home.

a. Explain the steps involved in the Service Consumption Model?

b. Suggest the steps that you would go through for finding this service alternative to a Gymnasium? Use the Service Consumption model for structuring your answer.

Marketing Research

1. As a researcher, you need to study how many Apna Bazaar stores in Mumbai sell Dabur Honitus brand. Which non-probabilistic sampling method would you use to complete your research? Also state the reasons behind choosing that method. Also explain as to how you will proceed ahead with choosing the areas / localities in Mumbai to conduct your research along with timelines.

2. You are the Head of a Market Research Organization. Your client Jio wishes to introduce 5G services in India beginning Jan 2021. Your client wants to understand what customer expectations are w.r.t Jio services on 5G. Draft a Questionnaire containing not more than 20 questions that would succinctly address the query posed by the client.

3. You have been recently appointed as a “New Product Development” Head for Nestle Kit Kat which operates across India. You have been asked to develop 2 new innovative products as part of their Menu.

a. Explain the process in detail to arrive at the creation of your 2 new products

b. Is there a need to conduct Test Marketing post creation of the 2 innovative products? If Yes or No, state your reasons to support your answer.

Financial Institutions and Markets

1. Mr. Ravi Shankar wants to invest and trade in stock market. However, he is completely unfamiliar how to go about it. He approaches you, a wealth advisor in the bank Mr. Ravi Shankar has his savings account, to seek guidance on the various modes through which he can participate in the stock market and category of instruments that he can invest. Advise Ravi accordingly.

2. Ritesh has recently joined an investment management company and his is given the responsibility to look after the money market instruments. His manager in order to estimate his understanding of the market, asked him to prepare a report on the instruments of the market. Suggest which instruments of the financial market should be included in his report.

3. ABC Corp. Limited is engaged in manufacturing garments in India since 1950. The company has been catering to the Indian market till now. As part of the company’s growth strategy, the company would like to extend the markets for its products to other countries. However, the company’s promoters lack awareness and expertise in understanding and managing the fluctuations related to foreign currency.

Mr. Jiwan Kumar, the CFO of the company, has been asked to make a presentation to the board specifying the following:

a. Key economic parameters/developments that influence the movements in foreign currency.

b. Options available with ABC Corp. to manage/mitigate the forex risks

International Finance

1. You are given the following interest rates.

TABLE BELOW

Rs.

3- months

12%

6-month

11.5%

5.5%

9-month

11%

5.0%

The 3-month forward rate is Rs. 75/$. Calculate the 3-month forward rate 6-months from now.

2. Suppose that the exchange rate for U.S. $1 for another currency is such that U.S. $1 = 3.5 ARS (Argentine pesos). Further suppose that if the exchange rate remains the same, you will receive a 25% return on your investment in ARS currency over the next year’s period. As an investor, you are aware of the volatility in Argentina’s currency exchange so sudden movements are expected.

If the exchange rate were to change such that $1 = 50 ARS, what return do you expect on the investment? If the exchange rate were to change such that $1 = 2 ARS, what return do you expect on the investment?

3. Groucho Marx, as Governor of Freedonia’s central bank, has problems. He sees the value of his currency, the FDK, under constant attack from Rosor, a wealthy mutual-fund manager.

Apparently, Rosor believes that the FDK will soon devalue from GBP 1.000 to 0.950.

a. Currently, both GBP and FDK interest rates are 6% p.a. By how much should Groucho change the one-year interest rate so as to stabilize the spot rate even if Rosor expects a spot rate of 0.950 in one year? Ignore the risk premium — that is, take 0.950 to be the certainty equivalent.

b. If the interest-rate hike also affects Rosor’s expectations about the future spot rate, in which direction would this be? Taking into account also this second-round effect, would Groucho have to increase the rate by more than your first calculation, or by less?

International Logistics & Supply Chain Management

1. A pharmaceuticals company Dexter pharma is based in India and is a developing brand. The company is exploring international opportunities for which they have orders for their products in the European countries. Explain the strategic approach related to international logistics and supply chain for successful order execution, processes followed and building a strong reputation in the market

2. The company named Healthy foods is into confectionary business focusing on sugar free products. The company want to set up the business outside India by launching its products in potential Australia. What is the approach strategy that the company would employ for the successful product launch? Develop an entry plan and analyze the right logistics and SCM strategies which can enhance the service quality with on time availability and generating good market share of the company.

3. A passenger car company is a strong brand from Japan. The company is in the domestic Indian market and has gained good brand recognition by its innovative designs and multiple brands and variants being offered. It has orders from Russia and the exporting of the cars will be from India manufacturing plant. The order quantities differ as per variants and brands.

a. Work out a logistics plan and routes how it must ship the products and what elements of importance it should consider while doing so like containers and packaging.

b. What kind of production planning and pricing patterns it need to implement and the supply chain strategies to be followed?

Project Management

You are evaluating two project proposals. Project A will need investment of Rs. 10 lac in one year from now. It will return Rs. 3 lac in first year, Rs. 4.2 lac in second year and Rs. 6.8 lac in third year. Project B will need investment of Rs. 8 lac in one year from now. It will return Rs. 4.2 lac in first year, Rs. 3.5 lac in second year, Rs. 2.4 lac in third year. Which project will you select? Please use NPV method.

2. You are about to launch a marketing campaign project that has half a dozen tasks such as Perform Market Research, Define Channels of Distribution, Design Marketing Campaign, Gain Budget Approval, Evaluate Marketing Goals, and Mobilize Team. There are many stakeholders in this project such as market research department heard, accounts head, HRD head, CEO, CFO, CMO, etc. Please prepare a RACI table for this project. Please make suitable assumptions, wherever needed. What is the topmost benefit of using RACI table in this project.

3. “Finally it is ending. I feel so relived.” Priya was talking to her colleague, Satish. She was referring to the software development project that she was managing with the assistance from Satish. “Yes, but we still need to prepare the transition plan and face the post-closure audit, among plethora of small activities.” Satish commented. He was too much irritated with a lot of small activities that are needed to be closed as the project closure was nearing. “Yes, let me focus on transition plan and audit while you please meticulously close all the loose ends.” Priya quickly divided the labor between two of them! a. What the transition plan will contain?

b. What would post-closure audit include?

Brand Management

1. First impressions matter and when you visit a supermarket, that becomes more important. You see the shelves loaded with multiple products and usually if the packaging is eye catching, then you are drawn to it and may even think about trying the product. Clearly packaging encourages purchase. Brian Wansink was fascinated by it and what were his findings?

2. Joanie wants to open a new store location 100 miles from her existing shop. Which of these strategies is she considering? Explain Ansoff’s Growth Matrix completely with this example

3. Mother Dairy Fruits & Vegetables, a company with a billion-dollar (Rs 4,200-crore) turnover, has been a well-established player in NCR known for products the firm has been largest seller of milk in NCR, with 65% of the revenue being contributed by milk. Amul entered Delhi market few years back and in 2011 with in a span on 4years it

defeated mother dairy in terms of market share. Amul procures fresh milk and packages it. Mother dairy adds powder milk in its products to the tune of 40% . This spoils the taste of the product. Also Amul is credited with more awareness and knowledge about its products amongst consumers. Amul is a leader in the ice cream segment of the country . Their capacity to develop products and gain market leadership helped them gain substantial share in the NCR region in the milk segment raising question marks on the brand equity of the company. Mother Dairy has been market leader in NCR for 35 years. Losing ground to Amul in 2011 in the milk segment is forcing company to rethink its strategy. They plan to increase their capacity and also expand procurement of the milk. One of the regions why

consumer shifted to Amul has been difference in the taste of the milk. Amul milk is fresh where as a portion of Mother dairy milk is reconstituted. Mother dairy sells through its own outlets and home delivery is not possible whereas Amul used channel and home delivery of the milk is possible. Mother dairy milk price has been less than the price of Amulmilk, still a huge number of mother dairy loyals moved to Amul. Now Mother dairy is restructuring its strategy and systems to combat Amul.

a. What would you suggest to Mother Dairy for its revitalization plan?

b. What more challenges you foresee for the brand?

Consumer Behaviour

1. Enumerate the steps in a consumer’s decision-making journey for the following situations.

A) You have decided to run the marathon next year and have started diligently training for it. You think investing in a high-end fitness band will keep you motivated and help

you monitor your progress. Being a complete newbie to fitness, you don’t have much of an idea about brands, features, pricing, important criteria, etc.

B) You currently use Saffolo cooking oil since you saw your mother using it too. After years of using Saffolo, your needs have changed. With the recent trend of healthy, cold-pressed, organic cooking oils you decide to switch to another bra

2. What is Innovation Adoption? Who are the different adopter categories as per the Innovation Adoption Curve? What are the 5 product features that affect adoption of an innovative products, explain with examples.

3. In context of Consumer Learning, explain the following behavioural theories:

a.Classical Conditioning

b.Instrumental Conditioning

Customer Relationship Management

1. Formulate a mission statement for your organization using the Ashridge model.

2. How does the segmentation criteria and technique proposed by Kotler in 2003 facilitate relationship based marketing?

3. You are a subject matter expert in CRM and you have to give the key note address on a webinar during COVID pandemic to your customers and competitors on ‘The Future of CRM’.

a. What aspects will you include in your keynote address that will impact the future of CRM?

b. If an audience members asks you how do you foresee the continuation of the journey, how would you respond?

International Marketing

1. The concept of Management Orientations in International Marketing can be very confusing. As a consultant for International Marketing, can you please guide and explain the orientations to a consortium of companies?

2. Pasta Mania, a Singapore based fast food chain plans to enter India by end of 2021. They have hired your company as the Local consultants to understand India better. Can you guide them on the cultural and social factors that they need to take care of in order to succeed in the Indian market?

3. These times of crisis have brought about a lot of innovation in the world. Most innovations have been in the context of doing things or running services without Human Touch so as to maintain Social Distancing to prevent the COVID virus from spreading.

a. As a representative of the marketing department of your company, you would want your team to understand the adoption process of Innovations in detail before pushing one in the market. Can you explain the same to them with examples?

b. Can you also explain the various adopter categories to them with examples?

Marketing Strategy

Amul, the market leader in the Indian milk industry, has pioneered several progressive initiatives and stayed current with consumer trends through continuous product development. A rise in health issues among the urban population in India and increased interest in fitness had led Amul to plan the launch of camel milk in India by the end of 2015.With camel milk being hailed as ―white gold‖ and touted as the latest superfood in Australia and the West, Amul is considering whether to launch the sale of camel milk in India. No company in India has yet tapped into the camel milk market; therefore, Amul would have a head start in this unexplored segment. With product approval from the Food Safety and Standards Association of India still pending, industry observers wondered whether camel milk could be Amul’s next big opportunity after the success of its long- life milk brand, Taaza. Should Amul launch the sale of camel milk in India?

The Indian milk industry

India had been the largest dairy-producing country in the world since 1998, expecting the demand to reach 200 tonnes (t) by 2022. The milk industry was dominated by an unorganized sector of 70 million households producing milk. The per-capita availability of milk in India was 302 grams per day in 2013.With increasing domestic demand, the per-capita availability of milk has reached 336 grams per day by 2017. Urbanization, busy life, nuclear family, Indian eating habits and westernization all have together fuelled the need of milk and its products.

The Gujarat Cooperative Milk Marketing Federation (GCMMF) was a food product–marketing organization based out of Gujarat in west India. It was one of the few Indian companies with a pan-Indian presence. The company marketed almost all of its products under the flagship brand, Amul, and had a large product portfolio in key categories such as dairy and its associated products — butter, ice cream, cheese, cream, yogurt, oils, and fats. The milk category accounted for the largest portion of the company’s revenues.

Marketing Mix of Amul

Amul catered to a large segment of the Indian market with a wide product portfolio, and regularly introduced new products to the market over the years. Amul’s wide product range included milk, bread spreads, cheese, ultra-high temperature (UHT: a processing technique which kills bacteria) milk, a range of beverages, ice cream, paneer (cottage cheese), yogurt, ghee (clarified butter), milk powders, fresh cream,

chocolates, and traditional Indian sweets. Amul Butter is as big as INR 200 billion and has a dominant market share. In 2014, Amul Creme Rich was launched in the ice cream category and was positioned as a premium ice cream to compete with Hindustan Unilever’s new launch, Magnum. Other new launches included Amul cheese spread in nine new flavours, and Amul garlic and herbs butter spread.

Amul entered the market with the goal of providing dairy products to consumers at affordable prices at a time when the Indian dairy industry was highly unorganized and lacked a national competitor. Amul had maintained its strategy of providing its products to consumers at reasonable prices, which kept Amul at the top in this competitive markets comprising international brands like Nestle and Mondelez.

With a focus on supplying all of India, the Amul built an extensive distribution network with 56 sales offices, 10,000 dealers, and 1 million retailers across the country.29 The Company handled the distribution of its products through self-run retail outlets and third-party retailers. To increase market penetration, the company strengthened its distribution network over the years to extend its reach — even into parts of rural India that were not easily accessible. Apart from brick-and-mortar retailer various online retailers (such as Vishal Mega Mart, BigBasket, and AaramShop) also sold Amul’s products, adding yet another channel for Amul to supply even more consumers.

Amul is identified by its mascot, the polka-dotted Amul Girl. Amul monitored current events and used the Amul Girl in different ways to communicate the company’s interpretations of various subjects.

Major competitors

Mother Dairy: Mother Dairy, a wholly owned subsidiary of the National Dairy Development Board, was established as part of Operation Flood in 1974. It

manufactured a wide array of products, including milk, ghee, paneer, ice cream, and other associated products. The company reported a revenue of ₹70 billion for 2014/15, which represented an 11 per cent growth over the previous year.

Britannia: With a history of more than 100 years, Britannia was amongst the oldest companies in India. Starting in the baked goods industry, Britannia sold a range of food products through more than 3.5 million retail outlets all over India, and in 2014/15, had revenue of over ₹60 billion. The company produced a wide variety of dairy products, including milk, cheese, and flavoured drinks.Profits from the company’s dairy business, which comprised less than 5 per cent of total sales, plummeted 69.5 per cent from ₹350 million in 2013, to ₹106.7 million by the fiscal year-end in 2014.

Nestle: One of the biggest companies in the world, Nestle had operations in almost all countries. Nestle Dairy started in India in 1961, with a plant in Moga, Punjab, collecting 511 kilograms of milk. In 2015, the company collected over 1.3 million kilograms and produced milk and milk products to supply all of India. Milk and nutrition products, as a category, was the largest contributor to Nestlé’s revenues in India. It accounted for 47.1 per cent of the company’s revenue in 2014.

Consumer Evolution

The Indian milk industry grew by 15 per cent in 2014 to reach ₹603 billion.44 Trends showed a switch toward more health-conscious options, largely driven by the growing urban population. Consumers focused more on a protein-rich diet, relying on milk as an easy option. The first effect was a move from traditional loose milk to packaged milk. Consumers in urban India switched to the new UHT and flavoured milk options, while the majority of rural customers moved to packaged milk. UHT was safer and could be stored for longer, hence eliminating the need for regular purchase. While traditional can milk delivered by the local milkman is still common in Tier 2 and Tier 3 cities (cities with populations between 20,000 and 100,000), distribution in the big metro cities veered toward the easily available new UHT and other modern milk products. Flavoured milk saw the fastest growth in the milk category, with a value of 26 per cent in 2014.

Camel Milk

Camel milk, a by-product of camel breeding, was consumed primarily by herdsmen and their families, especially during migration. The average daily yield of a lactating camel was 2.5 to 6 kilograms. The camels were milked twice a day. Camel milk, which was dense white in colour, had a sweet and sharp taste, but could also taste salty. The water content of camel milk fluctuated between 84 to 90 per cent. Changes in taste were attributed to the type of fodder and the availability of drinking water. Factors considered important when rating the quality of camel milk included the age of the animal, the stage of lactation, the quality and quantity of feed, and the amount of water available during animal feeding. The taste of camel milk was drastically different to the taste of full-fat cow’s milk, making it difficult for many consumers to adapt to the taste. Camel milk was proven to contain three times the amount of vitamin C found in traditional cow’s milk and one and a half times that in human milk. It was also a good source of vitamin B1 and calcium. Lower fat content and the presence of anti-bacterial properties also made camel milk more beneficial than cow’s milk. In addition, camel milk was more similar to human milk than cow’s milk. India was at the risk of becoming the diabetes capital of the world by 2025, with rapid globalization and lack of precautionary measures identified as the leading causes of diabetes in the country. Analysis of camel milk showed that it contained 52 micro units of insulin per millilitre, which was 60 per cent more than the average external insulin required by Type 1 diabetic patients. Camel milk’s natural probiotic properties made it easy to digest, and it could be consumed by lactose-intolerant people. Preliminary evidence had also shown that camel milk was an effective antioxidant.

There was a drastic drop in the camel population in India from 500,000 in 2003, to 300,000 in 2013. If this trend continued, local sourcing of camel milk would prove to be a factor in competitive advantage; hence, the drop in camel population was seen as a problem that needed urgent attention. Yet only a few locations in India had the resources to sustain large herds of camels.

As a marketing and brand head of GCMMF, you are planning to launch the camel milk in India. Answer the questions below with respect to the content above and context of India.

1. Draw a 9 matrix (Mckinsey GE) cell to identify and explain the attractive segment which Amul Camel milk should target, drawing inferences from the case

2. Identify a strong brand positioning for Amul’s camel milk that can increase its resonance with the consumers.

3. “Though the product, Camel milk is pioneering in India but milk as a category is very much a matured product with AMUL being a market leader. Strategies for the camel milk be it traditional or online, needs to be crafted for a WOW experience.”

a. Design traditional strategies to comprehend the sentence.

b. Design Marketing 4.0 strategies to comprehend the sentence

Integrated Marketing Communication

1. Looking at the market requirement, you have started providing pre-packaged Fruit and vegetable baskets for delivery in Mumbai. Describe the 4 P’s for your brand

2. Check out the 2 Minute video A tale of 2 Blends from Red Label. Describe the 7 elements of communication for this message. Explain how would you use it to explain the Murphy’s model of communication.

Video Link: https://www.youtube.com/watch?v=Wv6lDB_6Ls0&feature=emb_logo

3. Case Study

‘Plan your holiday’ targeting to double their market share

You are Brand Manager at PYH and have been given a target to double the market share in 3 years. (Pre-covid)

a. How would you use IMC to promote your brand?

b. How would you leverage Influencers to promote your brand?

B2B Marketing

1. A business marketer (who is a potential supplier) is keen to supply cold-rolled (CR) steel coils to a major passenger car manufacturer, who has been buying the same material from three other suppliers on regular basis for the past few years. As per the purchase policy, the car manufacturer cannot buy any material from more than three suppliers. What should the business marketer do to supply CR steel coils to the major passenger car manufacturer?

2. Suppose you are working in a courier services company, which is ranked fourth in the domestic Indian market in terms of market share. Your company management thinks that one of the ways to improve sales & profit performance, as well as the company’s market share, is to implement the concept of Integrated Marketing Communications (IMC). You are asked to prepare a proposal indicating the objectives, strategies & challenges in implementing the IMC.

3. Read the following Case & solve the questions given:

When SS Electroplating Company started the electroplating operations in a residential location in Bengaluru, it received a notice from the pollution Control Board to install the effluent treatment plant within 15 days, failing which they would seal the plant.

The Director of the company collected the information that it would cost about 10,00,000 to buy an effluent treatment plant, an area of about 600 sq.feet to install it over a period of 2–3 months, & running cost of about 40,000 per month for the purchase of material like costic soda & others. The effluent contained nickel, synide, cromium, cadminum & zinc, which were to be treated separately using different chemicals. After effluent liquid of about 800 litres per day was treated, the sludge was to be dried, packed, stored & dumped in a government notified place. The entire process would not only cost substantial amount, but also would need additional area of about 600–700 sq. feet

The company gathered information that some of the competitors outsourced the effluent treatment to government approved agencies, who collected the effluent liquid from these chemical & electroplating factories, & treated (or neutralized) the chemicals at their effluent treatment plants. These agencies charged 10 to 15 per litre for the treatment of effluent liquid, depending on the type of chemicals. The cost of outsourcing was considered much higher compared to in-house effluent treatment plant. However, SS Electroplating Company, like many other chemical & electroplating factories did not have additional area for the installation of effluent treatment plant.

The Director was aware that the liquid waste from the factory would have harmful effects on the surrounding residential area. He also could not violate the Government regulation on environment control. The director had very little time — two weeks — to decide & act.

a. If you were the Director of the company, what would you do & why?

b. Should all companies in this industry come up together as to save cost? Provide your suggestions.

Retail Store Design and Location

1. Which are the important factors which you should consider while setting up a store and why?

2. What are different types of retail formats? If you were to start a store of your own which product would you choose and how would you go about setting up your store?

3. Case Study

Brand handloom gets the e-commerce stamp

Over the past week e-commerce behemoths Flipkart and amazon have announced a slew of alliances all with an unlikely set of partners — weavers associations, government ran artisan cooperatives and NGOs working with handmade and handloom products. Packaged as an initiative to mark handloom day August 7, Flipkart Christian its project, samarth and Amazon launch its karigar store online for both, however, this partnerships are more than just another opportunity to ramp up the numbers on their platforms semicolon they are strategic branding tools to as both look to write the growing trend for sustainable fashion, among high spending urban consumers in the country. Sustainability is a global trend, as is the pressure to go local with the supply chain and the two are cashing in on the opportunity presented by the country’s stockpile of traditional weaves and products. they are also taking a leaf out of the book of small handloom market places and seller groups that have mushroomed online.

Handloom and handicraft buyers are urbane, digitally savvy and aware of the huge benefit that market linkages could provide the community of artisans. They are also keen to make their purchases count — for the environment and for weavers and artisans. This is an insight that almost every online handloom brand has leveraged to expand its footprint and recall. Many online influencers (also users and sellers of such products) emphasize the Weaver-market connections. Consider for instance visual Lakshmi chhabra, who has 20,000 followers and endorses handlooms from Orissa. The former AIR presenter and DG of doordarshan uses the state’s history and tradition around its ways to spread the word, old is highlighting the community responsible for the final product. Dubai based blogger isha Priya Singh (60000 followers) promote weaves from Lucknow and educates people on the different styles followed by different weavers.

On the ground involvement is important for buyers to buy into the claims made over handloom. Hand Flipkart made sure that it mentioned the file non-governmental organization that it has partnered with and that the move will help artisans. Flipkart samarth, the announcement explained, has been designed to support artisans.

“Through the five partners that we have already on-boarded, we are already connected to 30,000 artisans, we are in talks with many, many more as the scale this further. This 30000 sellers will create a few million jobs.” said Kalyan krishnamurthy, CEO Flipkart during the launch. Amazon said that Amazon karigar showcases over 55000 products including 270 plus unique arts and crafts from 20 States. This Program has been merged with an existing program called Kala haat which already interfaced with artisans. “through the karigar program, we are engaging with government and handicraft bodies across the country, training craftsman to embrace online selling and enabling them to sell a wide consumer base,” said gopal pillai, vice president, seller services, Amazon India. Karigar is an old program (but the E store is new) and the company said that the average sales by weavers on Amazon karigar has increased fourfold over the past year. The ties between the weavers and sellers have been the focus on brand building by smaller platforms that have proliferated in this space. Run down the social media timelines of Gocoop, gaatha, weavesmart, Lal10 among many others and across the board, access to weavers and artisans is the big selling point. The Benefit of associating the brand with those who make the products is twofold same marketing experts. Not only do they win the approval of young consumers who want their brands to align with the right causes, it also helps cement the supply chain by winning over weavers and associated groups.

However, just connecting the artisans to the consumer isn’t enough. Protecting the art and livelihoods of the artisans from purveyos of fake, look alike and pirated product is a pressing concern, points out maneet gohil, co-founder and CEO, Lal10 a B2B handloom market place. “policy level decisions that would bring handloom weaving back into the mainstream are a stringent geographical indication implementation legal framework by the government and accessible raw material depots for weavers, with the chance of securing credit lines for orders, among others,” noted Gohil. he have a long wishlist for the sector, but until that happens, he and other platforms hope that the band of social media influencers will push the card on reforms, as they have done with demand.

Introduction to Retail

1. Citing from your own practical experience, what are the various factors that are important in the retail scenario for a store of supermarket to succeed?

2. How would you go about starting your own business which would be an exclusive potato chips store and ensure its success?

3. Case Study

The remaking of Brand Maggi

From being safe for consumption top a healthy snack, Nestle has firmly turned the brand narrative away from the promise of a „two-minute‟ quick fix.

Loop back to some of the old ads that Nestle ran for Maggie in India. Hungry children impatiently drumming the table, college goers looking for an easy snack, star endorsers advising stressed mothers to avoid the kitchen grease without compromising on taste. Cut to the present Maggi is a healthy meal, one that is easy to dish out say the ads. Another launches a vegetarian variant, with the ad lingering over farm fresh carrots. In its second coming since the ban (2015), Brand Maggi has steadily moved the needle on its promise. From being safe to a healthy-in-between meal, the brand is a long way away from the quick and easy snack for kids that it started out as.

Last year, Nestle India introduced a campaign that positioned Maggi as a healthy snacking option for all — kuch accha pak-raha hai (something good is cooking), the ads said. The target audience young professionals who want health handed out on a spoon.

According to Maarten Geraets, general manager, Nestle India, “Our consumers are seeking more information than ever before. “The early years were all about showcasing the brand‟s safe processes, from factory to retail and then came the time to rebuild the brand for a new age.

And after growing its volume uptake by 14.5 percent during the year, in 2019, Nestle has added more layers to Maggi‟s healthy for adults‟ story. New, spicier variants are on the shelves and Maggie spices has actor endorser Juhi Chawla talking up its goodness (taste and authencity).

Alongside the product launches, has come “first cook” campaign that was launched in May. It targets young adults stepping out of home for the first time.

“From countless consumer conversations, we learnt that cooking Maggi noodles is often the first culinary moment for many people. For 36 years (the number of years the brand has spent in the country) moms have cooked it. This time, we found magic in a teenager trying to cook it for the first time,” said Nikhil Chand, vice-president Foods and Confectionary, Nestle India.

The repositioning has borne fruit. In the first six months of the year, Maggi‟s volume sales grew 13 percent to 124200 tonnes. It not only surpassed the volume uptake of the pre-ban years, it is now growing faster than it did before in 2015.

During the Amazon Prime Day last month, according to Chand, Maggi led the sales in the „grocery and gourmet‟ section and accounted for an equivalent of 250000 single units in sales.

“This is the highest ever sale over a two day period of any Maggi noodle variant unit on an e-commerce platform and surpasses what we had achieved while relaunching the brand in 2015.” He said.

Brand Maggi has come out all guns blazing in the years since the ban. Forced to face up the crisis that could have lost its biggest market, the company had to redefine its brand promise without diluting its identity. Interestingly, its predicament was much like that another British iconic brand found itself in, in 2008. James Bond, his influence waning and the profitability of the empire that had been built on his name threatened, its owners sought a radical solution. Daniel Craig was brought on-board as Bond, much to the consternation of hand-writing loyalists.

A decade later, however the scepticism is gone and Craig has managed to deliver the most successful movies for the series. Whether the team at Nestle ever discussed the fictional hero‟s travails in their boardroom is not known. But Bond-like, Maggi too has transformed itself in a manner that would have been quite unthinkable, three decades ago when it started out in the country.

a. What is the target audience of Maggi? What has changed in the new Maggi ?

b. Why has Maggi targeted young adults? What variants would you expect in this segment where the stress levels are maximum today?

Merchandising Management

1. How will you use the sales technique in the form of short term effort to increase the sales in your cake shop?

2. What form of trade shows do you suggest for a tile company and how should they go about differentiating themselves from the competitors?

3. Case Study

PepsiCo lays its chips on the hyperlocal highway

The company finesses the regional game for Lay’s and Kurkure, acquires local taste and habits to beat back competition from homegrown snackmakers.

With southern markets on its radar, PepsiCo India is drilling down into local tastes and food habits to develop local and hyperlocal variants while rethinking its positioning tactics. It has just launched a variant for Lay’s that seeks to replace the traditional papad (rice and lentil crispies) as a meal time snack for southern market. Lay’s Wafer Style comes close on the heel of its launch of another product aimed at the same market, Kurkure Masala Munch with gingelly (sesame seeds) oil, a taste earlier catered to only by hyperlocal labels.

What makes PepsiCo focus so keenly on south and its regionalisation the way to counter the growing power of the local brands such as Haldiram’s, Bikanerwala, Balaji and numerous startup labels promising healthy snacks?

Dilen Gandhi, senior director, Marketing- Foods category, PepsiCo says that the company has always sought to develop new snacking habits in India, with the objective of catering to the different palates. ”Every region is important to us and we’ve always tried to connect to all our consumers by providing them with relevant flavours and textures that are tailor-made for their personal tastes and preferences” said Gandhi.

The launch of the new Lay’s Wafer Style is in line with the company’s regionalisation strategy and the south is an important market, the company said. Experts say that the new launches reflect a nuanced development of the company’s regionalisation agenda. Initiated a few years back the company started out adding spicy variants of its products and finding local stars to endorse the products.

Now the launches are better attuned to the local tastes and the positioning reflects an understanding of meal-time habits, said experts. Repositioning wafer chips to become a meal accompaniment is a good step, since this increases occasions of consumptions, said Natasha Kumat, India Food and Drink Analyst with market research firm Mintel. According to a report that they recently released, India is the second largest market for snack food after China in terms of volume and third in terms of value ($5.11 billion) after China ($73.31 billion) and Japan ($7.76 billion). While the gap is huge the potential is too, say market research agencies.

The Indian snack food retail market grew around 17.3 percent in terms of value in 2018 according to Mintel. And 38 percent of Indians have salty snacks alongside of their meal; the number jumps to 44 percent consumers from the south, added Kumat.

In south PepsiCo finds itself battling the unorganised unbranded products as well as regional brands that have developed a deep understanding of the customer. To take on these brands, it is tapping into local tastes and following local distribution patterns. According to consumer research reports, in the South 35 percent of consumers are buying unbranded and 20 percent branded, traditional snacks, mostly from neighbourhood stores, PepsiCo will also therefore need to tap into local sweet shops and such stores to grab attention and a share of the wallet.

“We have received great response on our region specific offerings” said Gandhi. The advertising is also being tailored around local consumer insights. It shows a young boy relishing what is otherwise considered to be a staple but uninteresting meal (sambhar rice) with a wafer-style chip as an accompaniment.

According to Kumat, around 40 percent of branded packaged traditional snackers say that their purchase is influenced by flavour. Hence the introduction of local oils and spices into Kurkure, which the company said, has been at the forefront of its regionalisation strategy. The efforts have paid off this far, as South India has emerged as one of the fastest growing markets for Kurkure over the last six months.

However catering to specific local tastes is not the only challenge. With increasing health consciousness among consumers, brands have to walk the line between taste and wellness with care. The Mintel study shows that some brands address this by introducing healthy ingredients into their recipes, while some offer snacks with high fibre content. It depends on the insights the brands are playing with and given the market potential, the global brands are all ramping up their ambitions and efforts to think and act local.

a. Why is south so important market for pepsi. How should pepsi try to gain maket share in the south and do they really need local stars to endorse the brand?

b. Why are they trying to market this product as a meal time snack? What is the percentage of people having salty snack along with their meals?

Cloud Computing

1. Nashik Shiwar is a startup that supplies vegetables and fruits directly from the farmers in villages to consumers in cities like Mumbai and Thane. It is planning to use a software solution to manage its operations. One vendor has approached it with a proposed solution to be hosted in its cloud. The founders of Nashik Shiwar are not so tech savvy so they have been apprehensive with the cloud option. They have approached you as the IT expert to advise them on this matter. What will be your advice to them?

2. Sentac Enterprises has grown very fast with its cloth bag manufacturing business, thanks to the increased awareness about less use of plastic bags. To sustain the growth, Sentac Enterprises is looking for automation of its core operations. As an IT expert, you are advising them for the cloud solution. Which cloud deployment model and cloud service model would you recommend? Justify your recommendations.

3. “I am sure we want cloud solution but which one? Microsoft Azure, AWS, Google Cloud, IBM Cloud; there are so many options!” Manish opened the meeting of his board of directors. The meeting was called to decide on procurement of infrastructure-as-a-service solution to host all IT applications of Sampad Nature Club. Sampad Nature Club has grown very fast under the able leadership of Manish Kapade, who used technology effectively to build up a chain of nature-friendly resorts near cities like Mumbai and Pune.

“I suggest we should look for mid-size local companies instead of mega vendors like IBM and Microsoft.” Sandeep spoke first after Manish. Though Sandeep was CFO, he was very much aware of technology market trends.

a. Will you support Sandeep’s suggestion? Why?

b. Why should Sampad Nature Club consider mega vendors like IBM and Microsoft for procuring IaaS solution?

e-Business

1. HDFC bank is one of the leading financial company in the Indian Banking sector with a huge range of banking services and products to corporate and retail customers. HDFC bank is revamping business strategies for achieving „ONE BANK‟ vision with the unified banking CRM platform. It implemented CRM to automate the process flow in tracking the sales processes, generating customized reports, cross selling to current customers. E-CRM has resulted in a 40% increase in cross-selling, increase in lead conversion, delivering amazing customer experience with 52% improvement in service quality. Based on the above, pls suggest HDFC that how CRM can increase customer engagement and satisfaction. Also, list down and explain the various metrics that can be used by the bank in evaluating e-CRM.

2. Kellogg, being a leading company in the production of food items and serving its customers worldwide has a sound standing in the market following the supply chain management system. It possesses an organized and well-equipped transportation and storage system, following the lean production system to streamline processes and eliminate wastes. It uses KPS (Kellogg‟s planning system) to plan and budget production, inventory, and distribution of its products. The company found the need for an e-business model to integrate its supply chain management functions to optimize operations. You being the consultant for the company, suggest an e-supply chain model along with its features that best fits for the company‟s business operations. Also, narrate the benefits of using e-SCM over the traditional SCM method

3. Yatra.com, one of India‟s leading online travel portals, has further enhanced its loyalty program, making it more lucrative for its customers. The e-Cash program, which allows customers to save on every booking made on Yatra.com, now gives additional benefits to its users. E-Cash is integrated with the payment process, making the redemption of e-Cash smooth and easy. There are no blackout dates on usage of e-Cash and there is no restriction on combining it with other offers. Since the launch, there has been a very significant year-on-year growth in customers opting for e-Cash. The program has helped in increasing the customer stickiness and has helped to build a stronger connection with consumers, both new and old.

Yatra.com says, “As customers‟ expectations continue to evolve, we are focused on delivering services and experiences that are important to them. Our e-Cash program has been a major contributor in driving repeat purchases and currently over 81% of our customers come back to us for future purchases. We are confident, that with the launch of these new features, the value of e-Cash has been significantly enhanced, which should further add value to the whole customer experience on Yatra.com and ensure brand stickiness and loyalty in the long run.”

With the goal to be ‘India’s travel planner’, Yatra.com has been providing a ‘best in class’ customer experience. Yatra.com has the largest inventory of over 83,000 hotels in India and is one of the biggest homestay aggregators with over 3000 homestays across 130 cities within India. Customers can access Yatra.com in multiple ways: through a user-friendly website, mobile optimized WAP site and applications, a multi-lingual call center, a countrywide network of Holiday Lounges and Yatra.com Travel Express stores.

a. Explain the impact of e-cash on the business operation.

b. What are the strategies used by Yatra.com to increase its market share in context of the given case study.

Emerging Technologies: IoT, Augmented Reality, Virtual Reality

1. You have been given the responsibility to develop the E-commerce business model for a retailer of consumer electronic products. What will be your idea for using Augmented Reality (AR) in it? How can Virtual Reality can be used for the retail business?

2. Internet of Things (IoT), offers a multitude of benefits to the healthcare sector such as improving the effectiveness and quality of services. As a consultant to a private hospital who wants to embrace this technology (IoT) to help improve patient outcomes, what are the challenges that these connected devices could bring that they need to pay heed to? What are the potential obstacles which may impede the success of healthcare IoT for this private hospital that you will highlight to them?

3. TourPlan, a software development company would like to develop an augmented reality system for traveler by assisting him/her in making the tour planning much more simple, interactive and seamless. Tour Plan would has also partnered with SmartLook, a Smart Glass company to develop a smart glass for traveler for assisting him/her in different ways especially for mountain trekking

a. What in your opinion, should be the important features/benefits from such augmented reality system what will help the tourism industry to grow?

b. What according to you should be the important features for such smart glasses and how will it assist the mountaineer?

Retail Banking

1. Banking today has become a fiercely competitive industry due to the entry of so many foreign and private banks. Discuss how a recently established bank can reach out to customers to understand their needs and hence cater specifically to their needs so as to provide satisfactory service. (10 Marks)

2. Technologies have enabled banks to extend their services out of the traditional buildings of the bank. Enumerate the given statement. (10 Marks)

3. Banking is one of the major service sectors in India. Customer satisfaction has been on the major performance evaluation parameters for the banks. Give your views on the following with reference to customer service given by banks:

a. Between public sector banks or private banks, who do you think is better in providing better customer service and why? (5 Marks)

b. With so much emphasis on Digital/ E-payments, with incentives/concessions provided to make non-cash transactions through digital modes, highlight the various risks the customers may face during these modes of financial transactions.

Corporate Finance

1. Amit works in an organization which has debt and equity in its capital structure. The net income of the firm is ₹3,00,000. The organization pays ₹ 75,000 every year as interest component to debenture holders. Calculate the weighted average cost of capital if the cost of equity is 14% and cost of debt is 10%. If the company’s new project will provide a return of 11%, suggest whether company should make the investment or not.

(10 Marks)

2. Mr. Mehta was working with Delta Ltd for the past ten years. The company was planning for expansion and required a funding of ₹ 25,00,000 for the same. He was considering two financial plans and expected EBIT due to expansion was ₹ 12,00,000. The firm was considering to raise funds through equity(Face value ₹10) and the debt @8%. Suggest should the company raise capital through all equity or through equal proportion of debt and equity on the basis of EPS. Assume tax rate as 35%

(10 Marks)

3. Solve the following:

a. A company earns ₹ 7 per share. The cost of capital is 10%, the rate of return on investment is 12% and the dividend payout ratio is 20%. Calculate the value of each share by using Walter’s Model. (5 Marks)

b. XYZ Limited has a paid-up share capital of ₹15 lakhs of ₹10 each. The company has a dividend payout rate of 15%. Annual growth rate is expected to be 3%. The capitalisation rate is 15%. Calculate the value of the share of XYZ based on Gordon’s Model.

Commercial Banking System & Role of RBI

1. Cash Reserve Ratio plays an Important role in the economy and RBI plays an important role in monitoring inflation through CRR .Discuss how RBI perform this critical function using CRR as an instrument. (10 Marks)

2. In 2016, ICICI Bank, India’s largest private sector bank, announced that it has successfully executed transactions in international trade finance and remittance using blockchain technology in partnership with Emirates NBD, a leading banking group in the Middle East. The bank plans to use blockchain technology to make banking more robust for customers as blockchain technology provides lower cost and scalability. Highlight what is blockchain and how it is helping the banking industry?

3. Assume you are working as an assistant manager in a reputed XYZ Pvt bank. In recent years Non-Performing Asset is giving a deleterious impact on the return on asset. As a bank manager bank, discuss-

a. The factors contributing to high level of NPAs in the Indian Banks (5 Marks)

b. The measures you will take to overcome this alarming issue.

Cost & Management Accounting

1. Vimla Spice company exports spices to Europe and Middle East. Given the slowdown in business due to the recent COVID-19 impact, their profits have been impacted significantly and actual profits are lower than budgeted sales by almost 30 to 40%.The Management was extremely concerned and called for a meeting of the top team to decide the way forward. The following 2 decisions were taken in the meeting: a. Identify new markets for exporting spices to increase Sales b. Hire a Management accountant to understand how they can reduce costs etc Mr Bond was hired as the Management accountant and he submitted his report to the Management within a month. The Management had thought profit reduction was primarily o/a Sales Variance but were indeed surprised to see the report as there were several other variances analyzed by Mr Bond with respect to various elements of costs, sales and profit as follows: 1. Material cost variances 2. Labor cost variances 3. Overhead variances 4. Sales variances 5. Profit variances a) Describe Standard Costing and its applicability in specific industries b) Describe any 2 of the above Variances and their sub variances c) How will it benefit Vimla Spice Co if it implements Standard costing in the Co (any 2 benefits) (10 Marks)

2. “Eat Healthy” is a start up venture started by Ram and Lakhan planning to sell sugar free cakes, cookies, multi grain bread etc. They are confused as to which type of Costing method should be employed by them, Job costing or Process Costing. Describe Job costing and Process Costing to them and explain the differences between Process costing and Job costing (Any 5). (10 Marks)

3. The following data is available for Lucky Soap Manufacturing Co for the year ended 31st March 2020: - Particulars Amt (Rs)

Stock of Materials : Opg

1,75,000

Closing stock

2,00,000

Materials purchased during the year

7,50,000

Direct wages paid

2,25,000

Indirect Wages

28,000

Salaries to administrative staff

40,000

Repairs to plant and machinery

36,800

Electricity Charges

50,000

Office Expenses

7,300

Travelling expenses

18,000

Sales men's and commission

28,000

Depreciation written off: Plant and machinery

36,400

Depreciation written off: Office Furniture

5,400

Office Manager's salary

48,000

Rent, rates and Taxes- Office

7,500

Rent, rates and Taxes- Factory

12,000

Fuel

64,000

a. Calculate the Factory overheads and Other Overheads. (5 Marks)

b. Assist the MD of the company in calculating the following:- -  Prime Cost  Factory Cost and  Cost of Sale  Minimum Sales amount if the profit margin has to be fixed at 20% on Cost.

Taxation- Direct and Indirect

1. Ms. Dimple earns rental income from three house properties. She wants to plan effectively her investments so that she can get adequate deductions from her gross total income. Discuss the nature of at least five investments or contribution in specified assets that qualifies for getting deduction under section 80 C of the Income Tax Act 1961 (10 Marks)

2. Mr. Vaishnav completed his Bachelor of Science from Holkar Science College. He wants to start a business of manufacturing sanitizers looking to the current business scenario. But before starting the business he wants to understand the points of difference between direct tax and indirect tax. Elaborate. (any five points ) (10 Marks)

3. Ms. Neha submits following details for her income for the assessment year 2020-21. Compute the gross total income after considering the relevant provisions of set off and carry forward of losses

a. Calculate income from Business and Profession (5 Marks)

b. Calculate income under the head of House Property, income from other sources and capital gain PARTICULARS AMOUNT Speculation income 85000 Winning in cross word puzzles 78000 Profit from printing business of school textbooks 435000 Short term capital gain 4500 Income from house property 240000 long term capital gain 20000 long term capital losses -5000 Loss from house property under construction -150000

The items brought forward for set off

Loss from discontinued business operation, loss belongs to the A.Y 2017-18 10000 Long term capital loss for the AY 2008-09 1000 Speculation loss for the AY 2016-17 50000 Loss in retail business of groceries AY 2019-20 45000

Marketing of Financial Services

1. Amit bought a Family Floater Health Insurance policy from a leading private General Insurance company through his Bank. His wife Preeti, covered under the policy was hospitalized for 5 days. The insurance company has not yet settled his claim even after 2 months of making all submissions. What steps and strategy should Amit follow to ensure that the insurance company settles his claim? (10 Marks)

2. Develop a Public Relations campaign for a Bank of your choice to highlight the “Digital Banking” edge that your Bank offers. (10 Marks)

3. You are a Financial Planner. Your client Sumit Raghani aged 37 years and works with an IT company earning Rs 15 lakhs per year. His wife Asha, aged 34 years, is a homemaker. They have one daughter Rimmi aged 5 years. The couple requires your help to make some financial decisions. (You can make any assumptions to further build up your case.)

a. Sumit wants to buy a Pure Risk Life Insurance cover of Rs 1.5 crore. He is confused whether he should buy a ULIP, Endowment or a Term Plan. Recommend the product best suited for his requirement. (5 Marks)

b. Sumit has expressed his desire to retire by the age of 55. Design a retirement plan for him.

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