Marketing Management (GSRM7223) CONFIDENTIAL

May 2022 Final Assessment

INSTRUCTION:

1. This is an open book assessment. You may consult the learning materials that are
provided to you in UNIEC Virtual – the textbook and reference book stated in the course
plan, relevant company website plus the notes and videos. You are allowed to do internet
research where necessary but are NOT allowed to plagiarize. Marks will be deducted if
you are found committing plagiarism while answering this question paper.
2. You have the responsibility to make sure that what you submitted is the complete FINAL
version of your answer as no resubmission or correction is allowed.
3. Submit your answers in ONE (1) file. Do not submit multiple files. Submission must only
be in Microsoft Word.
4. This question paper consists of ONE (1) section only. You are required to answer ALL
questions. You must support your answer with the relevant examples and explanations.

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Marketing Management (GSRM7223) CONFIDENTIAL
May 2022 Final Assessment

There are THREE (3) questions in this question paper. Please refer to Article 1 and
answer ALL questions. (TOTAL = 30 Marks)

Article 1

Neeman's Success Story - How is it Changing the Norm of the Footwear Industry?

India has seen a streetwear revolution in recent years, with several brands selling top
international brands and collaborations on their websites. Neeman’s is India’s first shoe brand
to use natural, renewable and sustainable fibres,
including merino wool. Founded in 2017, in
Hyderabad, Neeman's envisages manufacturing
shoes that are stylish, comfortable, and eco-friendly.
Neeman's is the first company in India to use
Australian merino wool for its shoes.
Conceptualized in America, Neeman’s shoes are
leading a culture of sustainability and comfort in the
footwear space in India. Working in collaboration
with the world’s leading manufacturing units and
suppliers, Neeman’s brings perfectly crafted, natural
fibre shoes to India. Working on the lines of US-famed Allbirds, which is famous for the
sustainable shoes and clothing it produces and sells, Neeman's manufactures comfortable
shoes that are crafted with merino wool, organic cotton, recycled PET bottles, and wood, fruit
pulp, tyres, bamboo, and more.

Neeman's Products

Currently, Neeman’s has 3 types of shoes - Wool Classic Sneakers, Wool Joggers, Wool
Loafers

Neeman's Brand USP

Listing the USPs of Neeman’s would include -

• Neeman’s shoes are designed for Style and Comfort.
• Neeman’s shoes are manufactured using Natural and Renewable Merino Wool, Castor
bean oil, Recycled rubber, and other earth-friendly materials.
• The Merino Wool shoes made by Neeman’s can be worn in all months in India. They
can be carried well in both extreme summers & extreme winters.
• Neeman’s shoes are flexible and lightweight, conforming to the foot for comfort that
truly lasts all day.
• Neeman’s timeless designs go from work to play, day to night, casual to dressy.
• Neeman’s shoes are sock-free and odor resistant, but also machine-washable if the
need arises.
• The company works with the best design companies, manufacturing units and spinning
mills to create its ultra-soft Merino Wool fabric used in its exclusive shoes.

Neeman's - Business Model and How it works

Neeman’s launched directly to the consumer via its website to improve the buying process
and make it super easy for consumers across India to shop its shoes. Neeman’s shoes are
now also available on Amazon and Flipkart, thereby making them more discoverable. It also
began to focus on offline markets and has already begun introducing its products in Shoppers

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Marketing Management (GSRM7223) CONFIDENTIAL
May 2022 Final Assessment

Stop and Lifestyle. The pricing for all its styles ranges within the range of INR 5,500 - 5,850.
They have a 7 Day Risk-Free trial wherein the customers can experience the comfort at their
doorstep and if they run into any issues Neeman’s delivers a new shoe within a few days.

Neeman's - Start up Challenges

According to Taranjeet, the major challenge for Neeman’s was to design and develop the core
set of merino wool fabrics which would create a shoe that is lightweight, durable, abrasion-
resistant and holds up well with the Indian weather conditions.

“During our research, our focus was to ensure our shoes hold up well with Indian Weather
Conditions. As our country is so diverse and the weather is different in Bangalore and Mumbai,
we have worked to choose the right composition to ensure it holds up well in all situations and
conditions.”

Neeman’s collaborated with Woolmark Company, a non-profit funded by Australian wool

farmers for developing merino wool fabric.

Source: http://startuptalky.com/neemans-eco-friendly-shoe-story as of Jun 2022

Question 1

Neeman’s is hailed as the first sustainable footwear brand in India. Over the last two years,
Neeman's has also launched products like sustainable flips flops and slides that are being
sold now by the start-up. Propose to Neeman’s management on developing a customer-driven
strategy: segmenting, targeting, and positioning for Neeman’s new product based on the
product life cycle (PLC) concept. (12 Marks)

Question 2

According to Assocham’s study, the premium footwear market in India is between 8 to 10% of
the overall footwear market of $7 to 8 billion. On the other hand, the revenue of Neeman is
$899,000. Explain Porter’s FIVE Forces Model based on the competitive environment of the
shoe industry where Neeman operates. (10 Marks)

Question 3

Illustrate the EIGHT (8) steps in new product development that Neeman has to undergo to
produce new recycled cotton sneakers commercially. (8 Marks)

*** END OF QUESTION PAPER ***