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INTERNAL ASSIGNMENT APPLICABLE FOR SEPTEMBER 2023 EXAMINATION
Brand Management
Indian Delights is a retail chain of stores that specializes in selling
a variety of traditional Indian snacks. With a focus on preserving the essence
of Indian culinary heritage, the organization sources and offers a wide range
of mouth-watering snacks from different regions of India. Indian Delights takes
pride in adhering to a traditional concept of business, reminiscent of the
bygone era when small local stores played a vital role in the community. Each
store is designed to recreate the ambiance of a traditional Indian marketplace,
evoking nostalgia and a sense of familiarity for customers. The staff
members are friendly, knowledgeable, and passionate about Indian snacks,
ensuring a personalized and authentic shopping experience.
One of the major challenges faced by Indian Delights is the lack of
advertising and promotion efforts. The organization relies heavily on
word-of-mouth marketing and the loyalty of their existing customer base.
However, in an increasingly competitive market, this approach proves
insufficient to attract new customers and expand their reach. Without effective
advertising and promotion, Indian Delights struggles to create awareness and
build brand recognition beyond their immediate localities.
Another hurdle faced by Indian Delights is the absence of a specific
brand name that unifies all their stores. Each store operates under a different
name like Mumbai Delights, Kanpur Kachori, Delhi Delights, etc. leading to a
lack of brand consistency and recognition across different locations. This
poses challenges in establishing a strong brand identity and dilutes the
potential impact of their marketing efforts.
1. What are the various types of brand elements that you
would suggest for Indian Delights? (Note: You can even change the brand name
i.e. Indian Delights in totality) (10 Marks)
2. Explain various types of Marketing communication that
you will use to make Indian Delights a national brand. (10 Marks)
3. a. Explain various ways through which Indian Delights can
leverage secondary brand association (5 Marks)
b. What are the benefits of Line Extension and how should
Indian Delights take benefit from Line Extension? (5 Marks)
Customer Relationship Management
1. Rajiv is the
CTO (Chief Technological Officer) of ABC enterprises. His organization wants to
implement CRM technology. The biggest worry for him is to convince his top
management on the need for CRM for their organization. His second worry is the
future of CRM as the management would not be convinced if
the future does not look bright for CRM? If you have to advise Rajiv on
the things that you need to include for the presentation, what would it be. (10
Marks)
2. Your company manufactures hi-tech equipment’s which is
used in other industries. Working in close collaboration with your customers is
the key to your success. What kind of CRM roadmap will you draw to enhance the
value for your customers? (10 Marks)
3. Raman has started his online coaching centre for
competitive exam preparations. Although he is hiring the best and the most
competent people, with the best salary, he is not able to compete with the
other players. The market is hypercompetitive. Raman now wants to build a
stronger relationship using his customers.
a. What would be the advantage of a close customer
relationship? (5 marks)
b. What kind of reciprocity mechanisms can you build to
ensure the success of this initiative? (5 marks)
International Marketing
Q1. You are a manufacturer of various herbal products from
India and are keen on expanding your business globally. Discuss the challenges
of marketing your product globally and also suggest ways to overcome the same? (10
Marks)
Q2. “Go Local “is a term that is having resonance with
countries today to promote Local consumption. In your view is it positive for
nations to produce locally and avoid globalization? (10 Marks)
Q3. Read the following case study carefully and then answer the
questions that follow:
A French company Jeanne Oliver Perfumes is contemplating to introduce a
perfume under the brand name SK, named after the charismatic celebrity Shah
Rukh Khan. The perfume is available in two variants, SK Silver for men and SK
Gold for Women. The perfumes are packaged in a 100ml pump spray bottle. The
strategy may be to capture a large number of consumers who are oriented towards
film celebrities. Advertising is planned through television satellite channels
and magazines. You are required to:
a) Analyze the decision and decide in your opinion which
pricing strategy you would like to apply while launching the product. (5
Marks)
b) As cost of manufacturing is low in India and the
French company wishes to export the product from India to other countries.
Examine the various type market entry strategies available to the French
company and which strategy would you use to market the product to other
countries? (5 Marks)
Marketing Strategy
Q1. Explain the
concept of Value Chain Analysis with an example. (10 Marks)
Q2. What do you
mean by Strategy? Explain Corporate, Business & Functional level strategy.
(10 Marks)
Q3. Pratap
Kapoor’s wild dinning format is unique and one of its kind in Mumbai.
Advertised as a jungle theme restaurant, it is named as “Sher Baugh.” Wild
dinning is more of an amusement park then dining space with all the facilities,
which can delight a family. It delivers its promises through robotic animals
and a simulated thunderstorm, features that would delight children.
It gives the
feeling of living in the wild for the urbanites and gives them a break from the
typical fancy restaurants. Mr. Pratap was planning to convert his venture into
a franchise format with opening of outlet in all the metro cities in India.
However, he is not sure of the sale ability of this kind of retail format in
the Indian context. This critic of his venture says that for adults who put the
food over the experience of eating in an artificial jungle the wild dining
restaurant is not all that fun. In addition, the cost incurred in setting up
the format is a point of concern
a) 1What kind of
format is Pratap trying to offer to its customers, what kind of customer
profile/target market should he focus on? (5 Marks)
b) 2Many retailers
have tried to make their store entertaining. What are the pros and cons of
providing entertainment in the retail store or restaurant? (5 Marks)
Consumer Behaviour
1. Rohit is staying in Haryana in a large joint family
consisting of great grandmother, grandparents, their 5 sons – which is four
uncles with their wives and children and Rohit’s parents and Rohit’s sister –
total 24 family members staying under one single roof. Rohit’s cousin Sahil has
come to Mumbai to do his MBA and has fallen in love with a Malayalam Christian
girl Anoo Peter. There is a big discussion in the family regarding the kind of
marriage ceremony to have for Sahil. Determine the different reference groups
that would influence the choice of marriage ceremony for Sahil (10 Marks)
2. Most consumers go through 5 steps while making a
purchase decision – these 5 steps are a]. problem recognition, b]. information
search, c]. alternatives evaluation, d]. purchase decision and e].
post-purchase evaluation. You have a younger sister who is very intelligent and
wants to do her Master’s in Genetics in USA. How will you help your sister to
go about doing only the information search for a good University offering a
very good Master’s Programme in Genetics (10 Marks)
3. a. The dishwasher is a consumer durable that has been
around for quite some time. While there is a widespread acceptability for this
product in western markets – the Indian consumer has not gone over the moon
with this product. Describe how a dishwasher manufacturer can use the five
attributes of a product that affect adoption to speed up the diffusion of the
dishwasher in the Indian Market. (5 Marks)
b. The Indian vehicle driver especially the two wheeler
drivers are notorious for not following signals. How would you use Consumer
Buying behaviour to persuade 2-wheeler drivers to follow signals on roads (5
Marks)
Sales
Management
1) Is
selling a science with easily taught concepts or an art learned through
experience? Please illustrate your response with examples
2) As the
Vice President-Sales of Procter & Gamble, you must work closely with your
colleague in marketing in areas like product policies, distribution policies
and pricing policies.
After discussion with your sales team, you would like
to relaunch one of the leading shampoo brands like Head and Shoulders in a
specific geography. What would constitute the key elements of this relaunch?
3) NEC
India is the Indian subsidiary of NEC which is a Japanese multinational with
its headquarters based in Delhi. NEC India has total revenue of $200 million
with net income of $20 million across all its business units. NEC Globally has
revenue of more than $24 billion with more than 150,000 employees across 50
countries.
Based on the success of its laptops, display systems
and projectors in the global market, NEC would like to launch these products in
the Indian marketplace.
NEC products command a premium in the market for
quality and after sales service.
Laptops, display system and projectors from NEC are
sold through a direct sales force to corporates as well as through retail
outlets like Reliance and Chroma.
As the Vice President Sales for NEC, you are required
to come out with a sales management strategy covering sales structure as well
as compensation and benefits for the sales force selling laptops, display
systems and projectors.
a) There
are three types of sales organizational structure namely line sales
organization, line and staff sales organization and functional sales
organization. Out of these, which one would you recommend for sales force for
NEC considering that you will be selling to both the B2B and B2C segments?
Please justify your recommendation as well.
b) The common methods of compensation are
straight commission, straight salary, drawing accounts and salary plus
commission plan. Which of them would be used by you as the VP -Sales for the sales
team selling NEC products and why?
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