"Assignment Marketing Management MB0030 (3 credits) 60 Marks Set"
Assignment Marketing Management MB0030 (3 credits) 60 Marks Set 1 Answer all questions and each question carries 10 marks. 1. Analyze the existing business portfolio of any one company using BCG matrix, GE matrix, and Ansoff model. (10 marks) 2. Discuss the Macro environment of a pharmaceutical company (10 Marks) 3. Explain the components of MIS (10 marks) 4. Explain the Henry assael model of buying decision behavior. (10 marks) 5. Discuss the segmentation strategy of a cement company (10 Marks) 6. Case study Software pricing: issues of client billing Infosys, one of the major IT companies in India, has developed a new method of pricing software maintenance project. The new method is called as ‘ticket – based pricing. The customer payment will be based on three types of client request or ticket. First, customer may request for small enhancement in the software application. Second, customer may request for big enhancement in the software application and third, request may be for a bug fix. Earlier the methods used for pricing were ‘fixed price’ and ‘time and material-based pricing’. Under the ‘time and material based pricing’, customers are billed based on the number of man-hours spent on a project, while under the fixed price, the customer pays an agreed price that doesn’t vary with the manpower deployed on the project. Infosys developed this new pricing strategy after examining the current pricing methods. Software application methods become more stable after some time. If the client opted for fixed pricing and his request for software maintenance reduced, still has to pay fixed maintenance charges. Ticket based pricing will provide flexibility to the client. Many IT majors have been trying to decrease the dependence of revenue growth on manpower addition. But this is for the first time such an attempt has been made to bring a transaction-based pricing model. The new move is expected to increase the revenue without a proportional increase in the number of employees. Contrary to this view many industry observers still feel that fixed price or time and material based pricing provide continuous revenue. The excess revenue available from these two methods can be used for reserves or hedging. In case of ticket based pricing client has to negotiate with the company every time. a. Do you think ticket based pricing will provide continuous revenue to Infosys in the long term? Comment b. Compare three pricing strategies discussed here and choose any one as your choice Assignment Marketing Management MB0030 (3 credits) 60 Marks Set 2 Answer all questions and each question carries 10 marks. 1. Explain the relevance of VALS to Marketing (10 Marks) 2. Critically analyze the product mix strategies of a beverage company (10 marks) 3. What is private brand? Explain private brand strategy of a retailer (10 Marks) 4. Explain the partner relationship management at Airtel (10 marks) 5. Critically analyze the five best advertisements released in this year ( 10 marks) 6. Case study Kurkure: Indian brand in the global market. Indian consumer food habits are different from their counterparts in the European and American markets. Add to this each Indian region itself has special snacks. Snacks some time consumed along with meals or tea, coffee and other beverages. Banana wafers, chaklis, samosas, namkeens are few examples of large list of Indian snacks. The change in the family structure is also changing the food habits in India. Increase in the nuclear families and working women enhanced the market potential of ready to eat products and branded snacks. Though the Indian snack market is highly fragmented with market dominated by home snacks or those sold by local vendors, changing consumer lifestyle and health concern made them to look for hygienic, easy to carry and nutritious branded snacks Biscuits, potato wafers and papads are already branded and well received by the consumers. Pepsi, the late entrant in the Indian snack market decided to find niche market. In the Year 1999, the company launched Kurkure in the Indian Market. The product is developed in a way that it is having local taste and western chips. Kurkure is big success in Indian market. This made Pepsi to take this snack food to other global markets. Kurkure is already available in the Indian stores in the US and UK and Pepsi want to expand it to more stores in the existing global markets as well as expand it to other potential markets. According to the company, Kurkure will retain its basic flavor but will be adjusted to suit the local requirements. Kurkure’s success in the Indian market is mainly for three reasons namely innovative flavor, affordable price and continuous communication to consumer. To meet the regional requirements Kurkure is launched in various flavors like Masala, chilli, green chutney etc. Kurkure started stiff competition from ITC another FMCG major. ITCs Bingo is smash hit in the market. To meet the competition Kurkure launched two more varieties Kurkure extreme chili and Kurkure neem. Success of any brand depends upon its communication program. Kurkure launched programs like Chala change ka chakkar in which consumer can stay with brand ambassadors Juhi Chavla and Saif Ali Khan. Kurkure also launched communication program Kurkure chai time achievers award in which an interesting recipe will be chosen from the family and photograph of that family will be put on one million Kurkure packs. Add to all this Kurkure constantly gave the advertisements in the television media. Kurkure came out with novel ideas like branding the Indian trains like Kurkure express which runs in the holiday season. a. Explain the viability of market expansion strategy of Kurkure. b. Critically analyzes the consumer behavior towards snacks products.