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Assignment

Marketing Management MB0030

(3 credits)

60 Marks

Set 1

Answer all questions and each question carries 10 marks.

1. Analyze the existing business portfolio of any one company using BCG matrix, GE matrix, and Ansoff

model. (10 marks)

2. Discuss the Macro environment of a pharmaceutical company (10 Marks)

3. Explain the components of MIS (10 marks)

4. Explain the Henry assael model of buying decision behavior. (10 marks)

5. Discuss the segmentation strategy of a cement company (10 Marks)

6. Case study

Software pricing: issues of client billing

Infosys, one of the major IT companies in India, has developed a new method of pricing software

maintenance project. The new method is called as ticket based pricing. The customer payment

will be based on three types of client request or ticket. First, customer may request for small

enhancement in the software application. Second, customer may request for big enhancement in

the software application and third, request may be for a bug fix. Earlier the methods used for

pricing were fixed price and time and material-based pricing. Under the time and material

based pricing, customers are billed based on the number of man-hours spent on a project, while

under the fixed price, the customer pays an agreed price that doesnt vary with the manpower

deployed on the project.

Infosys developed this new pricing strategy after examining the current pricing methods.

Software application methods become more stable after some time. If the client opted for fixed

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pricing and his request for software maintenance reduced, still has to pay fixed maintenance

charges. Ticket based pricing will provide flexibility to the client. Many IT majors have been

trying to decrease the dependence of revenue growth on manpower addition. But this is for the

first time such an attempt has been made to bring a transaction-based pricing model.

The new move is expected to increase the revenue without a proportional increase in the number

of employees. Contrary to this view many industry observers still feel that fixed price or time

and material based pricing provide continuous revenue. The excess revenue available from these

two methods can be used for reserves or hedging. In case of ticket based pricing client has to

negotiate with the company every time.

a. Do you think ticket based pricing will provide continuous revenue to Infosys in the long term?

Comment

b. Compare three pricing strategies discussed here and choose any one as your choice

Assignment

Marketing Management MB0030

(3 credits)

60 Marks

Set 2

Answer all questions and each question carries 10 marks.

1. Explain the relevance of VALS to Marketing (10 Marks)

2. Critically analyze the product mix strategies of a beverage company (10 marks)

3. What is private brand? Explain private brand strategy of a retailer (10 Marks)

4. Explain the partner relationship management at Airtel (10 marks)

5. Critically analyze the five best advertisements released in this year ( 10 marks)

6. Case study

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Kurkure: Indian brand in the global market.

Indian consumer food habits are different from their counterparts in the European and American

markets. Add to this each Indian region itself has special snacks. Snacks some time consumedalong with meals or tea, coffee and other beverages. Banana wafers, chaklis, samosas, namkeens

are few examples of large list of Indian snacks.

The change in the family structure is also changing the food habits in India. Increase in the

nuclear families and working women enhanced the market potential of ready to eat products and

branded snacks. Though the Indian snack market is highly fragmented with market dominated by

home snacks or those sold by local vendors, changing consumer lifestyle and health concern

made them to look for hygienic, easy to carry and nutritious branded snacks

Biscuits, potato wafers and papads are already branded and well received by the consumers.

Pepsi, the late entrant in the Indian snack market decided to find niche market. In the Year 1999,

the company launched Kurkure in the Indian Market. The product is developed in a way that it is

having local taste and western chips. Kurkure is big success in Indian market. This made Pepsi to

take this snack food to other global markets. Kurkure is already available in the Indian stores in

the US and UK and Pepsi want to expand it to more stores in the existing global markets as well

as expand it to other potential markets. According to the company, Kurkure will retain its basic

flavor but will be adjusted to suit the local requirements. Kurkures success in the Indian market

is mainly for three reasons namely innovative flavor, affordable price and continuous

communication to consumer. To meet the regional requirements Kurkure is launched in various

flavors like Masala, chilli, green chutney etc. Kurkure started stiff competition from ITC another

FMCG major. ITCs Bingo is smash hit in the market. To meet the competition Kurkure launched

two more varieties Kurkure extreme chili and Kurkure neem.

Success of any brand depends upon its communication program. Kurkure launched programs

like Chala change ka chakkar in which consumer can stay with brand ambassadors Juhi Chavla

and Saif Ali Khan. Kurkure also launched communication program Kurkure chai time achievers

award in which an interesting recipe will be chosen from the family and photograph of that

family will be put on one million Kurkure packs. Add to all this Kurkure constantly gave the

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advertisements in the television media. Kurkure came out with novel ideas like branding the

Indian trains like Kurkure express which runs in the holiday season.

a. Explain the viability of market expansion strategy of Kurkure.

b. Critically analyzes the consumer behavior towards snacks products.