Answer1:

Introduction:

Although, till now Ola was known as a taxi sharing service provider, the new wave of electric
scooter has taken over Ola and with that Ola has successfully jumped on the opportunity to grab
the electric market of India. Ola is planning to launch the Ola Scooter which is available for pre-
booking at Rs. 499 and expected to be launched on 15 August, as the CEO Bhavesh Agrawal
says.

The company has claimed that they have received 1,00,000 pre-booking requests within 24
hours. As per the Business Standard, the bikes are relied upon to be evaluated between Rs.
85,000 and Rs. 1,10,000. The bikes will be accessible in 10 shading choices which incorporates
blue, dark, white, dim, red and yellow.

To make utilizing electric bikes attainable, there must be charging stations set up. Ola asserts that
it is building the world's biggest, densest bike charging network. This organization will be spread
across 400 cities, with more than 100,000 charging focuses. This organization is known as the
Ola Hypercharger Network.

Market Segmentation and Targeting:

As Ola has shared the design and expected price, it is more than clear that the idea target
audience and early adopters of Ola Scooter will be millenials who are well pay-off and belong to
upper middle class and rich class families. On an average a scooter cost Rs. 54,374 - 60,000
which means a middle-class person with an average salary and sole earner may not prefer to buy
Ola Scooter as that would be a big dent on their pockets

To dig deeper into the customer profile, let’s see the market segmentation of the brand:

We will great a customer profiles based on 4 aspects of market segmentation which is,

1. Geographical
2. Demographical
3. Psychographic
4. Behavioral

1. Geographical: As the Ola Scooter is going to be an electric vehicle which means it needs
charging instead of petrol. While this will be pocket friendly for customers, it will be an
initial challenge for the company to target the entire India. The ideal customers will
belong to those 400 big cities where the company is planning to organize charging
 stations like Delhi, Mumbai, Bangalore, etc. These are the 400 big cities where the ideal
audience-rich and young generation is more popular as well.

In many states including Maharashtra, Gujarat, Tamil Nadu and Delhi, which have
declared EV strategies and are offering appropriations for acquisition of electric bikes,
the Ola S1 will be significantly more reasonable than numerous petroleum bikes. For
example, after state appropriation in Delhi, the S1 would cost Rs 85,009, though in
Gujarat it would just cost Rs 79,000. This ex-display area valuing of the Ola e-bike ducks
under India's top rated bike, the Honda Activa 125, which has an on-street cost in Gujarat
in the Rs 83,312 to Rs 90,921 territory.

2. Demographical: Looking at the price range and the minimalist design, the early age of
the group that will be more inclined toward Ola Scooter would be 18-30 years old. As
this is the age group that cares about two things,

a) Looking cool and

b) The environmental friendly product

Ola Scooter are addressing both these options which means this age group would want to go
ahead with it. Besides, in major cities, as the size of nuclear families in India is increasing,
chances are high that nuclear families will also prefer the Ola Scooter.

Looking at the mission, speed expectancy and cool look of the Ola Scooter, the ideal audience
must be well educated to choose an electric vehicle, understand the long-term price gain, and
understand the charging station strategy. Besides, people who look for Ola, Uber for going to
office, college, Ola Scooter would be the perfect budget-friendly choice for them.

3. Psychographic: Imagining and looking at the data of the ideal customer, the ideal lifestyle of
Ola Scooter’s customer would be minimalist, chic, high-class and cool which will attract them
towards Ola. As the ideal audience is expected to be well-off and high-class, they would want to
own every new product that launches or anything that can save them petrol prices, Ola Scooter
would be their go to choice.

4. Behavioral: The customer is going to be experiencing various benefits like faster speed, good
looks, long-term savings on the petrol and so on. This will definitely incline more customers
towards the brand. Besides, the Ola Scooter has a first mover advantage which increases brand
loyalty and will stand both, customer and company apart.

Conclusion:
Ola Scooter will be receiving its well deserved first mover advantage. The company is trying its
best to meet all the needs of today’s market while taking care of the choices of its ideal customer.
Seeing the current war scenarios and the constant hike in petrol price with the all time high
pollution, Ola Scooter will definitely become a household brand sooner or later. However,
initially the adopter will be upper middle class, working professionals and millenials who look
for design, speed, and convenience.

Answer 2:

TikTok, the short-video stage, was an instant hit in India not long after it was sent off in
September 2016. For ByteDance, India was among the greatest business sectors outside China
and in 2019, the 15-second video stage was the top downloaded application in India on the
Android stage.

It has been a year since the boycott, and the application, presently neglected and attacked, was
once the main type of revenue for some.

If TikTok plans to launch back in India with the new name, ‘TickTock’, here is the promotion
mix strategy that will be most suitable for the brand to bounce back,

Looking at the previous popularity of the brand, TickTock can adopt to go with the two factors
of promotion mix and that is,

1. Advertising
2. Direct Marketing

1. Direct Marketing: While TikTok may have become a thing of the past, the Indian
TikTokers who had found overnight fame because of the app are still nursing their old
wounds. Even though Instagram reels are getting popular and giving the chance to
creators to once agains show-up yet growing popularity and audience is not as easy as it
was on TikTok.

With the new launch, TickTock can plan to market themselves directly to the customers
by first targeting the popular creators of TikTok. As TikTok was already quite famous
and the new name pronounced similarly, TickTock can collaborate with the big creators
of TikTok and Instagram to divert the audience to the new platform.

2. Advertising: As this video platform offers the great opportunity for the teenagers to old
age people to get famous and earn money. TickTock can again become famous if they
can find a reliable advertising strategy which means taking the social media power and
marketing itself aggressively. They can create a buzz that tiktok has come for the creators
 to grow again fast and earn more. While the platform is new, they can target the new
small creators to give them a mouth-watering opportunity of growing like never before.

Conclusion:

Since the ban of TikTok, there are many other platforms that tried their best to capture the Indian
market like Moj, Instagram reels, etc yet none of them was able to successfully become a
household name like TikTok was. Ticktock can use this weakness and grab the opportunity to
again become the household name because somewhere majority of the Indians and all the
previous TikTok users are waiting for Tiktok to come which means the market is already waiting
for them to launch.

Answer 3 a):

Britannia Marie Gold is a popular and loved brand that stands for Tea Time Vitality. Following
solutions can help the brand management team to enhance the sales:
1. Line Extension

A new market segment is targeted within a product category currently served by the parent brand
can really play a vital role under Line extension.
A line extension often involves a different flavor or ingredient variety, a different
form or size, or a different application for the brand.
A line extension often involves a different flavor or ingredient variety, a different form or size,
or a different application for the brand.
As firms markets one or more new products in an established market and well -known brand
name as a multi-product branding strategy. To take the advantage of the accepted and recognized
brand name of the original brand and satisfy different customer needs and market segments is the
prime objective of this.
Britannia Marie gold can leverage its brand by creating the following line extensions:
a) Flavors: Britannia Marie is an age old recognized brand. Most of the consumers say
9 out of 10 have at least tasted it once. The strategy should be to capitalize on the
brand’s recall and introduce new flavors such as Orange or Vanilla or Chocolate.

b) Special Ingredient: Britannia Marie Gold stands for Tea Time biscuit and is
perceived as a low calorie biscuit.

Packaging: Small packaging worth Rs 3/- can be introduced as lot of

consumers have 3 to 4 Britannia Marie biscuits as a Tea Time snack.
Dieticians often recommend 3 to 4 Britannia Marie biscuits as an evening
snack. This small pack will be a boon to consumers who are on the move
 c) Packaging: Small packaging worth Rs 3/- can be introduced as lot of consumers have
3 to 4 Britannia Marie biscuits as a Tea Time snack. Dieticians often recommend 3 to
4 Britannia Marie biscuits as an evening snack. This small pack will be a boon to
consumers who are on the move.

Ans 3 (b)

Britannia Price/Pricing Strategy:

Britannia is one of the leading food brands in India. The competition in the food manufacturing
industry has made the game challenging for the company. The base of Britannia’s marketing mix
pricing strategy is competition. The primary segment for being middle class people, who are
highly price sensitive, forces Britannia to play price war with its competitors. Britannia tries to
bundle its products, which in turn reduces the price of the, especially this can be seen in their
products which are designed for the family packs. Their strategy of discrimination of prices helps
them earn larger profits from consumers who are willing to pay for healthier products and greater
benefits. The price of Britannia products is very much comparable with its competitors,
especially with that of Parle products, and they are almost the same.

Britannia Place & Distribution Strategy:

Retail chain is Britannia’s primary distribution process. The online segment, which contributes to
less purchases, has been possible by having tie ups with large ecommerce organizations.
Britannia products can be purchased from online portals as well with extensive and strong
distribution network Britannia products, can be found in all large and small urban areas across
India. But the rural distribution network is not as good as that of the urban market. As a large
FMCG player in India, Britannia primarily depends on distributors who then decide on dealers
and retailers for distribution.
Britannia has made deals with large retailers like spenders, big bazaar which hosts large quantity
of Britannia products and provides better display location.

About Britannia Industries:

Britannia Industries Limited is a food manufacturing company in India, headquartered at
Kolkata. It was launched in 1892, primarily for the officers during British Raj to provide them
with quality tea time biscuits. Over the years, Britannia has changed hands from one group to
another. In the year 1995, it had been acquired by the Wadia group; which is one of the oldest
conglomerate in India. It has been under the Wadia group since then. In 2001 it went on with a
joint venture with New Zealand Dairy, and thus extended its portfolio of products in the dairy
segment.