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question paper unsolved -special study in marketing

question paper unsolved -special study in marketing



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Published by: [A] [K] [I] on Dec 11, 2009
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Special Study in MarketingApril – 2002
60 Marks
 Note:(1) Section I is compulsory.(2) Attempt any three questions from Section II (3) Answer-books to both sections must be tied together..
Section — I
Answer the following question briefly. (not more than 5/6 lines):
What are the five Ms of advertising?
Explain any one method of determining an advertising budget.
What is an advertisement brief?
Explain USP with an example.
What is the role of PR in developing a corporate image?
(2) Case Study: ESCAPE STORE
The boardroom was filled with the voice of Marketing manager, Ashutosh Kant.He was addressing the meeting of senior manager of Escape, “The last three monthswere spent by our market research team in finding out the reasons and patterns of salesat stores. Let me emphasize that retail sale is showing growth all over the country and inthe process, competition is intensifying. We can no longer afford to sit and relax, insteadwe need to put ourselves fully to retain our market leadership”. Three facts revealed bythe survey were particularly disturbing.1)People found Escape service staff bordering an aggressiveness and not reallyhelpful as they were never left to browse.2)Children got bored and hence parents often left the store within minutes aftefinishing essential shopping. They never browsed or spent leisure time atEscape stores which could otherwise help promote sales.3)With many choices available in the market consumers stopped treating Escapestores as unique and exclusive anymore.Mr. Rehman, an entrepreneur, had set up a garment shop in one of Delhi’s busymarket areas about 10 years ago. He realized that to attract customers, he must dosomething new. With this in mind, he chalked out a massive plan to open a chain of stores called Escape. some major features of his store were:1)Complete dress range for kids, parents and teenagers.2)Full accessories for women and men in footwear, purses, jewellery andcosmetics.3)A play centre where kids could spend time when the parents shopped.
Sem VIPage 1 of 3Special Study in Marketing 
Special Study in MarketingApril – 2002
60 Marks
The Stores were opened at two locations in Delhi on an area of 7000 sq. feeteach. Within six months, the shops became popular and the business grew rapidly andin three years the turnover crossed Rs. 6 crores. The promotion plans includedadvertising in newspapers and through cable operators. The store also conductedfestivals such as children’s carnival, valentine special, etc., to attract crowds.Stress on store ambience was high as Rehman wanted to create an image of acomplete shopping experience for the entire family. The sales staff was carefullyselected and trained to promote, not push, any product and to encourage customers tobrowse through.The women’s section was given a feminine touch and men’s section hadpolished wood and leather all over. The garments, the accessories and the gifts weredisplayed in large racks and full-length mirrors were placed in multiple places. Salesstaff present on all the three floors often advised the customers but never showedaround everything. The kids section included garments, toys, books and was mannedby more staff. Play centre for the kids was a major attraction. The parents could safelyleave their children in the place, situated on the ground floor itself. The placehad separate sections of toys and books and was supervised by trained staff. Theparents, therefore, could leave the children and shop in a relaxed manner. Thisconcept was appreciated by customers and became one of the major attractions for them.The stores were one of a kind in early 1990s and grew rapidly. New sections onbooks, gifts and handicrafts were launched gradually and at any time the stores hadmore than 200 categories of products. During this time, the competition startedintensifying as three similar ventures were launched in the city. This didn’t bother Rehman much, because he felt he had built an image of Escape being theultimate store. By 1996, multi-storey, one stop stores become the trend in Delhi andmany such stores came up.Rehman had expanded his stores in three other cities as well and the turnover had grown to more than Rs. 40 crores. The total manpower of the company rose to 500and several new management and non-management cadres were introduced inthe company.Last year during Diwali festival season, the store attracted nearly 40,000customers in the entire month. This worried Rehman as it was almost 20 per cent lessthan their estimates. His marketing manager, after long discussions, hired a marketresearch firm to study the buying patterns and preferences of people walking in thestore.
1)Determine the advertising objectives for the Escape stores.2)What message and media strategy would you recommend?
Sem VIPage 2 of 3Special Study in Marketing 
Special Study in MarketingApril – 2002
60 Marks
Section — II
What is a brand image? How is it developed?
Suggest the most suitable specific medium with reasoning for the followingproducts:
Premium Bathing Soap.
A luxury car costing more than Rs. 5 lakhs.
A housing finance scheme for retired persons.
A time share holiday resort.
As a coordinator of the youth festival of your college, draft a direct mail letter, tosponsors inviting sponsorships (identify at least five sponsors).
Explain in details, various methods of evaluating the effectiveness of an advertisingcampaign.
Write short notes (any two):
Media Research.
Positioning strategies.
Organisation structure of an ad agency.
Any three methods of Consumer Promotion.

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