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MR QUIZ 1 TOTAL MARKS: 32
TOTAL TIME: 32 mins
Word limits are to be maintained stritl!" #$ere%er mentioned& T$ere #ill be se%ere 'enalt! 'oints (or e)eedin* #ord limits+ All ans#ers $a%e to be #ritten in one A, si-e s$eet S'end more time in readin* and .nderstandin* t$e /.estions& Ans#ers s$o.ld be s$ort
Q1. For each of the following following Marketing Marketing situations, state" *i%in* reasons , whether you will do a primary research in the form of Q.alitati%e Resear$ OR Q.antitati%e Resear$ OR 0ot$ OR one onl! some Seondar! resear$ #ill be eno.*$+ . In case you mention “oth! Quantitati"e and Qualitati"e Research are re#uired, mention which one will $e done first %or may$e, “oth! can $e done simultaneously&'
a. ()* is planning planning to launch launch a fairness fairness cream cream and it has the produc productt and packagin packaging g format format ready %after researching them'. It has also researched possi$le $rand names and has finally arri"ed at two + Fair ) *low, Fair ) hine. ()* now wants to finali-e, which $rand name to go ahead with
$. /0 is planning planning to change change the positioni positioning ng of o"e. 2hey 2hey would want want to generate generate a large large num$er of ideas for the new positioning and then finally shortlist one
c. I23 has launched launched %4ust %4ust a test launch&' launch&' its new detergent detergent powder powder in Madurai Madurai and 5sansol 5sansol.. 5fter 67 days of launch, I23 wants to know 5wareness, 2rial and Repeat purchase of the $rand. It also wants a detailed feed$ack of its product features among a few who ha"e already started using it regularly
d. 5 mid8down9 mid8down9mar market ket restaura restaurant nt chain of pain 9 “ala! “ala! wants wants to start start up operat operation ionss in India, India, targeting the middle class 8 lower9middle class families of India. 5s a first step it wants to decide whether to keep the same $rand name in India or e:plore new options of $rand name
Ma) 34 #ords (or ea$ ans#er" 3 MARKS (or ea$" i&e& 12 MARKS Q6. In a longitudinal study, ;77 consumers were asked which $rand of soap they purchased the last time. 2his was done once in the month of 5pril and then in the month of
0RA5 6UR78ASE5 I A6RIL rand 5 rand rand 3 rand Total
ased on the a$o"e data, compute the following i' @hic @hich h $ran $rand d has has los lostt ma: ma:im imum um sha share re and and whi which ch one one has has gai gaine ned d the the mos mostA tA ii' 5rrange 5rr ange the four four $rand $randss 5, 5, , 3 and and in in the the order order of $ran $rand d loyal loyalty ty + most most loyal loyal to least least loya loyal. l. iii' iii' From From whic which h $rand $rand has 3 gain gained ed the the mos mostA tA 5nd 5nd to to whic which h one one has has it it lost lost mos mostA tA i"' i"' 3an 3an you iden identi tify fy a "olat "olatil ile e $rand $rand here here %gai %gaini ning ng a lot from from othe others rs and and also also losin losing g a lot lot to others'A From the a$o"e answers and from your o$ser"ations with the data, what can you conclude a$out these four $rands %assuming there are no other $rands in the market'A %B7 M5RC'
