MARKETING STRATEGY-2011 CON. 5921-11
(FURTHER REVISED COURSE ) (3 Hours)
EN-2416 Marks : 60
N.B. 1) Section I is compulsory and carries 20 marks. 2) In section II answer any four questions out of six. Each question carries 10 marks 3) Write both the sections in one answer book. SECTION – I Over a hundred years ago toothpaste came not in squish able plastic tubes but in glass jars; much like those used to store jams and pickles today. And one of the primary ingredients in the toothpowder from a century ago was soap. That‟s right, soap. Not alarming at all if you con sider what the Egyptians and even the Greeks and the Romans used to clean their pearly whites. Try ashes of ox hooves, burnt egg and snail shells and crushed bones among other things. In India oral hygiene meant munching on a piece of bark or root and a quick gargle afterwards, an ancient but somewhat effective method nonetheless. As astonishing as it might seem this is not a history lesson on tooth cleaning. Today Indian consumers have multiple brands and flavors and product features to suit every dental need cherry color (and flavor) pastes for kids and even high-end toothpaste for temperamental teeth. We‟ve come a long way indeed, baby ! now here we are wit h countless brands on shop shelves and over a decade after Brand Equity‟s Most Trusted Brands came i nto being. It was a mere four years ago in 2008 when a toothpaste brand lost its place at the very top of the charts that too after four years of absolute domination. But four years is a long time – time during which Colgate never once relinquished the No 2 spot. And with the right moves and thanks to a few mistakes by the other contender, it has led to the opportunity of a new reign for brand Colgate. So how do they do it? How does a brand over years, and multiple onslaughts from competition, not only maintain its place, but make a dramatic comeback? The answer is intriguingly simple and comes straight from the global chief, who has been with the company for well over three decades, CEO and president, lan Cook, Colgate- Palmolive Co, says , Our goal in very country where we do business is to have relevant offerings to meet the needs of consumers at all levels. We have strived to use our emphasis on basic oral care awareness in rural and urban India to build a bond with the consumer and with dental professionals. By doing this we believe the brand has shaped the oral care category in India, taking it beyond just cavities and expanding it with a product portfolio that now addresses a wide array of consumer oral health needs. Cook refers to initiatives like Oral Health Month which started in 2004 in partnership with the Indian Dental Association (IDA). And to programmes like Colgate‟s Bright Smiles, Bright Futu res initiative that has reached over 95 million school children. Its goal is to educate kids about basic oral care; for instance, why it is important to brush twice daily But for now, the biggest challenge of course has been and will be the task of making Colgate products available in millions of outlets across the length and breadth of the country and that is absolutely critical says Cook. There the company works closely with thousands of small shop owners and local wholesalers to ensure greater availability of its products everywhere. Q.1. Q.2.
what would would be your marketing strategy for the ensuing three years as a Marketing Manager of of Colgate- Palmolive? What role does Colgate – Palmolive Palmolive play in the oral care market in India? What are the defense strategies they can adopt?
Q.3.
What are the various distribution options for their products?
Q.2.
Section II What is the process of creating a competitive advantage in marketing a health drink? Explain giving a suitable example.
Q.3.
what is STPD? How is it useful in devising an effective marketing strategy? Explain with examples from the hair care industry.
Q.4.
What is a new product strategy? Why is it very important to develop a new product strategy? Describe the different types of new products.
Q.5.
what are the different approaches to pricing in a competitive market scenario? Describe each with suitable examples.
Q.6.
Explain are different approaches to pricing in a competitive market scenario? Describe each wit suitable examples.
Q.7.
Write short notes on ANY TWO. A) Igor Ansoff‟s Model B) Internet Advertising C) The purpose of preparing a marketing plan. Elaborate D) Social Marketing
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MARKETING STRATEGY-2010 CON. 5925-10
(FURTHER REVISED COURSE ) (3 Hours)
MR-5904 Marks : 60
N.B. 1) Section I is compulsory and carries 20 marks. 2) In section II answer any four questions out of six. Each question carries 10 marks 3) Write both the sections in one answer book.
1.
Indian Home products Ltd. (IHPL) is a leading manufacturer of consumer products with factories at Bareilly and Nashik. The company is presently engaged in the production of soaps, detergents and cosmetics. Its detergent powder, dual action “Dazzle” has market share next to Surf and Dettol. The company is also manufacturing the best seller range of cosmetics for women under the brand name „Intimate‟ in agreement with Revelon Inc Paris. IHPL has a large distribution network covering all the major towns with a sales force that services about 60,000 retail outlets all over the country. In April 1977, Roger Almedia, Vice President Marketing of IHPL considering the proposal of adding new products to the company‟s already successful product line. The product under consideration were mosquito repellents, optical whiteners hair removers hair dyes and liquid shampoo, In a previous meeting with the Chief Executive and the other marketing
personnel, liquid shampoo was singled out as one product which deserved a closer look in view of its fact acceptance and growth in the Indian market. Mr. Almedia flet a review of this market for the period January-December 1976 based on ORG r etial audits would provide useful insights. MARKET BACKGROUND The all India shampoo market in 1076 was estimated at 1382 Kls. With a growth rate of 6.6 per cent over the previous year Of the four zones which constitute this market the north zone is the largest followed by the east zone with 39 per cent and 28 per cent share of the total market respectively. While the north & east zones show positive growth rate, the market for shampoo declined sharply in the west and south zones. There were over a dozen brands in the market but almost 95% of the market was held by seven major brands. Among these the leader was Tata Shampoo with the marketing share of 30%. The remaining 70% was mostly accounted for by Halo, Tiara, Gleem, Sunsilk, Clinik, and Ponds. While Tata Shampoo was an oil based shampoo, all the others were non-soapy detergent (NSD) shampoo. The cost of production for oil based or soapy shampoos being much lower, Tata Shampoo was priced at less then 50 per cent than that for NSD shampoos. Most brands except Halo showed increase in consumer off-takes over the previous year. Tata Shampoo showed a growth of 1.6 per cent. Sunsilk and Clinik registered an increase of 10-11 per cent Almost 52 per cent of the total off-take of shampoo was from the metros, 32 per cent of off- take was for class I towns, while class II , III and IV towns accounted for the remaining 16 per cent.
All brands except Tata‟s offered more than the variety to the consumer. There were four brand varietied that were currently popular in the market, viz. Egg, beauty, Tonik nad Lemon. This cosmetic etc, under beauty concentrate a Shikakai herbal shampoo. Though offered by only two major brands (Sunsilk and Tiara) is showed promising trends in taking off. One explanation for this could be „natural‟ propertied associated with “Shikakai” as compared to oterh shampoos which were believed to contain chemicals. Mr. Almedia wondered whether this could be the reason for the popularity of Tata Shampoo which was claimed to be formulated from coconut oil. In fact “Shikakai soap” a shampoo soap has proved to be quit popular among certain segments of consumers. Clinic, Halo Hairguard and Tiara‟s Ban Dan were anti -dandruff shampoos. While Clinic was already established, the other two brands were recent launches. In certain stated, dandruff was a major problem and therefore the sale for Clinic was quite substantial. Hindustan Lever had given Clinic a medicated image as compared with Sunsilk which is being promoted on a cosmetic platform COMPETITIVE CLAIM A study of the advertising claims of major brands showed that most brands promised the buyers soft, silky, shining, manageable, beautiful hair. The benefits promised for different varieties were: Egg Beauty Lemon Tonic
For protein nourishment of hair Add luster to normal hair For greasy hair, removed excess oil Gives body to brittle hair and for economy.
CONSUMER SURVERY Mr. almedia felt that the shampoo market in India did have certain characteristics. That the market has grown considerably over the years was evident form the growth of competition and the multiple varieties offered. But the question was to what extent was the consumer aware of these varieties, their benefits and
whether it did actually affect brand choice. He, herefore decided to conduct a short survey in Mumbai to substantiate his earlier findings. It was felt that the actual decision maker and purchaser in most cases were female and therefore the survey was confined to housewives in Mumbai. The main findings of the survey were as follows: 1. 57 per cent of the total respondents were shampoo users. 2. 27 per cent of shampoo users were using Tata Shampoo, 23 per cent Halo, 15 per cent Sunsilk and 12 per cent Tiara. 3. When asked what they liked about the brand they were using perfume, lathering quality and cleaning properties were mentioned as important qualities. 4. An age wise and income wise distribution of shampoo users and non-users showed interesting trends. 5. Tata Shampoo was more popular among the lower spectrum of Shampoo users and among older housewives. 6. Most non-users felt that shampoo contained chemical propertied that led to graying and loss of hair.. the majority of non-users were using Shikakai soap (manufactured by Swastik Household and Industrial Products) to wash their hair. 7. Respondents were shown a card which listed ten important qualities in a shampoo and asked to rate them on a five point scale. Makes hair clean was rated most important with a mean score of 4.7 „Clears dandruff was second with 4.5 other f actors considered important were „Makes hair look healthy‟ and „makes hair smooth and silky‟ (all between 4.3 and 4.4) 8. Egg appeared to be the most popular variety followed by beauty, tonic and lemon in order of Preference 9. An attempt to study brand switching behavior among consumer revealed that (i) shift was more form Tata to other shampoos, (ii) most people who shifted from non-shampoo products to shampoo had moved to Tata Shampoo. Questions: 1. 2. 3. 4.
1. 2. 3.
4. 5. 6.
Should IHPL launch a new liquid shampoo? What are your feelings regarding the growth of this market in the future? Do you think the shampoo market is composed of different segments? What are their unique characteristics? Prepare a marketing plan taking into consideration all factors affecting a product (exbrand name, varieties etc.) Study current shampoo advertising. Based on your observations, development a new and meaningful VSP for a liquid shampoo
SECTION – II Enlist the strategies available in „Tooth Paset‟ market for leaders? Discuss the five force model prescribed by Michael Porter, with reference to “Small Car (2 -5 Lakhs) market” in India Explain the concept of (STDP) with the examples of : a) Videocon – Mobile services b) Videocon – LCD TVs Discuss the importance of pricing strategy in overcoming competition in present business environment with suitable examples? Explain the process of formulation Marketing Strategy? Write short notes on any four of the following :1) Product Strategyy 2) GE matrix
3) Internet Advertising 4) Igor Ansoff Model. **********************************
MARKETING STRATEGY 2009 Con 5349-09
DS-5732 3 (Hours)
N.B. 1)
Max. Marks : 60
Section I is Compulsory and carries 20 marks.
2)
In Section II answer any four question out of six. Each question carries 10 marks.
3)
Write both the Sections in one answer book. Section I
1. Suraj Sharma grew up in a very traditional north Indian family where taking medicines for petty problems were frowned upon. Elders felt that mirror ailments could be cured by appropriate precaution and diet control. Suraj particularly remembered how he was chided for wanting to eat ice creamwhen he had a sore throat. He was not only denied his favorite ice cream but was also given a dose of ginger juice to get over the sore throat . Suraj majored in commerce and rounded it off by doing an MBA in marketing from USA. He returned to india and bought out “Cool Ice Cream Pvt Ltd‟ a company known as a manufacturer of the finest ice cream in India with an All India distribution and very strong Brand Image .
Suraj was visiting his elder sister who stayed in another town when his throat became infected. Out of his old habit ,he gave up ice cream and asked his sister for some ginger juice. his sister, out of sympathy for the dear brother mixed some ginger juice in a bowl of ice cream and Suraj ate the innovative product with great delight . the entrepreneur in suraj told him that this was an excellent marketable product .shortly after returning to his company, suraj instructed his R & D centre at cool ice cream to develop ginger-based ice cream. The product was developed and named Adra Ice Cream and was tested in the market . the concept of an ice cream with ginger, which would protect the throat of those who relished ice cream ,was well received in the market. Suraj soon called a conference of various departmental heads to work out pricing for Adrak Ice Cream . the general manager finance wanted the price to be cost of the product plus 100% profit. The R & D head supported hims vehemently. He added that the product would be copied very soon and cool ice cream would lose the initial advantage and investment for developing the product .the sales team advocated a low price to introduce the product so that the product c oupled gain wide acceptance and penetration In the market . it could get the first mover advantage and win the war of the test e buds. This could create a loyal francise which would be difficult to dislodge by late competitors. The manufacturing manager was not willing to compromise the quality to cut price/cost .he insisted that cool ice cream must maintain its fair brand image at all cost s. the purchase manager pointed out to the difficulties of buying keeping stock of an agricultural product like ginger . he added that this could add to the costs.
Questions:-1) As a marketing consultant what factor would you consider to determine the price for adrak ice cream ? 2) From the marketing logic point of view what pros and cons would you considerprior to giving your view s on the pricing ? 3) What alternate strategies would you suggest as the marketing consultant ? 4) What pricing and distribution strategy would you finally recommend for a all india rollout ? 5) In the ivent of failure in the initial strategy what contingency strategies would you plan for Adrak Ice Cream ? Section II 2. What are the various strategic options that emanate from Product Mix Strategies ?
10
Elaborate with examples for each of the quadrants. 3. Elaborate on Igor Ansoff‟s Mode. What strategies will you recommend for i) Declining market ii) High brand concentration ratio market with very marginal market shares and profit for each of the players ? 4. “The BCG Matrix is a tool that can be very aptly used for Combating Competition “ Ela borate giving your views on strategies that can be effectively generated for the BGC Matrix. 5. Followers get attached for to rapidly growing market ? What are the opportunities and risks in growth market ? 6. Explain growth strategy you will adopt during the slow phase in the economy . 7. Write a short note on any two of the following :--
a) b) c) d)
Distinguishing between Flanking and Guerrilla strategy Internet Advertising and its target Audience Relationship between Positing concept and position strategy Advantages and Disadvantages of Rural Penetration Strategy.
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Con 5328---08 BB – 8534
Marketing Strategy -2008
(3 hours)
total marks :60
N.B. 1) section I is compulsory and carries 20 marks. 2) In the section II answer any four question out of six each questions carries 10 marks. 3)write both question in one answer book. Section – I 1. The following case is based on the company‟s brief released for news circulation. Answer the question set bellow. Note that marks will be given for thought process and supporting theoretical concepts outlined for justification. BSA Motors launches largest range of eScooters in india . BSA Motors, a strategic business unit of Tube investment of india (TII), part of the Rs.9582 crore Murugappa Group, launched five models of BSA eScooters in Chennai recently . the eScoters are manufactured at the BSA Motors new place in Ambattur, with an investment of Rs.200 million for the first phase. The Ambattur plant has an intial production capacity of 150 eScooters a day which can be ramped up to 300 units per day as and when required . the first batch of eScooters has been rolled out from Chennai on 10th November 2008. BSA Motors announced Actress Tamanah, the rising star In south Indian movies as the brand ambassador for BSA eScooters, to create strong linkage with the target audience of the age group between 14 to 30 years. She has acted in trendsetting films like „Happy Days‟ in Telugu and “Kalloori‟ in Tamil. Mr. M.A.Alagappan ,Executive Chairman Murugappa Group launched the product range. The five model of BSA eScooters are : Smile - the most competitively priced eScooters in the country for the age group of 13 to 18 years; 250 W, top speed of 25kmph license and registration is not required for riding this eScooter Diva – First eScooters designed exclusively for girls in the age group of 16 to 20 years; 250W,top speed of 25kmph . license and registration are not required for riding his eScooters Street Rider – Unisex sportz model from teen to twenties; 25W top speed of 25kmph . license and registration is not required for riding this eScooter
Roamer-for working me and women for the age group of 18 to 25 years; 500 W, top speed of 40kmph ,require license and registration. Roamer + -the family eScooter 800W, Top speed of 45kmph required license and registration. Commenting on the occasion , Mr. M.M. Murugappan, Chairman, Tube Investment of India said, We see our entry into the electric two wheeler market as a logical extension of our current business ,from bicycles to electric two wheeler. The eScooter is presently a Rs.450crore market in India and the industry is expected to double in a year‟s time. BSA‟s foray into the eScooters Category helps us to expand our portfolio in the two wheeler market. He also added, “BSA eScooters will undoubtedly be the next big success from TII.” The Ambattur plant will have facility for painting , assembling and testing of eScooters. Key parts like motor , controller, battery ,lamps, wheel discs, tyres & tubes have been sourced from reputed automotive vendors. The plant is required with state-of-the – Art technology with comprehensive full vehicle performance testing with a test track, motorized conveyor assembly line with modern assembly tools. The BSA eScooters are certified by Automotive research Association of India (ARAI) to be used in public roads in India . maintenance free batteries and motors make BSA eScooters 100% trouble free. The BSA eScoores have an efficiency of 82-85% in comparison to petrol run vehicles which has an efficiency of 35-38%. Speaking on the occasion, Mr. Arun Alagappan, senior vice president , BSA Motors, said, “BSA Motors, a strategic business unit was consciously formed to ensure focus and attention to the growing eScooters market in India .The BSA Marketing team is constantly tracking leading style and fashion trends among the youth and their way of life .hence ,care has been taken on every aspects of the marketing mitt to suit it to the target group . he also added , “ Our initial thrust will be in the south Indian market and would be accessible with wide range of dealership network shortly.” BSA Motors has carried out extensive market research to understand customer preferences in terms of features, colors, graphics and product manes. The product has been specifically designed to suit Indian conditions. Every model has gone through extensive tests and validation to suit t the Indian road and weather Each eScooter will have four color options with the exception of Diva which will have five colour options. The unique features of these eScooters models are its protective safety switch, twin passenger foot rest, ergonomically designed seats ,great storage space, side reflections and many more innovative features that are not currently available in the market. The forts of BSA Motors lies in product design and top notch quality. Out of the five models, three models are in 250 watts, one in 500 watts and one in 300 watts. Press advertisement of BSA Motors calling for 40 dealerships in south India had an overwhelming response from 400applicants. Strict criteria were applied for dealer selection and the best 45 applications were selected for the launch phase. BSA Motors initially plans to set up 45 exclusive dealerships before December 2008 in state of Tamil Nadu Andhra Pradesh , Karnataka ,Kerala, Pondicherry and Goa. All BSA Motors showrooms in the country will also have service centers with best in class equipment to provide complete service and satisfaction to the BSA Customers. For effective after sales service, BSA Motors plan to set up a centralized customer care call center .BSA Motors customerscan shortly call on GSM and Toll free VSNL number or SMS for product queries, test rides and service related issues. Questions :
1) According to you what would have been the Criteria applied by BSA Motors for dealer selection ? 2) Assume BSA Motors have announced a price range of Rs, 22,000/ to 36,000/depending on the different models . suggest the pricing for each of the models.justify your answer. 3) According to you, which of the five models will sell maximum and why ? 4) What could be the reason for the initial thrust in the south Indian Markets only by BSA Motors ? Comment on the selection criteria for the Brand ambassador.
2.
3. 4.
5.
6. 7.
Section II In many consumer products companies marketing executive seem to play the lead role in new product planning ,whereas research and development executives occupy this position in firms with very complex products such as electronics. Why do these differences exist ? Segmenting ,targeting , positioning and differentiation hold up the marketing strategy of a firm . discuss this fact by giving examples in the four wheeler market in India . Marketing strategy is a concept developed by the organization with the close participation of all the members including the agencies. Explain and bring out the difference between marketing strategy and marketing management. Pricing of the product has to maintain a fine balance while being optimum to generate profits, affordable to the customer and fair to beat competition. Highlights the importance of setting the objective in the formulating the pricing strategy. Explain porters five forces model and value chain. How it can enhance performance of an organization? Write short note (any two ) a) Harvesting strategy b) New Product – Idea Generation. c) Sales Promotion tool for Personal Selling. d) Distribution Channels for Frozen Foods.
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