Birla Institute of Technology & Science, Pilani

Work-Integrated Learning Programmes Division

First Semester 2023-2024

Comprehensive Examination
(EC-3 Regular)

Course No. : BA ZC411

Course Title : MARKETING
Pattern of Exam : BOTH SCAN & UPLOAD
Nature of Exam : Open Book
Weightage : 40% No. of Pages =7
Duration : 2 ½ Hours No. of Questions = 4
Date of Exam : Saturday, 25/11/2023 (AN)
Note:
1. Please follow all the Instructions to Candidates given on the cover page of the answer book.
2. All parts of a question should be answered consecutively. Each answer should start from a fresh page.
3. Assumptions made if any, should be stated clearly at the beginning of your answer.

Q.1 ITC is a well-known consumer goods company of the country. ITC’s range of bathing soaps
include Superia, Savlon, Vivel and Fiama. The different versions available under each category
are given below.

Supereia is promoted as the soap for popular market. It has the following variants which are
available at around Rs. 30 for a 100 gm. Bar in the market.

Gangajal Silk Lemon and Mint oil 2. Gangajal Silk Saffron and Milk Cream 3. Gangajal Lemon and
Mint Oil 4. Gangajal Neem and coconut oil 5. Gangajal Rose and Walnut oil 6. Gangajal Sandal and
Almond Oil

Savlon is marketed with the proposition of “Tough on germs. Gentle on Skin.” Savlon has the
following variants. The promise associated with each variant is mentioned along side.
1. Savlon Glycerine Soap : Germ protection wirh gentle moisturising
2. Savlon Aloe Vera: Germ protection with natural moisturiser
3. Savlon Double Strength: Germ protection with active silver
Savlon is promoted with a sentimental TV commercial featruring young, aspiring
sportspersons with the tagline “Bharosa Maa ka.” ( As trustworthy as a mother).

Vivel comes in seven variants. They are cool mint, mixed fruit, Green Tea, Aloe Vera, Lotus oil,
Glycerine+Almond and neem+turmeric. The brand is promoted with a young woman who is able to
successfully fight the dust and grime of the day. The tagline of the brand is “Ab Samjhauta Nahin”
(No more compromises).

Fiama is promoted as a foamy, fresh, fun gel bar ( not a soap apparently, though most customer
would see it as one). It is described as the gel bar whose skin conditioners work magiv to give you
soft, moisturised skin. Its exotic natural ingredients and refreshing long lasting fragrance will uplift
your mood and make your day brighter. The different versions available within Fiama include
Lemongrass+Jojoba, Frangipani and Almond Cream, Peach and Avocado, Black Currant and
Bearberry, Patchoulli and Macademia. There is Fiama Gel Bar targeted at Men also. Fiama is
promoted as the brand “which lifts every one’s moods with nature’s goodness.” (Sabka mood lift
kare with nature’s goodness.)
The packges of different models are given here.
 a. Prepare a table outlining the elements of marketing mix (Product, price, promotion)
employed by the company for each range of products i.e. Superia, Savlon, Vivel and Fiama.
(3)
b. Which customer segments are being targeted by each brand? What is the POD (point of
difference) the company has created for each brand? (4+4)
c. Comment on the relevance of the points of difference with respect to the corresponding
customer segments (4)

Q.2 A television manufacturing company has a two-tier channel comprising distributors and
retailers. (Manufacturer-Distributor – Retailer- Customer). The company offers the following
prices and schemes to its distributors and retailers.
Distributor Billing price (from company to distributor) = Rs. 20,000
Retailer Billing Price (from distributor to retailer) = Rs. 20,100
Distributor Scheme (offered by the company to the distributor) = Rs. 300 per TV set.
Retailer Scheme offered by the company to retailer1 selling 50 TVs a month = Rs. 100 per TV Set
Retailer Scheme offered by the company to retailer2 selling 100 TVs a month = Rs. 500 per TV set
The TV set sells in the market for Rs. 20,400. The cost of the TV set to the company is Rs 19000.
Find the following
a. The Company Retention, Landed Costs for Retailer1 and Retailer2 and Distributor Landed
Costs. Assume that the distributor would qualify for the scheme. Please note that company
retention would have two answers based on the retailer to whom sale is being made. (4)
b. The margins (in Rs.) made by the company, retailer1, retailer2, and the distributor. (4)
c. A significant difference in the unit scheme amounts could lead to market disturbances.
Comment in the light of the above example. (2)

Q.3 Evaluate the Colgate’s package in the light of packaging objectives. (8)
Q.4 Discuss the following ad using the Macro model of communication. (7)
The model is the south Indian cine actress Samantha.