nmims 4th semester sep 2019 solved assignment 31 august 2019

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NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: B2B Marketing
Internal Assignment Applicable for September 2019 Examination

1. Fortis Hospitals wants to increase its sales by focusing the Business markets where
Organizations would buy preventive health check-up packages for their employees.
They have developed various packages to attract business markets.
Propose a suitable pricing strategy that Fortis should use for its organizational
customers.
2. Excellent Roller, company are the famous rubber roller manufacturers in India. They
have got into a technical collaboration to produce Teflon rollers which are used in
coating and printing machines. Rubber rollers which is used generally are prone to
damages compared to Teflon rollers. ERPL is planning to launch product using
advertisements. Do you agree for an advertisement campaign for an industrial
product? If so why? What are the ways in which ERPL can advertise? What are
alternate methods? (10 Marks)
3. Read the following Case & solve the questions given:
Mr. Sunil Mathur, Director, Raj Doors Pvt Ltd, was not sure what kind of marketing
strategies, segment and target market he should use in order to achieve the company
goals on sales and profitability. The sales and profits were not growing as per
expectations of Mr. Mathur.
Sunil Mathur joined the family business in 2006 after completing graduation in
Electronics engineering and MBA from a reputed institution in India.
The company manufactures and markets plastic doors (GTEX brand) for bedrooms,
bathrooms, office rooms, balcony etc. These non-wood doors can be used for
residential houses, institutions like schools, office, hospitals as well as commercial
shops, malls etc. The market for plastic doors was growing at the rate of 50% annum.
Raj Door was having a market share of 14% in the year 2008. Kintex and Aptak were
the leading players with market share approximately 28% and 20% respectively.
Balance market was dominated by smaller players as well the players in the
unorganized sector. The market was overall dominated by wooden doors. The market
was highly fragmented with no player commanding more than 4% of the market.
Unorganized sector was the dominant player in the wooden door market. Mr. Sunil

was determined to make the company as market leader of the overall door market
(both wooden and plastic) in the next ten years.
The company had segmented its market into the following segments(a) government
organizations like CPWD, Ministry of Defence, Railways etc.;(b) Residential house
built by builders ;( c) commercial organizations and institutions ;( d) individual house
owners built by individuals ;( e) fabricators. We have targeted all the above market
segments for plastic doors, excepting those who want wooden doors said Sunil
Mathur. He further added that their sales personnel regularly contacted contractors
who get business from government organizations, where lowest price and good aftersales-
service are the key buying factors. However, when sales personnel call on
builders for residential and commercial complexes for getting orders, Superior
product quality and services are the most important factors that they have to keep in
mind. For house owners and fabricators indirect channel of dealers are used. They
mostly look for low prices and delivery service. The company developed three subbrands
under GTEX brand. These are Solidex, Fibrex and Lightex. Solidex brand
was suitable for government firms, institutions, individual houses with medium
quality and medium to low prices. Fibrex brand with high quality was suitable for
builders and a few individual house owners. Lightex brand offered lower quality and
low prices for replacement market and a few individual house owners.
a. Evaluate how the buying behavior is likely to be different in the Commercial offices
from individual households. (5 Marks)
b. Develop a marketing strategy with focus on: Strategic orientation (whether you
would like to be leader, challenger or follower)? Discuss its implications.
(5 Marks)

NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Business: Ethics, Governance & Risk
Internal Assignment Applicable for September 2019 Examination
Its Questions SAMPLE ONLY
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1. The ubiquitous cctv cameras are everywhere and meant to monitor as well as protect
you in your workplace. What according to you are the pros and cons of using video
surveillance in work place for monitoring employees (two each)?
(10 Marks)

2. In your organization, Smart Solutions , a midsize IT services company, one of your
senior team member has turned whistle blower, blowing whistle on malpractices
employed by the business. While discussing the issue of Whistleblower versus
organizational loyalty , informally with your other team members, what according
to you are the four important points that need to be addressed in this discussion?
List those four points and explain your point of view on each of them.
(10 Marks)
3. a. You are Business Head of Ben & Jerry ice cream in Sri Lanka. One day you
discover that the most senior officer of your company s venture in Sri Lanka has
been borrowing equipment from the company and using it in his other business
venture. When you confront him, the Sri Lankan partner defends his action. After
all, as part owner of both the companies, isn t he entitled to share in the equipment.
How will you deal with such cross cultural gray areas and what tools will guide your
decision making process? (5 Marks)
3. b. Professionals such as accountants and lawyers have duties and obligations that
other people do not. Why is that so? Discuss your point of view and its supporting
arguments. (two points of view with explanation is good enough) (5 Marks)
**********

NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Integrated Marketing Communications
Internal Assignment Applicable for September 2019 Examination

1. You have just opened your own Restaurant. You have planned an inaugural rate for
customers to visit and taste the food. Describe the P s of marketing mix. Describe the
Promotion plan on How would you market your brand to maximize your sale? (10 Marks)

2. You are the brand manager of a Toddler s toys Brand. Your company has tied up with a
kid s movie to attract the toddler s. How will you leverage this association to build equity
for your brand? (10 Marks)
3. Case Study
Increase Market Share for Online Pharmacy
Source: PTI feed India Today
The overall Market size of online Pharmacies is at Rs. 800 Cr. It is estimated to grow at 20%
as more and more people move into buying online medicines. Metlife offers the medicines at
a 20% lower rate. While it has been growing, the overall share of all the top players put
together is only 2%. Metlife aims to increase its market share thereby increasing the volume
of medicines bought online.
a. In a growing market with other serious players, how would you approach IMC to
increase the market share? (5 Marks)
b. Metlife has created an audio visual ad for creating awareness about authentic medicines
delivered at the doorstep. Explain the 9 elements of communication for the ad.
(5 Marks)
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NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: International Marketing
Internal Assignment Applicable for September 2019 Examination

1. You are the manager of a European company and now want to set up a
manufacturing unit in Asia to lower your cost base as well as to address the
growing Asian market. You have a choice of setting up either in India or in China.
Evaluate the two location options of setting up the Plant and Business on basis of
International Business & Marketing Environment parameters to come to a decision.
(10 Marks)
2. You are the CEO of a Mining Equipment company and wish to enter India. You
have a strong global brand and generally potential customers in India know about
your brand. Evaluate any 3 entry options to enter into India. Which of the market
entry options would you finally choose & why? (10 Marks)
3. The Sri Lankan Shampoo market has strong growth and reasonable volume. The
market is dominated by Unilever and P&G which have more than 85% market
share amongst themselves. The rest 15% percent are scattered between 2-3 local
players. Unilever and P&G are at similar price point while all the other local
players are about 10-15% cheaper in prices. The top two parameters of buy of the
consumers there are Long Hair & Dandruff in that order. While Unilever positions
itself more on long hair, P&G is more strong on dandruff platform, Other local
players are mixed (confused?) positioning. One of the biggest reason for lower
market share of local players is perception of poor quality of packaging and
product. Both Unilever and P&G manufacture in India and export to the Sri Lanka
market.
You are an Indian FMCG player with Shampoo in your portfolio and have a
reasonable share in the Indian market on herbal platform. You are now eyeing that
market where there is no clear number 3. You have decided to export your product
to the Sri Lanka market
PLEASE CHECK BELOW
a. Suggest what would be your pricing strategy for the new brand of shampoo that
you would introduce in Sri Lanka market based on the information. (5 Marks)
b. Suggest the possible brand positioning for your Shampoo. (5 Marks)
**********

NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Research
Internal Assignment Applicable for September 2019 Examination

1. 40 years back, Sita Travels was a renowned brand in Delhi, in the travel and tourism
industry. The company boasted of a loyal clientele, competitive travel packages,
efficient and motivated employees and a vision to become the No. 1 player pan India.
In those days, the industry comprised few players hence there wasn t too much

competition to be faced. However, in recent times, with the online platform and
players emerging such as Makemytrip, Trivago, Yatra etc. offering packages at
throwaway prices and reaching out at minimal costs to the mobile savvy, internet
savvy consumer, it is indeed giving the traditional companies a run for their money.
Loss of clientele, revenue and market shares have made Sita Travels sit up and
wonder as to what needs to be done to address this issue. Towards this management
problem, state the research objective(s) and propose a research design for this study;
describing the secondary and primary sources of data, research design, research
method, target respondent, contact method etc. (10 Marks)
2. The beauty care industry comprising make-up, personal care, skin and hair care
product categories, grapples with a lot of controversy around the safety of products,
rampant use of colour and chemicals, products being carcinogenic and unsafe for us.
While some marketers have seen this as a market opportunity to sneak in with socalled
natural, herbal, ayurvedic products, for the larger majority, this still remains a
challenge. The Beauty Care Industry Association is planning to conduct a research
to examine the consumer psyche: her consumption and purchase habits, her attitude,
satisfaction levels, perception about different products, opinion about carcinogenic
elements and unsafety etc. It has been decided to conduct a quantitative,
questionnaire- based survey among women from all socio-economic sections. The
industry wants to identify the key factors associated with the decision-making of
products among women; based on advanced analytical tools. Design a questionnaire
keeping in mind all the research objectives of this survey and the appropriate scales
that should be used for advanced analysis. (10 Marks)
3. A national chain of casual and formal men s wear is interested to understand the
preferences of men when it comes to the purchase of clothing. The objectives of the
research are:
To understand the preferences of clothing by occasion
To understand differences in preferences by income group and geographical area
To understand satisfaction of customers with their brand vis- -vis other competitor
brands
In particular, the management wants to understand the as to how the buying
behaviour or preferences of men for clothing are influenced by variables such as (1)
occasion of use (2) geography of the customer (3) income group of the customer and
(4) competition
A list of customers has been procured from internal company records. Their personal
records also include information on their personal income and geography.
a. Assuming that the management has entrusted you with this research, if a sample has
to be drawn from this sampling frame, which sample selection method would you
choose and why? Suggest any two methods and justify your answer. (5 Marks)
b. If you have to prepare an Analysis Plan for this research, which simple and advanced
analytical tools will you recommend for analyzing the data ? Suggest atleast three
tools and support with a justification. (5 Marks)
***************

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NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Services Marketing
Internal Assignment Applicable for September 2019 Examination

1. A woman entrepreneur is planning to set up an e-shop for a range of costume jewelry
made of silver and semi-precious stones. Saira s is the jewelry brand which is being targeted
at girls and women aged 13-50 years. Since she doesn t have lavish budgets to promote
Saira s, she is evaluating the following routes:
Home shopping networks offered by cable operators and digital TV operators.
Word-of-web through social networking sites such as Facebook and Twitter,
consumer blogs etc.
Online stores such as Amazon, Flipkart, Snapdeal, Myntra and also setting up
company s website
Home-parties or kitty parties of women; an option based on word-of-mouth and
consumer referrals
Exclusive outlets in prime locations of the city
What are the various strategic, tactical and locational considerations / factors that she
should keep in mind for deciding the most appropriate channel (s)?
(10 Marks)
2. V4kids.com is a recently launched online / e-tailing store which sells a wide variety
of kids products for the age-group 2-12 years, ranging from stationery and school
supplies, clothes, shoes, toys, board games, gaming apps, sports equipment, books,
magazines, e-book readers, tablets, notebooks / mini-laptops, ipods, etc.
Currently, V4kids.com faces competition from online stores such as Amazon,
Snapdeal, Flipkart, Babyoye, Firstcry etc. besides the traditional retail brands such
as ShopperStop, Hamleys, The Toy Store, Child Junction etc. and also the retail
counterparts of online stores such as FirstCry store - which offer a wide range of
children s products.
To reach out to the market, V4kids.com is planning to create awareness about its
online store, the range of products, membership programs and its weekly hot deals all in one go. For this purpose, V4kids.com is planning a slew of advertising
campaigns across different media.
Discuss the 5W s of the Integrated Service Communication Model for V4kids
(10 Marks)
3. One classic advertising and service recovery strategy used by companies involves
turning a disadvantage into an advantage. For example, a small car rental company
who did not meet customer expectations, ran a campaign we are trying harder .
Recently, the Domino s pizza chain took such an approach to the extreme. Marketers
developed an advertising program to address the problem of slowing sales in a
declining economy. The first wave of television commercials featured clips of
consumers in focus groups, discussing Domino s, providing statements such as
Worst pizza I ever had; totally devoid of flavor , Domino s pizza crust is to me
like cardboard and The sauce tastes like ketchup .
Domino s had been able to maintain its market share during the economic downturn.
At the same time, employees and company managers were concerned about the
quality of the products being offered. The advertising program was created to
apologize for poor quality pizza with the promise to do better by creating pies with
improved ingredients and better recipes, which lead to a complete menu overhaul
during a 4-year period beginning in 2008. We think that going out there and being
this honest really breaks through to people in a way that most advertising does not
explained the CEO Patrcik Doyle.
Some marketing experts expressed concern that consumers would not listen carefully
to the message. They would hear the part about poor quality but not the part about
improving. Doyle believed that the risk was worth taking.

When the roll-out of new and improved pizzas at bargain prices commenced, a new
advertising campaign was launched, featuring the comment, We are only as good
as our last pizza. So tell us how yours was followed.
Domino s had already introduced the pizza tracker feature to its website, which
allows customers placing an online order at the Domino s website to follow the
progress of the order from the shop to the front door. Users receive an email directing
them to the order tracking page within seconds of placing an order and without
having to refresh the page, are told precisely when their pie is placed in the oven,
checked for quality assurance and dispatched to their home. The pizza tracker
informs the customer who was responsible for an individual pizza during
preparations and delivery.
Following the completion of the transaction, the customer can provide feedback
directly to the store where the pizza was made, which opens lines of communication
with individual stores and managers rather than the larger corporation. The pizza
tracker program insists that individual store owners will listen when customers are
dissatisfied. By naming the actual individual responsible for any service failure, the
store manager can improve operations on an employee- by- employee basis. Over
the course of the next apology campaign and new emphasis on customer feedback,
sales increased dramatically during the next two quarters.
The company once again was willing to risk customer backlash, even mildly taunting
the pubic with the Oh yes, we did tag line. Time will tell if these two maneuvers
will generate long-lasting, positive effects for the company.
PLEASE CHECK BELOW
a. Evaluate the Service Recovery System of Domino s and suggest few other
innovative methods to recover the customers (5 Marks)
b. Create a Service Blueprint for Domino s home delivery operations covering all the
various methods of placing an order (5 Marks)
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