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INTERNAL ASSIGNMENT
APPLICABLE FOR JUNE 2022 EXAMINATION
Marketing Strategy
1. What are the steps involved
in competitive positioning strategy?
2. What are the ways through
which the pricing strategy can be matched with value proposition?
3.a. What strategies are
required to attract customers?
3.b. Explain BCG matrix with
an example.
Brand
Management
1. Mr. Nimish plans to set up
his business that deals in male grooming make-up products. The target audiences
for the make-up line are men’s who are aged between 20 years to 45 years of
age. The product is new in the market and the competitors that the business
would face in the near future would be less. After an extensive business and
product planning, Mohan arrives to a conclusion of establishing a brand name
and identity and is unaware of the techniques of branding and how to evolve the
brand while focusing on product sales. As a business consultant, in what ways
would you help Mr. Nimish in building the strategic brand management process?
2. Sonakshi plans to own a
business and chooses to sell baked food items such as cakes, biscuits, cookies
and brownies. All of the food items are healthy, sugar free and gluten free and
majorly targets the audiences that devour on fitness and are health conscious
and also looks forward to deliver the eatables across the country. Building
from scratch, Sonakshi has to choose brand elements that would help her build
her final brand. As a brand building expert, introduce all the requisite brand
elements to Sonakshi. Furthermore, what would you consider your criteria’s to
choose brand elements? (10 Marks)
3. Worthy Pens is the new name
in the market. In the various marketing and advertising campaigns for pen,
Worthy Pens have showcased their products that includes a range of ball pens,
gel pens and ink pens while the lattermost, i.e., ink pens are the ones that
they decide to feature the most. The unique selling points of the ink pens
includes them being long lasting, sharp tips, light in weight and also
contributes to a neat handwritten note. The
brand identity that has been formed from the advertising and marketing is that
Worthy Pens is a durable pen seller. On the contrary, Worthy Pens wants to
build up a brand image based on the points that will matter to the customers.
a. As a consultant explain
four steps to develop strong brand for Worthy Pens. (5 Marks)
b. Also, cover various positioning approaches for Worthy Pens and
suggest the one that fits the brand.
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Consumer
Behaviour
1. Celebrities, particularly
movie stars, TV personalities, popular entertainers, and sports icons, are a
symbolic reference group because they are liked, admired, and often have a high
degree of perceived credibility. Therefore, many marketers use them to promote their
products and services. Please state what parameters would a marketer consider
for determining which celebrity should be used for a particular brand. Analyse
the role of celebrity star Amitabh Bachchan in influencing consumer behaviour as
a brand ambassador for Gujarat Tourism.
2. Culture is the fundamental
determinant of a person’s wants and behavior. The growing child acquires a set
of values, perceptions, preferences, and behaviors through his or her family
and other key institutions.
a. Explain culture,
sub-culture
b. Analyse any 3 typical
values that Indian children are exposed to from their childhood which are part
of our culture and how they impact their purchase choices when they grow
3. Answer the following
a. What is Customer
Involvement – Explain the 4 types of customer involvement in product purchases
(5 Marks)
b. Classify the following
purchase decisions in terms of the above
i. Buying a gift for your
parent’s 25th wedding anniversary
ii. Laptop
iii. Groceries for daily use
at home
iv. Ordering-in food at home
on a Sunday evening through Swiggy / Zomato
Customer
Relationship Management
1. You work as a vice
president of a telecom company. After number portability was introduced a lot
of your customers have left you and have taken the services of other telecom
firms. You are worried and so is your top management of the company. They have
given you a deadline, either to ‘reduce the customer churn’ or face
consequences. This is a major KPI (Key performance indicator) in your
performance appraisal this year. How will he proceed to build a loyalty program
for his customers? (10 Marks)
2. You have been called by
your director at his office one evening for a cup of tea. Over the discussion
he mentions how difficult is it for him to:
Manage the data of the past
students and track them. He is losing track of them and this is not good for
the future of the college.
Managing the admissions of
the engineering and MBA College.
The MBA School plans to
expand in the distance education mode, for which a plan has to be put in place,
and it will be difficult for him to manage alone.
He wants to automate some of
the processes of fees payment, acknowledgement, and attendance.
Automate reporting to the
top management.
The immediate thing that
clicked on your mind is that if the college had CRM software it would probably
help. You need to explain him, how CRM projects work and what are the
considerations that he must keep in his mind. (10 Marks)
3. Shoaib has started his
business about a decade ago and has been doing extremely well. Although he was
one of the pioneers in the organised retail space, he is today facing a big
issue with ‘loyalty of customers. He is planning to go online.
a. How can he build traffic to
his website? (5 Marks)
b. How can he meet the
expectations of his online customers?
Sales
Management
1. Sales organizations should
be adaptable to changing circumstances and emerging marketing environment,
failing which the structure as well as process will become redundant. Explain
the above proposition with examples of two Indian organizations by explaining
their evolution over different periods of time. (10 Marks)
2. Bob Jones, sales manager
for Steelhouse Industries, a manufacturer and marketer of heavy-duty industrial
construction equipment has just finished evaluating several sales candidates
for a vacant position. He has narrowed the list to two candidates that stand out.
Both Russ and Susan meet the job qualification. In fact, on paper Susan appears
to be a stronger candidate, having nearly twice as much industry-related sales
experience as Russ. Bob, however, believes that the construction industry is a
man’s world. He fears that many of Steelhouse’s customers (and even its own
employees) may not respect a women sales person. Thus, even though Susan
appears to be the most qualified for the position, Bob is leaning towards
hiring Russ. What should Bob do and why? (10 Marks)
3.a. The new marketing
strategy of Steel Tubes Limited (STL) focuses on selling CEW (cold drawn
electric welded) tubes more than ERW (Electric Resistance Welded) tubes. This marketing
strategy was implemented to address very low profits of the company and improve
profitability. Recommend an appropriate sales quota system and substantiate your
recommendation. (5 Marks)
3.b. As a Regional Sale Manager (North) of a shoe company, you
have decided to promote one of the salespersons as a branch manager for a new
branch at Karnal in Haryana. What kind of training would you conduct for this
salesperson? (5 Marks)
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International
Marketing
1. The phrase “Think globally, act
locally” has been often used in various contexts. Comment on the same and give
your opinion in which areas this term can be applied?
2. Countries like US have at times stated
“America First” as their policy. Do you consider that our country should adopt
“India First” policy? In this context explain how countries can create barriers
to promote their own products. (10 Marks)
3. Read the following case study carefully
and then answer the questions that follow:
India has been the home of Ayurveda.
Ayurveda drugs have been a key player for medicines in India. Your company
manufactures various Ayurvedic drugs, and its Ayurveda formulations have done
well to recoup Covid 19 patients in India. In order to change the things in its
favor to cash-in on the “Covid 19” the company wants to adopt a new strategy
and market its products globally.
a. Explain your strategy to launch
Ayurveda products to global market during the pandemic?
b. Suggest any two Market Entry Strategies
for the company to enter global markets?
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