CHAPTER-MARKETING

CASE STUDY BASED QUESTIONS

1. Suyansh is very thirsty. He is in the middle of a desert. Soon he finds a cold drinks’
shop. He goes and purchases three bottles and drinks them to satisfy his thirst. After
drinking the cold drink he realises that it has been developed after analyzing the needs
and preferences of the potential customers. On observing the outer side of the bottle
he finds details like contents, flavour, size, prize, etc.

a)What is ‘Cold Drink’ and ‘Thirst’ here in relation to each other?

b)Identify one feature of marketing which has been highlighted here?

c)How is cold drink a good market offer here?

2. ‘Glowing Products Ltd.’ is a natural and ethical beauty brand famous for offering organic
beauty products for men and women. The company uses plant based materials for its products
and is the No. 1 beauty brand in the country. It not only satisfies its customers but also
believes in overall protection of the planet.
Identify the marketing management philosophy being followed by ‘Glowing Products Ltd.’
3. Arnav is a distributer of tea to far off places. He has opened a company which deals in tea
selling. He has categorized his tea to be sold into three categories: Green, Yellow and Red.
His brother Ramesh on the other hand is running a mobile manufacturing company. His
company strictly produces mobile according to the pre¬determined specifications. The
mobiles of each variety are of same size, looks and performance.

1. In the above case which function of marketing has been highlighted?

2. Name the four advantages of the above highlighted function.

4.A TV manufacturing company is spending substantial amount of money to persuade the

target customers to buy its T.V. sets through advertisements, personal selling and sales
promotion techniques. Identify the element of marketing mix referred here. Explain

5.In a retail store a product was contained inside boxes of dark colour. The outside surface of
boxes were covered by labels which gave information about the product inside the box and
by reading the labels it could also be identified what were the contents of the material. Atul
was one customer who purchased this item. It was an insecticide. There was a picture of a
dead insect and a signal of warning which showed that the product was poisonous and had the
required killing impact on the insects thus attracting attention of Atul and helped him
purchase it. As he carried the product to his house, his neighbour inquisitively asked about
the product in his hand. He told him it was insecticide. On hearing the neighbour reacted
negatively and said that it could be dangerous for children. He fold him that there was
required information printed on the box based on the directives given by the government
which made it mandatory for the company to put warning. Thus labelling helped in acting as
a medium of information between the seller and the buyer.
 a) Which concept of marketing has been highlighted throughout in the above paragraph?
b) Identify the different types of this concept highlighted in the above case.

6. A car manufacturing & selling company has reached its coverage in three continents.
Definitely the client base is huge. The company deals with its clients through selected
showrooms owned by credit worthy people. The channel related decision is a
successful decision of the company. It could have gone for the direct ownership of the
distribution centres but due to the extra amount of finance involved it didn’t prevented
the company from doing so. Recently a car was launched by a company. The
company has decided to make this car available in a new country where the reach is a
little difficult and the company will have to use innovative ideas in one component of
physical distribution. The company is known world over for its innovation in different
areas. When it comes to promotional ideas the company always depends upon one
component of promotion mix which is of paid form and has an identified sponsor.
Doing business is always full of challenges. Last year a competitor blamed the
company for using the above referred component of promotion mix for selling a car
which was not upto the standards but even then people purchased it because of the
promotional efforts made by the company.

a) Which type of channel is used by the car company to reach to its customers?

b) Which factor has resulted in the nature of channel the company has adopted for selling the
cars?

c)Which component of physical distribution has been highlighted in the above case in which
company will have to bring innovation?

d)Which component of promotion mix has been highlighted in the above case which is used
by the company usually?

7. Creation’ is a company which sells beauty products. The company has been the
market leader in this segment for the last ten years. However, the sales of its fairness
cream have come down due to cases of allergic reactions reported by the users from
different parts of the country. The company has been able to make amendments to the
formula to make their product safe for everybody. Its incapability to communicate
with its customers has resulted in the loss of its brand value.

a) Which element of promotion mix should the company use to regain its lost image?

b)Discuss two marketing objectives of this element,

8. Amitabh Bachchan, the legendary bollywood actor is often seen in a television

advertisement of Gujarat tourism. In this particular advertisement he encourages
people to visit Gujarat and spend some time there by quoting a punch line ‘KUCHH
DIN TOH GUZARO GUJARAT MEIN’.
Identify what is being marketed by Mr. Amitabh Bachchan in the above case. Explain