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Marketing Management ADL-02-Ver1

Assignment - A
Question 1. Define Marketing, distinguish between Selling and Marketing. What are the
four Components of Marketing Mix, briefly explain?

Answer: Marketing must be understood not in the sold sense of making a sale - "selling" -
but in the new sense of satisfying customer needs.

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Question 2. How would you price a new product (say a Mix) what options you would
employ to generate quick revenue?

Question 3. Define Consumer Behavior and describe its relation in purchase decision

Question 4. Marketing is a process; explain with suitable examples and a flow chart the
concept of Marketing process?

Question 5. Write Short Notes:

Question 1. Marketing Concept

Question 2. Consumer Buying Motives
Question 3. Marker up price

Assignment - B
Question 1. It is often said that middlemen are unnecessary, they cause price inflation,
do you agree to this statement, explain with suitable examples?

Question 2. Define Promotion; explain with suitable examples the 4 types of promotions
adopted by consumer product industry?

Question 3. The right marketing mix can be adopted only after segmentation. Elucidate
with examples the basis of segmentation as applied in Television Marketing?

Question 4. What do you understand by Branding? Is quality important than branding?

Question 5. How will you go about describing a Marketing Plan for a consumer
product, explain with the help of Marketing Plan Process?

Case Study
Transelektra Domestic Products PVT. Ltd., the company manufacturing Good Knight The
mosquito mat is a relative newcomer to the business world, albeit a highly successful one. In
1984, the mosquito repellent market comprised of sprays, creams, coils and mats. Incidentally
Good Knight was not the first mat brand to be introduced. Other brands already present were
Vape, Deemos and Lion. The bulk of the market comprised of coils and brands like Tortoise
and Rooster, with tortoise being the brand 1eader. In creams the most popular was Odomos
and in spray's brands such as Finit and Baygons had a major hold.

A typical electrical mosquito repellent is a set of 2 units. The EMD is also known as electrical
mosquito destroyer and is a one time investment. It also consists of a mal box consisting of
30 mats which needs to be replaced every month. 1n 1984, the market was dominated by
coils with seventy per cent share. By 1988, this had changed. In 1984, R. Mohan, a qualified
electrical engineer and a minor distributor for Vape EMD felt the urge to branch out on his
own and market a competitive brand. A brand which would ensure consistent high quality
and incorporate proven Japanest technology. The advertising agency, Creative Unit, was
invited to associate itself with the launch from the concept stage and advise the client on
advertising and other aspects of marketing. The brand development exercise began by an
analysis of fixed factors, the primary one being technology. 1t was mage very clear that the
product to the introduced would be an EMD as it was understood in the market. This would
consist of an electrical plate and chemically impregnated paper mat. The technology was to
be imported from Sumjtomo of Japan The manufacturing cost for the EMD would be about
Rs. 50 and for the mat box having 30 mats about Rs. 14. The client gave an open brier
regarding other factors like the brand name, package design, advertising platform, its
treatment and presentation. At this point the agency had very little time to go by way of
historical data or past experience as EMDs were still in the nascent stage. To design and
shape of brand what was required was sound and good quality information. Two focus group
discussions were conducted in Mumbai. One amongst non users and the other among
repellent users. The purpose of this study was to identify the peripheral motives, product
knowledge, satisfaction/dissatisfaction with current brand in use and psychological triggers
relevant to the product category.

Highlights of the findings were:-

1. Primary Motive
Verbalised -To drive away mosquitoes
Latent -To enjoy a peaceful sleep
2. Mosquito repellent usage was compulsive and habitual, especially in households with
3. The groups were equally divided on the efficacy of coils and creams against mosquitoes.
4. Fears were expressed with regard to side effects of smoke associated with coils and
continuous usage of creams on skin. Mothers were particularly concerned about little
5. Odomos was considered safer than coils for babies.
6. Poor or no knowledge of electrical repellents


On the face of it, the focus groups results would seem quite discouraging. Acceptance of coils
and creams were widespread and no major dissatisfaction with their mosquito repelling
power was voiced. The pricing too was very affordable between Rs. 5/- to Rs.I0/- per pack.
Distribution was very good, as was retailed even by the paanwalls.
On the other hand, the few brands of available electrical repellents suffered from polar brand
awareness arising from meager advertising support. There was almost no product knowledge,
inconsistent product quality and above ail disadvantageous pricing.

The key to success would be for advertising to create a high value perception for the price
differential between coils/ creams and the client's EMD brand. The agency and client took the
following decisions.

1. Graduate dissatisfied coil / cream users.
2. Make EMD from the premium product segment.
3. Market share of at least 5 percent in the first year.
1. Encourage trial by highlighting EMDs as the more modem repellent form.
2. Product concept selling a must.
3. Demonstrate ease-or-use.
Brand name short listed: The agency developed a number of brand names out of which two
1. Sukhami
2. Good Knight

Sukhami Was developed as an Indo Japanese hybrid to connote a Japanese technology

promising ‘sukh’ or a ‘happy’ and peaceful sleep.

Good Knight literally means the Good Protector But more importantly the brand name
verbalises the consumer benefit in its entirety Between the two, Good Knight offered better
advertising possibilities and also unmistakably positioned the brand as one for the night.
Besides, as a word, it was part of common parlance in most Indian languages and a very well
understood from a salutation. It was, therefore, decided to proceed with this name.


Mother and fathers of households with young school going children were the primary target
group. Parents did not want their children to be seen with mosquito bites and they were also
afraid of catching mosquito borne diseases.


The launch was to be limited initially to Mumbai and Kerala only. The choice of these areas
was made because of pre-set channels already familiar to the client. The total budget
earmarked was RS.2 lakh for the first four months, up to March 1985. Further, allocations
and marked spread out would depend on the outcome of this venture.

In the selection of media, the agency decided to restrict only to daily newspapers to help in
‘selling in’ to the trade and also simultaneously reach out to the primary target group. As the
budget was limited, an intensive approach was felt more appropriate. The first launch ad
appeared in the Times of India, Bombay edition, on 2 January 1985. Sunday Mid-Day),
Malayalam Manorarna and Mathrubhumi followed thereafter. The result was electric. By end
of February, Rs.12 lakh worth of-EMDs and mats were picked up by the trade. With money
now flowing in, the client felt emboldened to get in for television advertising over the
Mumbai local channel to give an impetus to the retail movement. The net result was that the
client spent Rs.2.50 lakh to get a sale of about Rs. 20 lakh.

Since then, the media mix had heavy leanings towards television. Good Knight has been one
of the few brands which has latched its growth to that growth of television. Consequently, the
sale and availability of the brand closely matches the concentration of TV sets.


The brand, from the time of launch, has been highly successful in terms of the sail and market
share. A high level of trail had been achieved in a very short period are the brand had largely
been received by the consumers in the way intended. Beside this, it also had a 75 percent
market share of all electrical repellents. A policy creating consumer pull rather than dealer
push has helped in the long run. Advertising has been simple and concentrated on the single
largest consumer benefit.

The brand name has effectively)’ used to convey the advertising proposition.

Question 1. Critically evaluate the communication strategy of Good Knight with

reference the facts given in the case.

Question 2. At the time of this case preparation, Good Knight was probably the only
production in the EMD with mat category. As new international competitions
with known brand names enter the market, what changes, if any, would you
suggest in the marketing communication strategy of Good Knight?

Assignment - C
1. Marketing refers to:
a) Developing a product and making people buy them
b) Persuading consumers to buy the products
c) Producing products and displaying them
d) Understanding the needs of consumers and delivering them

2. A survival pricing objectives aims to:

a) Covers fixed costs and some variable cost
b) Selling at break even cost
c) Obtain minimum profit.
d) Covers variable costs and some fixed cost.

3. The first stage in product development is:

a) Business analysis.
b) Commercialization.
c) Screening.
d) Idea generation.

4. Warehousing and physical distribution functions are:

a) Unrelated activities and separately managed.
b) Best handled by manufacturers only.
c) Synergistically related activities which must be closely coordinated.
d) Relatively unimportant activities in the present day market.

5. Marketing Concept is best illustrated by which of the following marketing system goals:
a) Maximizing customer satisfaction
b) Maximize choice
c) Maximize consumption
d) Maximize life quality

6. In Consumer decision making specifier is one who:

a) Is one who is user of product?
b) Is one who sells the product?
c) Is one who has been asked to advice on the product?
d) Is one who signs the cheque for the purchase of the product?

7. Under globalization of Trade strategies, the marketer will have to adopt:

a) Product differentiation
b) Localisation
c) Standardisation
d) Reduction of cost

8. Product Life cycle means that:

a) Products live around the 4 stages of cycle
b) Product keeps moving from one to next stage in turns
c) Products

9. In DELPHI method of Marketing Research, the opinion of:

a) The opinion consumers in DELHI are sought
b) The Opinion of experts is sought
c) The Opinion of DEALERS is sought
d) The opinion of Dealers and Employees are sought

10. Premium Pricing refers to:

a) Setting a price above the cost price
b) Setting a price above competitive price
c) Setting a price where only the rich can buy
d) Setting a range of prices at different markets

Say Yes or No

11. TQM refers to Total Quantity Management.

12. Marketing means pushing the products in the markets.

13. Penetration pricing means selling at high price initially.

14. Wholesalers sell products to all types of consumers.

15. Direct Marketing means selling to ultimate consumer.

16. Objective of Distribution of products is to restrict availability of products.

17. Price is no consideration if the seller delivers high quality products.

18. CRM helps to retain customers.

19. Marketing Mix means People, Policy, Partnership and Politics.

20. Missionary Sales People do not ask for salary.

Write short answers in just five sentences

21. List out 5 stages in consumer decision making process.

22. Write a simple definition for marketing and selling.

23. List out 5 benefits of advertising a product.

24. Give 5 examples (each) of consumer, consumer durables and industrial products.

25. List out 5 functions performed by whole sellers in consumer product industry.

26. List out 5 functions of packaging for cosmetic products.

27. Give 5 examples of Family brands in consumer products.

28. List out the 5 stages in new product development.

29. Give 5 reasons why new products fail.

30. What are the four stages in Product Life cycle?

Differentiate between the following (Just in 5 sentences)

31. Product diversification and Product differentiation.

32. Marketing and Selling.

33. Penetration Price and Skimming Price.

34. Individual Consumer and Industrial Consumer.

35. Vertical Marketing and Horizontal Marketing

36. Packaging and Packing.

37. Individual Brand and Family Brand.

38. Personal Selling and Missionary Selling.

39. Whole seller and Distributor.

40. Full Cost Pricing and Marginal Cost Pricing.