INTERNATIONAL INSTITUTE OF MANAGEMENT STUDIES

PGDM (SEM - III)

Batch 2017-19
FINAL EXAM-PH-II
PG505M: Sales Promotion & Distribution Management - II
Time: 2 Hour Max Marks: 60
Date: 27/12/2018
Instructions to the Candidates:
1. All case studies are compulsory.
2. Each case study carries equal marks.
3. Do not write your Name on the Answer Sheet.

Q.1 Case Study

Apple uses promotional methods using special short-term techniques to persuade members of a
target market to respond or undertake their products. Examples of certain methods Apple uses
for sales promotions are money back guarantees, lower purchase price and rebates etc. The
Apples stores are very distinct and captivating from many other electronic stores because they
display all of their products for consumers to experience hands- on. Consumers are allowed to
surf the web on any of their computers, listen to the latest ipods, and experience the iPhone and
its features. This lets consumers get comfortable with the products and familiarize themselves
with it. This is a major consumer sales promotion that Apple has developed. During special
consumer promotions, Apple has its certain auditions in which they target directly. For example
during the month of July to September 1st, Apples promotes their Mac book laptops for college
students. When students show their school I.D, they pay for a Mac book book and get any free
Ipod they desire and a free printer. I can personally say that this is a good promotion method
because I was one of its targeted audience who purchased this great deal.Another great
promotion sales is the teamwork between Apple and Ticketmaster. They have teamed upon once
again to give fan a great deal they cannot resit. When you purchase a concet ticket through
Ticketmaster, you can simultaneously purchase the corresponding artist's album for $1 off the
iTunes Store price. This is an excellent promotional deal that benefits the music fans.Analysis
the strategies of Apple and suggest new promotional model to enhancement of business.
Q.2 Case Study

Honda is a leading manufacturer of automobiles and motorcycles. It is a global brand that has
brought several attractive and innovative car and bike models to the market. In the recent years,
its sales have grown fast in the Asian countries. Some of its car models like the Honda city have
been a huge hit with the Asian customers. Apart from that North America is also a major market
accounting for a very large part of Honda’s revenues. However, Honda also has several major
competitors including Volkswagen, Toyota and Ford among some of them. These brand have
released several lower and middle priced models in the Asian markets. The demand for small
family cars and SUVs has kept growing in the Asian region and both China and India have
become the new battleground for car and bike manufacturers. Yamaha is a major competitor in
the motorcycle segment for Honda. During the past few years, the brand has focused on bringing
new challenging and unique models to the market. It is why it introduced several models as per
regional demand created for specific markets. In the 21st century, every brand is into an
aggressive run for faster growth. Every brand is spending more on marketing as well as research
and development to acquire larger market share and lure customers by bringing new and more
innovative models that cater better to the customer needs. Marketing is a very important focus
area and these automotive brands are spending millions on advertising and product promotions.
Honda has brought several innovative product models to the market. It has also used a smart
marketing strategy that relies on creating a reliable image and trust among the customers. Apart
from that, it also uses traditional and digital methods of promotion to promote its brand and
products. The power of dreams slogan features across most of its advertising and promotion
campaigns and events. The brand has set a vision 2030 for itself which is going to guide its
business strategy in the near term. Discuss marketing strategy of Honda and comparative
analysis between other marketers.

Q.3 Case Study

ITC Ltd sells 81 % of the cigarettes in India, where 275 million people use tobacco products and
the total cigarette market is worth to $9 billion. There are approximately 120 million smokers in
India, about 37 percent of all men and 5 percent of all women between the ages of 17 and 69.
Due to large consumer base, there are large numbers of layers in the whole distribution hierarchy
and many intermediaries involved in the whole system. POP points are geographically dispersed
across India including rural and urban areas. Since above mentioned requirements points are
large and geographically dispersed. Analysis the current distribution strategies of ITC and
suggest new distribution model to enhancement of business.

Q.4 Case Study

Blue Dart has emerged as a logistics company with the largest network in India. Blue Dart
Express is part of the German Logistic company Deutsche Post DHL which is World largest
logistics company. It became the first carrier to provide real time domestic and international
delivery services and subsequently went public in 1994. It later got government permission for
operation of cargo aircraft in the country. Seeing the immense potential of the company, DHL
Express Singapore Pte Ltd picked up an 81.03% equity stake in Blue Dart to become the largest
logistics company in the country. It manages a dedicated air freight capacity with a fleet of six B-
757s freighters, handling through express support vehicles and catering to over 35,000 locations.
The company leverages its pan-India reach via ground hubs and over 250 network
routes.Servicing more than 220 countries globally through its alliance DHL the company has the
majority of its business is in India with warehouses at 85 locations across the country.The
company is offering customized solutions to the B2C & B2B customers with the help of more
than 11,000 employees with 9000+ computer terminals operated by approximately 6500 users.
The company has its own subsidiary Blue Dart Aviation in order to support time-definite
morning deliveries through night freighter flight operations and Countrywide surface network to
help the air services hand in hand. Dart Technology: The Indian Air Express Company has
invested in advanced Technology infrastructure to create differentiated delivery capabilities to
the customers and to provide tailor-made solutions. Some of the technology-based business
offerings of the company are TrackDart, MailDart, MobileDart, InternetDart, PickDart,
ShipDart, COSMAT II, ImageDart etc. Analysis the current distribution strategies of Blue Dart
and suggest new distribution model in the competitive era.

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