NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Management
Internal Assignment Applicable June 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
Concepts and Application of the formula 60%
related to the question Procedure / Steps 60%
Conclusion 20% Correct Answer &
Interpretation
Question 1. Italiano is a popular restaurant in the Vile Parle area of Mumbai. The lockdown and sub-

sequent Covid restrictions force the restaurant to shut shop. The owner Mr Ranjeet Sharma is also the

main chef of the restaurant decided to start operations from home and

use the apps of Zomato and Swiggy to run the place as a cloud kitchen. The business not only survived but

became a profitable venture. The recent lifting of restrictions as put Mr Sharma in a quandary, should he

now re- rent restaurant space at a very expensive rental value or should he continue to run it as a cloud

kitchen. He has approached you, a marketing consultant for advice on devising a plan of action. What

would you advise? Create a plan of action for the business. Create a communication plan. Create a consum-

er outreach plan. (10 Marks)

Answer:

Covid has affected a lot of industries and businesses in a variety of ways. Some of these effects have been

devastating. Any business with the physical real-time interface with its target audience was severely

affected.

However, innovation and zeal has always brought out the best of human beings.

The hospitality Industry board the maximum brunt of the pandemic as restaurants were shut and a general

fear of outside food and beverages set in.

Mr Sharma also faced such a dilemma when he had to shut his restaurant. Keeping faith in his skills and

specialty Mr Sharma started a cloud kitchen from his home. In the wake of technology, logistics for deliv-

ery ordering and payments was taken care of by new age food delivery applications like Zomato and

Swiggy.

This created a lean cost-effective business model for Mr Sharma. Instead of only helping him cover his

cost and keep afloat during the pandemic the cloud kitchen exceeded expectations and became a profitable

venture.

Now that the restrictions caused by the pandemic have been lifted, Mr SHARMA has another dilemma to

face. Should he rent the restaurant space at a very expensive rental value or should he continue to run it as

a cloud kitchen.

A cost benefit analysis is extremely essential to chalk out a plan of action going ahead.
Given that the brief does not necessarily state the absolute cost incurred during both the situation that is the

rental restaurant as also the cloud kitchen, it is only essential to assume all possible scenarios, As also to

keep in mind the threat factors.

 CLOUD KITCHEN: He may go ahead with only the cloud kitchen if the return on investment by

the cloud kitchen is very high and he has enough space to expand the cloud kitchen to cater to in-

creased demand. A cloud kitchen may not necessarily be run from his home. He can also run a

cloud kitchen from a commercial area/land where the rentals are not extensively High. This allows

him to have flexibility in terms of expanding the cloud kitchen and catering to increase in demand

While still keeping his rental costs extremely low as compare to a sit in restaurant in a high Street.

 RENTAL RESTRAUNT: assuming that his restaurant was bringing in a sizeable return on in-

vestment prior to being shut and also could cater to hide demand in terms of the space it had, he

may look at reopening the restaurant but that comes at an unpredictability risk which is inherent

during the pandemic

 RESTRAUNT + CLOUD KITCHEN: he may also explore the option to rent out a restaurant not

necessarily on High Street but at a place where the rentals are considerably lower and keep the

cloud kitchen running from the restaurant itself. The advent of food delivery apps will ensured that

the logistics are taken care of. The restaurant not being on a High Street will ensure that the cloud

kitchen can function without much hindrance in terms of nearby footfall, which might cause logis-

tical issues in a High Street. Such an arrangement will ensure that his brand keeps running as a res-

taurant where customers can walk in and eat, his cloud kitchen keeps running and he keeps deliver-

ing to his customers across his catchment area and also keeps his rental costs low. This looks like

the most suitable option he may prefer

Question 2. You are the marketing director of Football Federation of India. Soccer as a sport although

very interesting is not a popular audience sport in India. How would you generate consumer interest

in Football? Create a marketing plan for making Football as a consumer sport using the marketing

mix principles. (10 Marks)

Answer:

The marketing mix consists of 5Ps of marketing, namely:

 Product

 Price

 Promotion

 Place

 People

Any marketing plan has to have a basis covering all the above 5 aspects to make a comprehensive plan.

We may look at all aspects of the marketing mix with respect to the Football Federation of India as under:

 Product: The product here is the sport itself. Unlike cricket, football is unidimensional in terms of

the types of games. We just have one 90 minute match type. A variety may be brought in to attract

new audience. The variety may be wrt time duration, rules, number of players and types of fields it

is played in.

 Price: The price refers to the cost audience bear to enjoy the sport. This would include the expense

they incur in purchasing the ticket, food and beverages et al. Since FFI’s goal is to popularize the

sport, it may look at offering deep ticket discounts to segments like students. A hefty ticket price

will push away any audience which is already reluctant to join the football bandwagon

 Promotion: Promotion refers to all the activities and methods you use to promote your prod-

ucts/services to your target market. It includes sales, public relations, direct marketing, advertising,

sponsorship and social media. In this age and time, promotion takes precedence for all services of-

fered. If the right message reaches the right audience at the right time, the chances of success
 Increases manifold. The federation MUST have a prominent presence across all social media plat-

forms and have a dedicated team to manage each.

The sport may be promoted via a multipronged integrated marketing communication strategy as under:

 ATL Marketing Print: Leading dailies across the country may prominently carry advertise-

ments for future big matches.

 ATL Marketing digital: All social media platforms may carry advertisements with direct links

to point of sale.

 ATL content: Reels and short video messages from major players (across sports) promoting

football in general may be posted and promoted on a regular basis.

 BTL: Local school, college and community level events.

 Place: The place element refers to how you get your product or service to your customers at the right

time, at the right place, and in the right quantity. To popularise football, we need to bring football

closest to the audience that we are catering to. Instead of only focusing on matches scheduled in big

stadiums and far away venues, We may look at creating local community leagues. This may take place

at the city level, at the district level, at the state level Feeding into the national audience.

 People: The people element refers to your customers, yourself and your staff. You need to consider

both your staff and customers if you are thinking of growing your business. It includes understanding

what your customers’ needs and wants are, setting targets and measuring your customer service levels

so that you attract and keep loyal customers. You will also need to consider staff training so they have

the skills to offer the best experience and meet customer expectations.
Question 3. You are the marketing director for Super max theatre chain. You want to build a footprint

for the chain across India. Before the commercial launch of the service you want a better orientation of

consumer expectations.

a. Plan a research program with clearly defined target groups, geographies, demographics you shall plan

your research project. (5 Marks)

Answer:

The research program may be as under:

 Target Market Geography: Tier 1 cities

 Target Market Demography: 18-35 Age group, all genders

 Target Group: Students and young professionals

 Research approach: Primary data collection (Survey)

 Survey Sample size: 50000 per city (would bring out meaningful insights)

 Survey Duration: 6 Months (Would cater for seasonality in the business)

The survey will be done over a period of 6 months at 4 tier 1 cities with a sample size of 50000 per city.

Such a survey duration and size will depict a true picture of the market dynamics and ensure an informed

decision-making.
b. Create a 10-question survey questionnaire. (5 Marks)

COMPANY NAME & LOGO

1. What is your age group? *

 < 18 years  18 – 30 years

 30 – 45 years  >45 years

2. What is your Occupation? *

Student  Self-employed/Business

 Private Sector  Public Sector

3. What type of movie do you prefer? *

 Action  Comedy

 Romance  Sci – Fi

 Superhero  Horror

 Thriller  Others (Please specify)

4. How much do you spend on watching movies (Tickets) in a theater on a monthly

basis ?*

 < INR 300  INR 300 – 500

 INR 500 – 800  >IR 1000

5. How frequently do you watch movies in a theater per month?*

 1 – 2 times per month  2 – 4 times per month

 >4 times per month  not every month

6. How much do you spend on Food & Beverages at a theater on a monthly basis?*

 < INR 300  INR 300 – 500

 INR 500 – 800  >IR 1000

7. How far do you travel to watch a movie?*

 < 1 Km  1 – 2 Km

 2 – 5 Km  > 5 Km

8. What type of movie do you prefer?*

 2D  4D

 3D  5D

 No Preference

9. How do you purchase the movie tickets?*

 Third Party online apps  Theater website / app

 Theater counter  Others (Please specify)

10. Any specific service you would want from the theater chain near you

(Subjective)

Please write in less than 50 words

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THE END