NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Management
Internal Assignment Applicable for December 2019 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.

 Students should follow the following parameter for answering the assignment questions.

For Theoretical Answer For Numerical Answer

Assessment Parameter Weightage Assessment Parameter Weightage
Introduction 20% Understanding and usage 20%
Concepts and Application 60% of the formula
related to the question Procedure / Steps 50%
Conclusion 20% Correct Answer & 30%
Interpretation

“Balwaan Gyms and Akhadas” is a new enterprise started by two young fitness freak
entrepreneurs Mr. Balraj and Mr. Balbuddhi. Balwaan Gyms and Akhadas is a chain of gyms
with a vision to make everyone healthy. The company has already opened 15 Gyms and
Akhadas across five cities namely Mumbai, Bangalore, Pune, Delhi and Kolkata.
 NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for December 2019 Examination

The gym has all modern facilities and amenities like 24*7 security, convenient parking, flexi
hours, group Classes on fitness, Personal Training, Private restrooms for males and females.
The most unique thing about Balwaan is that it also has all Indian style akhadas where
traditional body building is taught. Balwaan’s every store has a healthy café where they serve
traditional healthy food and drinks at extra cost.
The membership fees for the same is 24,000 per annum without a personal trainer.
The company has been relying only on word of mouth for yearly memberships. The company
has not undertaken any marketing promotion campaigns for the same. The company is falling
short of its expectation when it comes to membership and revenues.
Assume the company has hired you as a Marketing consultant and they want you to advise
them on the following issues:

1. List and discuss the major bases for segmentation of consumer markets. Explain the four
variables in detail for Balwaan. (10 Marks)

2. How will you promote the Brand Balwaan Gyms and Akhadas online? Explain five
platforms that you will use to promote the same. (10 Marks)

3.a. Explain various levels of product with reference to Balwaan Gyms and Akhadas.
(5 Marks)

3.b. Which celebrity will you select as a brand ambassador for the Balwaan Gyms and
Akhadas? Explain the choice of your celebrity with five reasons. (5 Marks)

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