FORE School of Management, New Delhi

Post Graduate Diploma in Management (FMG-30__/IMG-15__/FM-_04_/BDA-02/FPM-03__)

End Term Examination Term- 2
Course Name – Marketing Management-II__

Time: 2 Hours Max Marks: 100

Instructions: a. This question paper contains 2 pages
b. Possession and use of cell phone is prohibited
c. Only Non-Programmable calculator can be used
d. Be brief and to the point in the response
e. State assumptions made, if any
f. Answer all questions
g. Marks are indicated in the right hand parenthesis against
each question.

1. iD Fresh food, a Bangalore based company dreamt of sharing healthy batter with the world.
Started in 2005 from a tiny shop now in 2021, has expanded its business to middle east apart
from India. Soon, the packets were flying-off the shelves because people loved the healthy,
preservative-free batter. Market research shows that the pandemic has spurred consumer
demand for fresh and healthy foods like the idli and dosa, and for the batter. With the
shutdown, WFH and schools being closed, there was a massive surge in home cooking. The
demand for dosa batter skyrocketed 100% across the country. This demand saw a surge in
increase in the cloud kitchens as well as local players in the market
In this competitive market where there is no dearth of local players selling freshly prepared
idli dosa batter to cater to the consumer demand apart from the branded players like MTR. Indira,
Gits, True Elements, a proper sales and marketing strategy need to be devised.

You are the sales manager handling the business in India. Keeping in mind the various
challenges answer the following questions:

a) What will be your sales and distribution strategy in different markets in India. Give
rationale behind the strategy proposed (20)
b) What will be the important research priorities for you to understand the consumer
consumption and preference for your brand from time to time. (10)
c) How will you enhance the perceived value to command the desired price? (10)

2. India’s electric vehicle (EV) market is expected to grow at a compounded annual growth rate
(CAGR) of 90 per cent in this decade to touch $150 billion by 2030. The Indian EV market is
currently in its infancy and is estimated grow at CAGR of 90 per cent from 2021 to 2030. In
terms of penetration, EV sales accounts for barely 1.3 per cent of total vehicle sales in India
during 20-21. However, the market is growing rapidly and is expected to be worth
more. Keeping in mind the scenario, imagine that you are working in Jeep India. Jeep operates
in a premium segment in Indian market. Driven by the facelift version of SUV Compass in
February 2021 and the locally-assembled Wrangler, Jeep India sold 12,136 units in 2021 as
compared to 5,282 units in 2020. This reflects a 130 per cent growth in its vehicle sales. Jeep
is a part of the portfolio of brands offered by leading automaker and mobility provider
Stellantis. Currently, Jeep brand has two products in its India portfolio -- Compass and
Wrangler.
 Jeep India wants to launch an electric SUV. Tata and MG are already trying to establish the
market in this segment of electric vehicles.
You as a Brand Manager in Jeep for the upcoming EV product line answer the following
questions:
a) What market research will you do to understand the target consumer? Design a small
questionnaire for the same (max 10 questions) (10)
b) What will be the positioning of Jeep EV in minds of consumers. Keep in mind the market,
customer hitch for EVs , competition (20)
c) What important things will you keep in mind while designing the marketing channels for
the brand (10)

3. Enumerate and discuss what are the differentiating marketing strategies you need to
keep in mind for brands operating in rural market. Choose any one product category and
discuss (10)

4. Some brands are born global while others intend to go global once they develop the national
identity. Digitization has reduced the gap to go global to a larger extent in recent time.
Comment on how should Mama Earth go global if they intend to expand their market.
Currently operating only in India and Nepal. How should they prioritize the market and
products in the other global markets (10)