MS6 Marketing for Managers June 2007

MANAGEMENT PROGRAMME
Term-End Examination

MS6 MARKETING FOR MANAGERS

June 2007

Time: 3 hours
Maximum Marks: 100
(Weightage 70%)

Note : (i) Attempt any three questions from Section A.
(ii) Section B is compulsory.
(iii) All questions carry equal marks.

SECTION A

l - Explain the various segmentation bases used by marketers, with suitable illustrations. Suggest suitable segmentation basis for the following, giving reasons :

(i) Light Commercial Vehicles (LCV)

(ii) Contact lenses

2. (a) How does the Product Life Cycle (PLC) influence the marketing mix decisions ? Explain with suitable examples.

(b) Packaging has a direct bearing on the consumer buying behaviour. Explain.

3. (a) Distinguish Primary data from Secondary data' Enumerate and discuss briefly the major sources of secondary data available for the marketers. What are the limitations of using secondary data ?

(b) Why and when do firms go in for related and unrelated diversification decisions ? Explain with examples.

4. Write short notes on any three of the following :

(a) Matrix organisation

(b) Product augmentation

(c) Cyber marketing

(d) Steps in selling process

(e) Determinants of Price

SECTION B

5. Read carefully the following two case situations and answer the questions rnentioned at the end of each case.

(a) Nestle has launched brands Quality Stree, Lion and After Eight (Chocolates). These brands are being imported from Europe. Qualtty Street is an assortment of chocolates priced at Rs. 175 for 218 gm. After Eight is a popular adult chocolate priced at Rs. 125 for 200 gm and Lion is a caramel wafer bar pnced at Rs. 20 for a 45 gm bar. (Kit Kat is priced at Rs. 6 for a 17 gm bar and has a chocolaty taste while Lion has a crunchy taste). The brands have different tastes and will appeal to different target segments (though the target segment is one which may have already been exposed to these brands during visits abroad). These brands have been introduced in metros in upmarket stores which sell brands bears the label "lmported by Nestle India Ltd." indicating that they may be better than smuggled ones (which may be stale).

Question

Suggest suitable media /media vehicles for promoting these brands. Give reasons in support of your answer.

(b) The herbal shampoo market is valued at around Rs. 100 crores. Nyle, Ayur, Dabur and Biotique are some of the established brands in the market. Helene Curtis (JK Group) has introduced a premium herbal shampoo (with variants Shikskai, henna and qmla and brqhmi and josur) priced between Rs. 80 and Rs. 90 (500 ml) for different types of hair. The proposition is the benefits offered by the variant based on the combination of herbs. The benefits offered by the variants range from extra protection and nourishment to colour, body and bounce. The shampoos have been launched under the brand name Premium Herbsl Shsmpoos and they target urban housewives with a monthly household income of Rs.25,000. The brand is distributed through 70,000 retail outlets and 120 Raymond shops. The company has planned only point of purchase (POP) posters initially and may consider the electronic media later. The shampoo has an annual advertising expenditure of Rs. 10 crores.

Question

Comment on the marketing mix of JK's Premium Herbsl Shampoos and give suggestions for making it more effective.