201 : (GC-07) MARKETING MANAGEMENT (2019 Pattern)

Q1. Short answers

a) Define premium pricing.
Ans= Premium pricing refers to a pricing strategy where a company sets higher
prices for its products or services compared to competitors in the market. This
pricing approach is typically adopted when a company wants to position itself
as a high-quality, exclusive, or luxury brand and is willing to charge a premium
for the perceived value it offers. Premium pricing can be advantageous for
companies as it allows them to generate higher profit margins, enhance brand
image and exclusivity, maintain a sense of luxury or prestige, and create a
perception of superior value.
b) State the concept of 'Brand Equity'.
Ans= Brand equity refers to the commercial value and strength of a brand in
the marketplace. It represents the intangible assets and positive associations
that a brand possesses, which can influence customer perception, preference,
and purchase decisions. Brand equity is built over time through consistent
brand experiences, customer satisfaction, and effective marketing efforts.
There are several key components that contribute to brand equity:
 Brand awareness
 Brand image
 Brand association
 Brand loyalty
 Brand perceived quality

c) Memorize the concept of marketing control.

Ans= Marketing control refers to the process of monitoring and evaluating
marketing activities and outcomes to ensure that they align with organizational
goals and objectives. It involves measuring and assessing the effectiveness and
efficiency of marketing strategies, tactics, and initiatives, and making necessary
adjustments to improve performance. The purpose of marketing control is to
track and evaluate the implementation and results of marketing plans, identify
deviations from the desired outcomes, and take corrective actions when
needed.
d) Enlist different levels of product.
Ans= Different levels of a product refer to the various layers or dimensions that
make up the overall offering or value provided to customers.
 Core product
 Actual product
 Augmented product
 Expected product
 Potential product

e) Recall the concept of marketing channel.

Ans= The concept of a marketing channel, also known as a distribution channel
or a channel of distribution, refers to the path or route through which products
or services flow from the producer or manufacturer to the end consumer. It
encompasses the various intermediaries, such as wholesalers, retailers, agents,
and logistics providers, involved in the process of getting products or services
from the point of production to the point of consumption. Marketing channels
play a crucial role in connecting producers with customers and facilitating the
efficient exchange of goods and services.
f) Define the term 'personal selling'.
Ans= Personal selling refers to a promotional method in which a salesperson
directly interacts with prospective customers to influence their purchasing
decisions and facilitate the sale of a product or service. It involves building
relationships, providing information, addressing customer needs, and
persuading individuals or organizations to make a purchase. Personal selling is
commonly used in various industries, including B2B (business-to-business)
sales, real estate, financial services, automotive sales, and high-value
consumer goods.
Q.2 Solve any two of the following : [10]
a. Compare between FMCG and Industrial product.
Ans= FMCG (Fast Moving Consumer Goods) and industrial products are two
distinct categories of products with different characteristics and target
markets. Here are some key points of comparison between FMCG and
industrial products:

1. Nature of Products:
- FMCG: FMCG products are typically low-cost, perishable or non-durable
goods that are consumed or used frequently by consumers. Examples include
food and beverages, personal care products, household cleaning items, and
toiletries.
- Industrial Products: Industrial products, on the other hand, are typically
high-cost, durable goods that are used as inputs in the production process by
businesses. Examples include machinery, equipment, raw materials,
components, and supplies.

2. Target Market:
- FMCG: FMCG products are targeted at individual consumers or households.
They are generally purchased for personal use, convenience, or immediate
consumption.
- Industrial Products: Industrial products are targeted at businesses,
organizations, or industrial buyers. They are used in manufacturing,
construction, and other industrial processes.

3. Purchasing Decision:
- FMCG: Consumers usually make purchase decisions for FMCG products
based on factors like price, brand reputation, quality, convenience, and
personal preferences. These purchases are often made frequently and involve
less complexity.
- Industrial Products: The purchase of industrial products involves more
complex decision-making processes. It requires careful consideration of
technical specifications, compatibility with existing systems, performance
requirements, long-term cost-benefit analysis, and supplier relationships.

4. Sales and Distribution Channels:

- FMCG: FMCG products are typically sold through a wide range of
distribution channels, including supermarkets, convenience stores, online
retailers, and wholesalers. Mass advertising, promotions, and point-of-sale
displays are commonly used to reach and attract consumers.
- Industrial Products: Industrial products are often sold through more
specialized channels such as direct sales, distributors, and business-to-business
(B2B) transactions. Sales processes involve negotiation, product
demonstrations, technical consultations, and long-term relationships with
industrial buyers.

5. Marketing Strategies:
- FMCG: FMCG marketing focuses on creating strong brands, building
consumer awareness, and influencing purchase decisions through advertising,
promotions, packaging design, and consumer engagement.
- Industrial Products: Industrial product marketing emphasizes technical
specifications, performance benefits, reliability, after-sales service, and building
relationships with industrial buyers. Trade shows, industry publications, and
targeted marketing efforts are commonly used.

6. Purchase Frequency and Volume:

 - FMCG: FMCG products are characterized by high purchase frequency, as
they are consumed or replenished regularly by consumers. However, individual
purchases are usually small in volume.
- Industrial Products: Industrial products are purchased less frequently, as
they are often long-lasting or used in bulk quantities. Purchase volumes are
typically higher due to the requirements of industrial production processes.

b. Compare and contrast product Vs Brand.

Ans= Product and brand are two distinct concepts within marketing. Here's a
comparison and contrast between the two:
Product: A product refers to a tangible item, service, or idea that is offered to
satisfy customer needs or wants. It can be a physical object, such as a
smartphone, or an intangible service, such as consulting or insurance.
Characteristics:
1. Tangibility: Products are physical entities that can be seen, touched, or
experienced.
2. Functionality: Products are designed to perform specific functions or provide
specific benefits to customers.
3. Differentiation: Products can be differentiated based on features, quality,
performance, or price.
4. Lifecycle: Products have a lifecycle that includes stages of introduction,
growth, maturity, and decline.
5. Core Attributes: Products are primarily associated with their functional
attributes, such as performance, design, usability, and features.

Brand: A brand represents the overall perception, reputation, and image of a

company, product, or service in the minds of consumers. It encompasses the
emotional, psychological, and symbolic associations that customers have with
the offering.
Characteristics:
1. Identity: A brand has a distinct identity that sets it apart from competitors
and makes it recognizable.
2. Reputation: Brands have a reputation built on factors such as quality,
reliability, trustworthiness, and customer experiences.
3. Emotional Connection: Brands evoke emotions and create a sense of loyalty,
trust, and affiliation among customers.
4. Brand Promise: Brands make promises and deliver on a set of values,
benefits, and experiences that customers expect.
5. Brand Equity: Brands have equity, which represents the commercial value,
recognition, and strength of the brand in the marketplace.

Comparison:
1. Relationship: Products and brands are related, as a brand often
encompasses multiple products or services.
2. Intangibility: While products are tangible, brands are intangible and
represent perceptions and associations in the minds of consumers.
3. Focus: Products primarily focus on functional attributes, while brands
encompass emotional, symbolic, and experiential aspects.
4. Differentiation: Products can be differentiated based on specific features,
while brands differentiate themselves through reputation, values, and
customer perceptions.

c. Explain push & pull strategy used in Marketing

ans= Push and pull strategies are two different approaches used in marketing
to promote and distribute products to target customers. They involve distinct
methods of communication and distribution channels. Here's an explanation of
push and pull strategies:
 Push Strategy:
In a push strategy, the focus is on pushing the product through the distribution
channel from the producer to the end consumer. Manufacturers or producers
use various promotional and selling activities to persuade intermediaries, such
as wholesalers, retailers, and distributors, to carry and promote their products.
The goal is to create demand from the intermediaries, who then push the
product forward to the consumers.
Key characteristics of a push strategy include:
 Emphasis on intermediaries
 Trade promotions
 Distribution focus

Pull Strategy: In a pull strategy, the focus is on creating consumer demand and
generating interest and desire for the product. The marketing efforts are
targeted directly at the end consumer to pull them towards the product. By
creating a strong brand image, awareness, and consumer demand,
manufacturers aim to attract consumers, who then demand the product from
intermediaries.
Key characteristics of a pull strategy include:
 Consumer-oriented
 Advertising and promotion
 Retailer demand

Q3) a) You are appointed as a marketing manages of an electronic company.

Design suitable distribution channels for the company.
Ans= As the marketing manager of an electronic company, designing suitable
distribution channels involves determining the most effective and efficient way to
get your products into the hands of your target customers. Here are some steps to
consider when designing distribution channels for your electronic company:
1. Analyze Customer Needs and Preferences:
- Understand your target customers and their buying behaviors.
- Identify their preferred purchasing channels, such as retail stores, online
platforms, or a combination of both.
- Determine their expectations regarding convenience, product availability, and
after-sales service.

2. Assess Market and Industry Factors:

- Evaluate the competitive landscape and distribution strategies of competitors.
- Consider the size and characteristics of the market, including geographic
factors and customer segments.
- Analyze industry trends, technological advancements, and changes in customer
preferences.

3. Identify Potential Distribution Channels:

- Explore various distribution options, including direct and indirect channels.
- Direct channels: Consider selling directly to customers through company-
owned stores, e-commerce platforms, or a combination of both.
- Indirect channels: Evaluate partnerships with retailers, wholesalers,
distributors, or online marketplaces.

4. Evaluate Channel Partners:

- Conduct a thorough assessment of potential channel partners based on their
reputation, reach, customer base, and ability to effectively sell and support your
products.
- Consider their expertise in the electronic industry, existing distribution
network, and their alignment with your company's values and goals.
5. Select the Optimal Channel Mix:
- Determine the combination of distribution channels that best aligns with your
target customers' preferences and market dynamics.
- Consider factors such as product type, customer segmentation, geographical
coverage, and cost-effectiveness.
- Assess the pros and cons of each channel option in terms of control, reach,
customer experience, and profitability.

6. Develop Channel Management Strategies:

- Establish strong relationships with selected channel partners through clear
communication, training, and support.
- Provide incentives and support programs to motivate channel partners and
enhance their performance.
- Regularly monitor and evaluate the performance of channel partners, ensuring
they meet agreed-upon standards and objectives.

7. Implement and Monitor:

- Execute the chosen distribution channels and monitor their performance
closely.
- Collect feedback from customers, channel partners, and internal teams to
identify areas for improvement and make necessary adjustments.
- Continuously analyze market trends, competitive dynamics, and customer
feedback to adapt and optimize your distribution strategy over time.

b) A popular FMCG company is planning to plan launch a new brand of

Antiseptic liquid. design suitable distribution channels for the product.
Ans= When planning the distribution channels for a new brand of antiseptic liquid
under an FMCG company, several factors should be considered to ensure efficient
and effective distribution. Here are some steps to design suitable distribution
channels for the product:

1. Understand the Target Market:

- Identify the target market segments for the antiseptic liquid, such as
households, healthcare facilities, or industrial settings.
- Analyze customer preferences, buying behaviors, and their preferred channels
of purchase for similar products.

2. Evaluate Channel Options:

- Direct Selling: Consider selling the antiseptic liquid directly to consumers
through company-owned online platforms or physical stores. This allows for better
control over the product and customer experience.
- Retail Partnerships: Assess the potential of partnering with retail chains,
supermarkets, pharmacies, or convenience stores to reach a wider customer base.
- Wholesale Distribution: Explore working with wholesalers who can distribute
the product to smaller retailers or businesses.

3. Identify Key Channel Partners:

- Research and select potential channel partners based on their market reach,
customer base, and expertise in FMCG distribution.
- Consider the reputation, reliability, and financial stability of potential partners
to ensure smooth distribution.

4. Develop a Hybrid Distribution Approach:

- Consider a combination of direct and indirect distribution channels to maximize
market coverage and accessibility.
- Direct channels can be utilized for online sales or exclusive distribution through
company-owned stores.
- Indirect channels can be used to reach a broader customer base through retail
partnerships and wholesale distribution.

5. Plan for Supply Chain Management:

- Establish efficient supply chain processes to ensure timely delivery, inventory
management, and order fulfillment.
 - Collaborate closely with channel partners to streamline logistics and minimize
lead times.

6. Provide Marketing and Sales Support:

- Develop marketing materials and promotional campaigns to create awareness
and generate demand for the new brand of antiseptic liquid.
- Support channel partners with training, marketing collateral, point-of-sale
displays, and incentives to drive sales.

7. Monitor and Evaluate Performance:

- Regularly assess the performance of each distribution channel and channel
partner based on sales data, market feedback, and customer satisfaction.
- Make adjustments as needed to optimize the distribution strategy, such as
expanding or refining channel partnerships or reallocating resources.

Q4) a) Develop an Integrated marketing communication plan (IMC) for launching

Hindi Quiz show an popular Hindi Television channel. Make suitable
assumptions.
Ans= Assumptions for the launch of the Hindi Quiz show on a popular Hindi

Television channel:
1. Target Audience: The target audience for the Hindi Quiz show is Hindi-
speaking individuals in India, primarily aged 18-45 years, who have an interest
in quiz competitions, trivia, and entertainment.
2. Objectives:
- Increase viewership and ratings for the Hindi Quiz show.
- Generate buzz and excitement around the show.
- Build brand awareness and perception for the television channel.
- Encourage audience engagement and participation.
3. Integrated Marketing Communication (IMC) Plan:
a. Television Advertising:
 - Develop engaging and visually appealing TV commercials promoting the
Hindi Quiz show to air on the television channel and other popular Hindi
channels.
- Feature snippets of exciting quiz rounds, charismatic hosts, and prizes to
capture audience attention.
- Schedule commercials during prime-time slots and other relevant programs
to reach the target audience effectively.
b. Print Media:
- Place advertisements in popular Hindi newspapers and magazines targeting
the desired demographic.
- Advertise through full-page ads, inserts, or special features focusing on the
show's unique format, engaging hosts, and attractive prizes.
- Collaborate with newspapers or magazines to run exclusive contests or trivia
related to the show.
c. Digital Marketing:
- Develop a dedicated show website with interactive features, show details,
quiz samples, and registration information.
- Leverage social media platforms like Facebook, Instagram, and Twitter to
create buzz, share engaging content, and run interactive quizzes to involve the
audience.
- Utilize paid advertising on social media to target the Hindi-speaking
audience with show promos, behind-the-scenes videos, and contestant
spotlights.
d. Outdoor Advertising:
 - Display eye-catching billboards, hoardings, and posters in high-traffic areas,
including shopping malls, public transport stations, and popular landmarks.
- Utilize digital signage and LED screens in urban centers to showcase show
highlights, contestant profiles, and upcoming episodes.
e. Public Relations:
- Conduct press releases and media briefings to announce the launch of the
Hindi Quiz show.
- Organize press conferences, inviting prominent media outlets and influential
bloggers for interviews with the show's host and producers.
- Leverage media partnerships to secure coverage in print, online, and
television media outlets.
f. On-Air Promotions:
- Run promotional spots during other popular shows on the television
channel to generate intrigue and drive tune-in.
- Incorporate cross-promotions, where hosts and participants of the Hindi
Quiz show make guest appearances on other programs.
- Launch teaser trailers and countdowns to build anticipation for the show's
premiere.
g. Audience Engagement:
- Develop an interactive mobile app or website allowing viewers to play along
with the quiz questions while watching the show.
- Encourage audience participation through social media contests, where
viewers can answer quiz questions and win exclusive merchandise or meet-
and-greet opportunities.
 - Implement SMS or online voting mechanisms to involve the audience in
selecting favorite contestants or determining winners.
h. Sponsorship and Partnerships:
- Seek brand sponsorships to support the Hindi Quiz show, integrating their
products or services through product placements, prizes, or on-air branding.
- Collaborate with popular Hindi influencers or celebrities to endorse and
promote the show on their social media platforms, further expanding the
reach.
4. Budget Allocation:
- Allocate an appropriate budget to each communication channel based on
their effectiveness, reach, and relevance to the target audience.
- Prioritize television advertising, digital marketing, and on-air promotions, as
they directly engage the television channel's existing viewership.
5. Evaluation:
- Continuously monitor and measure the success of the IMC plan through key
performance indicators such as viewership ratings, social media engagement,
website traffic, and audience participation.
- Analyze feedback from the target audience and make adjustments to the
marketing communication strategies based on the insights gained.

Q5. Design a marketing plan for a company launching Electric scooter in India.
ans= Marketing Plan for Launching Electric Scooters in India:
1. Executive Summary:
 - Provide an overview of the company and its objective to launch electric
scooters in India.
- Highlight the market potential, competitive landscape, and the company's
unique value proposition.

2. Market Analysis:
- Conduct a detailed analysis of the electric scooter market in India, including
market size, growth potential, and key trends.
- Identify target customer segments, such as urban commuters, eco-conscious
individuals, and delivery services.
- Analyze the regulatory environment, government incentives, and
infrastructure development supporting electric mobility.

3. Competitive Analysis:
- Identify and evaluate existing competitors in the Indian electric scooter
market.
- Analyze their product offerings, pricing, distribution channels, brand
positioning, and marketing strategies.
- Identify gaps and opportunities for differentiation and competitive
advantage.

4. Target Market and Positioning:

- Define the target market segments based on demographics, psychographics,
and behavior patterns.
 - Develop a positioning strategy that highlights the unique features, benefits,
and value proposition of the electric scooters.
- Position the brand as an environmentally friendly, cost-effective, and
convenient mobility solution.

5. Product Strategy:
- Define the product line and variations of electric scooters to cater to
different customer needs and price points.
- Emphasize key product features such as range, battery performance,
charging time, safety features, design, and connectivity.
- Conduct thorough testing and certification to ensure compliance with Indian
standards and safety regulations.

6. Marketing Communication:
- Develop a comprehensive marketing communication strategy to create
awareness and generate demand for the electric scooters.
- Utilize various channels such as television, digital marketing, social media,
print media, and outdoor advertising.
- Leverage influencer marketing and strategic partnerships to increase brand
visibility and credibility.
- Develop engaging content, including videos, blog posts, and customer
testimonials, to educate and attract target customers.

7. Distribution Strategy:
 - Establish a distribution network that ensures easy availability of electric
scooters across key cities and regions.
- Explore partnerships with authorized dealerships, retailers, and online
platforms to reach the target market effectively.
- Set up experience centers or showrooms to allow customers to test ride and
experience the electric scooters firsthand.

8. Pricing and Promotion Strategy:

- Determine competitive and attractive pricing strategies that consider the
cost of production, market demand, and profit margins.
- Implement promotional campaigns such as introductory offers, discounts,
and referral programs to stimulate sales and customer adoption.
- Leverage digital platforms and social media to create engaging content, offer
incentives, and encourage user-generated content.

9. After-Sales Service and Support:

- Develop a robust after-sales service network to address customer queries,
provide maintenance support, and ensure customer satisfaction.
- Offer warranty programs, service packages, and easy access to spare parts to
build trust and long-term customer relationships.

10. Evaluation and Monitoring:

 - Set key performance indicators (KPIs) to measure the success of the
marketing plan, such as sales volume, market share, customer satisfaction, and
brand awareness.
- Continuously monitor market trends, customer feedback, and competitor
activities to make necessary adjustments and refinements to the marketing
strategy.

11. Budget Allocation:

- Allocate an appropriate budget for each marketing activity, considering the
target market, promotional channels, and desired outcomes.
- Regularly review and adjust the budget allocation based on the
performance and effectiveness of different marketing initiatives.

12. Implementation Timeline:

- Create a detailed timeline with specific milestones and deadlines for each
marketing activity.
- Assign responsibilities to the marketing team, ensuring clear
communication and coordination among team members.