Total No. of Questions SEAT No.

:
: 5]
[5860]-407 [Total No. of Pages
P6904 :3
M.B.A. (Semester - IV)
(403 - MKT) SC MKT - 05 : MARKETING 4.0
(2019 Pattern)
Time : 2½ Hours] [Max. Marks : 50
Instructions to the candidates:
1) All questions are compulsory.
2) Figures to the right indicate full marks.

Q1) Answer any 5 out of the following 8 (2 marks each) :

a) The online and offline businesses, though compete against each other,
will to deliver the best customer experience.
i) Coexist ii) Conflict
iii) Collude iv) Conspire
b) In Marketing 4.0 BAR stands for .
i) Brand Auction Ratio ii) Brand Action Ratio
iii) Brand Advocacy Ratio iv) Brand Activation Ratio
c) In Marketing 4.0, power shifts to the connected customers from individual
to .
i) social ii) group
iii) collective iv) rational
d) Common paid media channels of content distribution include all except
.
i) search engine listing
ii) paid social media
iii) mobile advertising
iv) customer reviews & testimonials
e) is not one of the best ways to promote a business using social media.
i) choosing the right tone ii) working with a plan
iii) deleting negative comments iv) using relevant hashtags
f) are considered the new segments in today's Digital era.
i) people ii) society
iii) communities iv) social media
g) Winning companies & brands are those that do not leave the
to chance.
i) Wow moment ii) Content
iii) Delight iv) Success

h) The O zone indicates , &

influences.
 i) other, outer, own ii) own, outer, other
iii) own, other, outer iv) outer, own & other

a) coexist
b) Brand Advocacy Ratio
c) collective
d) customer reviews & testimonials
e) deleting negative comments
f) communities
g) wow moment
h) own, outer, other

Q2) Answer any 2 out of 3 questions (5 marks each) :

a) Compare & contrast informed customers vs distracted customers.
here is a comparison of informed customers vs distracted customers:

Informed customers are those who are aware of their needs and wants, and who
have done their research before making a purchase. They are typically more likely
to be loyal to brands that they trust, and they are more likely to share their positive
experiences with others.
Distracted customers are those who are not as aware of their needs and wants, and
who do not take the time to do their research before making a purchase. They are
typically more likely to be influenced by impulse buys, and they are more likely to
switch brands if they find a better deal elsewhere.

Here is a table that summarizes the key differences between informed customers
and distracted customers:

Feature Informed Customers Distracted Customers

Awareness Aware of their needs and wants Not as aware of their needs and
wants
Research Do their research before making Do not take the time to do their
a purchase research
Loyalty More likely to be loyal to More likely to switch brands if
brands that they trust they find a better deal elsewhere
Sharing More likely to share their Less likely to share their
positive experiences with others experiences

In today's digital age, it is more important than ever for businesses to understand
the difference between informed customers and distracted customers. By
understanding the needs of each type of customer, businesses can better tailor their
marketing and sales strategies to reach their target audience.
Here are some additional factors that can affect whether a customer is informed or
distracted:

• Age: Younger customers are more likely to be digital natives and have
grown up with the internet. This means that they are more likely to be
informed about products and services, and they are more likely to do their
research before making a purchase.
• Education: Customers with higher levels of education are also more likely to
be informed customers. This is because they have had more opportunities to
learn about different products and services, and they are more likely to be
critical thinkers.
• Income: Customers with higher incomes are also more likely to be informed
customers. This is because they have more disposable income, which gives
them the freedom to do their research and make informed purchases.

Businesses that want to reach informed customers need to create content that is
informative and engaging. They also need to make it easy for customers to find the
information they need. For example, businesses can create FAQ pages, blog posts,
and white papers that provide detailed information about their products and
services. They can also make it easy for customers to contact customer service
with questions.

Businesses that want to reach distracted customers need to create content that is
attention-grabbing and visually appealing. They also need to make it easy for
customers to make impulse purchases. For example, businesses can use social
media, email marketing, and pay-per-click advertising to reach distracted
customers. They can also create eye-catching product displays and offer discounts
and promotions.

By understanding the difference between informed customers and distracted

customers, businesses can better tailor their marketing and sales strategies to reach
their target audience. This will help them to increase sales and grow their business.

b) Describe how the shift from exclusive to inclusive has taken place in
the Indian context.
here is a description of how the shift from exclusive to inclusive has taken place in
the Indian context:

India is a country with a rich history and culture, and this diversity is reflected in
its consumer market. In the past, Indian businesses often catered to a specific
segment of the population, such as the wealthy or the urban elite. However, in
recent years, there has been a shift towards a more inclusive approach to marketing
and branding.

This shift is due to a number of factors, including the rise of the middle class, the
growth of e-commerce, and the increasing use of social media. The middle class in
India has grown significantly in recent years, and this has led to a demand for
products and services that are more affordable and accessible. The growth of e-
commerce has also made it easier for businesses to reach a wider audience,
regardless of their location or social status. And the increasing use of social media
has given consumers a platform to voice their opinions and preferences, which has
forced businesses to be more inclusive in their marketing and branding.

As a result of these factors, Indian businesses are now more focused on reaching a
wider audience and providing products and services that are relevant to the needs
of all consumers. This shift from exclusive to inclusive has been welcomed by
consumers, and it has helped to make the Indian market more competitive and
dynamic.

Here are some specific examples of how the shift from exclusive to inclusive has
taken place in the Indian context:

• The rise of mass-market brands: In the past, Indian brands were often
targeted at a specific segment of the population, such as the wealthy or the
urban elite. However, in recent years, there has been a rise in mass-market
brands that are targeting a wider audience. For example, brands like
Patanjali and Amul have become household names in India, and they are
popular with consumers from all walks of life.
• The growth of e-commerce: The growth of e-commerce has made it easier
for businesses to reach a wider audience, regardless of their location or
social status. This has led to a more inclusive approach to marketing and
branding, as businesses are now able to reach consumers who would not
have been able to access their products or services in the past.
• The increasing use of social media: The increasing use of social media has
given consumers a platform to voice their opinions and preferences, which
has forced businesses to be more inclusive in their marketing and branding.
For example, businesses are now more likely to use social media to promote
products and services that are relevant to the needs of all consumers,
regardless of their gender, religion, or social status.

The shift from exclusive to inclusive is a positive development for the Indian
market, as it has made the market more competitive and dynamic. It has also made
it easier for businesses to reach a wider audience and provide products and
services that are relevant to the needs of all consumers.
 c) Explain the transformation from 4Ps to 4Cs.
here is an explanation of the transformation from 4Ps to 4Cs:

The 4Ps of marketing are product, price, place, and promotion. These are the four
elements that businesses use to create and deliver value to their customers. The
4Cs of marketing are customer, cost, convenience, and communication. These are
the four elements that businesses use to understand and satisfy their customers.

The 4Ps were developed in the 1960s, and they were a good fit for the marketing
environment of that time. However, the marketing environment has changed
significantly since the 1960s, and the 4Ps are no longer as effective as they once
were.

The 4Cs were developed in the 1990s, and they are a better fit for the current
marketing environment. The 4Cs focus on the customer, and they take into account
the changing needs and wants of consumers.

Here is a table that summarizes the key differences between the 4Ps and the 4Cs:

4Ps 4Cs
Product Customer
Price Cost
Place Convenience
Promotion Communication

The 4Cs are a more customer-centric approach to marketing, and they are more
effective in today's marketing environment. Businesses that adopt the 4Cs are
more likely to understand and satisfy their customers, which can lead to increased
sales and profits.

Here are some examples of how the 4Cs can be used in marketing:

• Customer: Businesses need to understand their customers' needs and wants

in order to create products and services that they will value. They can do this
by conducting market research, listening to customer feedback, and
observing customer behavior.
• Cost: Businesses need to be aware of the cost of their products and services,
both to the customer and to the business itself. They need to make sure that
their prices are competitive, but they also need to make sure that they are
covering their costs.
 • Convenience: Businesses need to make it easy for customers to purchase
their products and services. This means providing convenient payment
options, easy-to-use websites, and convenient customer service.
• Communication: Businesses need to communicate effectively with their
customers. This means using clear and concise language, providing accurate
information, and responding to customer feedback in a timely manner.

By adopting the 4Cs, businesses can create a more customer-centric marketing

strategy that is more effective in today's marketing environment.

Q3) Answer any 1 out of 2 questions (10 marks each) :

a) 'We are experiencing the rise of Omni - channel Marketing'. Discuss the
steps followed in using omni-channel marketing.
here are the steps followed in using omni-channel marketing:

1. Understand your customers: The first step in omni-channel marketing is to

understand your customers. This means understanding their needs, wants,
and preferences. You can do this by conducting market research, listening to
customer feedback, and observing customer behavior.
2. Create a seamless customer experience: Once you understand your
customers, you need to create a seamless customer experience across all
channels. This means that your customers should be able to move
seamlessly from one channel to another without any disruption. For
example, if a customer starts a purchase on your website, they should be
able to easily finish the purchase on your mobile app or in-store.
3. Use data to personalize your marketing: Omni-channel marketing is all
about using data to personalize your marketing. This means using data to
understand your customers' behavior and preferences, and then using that
data to create targeted marketing messages. For example, if you know that a
customer has been looking at a particular product on your website, you can
send them a personalized email with a discount code for that product.
4. Measure your results: Finally, you need to measure the results of your omni-
channel marketing efforts. This means tracking things like customer
engagement, conversion rates, and sales. By tracking your results, you can
see what's working and what's not, and then make adjustments to your
strategy accordingly.

Here are some additional tips for using omni-channel marketing:

 • Use a single customer view: A single customer view is a unified view of
your customers across all channels. This means that you have a complete
record of all of your customers' interactions with your brand, regardless of
which channel they use. A single customer view is essential for creating a
seamless customer experience and for personalizing your marketing.
• Use the right tools: There are a number of tools available to help you with
omni-channel marketing. These tools can help you track your customers'
behavior, create personalized marketing messages, and measure the results
of your campaigns.
• Get your team on board: Omni-channel marketing requires a cross-
functional team effort. This means that you need to get your sales,
marketing, and IT teams on board with your omni-channel strategy.

By following these steps, you can create an omni-channel marketing strategy that
will help you reach your customers wherever they are and deliver a seamless
customer experience.

OR
b) India has transformed from traditional to digital market. Elaborate the
statement with the help of relevant examples.
here are some of the ways in which India has transformed from a traditional to a
digital market:

• The rise of e-commerce: E-commerce has grown rapidly in India in recent

years. In 2021, the Indian e-commerce market was worth $65 billion, and it
is expected to reach $200 billion by 2026. This growth is being driven by
the increasing use of smartphones and the growing availability of internet
access in India.
• The growth of social media: Social media has also played a major role in the
transformation of the Indian market. In 2022, there are over 450 million
active social media users in India, and these users are increasingly using
social media to shop, learn about products and services, and connect with
brands.
• The rise of mobile payments: Mobile payments have also become
increasingly popular in India in recent years. In 2021, the value of mobile
payments in India was $38 billion, and it is expected to reach $100 billion
by 2026. This growth is being driven by the increasing use of smartphones
and the growing availability of internet access in India.
• The growth of the digital workforce: The digital workforce in India has also
grown rapidly in recent years. In 2022, there are over 40 million digital
workers in India, and this number is expected to reach 60 million by 2026.
 This growth is being driven by the increasing demand for digital skills in
India and the growing availability of online education.

These are just a few of the ways in which India has transformed from a traditional
to a digital market. The growth of the digital market in India has had a significant
impact on the way businesses operate, the way consumers shop, and the way
people communicate.

Here are some examples of how businesses have adapted to the digital market in
India:

• Traditional retailers have started to invest in e-commerce platforms:

Traditional retailers in India have started to invest in e-commerce platforms
in order to reach a wider audience. For example, the Indian retailer Future
Retail has launched its own e-commerce platform, BigBasket.
• Brands have started to use social media to connect with consumers: Brands
in India have started to use social media to connect with consumers. For
example, the Indian brand Patanjali has over 30 million followers on
Facebook.
• Businesses have started to use mobile payments to make it easier for
consumers to pay for goods and services: Businesses in India have started to
use mobile payments to make it easier for consumers to pay for goods and
services. For example, the Indian payment processor Paytm has over 300
million users.

The growth of the digital market in India has created new opportunities for
businesses and consumers alike. Businesses that are able to adapt to the digital
market will be well-positioned to succeed in the future.Q4) a) "Screens are
becoming so important in our lives." Assess the statement in context of penetration
of internet connectivity.

The statement "screens are becoming so important in our lives" is certainly true in
the context of the penetration of internet connectivity. With more and more people
having access to the internet, screens are becoming the primary way that we
interact with the world around us.

There are many reasons why screens are becoming so important. First, they allow
us to stay connected with friends and family who live far away. We can use them
to chat, video call, and share photos and videos. Second, screens give us access to
a vast amount of information. We can use them to learn about anything we want,
from cooking to coding to history. Third, screens provide us with entertainment.
We can use them to watch movies, TV shows, and play games.
The penetration of internet connectivity has only accelerated the importance of
screens in our lives. In 2022, over 60% of the world's population has access to the
internet. This means that billions of people have the ability to connect with the
world around them through screens.

Of course, there are also some downsides to the increasing importance of screens.
For example, too much screen time can lead to problems such as eye strain,
obesity, and social isolation. However, the benefits of screens outweigh the risks
for most people.

Overall, the statement "screens are becoming so important in our lives" is true.
With the increasing penetration of internet connectivity, screens are becoming the
primary way that we interact with the world around us. This trend is likely to
continue in the years to come.

Here are some additional thoughts on the importance of screens in our lives:

• Screens can help us to be more productive. We can use them to stay

organized, manage our time, and complete tasks.
• Screens can help us to learn new things. We can use them to access
educational resources, watch educational videos, and take online courses.
• Screens can help us to connect with others. We can use them to stay in touch
with friends and family, meet new people, and build relationships.

Of course, it is important to use screens in moderation. Too much screen time can
have negative consequences for our health and well-being. However, when used
wisely, screens can be a powerful tool for learning, productivity, and connection.

OR

b) "Hashtag is the New Tagline". Appraise this statement in context to any

real - world product/service/brand of your choice.
The statement "hashtag is the new tagline" is certainly true in the context of today's
digital world. Hashtags are now used to promote products, services, and brands in
a way that taglines never could.

For example, the hashtag #CheetosChallenge went viral in 2016, and it helped to
boost sales of Cheetos by 11%. The challenge involved people eating Cheetos and
then posting photos of their orange fingers on social media. This hashtag was so
effective because it was easy to remember and use, and it created a sense of
community among Cheetos fans.
Another example is the hashtag #ShareACoke. This hashtag was launched by
Coca-Cola in 2016, and it encouraged people to share photos of themselves with
personalized Coke bottles. This hashtag was so successful because it was relatable
and heartwarming. It showed that Coca-Cola understood the importance of
connecting with people on a personal level.

These are just two examples of how hashtags can be used to promote products,
services, and brands. Hashtags are a powerful tool that can be used to reach a large
audience and create a sense of community. They are the new tagline, and they are
here to stay.

Here are some other examples of how hashtags are being used by brands:

• Nike: Nike uses the hashtag #JustDoIt to promote its products and its brand
message of empowerment.
• Starbucks: Starbucks uses the hashtag #MyStarbucksMoment to promote its
coffee and its brand message of community.
• Disney: Disney uses the hashtag #DisneyMagic to promote its theme parks
and its brand message of wonder and excitement.

These are just a few examples of how hashtags are being used by brands to
connect with consumers and promote their products and services. Hashtags are a
powerful tool that can be used to reach a large audience and create a sense of
community. They are the new tagline, and they are here to stay.

Q5) Answer any 1 out of the following (10 marks each) :

a) For increased probability of getting advocacy, marketers should place

their bets on youth, women & netizens (YWN). Critically evaluate the
statement.
The statement that marketers should place their bets on youth, women, and
netizens (YWN) for increased probability of getting advocacy is a valid one. These
three groups are increasingly influential in the digital age, and they are more likely
to share their positive experiences with brands with others.

Youth are particularly important for marketers because they are more likely to be
early adopters of new products and services. They are also more likely to be active
on social media, which gives them a platform to share their opinions and
experiences with others.
Women are also important for marketers because they are more likely to be the
primary decision-makers for household purchases. They are also more likely to be
influenced by social media and word-of-mouth, which makes them a valuable
target for advocacy marketing.
Netizens are people who are active online, and they are often early adopters of new
technologies and trends. They are also more likely to be interested in sharing their
opinions and experiences with others, which makes them a valuable target for
advocacy marketing.

There are a number of reasons why YWN are more likely to be advocates for
brands. First, they are more likely to be connected to others online, which gives
them a platform to share their positive experiences with brands. Second, they are
more likely to be interested in new products and services, which makes them more
likely to be early adopters. Third, they are more likely to be influenced by social
media and word-of-mouth, which makes them more likely to be persuaded by
positive reviews and recommendations.

Of course, not all YWN are equally likely to be advocates for brands. Some factors
that can influence the likelihood of advocacy include the brand's reputation, the
quality of the product or service, and the customer's personal experience with the
brand. However, in general, YWN are a valuable target for advocacy marketing
because they are more likely to be connected, interested, and influenced.

Here are some tips for marketers who want to increase advocacy among YWN:

• Create content that is relevant to YWN's interests.

• Use social media to connect with YWN and build relationships.
• Involve YWN in the development of new products and services.
• Offer incentives for YWN to share their positive experiences with brands.

By following these tips, marketers can increase the likelihood that YWN will
become advocates for their brands.

OR

b) 'Develop strategies to create WOW!Moments with customer engagement

as discussed in Marketing 4.0,' with special reference to cab aggregators
like ola,uber.
here are some strategies to create WOW!Moments with customer engagement as
discussed in Marketing 4.0, with special reference to cab aggregators like Ola and
Uber:
 • Personalization: One of the best ways to create WOW!Moments is to
personalize the customer experience. This means understanding the
customer's needs and preferences, and then tailoring the experience
accordingly. For example, cab aggregators can personalize the experience
by offering discounts to frequent riders, or by suggesting rides based on the
customer's past travel history.
• Surprise and delight: Another way to create WOW!Moments is to surprise
and delight the customer. This means doing something unexpected that will
make the customer feel special. For example, cab aggregators could surprise
customers with a free ride, or with a gift card to a local restaurant.
• Social media: Social media is a great way to create WOW!Moments. This is
because social media allows customers to share their experiences with
others. When customers share their positive experiences with a brand on
social media, it can have a ripple effect and attract new customers. For
example, cab aggregators could create a contest on social media where
customers can win free rides.
• Technology: Technology can be used to create WOW!Moments. For
example, cab aggregators could use technology to track the customer's
location and suggest rides that are based on the customer's current location.
Technology can also be used to provide real-time updates to customers, such
as ETAs and traffic information.

Here are some specific examples of how cab aggregators like Ola and Uber can
create WOW!Moments with customer engagement:

• Ola could offer a free ride to a customer who has their birthday on a
particular day.
• Uber could suggest rides to customers based on their past travel history.
• Both Ola and Uber could use social media to run contests where customers
can win free rides.
• Both Ola and Uber could use technology to track the customer's location and
suggest rides that are based on the customer's current location.

By following these strategies, cab aggregators can create WOW!Moments that will
keep customers coming back for more.

In addition to the above, here are some other factors that cab aggregators can
consider to create WOW!Moments:

• The quality of the customer service: Cab aggregators should ensure that
their customer service is top-notch. This means being responsive to
customer queries, and resolving issues quickly and efficiently.
 • The cleanliness of the cars: Cab aggregators should ensure that their cars are
clean and well-maintained. This will give customers a positive first
impression, and it will make them more likely to use the service again.
• The safety of the rides: Cab aggregators should ensure that their rides are
safe. This means conducting background checks on drivers, and providing
customers with the option to share their ride details with a friend or family
member.

By focusing on these factors, cab aggregators can create WOW!Moments that will
keep customers coming back for more.


 404 MKT : MARKETING STRATEGY
(2019 Pattern) (Semester - IV)

Time : 2½ Hours] [Max. Marks : 50

Instructions to the candidates :
1) All the questions are compulsory.
2) Figures to the right indicate full marks.
3) Draw neat labelled diagrams wherever necessary.
4) Give suitable examples wherever necessary.

Q1) Solve any five : [5 × 2 = 10]

a) Define the term strategy.
b) Describe the term Marketing Strategy.
c) Recall the steps for the process of Marketing Audit.
d) Describe the term Marketing Intelligence with suitable example.
e) Define Market Forecasting.
f) Describe Product user Positioning with suitable example.
g) Recall the five dimensions on which an organization may differentiate its
market offerings?
h) Enumerate any four strategies for Market Challenger.

a) Define the term strategy.

A strategy is a plan of action that is designed to achieve a specific goal. It is a
long-term plan that takes into account the organization's strengths, weaknesses,
opportunities, and threats.
b) Describe the term Marketing Strategy.
A marketing strategy is a plan of action that is designed to achieve a specific
marketing goal. It is a subset of the organization's overall strategy, and it takes into
account the organization's target market, marketing mix, and competitive
environment.
c) Recall the steps for the process of Marketing Audit.
The steps for the process of marketing audit are:
1. Define the scope of the audit. This includes identifying the areas that will be
reviewed, such as the marketing mix, the target market, and the competitive
environment.
2. Gather data. This data can be collected from internal sources, such as sales
data and customer surveys, or from external sources, such as industry
reports and competitor analysis.
3. Analyze the data. This involves identifying the strengths, weaknesses,
opportunities, and threats that the organization faces.
 4. Develop recommendations. This includes making recommendations for how
the organization can improve its marketing strategy.
5. Implement the recommendations. This involves putting the
recommendations into action.
d) Describe the term Marketing Intelligence with suitable example.
Marketing intelligence is the process of gathering, analyzing, and interpreting
information about the marketing environment. This information can be used to
make better marketing decisions.
For example, a company might gather marketing intelligence by conducting
market research, monitoring social media, or reading industry publications.
e) Define Market Forecasting.
Market forecasting is the process of predicting future demand for a product or
service. This information can be used to make better marketing decisions, such as
setting prices and determining production levels.
There are a number of different methods that can be used to forecast market
demand. Some common methods include:
• Trend analysis: This involves looking at historical data to identify trends in
demand.
• Surveys: This involves asking potential customers about their future buying
intentions.
• Expert opinions: This involves asking experts to make their predictions
about future demand.
f) Describe Product user Positioning with suitable example.
Product user positioning is the process of creating a mental image of a product or
service in the minds of consumers. This image should be designed to differentiate
the product or service from its competitors and to appeal to a specific target
market.
For example, Apple positions its products as being stylish and innovative, while
Samsung positions its products as being affordable and reliable.
g) Recall the five dimensions on which an organization may differentiate its
market offerings?
The five dimensions on which an organization may differentiate its market
offerings are:
• Product features: This includes the physical characteristics of the product,
such as its size, color, and design.
• Price: This includes the amount of money that consumers have to pay for the
product.
• Place: This includes the location where the product is available for purchase.
• Promotion: This includes the activities that are used to communicate the
product's benefits to consumers.
• People: This includes the people who are involved in the marketing of the
product, such as the sales force and customer service representatives.
h) Enumerate any four strategies for Market Challenger.
Market challengers are organizations that are trying to increase their market share
in a market that is already dominated by one or more other organizations. There
are a number of different strategies that market challengers can use to achieve this
goal.
Four of these strategies are:
 • Differentiation: This involves differentiating the product or service from its
competitors in order to appeal to a specific target market.
• Cost leadership: This involves reducing costs in order to be able to offer the
product or service at a lower price than its competitors.
• Focusing: This involves focusing on a specific segment of the market and
tailoring the product or service to meet the needs of that segment.
• Innovation: This involves introducing new products or services that are not
offered by competitors.

Q2) Solve any two : [2 × 5 = 10]

a) Differentiate between Strategy & Tactics with relevant examples.
Sure. Here are the key differences between strategy and tactics:
• Strategy: A strategy is a long-term plan of action that is designed to achieve
a specific goal. It is a broad plan that takes into account the organization's
strengths, weaknesses, opportunities, and threats.
• Tactics: Tactics are the specific actions that are taken to implement a
strategy. They are the short-term, day-to-day activities that are used to
achieve the strategy's goals.
Here are some examples of how strategy and tactics can be differentiated:
• Strategy: A company might decide to enter a new market as part of its
overall growth strategy. This would be a long-term decision that would
require the company to make a number of investments, such as setting up
new production facilities and hiring new employees.
• Tactics: Once the company has decided to enter a new market, it would need
to develop a number of tactics to implement its strategy. These tactics might
include conducting market research, developing a marketing plan, and
setting a price point for its products.
Here is a table that summarizes the key differences between strategy and tactics:
Strategy Tactics
Long-term Short-term
Broad Specific
Takes into account the organization's Focused on achieving the strategy's
strengths, weaknesses, opportunities, goals
and threats
Examples: entering a new market, Examples: conducting market
expanding into new product lines, research, developing a marketing
increasing market share plan, setting a price point
 b) Explain the criteria’s to assess Business Opportunities by Marketers.
here are some of the criteria that marketers use to assess business opportunities:
• Market size and growth: Market size is the total value of all sales in a
particular market. Market growth is the rate at which the market is growing.
Marketers need to assess the size and growth of a market to determine if it is
a viable opportunity.
• Target market: The target market is the group of people who are most likely
to buy the product or service. Marketers need to assess the target market to
determine if it is large enough and profitable enough to pursue.
• Competitive landscape: The competitive landscape is the set of companies
that are competing in a particular market. Marketers need to assess the
competitive landscape to determine if there is room for their company to
compete successfully.
• Barriers to entry: Barriers to entry are factors that make it difficult for new
companies to enter a market. Marketers need to assess the barriers to entry
to determine if it is feasible for their company to enter a particular market.
• Profit potential: The profit potential is the amount of money that a company
can make in a particular market. Marketers need to assess the profit potential
to determine if it is worth pursuing a particular opportunity.
• Organizational fit: The organizational fit is the extent to which a particular
opportunity aligns with the company's overall goals and strategies.
Marketers need to assess the organizational fit to determine if a particular
opportunity is a good fit for their company.
In addition to these criteria, marketers may also consider other factors, such as the
company's resources, the company's risk tolerance, and the company's culture.
Here are some additional thoughts on the criteria for assessing business
opportunities:
• The criteria should be specific and measurable. This will help marketers to
track their progress and to make informed decisions.
• The criteria should be relevant to the company's goals and strategies. This
will help marketers to focus on opportunities that are most likely to be
successful.
• The criteria should be flexible. The market environment is constantly
changing, so the criteria should be able to adapt to these changes.
By carefully assessing business opportunities, marketers can increase their chances
of success.

c) Discuss the challenges of a Mature market for a FMCG Company.

here are some of the challenges of a mature market for a FMCG company:
• Slow growth: Mature markets are characterized by slow growth. This means
that there are fewer opportunities for companies to grow their sales.
• High competition: Mature markets are also characterized by high
competition. This means that companies need to work hard to differentiate
themselves from their competitors.
• Declining demand: In some cases, mature markets may even experience
declining demand. This means that companies need to find ways to reinvent
themselves or risk losing market share.
• Changing consumer needs: Consumer needs are constantly changing. This
means that companies need to be constantly innovating in order to meet the
needs of their customers.
• Regulatory challenges: Mature markets are often subject to strict
regulations. This can make it difficult for companies to operate in these
markets.
Here are some additional thoughts on the challenges of mature markets for FMCG
companies:
• The need for innovation: In order to succeed in mature markets, FMCG
companies need to be constantly innovating. This means developing new
products and services that meet the needs of their customers.
• The need for differentiation: FMCG companies need to find ways to
differentiate themselves from their competitors. This can be done by
focusing on a specific niche market, offering a superior product or service,
or developing a strong brand.
• The need to focus on customer relationships: FMCG companies need to
focus on building strong customer relationships. This can be done by
providing excellent customer service, offering loyalty programs, and
listening to customer feedback.
By understanding the challenges of mature markets, FMCG companies can
increase their chances of success in these markets.

Q3) Solve any one : [1 × 10 = 10]

a) Demonstrate the use of Porters five Force Model for a Retail Industry.
here is an example of how Porter's Five Forces Model can be used for a retail
industry:

Bargaining power of suppliers: The bargaining power of suppliers in the retail

industry is relatively high. This is because there are a limited number of large
suppliers who control the supply of goods to retailers. This means that retailers
have to compete with each other to get the best deals from suppliers.
Bargaining power of buyers: The bargaining power of buyers in the retail industry
is also relatively high. This is because there are a large number of consumers who
are able to shop around for the best deals. This means that retailers have to
compete with each other to attract and retain customers.
Threat of new entrants: The threat of new entrants in the retail industry is
moderate. This is because there are a number of barriers to entry, such as the need
for large capital investments and the need for a strong brand. However, the threat
of new entrants is increasing as online retailers become more popular.
Threat of substitute products: The threat of substitute products in the retail industry
is high. This is because there are a number of alternative ways for consumers to
get the goods and services they need, such as online shopping and direct-to-
consumer sales.
Intensity of rivalry among existing firms: The intensity of rivalry among existing
firms in the retail industry is high. This is because there are a large number of
retailers competing for a limited number of customers. This means that retailers
have to compete on price, product selection, and customer service in order to
succeed.

By understanding the five forces, retailers can develop strategies to mitigate the
threats and take advantage of the opportunities in the retail industry.

Here are some additional thoughts on the use of Porter's Five Forces Model for the
retail industry:

• The five forces can be used to assess the competitive landscape of the retail
industry.
• The five forces can be used to identify opportunities for growth and
expansion.
• The five forces can be used to develop strategies to mitigate the threats in
the retail industry.

By understanding the five forces, retailers can make better decisions about how to
compete in the retail industry.

b) Construct a BCG Product PORTFOLIO Matrix for a Soft drink provider

(Coca Cola).

here is a BCG Product Portfolio Matrix for a soft drink provider (Coca-Cola):
Cash Cows: These are products that have a high market share in a slow-growing
market. They generate a lot of cash, but they don't require a lot of investment.
Examples of cash cows for Coca-Cola include Sprite, Fanta, and Dasani.
Stars: These are products that have a high market share in a growing market. They
require a lot of investment, but they also generate a lot of cash. Examples of stars
for Coca-Cola include Coca-Cola Zero Sugar, Diet Coke, and Powerade.
Question Marks: These are products that have a low market share in a growing
market. They require a lot of investment, but they may not generate a lot of cash.
Examples of question marks for Coca-Cola include Simply Orange, Honest Tea,
and Fairlife.
Dogs: These are products that have a low market share in a slow-growing market.
They generate very little cash and require a lot of investment. Examples of dogs
for Coca-Cola include Tab, Schweppes, and Vault.

The BCG Product Portfolio Matrix is a tool that can be used to help soft drink
providers make decisions about their product portfolio. By understanding the
different types of products in their portfolio, providers can make better decisions
about how to allocate resources and how to grow their business.

Here are some additional thoughts on the BCG Product Portfolio Matrix for a soft
drink provider:

• The matrix can be used to assess the current state of the product portfolio.
• The matrix can be used to identify opportunities for growth and expansion.
• The matrix can be used to develop strategies to mitigate the threats in the
soft drink industry.

By understanding the BCG Product Portfolio Matrix, soft drink providers can
make better decisions about how to compete in the soft drink industry.

Q4) Solve any one : [1 × 10 = 10]

a) Classify the organizational specific strategies in details support your
answers with relevant examples.
here are some organizational specific strategies classified in details with relevant
examples:

• Cost Leadership: This strategy is aimed at reducing costs in order to be able

to offer the product or service at a lower price than competitors. This can be
 achieved by using efficient production methods, negotiating lower prices
with suppliers, or reducing marketing and sales expenses.
• Differentiation: This strategy is aimed at differentiating the product or
service from competitors in order to appeal to a specific target market. This
can be achieved by offering a unique product or service, developing a strong
brand, or providing excellent customer service.
• Focusing: This strategy is aimed at focusing on a specific segment of the
market and tailoring the product or service to meet the needs of that
segment. This can be achieved by targeting a specific geographic area, a
specific demographic group, or a specific product or service category.
• Innovation: This strategy is aimed at introducing new products or services
that are not offered by competitors. This can be achieved by conducting
research and development, acquiring new technologies, or partnering with
other companies.
• Growth: This strategy is aimed at increasing sales and market share. This
can be achieved by expanding into new markets, launching new products or
services, or acquiring other companies.
• Stability: This strategy is aimed at maintaining the current level of sales and
market share. This can be achieved by focusing on improving efficiency,
reducing costs, or increasing customer loyalty.
• Retrenchment: This strategy is aimed at reducing costs and/or sales in order
to return to a more profitable position. This can be achieved by closing
unprofitable businesses, laying off employees, or selling off assets.

These are just some of the most common organizational specific strategies. The
best strategy for a particular organization will depend on the organization's goals,
resources, and competitive environment.

Here are some examples of companies that have used these strategies successfully:

• Cost leadership: Walmart is a good example of a company that has used a

cost leadership strategy successfully. Walmart has been able to reduce costs
by using efficient supply chain management, negotiating lower prices with
suppliers, and reducing marketing and sales expenses.
• Differentiation: Apple is a good example of a company that has used a
differentiation strategy successfully. Apple has been able to differentiate its
products by offering a unique design, developing a strong brand, and
providing excellent customer service.
• Focusing: Whole Foods Market is a good example of a company that has
used a focusing strategy successfully. Whole Foods Market has focused on
the natural and organic foods market and has tailored its products and
services to meet the needs of that segment.
 • Innovation: Tesla is a good example of a company that has used an
innovation strategy successfully. Tesla has introduced new products, such as
the electric car, that were not offered by competitors.
• Growth: Amazon is a good example of a company that has used a growth
strategy successfully. Amazon has grown by expanding into new markets,
launching new products and services, and acquiring other companies.
• Stability: Procter & Gamble is a good example of a company that has used a
stability strategy successfully. Procter & Gamble has focused on
maintaining its current level of sales and market share by focusing on
improving efficiency, reducing costs, and increasing customer loyalty.
• Retrenchment: General Electric is a good example of a company that has
used a retrenchment strategy successfully. General Electric has reduced
costs and sales in order to return to a more profitable position.

By understanding these different organizational specific strategies, businesses can

develop strategies that are tailored to their specific goals and circumstances.

b) Formulate Marketing databases for Super Market Retailers.

here are some of the key elements that should be included in a marketing database
for supermarket retailers:

• Customer data: This includes information such as customer name, address,

email address, shopping habits, and purchase history.
• Product data: This includes information such as product name, description,
price, and inventory levels.
• Sales data: This includes information such as sales volume, sales revenue,
and sales trends.
• Marketing campaign data: This includes information such as campaign
name, campaign objective, campaign budget, and campaign results.
• Demographics: This includes information such as age, gender, income, and
education level.
• Psychographics: This includes information such as lifestyle, values, and
interests.

By collecting and storing this data in a marketing database, supermarket retailers

can gain valuable insights into their customers, products, and sales. This
information can be used to improve marketing campaigns, target customers more
effectively, and make better business decisions.

Here are some specific examples of how supermarket retailers can use marketing
databases:
 • To create targeted marketing campaigns: By segmenting their customer base
and targeting specific groups of customers with relevant marketing
messages, supermarket retailers can improve the effectiveness of their
marketing campaigns.
• To improve customer service: By tracking customer purchase history and
preferences, supermarket retailers can provide more personalized customer
service.
• To increase sales: By analyzing sales data and trends, supermarket retailers
can identify opportunities to increase sales.
• To improve product assortment: By tracking product sales and inventory
levels, supermarket retailers can ensure that they are stocking the products
that their customers want.
• To make better business decisions: By analyzing marketing data,
supermarket retailers can make better decisions about pricing, promotions,
and other marketing initiatives.

By using marketing databases effectively, supermarket retailers can gain a

competitive advantage and improve their bottom line.

Here are some additional thoughts on the use of marketing databases for
supermarket retailers:

• The data in the marketing database should be accurate and up-to-date.

• The data should be organized in a way that makes it easy to access and
analyze.
• The data should be used to improve marketing campaigns, target customers
more effectively, and make better business decisions.

By following these guidelines, supermarket retailers can ensure that they are using
their marketing databases effectively.

Q5) Solve any one : [1 × 10 = 10]

a) Develop a Vertical Integration Strategy for I-Phone.
here are some ideas for a vertical integration strategy for the iPhone:

• Own the supply chain: Apple could acquire or invest in companies that
supply components for the iPhone, such as display makers, chipmakers, and
battery manufacturers. This would give Apple more control over the quality
 and cost of its components, and it could also help Apple to reduce its
reliance on third-party suppliers.
• Own the retail channel: Apple could open its own retail stores, or it could
acquire existing retail chains. This would give Apple more control over the
customer experience, and it could also help Apple to generate more revenue
from selling accessories and other products.
• Offer services: Apple could offer services that complement the iPhone, such
as cloud storage, music streaming, and mobile payments. This would help
Apple to generate more revenue from the iPhone, and it would also help
Apple to lock in customers.

By pursuing a vertical integration strategy, Apple could gain more control over its
products and services, and it could also generate more revenue from the iPhone.

Here are some of the potential benefits of vertical integration for the iPhone:

• Better control over quality: By owning the supply chain, Apple could ensure
that the components used in the iPhone are of the highest quality. This
would help to improve the overall quality of the iPhone, and it could also
help to reduce the number of recalls and warranty repairs.
• Lower costs: By owning the retail channel, Apple could reduce the costs of
selling the iPhone. This would help to increase the profit margins on the
iPhone, and it could also help to make the iPhone more affordable for
consumers.
• Increased revenue: By offering services that complement the iPhone, Apple
could generate more revenue from the iPhone. This would help to boost
Apple's profits, and it could also help to make the iPhone more attractive to
consumers.

However, there are also some potential risks associated with vertical integration:

• Increased costs: Vertical integration can lead to increased costs, as Apple

would need to invest in new businesses and infrastructure. This could make
the iPhone less affordable for consumers, and it could also reduce Apple's
profits.
• Reduced flexibility: Vertical integration can reduce flexibility, as Apple
would be less able to adapt to changes in the market. This could make it
difficult for Apple to compete with other smartphone manufacturers.
• Increased risk: Vertical integration can increase risk, as Apple would be
exposed to more risks in the supply chain and the retail channel. This could
make it more difficult for Apple to control its costs and profits.
Overall, vertical integration can be a risky strategy, but it can also be beneficial for
companies that are able to execute it successfully. In the case of the iPhone,
vertical integration could help Apple to improve the quality, reduce the costs, and
increase the revenue of its products.

b) Design a five step process for choosing attractive market segments for a
clothing brand.
here are the five steps for choosing attractive market segments for a clothing
brand:

1. Define the target market: The first step is to define the target market. This
includes identifying the demographic and psychographic characteristics of
the people who are most likely to be interested in the brand's products.
2. Analyze the market: The next step is to analyze the market. This includes
identifying the size and growth potential of the market, as well as the level
of competition.
3. Identify market segments: The third step is to identify market segments.
This involves dividing the target market into smaller groups of people who
share similar needs and wants.
4. Evaluate market segments: The fourth step is to evaluate market segments.
This involves assessing the attractiveness of each segment based on factors
such as size, growth potential, and competition.
5. Select market segments: The fifth and final step is to select market
segments. This involves choosing the segments that are most attractive to
the brand.

Here are some additional thoughts on the process of choosing attractive market
segments for a clothing brand:

• The process should be data-driven. The brand should collect and analyze
data about the target market, the market, and the market segments.
• The process should be flexible. The brand should be prepared to adjust its
target market and market segments as the market changes.
• The process should be focused on the brand's strengths. The brand should
choose market segments that match its strengths and capabilities.

By following these steps, the brand can choose attractive market segments that are
likely to be successful.

Here are some examples of market segments that might be attractive for a clothing
brand:
 • Geographic segments: This could involve targeting people in a particular
region, city, or neighborhood.
• Demographic segments: This could involve targeting people of a certain
age, gender, income level, or education level.
• Psychographic segments: This could involve targeting people with a
particular lifestyle, personality, or values.
• Behavioral segments: This could involve targeting people who have a
particular interest in fashion, or who are likely to buy clothes online.

By targeting attractive market segments, the clothing brand can increase its
chances of success.

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