MBA Semester II

Assignment: MARKETING MANAGEMENT (201)

Instructions:
i. All 5 questions have to be attempted.
ii. All questions have equal marks (10 marks).

1. Hero MotoCorp wants to launch an Electric Bike in India. Explain how it

should go about the process of New Product Development.

Hero's first e-scooter has been fully developed by Hero's R&D teams
in Jaipur and Munich. First Hero MotoCorp product will catch the
fancy of a large section of the population. The way they should go
about the process of NPD should be according to the following ways-
1) Hero MotoCorp is committing 50 percent of its investments
towards electric vehicles and going forward there will be more
partnerships and collaborations on electric vehicle solutions
2) Hero MotoCorp holds a 37 percent market share in India and is
getting ready for the future -- a future that will depend on electric
vehicles, premium motorcycles and exports.
3) Hero entered a partnership with Taiwan’s Gogoro on battery
swapping and electric vehicles. With these partnerships, Hero
MotoCorp is now getting ready to unleash its EV strategy.
4) Hero’s first electric vehicle will be an electric scooter, to be
launched in the next six months. Pawan Munjal has indicated that
this will be a mass market electric vehicle, fully developed by Hero
MotoCorp. It will have a fixed battery as opposed to a swappable
one.
5) Before the launch of the electric vehicle, Hero MotoCorp will put in
place its own charging stations in select cities. The company
would also be setting up battery swapping stations in
collaborations with Gogoro. Eventually as the EV market grows,
Hero MotoCorp plans to leverage charging networks of Ather and
Gogoro, along with its own.
6) Hero MotoCorp has said that it will launch 10 new products or
come up with upgrades every year. Munjal confirmed that the
company was also developing a flex fuel vehicle which could be
launched in future as per market demand. 
 2. Do you think the demand for L’Oréal hair colour is affected by change in its
Prices? Explain.
L’Oreal India has launched a hair-color product that costs less than two-thirds of the
next cheapest offering in its portfolio, in a move that could trigger a price battle in the
Rs 1,500 crore market.
The professional hair care industry serve as a good example where creating an
aesthetic experience plays a big part in influencing consumer behaviour. For
instance, we have experienced that many styling products often serve little utilitarian
purpose and are not necessarily useful from a practical point of view; nevertheless
these products seem to create intangible value and significance for the user.
Professional styling products are being sold exclusively in hair salons and
departmental stores where a symbolic atmosphere is created. The whole buying
process is shaped around generating a social interaction, impulse and feeling. As a
result hair product customer is not only influenced by the companies’ visual
output but also by becoming emotionally connected with organisational values
and beliefs.
People often purchase products spontaneously without any clear consideration
whether a certain product is actually needed or worth the price paid. Mick & DeMoss
(1990), suggest that this self-gifting phenomenon is provoked by the endeavour to
motivate and indulge, relieve stress or just do something nice for oneself.
L’Oreal’s marketing strategy involves using attractive models with different hairstyles;
Using these models L’Oreal creates a false perception among consumers that using
L’Oreal’s products will make them look like the models. L’Oreal’s models use
extensive makeup which highlight the fact that L’Oreal’s consumers are very
sensitive about their appearance and may use lot of make up as well.
Another key aspect of L’Oreal’s marketing strategy for hair care products is using
models with different skin colours. This could be a strategy to improve the aesthetic
appeal of L’Oreal’s hair care products.

One key aspect of L’Oreal’s marketing strategy is to advertise a single shade of a

hair colour. For example; when it advertises red hair colour, all the models in the
advertisement will be wearing different shades of red hair colour only.

3. Design Multi- Channel options for distributing Panasonic Air Purifier in

Indian market.
Multichannel marketing is the implementation of a single strategy across multiple
channels or platforms, thus maximizing opportunities to interact with prospective customers.
A channel might be email, a print ad, a retail location, a website, a promotional event, a
mobile app, SMS messaging, a product’s package, or word-of-mouth.

Panasonic on Wednesday entered into the water purifier category, and created a new
category with the launch of air purifiers. Initially, both the products will be imported from
Japan.

The water purifier, launched under Panasonic Blue Water brand, is priced between Rs 7,990
and Rs 25,490. The product, to be initially sold in Delhi-NCR, will be made available in
Andhra Pradesh next and across India subsequently. “India has a Rs 1,800-crore organised
water purifier market, growing at 24 per cent annually.

The people are increasingly becoming health conscious and hence this move,” said Manish
Sharma, MD, (Global Consumer Marketing Sector), Panasonic India. The purifier converts
acid water into alkaline water.

The air purifier, launched under Panasonic Nanoe brand, comes in the price range of Rs
19,995 to Rs 47,995.

4. Marico Limited has launched its newest brand, ‘True Roots’, a powerful
botanical hair tonic which delays hair greying from the roots, in the Indian
Market.
Prepare a suitable Integrated Marketing Communication (IMC) Plan for
True Roots.
Marico Limited has launched its newest brand ‘True Roots’, that delays hair greying^ from
the roots. True Roots Botanical Hair Tonic is dermatologically tested and is clinically proven
to show no new greys in 90 days*

Radhika Apte, who is known for her choice of diverse roles and speaking her mind, launched
the brand and spoke about the #FaceItSolveIt philosophy of True Roots, at an event today.
True Roots has been launched on Flipkart as a digital first brand

Greying of hair is natural with age, but when hair starts greying early we often wonder why?
Thankfully science has the answer and now Marico’s True Roots offers a solution to delay hair
greying from the roots. Greying of hair is caused due to decreasing levels of melanin in the hair roots

Melanin is a natural pigment, which gives hair its dark colour. Marico’s True Roots Botanical Hair
Tonic, is a first-of-its kind innovation, that works by increasing the melanin levels in the hair roots
and thereby delays hair greying. It is formulated with Apigenin, an extract of chamomile flowers and
powerful botanical actives that increase the melanin levels in the hair roots

Commenting on the launch, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said “We
are proud to introduce the newest brand from Marico – True Roots that delays hair greying from
the roots. It is a breakthrough innovation from Marico R&D and has been clinically proven to show
no new greys in 90 days. True Roots is now available on Flipkart.

Nishit Garg, Senior Director, Flipkart, said, “Marico has a strong lineage when it comes to hair care.
Launching True Roots, a new hair care brand from the house of Marico, exclusively on Flipkart,
goes to show that eCommerce has become a habit for the real India. We’re sure this launch will be
very well received by customers.

True Roots is positioned on the platform of solving problems from the root cause rather than
hiding them and propagates the philosophy of #FaceItSolveIt. Radhika Apte, the Brand
Ambassador of True Roots said “I am happy to associate with True Roots, a brand that encourages
people to solve problems right from the roots. I am myself the type of person, who looks at
challenges straight in the eye and solves them by addressing the root cause. With the launch of
True Roots, it’s great to finally have a solution to delay hair greying, so no-more quick fixes and
hair hacks, we can now face it and solve it.”

(((((((For Q4 Emphasize on showing the communication part.. like who is

saying wht))))))))

5. The world’s largest convenience retailer 7-Eleven, plans to enter the Indian
market. It is among the most iconic global brands in the food retail landscape
and operates more than 67,000 stores in more than 15 countries.
Prepare a Marketing Plan for launching 7-Eleven for Indian market.

7-Eleven, The Global Brand About To Open Its Maiden Store in Mumbai (whatsuplife.in)

Need to search on google and prepare a marketing plan for it