Mid Term Examination

BBA & BCom Batch 2019 –Section A & B

(Marketing Specialization)

Module: Introduction to Consumer Psychology Semester: V Duration: 2 Hrs.

Maximum Marks: 50 Weightage: 20 % Date: 17th September, 2021

Module Leader: Dr Monika Suri

Instructions to Candidates

1. Attempt all the questions

2. The exam is open book

3. It carries only one Section A

4. Each Question Carry Equal Marks

5. Starting and End time of Exam will be strictly followed and blocked later than that no
submissions will be acceptable

6. After writing the answers in Word file ,the same need to be uploaded on VLE as final
submission from the student

7. If founded copied from any source , the evaluation will be done accordingly after Plagrism
check

Section A
Corporate Movie Analysis

Corporate is a 2006 Indian Hindi business drama film. The film was directed

by Madhur Bhandarkar , and stars Bipasha Basu, Kay Kay Menon, Payal
Rohatgi, Minissha Lamba and Raj Babbar. The film is about the power game between
two powerful industrialists.
Corporate centers around the power games between two industrialists, The Sehgal
Group of Industries (SGI) owned by Vinay Sehgal (Rajat Kapoor) and the Marwah
Group of Industries (MGI) owned by Dharmesh Marwah (Raj Babbar). The two
companies are traditional rivals in the food & beverages products business. Bipasha
Basu plays Nishigandha Dasgupta aka Nishi, vice president of SGI, while Vinay
Sehgal's brother-in-law Ritesh (Kay Kay Menon) joins in later as senior vice
president.
Ashwini, a politician backed by Sehgal, become the Union Finance Minister, which
helps the Sehgal Group to enter a lucrative partnership with international food
products giants Friscon.
In a CII meeting, the state Finance Minister Gulabrao declares that a public sector unit
(PSU) is for sale. Both the companies pounce into the competition using every tactic
they have to outperform each other. But last-minute politicking by Marwah with
Gulabrao leads to the PSU going to the Marwah Group, leaving Sehgal disappointed.
However, Nishi charms Marwah Group's CEO Pervez, and is then able to steal critical
information from his laptop computer: she finds out that Marwah had been misleading
the media that they were planning to manufacture mineral water in the plant, whereas
in reality they were planning to manufacture a mint-based soft drink. The Sehgal
Group publicly announces that they will be launching their own mint-based soft drink,
which they've named "Just Chill", pre-empting the Marwah Group's planned launch.
Marwah traces the leak to Pervez and fires him.

Ten days before the launch of the drink, Sehgal learns that the FDA has found the
presence of a large amount of pesticides in the drink. But Sehgal, cold-heartedly,
decides to launch the product by bribing the FDA agents. However, CEO Naveen
resigns from the SGI. The drink is a great success. However, another of SGI's
executive is unhappy that Ritesh is being made the CEO, and he gives Marwah the
information that SGI's product contains pesticides. Marwah along with Gulabrao blow
up the issue in the media, leading to a raid on the SGI plants and a case on the
Sehgals. Sehgal decides that the only solution is for an employee of SGI who is not a
member of the Sehgal family to take the blame for the blunder. Nishi is chosen for
that role.
Ritesh is called on by his sister Chayya Sehgal, where she asks him to convince Nishi
to sacrifice for the company. Initially disagreeing, Ritesh agrees to convince Nishi on
the insistence of Sehgal as he promises that Nishi would be released by the Enquiry
Commission soon. A foreign investor holding major stake in Friscon, urges Ashwini
to settle the dispute between the two as this would lead to capital flight and foreign
investors will pull back their investments, causing serious havoc in the business
market. Ashwini discusses the issue with Gulabrao and both the ministers mediates
between Marwah and Sehgal to settle down the issue. Marwah agrees to withdraw all
the allegations suited through NGO's and drawing their limitations in Friscon
company. However, Gulabrao refuses to release Nishi as it would dent his chances of
chief minister-ship as elections roars near.
Meanwhile, Ritesh comes to know that Nishi is pregnant with his baby. Ritesh, angry
about it, threatens to expose Sehgal in front of the media if Nishi is not released
within 48 hours. The next day he is found dead, having fallen from the terrace of his
apartment building. It is assumed to be suicide but some think otherwise. The movie
ends the narrator of the story concluding that Marwah and Sehgal are living happily in
their world, whereas there is no place of emotions in corporate world as Nishi is the
victim of the corporate tactics. The movie shows Nishi still fighting the case after two
years of the incident with her child.

Comment on the following:

Q1 Design the VBM (Value Based Matrix) Model for a company selling Just Chill
-Soft Drink based on the facts shown in this movie. 25 Marks
Q2. Which approaches have been followed by Seghal and Marwah companies out
of the following .Justify the answer with proper validations shown in various
scenarios in this movie?
a) Marketing 1.0
b) Marketing 2.0
c) Marketing 3.0
d) Marketing 4.0
25 Marks