ESSENTIALS OF MARKETING MANAGEMENT

Instructions and guidelines for 3rd Internal Evaluation Assignment

1.3 cases are forwarded to you.

2. Select any one of the given cases and answer the questions given below for
each of the cases

3. You may submit your assignment either in groups of two, three or four team
members or even individually.

4. If you are going to choose to work in groups please indicate specific

contribution of each team member.

5. Submission may be in handwritten or computer print outs.

6. Submission dates are on Monday September16 and/or Wednesday

September 18th during my classroom session.

QUESTIONS FOR EACH OF THE CASES:

CASE 1- INDIGO AIRLINES:

Q.1 The Indian Air Travel market seemed to have been in the maturity stage of its
Life cycle, when Indigo entered the airline service business. Indigo’s actions
however seemed to have shifted the air travel business into a dynamic growth
stage. How would you explain this phenomenon?

CASE 2- DABUR

Q 1.What changes in the environmental factors enabled Dabur to successfully

innovate in the Ayurveda product range.

Q.2 What growth opportunities would you suggest for Dabur?

CASE 3-KELLOG’S INDIAN EXPERIENCE

Answer Questions 2 and 3 given at the end of the case