NMIMS Semester 3 DECEMBER 2024 Marketing Assignments
Customer Relationship Management
1. You have started a new business. However, to acquire new clients and retain existing ones, you plan to adopt the concept of reciprocity. What are the different ways you can adopt to use reciprocity? Explain with examples.
2. Starbucks and Walt Disney have a strong community of loyal customers. However, this has been built over a period. How does a community help a business, what does a community imply and cite two examples of strong community networks and how they have helped companies build a loyal customer base.
3. Dissatisfaction of CRM implementations are high. CRM projects also need to be futuristic.” In context of the statement:
a) What causes dissatisfaction in CRM implementations?
b) What are the factors that you must consider for the future of your CRM projects?
Marketing Strategy
Q1. You are the marketing director of Axis bank; you have acquired the credit card and consumer banking business of Citibank India. Evaluate the merits of the action in the context of strategy. Is it good strategy or bad? What steps would you take to integrate the two brands? How would you communicate the same to Axis bank as well as the legacy Citibank customers?
Q2. CVC partners paid nearly 5000 crores for buying an IPL franchisee. Was this a sound strategic decision? Analyze the revenue potential and return on investment over the next 5 years. What type of marketing strategy should the company adopt to get sustainable revenue?
Q3. PVR and Inox merged together to create India’s largest multiplex chain. Integrating and creating a singular brand identity is the company’s biggest challenge.
a) As marketing director of the firm create a brand integration strategy.
b) Create a new brand identity, brand name and communications strategy.
Consumer Behaviour
Q1. The latest kid in the e-commerce space is tastes 2 plate [t2pis the app name] and their website is https://tastes2plate.com/home. This site is doing intercity food delivery and is currently available in Kolkata, Patna, Lucknow, Delhi, Gurgaon, Noida, Jaipur, Amritsar, Mumbai, Hyderabad, Bangalore, Kochi and Goa. It wants to launch its services in Pune and Ahmedabad in the next months. Explain how can they persuade citizens of Pune and Ahmedabad to order food from other cities using the principles of “Persuading Customers” under Buyer Behaviour.
Q2. Herd mentality, also known as mob mentality or crowd mentality, is a psychological phenomenon that significantly impacts human behavior. Analyze how are herd or mob mentality connected to consumer behaviour. Support this with an example of your choice.
Q3. Answer the following
a) Panchamrit, Dr. Vaidya’s and Zingavita have recently introduced “Chywanprash Gummies” similar to the Gummy Vitamins introduced a long time back for Multivitamins. These are targeted to children. Explain which principle of changing consumer attitude has been used in the creation of Chywanprash Gummies.
b) How do celebrities add value to product positioning? Explain in detail by taking an example of any product whose purchase and use by you or your family was influenced by celebrity endorsement.
Sales Management
1. A sales representative for a luxury watch brand is tasked with selling high-end timepieces to corporate clients and individual customers. How should the sales approach differ between these two types of clients, considering the diversity in their purchasing motivations? Recommend the most effective selling theory applicable to each scenario
2. A new tech startup is preparing to launch a cutting-edge smartwatch and needs to estimate its potential sales for the first year. How should the sales team approach forecasting these numbers, and what factors should they consider to make their projections as accurate as possible?
3. Read the case & answer the questions based on the case:
A mid-sized fashion retailer is developing its sales budget for the upcoming fiscal year. They need to account for seasonal trends, planned promotions, and expected changes in consumer behavior due to recent market shifts. The challenge is to create a realistic budget that aligns with their growth targets while staying within financial constraints.
Questions:
What factors should the retailer consider when estimating sales revenue for the upcoming year?
How can the retailer adjust their sales budget if unexpected economic changes occur during the year?
International Marketing
Q1. Pursuing International Marketing at the global marketplace can be a daunting task and also navigating it is tricky. What in your opinion motivates firms to engage in international marketing?
Q2. In our country many products from China dominate our markets and have made production unprofitable for Indian manufacturers. In your opinion should we allow the entry of Chinese products in our country?
Q3. Read the following case study carefully and then answer the questions that follow: Your firm manufactures EV bicycles in India and wishes to market them globally. In spite of competition, you see that South Africa has a huge potential and plan to expand your retail operations in South Africa.
a) Explain your market entry strategy to launch the EV bicycles in South Africa.
b) Explain major global pricing Which of these pricing policies would you consider while launching the EV bicycles in South Africa?
Brand Management
Case: Gillette Inc.
Founded in 1901 by King C. Gillette, Gillette Inc. revolutionized personal grooming with the introduction of the world’s first safety razor, forever changing the way men shave. Over the past century, Gillette has established itself as a global leader in grooming, consistently innovating to deliver superior products that meet the evolving needs of consumers. In 1938, the company introduced the first razor blade made of stainless steel, significantly extending blade life. The 1970s saw the launch of the Trac II, the first two- blade razor system, followed by the Sensor in 1990, the first razor with spring-loaded blades. Later they introduced a disposable twin-blade razor namely Presto. The new millennium ushered in the Gillette Mach3 in 1998, which set a new standard for shaving performance. Gillette continues to innovate, expanding its product range to include a variety of grooming products, from razors and shaving gels to deodorants and skincare items.
Target Segments
Gillette’s razor range is diverse, catering to different shaving preferences and skin types. Gillette’s product segmentation is designed to target different demographics—from young adults entering the grooming market to mature men seeking advanced shaving solutions.
Social Media Presence
Gillette maintains a robust presence on social media platforms, engaging millions of followers worldwide. On Instagram, Gillette has over 1 million followers, where they share grooming tips, product launches, and promotional campaigns. Their Twitter account boasts over 200,000 followers, with a focus on customer interaction and real-time support. Gillette’s YouTube channel, with over 2 million subscribers, features a wide range of content, including advertisements, tutorials, and user testimonials. Through these platforms, Gillette effectively connects with its audience, reinforcing its brand message and maintaining its leadership in the grooming industry.
Based on the above case, kindly answer the following three questions.
Q1. From the above, it is evident that Gillette has introduced new products for the existing markets and taken their existing range to different countries (markets). This has enabled Gillette to attract different sets of customers using a variation in the product (Trac II, Sensor, Presto, Mach3) under the same Gillette brand. Additionally, using Gillette brand’s popularity, they introduced other product categories Gel, Deodorant, and skin-care products like oil/cream etc. Identify these two brand strategies and explain how they help any organization to ‘Grow the market.’
Q2. Partly develop a ‘Brand Management Process’ by explaining one specific process step namely ‘Designing and implementing brand marketing programs’. Write this about Gillette as a brand and the various product ranges they manufacture.
Q3a. List any five criteria for choosing Brand Elements and relate them with the Gillette brand.
Q3b. Suggest Gillette Inc. management your idea to amplify the brand Gillette, using a structured approach for the same.
