1. SAMPLE ASSIGNMENT JANUARY- JUNE 2016
Course Code MS - 06
Course Title Marketing for Managers
Assignment Code MS-06/TMA/SEM - I/2016
Assignment Coverage All Blocks
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2. This is sample copy, Only for viewing. You cannot copy or take
print of this copy.
1. (a) Distinguish and discuss the concept of Marketing and elements of Marketing mix.
The marketing concept is the --------------------------------------------------------------------------------- customers and then make
decisions to satisfy those needs, better than the competition.
The article lists out the concepts of marketing in a very brief manner. You can click on each link to know more about each
individual concept of marketing.
Production Concept -------------------------------------------------------------------------------------------------------------------------------
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Product Concept – Consumers favor products that offer the most quality, performance, or innovative features. The product
concept believes in the consumer and it says the consumers are more likely to be loyal if they have more options of products or
they get more benefits from the product of the company.
Selling Concept – ----------------------------------------------------------------------------------------------------------------------------------
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Marketing Concept – Focuses on needs/wants of target markets & delivering value better than competitors. The marketing
concept believes in the pull strategy and says that you need to make your brand so strong that customers themselves prefer your
brand over every other competitor. This can be achieved through marketing.
Marketing Mix-
Marketing mix is a ------------------------------------------------------------------------------------------------------------------------------------
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as “Four P’s” of marketing. An appropriate combination of these four variables will help to influence demand.
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3. The product marketing mix consists -----------------------------------------------------------------------------------------------------------
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-----------------------------------------------------------------. All of these factors are necessary for optimum service delivery.
Product – -------------------------------------------------------------------------------------------------------------------------------------------
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------------------------------------------------------------------------------. This service blue print defines exactly how the product (in this
case the restaurant) is going to be.
Place - Place in case of services determine where is the service product going to be located. The best place to open up a petrol
pump is on the highway or in the city. A place where there is minimum traffic is a wrong location to start a petrol pump. Similarly
a software company will be better placed in a business hub with a lot of companies nearby rather than being placed in a town or
rural area.
Promotion – – -------------------------------------------------------------------------------------------------------------------------------------
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Pricing – Pricing in case of services is rather more difficult than in case of products. If you were a restaurant owner, you can
price people only for the food you are serving. But then who will pay for the nice ambience you have built up for your customers?
Who will pay for the band you have for music? – ------------------------------------------------------------------------------------------------
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Lately three more P’s have been added to the marketing mix. They are as follows:
People - ------------------------------------------------------------------------------------------------------------------
Process - ----------------------------------------------------------------------------------------------------------------------------------
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Physical Evidence - With the help of physical evidence, a marketer tries to communicate the USP’s and benefits of a
product to the end users
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(b) What do you understand by the term “Marketing Strategy”? Pickup two examples of your choice from
the recent past and explain how the strategy adopted by the firm/brand lead to its success.
Marketing Strategy-
Marketing strategy has the fundamental goal of increasing sales and achieving a sustainable competitive advantage. Marketing
strategy includes all basic, short-term, and long-term activities in the field of marketing that deal with the analysis of the strategic
initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contributes
to the goals of the company and its marketing objectives.
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There are simulations such as customer lifetime value models which can help marketers conduct "what-if" analyses to forecast
what might happen based on possible actions, and gauge how specific actions might affect such variables as the revenue-per-
customer and the churn rate. Strategies often specify how to adjust the marketing mix; firms can use tools such as Marketing Mix
Modeling to help them decide how to allocate scarce resources for different media, as well as how to allocate funds across a
portfolio of brands. In addition, firms can conduct analyses of performance, customer analysis, competitor analysis, and target
market analysis. A key aspect of marketing strategy is often to keep marketing consistent with a company's overarching mission
statement.
Marketing strategy should not be confused with a marketing objective or mission. For example, – -------------------------------
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KEY ELEMENTS OF A SUCCESSFUL MARKETING STRATEGY
One of the key elements of a successful marketing strategy is the acknowledgement that your existing and potential customers will
fall into particular groups or segments, characterised by their "needs". Identifying these groups and their needs through market
research, and then addressing them more successfully than your competitors, should be the focus of your strategy.
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This could be achieved through various forms of advertising, exhibitions, public relations initiatives, Internet activity and by
creating an effective "point of sale" strategy if you rely on others to actually sell your products. Limit your activities to those
methods you think will work best, avoiding spreading your budget too thinly.
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your marketing strategy, draw up a marketing plan to set out how you plan to execute and evaluate the success of that strategy.
The plan should be constantly reviewed so it can respond quickly to changes in customer needs and attitudes in your industry, and
in the broader economic climate.
Example 1-
The sales promotion of Amul covers various aspects of the business right from segmentation and targeting to the overall mission
and vision of the company and the various parameters which the company executes to become the top brand that it has in the
market.
5. The segmentation of Amul – -----------------------------------------------------------------------------------------------------
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Like any FMCG company, Amul concentrates – -------------------------------------------------------------------------------
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The FMCG market is highly competitive in nature and is known to have a combination of organized players as well as
unorganized players. Similarly– --------------------------------------------------------------------------------------------------
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Example 2-
Apple is one of the leading and most innovative electronic and software companies in the world today. – -------------------------
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Apple has a branding strategy that focuses on the emotions. The starting point is how an Apple product experience makes you
feel. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and
aspirations; and power-to-the-people through technology.
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Apple Brand Equity and Apple's Customer Franchise
The Apple brand is not just intimate with its customers, it's loved, and there is a real sense of community among users of its main
product lines.
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----------------------------------------------------------------------------------------------------In recent years, this strength
in brand preference has flowed directly to Apple's profits - the company has dramatically improved its manufacturing costs, while
still maintaining very strong brand equity.
2. (a) What makes services marketing differ from product marketing? Discuss with suitable examples.
6. There is a major difference between product and services marketing based on both tangible as well as intangible factors. Goods
are basically objects or products which have to be manufactured, stored, transported, marketed and sold. Lays
chips, BMW, Adidas are some companies manufacturing goods.
Services on the other hand are output of individuals and they can be a collective or individualistic action or performance by an
individual. For example ------------------------------------------------------------------------------------------------------------------------------
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The below mentioned 8 points help in noticing how product and services marketing differ.
Ownership is not transferred – --------------------------------------------------------------------------------------------------------------------
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Intangibility – ----------------------------------------------------------------------------------------------------------------------------------------
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Involvement of customer – When comparing the difference between goods and services we have to look at the involvement of
customer as well. In services involvement of customers is much more than in products. For example – --------------------------------
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Quality – In case of products, mass manufacturing is common. And mass manufacturing means uniformity. However, services
involve a lot of manual labour due to which the quality may vary each time. Uniformity in services is a factor which each service
owner tries for. For example – ----------------------------------------------------------------------------------------------------------------------
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Evaluation of services is tougher – As quality varies from time to time and the involvement of customer is maximum, evaluation
of different services becomes tougher. For example – HDFC has more number of ATM --------------------------------------------------
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Inventories are absent – Production and consumption of services happens at the same time. This does not mean that the raw
material is not present to provide the service. For example -------------------------------------------------------------------------------------
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Time is very important in services – -------------------------------------------------------------------------------------------------------------
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-In nutshell we will difference services marketing and product marketing as given below.
What’s harder to do, market a service or market a product? Services differ from each other on a more conceptual level. The
primary reason product and services marketing differ based on this innate human nature
For example, AT&T or Verizon---------------------------------------------------------------------------------------------------------------------
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7. When prospects pick between service providers, it isn’t possible to “try them on” first. Prospects are essentially deciding which
brand seems to be the best fit for what they’re trying to accomplish – an abstract concept and a highly subjective judgment
call. This is a major challenge for service marketers, who are tasked with spreading the idea that their service brand is a
trustworthy and natural match for individual customers they haven’t met yet!
When it comes to marketing of services, do remember that it is all about customer relationships. An example ------------------------
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------------------------------------------------------------------------------------relationships that it has fostered over the past 7 years of
operations.
When it comes to service marketing, the experience of the customer is what counts the most and it is also the hardest part to
market. For Example, -------------------------------------------------------------------------------------------------------------------------------
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Which one is more challenging-?
Marketing a good isn't the same as marketing a service.
Example- -----------------------------------------------------------------------------------------------------------------------
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Intangibility
Services are intangible. Because the consumer doesn’t see the cleaning process, it’s more difficult for the marketer to leave an
impression than it is with a handsome Persian rug.
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Inseparability
The purchase, the production and the consumption of a service generally take place at the same time. A diner is in the restaurant
before he orders, when the steak is cooked, and when he digs in. The relationship between the customer and the service provider--
the waiter and the diner--is very important.
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Non-standardization
The experience a consumer has with a service varies from one person to another. -----------------------------------------------------------
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A diner may need to wait for a table, and to wait for his meal, and the wait time varies. But the steak should be the same each
time. One reason for the popularity of McDonald's ----------------------------------------------------------------------------------------------
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Perishability
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Perishability increases costs, and therefore the price, of services. A marketer must pay attention to the timing of offerings.
Regulation
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Based on the above discussion we can say that marketing of services is more challenging task.
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(b) Elaborate on the importance of Marketing Plan in accomplishing the firms marketing objectives.
A marketing plan is a business document written for the purpose of describing the current market position of a business and its
marketing strategy for the period covered by the marketing plan. Marketing plans usually cover a period of one to five years.
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The marketing plan draws on the broader perspectives outlined in a firm's business plan. The business plan states how a company
will take a product idea and transform that into a commercially viable proposition.
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Addressing these issues and putting them into written form can be useful for a --------------------------------------------------------------
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Product - ---------------------------------------------------------------------------------------------------------------------------------------------
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Price - ------------------------------------------------------------------------------------------------------------------------------------------------
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Promotion- What is the advertising strategy? How will the product be packaged? What will its marketplace positioning be?
Place- ---------------------------------------------------------------------------------------------------------------------------------------
The plan should be based on where the organization needs to be at some point in the future. Let's take a look at some of the most
important things to consider when developing a marketing plan:
Market research: -------------------------------------------------------------------------------------------------------------------------------------
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Competition: -------------------------------------------------------------------------------------------------------------------------------------------
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9. Market plan strategies: ------------------------------------------------------------------------------------------------------------------------------
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Marketing plan budget: -----------------------------------------------------------------------------------------------------------------------------
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Marketing goals: --------------------------------------------------------------------------------------------------------------------------------------
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Monitor the marketing plan results: --------------------------------------------------------------------------------------------------------------
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By researching markets, competition, and determining the organization's unique positioning, the organization is in a much better
position to promote and sell its product or service. By establishing goals for the marketing plan, the organization can better
understand whether the efforts are generating results through ongoing review and evaluation.
Example-
Cadbury manufactures ----------------------------------------------------------------------------------------------------------
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Cadbury believes that the confectionery business still has significant unused potential. By exploiting the strengths of its innovative
products/brands, it believes it can continue to grow its market share and returns, and achieve its Vision of becoming the biggest
and best confectionery company in the world.
Marketing Planning Principals of Cadbury-
Analysis of the Market - --------------------------------------------------------------------------------------------------------
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Setting the Marketing Objectives - In order to deliver growth, Cadbury conducts many marketing programs for its brands every
year. Each marketing program is accompanied with a Marketing Plan. Each marketing plan has clearly defined objectives for the
project team to deliver.
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Developing an Action Plan - ------------------------------------------------------------------------------------------------------------------------
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Monitoring of Progress - In Cadbury, -------------------------------------------------------------------------------------------------------------
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Resource & Financial Management - -------------------------------------------------------------------------------------------
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3. (a) As a Market Planning Manager, you have been assigned the task of designing a suitable marketing
organization for a consumer durable company for its South Indian operations. How would you go about in
the design and establishing the marketing organization? You may make assumption wherever necessary.
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---------------------------------------------------------------------------, and the incumbent firms would lose the customers.
Target marketing on the other hand recognizes the diversity of customers of customers and does not try to please all of them with
same offering. The most basic step of in target marketing is to identify market segments and their needs. -------------------------------
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i) 50. C.C. moped
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In urban and rural India people prefer bikes with good mileage and also in urban India conditions of roads also not very good. So
people of urban India do not prefer Big C.C. bikes. Company has to segment their product to lower C.C. of bikes like 50 C.C. or
100 C.C.
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Segment defining models: ------------------------------------------------------------------------------------------
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---------------------------------------------------------------------------------------- (around 65-70 kmpl)
Emotional expectations : ----------------------------------------------------------------------------------------------------------------------------
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Models in this segment: -------------------------------------------------------------------------------------------------------------
ii) Pricing of tickets in multiplexes /cinema Halls.
The Indian film exhibition sector can be divided into two segments: ----------------------------------------------------------
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Multiplexes segmented their price range as follows:
Type of Cinema- ------------------------------------------------------------------------
---------------------------------------------------------------------------- Old People
Sex – ------------------------------------------------------------
-----------------------------------------------, Medium and Premium class
Thus we saw that multiplexes and Cinema halls segmented their tickets price range depending upon following conditions and so
on.
13. 4. (a) Consumer behavior is the starting point for any new product/service idea to pursue. Do you agree
with the statement? If yes or no, Substantiate.
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Studying consumers helps marketers improve their strategies because it gives them stronger insight into understanding buyer
behavior. By obtaining a view into how consumers think, feel, reason and choose, marketers can use this information to not only
design products and services that will be in demand, but also how to present these options to the consumer base in an attractive
fashion.
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Here are some of the other factors that influence consumer behavior and the attributes marketers should consider valuable:
Decision making
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Product use/complements
Understanding ------------------------------------------------------------------------------------------------------------------------------------------
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information to design products and develop complement products that are enticing and attractive to consumers.
Environmental influences
Environmental ------------------------------------------------------------------------------------------------------------------------------------------
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advertisements are designed to be attractive and consumers identify with the content.
14. Consumer knowledge
Social awareness is also a factor. Dr. Perner brings up the example, "aggressive marketing of high fat foods, or aggressive
marketing of easy credit, may have serious repercussions for national health and economy".
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Motivation
What motivates consumers is also an important concept for marketers to understand. This is another valuable area to tap into
because products, services and marketing campaigns can be designed to flow along the same path as consumer motivating factors.
Social media marketing
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Understanding consumer behavior is a vital component of marketing. Businesses that don't understand the how, why and where of
consumers, and gain insight to why they make the choices they do, are going to have a much harder time making a connection and
reaching those coveted
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The following are a few examples of the benefits of the study of consumer behaviour derived by the different categories of
people:
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2. In a non-profit service organization, such as a hospital, an individual in the marketing department would like to know the
patients' needs and how best to serve those needs.
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Example-
Many marketers ---------------------------------------------------------------------------------------------------------------------------------------
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--------------------, spelling and geography. LeapFrog has achieved a monumentally complex outcome by innovating both the
product and ancillary requirements such as the paper, and complementary products like software, while also launching the total
solution to consumers and ---------------------------------------------------------------------------------------------------------------------------
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--------------------------------might not result in sales quickly enough. They need to modify customers’ behaviours, starting with
kids.
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(b) Explain the concepts of Product Life Cycle (PLC) with a suitable example. Discuss how PLC can use as
a tool for market development. Illustrate with an example of your choice.
Product Life Cycle concept-
The product life cycle is an important concept in marketing. ----------------------------------------------------------------------------------
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----------------------------------------------------------------character sized by the revenue generated by the product. If a curve is drawn
showing product revenue over time, it may take one of many different shapes.
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Let’s discuss some of the key aspects of each stages of the product life cycle:
Introduction Stage: -----------------------------------------------------------------------------------------------------------------------
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Growth Stage: This stage is focused ---------------------------------------------------------------------------------------------------
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unchanged as the demand is high or even reduced to capture more customers.
Maturity Stage: This stage aimed at sustaining the market share and extending product life. ----------------------------------
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16. ----------. Special offers are given for customers switching from competitors product and also incentives for retailer to
extend the shelf-life of the product.
Decline Stage: Finally, --------------------------------------------------------------------------------------------------------------------
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------------------------------------------------------------------------ stocks.
Product Life cycle concept and approach offers marketers to devise right marketing mix across various stages to address various
challenges from other competing products in the area of product, price, promotion and distribution. Hence, Product Lifecycle is
still widely used and practices across industries.
Importance of PLC as a tool for marketing development-
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Businesses need to set themselves clear aims and objectives if they are going to succeed. The Kellogg Company is the world's
leading producer of breakfast cereals and convenience foods, such as cereal bars, and aims to maintain that position.
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1. Launch - Many products do well --------------------------------------------------------------------------------------- launch (the first
stage on the diagram) in 1997 it was immediately successful, gaining almost 50% share of the growing cereal bar market in just
two years.
2. Growth - --------------------------------------------------------------------------------------------------------------------------------------------
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---------------healthy snack.
17. 3. Maturity - Successful products ------------------------------------------------------------------------------------------------------------------
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----------------------------------------- (such as Minis and Twists), struggled in a crowded market. Although Elevenses continued to
succeed, this was not enough to offset the overall sales decline.
4. Saturation- This is the fourth --------------------------------------------------------------------------------------------------------------------
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at a rate of 15%
5. Decline - Clearly, at this point, Kellogg's had to make a key business decision. Sales were falling; the product was in decline
and losing its position. Should Kellogg's let the product 'die', i.e. withdraw it from the market, or should it try to extend its life?
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Strategically, Kellogg's had a strong position in the market for both healthy foods and convenience foods. Nutri-Grain fitted well
with its main aims and objectives and therefore was a product and a brand worth rescuing. Kellogg's aims included the
development of great brands, great brand value and the promotion of healthy living.
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Thus strong monitoring and nurturing gives hope to Kellogg’s to try to extend the life of the product rather than withdraw it from
the market.
After monitoring and nurturing kellogg’s felt that the market in terms of customer tastes had also changed more people missed
breakfast and therefore there was an increased need for such a snack product.
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1. The brand message --------------------------------------------------------------------------------------------------------------------------
---------------------------------------------------------------------- it over competitors.
2. Some of the other -------------------------------------------------------------------------------------------------------------
3. The core products of Nutri-Grain Soft Bake and Elevenses between them represented over 80% of sales but received a
small proportion -----------------------------------------------------------------------------------------------------------------------------
------------------------------------------------------- (i.e discounted pricing) rather than the underlying strength of the brand.
Fundamental to the re-launch was the renewal of the brand image. Kellogg's looked at the core features that made the brand
different and modeled the new brand image on these. Nutri-Grain is unique as it is the only product of this kind that is baked. This
provided two benefits:
18. -------------------------------------------------------------------------
The eating ------------------------------------------------------------------------------------------ (cakes and biscuits, for example)
Kellogg's decided to re-focus investment on the core products of Soft Bake Bars and Elevenses as these had maintained their
growth (accounting for 61% of Soft Bake Barsales). Three existing Soft Bake Bar products were improved, three new ranges
introduced and poorly performing ranges (such as Minis) were withdrawn. New packaging was introduced to unify the brand
image. An improved pricing structure for stores and supermarkets was developed.
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The Nutri-Grain brand achieved a retail sales growth rate of almost three times that of the market and most importantly, growth
was maintained after the initial re-launch.
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Bank Details
Bank Name ICICI Bank
Account no. 628101546792
Account Type SAVING A/C
Account Holder Name DHARAMENDRA KUMAR SINGH
IFSC code & branch address IFSC Code- ICIC0006281 Branch- HAZRAT
GANJ, LUCKNOW
Note- Bank Transaction charges – No extra charge in case of Cash deposit
Bank Name STATE BANK OF INDIA
Account no. 31436792295
Account Type SAVING A/C
Account Holder Name DHARMENDRA KUMAR SINGH
IFSC code & branch address IFSC Code- SBIN0003085 Branch- TOWN
HALL, SHAHJAHANPUR (UP)
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(Rs. 50/- extra on total amount).
DHARMENDRA KUMAR SINGH
