Beruflich Dokumente
Kultur Dokumente
Word limits are to be maintained strictly, wherever mentioned. There will be severe penalty
points for exceeding word limits!
All answers have to be written in one A4 size sheet
Spend more time in reading and understanding the questions. Answers should be short
Q1. For each of the following Marketing situations, state, giving reasons, whether you will do a primary
research in the form of Qualitative Research OR Quantitative Research OR Both OR None (only some
Secondary research will be enough!). In case you mention Both Quantitative and Qualitative Research
are required, mention which one will be done first (or maybe, Both can be done simultaneously!)
a. P&G is planning to launch a fairness cream and it has the product and packaging format ready
(after researching them). It has also researched possible brand names and has finally arrived at
two Fair & Glow, Fair & Shine. P&G now wants to finalize, which brand name to go ahead with
b. HUL is planning to change the positioning of Dove. They would want to generate a large number of
ideas for the new positioning and then finally shortlist one
c. ITC has launched (just a test launch!) its new detergent powder in Madurai and Asansol. After 30
days of launch, ITC wants to know Awareness, Trial and Repeat purchase of the brand. It also
wants a detailed feedback of its product features among a few who have already started using it
regularly
(Max 30 words for each answer, 3 MARKS for each, i.e. 12 MARKS)
Q3. In a longitudinal study, 400 consumers were asked which brand of soap they purchased the last time.
This was done once in the month of April and then in the month of June. The responses were as follows: