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Marketing Management End Semester Examination Total Marks 50 Time 2 Hrs All questions to be attempted. Please be precise.

e. Neatness and brevity will be appreciated. Section A 8 Questions X 5 Marks Each

1. Differentiate between Expected Product, Augmented Product and Potential Product. 2. What are the distinctive characteristics of services? Also mention the categories of Service Mix. 3. Define a. Markup Pricing b. Target Return Pricing c. Value Pricing d. Market Penetration Pricing e. Market Skimming Pricing 4. What are the different Channel Levels (Consumer Marketing and Industrial Marketing)? Also differentiate between exclusive, selective and intensive distribution. 5. Define with an example: a. Co-Branding b. Product Assortment c. Brand Equity d. Ingredient Branding e. Line Filling 6. What are the characteristics of Rural Markets? 7. Define Innovation and give an example of innovation for a. A product b. Pricing c. Distribution d. Communication 8. Explain with examples for each strategy, the Ansoffs Product Market Expansion Grid. Section B 2 Questions X 5 Marks Each

Please refer to the Caselet below to answer questions given at the end of it. Chill-out A company that manufactures, distributes and markets pharmaceutical soft drinks, was started by an Indian entrepreneur in 2001. It has had to face tough competition from bigger established players both Indian and Multinationals. In the initial years, however, over a period of time, Chill-Out had created distinctive brand equity, primarily through effective marketing strategies and a sales force with very low attrition levels.

In 2004, the MD Mr. Anycat Rauw, in a board meeting felt that diversification into an area of manufacturing and marketing coffee with milk, cocoa and sugar would be good for the company. The brand management, R&D and finance departments were enthusiastic about the whole idea. The company promoted its coffee as Chill-Coffee and was supplied in a 300gm @ ` 70. In the introduction stage there was a huge ad campaign in health magazines, hoardings, television and newspapers, with the USP of cocoa, milk and sugar and a price targeted at the middle class, who used to buy unbranded coffee @ ` 40 - 50. The distribution channel included 80 stockists and a sales force of 180 representatives and was the present at supermarkets and shops with which the representatives had an excellent rapport. Discount coupons @ ` 5 / 300 gm packet, were given to stockists to pass on to customers. The validity of the discount coupons was 6 months. Despite all this, sales didnt attract many customers and the sale of the other brands wasnt affected rather it increased marginally for competitors. The company could achieve only 20% of its sales target. Q1. Discuss the reasons for the failure and suggest the marketing strategy for improving the market position. Q2. Discuss the promotional plan for pushing sales as also the distribution strategy of the same.