NMIMS Semester 3 JUNE 2024 Marketing Assignments
Customer Relationship Management
1. You are a CRM consultant. Your new clients have been asking about the future roadmap of CRM, what benefits and value would it add to the organization and what risks can it face because of implementing CRM. What would be your perspective on the future roadmap of CRM?
2. CRM can be implemented around marketing, sales, and services. Give two business examples each on how implementing CRM can be beneficial for your organisation in the area of marketing, sales and services.
3. You have started your new company. You intend to start a loyalty program for your customers. (Take necessary assumptions)
a. What will you keep in mind before designing the loyalty program?
b. What are the kind of loyalty programs that you can think of for your business?
Marketing Strategy
FashionFusion Apparel is a well-known fashion retail chain operating in major cities across the country. The company offers a diverse range of trendy clothing, accessories, and footwear for men, women, and children, catering to fashion-conscious consumers.
FashionFusion Apparel’s current marketing strategy encompasses a blend of traditional and digital marketing initiatives aimed at promoting its products and services. The company utilizes various channels such as television commercials, fashion magazines, social media platforms (Instagram, Facebook), email marketing campaigns, and its official website to connect with customers.
The marketing campaigns focus on showcasing the latest fashion trends, highlighting the quality and affordability of its products, and enticing customers with special promotions and discounts. FashionFusion Apparel also organizes fashion shows, influencer collaborations, and exclusive events to engage with its target audience and enhance brand visibility.
Challenges with Current Marketing:
Despite its concerted efforts, FashionFusion Apparel faces several challenges in executing its marketing strategy effectively:
Online Visibility: While FashionFusion Apparel has an online presence, its visibility and engagement levels on digital platforms are relatively modest compared to competitors. The company struggles to drive traffic to its website and social media channels, limiting its reach and impact in the highly competitive online retail landscape.
Targeting Effectiveness: The current marketing efforts lack precision in targeting specific customer segments. As a result, the messaging may not resonate with the intended audience, leading to suboptimal conversion rates and customer acquisition.
Intense Competition: FashionFusion Apparel operates in a fiercely competitive market where rival brands are constantly vying for market share. The company finds it challenging to differentiate its offerings and communicate its unique value proposition amidst the clutter of competing marketing campaigns.
Shifting Consumer Preferences: FashionFusion Apparel grapples with the changing preferences and behaviors of modern consumers, including a growing preference for online shopping, sustainability-conscious purchasing decisions, and demand for personalized shopping experiences. Adapting to these evolving trends requires agility and innovation in the company’s marketing approach.
In conclusion, FashionFusion Apparel faces significant challenges in effectively executing its marketing strategy.
Q1. As a consultant, explain the PESTEL analysis applicable to the FashionFusion Apparel Business.
Q2. Explain the 7P’s of Marketing for the brand FashionFusion Apparel. (Make assumptions wherever applicable).
Q3. a) Create a Vision, Mission, Goals, and objectives for the FashionFusion Apparel Business.
b) As a consultant, explain the concept of Segmentation, Target Market and positioning for the brand FashionFusion.
Consumer Behaviour
1. Perfora is a new brand of toothpaste that has entered the Indian market. Determine which market segment does Perfora appeals the most to. Perfora wishes to get a Brand Ambassador for its toothpaste. Suggest how will choose the right Brand Ambassador and give names of three potential Brand Ambassadors who you think can be considered for this.
2. “Products are purchased emotionally and justified rationally”. Analyse this classical consumer purchase behaviour factor using Tanishq Gold and Diamond Jewellery as an example
3. Answer the following
a. Take India’s joint family structure – how does this kind of family take purchase decision for FMCG Products
b. There are many emerging new family structures coming into existence in the Society. Take the example of a blended family. For your information a Blended Family is defined as a family which results from remarriage or re-partnering after divorce or widowhood, where one or both partners bring children from previous relationships into the new family unit. This structure often involves step-parents, step-siblings, and half-siblings living together. This family wants to go for a family vacation. What is the different consumer buying factors that will shape the choice of a vacation for this family?
Sales Management
1. Excellent Corporation, a multinational company operating in the consumer goods sector, is restructuring its sales territories. The company’s products range from personal care items to household cleaning supplies, catering to diverse demographics & geographic regions. As the sales manager, you’re tasked with optimizing the sales territory assignments to maximize sales performance & customer coverage. Outline the key factors you would consider when redesigning the sales territories for ABC Corporation
2. Prepare a Sales Plan for a brand of consumer durable focusing in rural market
3. Read the case & answer the questions based on the case:
Case Background:
You are a sales representative for a leading chemical manufacturing company specializing in high-quality housekeeping and cleaning solutions. Your company has recently introduced a new line of environmentally friendly and highly effective cleaning chemicals suitable for the hotel industry. Your target client is a luxury hotel chain with multiple properties worldwide.
Client Information:
Hotel Chain: Prestige Hospitality Group, a well-established luxury hotel chain with a focus on sustainability.
Decision-Maker: Ms. Rodriguez, the Director of Housekeeping for Prestige Hospitality Group.
Current Suppliers: The hotel chain is currently working with a different supplier for its housekeeping chemicals.
Challenges:
- The hotel chain is already committed to a contract with a different supplier.
- Demonstrating the superiority and sustainability of your chemical products.
- Negotiating a deal that is competitive and aligned with the hotel’s budget.
Objectives:
- Convince Prestige Hospitality Group to consider switching to your company’s housekeeping chemicals.
- Highlight the environmental benefits & effectiveness of your products.
- Negotiate a mutually beneficial contract that meets the hotel’s needs and aligns with your company’s goals.
Questions:
a. Explain various Sales related marketing strategies
b. What Negotiation tactics will you adopt to close the deal?
International Marketing
1. Taking your business into 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?
2. How in your opinion does India benefits when Foreign Direct Investments (FDI), and FII invest in India?
3. Read the following case study carefully and then answer the questions that follow:
Harley-Davidson Inc. is discontinuing sales and manufacturing operations in India as part of its company-wide restructuring. India hasn’t been an easy market for Harley, where it sells a few thousand bikes. The company operates a “complete knock-down” assembly plant, where components and parts are imported from U.S. and assembled into motorcycles. Finding the price sweet spot and gaining traction in India, even with models made for the market with smaller engines, has been difficult. Discounts sometimes help; at other times, they turn off buyers. Duties and taxes haven’t been lowered to keep pace, while ownership costs and road taxes have increased. State levies make up 50% of a vehicle’s on-road price. Many large domestic manufacturers though are exporting a significant proportion of their overall production.
Recently, an announcement was made after around a month of Harley-Davidson exit. “As per a distribution agreement, Hero Moto Corp will sell and service Harley-Davidson motorcycles, and sell parts & accessories and general merchandise riding gear and apparel through a network of brand-exclusive Harley-Davidson dealers and Hero’s existing dealership network in India,” Hero Moto Corp said in a statement. Some industry experts are considering it as an apt strategy for Harley-Davidson and Hero Motor Corp.
a. State any five likely reasons that led to Harley discontinuing its sales & manufacturing in India. Examine the stated reasons critically by providing suitable arguments.
b. Discuss the type of strategic alliance between Harley-Davidson with Hero Motor Corp. Provide your arguments if this alliance can be beneficial for both the companies.
Brand Management
Mr. Smith’s artisanal coffee roastery and café will be located in a bustling urban area known for its vibrant cultural scene and appreciation for specialty coffee. The location will be carefully chosen to attract a mix of local residents, office workers, and tourists, ensuring a steady flow of customers throughout the day. The café space will be designed to create a welcoming and cozy atmosphere, with comfortable seating areas for guests to relax and enjoy their coffee experience.
Products:
Single-Origin Coffee Beans: The core offering of the roastery will be single-origin coffee beans sourced directly from sustainable farms across the globe. These beans will be carefully selected for their quality and unique flavor profiles, offering customers a diverse range of options to explore.
Handcrafted Beverages: The café menu will feature an extensive selection of handcrafted beverages, including classic espresso-based drinks like lattes, cappuccinos, and macchiatos, as well as specialty options such as cold brews, nitro coffees, and seasonal coffee-based cocktails.
Pour-Over Coffee: For those who appreciate a more nuanced coffee experience, the café will offer pour-over coffee made to order using precise brewing methods and freshly ground beans.
Specialty Teas: In addition to coffee, the menu will include a curated selection of specialty teas sourced from reputable suppliers. Customers can enjoy classic teas like Earl Grey and Jasmine, as well as unique blends and herbal infusions.
Locally Sourced Pastries and Snacks: To complement the coffee offerings, the café will serve a range of locally sourced pastries, sandwiches, and light snacks. These items will be made fresh daily using organic ingredients whenever possible, highlighting the café’s commitment to quality and sustainability.
Overall, Mr. Smith’s artisanal coffee roastery and café will provide a distinctive coffee experience, combining exceptional beans, expert craftsmanship, and a commitment to ethical sourcing and environmental responsibility.
Q1. As the brand manager, you’ve been tasked with developing brand elements, including the brand name. Explain and elaborate on various types of brand elements that you would suggest for the artisanal coffee roastery and café. Additionally, outline the criteria for selecting these brand elements.
Q2. Explain various types of positioning strategies and elaborate on the one that you will apply for the artisanal coffee roastery and café with reasons.
Q3. As a brand in charge, explain to your team the given points:
a) Explain various ways that you will adopt to promote artisanal coffee roastery and café.
b) Elaborate on the point of parity and point of difference of your artisanal coffee roastery and café with other competitors that are presently competing for a similar target group.
