NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Management
Internal Assignment Applicable for December 2016 Examination
Assignment Marks: 30
Instructions:

All Questions carry equal marks.

All Questions are compulsory

All answers to be explained in not more than 1000 words for question 1 and 2 and for question
3 in not more than 500 words for each subsection. Use relevant examples, illustrations as far as
possible.

All answers to be written individually. Discussion and group work is not advisable.

Students are free to refer to any books/reference material/website/internet for attempting

their assignments, but are not allowed to copy the matter as it is from the source of reference.

Students should write the assignment in their own words. Copying of assignments from other
students is not allowed.

Case Study:

There are many retail coffee players in the metro market like Starbucks, Caf coffee Day,
Costa caf etc. The competition is intense among these players. A young entrepreneur Mr.
Modi plans to start a new chain of outlets for Tea named as Chai pe Charcha and he hires
you as a marketing manager for the same. Mr. Modi wants to sell the cup of tea in the range
of Rupees 50/- to 350/-.The company plans to open outlet in Mumbai, Delhi and Bangalore.
The company wants to open 5 outlets in each city. Mr. Modi wants you to suggest on the
following marketing plan:

NMIMS Global Access

School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for December 2016 Examination

1. What will be the strategy for segmentation, targeting and positioning for the retail
outlet Chai pe Charcha?

(10 Marks)

2. Explain the promotion mix that you will use for Chai pe Charcha.

(10 Marks)

3. a) From the above given case, select any one city and list down the exact
location for five outlets and the reason for selecting the location.

(5 Marks)

3. b) What are the various types of service that you will provide to your customer
so that the customer loyalty is maintained?

********************

(5 Marks)