NMIMS Sem 4 December 2024 Marketing Assignments

Business: Ethics, Governance & Risk

Q1. “Business should conduct and govern themselves with integrity, and in a manner that is ethical, transparent and accountable” (Principle 1). Prepare an executive summary (in your own words) based on the disclosures given under Essential Indicators and Leadership Indicators, to showcase how the company is delivering on this principle from the Business Responsibility & Sustainability Report – 2023-24 (BRSR) of a company of your choice. You will find this report under Director’s Report section. Please select any ONE company that is listed as Large Cap. For this selection you must refer to the NSE’s Nifty 50 list by market cap. It is required that you include the name of the company in the brief introduction at the beginning. You must also go through the website of the company as well as its sustainability report, if available in public domain for relevant information on Principle 1. DO NOT copy paste.

Q2. Go through the ‘Management Discussion & Analysis’ section under the Director’s Report in the annual report (FY2023-24) of the company selected in question1 and prepare an executive summary  (in your own words) on the following two topics:

Opportunities and threat

Internal control systems & their adequacy

You must mention the name of the company. DO NOT copy paste.

Q3. As Head of Sales in a medium size consumer durables company selling cooling systems and air conditioners you have just bagged a Rs 75 lac worth of order from an out-of-town company, (their first order with you). The purchase executive of the client company agrees to confirm the order on the condition that you will agree to pay for his and his wife’s travel and stay in your city, while visiting your office for finalizing and signing of the contract.

3a. What do you think are the ethical dilemmas involved in this scenario?

3b. Describe the process you will adopt to resolve the dilemmas in this scenario?

Research Methodology

Q1. Samsung mobile phones have been facing a significant decline in market share over the past one year in India, despite the growing overall demand for Mobile Phones. The company’s sales have decreased by 12%, while competitors have seen a growth of 18% in the same period. This decline is affecting the company’s profitability and brand position in the market. This decline is occurring despite an overall increase in industry demand. The problem impacts the company’s profitability, brand strength, and market position. Which type of research study is above  and  what  can  be  the  research  questions  for  this  study?  Explain  which research design you will follow and why?

Q2. You are working in the HR department of Havells India; who have 15 state-of-the- art manufacturing plants spread across 8 locations in India. You have to study the relationship of Annual Increment (three levels 5%, 8% and 10%) and employee productivity (in units). Explain the design of experiment, independent, dependent and extraneous variable (assume any) for the study. What can be the potential threat to internal and external validity in this experiment?

Q3. In recent years, the financial landscape has witnessed significant transformations driven by advances in technology and the widespread adoption of online banking platforms. The emergence of online banking has revolutionized the way consumers engage with banks. With the increasing adoption of digital banking channels, it is crucial to assess how traditional banking methods are affected in terms of customer behavior,  service  demand,  Trust,  Security,  operational  adjustments  and  the response to the socio-demography of consumers.

a. Develop a comprehensive research plan to compare customer satisfaction and service efficiency between online and offline banking.

b. Develop a Structured questionnaire for this study.

Digital Marketing

DesiBazaar is an e-commerce company based in Bengaluru, Karnataka, specializing in quirky, Indianized products. Founded in 2020 by young entrepreneurs Priya Sharma and Kunal Verma, DesiBazaar aims to bring a modern twist to traditional Indian culture through unique and innovative products. The company quickly gained popularity due to its distinctive offerings and vibrant brand personality.

Products:

Funky Home Decor: Products include colorful cushions with Indian motifs, hand-painted kettles and trays, and wall hangings featuring Bollywood posters and famous Indian landmarks.

Fashion Accessories: Includes jhumkas (traditional earrings) with a contemporary twist, vibrant tote bags with Indian art prints, and quirky scarves and stoles featuring popular Indian idioms and proverbs.

Stationery and Office Supplies: Notebooks and planners with Bollywood dialogues, pens and pencils shaped like traditional Indian instruments, and quirky desk organizers inspired by Indian street vendors.

Kitchenware: Includes spice boxes shaped like autorickshaws, mugs with regional dialects, and aprons printed with famous Indian street food items.

Personal Care: Natural, handcrafted soaps and lotions with Indian herbs, quirky bathrobes with traditional Indian prints, and aromatic candles infused with Indian spices.

DesiBazaar operates through an online platform, catering to customers across India. The company has a warehouse in Bengaluru where products are stored, packed, and shipped. DesiBazaar partners with local artisans and manufacturers to source its products, ensuring high quality and authenticity. DesiBazaar collaborates with small-scale artisans and manufacturers to source unique products. The company uses a robust logistics network to ensure timely delivery, leveraging both traditional courier services and emerging hyperlocal delivery startups. DesiBazaar adopts a competitive pricing strategy to attract a broad customer base while maintaining a balance between affordability and quality. Eco-friendly  packaging  is  used  to  minimize  environmental  impact,  aligning  with  the company’s commitment to sustainability. You can make necessary assumptions while answering the questions.

1. As a consultant to DesiBazaar suggest and explain the 8P’s for the business.

2. Explain the seven stages for setting up a marketing campaign management for DesiBazaar.

3a. How will you promote DesiBazaar online?

3b.  Create  and  explain  the  segmentation  2.0,  targeting  2.0,  and  positioning  2.0  for DesiBazaar.

Marketing Research

Q1.  You are the business head of a FMCG firm, your company has recently launched a new range of beauty products alongside the company has launched a major advertising campaign, Your management is of the opinion that the lack of consumer traction is due to poor advertising by your advertising agency. Would you agree with point of view? How do you establish the facts? Plan a research project.

Q2. “Marketing is the business”. Prove or disprove this hypothesis by applying the 4 P’s of marketing for Indian Space Research Organization as a business.

Q3. Your company is planning to launch a new range of face creams targeted to men. In a country like India this is category has not performed too well in such scenario:

a) Define the TG and markets you shall target give justifications for your selection, why do you think target grouping so important in market research.

b) Which sampling techniques  would  you  use  for  understanding  consumer  needs. Create a 10-question questionnaire to understand consumer needs.

Services Marketing

1. You plan to start a senior citizen living space. How will you design your service offering and what will be the possible challenges that you will face?

2. You want to open a pastry shop. How will you differentiate your services. You are looking at a higher price point. How will you plan it?

3. You start a home-made chocolate business selling to consumers. However, getting new customers and building a loyal customer base has become your biggest challenge.

a) How will you build a service brand for your offering?

b) How will build a loyal customer base offering?