MARKETING…ASSIGNMENT

Q1. Identify the marketing management philosophy involved in the

following cases:

a) Geeta scooters are the leading manufacturers of scooters in the

industry. They have the first mover advantage in the industry.
When they started manufacturing scooters no other company was
doing it. They manufacture scooters and the middle class purchases
them in a high number. With each passing year the number of
scooters sold is increasing. The company’s main concern usually is
to produce maximum number of scooters. Company’s profit is
governed by the maximum number of scooters they produce.
b) Amit microwaves produce microwaves but they do not try to
understand the needs of the customers. Their main focus is always
on the quality of the product but never on customer requirement.
They try’ to include as many features as possible in their product.
This year they have added a special type of alarm in their product
which is a unique feature. The alarm is available in ten varieties.
However, the customers say that the product is not of much use to
them as it consumes a lot of electricity.
c) Rani coolers is a very progressive company. The owners of the
company feel that unless and until they contribute to society it is
worthless to exist as a company. In a recent move by the
government the organisation has decided to help it. The
organisation will be making five teams of hired environmentalists
from foreign countries. This team will help the local people clean
the portions of a polluted river in the country. The costs of this
project will be borne by the company.
d) Rajiv is a manager in a company. His main area of focus is to
generate revenue for the company through repeated sales. He
decides to develop a product for the company which can generate
revenue in the long run. For this he meets a team of R&D
(Research & Development) of his company. After a long meeting

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 they decide to do survey. Based on the survey a product is made to
fulfill needs pf the customers. The product later produces a lot of
revenue through repeated sales in the long run.
e) A company decides to do promotion for a new ice cream flavour.
For this many contests are organized in different colleges. The
youth is the target market for the new flavours. However, there
hasn’t been proper research about the liking of the flavour among
the youth. The company has launched this product based only on
intuition. The company has decided to go ahead with the
promotional campaign even if there is a negative response from the
buyers.
f) R.K foods is making a great impact in the food industry. The top
management of the company has been in news for helping the
villagers in the rural areas grow their income. They have made
alliances with groups of people of different villages. They procure
handmade food products from them and help these products find a
way to the elite class of metro cities. The company has its motto of
replacement of the western taste with that of Indian among the elite
class. The company is very intelligent to see a high paying elite
class as the target segment.

Q2. ABC’ is a profit making potato chips company. The company has
entered a foreign country. It has found that the youth is going to be the
appropriate section of society to be targeted. The marketing head of the
company has a vision for the company for another 10 years to make its
mark in the market. The major challenge would be to beat the existing
potato chips selling companies by giving chips of better taste so that the
existing young buyers could make ‘Extra Calories’ chips as their
favourite brand. The company is quite clear about its objectives. It has
decided to make a net profit of at least Rs. 50 crores in its first year and
later on it would like to increase this profit with passing years. Definitely
the vision of the company is quite clear.
Identify the pillars of the marketing concept discussed in the above case.

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Q3. Atul ltd. a garment manufacturing company has decided to identify
the needs of the customers to start successful marketing of the garments
produced by it and for this the company is doing SWOT analysis
(Strength, Weakness, Opportunity and Threat Analysis). The company is
pursuing its objectives with full efforts. It has decided to make a
blueprint for the amount of production it will do, the efforts behind
promotion it will put and all other major actions it will undertake to
achieve its objectives. However, the company has one weak area which
it would like to improve. The physical movement for its prepared
garments was not proper last year and the company wants to ensure it is
done properly this year. For this thing to be done properly it has created
a separate department. Hope the company does better in future.
Which functions of marketing have been highlighted in the above case?

Q4. Hasan is a distributer of tea to far off places. He has opened a

company which deals in tea selling. He has categorized his tea to be sold
into three categories: Green, Yellow and Red. His brother Ramesh on
the other hand is running a mobile manufacturing company. His
company strictly produces mobile according to the pre-determined
specifications. The mobiles of each variety are of same size, looks and
performance.

1. In the above case which function of marketing has been

highlighted?
2. Name the four advantages of the above highlighted function.

Q5. ‘Reema drinks .’ has scanned a profitable opportunity for marketing

of soft drinks with ‘Indian Traditional Flavour’. The company wants to
market its products in India and in neighbouring countries. A Board
meeting of the company was held on 14.12.2019 wherein the marketing
manager was asked to give a presentation to develop this market
offering.
For this it was also decided to set-up its manufacturing unit in a village
of Bihar. This will not only help in the development of the village but
will also provide employment to the youth of the village. The marketing

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manager chooses a combination of variables to prepare its market
offering. He used a set of marketing tools that firm will use to pursue its
marketing objectives in the target market.

1. Name and state the concept of marketing used by the marketing

manager for creating its market offering.
2. Also, explain briefly the various elements of this concept.
3. State any two values that the company wants to communicate to the
society.

Q6. The advertisement of a tourism agency states the following:

‘Visit Agra — The city of Love’, ‘Udaipur — The city of Lakes’ and
‘Mysore — The city of Gardens’. What is being marketed by the agency
through the advertisement?

Q7. An FMCG manufacturing company is offering a number of

consumer product like toiletries, detergent powder, food products etc.
Identify the 1 element of marketing mix referred here.

Q8. Hot Burgers has many branches throughout the country. The
company believes in hiring places and giving rent to the owners of the
places at highly busy places of the cities. However, the company deals
with its customers on its own thus providing
them freshly prepared burgers by its own staff. The company has a wide
base of customers. The company has kept the nature of its channel so
because of one main characteristic or nature of the product it serves. It
has always tried to please its customers and for this reason the services
are fast. The company has decided to launch an advertising campaign for
creating awareness about its new product. The world cup of cricket is
one such good opportunity where advertising can create its impact. It has
even contacted the number one advertisement making company for this
purpose. However, the top management is concerned about the impact as
the potential customers or the prospects can’t be delivered the message
compulsively. So there is one scheme the company has decided to
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launch where a burger will be provided with an additional cold drink on
all days of the first week of the month.

1. Which channel of marketing is highlighted above?

2. Which product related factor do you think is responsible for this
selection of channel?
3. Which one component of physical distribution is affected due to the
fast services given by the company?
4. Which merit of advertising has been highlighted in the above case?

Q9. The Star company is ready to try various sales promotion activities.
It launches seven products and for every product it decides to go for a
different sales promotion activity. Since the company is an FMCG
company the seven goods are Biscuits, Noodles, Chocolate, Milk
powder, Detergent powder, Cold drink and Soap.

The company has decided to go for providing four extra biscuits for a
packet of ten biscuits leading to a total of fourteen biscuits in a packet
now.

The product head of Noodles is also excited about this scheme.

However, he tries something different. He allows the customers to
have a take back of Re. 1 after depositing the used wrapper of the
product.

The product head of Chocolate goes for another scheme. He offers a

surprise gift in the form of a printed code on the inside of the wrapper
and this printed code has to be sent through a message and the winner
will get a gold coin.

For Soap, its product head has an entirely different idea. The company
will go to schools, colleges and arrange quiz competitions there and
the winners will get prizes in the form of a bucket full of this soap in
various sizes of 50 gm, 100 gm and 150 gm.

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 The product head of detergent powder has decided to go for a 25%
reduction in the price of the detergent powder.

Cold drink has been the most successful product of the company till
date. To make it more successful the company has decided to go for a
combination of a free packet of chips of 100 gm with a cold drink
bottle of 3 litres.

Identify the various sales promotion techniques applied by the FMCG

Company to make its products successful.

Q10. Aman was watching television. He saw many advertisements.

Within a span of five hours he saw advertisements of five toothpaste
selling companies. He thought that every tooth paste selling company
was claiming its toothpaste to be the best toothpaste recommended by
dentists. He decided to go to his friend who was a personal selling agent
of an FMCG. After meeting him he got assured of the best toothpaste
available in the market. However he also liked the quality of the
toothpaste of his friend’s company as his friend gave him some very
logical reasons for it. After returning home Ramesh couldn’t sleep as he
could see his friend’s struggle in convincing Mm for half an hour and
compared it with the mass reach of an advertisement. Next day he was
on an off from his office. He went to a mobile shop and decided to
purchase a mobile worth rupees 40,000. The company offered him a
scheme in which he could purchase the mobile in interest free ten
installments of rupees 4,000 to be paid every month. However when he
was asked to fill a form, a file charge of rupees 2,000 was taken from
him. He purchased the phone because of the good quality of the phone
and the continuous efforts of the salesman in the mobile shop.

1. Which objection to Advertising has been highlighted in the above

case?
2. Which quality of a good salesman do you think his friend
possessed?

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 3. Which limitation of personal selling did Ramesh find in comparison
to advertisement?
4. Which sales promotion technique is highlighted in the above case?
5. Did Ramesh pay any interest on the phone he purchased?
6. Which quality do you think existed in the salesman in the mobile
shop?