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231 MM Assignment

This document outlines an assignment for a Marketing Management course. It includes 5 assignments covering topics like new product development, branding, product life cycles, pricing strategies, distribution channels, integrated marketing communications, and developing a comprehensive marketing plan. Students are instructed to write answers on assignment sheets, provide identifying information, and refer to specified marketing textbooks for framework and examples. The assignments increase in complexity and require analysis, strategy development, and case applications of core marketing concepts.

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Arslan Haider
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125 views

231 MM Assignment

This document outlines an assignment for a Marketing Management course. It includes 5 assignments covering topics like new product development, branding, product life cycles, pricing strategies, distribution channels, integrated marketing communications, and developing a comprehensive marketing plan. Students are instructed to write answers on assignment sheets, provide identifying information, and refer to specified marketing textbooks for framework and examples. The assignments increase in complexity and require analysis, strategy development, and case applications of core marketing concepts.

Uploaded by

Arslan Haider
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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DNYANSAGAR INSTITUTE OF MANAGEMENT & RESEARCH

MBA – I SEM - II
ASSIGNMENT FOR MARKETING MANAGEMENT (201 / 231)
SUBMISSION DATE: 14th April 2018
_____________________________________________________________________________________________
Note for writing the answer:

All answers need to be written on assignment sheets which are available in stationary book store.
First page write your name, cell no, mail id and our Institute name, Semester and your subject name & code.
All assignments should be written nicely and cleanly.
All questions are compulsory.
Refer the books mentioned for answers
_____________________________________________________________________________________________

ASSIGNMENT - I

1. Explain in detail the Booz Allen Hamilton’s Classification of ‘New Product’.


2. Identify and name any three products of your choice where both the brand name and packaging has largely
contributed to their success. In the light of the above discuss the strategic importance of Branding and
Packaging as tools for pull strategy.
3. “Every product has perishable distinctiveness". Discuss this statement in context of product life cycle of any
product of your choice.
4. Take any one product and; one service of your choice that are in the decline stage of life cycle. Justify your
choice. In each case, point out whether you think the decline is permanent. What recommendations do you
have for rejuvenating the demand for these products?
5. Company X has a dominant share in the Indian Sauce market and also owns a successful brand in the
category. Research showed that there was a need for sauce with unique taste which could be taken with
Indian as well as western snack foods. The company introduced ‘Tomi –Imli’, a new tomato sauce with
tamarind and tangy spices. The product is targeted at children in the age group of 14 years and above. As a
marketing manager, which steps would you like to take while launching this product? How will you conduct
the test marketing for this product?
6. A multinational FMCG company known for its products is planning to launch a new brand of shampoo in
Indian markets. Shampoo will be available nationwide for dry, oily and for dandruff hair. Design a suitable
brand name and logo with a punch line for the product.
ASSIGNMENT - II

1. Explain & justify the various methods of determining price for:


a. A high technology kitchen chimney
b. A high fiber enriched box of cookies
c. A consumer durable product
d. A consumer non-durable product
e. A perishable product
2. What are the major objectives of pricing? How do the different stages of PLC affect the pricing decision?
Explain giving suitable example.
3. Take a seasonal product of your choice and; highlight/ record the price change over the period of a year and
explain the various determinants of price in the different period.

ASSIGNMENT- III

1. ABC is a well-known brand in the cement industry. It has a large distribution network of around 8000 plus
stockists and 20 C and F agents. During the last decade the company's market share has gradually declined
to 15% from earlier 30%. About a couple of years ago, the brand opened its first company-owned retail
outlet called "ABC Ki Duniya" (World of ABC). The outlet reassures the customer about the genuine
material, and encourages interaction besides displaying a range of refractory and aluminium based products.
This type of outlet is also likely to enhance the company's image.
Taking into consideration the cement market and the commoditized nature of the product, comment on the pros and
cons of an outlet of this kind. Would such outlets alone enhance sales? Explain your answer.

2. Suggest appropriate channel design in the following situations:


(i) An international brand entering India with range of personal care products for men.
(ii) Manufacturer of premium footwear for women.

3. Explain the market logistic decisions like Order Processing, Ware Housing, Inventory &Transportation in
the light to any industry of your choice
ASSIGNMENT- IV

1. There is a new school to be started in the nearby suburbs Chart out a promotional mix for the target
customers.
2. Design a communication mix. For important events in your B-school like:

a. The recruitment drive

b. Intercollegiate Event

3. Explain the different promotional strategies that you would use during the Growth and Maturity stages of
the following products :
(i) Detergent soap
(ii) Laptops
4. Personal Selling and Advertising are the two major vehicles of communication for marketing industrial
products. Discuss with a suitable example of your choice.
5. Nestle has launched brands Quality Street, Lion and After Eight (Chocolates). These brands are being
imported from Europe. Quality Street is an assortment of chocolates priced at Rs. 175 for 218 gm. After
Eight is a popular adult chocolate priced at Rs. 125 for 200 gm and Lion is a caramel wafer bar priced at Rs.
20 for a 45 gm bar. (Kit Kat is priced at Rs. 6 for a 17 gm bar and has a chocolaty taste while Lion has a
crunchy taste). The brands have different tastes and will appeal to different target segments (though the
target segment is one which may have already been exposed to these brands during visits abroad). These
brands have been introduced in metros in upmarket stores which sell brands bears the label “Imported by
Nestle India Ltd” indicating that they may be better than smuggled ones (which may be stale).
Suggest suitable media /media vehicles for promoting these brands. Give reasons in support ofyour answer.

ASSIGNMENT-V

1. A company wants to enter in market with a new product to be consumed for breakfast. Assume yourself to
be the marketing manager of this company. Develop a marketing plan. You can make assumption s if
needed.
2. Mr. Rahul a fresh graduate in food technology has developed a novel food product; viz .Coconut Water
Composite [CWC] based on the indigenously developed technology. The product has been tested by the
government food testing laboratory and certified for human consumption. CWC is very tasty and energetic.
It does not contain any preservatives and does not deplete underground water reservoirs. Mr. Rahul plans to
introduce this novel product as a challenger substitute to. “Pepsi & Coca Cola” cold-drinks. Prepare a
comprehensive marketing plan for launch of this product nationwide. State your assumptions clearly.

3. With reference to Automobile Industry explain the marketing evaluation & control techniques.
REFER THE BOOKS FOR YOUR ANSWER
 Marketing Management by Philip Kotler, Kevin Lane Keller,
 Abraham Koshy, Mithileshwar Jha, Pearson , 13thEdition
 Principles of Marketing by Philip Kotler, Gary Armstrong, PrafullaAgnihotri, Ehasan Haque, Pearson,
13thEdition
 Marketing Management- Text and Cases, Tapan K Panda, 2nd Edition,Excel Books
 Marketing Management by Ramaswamy & Namakumari,Macmillan, 4th Edition
 Marketing Management by Rajan Saxena, TMGH, 4th Edition
 Marketing Management by Arun Kumar,N, Meenakshi,Vikas Publication,2nd edition
 Marketing Management by Iacobucci,Kapoor,Cenage Learning, A south –Asian perspective

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