Marketing Management April 2022

NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Management

Internal Assignment Applicable for April 2022 Examination

1. The concept of reserving an Ola Scooter by paying ₹499 means that customer will be first in line to purchase it when the company announces its deliveries. The company also gives an option to cancel and get a refund anytime. Based on the statement, plan an appropriate

Segmentation, Targeting for Ola Scooter considering the profile of the Indian consumer. (10 Marks)

2. After PUBG Mobile reentered the Indian market in the form of Battlegrounds Mobile India, ByteDance may be attempting something similar with TikTok. ByteDance has applied for a new trademark having ‘TickTock’ as the wordmark with the Ministry of Commerce & Industry. Suggest a suitable promotion mix for ‘TickTock’

(10 Marks)

3. Read the case & answer the questions based on the case:

Britannia Marie Gold is facing severe competition in the markets where they were leaders. Due to entry of new players, the company has witnessed a decline in sales. The Marketing head has called for meeting along with the Brand Management team to discuss the way out to face the increasing competition.

a. What Line extension strategies would you suggest to counter the competition? Justify your answer. (5 Marks)

b. Suggest an appropriate promotion mix for Britannia Marie Gold. (5 Marks)

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