Name: Aman Saxena

Enrolment No: R192218002

UNIVERSITY OF PETROLEUM & ENERGY STUDIES

End Semester Examination (Online) – July, 2020
Program: B. Com – BM&I, Hons. & Taxation Semester : IV
Subject/Course: Principles of Marketing Max. Marks: 100
Course Code: MKTG 2027 Duration : 3 Hours
IMPORTANT INSTRUCTIONS
1. The student must write his/her name and enrolment no. in the space designated above.
2. The questions have to be answered in this MS Word document.
3. After attempting the questions in this document, the student has to upload this MS Word document on
Blackboard.
Answer ALL Questions. Grace marks will be provided to answers
Marks COs
with pertinent example and creative thinking.
Matis Group of Companies is a multi-product company operating
out of Mumbai. It has four product categories, hotels, stationary &
paper, beverages and consumer durables. In an annual audit it was
observed that its stationary & paper category was a problem child.
Its market share was 4% in a market which was growing at 8%
Q.1 20 CO 1
annually. The beverages have been doing well with a high market
share and the industry is growing too. The hotel business is a
mature and well-established business unit. Somehow, the consumer
durable sees low growth. What is the advice you will provide to the
management on their business units?
‘Safe Home’ is a startup venture on home security systems. It offers
is a mobile application with various options on closed circuit
Q.2 20 CO 2
television cameras (indoors and outdoors). As a marketing
consultant, evaluate the STP for the brand.
Bring out the stages of the product life cycle for an OTT (example
Q.3 Netflix, Hotstar, Prime Video, etc). As marketing consultant, what 20 CO 3
specific interventions will you undertake in each of the stage?
Q.4 Explain digital disruption in times of Covid19. 20 CO 4
‘We Care’ is an organization that is into providing various
counseling services for college students on their mental health. You
Q.5 have been approached to undertake a market research on students’ 20 CO 5
perception of mental health and its importance. Outline your
approach.

ANSWERS

Ans.1 Now, according to the business-

o Beverages are Star

o Hotels are Cash Cow
 o Consumers durable are Dogs
o Stationary is question mark

This is BCG Matrix which is divided into 4 quadrants

DOGS: Products with low growth and market share

QUESTION MARK: High growth market and low market share

STAR: high growth market with high market share

CASH COW: products in low growth with high market share

There are 5 stages of strategic management process

1) GOALS SETTING

First you ought to explain the vision of your business . you ought to characterize both long
haul and momentary goals of your business. At that point , recognize the procedure how to
achieve your long haul just as momentary objectives . lastly then , redo the procedure for
your staff , disseminate work to your representatives as per their aptitudes .The goals must be
detailed , realistic , and match the values of your vision .

2) ANALYSIS

This is the key stage to accumulate and break down the data in light of the fact that the picked
up data will give shape to the following two stages . you should assemble as much as possible
accumulate and should take care that the assemble data must be information pertinent to
achieve your vision. You should concentrate on understanding the business needs . It is a key
course and distinguishing activity that will assist your business with growing . you should
know the quality , shortcomings , of your association just as dangers and openings that may
emerge along the way.

3) STATERGY FORMULATION

First you ought to gathered the accumulated data at that point decide the assets you need to
achieve your objectives and distinguish the territories of which the business must look for
outside assets . in this stage you ought to create interchange moves toward that focus on each
progression of the arrangement as business and financial circumstances are liquid .

4) STRATEGY IMPLEMENTATION

This is the activity stage where we need to actualize our methodologies . it is a basic usage to
the accomplishment of the undertaking . in this stage everybody inside the association must
be clarified of their obligations and obligations. Now you should make sure about financing
or assets for your undertaking.

5) STRATEGY MONITORING
This stage includes performance measurement , consistent review of internal and external
issues and making corrective measures . if you finds that the strategy is not moving the
business towards its goals then you should take some corrective measures .

Ans.2 STP analysis stands for segmentation of market, targeting the buyers and positioning
of the product. Segmentation proposes coordinating out the customers by geographic, area,
segment premise, for instance, house hold size, age, etc or dependent on very close lead
principles. Targeting gathers picking which pieces to center in which we can pull in the
customers and lift our blueprint. Positioning is the obvious our thing from that of various
competitors and expanding a spot in the minds of customers.

1) Segmentation of Market

In this step, you divide your market into groups (segments) based on some criteria. Following
are the criteria on basis of which you can segment your market

 Demographic
 Geographic
 Psychographic
 Behavioral

Right when you separate your market into pieces and a while later revolve your publicizing
around a specific segment driven by the information you've amassed about that divide, by
then you are altogether more obligated to be powerful than if you essentially made a one size
fits all nonexclusive advancing exertion.

For above venture market can be segmented as commercial, household and industries.

2) Targeting set of customers

A fault that numerous organizations make is to feel that anybody can be their client.
Targeting includes choosing which of the portions you've recognized are the most
appealing. here are a number of factors you can consider to do this:

• Size
• Profitability:
• Ease of reach

Like to find a growing and highly profitable segment where the lifetime value is large
(LTV) and the cost of acquisition (CAC) is low.

For above venture targeting can be done on shops, homes, offices, schools, business
enterprise and financial places like banks etc.

3) Positioning your product

 In the last step, positioning, you map out the various factors considered in the past
two stages and position your item distinctively to your rivals in the brains of your
clients. position your item or administration in the commercial center to be the most
speaking to your objective portions.
For the above venture the product positioning can be done on basis of the camera
pixels, lens, frame, angle, price, quality and durability.
Basis on which you can differentiate-
 Positioning by Product Attributes and Benefits
 Positioning by Price/Quality
 Positioning by Use or Application
 Positioning by Product Class
 Positioning by Product User
 Positioning by Competitor
 Positioning by Cultural Symbols

Ans.3 The different stages of product life cycle are as follows-

a. Research and development

b. Introduction
c. Growth
d. Maturity
e. Decline
1) Research and development
o Segment Targeting
o Initial Marketing
o Product Iteration

Mediations – In first few minutes of the customer affirming his/her record, send a welcome
email with a stimulus offer e.g.: an extra an ideal opportunity for testing for watching content
like a paid endorser. This should ensure that your new customers will feel welcome to your
administration and can profit the proposition to watch premium substance for nothing out of
pocket for multi month or close. This will be a bit of the system to get the customer to seek
after a paid membership close to the completion of the ideal opportunity for testing.

2) Introduction

Several obstacles can impede growth-

o Quarterly Subscriber Growth of Services

o Attracting Target Users
o Compelling Content
o Differentiation
o Quality User Experience
o Indexed Rating of Video Services by Provider
Mediations - Send your supporters without failing email notice on your most notable
substance. Entice them with imaginative titles and a drawing in substance, so they redirect to
your VOD (Video on Demand) organization site and start examining your most progressive
substance. Any tremendous show or dispatches should in like manner be associated with the
flyer with an emphasis on getting a paid membership and capability to watch premium
substance.

3) Growth
o Aggressive Promotion
o Greater Content Investment
o Global Expansion
o Feature Enhancement

Mediations - In case your establishment has a proposition of one-month free preliminary for
paid clients, by then send it unequivocally to your distributed once-over of free clients
referencing the offer and highlighting it with all passageway to content for paid clients. The
substance referenced through the mail station should be you're latest on offer close by any
past substance that has gotten standard and has a religion following, and endeavor to change
over them into paid clients.

4) Maturity
o As growth slows, OTT services approach maturity
o Strategic partnerships provide added exposure and/or incremental value
o Diversification
o Retention Strategies
o Innovation

Mediations - One way to deal with fabricate duty is to send referral campaigns to your
present supporters, outfitting them with sparks in case they escape a select number of people.
The extra favorable position for these fights is getting new supporters of your organization.

5) Decline
o Administrations that has depleted their market potential face a decrease in
incomes and supporters
o Revenue curve of that product moves in diminishing rate.

Mediations - This stage is connected to keeping the clients purchased in to your organization
and get their memberships revived. Moreover, you need to remind those clients who have
dropped or not reestablished your membership, there will be a couple of clients who may not
return to your organization yet that is a tolerable strategy for mentioning improvement
criticism and pitching them again with a free starter to have a second go. For example,
Disney hotstar.
Ans.4 Covid-19 has disturbed markets and lives at a big level, many of us don’t seen. The
cases around the world is in big number and getting more day by day. The disruption
unleashed by this pandemic was very quick and underestimated. It has changed the world we
once knew. But its impact is not normal in terms of human behavior and in the markets as
well, there are many shifts seen in the market and business world. There is no direct contact
of customers with the organization. RBI has decreased the repo rate by 75 basis points and
slashed the reverse repo rate by 90 basis points to give relief and ease to the commercial
banks which was suffering from this pandemic. Global financial action has arrived at a close
to halt as COVID-19 related lockdowns and social distancing are forced over an enlarging
wrap of affected nations. Financial markets are affected from January onwards due to the
COVID outbreak. It minimized face to face interaction and maximized the digital
transactions and virtual mode of doing business. There will be a blast of a wide range of
digital platforms and channels resulting in remote working of employees i.e. work from home
or anywhere. Some organizations are very comfortable in doing job in online mode as they
found it easier and more convenient. But in online working there is risk of data leak or
financial loss due to attackers and hackers due to the same broadband connection. The main
thing is that how remote workers communicate or collaborate with each other, this is most
important successful working strategy and solutions. The digital disruption is unavoidable,
emergency will make opportunity and misfortune will drive change. In any case, just those
association which can unlearn and grasp change not on the grounds that it was forced but
since it introduced an incredible chance to change, they will rise as the pioneers in their
individual areas.

Ans.5 For undertaking market research on college students seeking their views on mental
health and its importance. I will conduct this research by following approaches-

1) Focus Groups- It is a simple concept but can prove hard in practice as it depends on
the type of group we will get. In this we will get a bunch of people in the college
campus or in the classrooms, the researcher will throw some light on the key points
of the topic and get their replies as a result.
2) Social media Listening- Social media has reached at a high point due to no. of users
and has integrated our lives a lot. People share so much content on that platform
that gets many views, comments, likes and shares in just minutes, good content
goes viral worldwide too. By using this tool, we can get perceptions of students
online. Researchers are able to identify the topic of interests and their likes dislikes
as well.
3) Questionnaire- In this kind of approach the researcher makes a questionnaire
putting some required questions that is to be asked and the public answers it by their
perception. This can be done online as well as offline. The college students will be
most comfortable in the online mode as their cellphone usage is more.
4) Interviews- In this the interviewer directly asks with the respondent. This research
method is personal and allows respondent to answer and give their views with full
 freedom. In this kind of research, the interviewer can go deeper in conversation
with the respondent.
5) Observation- Observational research is an abstract assessment procedure where the
specialist watches their subjects in a trademark or controlled condition. This
strategy is a great deal of like being a fly on the divider, yet the fly takes notes and
dismembers them later. In observational reviewing, subjects are likely going to
continue typically, which reveals their genuine selves. They are not under much
pressure. Regardless of the way that in case they're aware of the discernment, they
can act in a startling way.