NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Management
Internal Assignment Applicable for December 2020 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

Case:

“Yuva” is a fitness band catering to Indian youth in lower price segment. There is a
vast market who are health conscious and wants the latest tech in wearable device
category. There are currently two fitness band that is being sold by the company.
 NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for December 2020 Examination

Given below are their prices.

Yuva Basic Rupees 899/-
Yuva Pro Rupees 1199/-

The product quality is good given the price range. It has all fitness feature supported by
a colourful design. It has a bigger display as compared to their competitors. The
company has purposely kept the display bigger for the youth audience as they want the
feel of a smart watch at the price of fitness band.
The company has a plan to sell only through online platform. The product is available
on major ecommerce platform as well as on the company’s own website. It has just
been 15 days that the product is launched but it doesn’t have any demand from
consumers. There is no problem with the product but there are no promotions done by
the company. You have been hired as a Marketing head of the brand Yuva.

1. Suggest various types of segmentation for the brand Yuva. (10 Marks)

2. How will you promote the brand Yuva online? Suggest minimum five online platforms
through which you will promote the brand and increase the sale. (10 Marks)

3.a. Explain any five factors that will influence the consumer behavior for the purchase of
Yuva Fitness Band. (5 Marks)

3.b. Explain various stages that a customer will go through in purchasing decision of Yuva
fitness band. (5 Marks)

**********