ABBS SCHOOL OF MANGEMENT

PGDM II TRIMESTER - TERM END EXAMINATION

SUBJECT: MARKETING MANAGEMENT

Time: 2 hr 30 Mins Max Marks: 80

SECTION A

Answer any TWO. Each carries TEN Marks 2x10=20 Marks

1. “BCG Matrix identifies the prospects of brands. PLC strategies are decisive and
implemented to ensure the success of products based on conclusions arrived at BCG.”
Justify the statement. Illustrate your answers quoting four examples of FMCG brands of
your choice. CO1&CO2

2. Promotions make a larger impact on positioning of the products/brands. You being

Marketing Manager of new Food delivery Company identify & analyze the target
segment and determine promotional mix to popularize new brand (Name the business).
Substantiate your answers. CO4

3. Discuss the implications of what is meant when direct marketing is described as pro-
active approach to marketing, by taking product or service direct to customers rather than
waiting for them to come to the seller. CO1 &CO3

SECTION B

Answer any TWO. Each question carries TWENTY Marks 2x20=40 Marks

4. Design the marketing mix for the following products. Justify your answer. CO5
a.) Branded wheat flour
c.) Restaurant

5. FoodSetGo Ltd. Is fast growing fast food company. It has 42 product lines consisting of
Pizzas, burgers, sandwich, chats, etc. It had a wide distribution network throughout the
country catering through the retailers. It has top brand ambassadors. The products
advertised in various visual, print and virtual medias such as TV, magazines, newspapers
and social networking sites. The company has earned goodwill and surplus profits. Being
successful in fast food industry the management decides to enter into ice-cream segment
in all major cities of the country. India’s current ice-cream market is worth Rs. 3000 cr,
including the unorganized sector. There are few strong competitors existing in all major
cities. The management has decided to first conduct a market survey to understand the
 present market conditions. The company plans to invite top stars and leading sport stars
for inauguration.

Questions:
a. What are the segmentation and Targeting variables required to be studied by
FoodSetGo Ltd researchers? CO3
b. How New Product Development process be adopted by FoodSetGo Ltd in its venture
into Ice-cream product line CO4

6. Many marketers now believe that teenagers are becoming “Global Consumers”, i.e.,
teenagers around the world are increasingly changing their consumption and purchasing
pattern specially in developing countries. Critically evaluate the following questions.
CO5
Questions:
a. Explain how macro environmental factors influence the teenagers’ global consumer
Behavior.
b. What Marketing strategies need to be designed for such consumers?

SECTION C

Case Study-Compulsory 20 Marks

7. Dr. S Chakraborthy was domiciled in Los Angelis, USA for last one decade. After getting
his masters in Food Technology from University of California, he obtained a Ph.D
specializing in “High Protein Products”. After completing his education, he joined a
company HyPro Inc as a Director of R & D.the company developed different types of
high protein products which were marketed through a large number of departmental
stores throught US. The Company enjoyed a good reputation.

Dr.Chakraborthy was seriously thinking of returning to India and settling down in his
hometown Bengaluru. He was also toying with the idea for the last two or three years to
set up a plant to produce high protein products in India. During his earlier visits, after
talking to different people. He had noticed the availability of soyabean in abundance. He
had carried out several experiments in his laboratory and had developed what he called
“soyabean milk”. He felt that for a country like India with the majority of the children
being under nourished, this would be an ideal product.
 Soyabean milk will have a percentage of normal milk, water and other raw materials
added to give it high protein value. It will be pasteurized, so refrigeration would not be so
essential and will have almost the same or even better life than average milk. Soyabean
milk will cost 15% more than regular milk but he felt it was justified due to its high
protein value. He felt that other substitutes will be tem times costlier.

Technically, he was confident about the production of soyabean milk. But he had a doubt
on marketing and commercial viability. His friends had informed him that recently two
companies had already introduced soyabean milk in India. This did not worry hi as he felt
that his product would be superior and with such a large population in India, even a
dozen competitors should do reasonably good business. CO5 & CO6

Questions:
a. What STP strategy Dr. Chakraborthy is suggested to plan and implement? 8 Marks
b. Suggest the best pricing approach for the Soyabean Protein products to be introduced
in the PAN India market. 6 Marks
c. According to you which distribution channel is best suited and Why? 6 Marks