J-1900

June 2021
Master of Business Administration (MBA) Examination
(Full Time) (New) Fourth Semester
FT-404-C: SERVICE AND RETAIL MARKETING

[Max. Marks 80
Special Note : Word limit for answer of each question is 250 to 300 words.

Note : Attempt any four questions from Section A. Each question carries 15 marks. Section B
is compulsory and carries 20 marks.
Section A
1. Discuss the differentiating features between Service Marketing and Goods Marketing. Why
marketing of services is adversely affected during Covid-19 Pandemic ?
2. Briefly explain People, Process and Physical evidences of Service Marketing Mix and their role in
service creation and delivery. Give suitable examples.
3. What is quality in Services? Briefly explain Service Quality Model with examples.
4. Discuss various types and formats of Retail Outlets. What major changes do you observe m
retailing during Covid-19 Pandemic ? Explain with examples.
5. Write short notes on any two of the following:
(a) Retail Marketing Environment.
(b) Retail Marketing Strategies.
(c) Pricing Strategies in Service Marketing.
Section B
6. Analyze the case and answer the questions given below :
Case Study • Vision Eyewear
Vision Eyewear offers wide range of stylish and contemporary eyewear through exclusive
optical stores across the city of Mumbai. Started as a small store selling pens and sunglasses by
Mohan Kumar, father of Ravi Kumar, in 1885, Vision Eyewear has grown into a chain of six
stores dealing with the entire range of eyewear products and services. It offers international
quality standards products and practices coupled with various aspects such as transparency in
pricing, style and contemporary design in the eyewear segment and new practices in the highly
fragmented and undifferentiated Indian optical retail segment.

As a full range producer-marketer. Vision Eyewear offers its customer a very large range of
products to suit various consumer preferences. Its products are recognized for innovation in
design, quality and reliability. The product range includes Frames. Lenses, Contact Lenses,
Sunglasses, and Computerized vision testing services. Their stores offer a world-class optical
. t r :XP {I: .2.. ith a. rangeko£ OYel' natioffll:t ttl'Jtl inteffiatic1riat brands. The brands come in a
rarige·;r e2ono i l as well as luxury category of lifestyle products. Some of the brands in the
Lenses include Essilor, Kodak, Bausch and Lomb, Johnson & Johnson and Cibavision. Brands
in Frames and Sunglasses include Giorgio Armani, Emporio Armani, Gucci, Dior, Hugo Boss,
D & G, Prada, Rayban,, Esprit, Tommy Hilfiger, Calvin Klien, Cartier, Mont Blanc, etc.
P. T. 0.
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Vision eyewear stores are committed to provide satisfaction in various services related to eye
care, whether it is eye test or getting best designer sunglasses or stock of wide range of contact
lens. Their mission is to be the best value optometrists, satisfying personal eye care needs at
affordable prices, simply, clearly and consistently. New styles and designers are introduced
regularly to keep up vvith changes in fashion and technology.

·rhe market is becoming very competitive with national eyewear stores such as Titan Eyeplus,
Vision Express, gkb optical and others. The city has also seen gro\\!th of a large number of small
and large local retailers. In addition, eyewears are also available on online retailers and exclusive
online retailers such as lenskart.com, gkbopticaLcom and others. These developments have lead
to market fragmentation and reduction in sales grm,vth and profit margins. Over the past years,
Vision Eyewear had high customer satisfaction abut in the changed market scenario it is
becoming difficult to retain the customers.

Ravi Kumar, owner of Vision Eyewear chai1Lof stores, is thinking of designing innovative
marketing strategies to increase store traffic, custo1ner loyalty and profit margins. There are no
plans of opening new stores in near future. The marketing strategies will be implemented only in
the existing stores. An advertising agency is hired to launch an online marketing campaign.

Questions:
1. Analyze the changing scenario ofEyewcar retailing.
2. Suggest suitable marketing strategies for Vision Eyewear to remain competitive and increase
customer loyalty.

100 -/2/-/-