Question Paper 1

Q1) Solve any FIVE.

a) Introducing the new product into the market takes place in which stage
of the new product Development Process.
i) Commercialization.
ii) Test Marketing.
iii) Product Development.
iv) Marketing Strategy.
The correct answer is i) Commercialization.
The new product development process typically consists of several stages, and
commercialization is the stage where the new product is introduced into the market. During
this stage, the company launches the product and makes it available for customers to
purchase. This involves activities such as setting up distribution channels, creating marketing
campaigns, and developing pricing strategies. Commercialization is the final stage of the
new product development process, following product development, test marketing (if
conducted), and the formulation of marketing strategies.
b) ______ pricing strategy is used to active the objective of increasing
market share.
i) Skinning
ii) Penetration
iii) Mark-Up
iv) Bundle Pricing
The correct answer is ii) Penetration.
Penetration pricing strategy is used to achieve the objective of increasing market share. With
this strategy, a company sets a relatively low price for its product in order to attract
customers and gain a larger market share. The idea behind penetration pricing is to
encourage initial trial and adoption of the product by offering it at a competitive price. This
strategy is often employed when a company is entering a new market or launching a new
product where there is strong competition. By offering a lower price, the company aims to
capture a significant portion of the market and gain a customer base, which can later lead to
increased sales and profitability.

c) Define “Premium” Pricing?

c) Premium Pricing: Premium pricing is a strategy where a company sets a higher price for
its product or service compared to its competitors. This pricing strategy is often used when a
company wants to position itself as a luxury or high-end brand, and it relies on the
perception of higher quality or exclusivity associated with the product. The higher price
creates an impression of value and uniqueness, targeting customers who are willing to pay
more for enhanced features, superior craftsmanship, prestigious branding, or other perceived
benefits.
d) Enlist different types of product?
d) Different types of products: There are several ways to classify products based on various
factors. Here are some common types of product classifications:
1. Consumer goods: Products intended for personal use or consumption by individuals. This
category includes convenience goods, shopping goods, specialty goods, and unsought goods.
2. Industrial goods: Products used by businesses for production or operation purposes.
Examples include raw materials, components, machinery, and equipment.
3. Services: Intangible offerings that provide value to customers. Services can range from
professional services like consulting and healthcare to hospitality, transportation, and
entertainment.
4. Durables: Products that are expected to last for an extended period and are not consumed
in a single use. Examples include automobiles, appliances, furniture, and electronics.
5. Non-durables: Products that are consumed quickly or have a limited lifespan. This
category includes food items, toiletries, perishable goods, and other disposable items.
6. Tangible goods: Physical products that can be touched, held, or seen. Tangible goods
include both consumer and industrial products.
7. Intangible goods: Products that do not have a physical form but offer value to customers.
This category includes services, digital products, software, licenses, and intellectual property.

e) What is marketing Audit?

e) Marketing Audit: A marketing audit is a comprehensive and systematic analysis of a
company's marketing activities, strategies, and performance. It involves assessing various
marketing aspects to evaluate the effectiveness of current marketing efforts and identify
areas for improvement. A marketing audit typically examines factors such as marketing
objectives, target markets, product offerings, pricing strategies, distribution channels,
promotional activities, competitive analysis, and marketing budget allocation. The goal of a
marketing audit is to gain insights into the company's marketing strengths, weaknesses,
opportunities, and threats, enabling informed decision-making and the development of
effective marketing plans.

f) State the concept of “Brand Equity”?

f) Brand Equity: Brand equity refers to the value and strength of a brand in the market. It
represents the intangible assets and reputation that a brand has built over time, which can
result in increased customer loyalty, higher sales, and competitive advantages. Brand equity
is a measure of the brand's perceived value and the positive associations consumers have
with it. It encompasses factors such as brand awareness, brand recognition, brand loyalty,
perceived quality, brand reputation, and brand associations. Strong brand equity can lead to
customer preference, premium pricing, and a sustainable competitive advantage for the
company.
g) Recall the term “Whole Selling”?
g) Wholesale Selling: Wholesale selling refers to the process of selling products or goods in
large quantities to retailers, distributors, or other businesses, rather than selling directly to
end consumers. In wholesale selling, the products are typically purchased at a discounted
price from manufacturers or suppliers in bulk quantities, and then resold to retailers or other
intermediaries who, in turn, sell the products to the final consumers. Wholesale selling
allows businesses to reach a broader market and leverage the distribution networks of
retailers or distributors, enabling them to sell larger volumes of products and benefit from
economies of scale.

h) Define the term “Personal Selling”?

h) Personal Selling: Personal selling is a promotional method where a salesperson directly
interacts with potential customers to persuade them to purchase a product or service. It
involves face-to-face communication or direct contact through phone calls, video
conferences, or other forms of direct communication. Personal selling aims to build
relationships, understand customer needs, provide product information, address
Q2) Solve any two.
a) Compare between FMCG and industrial products?
b) differenciate between direct marketing and public relation?
c) Describe the role of pricing.

a) Comparison between FMCG and industrial products:

1. Nature of Products:
FMCG (Fast-Moving Consumer Goods): FMCG products are consumer goods that are used
for daily or frequent consumption. They are typically inexpensive, have a shorter shelf life,
and are purchased frequently. Examples include food and beverages, toiletries, cleaning
products, and personal care items.
Industrial Products: Industrial products are goods used by businesses for production or
operation purposes. They are usually more expensive, have a longer lifespan, and are
purchased infrequently. Examples include machinery, equipment, raw materials,
components, and specialized tools.
2. Target Customers:
FMCG: FMCG products target individual consumers. The marketing efforts focus on
building brand loyalty, creating strong distribution networks, and driving impulse purchases.
Industrial Products: Industrial products target businesses or organizations. The marketing
efforts focus on building long-term relationships with customers, addressing specific needs,
and providing technical support or after-sales service.
3. Buying Process:
FMCG: The buying decision for FMCG products is often based on impulse or routine
purchases. Consumers may make quick decisions based on factors like price, brand loyalty,
convenience, and personal preferences.
Industrial Products: The buying decision for industrial products involves a more complex
process. It may require detailed evaluation, consultations, negotiations, and consideration of
factors such as quality, technical specifications, customization options, and long-term value.
4. Distribution Channels:
FMCG: FMCG products are typically distributed through extensive retail networks,
including supermarkets, convenience stores, online platforms, and wholesalers.
Industrial Products: Industrial products are often distributed through specialized channels,
including direct sales teams, distributors, and business-to-business (B2B) platforms.
b) Differentiation between direct marketing and public relations:

Direct Marketing: Direct marketing refers to the practice of reaching out directly to
individual customers or targeted audiences to promote products or services. It involves
personalized communication channels, such as email marketing, direct mail, telemarketing,
SMS marketing, or targeted online advertisements. The key features of direct marketing are:
1. Targeted Approach: Direct marketing focuses on specific individuals or segments based on
demographics, behaviors, or preferences.
2. Personalization: Direct marketing messages are customized and personalized to cater to
the needs or interests of individual recipients.
3. Call-to-Action: Direct marketing often includes a call-to-action, encouraging recipients to
take a specific action, such as making a purchase, filling out a form, or visiting a website.
Public Relations (PR): Public relations is a strategic communication process aimed at
building and maintaining a positive image and relationship between an organization and its
target audience. PR activities focus on managing the perception and reputation of the
organization, and they often involve:
1. Media Relations: Building relationships with journalists and media outlets to secure
positive coverage or manage crises.
2. Reputation Management: Monitoring and managing the public perception of the
organization through proactive communication and addressing any negative publicity.
3. Stakeholder Engagement: Engaging with stakeholders, such as customers, employees,
investors, and the community, to foster positive relationships and communicate the
organization's values and initiatives.
4. Publicity: Generating positive publicity through press releases, events, sponsorships, and
community outreach to enhance brand visibility and credibility.

c) The Role of Pricing:

Pricing plays a crucial role in the marketing mix and has a significant impact on the success
and profitability of a product or service. Here are some key roles of pricing:
1. Revenue Generation: Pricing directly affects the revenue generated by a company. Setting
the right price can maximize sales and profitability, ensuring that the revenue from sales
covers costs and generates a desirable profit margin.
2. Market Positioning: Pricing can be used as a strategic tool to position a product or service
in the market. A higher price may create a perception of exclusivity and quality
Q3) Solve any one
a) Being a distribution and sales Head of an Electronic company design a
Distribution channel for its latest version & LED Television Set?
ANS. As the distribution and sales head of an electronic company, I would design a
distribution channel for the latest version of LED television sets as follows:
1. Manufacturer: The journey starts with the manufacturer, which produces the LED
television sets.
2. Distributors: Establish partnerships with authorized distributors who will act as
intermediaries between the manufacturer and retailers. Select distributors with a strong
network and expertise in the electronics industry.
3. Retailers: Engage with various types of retailers to ensure widespread availability and
accessibility of the LED television sets. This can include:
a) Electronics Retail Chains: Partner with established electronics retail chains that have a
wide presence across different regions or countries. These chains usually have dedicated
sections for televisions and attract a significant customer base.
b) Consumer Electronics Stores: Collaborate with independent consumer electronics stores
that specialize in electronics and home appliances. These stores cater to customers looking
for a range of electronics products.
c) Supermarkets and Hypermarkets: Establish partnerships with supermarkets and
hypermarkets that have dedicated electronics sections. These retail outlets attract a large
footfall and cater to customers who prefer one-stop shopping convenience.
d) Online Retailers: Leverage the growing e-commerce market by partnering with popular
online retailers. This allows customers to conveniently purchase LED television sets online,
with options for home delivery and easy returns.
4. Authorized Resellers: Identify authorized resellers who specialize in B2B sales or cater to
specific customer segments such as corporate clients, institutions, or commercial projects.
These resellers can target businesses or organizations in need of bulk purchases or
specialized services.
5. Service Centers: Set up authorized service centers in strategic locations to provide after-
sales support, including installation, repairs, and warranty services. This ensures customer
satisfaction and builds brand loyalty.
6. Marketing and Promotions: Collaborate with the distribution partners to implement
effective marketing and promotional strategies. This can include in-store displays,
advertising campaigns, product demonstrations, special offers, and tie-ups with influencers
or celebrities to create brand awareness and drive sales.
7. Logistics and Supply Chain: Establish an efficient logistics and supply chain network to
ensure timely delivery of products to retailers and resellers. This includes coordinating with
transportation partners, managing inventory, and optimizing warehousing facilities.
8. Channel Management: Regularly monitor the performance of the distribution channel,
including sales data, inventory levels, customer feedback, and market trends. Maintain strong
relationships with distributors and retailers, provide training and support, and address any
channel-related issues promptly.
By designing a well-structured distribution channel, the latest version of LED television sets
can reach a wide customer base, ensure availability in various retail outlets, provide excellent
customer service, and achieve the desired sales targets.

b) Elaborate an a NDD process of a Health Care-co. want to introduce new

hair oil in the Indian Market, which helps in reducing hair fall.
ANS. To introduce a new hair oil in the Indian market that helps in reducing hair fall, the
health care company can follow the following New Product Development (NPD) process:
1. Idea Generation:
The NPD process begins with idea generation. The health care company can generate ideas
through various sources, such as market research, customer feedback, industry trends, and
internal brainstorming sessions. In this stage, the company can identify the need for a hair oil
that reduces hair fall and generates innovative ideas to address the need.
2. Idea Screening:
Once the ideas are generated, the company needs to evaluate them based on various criteria,
including market potential, feasibility, profitability, and alignment with the company's
objectives and capabilities. This stage involves screening the ideas and selecting the most
promising one for further development.
3. Concept Development and Testing:
After selecting the idea, the company needs to develop a detailed concept for the new hair
oil. This includes defining the product's features, benefits, target market, and positioning.
The company can create prototypes of the hair oil and conduct consumer surveys, focus
groups, or interviews to gather feedback and assess consumer acceptance and preferences.
4. Business Analysis:
In the business analysis stage, the health care company needs to evaluate the financial
viability and potential profitability of the new hair oil. This involves analyzing the costs of
production, distribution, marketing, and sales, as well as estimating the market demand,
competition, pricing, and potential sales volume. The company can conduct a thorough
market research study to gather data and make informed decisions.
5. Product Development:
Once the business analysis confirms the viability of the new hair oil, the company can
proceed with product development. This stage involves formulating the hair oil, conducting
extensive research and development, testing the product for efficacy and safety, and
obtaining necessary regulatory approvals and certifications. The company can also focus on
packaging design and branding during this stage.
6. Test Marketing:
Before a full-scale launch, the health care company can opt for test marketing in specific
regions or target markets within India. Test marketing allows the company to assess
consumer response, gather feedback, and make any necessary adjustments to the marketing
mix. This stage helps in identifying potential challenges and refining the marketing strategy
before a wider rollout.
7. Commercialization:
Once the test marketing phase is successful, the company can proceed with
commercialization, which involves the full-scale launch of the hair oil in the Indian market.
This includes setting up distribution channels, implementing marketing campaigns, training
sales teams, and ensuring sufficient production and inventory. The company can leverage
various promotional channels, such as digital marketing, advertising, public relations, and
influencer collaborations, to create awareness and drive product sales.
8. Evaluation and Continuous Improvement:
After the launch, it is essential for the health care company to continuously monitor and
evaluate the performance of the new hair oil. This involves tracking sales, customer
feedback, market share, and competition. The company should gather insights from
consumers, conduct post-launch surveys, and make any necessary improvements to the
product or marketing strategies to ensure long-term success.
By following this NPD process, the health care company can effectively introduce the new
hair oil for reducing hair fall in the Indian market, address consumer needs, and gain a
competitive advantage in the hair care industry.

Q4) Solve any one.

a) “Nazara Communication” company is planning to launch online gaming
plat form. Design an Integrated Marketing Communication (IMC) plan.
Ans. Integrated Marketing Communication (IMC) Plan for Nazara Communication's Online
Gaming Platform:
1. Define Objectives:
Clearly define the objectives of the IMC plan. For example, the objectives could be to
generate brand awareness, attract a target audience, increase user engagement, and drive
conversions on the online gaming platform.
2. Identify Target Audience:
Identify the target audience for the online gaming platform. This could include gamers of
different age groups, casual gamers, esports enthusiasts, and mobile gaming enthusiasts.
Define the characteristics, behaviors, and preferences of the target audience to tailor the
communication strategies accordingly.
3. Develop Key Messaging:
Develop compelling and consistent key messages that resonate with the target audience.
Highlight the unique features, benefits, and value proposition of the online gaming platform,
such as a wide range of games, immersive gameplay, multiplayer options, competitive
tournaments, rewards, and a user-friendly interface.
4. Select Communication Channels:
Determine the most effective communication channels to reach and engage the target
audience. Consider a mix of online and offline channels, including:
a) Digital Marketing: Leverage digital channels like social media platforms (Facebook,
Instagram, Twitter, YouTube), online advertising (Google Ads, display ads), content
marketing (blogs, video content, influencer partnerships), and search engine optimization
(SEO) to drive brand awareness, website traffic, and user engagement.
b) Mobile Marketing: Utilize mobile marketing strategies, such as mobile app install
campaigns, push notifications, and in-app advertising, to target users on smartphones and
tablets.
c) Public Relations: Develop relationships with gaming influencers, bloggers, and online
publications to generate positive coverage, reviews, and articles about the online gaming
platform. Share news and updates through press releases and media outreach.
d) Events and Sponsorships: Participate in gaming events, esports tournaments, or gaming
conventions to create brand visibility, engage with the target audience, and showcase the
online gaming platform. Consider sponsorships or partnerships with popular gamers or
esports teams to enhance brand credibility.
e) Content Partnerships: Collaborate with gaming content creators on platforms like
Twitch or YouTube to create promotional content, live streams, or gameplay videos
featuring the online gaming platform.
f) Traditional Advertising: Consider traditional advertising methods, such as television,
radio, or outdoor advertising, to reach a broader audience and build brand awareness. Focus
on channels and time slots that are relevant to the target audience.
5. Create Engaging Content:
Develop engaging and interactive content to attract and retain users. This could include
gameplay trailers, tutorials, game reviews, live streams, interactive quizzes, contests, or user-
generated content campaigns. Encourage users to share their gaming experiences on social
media using branded hashtags.
6. Consistent Branding:
Maintain consistent branding across all communication channels. Use a visually appealing
and recognizable brand logo, colors, and design elements. Ensure that the brand voice and
tone reflect the excitement and enjoyment associated with gaming.
7. Measure and Evaluate:
Implement tracking and analytics tools to measure the effectiveness of the IMC plan.
Monitor key performance indicators (KPIs) such as website traffic, app downloads, user
engagement metrics, social media interactions, and conversions. Regularly assess the results
and make data-driven adjustments to optimize the communication strategies.
8. Continuous Engagement:
Focus on building a community and fostering ongoing engagement with the users.
Encourage user reviews, ratings, and feedback on the gaming platform. Organize
tournaments, challenges, and events to keep users excited and connected. Offer personalized
promotions or rewards to incentivize loyalty and referrals.
By implementing this IMC plan, Nazara Communication can effectively promote its online
gaming platform, generate awareness, attract and engage the target audience, and drive user
acquisition and retention.

b) Develop an Integrated marketing plan for “KBC TV game show?

Ans. Integrated Marketing Plan for "KBC" TV Game Show:
1. Define Objectives:
Set clear objectives for the integrated marketing plan. These could include increasing
viewership, enhancing brand awareness and perception, driving engagement and
participation, and attracting sponsors and advertisers.
2. Identify Target Audience:
Identify the target audience for the "KBC" TV game show. This may include individuals of
various demographics, such as trivia enthusiasts, general knowledge seekers, fans of the
host, and viewers interested in entertainment and game shows. Understand their preferences,
behaviors, and media consumption habits.
3. Develop Key Messaging:
Craft compelling key messages that highlight the unique features and benefits of the "KBC"
TV game show. Emphasize the excitement, knowledge, and entertainment value it offers, the
chance to win big prizes, and the opportunity to participate in a nationally recognized show.
4. Select Communication Channels:
Choose a mix of communication channels to effectively reach and engage the target
audience:
a) Television: Leverage traditional TV advertising to promote the "KBC" game show,
airing commercials during prime time slots and relevant programs. Showcase teasers,
previews, and memorable moments to generate excitement and anticipation.
b) Digital Marketing: Utilize digital channels to create a buzz and engage with the
audience. Develop a dedicated website for the game show with interactive features, behind-
the-scenes content, contestant profiles, and game updates. Employ social media platforms
(Facebook, Twitter, Instagram, YouTube) for promoting episodes, sharing clips, hosting live
Q&A sessions, and running contests. Run targeted online advertising campaigns to reach a
broader audience.
c) Mobile Marketing: Capitalize on mobile marketing to reach viewers on their
smartphones and tablets. Develop a mobile app for the game show, allowing users to play
interactive trivia games, participate in polls, and receive exclusive content and notifications.
Consider in-app advertising to promote the show and engage with users.
d) Public Relations: Collaborate with media outlets, influencers, and bloggers to create
positive coverage and generate buzz about the "KBC" game show. Issue press releases,
conduct interviews, and engage in media partnerships to maximize exposure and reach.
e) Event Marketing: Organize promotional events and activations related to the game
show. This can include city tours, mall activations, or college events featuring trivia quizzes
and games, giving people a taste of the show's excitement.
f) Sponsorships and Product Placement: Seek sponsorships and partnerships with relevant
brands to increase funding and generate cross-promotional opportunities. Explore product
placements within the show to integrate brands seamlessly into the gameplay or set design.
5. Engaging Content:
Create engaging content that captures the essence of the "KBC" game show. Develop teaser
videos, behind-the-scenes footage, and contestant profiles to build anticipation. Encourage
viewers to interact with the show through social media platforms, engaging them in trivia
quizzes, polls, and discussions. Consider featuring heartwarming or inspiring stories of
contestants to establish an emotional connection with the audience.
6. Consistent Branding:
Maintain consistent branding across all communication channels. Use the "KBC" logo,
colors, and visual elements consistently in promotional materials, on the website, and in
social media posts. Ensure the brand voice aligns with the show's tone, reflecting its values
of knowledge, excitement, and fairness.
7. Measurement and Evaluation:
Implement tracking and analytics tools to measure the effectiveness of the integrated
marketing plan. Monitor key metrics such as viewership ratings, website traffic, social media
engagement, app downloads, and user participation. Regularly analyze data to make data-
driven adjustments and optimize the marketing strategies.
8. Continuous Engagement:
Continuously engage the audience between seasons to maintain interest and anticipation.
Utilize social media platforms and the dedicated website to provide updates, share exclusive
content,

Q5) Solve any one.

a) A leading “Coffee Brand” in planning to for a into a new brand of
“Coffee”. you are appointed as marketing consultant by the company
prepare a detailed marketing plan make suitable assumptions.
Ans . Marketing Plan for the New Brand of Coffee:
1. Executive Summary:
Provide an overview of the marketing plan, including the objective, target market, key
strategies, and expected outcomes.
2. Situation Analysis:
Conduct a thorough analysis of the coffee market, including competitors, trends, consumer
preferences, and market opportunities. Evaluate the strengths, weaknesses, opportunities, and
threats (SWOT analysis) for the new coffee brand.
3. Target Market:
Identify the target market for the new coffee brand based on demographics, psychographics,
and behavior. Consider factors such as age, gender, lifestyle, preferences, and coffee
consumption habits. For example, the target market could be young professionals who
appreciate premium coffee and seek unique flavors and experiences.
4. Unique Selling Proposition (USP):
Define the unique selling proposition of the new coffee brand. Highlight what sets it apart
from competitors, such as specialty blends, organic sourcing, fair trade practices, or a unique
brewing process. This will be the core message communicated throughout the marketing
efforts.
5. Product Strategy:
Outline the features, blends, and varieties of the new coffee brand. Determine the packaging
design, sizes, and pricing options. Consider offering a range of coffee products, such as
whole bean, ground, single-serve pods, or instant coffee, to cater to different consumer
preferences and convenience.
6. Branding and Positioning:
Develop a strong brand identity for the new coffee brand, including the name, logo, tagline,
and brand values. Establish a clear positioning that aligns with the target market's desires and
differentiates the brand from competitors. For example, positioning the brand as a provider
of high-quality, ethically sourced coffee for coffee connoisseurs.
7. Pricing Strategy:
Determine the pricing strategy based on the brand positioning, production costs, market
research, and competition. Consider factors like perceived value, target market affordability,
and desired profit margins. Develop pricing tiers that cater to different segments of the target
market, such as premium offerings and value bundles.
8. Distribution Channels:
Identify the distribution channels to make the new coffee brand easily accessible to the target
market. This can include partnerships with supermarkets, specialty coffee shops, online
retailers, cafes, or direct-to-consumer sales through an e-commerce platform. Ensure that the
chosen channels align with the target market's shopping preferences and maximize brand
exposure.
9. Promotion and Advertising:
Develop a comprehensive promotional strategy to create awareness and generate interest in
the new coffee brand:
a) Advertising: Utilize various advertising channels, such as television, radio, print media,
online platforms, and outdoor billboards, to reach the target audience. Craft compelling
advertisements highlighting the brand's unique features, taste, and values.
b) Digital Marketing: Leverage digital marketing channels like social media advertising,
influencer partnerships, content marketing, and search engine optimization to engage with
the target market, share educational content, run contests, and encourage user-generated
content.
c) Public Relations: Engage with media outlets, bloggers, and coffee influencers to secure
positive coverage and reviews of the new coffee brand. Conduct press releases, media
events, and product sampling campaigns to build buzz and credibility.
d) Experiential Marketing: Organize coffee tasting events, pop-up shops, or collaborations
with cafes to provide opportunities for consumers to experience the new coffee brand
firsthand. Encourage sampling and offer discounts or promotions to encourage trial and
repeat purchases.
10. Evaluation and Metrics:
Establish key performance indicators (KPIs) to track the success of the marketing plan.
Measure metrics such as brand awareness, customer acquisition, sales volume, customer
satisfaction, and social media engagement. Regularly assess the performance against these
metrics and make adjustments as needed to optimize the marketing strategies.
11. Budgeting:
Develop a detailed budget for the marketing
plan, allocating funds to different marketing activities based on their expected impact and
reach. Monitor expenses closely and ensure the budget aligns with the company's overall
financial objectives.
Assumptions:
Assumptions can vary based on the company's specific goals and market conditions.
However, some potential assumptions for the marketing plan could include:
- The new coffee brand will be launched in a specific region or market segment.
- The target market has a preference for high-quality, specialty coffee.
- The pricing strategy will be competitive yet profitable, taking into account the cost of
production and desired profit margins.
- The distribution channels chosen will effectively reach the target market and provide
sufficient brand visibility and availability.
- The marketing plan will be executed over a specific timeframe with dedicated resources
and a defined budget.
- The new coffee brand will deliver on its promise of quality and uniqueness, meeting or
exceeding consumer expectations.
These assumptions should be further refined and validated through market research and
ongoing monitoring to ensure the marketing plan's effectiveness.

b) You are appointed as a marketing manager for an “Online Education

portal. the company offer online education for various Examinations like
GEE, NEET, MPSC, UPSC, create a marketing plan for the company .
make suitable assumptions.
Marketing Plan for the Online Education Portal:
1. Executive Summary:
Provide an overview of the marketing plan, including the objective, target market, key
strategies, and expected outcomes.
2. Situation Analysis:
Conduct a comprehensive analysis of the online education market, including competitors,
trends, market size, and growth potential. Identify the unique selling points of the online
education portal in terms of course offerings, quality, convenience, and affordability.
3. Target Market:
Identify the target market for each examination category (GEE, NEET, MPSC, UPSC) based
on demographics, educational aspirations, and exam preparation needs. Understand their
preferences, pain points, and online behavior. For example, the target market for NEET
preparation could be aspiring medical students in a specific region or country.
4. Product Strategy:
Define the online courses and study materials offered for each examination category. Ensure
the content is comprehensive, up-to-date, and aligned with the respective exam syllabus.
Consider offering features such as interactive quizzes, practice tests, video lectures, doubt-
solving forums, and progress tracking to enhance the learning experience.
5. Branding and Positioning:
Develop a strong brand identity for the online education portal. Define the brand's mission,
vision, and values. Position the portal as a trusted, reliable, and convenient platform that
provides high-quality education, personalized support, and a pathway to success in the target
examinations.
6. Pricing Strategy:
Determine the pricing strategy for different course offerings based on factors such as course
duration, depth of content, and level of personalization. Consider offering flexible payment
options, discounts for long-term subscriptions, and value-added features to enhance the
perceived value and attract students.
7. Distribution Channels:
Leverage digital distribution channels to make the online education portal easily accessible
to the target market. This can include a dedicated website with a user-friendly interface,
mobile app availability, and partnerships with online marketplaces. Ensure that the platform
is compatible with multiple devices and operating systems.
8. Promotion and Advertising:
Develop a comprehensive promotional strategy to create awareness and drive enrollment:

a) Digital Marketing: Utilize search engine optimization (SEO), pay-per-click (PPC)

advertising, social media marketing, and email marketing to reach and engage with the target
audience. Create compelling content, including blogs, videos, and infographics, that provide
valuable exam preparation tips, insights, and success stories.
 b) Influencer Marketing: Collaborate with influencers, subject matter experts, and
educational bloggers who have a strong online presence and credibility in the target
examination categories. Engage them to create and share content, reviews, and endorsements
to reach a wider audience.
c) Content Marketing: Develop educational content such as blog articles, e-books,
webinars, and podcasts that address specific exam-related topics and provide valuable
insights and study strategies. Promote this content through various channels to attract and
engage potential students.
d) Referral Program: Implement a referral program that incentivizes current students to
refer their friends and peers to the online education portal. Offer discounts, rewards, or
exclusive content to both the referrer and the referred student to encourage enrollment.
e) Strategic Partnerships: Collaborate with educational institutions, coaching centers,
schools, or student organizations to promote the online education portal as a supplementary
learning resource. Offer special discounts or partnerships to students associated with these
institutions.
9. Student Support and Engagement:
Ensure excellent customer support and engagement to provide a positive learning experience.
Offer personalized guidance, doubt-solving sessions, and online forums where students can
interact and collaborate. Implement a feedback system to continuously improve the platform
based on student input.
10. Evaluation and Metrics:
Establish key performance indicators (KPIs) to measure the success of the marketing plan.
Track metrics such as website traffic, course enrollment, student engagement, conversion
rates, customer satisfaction, and retention rates. Analyze the data regularly to identify areas
for improvement and make data-driven marketing decisions.
11. Budgeting:
Develop a detailed budget for the marketing plan, allocating funds to different marketing
activities based on their expected impact and reach. Monitor expenses closely and ensure the
budget aligns with the company's overall financial objectives.
Assumptions:
Assumptions can vary based on the company's specific goals and market conditions.
However, some potential assumptions for the marketing plan could include:
- The online education portal offers high-quality content and a user-friendly learning
platform.
- The target market is actively seeking online exam preparation resources and is open to
adopting digital learning methods.
- The online education portal provides a competitive advantage over traditional offline
coaching institutes in terms of convenience, flexibility, and affordability.
- The marketing plan assumes a certain level of internet penetration and access to digital
devices among the target market.
- The online education portal will continuously update and improve its content to align with
changing exam patterns and syllabi.

These assumptions should be further refined and validated through market research and
ongoing monitoring to ensure the marketing plan's effectiveness.
 Question Paper 2
Q1) Solve any five of the following :
a) Premium pricing refers to a pricing strategy where a product or service is priced higher
than the average market price to reflect its higher quality, exclusivity, or perceived value.
This strategy is often used by companies to position their products as luxurious, high-end, or
premium in order to attract customers who are willing to pay a premium for superior quality
or unique features.

b) Brand equity refers to the value and strength of a brand in the market. It represents the
intangible assets and reputation a brand has built over time, including consumer perceptions,
brand recognition, customer loyalty, and the overall impact of the brand on business
performance. Brand equity is a measure of a brand's influence and its ability to generate
demand, command higher prices, and differentiate itself from competitors.

c) Marketing control refers to the process of monitoring and measuring marketing activities
to ensure they are aligned with the overall marketing objectives and strategies. It involves
setting performance targets, collecting relevant data and information, analyzing marketing
metrics, and taking corrective actions to optimize marketing performance. Marketing control
helps in evaluating the effectiveness of marketing initiatives, identifying areas of
improvement, and ensuring that marketing efforts are delivering the desired results.

d) Different levels of product refer to the various layers or components of a product offering.
They can be classified into three levels:

- Core Product: This represents the fundamental benefit or problem-solving capability that
the product provides. For example, the core product of a smartphone is communication.

- Actual Product: This includes the physical attributes, features, and design of the product. It
encompasses the tangible elements that customers can see, touch, or experience. In the case
of a smartphone, the actual product includes the brand, design, display, camera, and other
hardware and software features.

- Augmented Product: This level includes additional services, warranties, after-sales support,
and customer experience associated with the product. It goes beyond the physical product
and aims to enhance customer satisfaction and differentiate the offering from competitors.
For a smartphone, the augmented product may include a warranty, customer service,
software updates, and exclusive apps.
e) The stage that is not a part of the new product development process is "Grading." The
correct stages in the new product development process are:
i) Idea generation: The process of generating new product ideas and concepts.
ii) Idea screening: Evaluating and filtering the generated ideas to determine their feasibility
and potential.
iii) Concept testing: Assessing consumer responses and feedback on the product concept to
determine its market viability.
iv) Commercialization: Introducing the new product into the market, including
manufacturing, marketing, and distribution.

f) The companies that practice online marketing into their traditional operations are classified
as "Click and mortar companies." Click and mortar companies refer to businesses that have
both an online presence and physical brick-and-mortar stores or operations. These companies
leverage the advantages of online marketing channels while also maintaining a physical
presence to cater to customers who prefer offline shopping or need in-person services.

g) The concept of a marketing channel, also known as a distribution channel, refers to the set
of intermediaries and activities involved in the movement of products or services from the
producer to the final consumer. It encompasses the various entities, such as wholesalers,
retailers, agents, and logistics providers, involved in the distribution process. The marketing
channel ensures that products are efficiently and effectively delivered to the target market,
taking into account factors like product availability, customer convenience, and cost-
effectiveness.

h) Personal selling refers to the direct, face-to-face communication and interaction between a
salesperson and a potential customer. It involves personalized sales presentations, product
demonstrations, negotiations, and relationship building to persuade customers and facilitate
the purchase decision-making process. Personal selling allows for tailored communication,
addressing customer needs and concerns, and providing detailed information to drive sales
and build customer relationships.

Q2) Solve any two of the following : [10]

a) Compare between FMCG and Industrial product.
b) Compare and contrast product Vs Brand.
c) Explain push & pull strategy used in Marketing.
a) Comparison between FMCG and Industrial Products:
FMCG (Fast-Moving Consumer Goods) Products:
- FMCG products are intended for personal consumption and are purchased frequently.
- They have a relatively low unit value and a short shelf life.
- Marketing efforts focus on creating brand awareness, building brand loyalty, and attracting
repeat purchases.
- Distribution channels are extensive, with products available in supermarkets, convenience
stores, and online platforms.
- Examples of FMCG products include food and beverages, toiletries, household cleaning
products, and personal care items.

Industrial Products:
- Industrial products are intended for use by businesses rather than individual consumers.
- They often have a higher unit value and a longer life cycle.
- Marketing efforts are targeted towards specific industries and involve building relationships
with industrial buyers.
- Distribution channels are specialized and may involve direct sales, B2B transactions, and
partnerships with industrial distributors.
- Examples of industrial products include machinery, equipment, raw materials, and
components used in manufacturing processes.

b) Comparison between Product and Brand:

Product:
- A product refers to a tangible item or intangible service that fulfills a customer's needs or
wants.
- It focuses on the functional features, benefits, and attributes of the offering.
- Customers evaluate products based on factors such as quality, price, features, and
performance.
- Products can be easily imitated by competitors, leading to price competition and lower
customer loyalty.
- Companies differentiate their products through unique features, technological
advancements, or superior quality.
Brand:
- A brand is a combination of name, logo, design, and other elements that distinguishes a
product or company from its competitors.
- It represents the emotional and psychological relationship that customers have with the
product or company.
- Brands convey a specific identity, reputation, and set of values to customers.
- Brands are built through consistent messaging, customer experiences, and perceptions over
time.
- Strong brands have higher customer loyalty, command premium prices, and create trust and
credibility in the market.

c) Push and Pull Strategy in Marketing:

Push Strategy:
- Push strategy focuses on pushing products through the distribution channel towards the end
consumers.
- It involves targeting distribution channels, such as wholesalers and retailers, to promote and
sell the products.
- The goal is to incentivize intermediaries to stock and actively promote the products to
customers.
- Companies use trade promotions, salesforce incentives, and distribution support to push
products to retailers.
- Customers are influenced through point-of-sale displays, discounts, and other promotional
activities in stores.

Pull Strategy:
- Pull strategy focuses on creating consumer demand and pulling products through the
distribution channel.
- It involves building brand awareness, creating a strong brand image, and attracting
customers directly.
- The goal is to generate consumer interest and demand, leading retailers to stock and fulfill
the demand.
- Companies use advertising, public relations, social media, and other promotional tactics to
reach consumers.
- Customers are motivated to seek out and purchase the products based on brand reputation,
marketing messages, and personal preferences.
In summary, the push strategy emphasizes distribution channels and intermediaries, while the
pull strategy emphasizes building consumer demand and brand awareness. Both strategies
can be used together in a coordinated manner to maximize marketing effectiveness.

Q3) a) You are appointed as a marketing manages of an electronic company.

Design suitable distribution channels for the company.
As the marketing manager of an electronic company, designing suitable distribution channels
involves determining the most effective and efficient ways to get your products from the
manufacturing facility to the end customers. Here's a suggested approach for designing
distribution channels for your electronic company:

1. Direct Sales:
Consider establishing your own direct sales channels, such as company-owned retail stores
or an e-commerce website. This allows you to have complete control over the customer
experience and enables direct interaction with customers.

2. Retail Partnerships:
Collaborate with established retailers in the electronics industry to sell your products. This
can include partnerships with electronics retail chains, department stores, or specialty
electronics stores. These retail partners can showcase and sell your products to a wide
customer base.

3. Online Marketplaces:
Leverage popular online marketplaces, such as Amazon, eBay, or Alibaba, to reach a global
audience. Listing your products on these platforms provides increased visibility and access to
a large customer base already using these platforms for online shopping.

4. Distributors and Wholesalers:

Engage distributors and wholesalers who specialize in electronic products. These
intermediaries can purchase your products in bulk and distribute them to retailers, helping to
expand your reach and improve product availability.

5. Value-Added Resellers:
Identify value-added resellers (VARs) who can add value to your products by offering
complementary services or bundling them with related products. VARs could include system
integrators, service providers, or specialized solution providers.

6. Corporate Sales:
Explore opportunities for corporate sales by establishing relationships with businesses that
might purchase your electronic products in large quantities. This could involve selling
directly to corporations, participating in B2B trade shows, or developing partnerships with
corporate procurement departments.

7. After-Sales Service Centers:

Ensure a strong after-sales service network by establishing authorized service centers in
different regions. This will help in providing customer support, warranty services, and
repairs, enhancing customer satisfaction and brand loyalty.

It is important to evaluate and select distribution channels based on factors such as target
market, geographical reach, cost-effectiveness, control over the customer experience, and the
capabilities of each channel partner. Regular monitoring and evaluation of channel
performance will help in making necessary adjustments and optimizing distribution
strategies.

b) A popular FMCG company is planning to plan launch a new brand of

Antiseptic liquid. Besign suitable distribution channels for the product

For launching a new brand of antiseptic liquid, here are some suitable distribution channels
to consider:
1. Retail Stores:
Focus on distribution through retail stores, including supermarkets, pharmacies, convenience
stores, and health and beauty stores. These stores cater to a wide range of consumers and
provide convenient access to everyday products like antiseptic liquid.
2. Pharmacy and Drugstore Chains:
Establish partnerships with pharmacy and drugstore chains, as they have a strong presence
and credibility in the healthcare and wellness industry. These chains often have a dedicated
section for healthcare products where antiseptic liquids can be prominently displayed.
3. Online Marketplaces:
Leverage online marketplaces and e-commerce platforms to reach a wider customer base. Set
up an official website and sell directly to consumers, or partner with established online
retailers that specialize in health and wellness products. This allows for convenient ordering
and home delivery options.
4. Distributors and Wholesalers:
Collaborate with distributors and wholesalers who specialize in FMCG products. They can
help in distributing your antiseptic liquid to various retail outlets, including independent
stores and small retailers. This enables wider product availability and market penetration.
5. Medical Institutions and Healthcare Facilities:
Target medical institutions, hospitals, clinics, and healthcare facilities as potential
distribution channels. These institutions often have their own in-house stores or pharmacies
where antiseptic liquids can be supplied for use by medical professionals and patients.
6. Direct Sales to Businesses:
Explore direct sales to businesses in industries that require regular use of antiseptic liquids,
such as hospitality, food services, and manufacturing. This can involve establishing
partnerships with distributors that specialize in supplying products to these industries.
7. Specialty Stores and Health Retailers:
Consider partnering with specialty stores that focus on health and wellness products or
natural/organic stores that emphasize eco-friendly and chemical-free products. These stores
attract customers looking for specific types of antiseptic liquids that align with their
preferences or health concerns.
8. Regional and Local Distribution:
Ensure coverage in regional and local markets by establishing relationships with regional
distributors and local wholesalers. This allows for targeted distribution in specific
geographical areas, ensuring availability in local stores and communities.
Remember to evaluate and select distribution channels based on factors such as target market
reach, brand positioning, product characteristics, competitive landscape, and cost-
effectiveness. Regular monitoring and collaboration with channel partners will help in
optimizing distribution strategies and ensuring the product reaches the intended consumers
effectively.
Q4) a) Develop an Integrated marketing communication plan (IMC) for launching
Hindi Quiz show an popular Hindi Television channel. Make suitable
Assumptions
Integrated Marketing Communication (IMC) Plan for Launching a Hindi Quiz Show on a
Popular Hindi Television Channel:
1. Target Audience:
Assuming the target audience for the Hindi Quiz Show includes individuals aged 18-35 who
are interested in entertainment, trivia, and the Hindi language.
2. Objectives:
- Increase awareness of the Hindi Quiz Show among the target audience.
- Generate excitement and anticipation for the show's premiere.
- Encourage viewership and engagement with the show.
- Foster brand loyalty and long-term viewership.
3. Messaging and Branding:
- Develop a compelling tagline and key messages that highlight the unique features and
excitement of the show.
- Emphasize the benefits of participation, such as entertainment, knowledge enhancement,
and the opportunity to win prizes.
- Establish a strong brand identity for the show, including a catchy name, logo, and visual
elements that resonate with the target audience.
4. Advertising:
- Utilize a mix of traditional and digital advertising channels to reach the target audience
effectively.
- TV commercials on the channel and other relevant channels to create awareness and
generate interest.
- Online display ads, video ads, and social media advertising targeting users interested in
entertainment, trivia, and Hindi content.
- Print advertisements in popular Hindi newspapers and magazines targeting the desired
demographic.

5. Public Relations:
- Organize press releases and media events to generate pre-launch buzz and coverage in
print, online, and broadcast media outlets.
- Invite key influencers and celebrities to participate in the show or attend the launch event.
- Conduct interviews and appearances by the show's host and participants on popular TV and
radio shows, as well as online platforms.
6. Digital Marketing and Social Media:
- Create an engaging website or microsite dedicated to the show, providing information,
videos, and quizzes.
- Leverage social media platforms (Facebook, Twitter, Instagram, YouTube) to engage with
the target audience through teasers, behind-the-scenes content, and interactive quizzes.
- Encourage user-generated content and participation by running online contests,
encouraging fans to share their favorite moments from the show, and using hashtags to create
buzz.
7. On-Air Promotions:
- Use promotional spots during commercial breaks on the channel to build anticipation and
excitement for the show.
- Run teaser campaigns highlighting key aspects of the show, such as unique rounds,
celebrity guests, or grand prizes.
- Cross-promote the show during other popular programs on the channel to maximize
viewership.
8. Events and Activations:
- Organize launch events, fan meet-ups, and live quiz competitions in key cities to engage
with the audience directly.
- Collaborate with local colleges, schools, and community centers to host quiz competitions
and generate local buzz.
9. Sponsorships and Partnerships:
- Collaborate with relevant brands and sponsors to enhance the show's visibility and offer
attractive prizes.
- Create strategic partnerships with online platforms, radio stations, and print media to cross-
promote the show and reach a wider audience.
10. Measurement and Evaluation:
- Regularly track viewership ratings, social media engagement, website traffic, and other
relevant metrics to assess the effectiveness of the IMC plan.
- Conduct surveys and gather feedback from the target audience to gauge their perception of
the show and identify areas for improvement.
Assumptions:
- Sufficient budget allocated for the marketing and promotion of the show.
- The show has a talented and charismatic host.
- The production quality and content of the show meet the expectations of the target
audience.
- A sufficient number of episodes are produced to sustain viewership over a significant
period.
- Legal and regulatory requirements related to game shows and broadcasting are fulfilled.

b) Develop an Integrated marketing communication (IMC) plan for launching

a new Hindi commercial movie across the country. Make suitable
assumptions.
Integrated Marketing Communication (IMC) Plan for Launching a New Hindi Commercial
Movie Across the Country:
1. Target Audience:
Assuming the target audience for the Hindi commercial movie includes individuals aged 15-
45 who are fans of Hindi cinema, with a particular interest in romantic or action genres.
2. Objectives:
- Build awareness and generate buzz about the movie among the target audience.
- Create anticipation and excitement for the movie's release.
- Drive ticket sales and encourage audience attendance.
- Foster positive word-of-mouth and generate social media engagement.
3. Messaging and Branding:
- Develop a captivating tagline and key messages that highlight the unique aspects of the
movie, such as its star cast, storyline, genre, or special effects.
- Emphasize the emotional appeal, entertainment value, and unique selling points of the
movie.
- Create a visually appealing and memorable movie logo and branding elements that resonate
with the target audience.
4. Advertising:
- Utilize a mix of traditional and digital advertising channels to reach the target audience
effectively.
- TV commercials showcasing teasers, trailers, and behind-the-scenes footage on popular
Hindi television channels and in movie theaters.
- Print advertisements in major Hindi newspapers, magazines, and entertainment
publications.
- Online display ads, video ads, and social media advertising targeting users interested in
Hindi cinema, movie trailers, and Bollywood news.
5. Public Relations:
- Organize press releases, media screenings, and promotional events to generate media
coverage in print, online, and broadcast media outlets.
- Conduct interviews and appearances by the movie's cast and crew on popular TV shows,
radio stations, and digital platforms.
- Leverage the popularity of influencers, celebrities, and opinion leaders to create buzz and
generate positive reviews.
6. Digital Marketing and Social Media:
- Create an engaging movie website or microsite with features like trailers, character profiles,
interactive quizzes, and contests.
- Develop a strong social media presence on platforms like Facebook, Twitter, Instagram,
and YouTube, sharing engaging content, behind-the-scenes footage, and interactive posts.
- Collaborate with popular social media influencers and content creators to promote the
movie through sponsored posts, live chats, and giveaways.
7. Outdoor and Ambient Marketing:
- Utilize billboards, posters, and hoardings strategically placed in high-traffic areas,
especially near movie theaters and popular hangout spots.
- Explore innovative outdoor marketing tactics like wall paintings, bus wraps, and
experiential activations to create buzz and intrigue.
8. Events and Premieres:
- Organize star-studded premieres and special screening events in major cities to create
excitement and generate media coverage.
- Collaborate with local theaters and multiplexes for exclusive screenings and promotional
activities, such as meet-and-greets with the cast and crew.

9. Cross-Promotions and Partnerships:

- Collaborate with brands and sponsors that align with the movie's theme and target audience
to run joint marketing campaigns.
- Engage in co-branded promotions, contests, and giveaways with partner brands to create
additional buzz and drive ticket sales.
10. Measurement and Evaluation:
- Monitor box office performance, ticket sales, social media engagement, website traffic, and
other relevant metrics to assess the effectiveness of the IMC plan.
- Conduct post-movie release surveys and collect audience feedback to gauge satisfaction
levels and identify areas for improvement.
Assumptions:
- Adequate budget allocated for marketing and promotions.
- The movie has a compelling storyline, strong performances, and high production quality.
- Targeted distribution across a wide network of theaters and multiplexes across the country.
- The movie complies with censorship regulations and obtains necessary certifications.
- Positive reviews and word-of-mouth generate organic buzz and attract a wider audience.

Q5) a) Design a marketing plan for a company; planning to launch an 'Online

Travel Portal'.
Marketing Plan for Launching an Online Travel Portal:
1. Executive Summary:
Provide an overview of the online travel portal, its unique selling points, target audience, and
the goals of the marketing plan.
2. Target Audience:
Define the target audience for the online travel portal, such as adventure seekers, budget
travelers, luxury travelers, or business travelers. Identify their demographics, preferences,
and behaviors.
3. Brand Positioning:
Establish a strong brand identity for the online travel portal, highlighting its key
differentiators, such as user-friendly interface, extensive travel options, competitive prices,
personalized recommendations, or exceptional customer service.
4. Competitive Analysis:
Analyze the competitive landscape, identify key competitors in the online travel industry,
and assess their strengths and weaknesses. Differentiate the online travel portal by
emphasizing its unique features and benefits.
5. Marketing Objectives:
Outline specific marketing objectives, such as increasing website traffic, generating leads,
driving bookings, increasing customer engagement and loyalty, and enhancing brand
awareness.
6. Marketing Strategies:
a) Online Advertising:
- Utilize search engine marketing (SEM) and search engine optimization (SEO) techniques to
improve organic visibility in search engine results.
- Run targeted online advertising campaigns on popular travel websites, social media
platforms, and search engines.
- Implement retargeting campaigns to reach potential customers who have previously visited
the website.
b) Content Marketing:
- Develop engaging and informative travel content, including blog posts, destination guides,
travel tips, and videos.
- Share content through the online travel portal's blog, social media channels, and email
newsletters to attract and engage the target audience.
c) Social Media Marketing:
- Create a strong presence on social media platforms such as Facebook, Instagram, Twitter,
and YouTube.
- Share captivating travel photos, videos, and stories to inspire and engage the audience.
- Run targeted social media advertising campaigns to reach potential customers based on
their travel preferences and demographics.
d) Influencer Marketing:
- Collaborate with travel influencers and bloggers to promote the online travel portal.
- Arrange sponsored trips and experiences for influencers to generate authentic content and
recommendations.
e) Email Marketing:
- Build an email subscriber list by offering exclusive travel deals, discounts, and
personalized recommendations.
- Send regular newsletters with travel inspiration, new offerings, and special promotions to
engage and retain customers.
f) Partnership Marketing:
- Establish partnerships with airlines, hotels, car rental companies, and other travel service
providers to offer bundled packages and exclusive discounts.
- Collaborate with travel-related brands and websites to cross-promote services and reach a
wider audience.
7. Measurement and Evaluation:
- Set key performance indicators (KPIs) to measure the success of the marketing plan, such
as website traffic, conversions, booking rates, customer satisfaction, and brand sentiment.
- Regularly monitor and analyze data from web analytics tools, social media insights, email
marketing platforms, and customer feedback to make data-driven decisions and optimize
marketing efforts.
8. Budget Allocation:
Allocate a budget for each marketing activity, ensuring it aligns with the marketing
objectives and target audience reach.
9. Timeline and Implementation:
Create a timeline for the implementation of marketing activities, taking into account the
launch date of the online travel portal and the seasonality of travel demand.
10. Risk Assessment and Contingency Plans:
Identify potential risks and challenges that may impact the marketing plan's success, such as
changes in market conditions, regulatory issues, or technological disruptions. Develop
contingency plans to mitigate these risks.
Assumptions:
- The online travel portal has a user-friendly interface, comprehensive travel options, and
reliable booking and payment systems.
- The website and mobile app are fully functional and optimized for different devices.
- The online travel portal complies with relevant travel regulations and customer data privacy
laws.
- The customer service team is trained and equipped to handle customer inquiries, provide
assistance, and resolve issues promptly.

b) Design a marketing plan for a company launching Electric scooter in

India.
Marketing Plan for Launching Electric Scooters in India:
1. Executive Summary:
Provide an overview of the electric scooter company, its mission, and the goals of the
marketing plan.
2. Target Market:
Define the target market for electric scooters in India, considering factors such as
demographics, psychographics, and behaviors. Identify potential customer segments,
including urban commuters, college students, and eco-conscious individuals.
3. Brand Positioning:
Establish a unique brand positioning for the electric scooters, emphasizing their eco-
friendliness, cost-effectiveness, and convenience as an alternative mode of transportation.
4. Competitive Analysis:
Analyze the competition in the electric scooter market, including both local and international
brands. Identify their strengths and weaknesses and position the electric scooters as a
superior choice in terms of quality, performance, and affordability.
5. Marketing Objectives:
Outline specific marketing objectives, such as increasing brand awareness, generating leads,
driving sales, and establishing a loyal customer base.
6. Marketing Strategies:
a) Product Positioning and Differentiation:
- Highlight the unique features of the electric scooters, such as long battery life, fast
charging, smart connectivity options, and ergonomic design.
- Emphasize the environmental benefits of using electric scooters, including reduced carbon
emissions and noise pollution.
b) Online Presence:
- Build an attractive and user-friendly website to showcase the electric scooters'
specifications, features, pricing, and availability.
- Optimize the website for search engines to increase organic visibility.
- Utilize social media platforms, such as Facebook, Instagram, and YouTube, to share
engaging content, videos, and testimonials.
c) Influencer Marketing:
- Collaborate with popular influencers and bloggers in the automotive and sustainable living
niches to promote the electric scooters.
- Arrange test rides and experiences for influencers to generate authentic content and
recommendations.

d) Public Relations:
- Conduct media launches and press events to create awareness and generate positive
coverage in relevant publications, blogs, and online news portals.
- Position the electric scooters as a solution to India's air pollution and traffic congestion
problems.
e) Local Partnerships:
- Form partnerships with local dealerships and distributors to ensure wide availability of the
electric scooters across major cities and towns.
- Collaborate with electric charging station providers to establish a network of charging
stations, addressing the range anxiety concern.
f) Promotions and Incentives:
- Offer attractive pricing options, financing plans, or subsidies to incentivize customers to
choose electric scooters over conventional petrol-powered scooters.
- Run promotional campaigns, such as limited-time discounts, referral programs, or free
accessories with every purchase.
g) Events and Test Drives:
- Organize test drive events at popular public spaces, shopping malls, and colleges to allow
potential customers to experience the electric scooters firsthand.
- Participate in relevant trade shows, exhibitions, and sustainability-focused events to
showcase the electric scooters to a wider audience.
7. Measurement and Evaluation:
- Define key performance indicators (KPIs) to measure the success of the marketing plan,
such as website traffic, social media engagement, lead generation, sales volume, and
customer satisfaction.
- Regularly track and analyze data from web analytics tools, social media insights, customer
surveys, and sales reports to assess the effectiveness of marketing efforts.
8. Budget Allocation:
Allocate a budget for each marketing activity, ensuring a balance between online marketing,
offline promotions, and partnerships.
9. Timeline and Implementation:
Create a timeline for the implementation of marketing activities, considering the product
launch date, production capacity, and seasonal demand for scooters.
10. Risk Assessment and Contingency Plans:
Identify potential risks and challenges, such as changes in government policies, battery
technology advancements, or competitive pricing. Develop contingency plans to address
these risks and adapt marketing strategies accordingly.
Assumptions:
- The electric scooters meet all the necessary safety and regulatory standards in India.
- The charging infrastructure for electric vehicles continues to expand across the country.
- The electric scooters are competitively priced compared to petrol-powered scooters.
- The company has a strong manufacturing and supply chain network in place to meet the
demand for electric scooters.

Question Paper 3

Q1) Solve any five :

a) The correct answer is iii) Product.

b) The correct answer is iv) Effort, Cost.

c) Goods & Service Continuum:

[Goods]---------------------------------------------[Services]
Tangible Intangible

d) Components of Product Mix:

The components of the product mix include:
1. Product Line: A group of closely related products offered by a company.
2. Product Width: The number of different product lines a company offers.
3. Product Length: The total number of products within a product line.
4. Product Depth: The variations in each product within a product line.
5. Product Consistency: The extent to which the different product lines are related.

e) A New Product:
A new product is a product that is introduced to the market for the first time or significantly
differs from existing products in terms of features, benefits, or target audience.

f) Factors Influencing Pricing:

1. Cost: The cost of producing and delivering the product.
2. Competition: The pricing strategies and actions of competitors.
3. Demand: The level of demand for the product in the market.
4. Market Conditions: Factors such as the state of the economy, market saturation, and
customer buying power.
5. Brand Image: The perceived value and reputation of the brand.
6. Product Differentiation: The unique features or benefits that distinguish the product from
competitors.
7. Pricing Objectives: The specific goals the company wants to achieve through pricing, such
as maximizing profits, gaining market share, or achieving customer loyalty.

g) The concept of marketing channel refers to the set of organizations involved in the process
of making a product or service available to consumers. It includes manufacturers,
wholesalers, retailers, and other intermediaries that help in the distribution and delivery of
products from the producer to the end consumer.

h) Marketing Audit:
A marketing audit is a systematic examination and evaluation of a company's marketing
environment, objectives, strategies, and activities. It helps identify strengths, weaknesses,
opportunities, and threats related to the company's marketing efforts. The audit assesses
various marketing aspects, including market segmentation, target audience, marketing
communications, pricing, distribution channels, and competitive analysis. The purpose of a
marketing audit is to provide insights and recommendations for improving the effectiveness
and efficiency of the company's marketing activities.

Q2) Solve any two :

a) Comparison of Product vs Brand:
Product:
- Refers to a tangible item or intangible service that is offered to the market.
- It is something that can be perceived through the senses and fulfills a specific need or want.
- Focuses on the features, functions, and benefits that the product offers.
- Can be easily replicated or imitated by competitors.
- Examples: Smartphone, laptop, car, haircut service.
Brand:
- Represents the identity, image, and reputation associated with a particular product or
company.
- It is a combination of tangible and intangible elements, including the name, logo, design,
values, and overall perception.
- Focuses on creating emotional connections, building trust, and establishing loyalty among
customers.
- Differentiates the product from competitors and creates a unique selling proposition.
- Examples: Apple, Coca-Cola, Nike, BMW.
Contrast:
- A product is a specific item or service, while a brand encompasses the overall perception
and image associated with that product.
- A product is tangible or intangible, while a brand is more abstract and represents the values,
personality, and reputation of the product or company.
- A product can be easily replicated, while a brand is unique and difficult to imitate.
- A product fulfills a functional need, while a brand appeals to emotions, aspirations, and
lifestyle.

b) Explanation of Push vs Pull strategy in Marketing:

Push Strategy:
- Involves pushing the product from the producer to the end consumer through the
distribution channels.
- Focuses on creating demand by persuading intermediaries, such as wholesalers and
retailers, to carry and promote the product.
- Incentives, trade discounts, and promotional activities are used to encourage intermediaries
to stock and sell the product.
- Examples: Providing incentives to retailers to display the product prominently or offering
trade discounts to distributors.
Pull Strategy:
- Involves creating demand from the end consumer and pulling the product through the
distribution channels.
- Focuses on building brand awareness, attracting customers, and generating consumer
demand.
- Advertising, public relations, social media marketing, and direct communication with
consumers are used to create a desire for the product.
- Examples: Running television commercials, engaging in social media campaigns, or
organizing promotional events to create consumer interest and demand.
c) Stages involved in New Product Development:

1. Idea Generation: The first stage where new product ideas are generated through various
sources such as customer feedback, market research, brainstorming, and internal innovation
programs.
2. Idea Screening: The evaluation and selection of the most promising ideas based on criteria
such as market potential, feasibility, profitability, and alignment with the company's goals
and resources.
3. Concept Development and Testing: The development of detailed product concepts and
testing them with the target market to gather feedback, assess consumer interest, and refine
the product idea.
4. Business Analysis: Conducting a detailed analysis of the product's potential market, target
customers, competition, pricing, costs, and financial viability. This stage helps determine if
the product is economically feasible.
5. Product Development: The actual development and creation of the product, including
design, engineering, prototyping, and testing. This stage involves turning the product concept
into a physical or tangible form.
6. Market Testing: Introducing the product in a limited market or specific geographic area to
assess its acceptance, customer response, and gather feedback for further improvements.
7. Commercialization: The full-scale launch and introduction of the product into the market.
This stage involves marketing activities, distribution, production, and setting up customer
support systems to ensure a successful market entry.
8. Post-launch Evaluation: Continuously monitoring the product's performance, gathering
customer feedback, and making necessary adjustments or improvements based on market
response and changing customer needs.
Note: The specific stages and their order may vary depending on the company's approach
and the nature of the product being developed.