1st Answer

Introduction: A consumer decision-making process involves 5 different stages. The

consumer behavior is often influenced by psychological and economic factors and social
and cultural values. Every consumer has different needs in their daily lives and the
buyingdecisions can often be complex and depends upon the perception held by a
consumertowards a particular product.

Need Recognition: Need recognition is the first stage and takes place when a
consumer exactly determines their needs. This recognition happens when there is a gap
between the consumers’ actual situation and the desired one. The buying process
begins with need recognition. This recognition happens when there is a gap between
the consumers’ actual situation and the desired one. An advertisement and a discussion
with a friend helped me learn that I need a personal car. With a car, I don’t have to wake
up early in the morning to wait for the public transport. Also, the benefit of reaching to
my work by car in 20 minutes every morning (ideal situation) rather than lose two hours
using public transport (actual situation) is something that means a lot to me. So, the
obvious need arises for the purchase of a car with good fuel efficiency, good after-sales
service, safety, reliability comfort and more internal space.

Information Search:. Information search can be undertaken from various sources

such as friends and family, advertisements, magazines and media, respective company
sites, carwale.com, Zig wheels, test drives. Also, online reviews from both experts and
owners on sites like on Edmunds.com, Cardekho.com, and Carwale.com. While
experts can give me a professional outlook on the vehicle and its features, a review
from an owner may give me a more realistic outlook on how the car runs on a day-to-
day basis. An entire body of review will provide a reliable product assessment – from
the people who have actually purchased and experienced the product. Information
search can be done from various sources such as friends and family, magazines and
media, respective company sites. Also, online reviews from both experts and owners
on sites like on Edmunds.com, Cardekho.com, and Carwale.com. While experts can
give me a professional outlook on the vehicle andits features, a review from an owner
may give me a more realistic outlook on how the car runs on a day-to-day basis.

Evaluation of Alternatives: This stage involves evaluating different alternatives

available in the market. A customer always wants to seek out the best option available.
They compare various alternatives on different parameters like quality, price, features
and warranty. They may compare prices or read reviews and select a product which
satisfies their parameters the most. Once the information search is complete, I will
evaluate a number of options to determine the best purchase of a car. Based on
parameters like reliability, safety, performance and price, I will evaluate cars like Ford
Figo, Chevrolet Beat, and Renault Kwid. Also comfort, features like touchscreen
infotainment system with good quality speakers and tweeters, steering-mounted audio
controls, electrically adjustable wing mirrors and reverse camera. The cars can be rated
from one to ten on all the above attributes.

Purchase Decision: I will opt for the product that has the highest rating for each
attribute. However, before I make any decision, two more factors will play a crucial
role.If my peers have a negative feeling regarding some features of the product I’ve
opted, Imay not buy it. Secondly, unexpected situational factors being reported and
negative public reviews will keep me hesitant to buy that product. Once I have
evaluated the different options available, I will opt for the car that has the highest rating
for each attribute. However, before I make any decision, two more factors will play a
crucial role. If my peers have a negative feeling regarding some features of the car I’ve
opted, I may not buy it. Secondly, unexpected situational factors like too many
breakdowns or engine burst outs being reported will keep me hesitant to buy that car.

4. Post Purchase Behavior: The purchase of the product is followed by post-purchase

evaluation refers to analyzingas to whether the product was useful for the consumer or
not. If the product has fulfilledthe expectations of the customer, they influence other
potential consumers through positive word-of-mouth. The same is true for negative
experiences; however, it can make the potential customers hesitant to buy the
product. The last stage within the decision making process, is the post-purchase
behavior. If I am satisfied with all the attributes that influence my buying decision, I will
write a good review and rate the car as excellent, thus making it easy for others to opt
for a similar product. In case of dissatisfaction, I will demand for replacement or
regular after-sales service promised by the company. A monthly maintenance at an
authorized workshop would keep me satisfied with the after-sales service.

Conclusion: It is marketer’s job to ensure their customer continues to have a positive

experience with their product. Post-purchase engagement includes follow-up emails,
discount coupons, and newsletters to entice the customer to make more purchases. In
order to gain life-long customers, and in an era where everyone has access to Internet
and can leave positive/negative online reviews, it’s more important than ever tokeep
customers happy.
2nd Answer

Introduction: Brand guideline manuals are made to protect and promote the
brand’s identity. Brand manuals are documents that describe what your brand
conveys. It includes the font, style of your logo, grammar, tone, message; it must clearly
define the rules about what other channels need to take care and point of view. It also
explains how a brand should be presented in public and how people should
perceive while coming into contact with it. It contains all the practical instructions to
ensure that the brand always remains recognizable through all the communication
channels used.

3. Brand Positioning by taste and packaging: Our low calorie ice creams will be
positioned as a premium product, tasty as well as farm-fresh healthy ingredients, as it
comes without any adulteration; it is low on calories, and also with all respect to high
standards of hygiene and quality control, our product is chilled to 4 degree Celsius, and
delivered fresh, to the doors of consumers through a completely mechanized process
from start to finish. This ensures that the customers reap all the benefits of ice creams.
We use fully automated milking process to make these ice creams untouched by human
hands and deliver the milk in tamperproof packaging technology.

Brand Differentiation: Our brand would be different as there are no intermediaries

involved in the supply chain and hence Habbit Super Shake will not be made available
over the shelves. This is to ensure that there is zero scope for adulteration of any kind in
the milkshake packages which reach the doorstep of consumers. We believe that happy
employees and a happy ambience give good product. Everything in and around our
store will be built and maintained as per the convenience of the customers and
employees.

Differentiation (the characteristics that differentiate our product from its competitors)

• Quality flavor
• Low fat and sugar content
• Low-cost branded solution
• Usage convenience

Also, Habbit Super Shake doesn’t use a standardized (artificial process of adding or
extracting fat and SNF) milk. We would make sure to maintain the necessary 3.5% fat
and 8.5% SNF content in our ice creams through the perfect and natural ingredients.
Also, there would be no additives or preservatives in this milkshake.

Brand Communication: Habbit Super Shake can use the social media channels can
be used for effective brand communication. The publicity about Habbit wise is mostly
positive and revolves around their brand image of consuming farm-fresh and healthy ice
creams, low on calories produced and delivered using the best quality and hygiene
standards. A piece of advertising can feature image of outdoors and fresh food, while a
voiceover talks about how the source of milkshake is important as milkshake is the
oldest and most preferred dessert for the Indian people. The main point of this
advertisement is to communicate to the consumers that Habbit Super Shake is a trusted
source of and that their product is healthy and eco-friendly as it doesn’t involve any
ingredients that harm the consumers. The video would uses images of nature and
outdoors which usually represent the all-natural feel of the brand.

Conclusion - Brand Experience: We would ensure that the entire experience of

ordering our low calorie milkshake is hassle-free. This will be done through an online
subscription based-model where consumers can subscribe for a monthly membership to
receive fresh ice creams every day at their doorsteps. It will help the customers to save
time as most families who are regular consumers of ice cream. There are no hassles of
daily purchase as the subscribed members can take fresh ice creams at home on a
regular basis.

The segmentation strategy can group the customers into two different categories:

The market segmentation strategy would be

Demographic segmentation: They should target old people (60+) and those who are
suffering from diabetes.

Income Segmentation: Our principal target segment would consist of rich and upper
middle class individuals who would mainly be young urban professionals with small
families having higher disposable income. These individuals would want to spend time
as well as money on their families and a lot of their purchases would be focused on their
kids’ needs and upbringing. This consumer target segment is likely to be brand
conscious and hence would prefer having premium and healthy ice cream, such as the
one rich in flavors and process and healthy at the same time, which would reflect a
manifestation of its social class. An emotional appeal and attachment can be created
with the Habbit Super Shake brand and most people who belong to this customer
segment are usually social, they tend to spread brand goodwill by word of mouth. They
are also likely to pass on the attachment to the Habbit Super Shake brand to their
children.

Psychological Segmentation: Our secondary target consumer segment will consist of

teenagers and students who go to college or have started working. These would consist
of people usually in the age group 18-25 and have a lifestyle where they have enough
time to engage in leisure activities such as entertainment and food as well as
socializing. Consumers in this segment are often brand conscious and enjoy the latest
fads and trends. They... ... love and prefer ingredients of high quality and health, rich
and creamy texture of the milkshake and the exquisite flavor setting it apart from other
brands of ice cream.

Conclusion: So, it can be concluded that the Habbit Super Shake should be positioned
as premium and healthy and differentiate its offering as ice creams with low sugar and
fat content. They can target three groups of customers: seniors above the age 60, rich
and upper class and teenagers.
3rd Answer

3a.

Introduction: Yes. The decision is justified because SUVs are in trend. This is due to
the various amazing features of SUV that give them an amazing off-road capability
which makes it more useful for the people in today’s world with the growing increase in
the lifestyle, travel and trekking. The following features of SUV justify the decision of
Bharat Motors:

A sport utility vehicle or SUV is a car classification combining the elements of road-
going passenger cars with features from off-road vehicles, such as increased ground
clearance and four-wheel drive.

The expansive boot and roomy interior making the SUV model extremely ideal for
families. A family of five can now enjoy more than enough leg space, as well as ample
space to carry extra luggage. An SUV has the ability to carry weight than the typical
hatchback or estate, particularly if a person is adventurous/ active and needs to
transport certain equipment of lifestyle. The generous height boasted by the SUV
models proves an advantage for taller/larger adults too, which provides a higher level of
comfort for all drivers and passengers.

Crossover vehicles are now available providing all the practical benefits of an SUV
without excessive and costly consumption of fuel.

SUVs have been built as per their size. The foundations of an SUV can be built on
frames which are much sturdier and stronger, which enables a more durable and
powerful capability.

People nowadays enjoy regular trips into the country or abroad, an SUV is the perfect
companion. The strong, sturdy build makes sure they'll be covered whatever the
weather and the 4x4 feature can power them through all kinds of terrains. Whether it is
uphill into the mountains or through mounds of fords, an SUV has all covered.

The SUV has become an increasingly renowned choice over trucks or cars in order to
tow the caravans, boats or trailers. The extremely capable, strong SUV has multiple
uses, which offers too much of spacious seating for the entire family.

Much of the SUVs provide larger and much more powerful engines, which makes it
easier to tow weighty assets as compared to cars which are struggling. SUVS are
family-friendly and yet incredibly capable.
3b.

The following promotional tools can be used to position the new image of its car.

The company can finally decide to position the new image of its car as a ―Luxury of a
car. Thrill of a SUV —a ―Car Plus‖ positioning.

Since the communication strategy also had to be in line with the brand positioning, the
advertisements visuals can speak about the off-road usage and depicted the car being
drove in urban settings. The advertisement can show a woman driving the vehicle, to
provide the image that on dimensions of functional and comfort the vehicle was easy to
use and suitable for each and every one. The print advertisements can highlight the
functional benefits and repeatedly used the word ―SUV‖ to reinforce the hybrid
positioning.

The following promotional tools can be used:

In automotive industry, majority of offline purchases have been consistently preceded

through the online research, which involves looking at reviews. By emphasizing
on online automotive marketing, the brand can get found and chosen by shoppers in its
area. Only 8% of the car buyers depend strictly on salesperson at your dealership in
order to make decisions.

For many car purchasers, seeing believes, so they require the understanding the total
look and feel of a vehicle before envisioning themselves in a new car. Whether they’re
adding video to their website, sharing it on social media, or uploading it on YouTube,
online video can provide your potential customers an experience persuading them to
purchase before they leave the house.

Online videos producing the most results for car dealerships usually portray a vehicle’s
build and major features. These may involve the videos of test drives, accessory
demos, and even videos of 360 virtual realities that fully immerse viewers inside the
setting of the car.

Overall, an automotive promotional strategy is mostly about creation of proof that your
cars function the way they are claimed and showing, instead of telling viewers, why the
given vehicle renders the experience they require and need.

Maintaining an online reputation management is a huge opportunity to attract more car

buyers to your dealership. A huge part of this is the response to its online reviews (even
giving professional responses to the negative ones) and actively working in order to rise
the number of positive reviews you have.
Conclusion: Apart from the general review sites like Google and Facebook, the brand
can also give feedback on sites of auto dealership reviews, which involves CARFAX
reviews. These platforms are destinations for serious car purchasers, who are more
likely to choose their dealership if their customers have better things to say. After all,
online reviews are just as powerful as a peer recommendation—but the brand can also
reach many customers at the same time.