Marketing Analysis for Business Decisions Semester I( Part Time


Date of Examination: January 17, 2009 Duration of Examination: 3 Hrs Maximum marks: 60

INSTRUCTIONS TO CANDIDATES • • • • This is a closed book examination Attempt any three from Section A Section B is compulsory Marks for each question are shown in parenthesis

Section A: Answer any 3. 1. What is the relevance of segmenting, targeting and positioning processes in developing marketing strategy? As the Marketing Manager of Whirlpool, India, explain how you would apply the various segmentation variables to segment the Washing machine market. (10 Marks) The promotion-expenditure strategy for a product in the growth stage of the product life cycle will be different from that for a product in the maturity stage. Discuss with examples. (10 Marks) What relevant influencing factors would you consider while designing an appropriate distribution channels. Explain with examples the differences in distribution channels of typical consumer and industrial product. (10 Marks) Discuss factors that influence pricing decisions and the different pricing methods. Also suggest the appropriate pricing strategies for various stages of Product Life Cycle. (10 Marks)




Section B: CASE: Patchouli, the new aroma of hope for farmers. It is a sticky sweet smelling plant that is representing new hope for Indian farmers and perfumers. The cultivation of ‘Patchouli’, used to produce essential oils for perfume and related industries, is being grown in Karnataka, largely in and around Mangalore. The domestic essential and aromatic oils industry is a Rs500-600crore business but he oil has applications in perfumes, agarbattis, soaps, deodorants, and talcum and even has a flavors segment that caters to various foods and pharmaceutical products.


who have established a plant in India near Bangalore. The company charges a nominal Rs2 for rooted cuttings and Rs5 for rooted & cultured plants as there is a lack of enthusiasm among farmers when these are supplied free. exchange rate fluctuation. Its subsidiary Keva Biotech guarantees farmers Rs20 per KG of dried biomass roughly translating to Rs40000 per acre of patchouli crop and technical advice provided free. Patchouli is not eaten by cattle and does not require pesticides. although the requirement by Keva Biotech itself is 30 tonnes (met by imports). SHK(SH Kelkar) & Co. and supplies in small quantities. SHK’s turnover has just reached 10 tonnes. (30 Marks) 2 . Mentha Citrate etc The company also maintains a green house and a four acre garden that profiles the growth of the patchouli plant in different stages. Anthurium. Theses can be replaced by stem cuttings from the original plant. Worldwide the actual consumption of patchouli oil is 1000 tonnes and domestic consumption accounts for 70 to 80 tonnes. customs duty and certain supplies from abroad are reasons why the company is spending on R&D.Globally. Givudan Roure. The company’s research found that drip irrigation doubled the yields. The Indonesian forest fire. The small fee has galvanized farmers into making its cultivation pay. the trade in medicinal and aromatic plant products is estimated at $60billlion. SHK has identified export market in France and other 40 countries. The company provides free transport if the consignment is more than 1 tonne. various herbs and irrigation methods. And the same plants used for three years. The plane is largely produced in Indonesia and farming it in India for exports can be lucrative. The company also supplies to multinational fragrance company. Question: Discuss the marketing strategy adopted by SHK. Patchouli crops can be harvested 3 to 4 times a year. On the other hand. The company is also working on other aromatic plants such as Stevia (also an ayurvedic herb). is one such Indian patchouli trading unit.

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