International Marketing Sales Management Marketing Strategy

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Course: Brand Management
Internal Assignment Applicable for June 2018 Examination
Assignment Marks: 30

Q1. Patanjali is an Indian brand of Ayurvedic, herbal and wellness products. In 2014 Patanjali was already competing with The Himalaya Drug Company which was then in the Rs 1500 crore turnover range, with targets around 12% growth. Himalaya however, is a much older company than Patanjali, founded in 1937, though it started thinking of itself as an FMCG player only as late as 2009. It has also expanded beyond pharma to wellness and personal care, has its own stores, sells online a very similar journey in fact. In that context, Patanjali s growth is indeed commendable. (Biotique is a beauty brand also based on the Ayurveda platform but has not expanded its product range.) Its growth becomes even more astounding when we look at Patanjali s revenue declaration for FY 2016-17, where the brand clocked a revenue of INR 10,000 Crore. Baba Ramdev declared that he was on a MNC bhagao mission, and that Patanjali would take over as the largest brand in a year or two, eventually wiping out MNCs. There haven t been that many new, successful entrants in the FMCG world in the recent past at the national level. Barriers to entry are the high cost of awareness required for a national brand (read celebrity endorsements and mainstream TV advertising), managing a sophisticated network and uniform quality control. A big cost saver for the brand was that they didn t need to spend on advertising in the initial years because of the high brand recall of Baba Ramdev whose popular TV show and public appearances had gained him mass media awareness at a very low cost. The brand has now launched a series of advertisements about its various products the most famous being the Dant Kanti Ad which openly takes on other toothpaste brands. It is a separate matter that many of Patanjali s ads are reported for being misleading and challenged in Court.
After entering and expanding in the food and grain market in the last two years. Patanjali has announced to enter in the apparel sector with the prospective launch of Patanjali Jeans and expand its presence in the fast food sector, by opening Quick Service Restaurants which would provide over 400 vegetarian fast food items.

Critically analyze the brand extension strategy of Patanjali with respect to whether it would have positive effects on the brand? What are the risks associated with such a strategy for Patanjali? (10 Marks)

Q2. Lenskart is India s one of the biggest eyewear company. It was founded in 2010 by Peyush Bansal. Lenskart is India s first eyewear online portal that offers an excellent service of providing eye glasses and lenses. After becoming the number one online store for eyewear in India Lenskart has also started offline stores throughout the country. Peyush Bansal is the founder and CEO of Lenskart. He was born on 26 April 1985, and went to McGill University, for graduation in the branch of Electrical IT, Control & Automation. After that, he did his post graduate diploma in entrepreneurship at IIM Bangalore. After his studies, he went to the USA and worked for Microsoft Corporation as a Program Manager. He worked there for one year and came back to India to pursue his dream of becoming an entrepreneur. After returning to India he began his journey as an entrepreneur and started an online classified business with a website called searchmycampus targeted to college students. While this business was going well Peyush conceived an idea of selling specs online in India. Lenskart also operates in countries like Australia, US, UK and many other countries.The main objective of Lenskart is to providing high-quality eyewear to millions of Indians at affordable prices, giving free eye check ups at home and by extending the services to the remote corners of India.

The biggest challenge that Lenskart faced was to persuade the customers to rely on online store as an alternative way of purchasing. The company needed to change the pre-set traditional mindset of people and instill confidence in them that they sell quality eyewear products at prices better than their brick-and-mortar counterparts. The company raised 4 million Dollars in the first round of funding in 2011 from IDG. Then in 2013 company raised 10 million dollars from Ronnie Screwvala-led Unilazer Ventures Pvt. Ltd. In the third series of funding in 2015 Lenskart had raised 22 million dollars from TPG Growth. Hong Kong-based TR Capital and existing investor IDG Ventures. In the last round of Investment Company raised Rs.400 crore from World Bank arm IFC, Ratan Tata, and Infosys co-founder Kris Gopalakrishnan. Analyze the marketing strategy of Lenskart? What are some of challenges it faces and how can it overcome them? (10 Marks)
Q3. Cinthol, a heritage brand from Godrej Consumer Products Ltd, has prospered in the highly competitive bathing soap market in India as the brand has managed to keep pace with changing consumer preferences through marketing actions. After three decades with a single product under the brand name Cinthol, in 1968, the company introduced New Cinthol in a new package, fragrance an shape. An new advertising campaign was designed for New Cinthol, which was positioned on the freshness platform. Subsequently, variants of the brand, such as Cinthol lime, Cinthol fresh, Cinthol cologne, Cinthol deo and Cinthol Fresh Aqua, were launched. The brand gradually extended to include deodorant sprays and talcum powder.The primary target for the brand has been the Indian male,and the company has used well-known male film stars as brand ambassadors to communicate the brand promise of confidence that comes from the freshness and deodarising properties that Cinthol offers. The brand depicts the active outdoor man as the context for brand communications. Cinthol has changed its portfolio, communication strategy and execution, and the packaging and other marketing mix elements to keep the brand contemporary. The brand core promise of freshness and protection that gives self-confidense to the user, however, has remained consistent. The current campaign tries hard to push the brand into the youth space. Created by Creativeland Asia, the TVC depicts a few youngsters enjoying the product at various water bodies, highlighting the new tagline, 'Alive is Awesome'. Sajan Raj Kurup, founder and creative chairman, Creativeland Asia says that the new campaign is an experiential one which will go beyond traditional media. "Over the years, I have seen Cinthol stand for an invigoratingly cool and alive soap brand. I felt that it's time Cinthol claimed back its standing in the experiential era. It celebrates and recognises a more adventurous and international India. And, a less inhibited and intimidated Indian," he adds. Thus, the insight behind the campaign was to generate a whole new idea with the 'Alive is Awesome' tagline.

a. Discuss the branding and marketing strategy used by Cinthol. (5 Marks)
b. b. How has Cinthol managed to survive and thrive over the years? (5 Marks)

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Course: Consumer Behavior
Internal Assignment Applicable for June 2018 Examination
Assignment Marks: 30

1. Nokia wants to regain its market share in the smart phone category. As a Marketing Manager design a suitable questionnaire with an objective of understanding Nokia s customer perception in the current scenario. (10 Marks)
2. 2. Suggest ways in which a leading brand of electronic brand can focus on ensuring customer loyalty on a long term basis (10 Marks)

3. Xiaomi launched its affordable smart TV Mi TV 4A in India. The Chinese tech major had launched its flagship Mi TV 4 in India on 14th February 2018. The new Mi TV 4A is expected to replicate the success of its higher placed sibling with similar features on offer and an even smaller price tag.

Xiaomi claims that the price point and specifications of the new TV series will let the Indian market shift to a Smart TV segment that has otherwise been limited to high-end TVs. The success of the TV can be predicted by looking at the high demand of the Mi TV 4 55-inch that was launched just two weeks ahead of the new SmartTV series.
a. Suggest a suitable STP for the new launch (5 Marks)
b. b. How will Xiaomi s existing image help the product category of Television. (5 Marks)

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Course: Customer Relationship Management
Internal Assignment Applicable for June 2018 Examination
Assignment Marks: 30

1. If you had to choose from the models of CRM, which one would you opt for? Justify how the chosen model will benefit the BFSI sector. (10 Marks)
2. As a customer which kind of loyalty do you demonstrate towards your preferred brands? What primarily drives you to be loyal towards a provider? (10 Marks)
3. Tasty Treats is a caf chain you have started from ground up with your hard work, focus and perseverance couple of years ago. After breaking even, recently your caf s are gaining popularity and you are expanding your business. The growth is rapid and your staff seems unprepared for the increase in volume of customers and managing the interactions smoothly.

a. Your staff doesn t understand the consumer s perception of the complaint process. Explain it to them in a simplified manner to better equip them to avert complaints. (5 Marks)

b. How will you guide your staff to handle complaints from irate customers, in case they occur? (5 Marks)

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Course: International Marketing
Internal Assignment Applicable for June 2018 Examination
Assignment Marks: 30

1. You are an American breakfast cereal company & wish to enter into India. Elaborate on the International Marketing research process steps to understand more about the buying habits of Indian consumers. (10 Marks)
2. You are the CEO of Home Depot & wish to enter into India. Suggest any 3 entry options to enter into India. Which one amongst the 3 suggested entry options, would you finally choose & why? (10 Marks)

3. You are an Indian exporter of the following 2 products: (10 Marks) Spices Dry fruits
a. Suggest Best practices in Packaging & also suggest as to how will you overcome the common problems plaguing packaging for Spices. (5 Marks)

c. Suggest Best practices in Packaging & also suggest as to how will you overcome the common problems plaguing packaging for Dry fruits. (5 Marks)

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Course: Sales Management
Internal Assignment Applicable for June 2018 Examination
Assignment Marks: 30

1. Maggi brand of Nestle is contemplating to make a foray in soft drink market. Based on this assumption, prepare selling strategy for intermediaries (wholesaler & retailer) & customer (end user). (10 Marks)
2. UCS is into hygiene business catering to hotel industry since last three decades. It is planning to expand its business in other parts of the country. As a Sales Manager draft a suitable sales action plan for UCS. (10 Marks)
3. Papper-mint is a new brand of casuals which is to be launched in niche segment. The product line consists of T-shirts, jeans, cotton trousers, watches and eye-wear. The brand is targeted at the younger audience. The brand is to be marketed through the franchise stores which will be exclusive and on retail boutiques.
Questions:
a. Design a Selling Strategy to be adopted between the company & the franchise. (5 Marks)
b. Suggest suitable compensation methods which you will follow for the employees. (5 Marks)

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Course: Marketing Strategy


1. Inter-Globe Enterprises started its operation in august 2006 with main focus on low fares and best service in the industry. At the point Jet Airways and Air India was leading Domestic airlines in India. Indigo adopted a low frill strategy and emerged

as pioneer in changing the face of the struggling aviation industry. Today it is one of the fastest expanding airlines of India
Pls explain the STP strategy adopted by Indigo in Indian Airline segment and also define the Market challenger strategy adopted by them to overtake Jet Airways in terms of market share. (10 Marks)
2. Describe in Detail the Pricing strategy adopted by top 3 Smart phone manufacturers in India Apple, Samsung and Micromax (10 Marks)

3. Online Marketing Strategy - Case study
While traditional channels of advertising TV, radio, and print are certainly not obsolete, marketers today are finding creative and effective ways to reach an information-hungry, Internet-oriented populace. Marketers and brands alike are trying to reach their target audience through channels that these consumers use most.
Internet as a means of communication has given rise to several new marketing tools that may be much more effective and cost-efficient in validating an ad campaign that has high recall value for today s on-the-go and wired customers.
Keeping in mind the changing consumer behaviour, here s a closer look at the marketing and promotion activities of India Premier Retailing house

Shoppers Stop
Of the early adopters of Omnichannel retail, Shoppers Stop has been active in leveraging the potential of digital and social media to market and promote the brand.
The company has 7 million fans on Facebook, making it the largest big-box retailer on Facebook in India. The Twitter page has above 15,000 followers and its YouTube channel has received over 13 lakh views till date.

Shoppers Stop engages with its Facebook fans by creating unique contests such as Perfect For Me that provides suggestions to fans based on their likes, search history etc. The company claims to be the first Indian Retailer to have created a How to series on youtube channel.
These were the series of fun, instructive, engaging, and youth-centric videos that give customers fashion and grooming tips. The videos range across topics such as How to dress for a party to How to tie a tie , to How to apply make-up etc. Customers also get the choice to buy the products showcased in these videos via the e-store. It also introduced Style Hub videos on its YouTube channel. It is a fashion content property that features a set of videos which showcase different styles and looks.
The company claims that its loyalty programme is one of the most highly regarded programmes in the retail industry. With over 3.5 million members contributing to over 71 per cent of sales, The Shoppers Stop First Citizen Loyalty Programme has been one of the company s strongest marketing tools a lesson to learn for other retailers.

a. What strategy must Shoppers stop adopt to compete with Online retailers like Amazon , Flipkart and Snapdeal in India? (5 Marks)

b. As a Shoppers Stop Marketing strategy head would you recommend A) focusing on brick and mortar ( traditional retailing model) or B) divert resources to engage with clients on New Online / Mobile platform? State the necessary reasons for the same. (5 Marks)

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