NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Management
Internal Assignment Applicable for December 2021 Examination

1. Tesla Model 3 is planning to launch in December 2021 in India. As a Marketing Consultant

explain the steps that you will suggest for the New Product Launch?

Answer: - Tesla has a fleet of electric sedans and SUVs in markets across the globe. Model S,
Model X, and Model 3 are some of its most widely recognised and much acclaimed cars. Now
Tesla Model 3 is planning to launch in December 2021 in India, and they need to take care of
some important things before entering the Indian Market. Below are the steps mentioned that
should be taken by tesla before its launch in India: -

Costing: -
Projecting the cars as environmentally friendly would not cut the ice with the masses. The
Indian car buyers at large – whether one admits or not would still prioritise his pocket over the
need to use cleaner energy for a better present and future. This does not cover all buyers but
the jump in sales of diesel vehicles each time diesel prices drop is a clear indication of how
price conscious Indian car buyers are. So, Tesla must have a good pricing of its product before
entering the Indian Market.
Infrastructure: -
All good things require patience, and the government has shown intent to promoting electric
and hybrid vehicles. On the ground, the situation is still inadequate to cater to a large number
of electric vehicles. Electric cars already on the Indian roads – like Tata Nexon EV Mahindra
e20 – are primarily for city commute with charging points either at residence or at select
designated spots in big cities. Tesla cars may have a bigger driver range, but these too do run
out of charge at some point and a more robust infrastructure would be of paramount importance.
Just for context, China already has state-owned charging points which are being expanded. So,
Tesla should keep in mind the infrastructure facility available in India.
Buying options: -
Tesla has some exciting buying options in several countries. The company helps buyers make
informed financial decisions on how to pay for their cars through Tesla Leasing and Tesla
Lending programs. It is unlikely that the financial structure in India would allow for these. So,
Tesla Needed to work on the Buying options they are going to provide to the Indian customers.
Features: -
Tesla cars are known for pathbreaking safety features. It would be extremely disappointing if
the company decides to shed some of these features to cut costs in India. After all, it is a well-
known fact that Indians are often short-changed by most automakers in what they get compared
to what the buyer of the same vehicle in the US, Europe and Australia gets. True, things are
changing, and Tesla would be better advised to not compromise on any feature when they are
bringing their products in India.
Designing: -
Most of the Tesla cars – especially Model S and Model 3 – do not have a mammoth ground
clearance that would keep the cars well over broken roads. On paper, this may seem like a
negligible concern but anyone who has been anywhere in India would know that one solid
knock off rather dilapidated roads in India would knock even a sophisticated vehicle like those
from Tesla out. So, Tesla need to keep a track on the Designing of their cars so that they could
provide better ground clearance cars to the Indian public.
Conclusion: -
The Indian market seems very excited for the launch of Tesla, but Tesla needed to meet the
expectation of the Indian public. Tesla needed to work on the designing of their cars so that
their cars can be driven smoothly on the Indian roads also they need to make sure that they
bring all the features in the car which are provided in their global models and at a good
attractive pricing.

2. Parle Agro makes its entry into the dairy segment with a premium and high-quality range
of flavoured milk products, 'SMOODH'. With disruption inborn in the brand's philosophy,
SMOODH becomes the only flavoured milk beverage in the global market to be available
in 85 ml Tetra Packs and priced at only ₹10. Suggest a suitable promotion mix for the new
launch.

Answer: - Homegrown beverages firm Parle Agro has said it has made a foray into the dairy
segment by launching flavoured milk products under the brand name of ‘Smoodh’.
The diversification is backed by an in-depth research and extensive investment in modern and
innovative technologies to build a robust dairy infrastructure and introduce novel products to
the Indian consumers, the company said in a statement.
With a price of Rs 10 for an 85ml tetra pack, Parle Agro aims to disrupt the segment. “With
this offering, Parle Agro is gunning to grow the branded flavoured milk market in India from
the current Rs 800 crore to Rs 5000 crore in the next four years, “the company said.
The promotion mixes for “SMOODH” Parle Argo’s new product launch are mentioned below:
➢ Marketing

When marketing a dairy product, the most important aspect of your strategy is determining
your competition and audience. Marketing is the process by which your dairy product line is
communicated with the target market. This is the key in the dairy product business. This is also
the way that you make sales. The best way to make sales is to communicate with the audience.
If the company communicate the dairy product line to the target market, the company will be
able to reach the target market and will be able to make sales.
➢ Organize a Pre-Launch Giveaway

For a product to take off quickly, a company/business needs to create a feeling of expectation
and excitement for its release starting weeks or even months in advance. One of the most
popular techniques to do this is through pre-launch giveaways and contests. Give the product
away to an exclusive group of lucky participants, in exchange for them helping to get the word
out. There are several options like Instagram contests, awards for the most creative ideas,
giveaways, etc.
➢ Advertising

Advertising is the process of getting the target market interested in your dairy product line. To
reach the target market, the dairy product line should be well promoted through Newspapers,
social media, TV, Magazines etc. The dairy goods must be marketed, not by people in charge
of the dairy product line, but by those in charge of marketing the dairy product line.
When the company distributes its goods to grocery shops, shopping malls, dairy farms, and so
on. Posters and booklets must be used to advertise there. So that people become aware of the
product.
Advertising to the target market is essential in the dairy product industry. This is how you make
sales. By promoting your dairy goods, your consumers will be aware that there will be a
positive value and that they will profit from the dairy products.
➢ Establish Relationships with Influencers

Influencers are the kings and queens of social media marketing. As experts in a given area or
industry, they tend to have a loyal audience waiting and willing to follow their
recommendations. Think of influencer marketing as the digital version of word-of-mouth
marketing. In order to get bloggers and influencers talking about a company’s’ brand, the most
common strategies are to organize events and to send free samples. In order to avoid any
disasters, take time to investigate which influencers would be most interesting for the product
and mostly willing to collaborate with the business.
➢ Distribution

This is a crucial part of promoting any product. The product should be focused on impressing
the distributor so that they would order more of their goods. If the company wants its dairy
product to boost confidence in your product, they should be prepared to offer more than simply
what the distributor orders. They will gain confidence in the product by distributing samples to
more distributors. Clients will have greater faith in the goods if they have a solid relationship
with your distributor and the distributor is eager to make an order. This will result in the
distributor placing more interesting orders, all with the goal of increasing the sales of your
dairy product.
Conclusion
Parle Agro need to make their promotion strategy according to the latest trend going in the
market, they need to get their products advertised by social media influencers and specially by
fitness influencers as the Indian market is now more focussed towards health and fitness, and
they a branding done by a fitness influencer for the product would do the trick for Parle Agro.
3. Read the case & answer the questions based on the case:

Kia Motors announced that it has opened its first digital showroom in India, moving towards
providing digitized services to its customers.
The showroom is located in Prabhadevi which is one of the busiest hubs of Mumbai and is
equipped with 3D configurators with a digital catalogue, a Heritage Wall, Digital Spec Boards
and a media wall.
The showroom is designed to display Kia’s current product portfolio with 3D configuration.
The 3D configurator zone in the facility enables the customers to customize and design their
favourite Kia cars and witness their intricate details. All the showcased vehicles will be
equipped with digital spec boards to share all the relevant information about the product. The
content displayed in the showroom is controlled directly by Kia India, providing greater
transparency, a sense of security and reliability to the customers.

a. ‘The 3D configurator zone in the facility enables the customers to customize and design
their favourite Kia cars.’ Based on this statement explain which type of targeting strategies is
initiated by Kia Motors. Justify your reason

Answer: - The Targeting strategies which is initiated by Kia Motors is Micromarketing strategy
which is also known as Individual Marketing. This Strategy is used to focus on the individual
needs. This strategy can be very powerful by giving consumers exactly what they want, when
they want it.
Individual marketing is sometimes referred to as “mass customization” or “one to one
marketing”. With this approach, company offer consumers a product created to their individual
specifications.
The reason why Micromarketing is initiated by Kia Motors are: -
✓ Micromarketing is highly targeted, as it tends to target a specific segment of the population.
✓ Micromarketing helps in saving costs, as it narrows down the population you target. Small
micro-budgets are assigned for this type of marketing, and overall, it reduces the marketing
expenses for a company.
✓ Micromarketing provides user-generated growth. It means that if the first users like your
product or service, they are likely to spread the word to their friends and family. It offers
the potential of boosting a company’s sales.

Steps to take for the Individual Targeting approach that follows:

➢ Identify: The most important concern at this stage is to get to know an organization's
clientele, to obtain reliable knowledge about their preferences, and to figure out how best
to meet their needs.
➢ Differentiate: To recognise clients based on their lifetime value to the company, to
understand them based on their requirements, and to split them into smaller groups.
➢ Interact: At this point, you must choose which communication channel and by what means
the best contact with the consumer may be achieved. It is critical to gain the client's
attention by interacting with him or her in ways that are familiar and comparable to the
ones that he or she like the most.
➢ Customize: Each item or service must be tailored to the specific needs of the client. The
information that a company has on a customer should be tested, and the data stored should
be examined so that the customer may get exactly what he or she requires.

b. In your opinion, which segmentation strategy is adopted by Kia Motors?

Answer: - Kia Motors adopts the focus strategy. This strategy is used both in terms of low cost
and offering the best value. The low-cost focus strategy is adopted by serving the needs of a
niche market segment at the lowest possible price. The adoption of this strategy requires Kia
Motors to lower the prices and use dissimilar marketing and advertising strategies to push the
sales in the existing customer market. The organization offers various price discounts and deals,
commonly runs the promotional movements and offers the product in new attractive packages
to achieve sales growth target while staying in the same market. Aggressive marketing tactics
are required when using this strategy in a competitive consumer market.
Advantages of Focus strategy: -
➢ It helps to build strong relationships within each target market.

For a focus strategy to be successful, businesses and brands must actively listen when hearing
about the needs and concerns of their targeted demographic. Then a specific value proposition
is created because the products or services are built around the needs and concerns previously
discussed. It creates a relationship because consumers feel like your brand created something
specifically for them, which builds loyalty over time.

➢ It improves the pricing structure for the business.

When there is a higher level of loyalty within a consumer base, then a business is able to charge
higher prices for their products. That is because consumers find value in supporting the brand
because the brand supported them by meeting a specific need. We often call these “power
brands” because they are more than just a business. They are also a cause. There are several
power brands on the market today, such as The North Face and Apple.

➢ It brings expertise into the products or services.

To create the best possible products or services for a targeted demographic, there must be an
underlying expertise present within the company. Product knowledge is an asset that cannot be
ignored. That is because natural expertise creates a barrier to entry within the market to
competitors. With a focus strategy, a company establishes itself as the best, and most people
prefer to work with the best when they have a need that must be met.