NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Management
Internal Assignment Applicable for April 2022 Examination

Assignment Marks: 30

Instructions:

 All Questions carry equal marks.

 All Questions are compulsory
 All answers to be explained in not more than 1000 words for question 1 and 2 and for
question 3 in not more than 500 words for each subsection. Use relevant examples,
illustrations as far as possible.
 All answers to be written individually. Discussion and group work is not advisable.
 Students are free to refer to any books/reference material/website/internet for attempting
their assignments, but are not allowed to copy the matter as it is from the source of
reference.

 Students should write the assignment in their own words. Copying of assignments from
other students is not allowed.

 Students should follow the following parameter for answering the assignment questions.

For Theoretical Answer For Numerical Answer

Assessment Parameter Weightage Assessment Parameter Weightage
Introduction 20% Understanding and usage 20%
Concepts and Application 60% of the formula
related to the question Procedure / Steps 60%
Conclusion 20% Correct Answer & 20%
Interpretation

1. The concept of reserving an Ola Scooter by paying ₹499 means that customer will be first
in line to purchase it when the company announces its deliveries. The company also gives
an option to cancel and get a refund anytime. Based on the statement, plan an appropriate
 NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for April 2022 Examination

Segmentation, Targeting for Ola Scooter considering the profile of the Indian consumer.
(10 Marks)

2. After PUBG Mobile reentered the Indian market in the form of Battlegrounds Mobile
India, ByteDance may be attempting something similar with TikTok. ByteDance has
applied for a new trademark having ‘TickTock’ as the wordmark with the Ministry of
Commerce & Industry. Suggest a suitable promotion mix for ‘TickTock’
(10 Marks)

3. Read the case & answer the questions based on the case:
Britannia Marie Gold is facing severe competition in the markets where they were
leaders. Due to entry of new players, the company has witnessed a decline in sales. The
Marketing head has called for meeting along with the Brand Management team to discuss
the way out to face the increasing competition.

a. What Line extension strategies would you suggest to counter the competition? Justify
your answer. (5 Marks)

b. Suggest an appropriate promotion mix for Britannia Marie Gold. (5 Marks)

**********