NMIMS Semester 3 JUNE 2026 Marketing Assignments
Corporate Finance
Q1 A mid-sized Indian manufacturing firm is experiencing declining profitability despite steady revenue growth. The CFO attributes this to escalating operational costs and inefficient asset utilization, compounded by a recent spike in short-term liabilities. The company is considering introducing automated inventory management and tighter receivables policies, but also faces pressure from suppliers demanding shorter payment cycles. The management team must ensure operational efficiency while maintaining liquidity, without compromising on the firm’s ongoing investment in quality improvements and expanding production capacity. Drawing on working capital management concepts, how should the firm apply cash flow forecasting, inventory control, and receivables management strategies to optimize liquidity and operational efficiency in this scenario? What specific actions would you recommend to balance short-term obligations and strategic growth initiatives?
Q2 (A) An Indian manufacturing firm is evaluating the purchase of a machine costing Rs.24,00,000 with the following expected operational data for 5 years: depreciation is calculated using the straight-line method over 5 years with zero salvage value. The machine will generate incremental cash inflows as per the table below. However, it requires an additional working capital investment of Rs.4,50,000 at the end of Year 1, recoverable fully at the end of Year 5. The firm’s cost of capital is 10% p.a. and corporate tax rate is 30%. Using the time value of money, determine whether the investment should be undertaken by calculating the Net Present Value (NPV) of all cash flows (including working capital impacts and tax shields on depreciation). Table: Year | Incremental Cash Inflows (before tax & depreciation) (Rs.): 1 | 7,00,000; 2 | 8,00,000; 3 | 9,80,000; 4 | 9,00,000; 5 | 8,50,000. Show all intermediate calculations in your answer.
Q2 (B) A firm has the following market values and component costs:
Component Market Value (Rs. lakh) Cost (Before Taxes)
Equity Share Capital Rs. 1050 15%
Preference Share Capital Rs. 150 10%
Long-term Secured Debt Rs. 750 9%
Short-term Unsecured Debt Rs. 100 11%
Corporate tax rate is 25%. The company is considering two alternative financing scenarios for a major expansion: Scenario A – increase secured debt by Rs. 250 lakh replacing an equal amount of equity; Scenario B – raise preference share capital by Rs. 100 lakh, reducing unsecured debt and equity equally. Assuming the respective costs remain unchanged and all weights are on the new market value proportions, calculate the WACC for each scenario and determine which scenario yields a lower WACC. Show all steps including tax adjustments and market value re-weighting.
Research Methodology
Q1 Rohit is tasked with comparing the effectiveness of various employee retention strategies as part of his research project. While conducting the literature review, he comes across contradictory studies – some find strong links between flexible work and retention, others see minimal impact. Rohit’s challenge is to objectively synthesise contrasting viewpoints and maintain balanced reporting while avoiding bias or publication bias. Apply the frameworks for critical literature review and ethical reporting to show how Rohit should handle contradictory findings. What steps can he take to ensure objectivity and present a comprehensive synthesis that upholds research integrity?
Q2 (A) A non-profit organization is conducting a field study to understand community participation dynamics during public health awareness events. The research director is torn between participant observation, which offers an insider’s view but risks researcher bias, and nonparticipant observation, which provides objectivity but may limit access to nuanced social contexts. Senior staff are also concerned about ethical integrity and the need for reliable data to influence policy recommendations. Each method presents unique advantages and dilemmas related to trust, data richness, and impartiality. Evaluate the appropriateness of participant versus nonparticipant observation in achieving the organization’s research goals. Critique both approaches by discussing how ethical, methodological, and practical concerns influence the reliability and depth of findings, and recommend the most suitable method with clear justification.
Q2 (B) A market research agency is hired to evaluate consumer perceptions of a new grocery store chain. The client suggests relying solely on brief paper-based surveys at the checkout counters, due to the ease of distribution and lack of digital infrastructure in the area. The agency, however, worries about manual data entry errors, low engagement, and incomplete responses. The client insists this is the most practical approach given budget constraints. Critique the client’s preference for exclusive use of paper-based questionnaires in this situation. What trade-offs must be considered between cost, data integrity, and research effectiveness? Justify an improved approach, considering the constraints, that maximizes both efficiency and data quality.
Consumer Behaviour
Q1. A well-known luxury car company is developing a new flagship vehicle targeting affluent professionals who view their possessions as symbols of success and identity. The marketing team wants the car to become an extension of the owner’s self-image and to personify sophistication, innovation, and status. They seek ways to infuse the brand’s personality into every customer touchpoint from product design to digital content in order to foster emotional attachment and drive premium positioning. Explain how the concepts of extended self and brand personification can be used in the design and communication of the new vehicle to emotionally engage this customer segment. Suggest suitable marketing actions.
Q2 (A). An established luxury car manufacturer notices a decline in sales among younger consumers, despite high product quality and a prestigious brand image. Internal research reveals that the brand’s advertising and showroom layouts highlight tradition and exclusivity, but do not resonate with the values and selective attention of the new generation, who prioritize innovation and sustainability. Complicating matters, repositioning risks alienating loyal customers expecting continuity. Using the concept of perceptual selection (expectations and motives), explain why younger consumers may not respond to the brand’s current marketing messages. Suggest suitable marketing improvements.
Q2 (B). A consumer packaged goods company launches a new organic snack line using traditional marketing (health/safety benefits). Despite initial trials, brand loyalty is low. Motivational research reveals deeper desires: buyers want to feel connected to a community of health-conscious individuals (affiliation) and gain respect for their choices (esteem). In a strategic meeting, executives debate whether to shift toward a purpose-driven branding focused on customer community and recognition, or to continue emphasizing rational product benefits. Explain how a purpose-driven branding approach based on these psychogenic needs could help build stronger consumer loyalty.
Brand Management
Q1. A once-popular national snack brand, CrunchTime, faded into obscurity after decades of declining sales, product stagnation, and changing consumer habits. Under new ownership, the CEO is launching an initiative to reintroduce CrunchTime by modernizing the packaging, updating recipes for healthier ingredients, and employing digital marketing with influencer partnerships. While long-time fans recall the brand fondly, younger generations are unaware of its history. Management’s goal is to revitalize CrunchTime so that it appeals to both nostalgic former customers and health-conscious millennials. Given the scenario, how should the revived snack company leverage both nostalgia and modern consumer trends to reposition its brand in today’s market? What practical steps should be taken to apply revitalization tactics that blend legacy with contemporary relevance?
Q2 (A). An innovative technology conglomerate is preparing for international expansion by launching entirely new product categories (hardware, software, digital services) in emerging markets. Past brand extension efforts within a single category succeeded, but prior unrelated extensions caused confusion, leading to negative customer feedback. Leaders are debating between a branded house and a house of brands strategy for these launches, weighing concerns around customer trust, speed to market, complexity, and long-term brand equity. Evaluate the merits and drawbacks of pursuing a branded house strategy versus a house of brands approach in this expansion scenario. Given past extension failures and the diversity of new offerings, which strategy would best balance customer clarity, strategic risk, and long-term equity? Justify your position with reference to relevant principles from the provided context.
Q2 (B). A leading global sportswear company, recognized for its innovative products and athlete endorsements, is experiencing a sharp decline in brand equity due to a recent controversy regarding sustainability practices. Senior management is divided: one group believes doubling down on high-profile sponsorships and advertising campaigns can restore trust, while another insists on radical operational transparency and community engagement initiatives. The organization must decide which approach is most likely to rebuild strong emotional connections with consumers and restore premium brand equity, given shifting consumer expectations. Evaluate the merits and potential drawbacks of each recovery strategy in the context of brand equity and consumer-based brand equity (CBBE) model. Which approach would you recommend to revitalize brand equity and why? Critically justify your recommendation by considering multi-stakeholder perspectives and long-term brand outcomes.
Integrated Marketing Communications
Q1. A national supermarket chain is facing declining customer visits due to intense competition from new online retailers. To counter this trend, its marketing director wants to use a combination of traditional paper coupons in weekly flyers and digital coupon codes via loyalty apps. The director is aware that while coupons can attract both new and repeat customers, poorly targeted offers might erode profits or fail to drive enough store traffic. The director asks the team to design a coupon strategy that increases footfall, leverages past purchasing data, and maintains profitability during the next quarter. How should the marketing team apply coupon-based promotion models to optimize both customer acquisition and retention for the supermarket chain, ensuring increased store visits without sacrificing long-term profitability? Support your answer with relevant frameworks and practical steps.
Q2 (A). A global beverage brand, operating in multiple culturally diverse regions, is reviewing its IMC planning process. Recently, local marketing teams have argued for more tailored communication budgets reflecting unique audience preferences and competitive pressures. However, headquarters insists on uniform budget allocations for simplicity and global brand consistency. This has resulted in underperforming campaigns in some markets and complaints from local managers about missed opportunities. Critically evaluate the brand’s centralized versus localized approach to communication budget allocation. How should the company balance global efficiency with local effectiveness, and what strategies would you propose to reconcile conflicting stakeholder perspectives while safeguarding brand equity?
Q2 (B). A fintech startup is launching a new financial planning app and must choose a spokesperson for its advertising campaign. Their options include a Bollywood celebrity with mass appeal, a respected industry analyst, and relatable social media influencers who mirror the target audience’s demographics. Senior leadership is debating which spokesperson will best establish trust, credibility, and relatability, with concerns about misuse of popularity over substance or vice versa. The startup aims to optimize both short-term downloads and long-term brand trust. Evaluate the appropriateness of each spokesperson option, celebrity, industry expert, and social influencer, for the fintech startup’s campaign. Critique the potential impact on credibility, relatability, and consumer trust, and justify your recommendation with reference to source characteristics and alignment with target audience needs.
Sales Management
Q1. Ajay, a top-performing sales executive at an electronics firm, is meeting two prospective buyers interested in the company’s latest smart device. Client A is a highly analytical, process-driven IT professional who requests detailed specifications before making decisions. Client B, an entrepreneur, relies on first impressions, emotional appeal, and perceived lifestyle benefits. Although trained in adaptive selling, Ajay tends to use his own analytical communication style with both clients. Using adaptive selling principles, explain how Ajay should modify his sales approach for each client to enhance engagement and conversion. Illustrate your answer using relevant communication theories and personality-based adaptation models.
Q2 (A). A fast-growing e-commerce fashion brand faces high product return rates and declining customer loyalty despite strong initial sales. Management plans to use CRM-based post-purchase engagement through email, SMS, app notifications, and social media. As CRM manager, suggest how such multi-channel engagement can reduce returns and improve loyalty while avoiding customer irritation or privacy concerns.
Q2 (B). A national retailer experiences poor coordination, overlapping responsibilities, and inconsistent performance among sales teams during product launches. Management has relied on tighter deadlines and strict monitoring, resulting in burnout and low morale. Assess the effectiveness of these efficiency policies and suggest how team policies can be adjusted to improve coordination and performance without harming employee well-being.
