Product & Brand Management V2 MBA Marketing

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Assignment A (Answer any 3 questions)

  1. Discuss the scope of product management in marketing environment?
  2. Discuss the aggregated market factors, their impact on category attractiveness and give aspecific source for where you’d get the information for each of them.
  3. Market potential is the techniques to know the exact capability of market. Explain how weestimate market potential.
  4. What is the difference between skimming and penetration strategy?
  5. What is product life cycle? What are its characteristics?
  6. Explain the concept of Brand Extendability.
  7. How a brand makes an image in the mind of customer? Give a suitable example.
  8. What is the difference between brand awareness and brand loyalty?

 

Case study

 

Case Study: Lipton and Kai Shii

 

Competitors in the iced-tea market

 

Unilever Bestfoods, USA and Shin Shii, Taiwan are competitors in the rapidly growing icedteamarket with their brands Lipton (in alliance with Pepsi) and Kai Shii respectively.Unilever has also introduced an instant hot-tea can by the name of Brooke Bond’s PG Tips.Kai Shii is about to be launched in the US market. The following study evaluates variousmarket segmentation strategies, potential consumer target segments, and factors to forecastdemand that were used or could have been used by these two companies. The main referencefor this report was Chapter 3 of the textbook ‘Principles of Marketing’ by Kotler et al.

The main results of the analysis are as follows:

Both companies’ SWOT analysis reveals that they are dominant and successful intheir home markets.

Kai Shii would require a great amount of effort to market itself and bridge thecultural divide and varying tastes and perceptions between Taiwanese and Americanconsumers.

Behavioural (seeking convenience, health conscious), demographic (age groups) andgeographic factors largely influence the market segmentation.

Pricing amongst competitors in the same product category plays a vital role

compared to pricing amongst for example, carbonated soft drinks etc.

Future demand for the iced tea market or any other segment is based on the growthrate of current market segment bases such as age, income and nationality.

Both companies require different approaches to their marketing strategies. The following arethe recommendations:

Lipton and Pepsi should expand their market reach across other segments to ward offemerging competitors and increase product visibility.

Lipton iced teas should be made available in various packaging sizes and prices.

Brooke Bond’s ready-to-drink hot tea cans should capitalise on the parent company’sobjective of increased customer convenience and the advantage of having developed aunique technology. Thus, it can be priced higher.

Shin Shii’s entry into the American market should focus on selecting a distributorbased on mutual trust and initially conducting trials and pilot schemes in cinemas,fun-fairs etc. to gauge general consumer response.

Shin Shii should change the name of its product to suit the American market and sellat lower prices than Lipton unless it feels that Kai Shii’s demand is based on or isincreasing due to its unique flavour or product quality.

  1. INTRODUCTION

The following report focuses on the growing canned iced-tea beverage market, with anemphasis on the Western market. This development led to opportunities for UnileverBestfoods, USA (herein referred to as ‘Unilever’) and Shin Shii, Taiwan to exploit themfurther through efficient marketing with their brands Lipton and Kai Shii respectively. Astudy was conducted to evaluate effective strategies for market segmentation and identifysuitable and potentialmarkets for iced-tea manufacturers to enter. In addition, factors thatcould be used to forecast future demand were described.

The main aims and objectives of this study are outlined as follows:

1) Understand what kind of markets drive a high demand for iced tea and the reasonsbehind them.

2) Recommend market coverage strategies and market entry strategies for Unilever andShin Shii respectively.

3) Recommend brand-positioning strategies for Lipton and Kai Shii and an alternativehot ready to drink tea beverage by Unilever.

Background: The Unilever Group is one of the world’s leading suppliers of fast-movingconsumer goods. Their Lipton brand is a leader in the US market, besides having asignificant global presence. They have also developed a ready to drink hot canned tea productunder the name of Brook Bond’s PG Tips (herein referred to as Brooke Bond). Shin Shii is asmall company based in Taiwan, and already successful with its oolong iced tea beveragesdrink in Taiwan. It now wants to target the Western markets.

Assumptions:

1) The market for iced-teas has not undergone any permanent steep changes

either on the demand side or supply side, whether positive or negative.

2) However, it is a steadily growing market with a long way to go before saturation.

3) Lipton’s iced tea and Kai Shii’s oolong iced tea are fundamentally very close or similarand fall under the same product category.

4) ‘Western’ markets refer to the North American market.

Limitations:

The main reference (Kotler et al text, 2001) is slightly outdated, that may thusfail to include changes in the company’s profile or business portfolio. For example, Lipton’salliance with Pepsi may no longer exist. Also, relatively lesser information could be obtainedabout Shin Shii, as it is still a very obscure and less known company internationally.Theoretical Framework and Methodology: The analysis of this case study is based on the

marketing theories of:

  1. I) Strategic Planning with SWOT analysis
  2. II) Marketing Planning

Both theories are described in the marketing textbook by Kotler et al and each contain severalother components that would be defined and discussed. Some additional research was alsocarried out, especially pertaining to demand forecasting. Non-numerical data was largelysufficient to support or be used for recommending marketing strategies except when marketshare had to be discussed.

Report structure:

The report began with an executive summary and a brief introduction. Itwill be followed by an analysis and interpretation of the case and a short conclusion. It willend with a set of recommendations, links for further study, references and an appendix.

  1. ANALYSIS AND INTERPRETATION

Strategic Planning: The fast moving consumer goods (FMCG) market is highly volatile andtrends in market demand or supply oscillate frequently. In such circumstances, companiesentering this market must be clear of their objectives and purpose to ensure sustainability. Forexample, Unilever wants to “meet everyday needs of people everywhere…and to respondcreatively and competitively with branded products and services which raise the quality oflife.” Once these are laid out, it is essential to do a SWOT (strengths, weaknesses,opportunities and threats) analysis for the company before attempting to plan marketingstrategies and evaluating in detail factors such as brand positioning.

 

Marketing Planning: The first step in marketing planning is to determine what kind of factorsor bases are to be used to segment the market. Segmentation includes dividing buyers intodistinct groups, each with different needs, characteristics or behaviour, who might requireseparate products or marketing mixes. The iced-tea market also has several groups orsegments where consumers perceive or buy a product in a similar way in each of thesesegments. Their bases can be classified as follows:

  1. I) Behavioural- consumers seeking convenient and hassle free refreshments.
  2. II) Demographic- age groups.

III) Geographic- urban centres, city suburbs, villages and towns or all mentioned.

Price cannot be considered a major factor influencing buyer perception as canned iced-teasare more or less equally priced with similar products such as soft drinks or iced coffee.However, pricing amongst competitors in the same product category plays a vital role.The next step involves targeting specific segments with potential for the company in whichthe company has a differential advantage over its competitors. The choice of market segmentsshould enable the company to generate the greatest customer value and sustain it over time.The choice of segments also varies according to its size and the resources it has. For example,Shin Shii, with lesser resources might want to target a few segments initially in contrast toUnilever that would want to cover a bigger market by targeting several segments.However, Shin Shii, in its domestic Taiwanese market was an exception because it had to useaggressive advertising methods to create a totally new market for oolong iced-tea, which wasvirtually non-existent. In such a case, it targeted all age groups, even the tradition bound oldergeneration who were very much used to drinking hot tea and were least likely to give up thishabit. It’s selling point of Kai Shii drinkers being a ‘new breed of people’ in a ‘new world’along with it’s natural ingredients and health benefits appealed to everyone, including theelderly who tend to be more health conscious in the Far East. The concept of being uniqueand different appealed to the younger generation, while the therapeutic benefits of iced-teaattracted the stressed middle- aged working class besides providing them with theconvenience of a canned drink to complement their busy lifestyles. Other segments such asgeographical locations were also collectively considered although the level of penetrationmight not have been the same for rural markets.Unilever’s target segments for Lipton were broadly based on similar factors as far as thehealth benefits of iced tea are concerned. However, it could further narrow down to focus onathletes and industry workers involved in large amounts of physical activity and mentalexhaustion. Geographically, most of America’s population are in urban centres or towns thatare well connected. Thus, it made sense for Lipton to not restrict itself to purely urban centresonly. However, busy cities like New York, Boston and Chicago hold great potential for theworking class to be the targeted consumers as Lipton iced teas could be a quick refreshmentbetween snacks or lunch.

For Unilever, it is essential to note that it would be unfeasible for it to modify its Lipton icedteasto serve different parts of the country, as America is largely a homogenous market withhardly any diverse tastes for beverages. Shin Shii, however, might want to modify Kai Shiioolong iced-teas to suit the tastes of the American consumer and also to counter competitionby claiming to be exclusive and better.

Forecasting Demand: Current demand for iced-tea in America is so huge, that it forms 80%of all tea consumed in America. It has become a uniquely American habit, despite having arelatively shorter history of participation in the tea trade. As the convenience of ready-todrinkiced teas lure new tea drinkers, a roll-over effect should occur in the demand for othertypes of more specialised teas, such as herbal iced-tea to increase. Several other factors canbe utilised to forecast the demand of iced teas or for any other market segment. Most of themlargely relate to the growth rate of current market segment bases such as age, income, andcertain nationality groups. Changes in lifestyle, or in the socio-economic condition areamongst the larger developments that might influence demand especially in the long run.

Specific to the iced-tea market for example, a decrease in the proportion of working class dueto a rapidly ageing population might hinder demand in urban centres especially incommercial areas.Overall, however, the outlook for iced-tea beverages is still very much positive with instanttea becoming more important in certain markets. According to a study by Goradia (mentionedin ‘Commodity Supply Management by Producing Countries’), the global consumption ofliquid tea rose by 145% while that of tea leaves rose by only 92% between 1951 and 1970.Such rapid growth is expected to continue into the near future.

  1. CONCLUSION

As Lipton and Kai Shii both serve and cater to the same market, they use similar marketingstrategies but with different approaches to achieve their company’s objectives. Bothcompanies differ largely in size in terms of financial and human resource capital. This affectsthe way they implement their strategies. Lipton, being a global brand has a slight edge interms of expertise in the tastes and culture of its target group of consumers. It also has widerproduct range and technological superiority and is planning to launch a radical new product-Brooke Bond’s hot tea can. However, although Shin Shii would be a new player with KaiShii in the American market with no international experience, Unilever should be wary of itspast achievements of revolutionising a new type of product very successfully in theTaiwanese market. Despite successfully facing domestic competitors in the overcrowdediced-tea market, it might want to review its marketing policy to be better prepared to face asmall but unpredictable competitor. Both companies can look forward to competition in anencouraging and growing market with demand expected to rise steadily in the immediate longrun.

  1. RECOMMENDATIONS

The following lists the recommendations for Lipton and Pepsi with regard to:

  1. i) Market coverage strategy: As Lipton and Pepsi are already well established across severalsegments, they should use an undifferentiated marketing strategy spanning the entire market.As the number of competitors exploiting the demands of each segment increases, it isessential to remain clearly ahead in the consumer’s mind. This can be achieved by increasingvisibility across other segments such as tourist places. Pepsi’s wide distribution networkwhich already makes Pepsi cola widely available should give Lipton iced-teas the same levelof importance, and on the grounds of both Lipton’s and Pepsi’s reputation, demand fromretailers appropriate type of shelf space, for example at the eye level of the consumer. This isbecause iced-teas are increasingly becoming ‘impulse’ goods as their demand increases. Thisimplies that consumers postpone their decision making process until they are about to buy theproduct. In such cases, the first popular product they see that is neatly shelved would mostoften create a want for that product itself shutting out all other influential input.
  2. ii) Brand positioning of Lipton iced-teas: As more segments are targeted, the product shouldoffer greater flexibility and choice to cater to a wide range within each segment. For example,it could offer different types of packaging, and in different quantity (volume) with differentprices. This could give students amongst others an advantage in choosing the same product ata lower price on a regular basis.

iii) Brand positioning of Brooke Bond canned teas: Brooke Bond canned teas, boasting of arevolutionary new concept of ready to drink hot tea in a can, should position themselves asbeing a natural extension to the company’s policy of providing convenience and greaterchoice to the consumer. Being the first to develop and perhaps patent this technology, it couldcharge higher prices, as it is an upmarket product. However, as it requires the use of heatingcabinets, it cannot be widely accessible outdoors.It is essential to note that the two brands are marketed separately even though some of theirtarget groups of consumers may overlap, as many people are unaware that these brandsbelong to the same company, Unilever.

The following lists recommendations for Shin Shii with regard to:

  1. i) Market entry strategy: Shin Shii’s entry into the Western market with Kai Shii wouldrevolve largely around two major concerns. Firstly, the choice of a distribution network isimportant. It has to find similar partners who share and trust the company’s objectives, andcapabilities in delivering a quality product that will be successful. This is especially importantas stock returning without being sold burdens the distributor with extra costs and limit itsoperations elsewhere. Secondly, unlike Taiwan, where it was a market leader, in America, itshould not initially place its products on the shelf alongside Lipton as it will be simplyignored due to zero brand recognition. Shin Shii should instead target places like cinemas,amusement parks etc in pilot schemes where potential consumers are more likely to try outnew products. This would give it an indicator of the public response and as demand increases,an appropriate platform will emerge for Shin Shii to negotiate shelf-space with larger retailersto enable it to sell more widely in supermarket chains.
  2. ii) Brand positioning of Kai Shii: Before it enters the American market, it needs to rename itsproduct to allow the brand to be retained in an average American consumer’s mind. Thecultural gulf between Taiwan and America is too crucial to be ignored. Next, Kai Shii’s priceshould be lower than that of Lipton’s iced teas to provide an incentive for consumers to try analternate product at a lower price unless it is able to distinctively gauge a competitiveadvantage in product quality or a unique and thus popular taste liking amongst consumersduring trial periods. In that case, it may charge a premium on the grounds of superiority andpopularity. It may also directly attack Lipton’s flaws or old-fashioned image in its advertisingcampaigns. Increased revenue as a result of higher prices than that of its competitor couldensure the success and sustainability of these campaigns.

 

Q1: According to the given case give your comment on following statements Brand loyalty – “Consumers turn blind eye to bad brand values”

Q2:   Do PEST (Political, Economical. Social & Technological) analysis of the given case.

Q3: Focus on market entry strategy & Brand positioning strategy of both the competitors in Indian market .If you are Brand manager of Lipton give your opinion how to establish and increase its market share keeping in mind the Indian market.

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MCQ’s

Question: 1

What is the name given to the brand which are lisenced by the manufacturers?

A: National Brand

B: Private Brand

C: Co-branding

D: Licensed brand

 

 

Question: 2

…………………refers to a brands objective (functional) attributes in relation to other brands.

A: Brand position

B:  Product position

C: Brand relationship

D: Both a and b

 

 

Question: 3

Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band aid and Ujala are the examples of………..

A: Descriptive Brand Name

B: Suggestive brand name

C: Free Standing brand name

D: None of the above

 

 

Question: 4

What is the process of extending an existing brand name to new forms, colors, sizes, ingredients, or flavors of an existing product category?

A: Line extension

B: Brand extension

C: Multibrands

D: New brand

 

 

Question: 5

From the consumers perspective the model segment non-user of the brand is divided into 4 groups based on the openness to try, among the following whoare the people whose prefrence lies in their current brand, although not strongly?

A: Strongly Unavailable

B: Weakly unavailable

C: Available

D: Ambivalent

 

 

Question: 6

The modern discipline of brand management is considered to have been started by which famous company?

A: Coca-Cola

B: Unilever

C: Procter & Gamble

D: Toyota

 

 

Question: 7

In ancient times the branding of animals was done in which country?

A: Egypt

B: U.S.A.

C: Zaire

D: Canada

 

 

Question: 8

Which of the following company was not in the Interbrand’s 2012 top 10 global brands list?

A: Samsung

B: Intel

C: Toyota

D: Procter & Gamble

 

 

Question: 9

Which companies entry into the Chinese market resulted in their brand being translated as ‘bite the wax tadpole’?

A: Pepsico

B: Apple

C: Coca-cola

D: Cadbury

 

 

Question: 10

What is the process in which the company tries to reduce the number of brands in the market?

A: Brand customizing

B: Brand rationalizing

C: Brand dropping

D: Brand Slashing

 

 

Question: 11

Which U.S. brand is not among the top 10 brands of Interbrand’s 2012 list?

A: GE

B: IBM

C: Microsoft

D: American Express

 

 

Question: 12

Which of the following is not among the 4 steps of brand building?

A: Brand identity

B: Brand response

C: Brand positioning

D: Brand relationship

 

 

Question: 13

From the manufacturer’s perspective the model segment user of the brand is divided into 4 groups based on the strenght of commitment, among the following who is more likely to switch the brands?

A: Average

B: Shallow

C: Convertible

D: Entrenched

 

 

Question: 14

What is the process of introducing the new product category with a new brand?

A: Line extension

B: Brand extension

C: Multibrands

D: New brand

 

 

Question: 15

What is the name given to the brand created and owned by a reseller of a product or service?

A: National Brand

B: Private Brand

C: Co-branding

D: Licensed brand

 

 

Question: 16

Nike has the distinctive “swoosh” logo, the “Just Do It” slogan, and the “Nike” name based on a mythological goddess. These items are called……….

A: brand equities

B: brand identities

C: brand resonance

D: brand elements

 

 

Question: 17

The purpose of the ……….. is to provide a current, comprehensive profile of how all the products and services sold by a company are marketed and branded.

A: brand audit

B: brand tracking study

C: brand inventory

D: brand analysis

 

 

Question: 18

A ……… typically employs quantitative measures to provide marketers with current information as to how their brands and marketing programs are performing on the basis of a number of key dimensions.

A: brand audit

B: brand tracking study

C: brand exploratory research

D: brand analysis

 

 

Question: 19

From the consumers perspective the model segment non-user of the brand is divided into 4 groups based on the openness to try, among the following who prefer other brands but have not switched yet?

A: Strongly Unavailable

B: Weakly unavailable

C: Available

D: Ambivalent

 

 

Question: 20

Which of the following is not among the 5 B’s of customer perspective?

A: Brand

B: Beauty

C: Belief

D: Backing

 

 

Question: 21

Which of the following is not among the 5 B’s of producer perspective?

A: Bridge

B: Briliant

C: Brave

D: Background

 

 

Question: 22

Which is not an example of Positioning by usage occasion and time of use?

A: Listerine – night time rinse

B: Nescafe – Great start to the morning

C: NIIT (Inspired……life begins at NIIT)

D: Domino’s (When families are having fun)

 

 

Question: 23

……….. Is measures the degree to which a brand is seen as different from others.

A: Relevance

B: Differentiation

C: Esteem

D: Knowledge

 

 

Question: 24

……….. measures the breadth of a brand’s appeal.

A: Relevance

B: Differentiation

C: Esteem

D: Knowledge

 

 

Question: 25

Burton, a maker of snowboards, is introducing a new snowboard called “The Dominator.” This snowboard will be associated and identified with top professional riders. What marketing strategy is Burton using?

A: building brand image

B: leveraging secondary association

C: positioning the product

D: targeting a submarket

 

 

Question: 26

A clothing marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented?

A: rebranding

B: brand extension

C: line extension

D: private brand

 

 

Question: 27

A key element in a company’s relationship with consumers, a ________ represents consumers’ perceptions and feelings about a product and its performance.

A: product experience

B: product line

C: brand

D: product attribute

 

 

Question: 28

From the consumers perspective the model segment non-user of the brand is divided into 4 groups based on the openness to try, among the following who are as attractd to other brands as their current choice?

A: Strongly Unavailable

B: Weakly unavailable

C: Available

D: Ambivalent

 

 

Question: 29

All products marketed by Heinz carry the brand name ‘Heinz’. This is an example of ………….

A: individual names

B: blanket family names

C: separate family name for all products

D: none of the above

 

 

Question: 30

A ………. brand may be kept around despite dwindling sales because they still manage to hold on to a sufficient number of customers and maintain profitability with little or no marketing support.

A: flanker

B: cash cow

C: hound dog

D: question mark

 

 

Question: 31

Honda uses the company name to cover different products such as automobiles, motorcycles, snowblowers, and snowmobiles. This is an example of a ……….

A: sub-brand

B: parent brand

C: line extension

D: category extension

 

 

Question: 32

Nivea, a strong European brand, has expanded its scope from a skin-cream brand to a skin-care and personal-care brand through carefully designed and implemented brand extensions. This is an example of ………

A: brand valuation

B: brand management

C: brand enhancements

D: brand reinforcement

 

 

Question: 33

Advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference. However, brands are not maintained by advertising but by the ________.

A: market experience

B: brand experience

C: product mix

D: word-of-mouth elements

 

 

Question: 34

An increasing number of retailers and wholesalers have created their own ________, also called store brands.

A: unsought products

B: speciality products

C: private brands

D: Shopping products

 

 

Question: 35

Which of the following is an advantage offered by co-branding?

A: Manufacturers do not have to invest in creating their own brand names

B: Brand equity is stabilized

C: A company can expand its existing brand into a category it otherwise might have difficulty entering alone

D: Retailers have exclusive products that cannot be purchased from competitors

 

 

Question: 36

From the manufacturer’s perspective the model segment user of the brand is divided into 4 groups based on the strenght of commitment, among the following who are happy with their choice and will continue with it in the future?

A: Average

B: Shallow

C: Convertible

D: Entrenched

 

 

 

Question: 37

…………………includes all that is linked up in memory about the brand. It could be specific to attributes , features, benefits or looks of brand.

A: Brand attitude

B: Brand association

C: Brand relationship

D: Brand image

 

 

Question: 38

…………………..includes two visual signals of a brand – its character (e.g. Amul girl, Pillsbury doughboy) and its logo. Both are elements of brand identity.

A: Brand attitude

B: Brand symbol

C: Brand positioning

D: Brand image

 

 

Question: 39

.………………….can be thought of as a perceptual map of in which like products of the same company (say, toothpaste) are positioned very close to one another and compete more with one another than with brands of other companies.

A: Brand Comparison

B: Cannibalization

C: Positioning

D: Brand Associations

 

 

Question: 40

A marketer need to understand that some ‘general traits’ of a brand name are:

A: Easy to recognize

B: Easy to pronounce

C: Easy to memorize or recall

D: All of the above

 

 

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Distribution Logistics Management V2 MBA Marketing

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Assignment A (Answer any 3 questions)

  1. Define Sales Management. What are the objectives of Sales management?
  2. Explain the AIDAS Theory of Selling with the help of suitable examples.
  3. What is the purpose of a Sales Organization? What are the steps you will take for setting up of a Sales Organization?   Explain with the help of suitable example.
  4. What are the different sources of Sales Force Recruits? Illustrate with the help of suitable examples.
  5. Write short notes on:
  6. Requirements of a Good Sales Compensation Plan
  7. Quantitative Performance Standard
  8. The emergence of global retailing
  9. Planning Sales Training Programs

 

  1. Explain Merchandise Planning and Control with the help of suitable examples.
  2. What is wholesaling? Explain the different marketing functions performed by wholesaler-distributors for manufacturers with the help of suitable examples.
  3. Describe Physical Distribution Concept. What is Physical Distribution Cycle?   Give your answer with the help of suitable examples.

Case Study

HIRING THE RIGHT PERSON

Andrew Pharmaceutical Limited was engaged in formulations and some bulk drugs and had its factory and head office in Bangalore. The company has grown at thirty per cent for the last three years and had a turnover of Rs. 26 c(ores last year. The company employed 25 managerial and 150 non-managerial staff at their factory located at Bangalore. A, sales force oI 65 sales representatives was managed by 16 district sales managers, further reporting to five regional managers of regional offices located in Delhi, Mumbai, Calcutta, Hyderabad and Indore.

However, a sudden rise in the number of sales force created problems regarding monitoring, coordination and administration of sales representatives, stockists and dealers. A need was felt to revamp the system as the marketing director was unable to handle the overall marketing function. It was felt that the general management cadre must be introduced to take charge so that the marketing director will be free to concentrate on the strategic and development activities.

A high level meeting of directors discussed the issues and a decision was taken to introduce general manager-marketing, and personnel department was asked to initiate the process and one Mr. Ravi Saxena was chosen for the new position. Mr. Ravi Saxena had a decade of managerial experience in marketing and product development though his direct sales experience was negligible. However his planning and execution skills were good and thus he was considered the best option for developing systems of market information, dealer and representative relations etc. His profile, as briefed io him by Marketing Director, Chandra Mohan, included management of sales and distribution and product development. Ravi made a six monthly plan and started the work and initiated an extensive communication with dealers, stockists and representatives for an effective market information system.  Within six month’s time, however, things began to worsen at the marketing department. The interaction between Marketing Director and Mr. Ravi Saxena was minimum and often ended in confrontations. Mr. Ravi Saxena had in the past six months tried unsuccessfully to change some policies and systems related to payments and training dealers and sales representatives.  Every time he proposed any such change, it was rejected by Chandra on the plea that the systems had worked well in the past and hence no change is required. On the other hand Mr. Ravi Saxena felt that he cannot be held responsible for results, when he has no power or authority to improve the system. As a result of such a conflict Mr. Ravi Saxena began

to withdraw from making plans, meetings were conducted with customary interaction amongst two seniors and thus created an environment of confusion and uncertainty for managers and representatives. M r. Ravi Saxena gradually became more defensive as the initial work done on market information system also suffered. In spite of lack of support from Mr. Chandra, Mr. Ravi Saxena made significant improvements in the area of training for sales staff and product development. The product launches, promotion and literature improved considerably in quality and the regular training improved the motivation of sales staff all around the five regions. The regional managers and sales people, very subtly began to appreciate his efforts and he enjoyed a good rapport with his people.

Mr. Chandra Mohan, however, was convinced that delays in decisions and inadequate control of sales force were becoming major issues and blamed Mr. Ravi Saxena for this, but he decided not to communicate with Mr. Chandra. As the time passed, their ‘relations worsened.

A regional manager created some troubles in the meantime. Mr. Ravi Saxena insisted that some action against the manager will put forth the company’s stand but Chandra didn’t care. As a result everything went out of control, the coordination collapsed and fake medicines were recovered from a stockist in a police raid. Later, an enquiry revealed that the regional manager in connivance with a rival company had done some activities which led to the fake medicines racket.

The company suffered a loss of name and its credibility in the market. The Managing Director, Subhash Jain was anguished and ordered sacking of the regional manager and also demanded explanation on how things went this far.

Q1: What are the major issues in this case?

Q2: What reasons led to a conflict between Mr. Ravi Saxena and the Marketing Director Mr. Chandra Mohan? Did these conflicts arise due to unclear policies of the company?

Q3: How can the conflict in these two positions be minimized? Give your recommendations.

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MCQ’s

 

Question: 1

….. is not a part of order winners?

A: price

B: quality

C: delivery lead time

D: layout of the factory

 

 

Question: 2

……… Is not the element of quality concept?

A: Quality of service

B: quality of people

C: Quality of process

D: storage of materials

 

 

Question: 3

A company’s channel decisions directly affect every………..

A: marketing decision

B: channel member

C: customer choices

D: employee in the channel

 

 

Question: 4

A proprietary items is manufactured / supplied by ……..

A: a manufacturer with in the country

B: many manufactures

C: only one manufacturer

D: a high quality manufacturer

 

 

Question: 5

Benchmarking does not helps in

A:  Identify the key criteria important to a particular market sector

B: Evaluate importance of each factor

C: Score the companies and sector as a whole to identify the performance gap

D: Defining the shape of the product

 

 

Question: 6

Benchmarking does not helps us

A: To know our competitors better

B: Become proactive

C: Improve performance

D: In identification of source of supply

 

 

Question: 7

Cash purchasing is usually done for:

A: High value items

B: Items of high consumption during the year.

C: Small value items

D: Proprietary items

 

 

Question: 8

Comparative statement is necessary for selecting a vendor

A: Correct

B: Partially correct

C: Correct to a great extent

D: Incorrect

 

 

Question: 9

Customer is the destination point in a supply chain

A: Correct

B: Partially correct

C: Correct to a great extent

D: Incorrect

 

 

Question: 10

Deming’s 4 step cycle for improvement is: …………

A: Plan, Do, Check, Act

B: Schedule, Do, Act, Check

C: Do, Act, Check, Monitor

D: Plan, control, act, sustain

 

 

Question: 11

Distribution channel is not related to:

A: Retailers

B: Wholesalers

C: Manufacturers

D: Recruitment agency

 

 

Question: 12

Which is not a part of delivery scheme?

A: direct shipment

B: pool point shipping

C: cross docking

D: fabricating

 

 

Question: 13

Distribution channel is not required for…

A: Plant and machinery

B: Spare parts

C: Consumables

D: Strategy announcement

 

 

Question: 14

Distributor is the destination point in a supply chain

A: Correct

B: Partially correct

C: Correct to a great extent

D: Incorrect

 

 

Question: 15

EDI stands for:

A: Intensive distribution information

B: Electronic Distribution Interchange

C: Electronic Data Interchange

D: Electric Data Interchange

 

 

Question: 16

Integration of processes through the supply chain to share valuable information does not include …..

A: demand signals

B: product development cost

C: inventory

D: potential collaboration

 

 

Question: 17

Five phases of benchmarking methodology may be scheduled as

A:  Planning-analysis-integration-action-maturity

B:  Planning-integration analysis-action-maturity

C: Planning-integration-action-analysis-maturity

D:  Planning-analysis-action-integration-maturity

 

 

Question: 18

For economic transportation of materials use …….

A: rail services

B: truck service

C: air transport

D: inter-modal transportation method

 

 

Question: 19

What is the limitation of e-purchasing?

A: Lower transaction cost

B: leveraging of prices

C: quality check of the item not possible before delivery.

D: Facilitates supplier selection.

 

 

Question: 20

In pull strategy, the flow of demand is …..

A: Customer to channel members

B: Producer to customer

C: Retailer to customers

D: Wholesaler to customer

 

 

Question: 21

In push strategy, flow of promotion is not linked to ………….

A: Personal selling to channel members

B: Advertising directing to customers

C: Direct marketing to consumers

D: Customer approaching the producer

 

 

Question: 22

Intermediaries transform the assortment of products made by producers into the assortment of products wanted by ……..

A: distributers

B: channel members

C: consumers

D: manufacturers

 

 

Question: 23

JIT

A: Just In Time

B: Joint Indian Tournment

C: Joint International Teretory

D: Japanese International Team

 

 

Question: 24

JIT brings reduction in ……..

A: machinery

B: tools

C: inventory

D: inspection

 

 

Question: 25

Large quantity orders are placed for ….

A: Standard items

B: Non-standard items

C: Items where technology changes very fast

D: High value items

 

 

Question: 26

Logistics Management is not concerned with ……….

A: Making drawings

B: transportation of materials from supplier to firm

C: storage of materials in warehouse

D: transforming the purchased materials into finished goods

 

 

Question: 27

Manufacturer is the destination point in a supply chain

A: Correct

B: Partially correct

C: Correct to a great extent

D: Incorrect

 

 

Question: 28

MIS stands for …..

A: Management Information System

B: Master in Science

C: Master Information System

D: Materials in Stores

 

 

Question: 29

Mode of transportation of material depends upon ……..

A: manpower employed

B: type of machine in the plant

C: production plans

D: types of material

 

 

Question: 30

Negotiations are important in purchasing a costly equipment

A: Correct

B: Partially correct

C: Correct to a great extent

D: Incorrect

 

 

Question: 31

Negotiations between buyer and supplier does not include the ……

A: Technical specifications

B: brand name of various bought out items

C: Commercial terms and conditions

D: R&D projects undergoing

 

 

Question: 32

Negotiations between buyer and supplier does not include the ……

A: Price quoted by the vendor

B: discounts

C: delivery schedule

D: design secretes of the product

 

 

Question: 33

Ordering standard items takes less time

A: incorrect

B: incorrect to a great extent

C: incorrect to some extent

D: correct

 

 

Question: 34

Procurement time is low in the procurement of ………….

A: Standard items

B: Non-standard items

C: Items of perishable nature

D: Items involving security risks

 

 

Question: 35

Products that sell for a very small period of time but generate huge sales volume within a short period are called:

A: Seasonal merchandise

B: Fashion merchandise

C: Fad merchandise

D: Staple merchandise

 

 

Question: 36

Purchase and operations management are closely linked.

A: Correct

B: Correct to a great extent

C: Correct to some extent

D: Incorrect

 

 

Question: 37

Purchase order is an agreement between purchaser and supplier for purchase of an item

A: Correct

B: Partially correct

C: Correct to a great extent

D: Incorrect

 

 

Question: 38

Purchase requisition is the first step for evaluation of suppliers

A: Correct

B: Partially correct

C: Correct to a great extent

D: Incorrect

 

 

Question: 39

Purchasing department does not handle:

A: order writing

B: evaluating the performance of the suppliers.

C: Planning the quantity to purchase

D: stock taking

 

 

Question: 40

Purchasing is necessary for ……

A: inventory costing

B: production planning

C: to arrange the items in time

D: finalize the system arrangement

 

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Distribution & Logistics Management V2

Distribution & Logistics Management V2

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Assignment A (Answer any 3 questions)

  1. Define Sales Management. What are the objectives of Sales management?
  2. Explain the AIDAS Theory of Selling with the help of suitable examples.
  3. What is the purpose of a Sales Organization? What are the steps you will take for setting up of a Sales Organization?   Explain with the help of suitable example.
  4. What are the different sources of Sales Force Recruits? Illustrate with the help of suitable examples.
  5. Write short notes on:
  6. Requirements of a Good Sales Compensation Plan
  7. Quantitative Performance Standard
  8. The emergence of global retailing
  9. Planning Sales Training Programs

 

  1. Explain Merchandise Planning and Control with the help of suitable examples.
  2. What is wholesaling? Explain the different marketing functions performed by wholesaler-distributors for manufacturers with the help of suitable examples.
  3. Describe Physical Distribution Concept. What is Physical Distribution Cycle?   Give your answer with the help of suitable examples.

Case Study

HIRING THE RIGHT PERSON

Andrew Pharmaceutical Limited was engaged in formulations and some bulk drugs and had its factory and head office in Bangalore. The company has grown at thirty per cent for the last three years and had a turnover of Rs. 26 c(ores last year. The company employed 25 managerial and 150 non-managerial staff at their factory located at Bangalore. A, sales force oI 65 sales representatives was managed by 16 district sales managers, further reporting to five regional managers of regional offices located in Delhi, Mumbai, Calcutta, Hyderabad and Indore.

However, a sudden rise in the number of sales force created problems regarding monitoring, coordination and administration of sales representatives, stockists and dealers. A need was felt to revamp the system as the marketing director was unable to handle the overall marketing function. It was felt that the general management cadre must be introduced to take charge so that the marketing director will be free to concentrate on the strategic and development activities.

A high level meeting of directors discussed the issues and a decision was taken to introduce general manager-marketing, and personnel department was asked to initiate the process and one Mr. Ravi Saxena was chosen for the new position. Mr. Ravi Saxena had a decade of managerial experience in marketing and product development though his direct sales experience was negligible. However his planning and execution skills were good and thus he was considered the best option for developing systems of market information, dealer and representative relations etc. His profile, as briefed io him by Marketing Director, Chandra Mohan, included management of sales and distribution and product development. Ravi made a six monthly plan and started the work and initiated an extensive communication with dealers, stockists and representatives for an effective market information system.  Within six month’s time, however, things began to worsen at the marketing department. The interaction between Marketing Director and Mr. Ravi Saxena was minimum and often ended in confrontations. Mr. Ravi Saxena had in the past six months tried unsuccessfully to change some policies and systems related to payments and training dealers and sales representatives.  Every time he proposed any such change, it was rejected by Chandra on the plea that the systems had worked well in the past and hence no change is required. On the other hand Mr. Ravi Saxena felt that he cannot be held responsible for results, when he has no power or authority to improve the system. As a result of such a conflict Mr. Ravi Saxena began

to withdraw from making plans, meetings were conducted with customary interaction amongst two seniors and thus created an environment of confusion and uncertainty for managers and representatives. M r. Ravi Saxena gradually became more defensive as the initial work done on market information system also suffered. In spite of lack of support from Mr. Chandra, Mr. Ravi Saxena made significant improvements in the area of training for sales staff and product development. The product launches, promotion and literature improved considerably in quality and the regular training improved the motivation of sales staff all around the five regions. The regional managers and sales people, very subtly began to appreciate his efforts and he enjoyed a good rapport with his people.

Mr. Chandra Mohan, however, was convinced that delays in decisions and inadequate control of sales force were becoming major issues and blamed Mr. Ravi Saxena for this, but he decided not to communicate with Mr. Chandra. As the time passed, their ‘relations worsened.

A regional manager created some troubles in the meantime. Mr. Ravi Saxena insisted that some action against the manager will put forth the company’s stand but Chandra didn’t care. As a result everything went out of control, the coordination collapsed and fake medicines were recovered from a stockist in a police raid. Later, an enquiry revealed that the regional manager in connivance with a rival company had done some activities which led to the fake medicines racket.

The company suffered a loss of name and its credibility in the market. The Managing Director, Subhash Jain was anguished and ordered sacking of the regional manager and also demanded explanation on how things went this far.

Q1: What are the major issues in this case?

Q2: What reasons led to a conflict between Mr. Ravi Saxena and the Marketing Director Mr. Chandra Mohan? Did these conflicts arise due to unclear policies of the company?

Q3: How can the conflict in these two positions be minimized? Give your recommendations.

MCQ’s

 

Question: 1

….. is not a part of order winners?

A: price

B: quality

C: delivery lead time

D: layout of the factory

Question: 2

……… Is not the element of quality concept?

A: Quality of service

B: quality of people

C: Quality of process

D: storage of materials

Question: 3

A company’s channel decisions directly affect every………..

A: marketing decision

B: channel member

C: customer choices

D: employee in the channel

Question: 4

A proprietary items is manufactured / supplied by ……..

A: a manufacturer with in the country

B: many manufactures

C: only one manufacturer

D: a high quality manufacturer

Question: 5

Benchmarking does not helps in

A:  Identify the key criteria important to a particular market sector

B: Evaluate importance of each factor

C: Score the companies and sector as a whole to identify the performance gap

D: Defining the shape of the product

Question: 6

Benchmarking does not helps us

A: To know our competitors better

B: Become proactive

C: Improve performance

D: In identification of source of supply

Question: 7

Cash purchasing is usually done for:

A: High value items

B: Items of high consumption during the year.

C: Small value items

D: Proprietary items

Question: 8

Comparative statement is necessary for selecting a vendor

A: Correct

B: Partially correct

C: Correct to a great extent

D: Incorrect

Question: 9

Customer is the destination point in a supply chain

A: Correct

B: Partially correct

C: Correct to a great extent

D: Incorrect

Question: 10

Deming’s 4 step cycle for improvement is: …………

A: Plan, Do, Check, Act

B: Schedule, Do, Act, Check

C: Do, Act, Check, Monitor

D: Plan, control, act, sustain

Question: 11

Distribution channel is not related to:

A: Retailers

B: Wholesalers

C: Manufacturers

D: Recruitment agency

Question: 12

Which is not a part of delivery scheme?

A: direct shipment

B: pool point shipping

C: cross docking

D: fabricating

Question: 13

Distribution channel is not required for…

A: Plant and machinery

B: Spare parts

C: Consumables

D: Strategy announcement

Question: 14

Distributor is the destination point in a supply chain

A: Correct

B: Partially correct

C: Correct to a great extent

D: Incorrect

Question: 15

EDI stands for:

A: Intensive distribution information

B: Electronic Distribution Interchange

C: Electronic Data Interchange

D: Electric Data Interchange

Question: 16

Integration of processes through the supply chain to share valuable information does not include …..

A: demand signals

B: product development cost

C: inventory

D: potential collaboration

Question: 17

Five phases of benchmarking methodology may be scheduled as

A:  Planning-analysis-integration-action-maturity

B:  Planning-integration analysis-action-maturity

C: Planning-integration-action-analysis-maturity

D:  Planning-analysis-action-integration-maturity

Question: 18

For economic transportation of materials use …….

A: rail services

B: truck service

C: air transport

D: inter-modal transportation method

Question: 19

What is the limitation of e-purchasing?

A: Lower transaction cost

B: leveraging of prices

C: quality check of the item not possible before delivery.

D: Facilitates supplier selection.

Question: 20

In pull strategy, the flow of demand is …..

A: Customer to channel members

B: Producer to customer

C: Retailer to customers

D: Wholesaler to customer

Question: 21

In push strategy, flow of promotion is not linked to ………….

A: Personal selling to channel members

B: Advertising directing to customers

C: Direct marketing to consumers

D: Customer approaching the producer

Question: 22

Intermediaries transform the assortment of products made by producers into the assortment of products wanted by ……..

A: distributers

B: channel members

C: consumers

D: manufacturers

Question: 23

JIT

A: Just In Time

B: Joint Indian Tournment

C: Joint International Teretory

D: Japanese International Team

Question: 24

JIT brings reduction in ……..

A: machinery

B: tools

C: inventory

D: inspection

Question: 25

Large quantity orders are placed for ….

A: Standard items

B: Non-standard items

C: Items where technology changes very fast

D: High value items

Question: 26

Logistics Management is not concerned with ……….

A: Making drawings

B: transportation of materials from supplier to firm

C: storage of materials in warehouse

D: transforming the purchased materials into finished goods

Question: 27

Manufacturer is the destination point in a supply chain

A: Correct

B: Partially correct

C: Correct to a great extent

D: Incorrect

Question: 28

MIS stands for …..

A: Management Information System

B: Master in Science

C: Master Information System

D: Materials in Stores

Question: 29

Mode of transportation of material depends upon ……..

A: manpower employed

B: type of machine in the plant

C: production plans

D: types of material

Question: 30

Negotiations are important in purchasing a costly equipment

A: Correct

B: Partially correct

C: Correct to a great extent

D: Incorrect

Question: 31

Negotiations between buyer and supplier does not include the ……

A: Technical specifications

B: brand name of various bought out items

C: Commercial terms and conditions

D: R&D projects undergoing

Question: 32

Negotiations between buyer and supplier does not include the ……

A: Price quoted by the vendor

B: discounts

C: delivery schedule

D: design secretes of the product

Question: 33

Ordering standard items takes less time

A: incorrect

B: incorrect to a great extent

C: incorrect to some extent

D: correct

Question: 34

Procurement time is low in the procurement of ………….

A: Standard items

B: Non-standard items

C: Items of perishable nature

D: Items involving security risks

Question: 35

Products that sell for a very small period of time but generate huge sales volume within a short period are called:

A: Seasonal merchandise

B: Fashion merchandise

C: Fad merchandise

D: Staple merchandise

Question: 36

Purchase and operations management are closely linked.

A: Correct

B: Correct to a great extent

C: Correct to some extent

D: Incorrect

Question: 37

Purchase order is an agreement between purchaser and supplier for purchase of an item

A: Correct

B: Partially correct

C: Correct to a great extent

D: Incorrect

Question: 38

Purchase requisition is the first step for evaluation of suppliers

A: Correct

B: Partially correct

C: Correct to a great extent

D: Incorrect

Question: 39

Purchasing department does not handle:

A: order writing

B: evaluating the performance of the suppliers.

C: Planning the quantity to purchase

D: stock taking

Question: 40

Purchasing is necessary for ……

A: inventory costing

B: production planning

C: to arrange the items in time

D: finalize the system arrangement

 

We Also Provide SYNOPSIS AND PROJECT.
Contact www.kimsharma.co.in for best and lowest cost solution or
Email: solvedstudymaterial@gmail.com
Call: +91 82907-72200 (Call/WhatsApp) or +91 88003-52777 (WhatsApp Only)

 

Product & Brand Management V2

Product & Brand Management V2

Assignment A (Answer any 3 questions)

  1. Discuss the scope of product management in marketing environment?
  2. Discuss the aggregated market factors, their impact on category attractiveness and give aspecific source for where you’d get the information for each of them.
  3. Market potential is the techniques to know the exact capability of market. Explain how weestimate market potential.
  4. What is the difference between skimming and penetration strategy?
  5. What is product life cycle? What are its characteristics?
  6. Explain the concept of Brand Extendability.
  7. How a brand makes an image in the mind of customer? Give a suitable example.
  8. What is the difference between brand awareness and brand loyalty?

 

Case study

 

Case Study: Lipton and Kai Shii

 

Competitors in the iced-tea market

 

Unilever Bestfoods, USA and Shin Shii, Taiwan are competitors in the rapidly growing icedteamarket with their brands Lipton (in alliance with Pepsi) and Kai Shii respectively.Unilever has also introduced an instant hot-tea can by the name of Brooke Bond’s PG Tips.Kai Shii is about to be launched in the US market. The following study evaluates variousmarket segmentation strategies, potential consumer target segments, and factors to forecastdemand that were used or could have been used by these two companies. The main referencefor this report was Chapter 3 of the textbook ‘Principles of Marketing’ by Kotler et al.

The main results of the analysis are as follows:

Both companies’ SWOT analysis reveals that they are dominant and successful intheir home markets.

Kai Shii would require a great amount of effort to market itself and bridge thecultural divide and varying tastes and perceptions between Taiwanese and Americanconsumers.

Behavioural (seeking convenience, health conscious), demographic (age groups) andgeographic factors largely influence the market segmentation.

Pricing amongst competitors in the same product category plays a vital role

compared to pricing amongst for example, carbonated soft drinks etc.

Future demand for the iced tea market or any other segment is based on the growthrate of current market segment bases such as age, income and nationality.

Both companies require different approaches to their marketing strategies. The following arethe recommendations:

Lipton and Pepsi should expand their market reach across other segments to ward offemerging competitors and increase product visibility.

Lipton iced teas should be made available in various packaging sizes and prices.

Brooke Bond’s ready-to-drink hot tea cans should capitalise on the parent company’sobjective of increased customer convenience and the advantage of having developed aunique technology. Thus, it can be priced higher.

Shin Shii’s entry into the American market should focus on selecting a distributorbased on mutual trust and initially conducting trials and pilot schemes in cinemas,fun-fairs etc. to gauge general consumer response.

Shin Shii should change the name of its product to suit the American market and sellat lower prices than Lipton unless it feels that Kai Shii’s demand is based on or isincreasing due to its unique flavour or product quality.

  1. INTRODUCTION

The following report focuses on the growing canned iced-tea beverage market, with anemphasis on the Western market. This development led to opportunities for UnileverBestfoods, USA (herein referred to as ‘Unilever’) and Shin Shii, Taiwan to exploit themfurther through efficient marketing with their brands Lipton and Kai Shii respectively. Astudy was conducted to evaluate effective strategies for market segmentation and identifysuitable and potentialmarkets for iced-tea manufacturers to enter. In addition, factors thatcould be used to forecast future demand were described.

The main aims and objectives of this study are outlined as follows:

1) Understand what kind of markets drive a high demand for iced tea and the reasonsbehind them.

2) Recommend market coverage strategies and market entry strategies for Unilever andShin Shii respectively.

3) Recommend brand-positioning strategies for Lipton and Kai Shii and an alternativehot ready to drink tea beverage by Unilever.

Background: The Unilever Group is one of the world’s leading suppliers of fast-movingconsumer goods. Their Lipton brand is a leader in the US market, besides having asignificant global presence. They have also developed a ready to drink hot canned tea productunder the name of Brook Bond’s PG Tips (herein referred to as Brooke Bond). Shin Shii is asmall company based in Taiwan, and already successful with its oolong iced tea beveragesdrink in Taiwan. It now wants to target the Western markets.

Assumptions:

1) The market for iced-teas has not undergone any permanent steep changes

either on the demand side or supply side, whether positive or negative.

2) However, it is a steadily growing market with a long way to go before saturation.

3) Lipton’s iced tea and Kai Shii’s oolong iced tea are fundamentally very close or similarand fall under the same product category.

4) ‘Western’ markets refer to the North American market.

Limitations:

The main reference (Kotler et al text, 2001) is slightly outdated, that may thusfail to include changes in the company’s profile or business portfolio. For example, Lipton’salliance with Pepsi may no longer exist. Also, relatively lesser information could be obtainedabout Shin Shii, as it is still a very obscure and less known company internationally.Theoretical Framework and Methodology: The analysis of this case study is based on the

marketing theories of:

  1. I) Strategic Planning with SWOT analysis
  2. II) Marketing Planning

Both theories are described in the marketing textbook by Kotler et al and each contain severalother components that would be defined and discussed. Some additional research was alsocarried out, especially pertaining to demand forecasting. Non-numerical data was largelysufficient to support or be used for recommending marketing strategies except when marketshare had to be discussed.

Report structure:

The report began with an executive summary and a brief introduction. Itwill be followed by an analysis and interpretation of the case and a short conclusion. It willend with a set of recommendations, links for further study, references and an appendix.

  1. ANALYSIS AND INTERPRETATION

Strategic Planning: The fast moving consumer goods (FMCG) market is highly volatile andtrends in market demand or supply oscillate frequently. In such circumstances, companiesentering this market must be clear of their objectives and purpose to ensure sustainability. Forexample, Unilever wants to “meet everyday needs of people everywhere…and to respondcreatively and competitively with branded products and services which raise the quality oflife.” Once these are laid out, it is essential to do a SWOT (strengths, weaknesses,opportunities and threats) analysis for the company before attempting to plan marketingstrategies and evaluating in detail factors such as brand positioning.

 

Marketing Planning: The first step in marketing planning is to determine what kind of factorsor bases are to be used to segment the market. Segmentation includes dividing buyers intodistinct groups, each with different needs, characteristics or behaviour, who might requireseparate products or marketing mixes. The iced-tea market also has several groups orsegments where consumers perceive or buy a product in a similar way in each of thesesegments. Their bases can be classified as follows:

  1. I) Behavioural- consumers seeking convenient and hassle free refreshments.
  2. II) Demographic- age groups.

III) Geographic- urban centres, city suburbs, villages and towns or all mentioned.

Price cannot be considered a major factor influencing buyer perception as canned iced-teasare more or less equally priced with similar products such as soft drinks or iced coffee.However, pricing amongst competitors in the same product category plays a vital role.The next step involves targeting specific segments with potential for the company in whichthe company has a differential advantage over its competitors. The choice of market segmentsshould enable the company to generate the greatest customer value and sustain it over time.The choice of segments also varies according to its size and the resources it has. For example,Shin Shii, with lesser resources might want to target a few segments initially in contrast toUnilever that would want to cover a bigger market by targeting several segments.However, Shin Shii, in its domestic Taiwanese market was an exception because it had to useaggressive advertising methods to create a totally new market for oolong iced-tea, which wasvirtually non-existent. In such a case, it targeted all age groups, even the tradition bound oldergeneration who were very much used to drinking hot tea and were least likely to give up thishabit. It’s selling point of Kai Shii drinkers being a ‘new breed of people’ in a ‘new world’along with it’s natural ingredients and health benefits appealed to everyone, including theelderly who tend to be more health conscious in the Far East. The concept of being uniqueand different appealed to the younger generation, while the therapeutic benefits of iced-teaattracted the stressed middle- aged working class besides providing them with theconvenience of a canned drink to complement their busy lifestyles. Other segments such asgeographical locations were also collectively considered although the level of penetrationmight not have been the same for rural markets.Unilever’s target segments for Lipton were broadly based on similar factors as far as thehealth benefits of iced tea are concerned. However, it could further narrow down to focus onathletes and industry workers involved in large amounts of physical activity and mentalexhaustion. Geographically, most of America’s population are in urban centres or towns thatare well connected. Thus, it made sense for Lipton to not restrict itself to purely urban centresonly. However, busy cities like New York, Boston and Chicago hold great potential for theworking class to be the targeted consumers as Lipton iced teas could be a quick refreshmentbetween snacks or lunch.

For Unilever, it is essential to note that it would be unfeasible for it to modify its Lipton icedteasto serve different parts of the country, as America is largely a homogenous market withhardly any diverse tastes for beverages. Shin Shii, however, might want to modify Kai Shiioolong iced-teas to suit the tastes of the American consumer and also to counter competitionby claiming to be exclusive and better.

Forecasting Demand: Current demand for iced-tea in America is so huge, that it forms 80%of all tea consumed in America. It has become a uniquely American habit, despite having arelatively shorter history of participation in the tea trade. As the convenience of ready-todrinkiced teas lure new tea drinkers, a roll-over effect should occur in the demand for othertypes of more specialised teas, such as herbal iced-tea to increase. Several other factors canbe utilised to forecast the demand of iced teas or for any other market segment. Most of themlargely relate to the growth rate of current market segment bases such as age, income, andcertain nationality groups. Changes in lifestyle, or in the socio-economic condition areamongst the larger developments that might influence demand especially in the long run.

Specific to the iced-tea market for example, a decrease in the proportion of working class dueto a rapidly ageing population might hinder demand in urban centres especially incommercial areas.Overall, however, the outlook for iced-tea beverages is still very much positive with instanttea becoming more important in certain markets. According to a study by Goradia (mentionedin ‘Commodity Supply Management by Producing Countries’), the global consumption ofliquid tea rose by 145% while that of tea leaves rose by only 92% between 1951 and 1970.Such rapid growth is expected to continue into the near future.

  1. CONCLUSION

As Lipton and Kai Shii both serve and cater to the same market, they use similar marketingstrategies but with different approaches to achieve their company’s objectives. Bothcompanies differ largely in size in terms of financial and human resource capital. This affectsthe way they implement their strategies. Lipton, being a global brand has a slight edge interms of expertise in the tastes and culture of its target group of consumers. It also has widerproduct range and technological superiority and is planning to launch a radical new product-Brooke Bond’s hot tea can. However, although Shin Shii would be a new player with KaiShii in the American market with no international experience, Unilever should be wary of itspast achievements of revolutionising a new type of product very successfully in theTaiwanese market. Despite successfully facing domestic competitors in the overcrowdediced-tea market, it might want to review its marketing policy to be better prepared to face asmall but unpredictable competitor. Both companies can look forward to competition in anencouraging and growing market with demand expected to rise steadily in the immediate longrun.

  1. RECOMMENDATIONS

The following lists the recommendations for Lipton and Pepsi with regard to:

  1. i) Market coverage strategy: As Lipton and Pepsi are already well established across severalsegments, they should use an undifferentiated marketing strategy spanning the entire market.As the number of competitors exploiting the demands of each segment increases, it isessential to remain clearly ahead in the consumer’s mind. This can be achieved by increasingvisibility across other segments such as tourist places. Pepsi’s wide distribution networkwhich already makes Pepsi cola widely available should give Lipton iced-teas the same levelof importance, and on the grounds of both Lipton’s and Pepsi’s reputation, demand fromretailers appropriate type of shelf space, for example at the eye level of the consumer. This isbecause iced-teas are increasingly becoming ‘impulse’ goods as their demand increases. Thisimplies that consumers postpone their decision making process until they are about to buy theproduct. In such cases, the first popular product they see that is neatly shelved would mostoften create a want for that product itself shutting out all other influential input.
  2. ii) Brand positioning of Lipton iced-teas: As more segments are targeted, the product shouldoffer greater flexibility and choice to cater to a wide range within each segment. For example,it could offer different types of packaging, and in different quantity (volume) with differentprices. This could give students amongst others an advantage in choosing the same product ata lower price on a regular basis.

iii) Brand positioning of Brooke Bond canned teas: Brooke Bond canned teas, boasting of arevolutionary new concept of ready to drink hot tea in a can, should position themselves asbeing a natural extension to the company’s policy of providing convenience and greaterchoice to the consumer. Being the first to develop and perhaps patent this technology, it couldcharge higher prices, as it is an upmarket product. However, as it requires the use of heatingcabinets, it cannot be widely accessible outdoors.It is essential to note that the two brands are marketed separately even though some of theirtarget groups of consumers may overlap, as many people are unaware that these brandsbelong to the same company, Unilever.

The following lists recommendations for Shin Shii with regard to:

  1. i) Market entry strategy: Shin Shii’s entry into the Western market with Kai Shii wouldrevolve largely around two major concerns. Firstly, the choice of a distribution network isimportant. It has to find similar partners who share and trust the company’s objectives, andcapabilities in delivering a quality product that will be successful. This is especially importantas stock returning without being sold burdens the distributor with extra costs and limit itsoperations elsewhere. Secondly, unlike Taiwan, where it was a market leader, in America, itshould not initially place its products on the shelf alongside Lipton as it will be simplyignored due to zero brand recognition. Shin Shii should instead target places like cinemas,amusement parks etc in pilot schemes where potential consumers are more likely to try outnew products. This would give it an indicator of the public response and as demand increases,an appropriate platform will emerge for Shin Shii to negotiate shelf-space with larger retailersto enable it to sell more widely in supermarket chains.
  2. ii) Brand positioning of Kai Shii: Before it enters the American market, it needs to rename itsproduct to allow the brand to be retained in an average American consumer’s mind. Thecultural gulf between Taiwan and America is too crucial to be ignored. Next, Kai Shii’s priceshould be lower than that of Lipton’s iced teas to provide an incentive for consumers to try analternate product at a lower price unless it is able to distinctively gauge a competitiveadvantage in product quality or a unique and thus popular taste liking amongst consumersduring trial periods. In that case, it may charge a premium on the grounds of superiority andpopularity. It may also directly attack Lipton’s flaws or old-fashioned image in its advertisingcampaigns. Increased revenue as a result of higher prices than that of its competitor couldensure the success and sustainability of these campaigns.

 

Q1: According to the given case give your comment on following statements Brand loyalty – “Consumers turn blind eye to bad brand values”

Q2:   Do PEST (Political, Economical. Social & Technological) analysis of the given case.

Q3: Focus on market entry strategy & Brand positioning strategy of both the competitors in Indian market .If you are Brand manager of Lipton give your opinion how to establish and increase its market share keeping in mind the Indian market.

MCQ’s

Question: 1

What is the name given to the brand which are lisenced by the manufacturers?

A: National Brand

B: Private Brand

C: Co-branding

D: Licensed brand

Question: 2

…………………refers to a brands objective (functional) attributes in relation to other brands.

A: Brand position

B:  Product position

C: Brand relationship

D: Both a and b

Question: 3

Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band aid and Ujala are the examples of………..

A: Descriptive Brand Name

B: Suggestive brand name

C: Free Standing brand name

D: None of the above

Question: 4

What is the process of extending an existing brand name to new forms, colors, sizes, ingredients, or flavors of an existing product category?

A: Line extension

B: Brand extension

C: Multibrands

D: New brand

Question: 5

From the consumers perspective the model segment non-user of the brand is divided into 4 groups based on the openness to try, among the following whoare the people whose prefrence lies in their current brand, although not strongly?

A: Strongly Unavailable

B: Weakly unavailable

C: Available

D: Ambivalent

Question: 6

The modern discipline of brand management is considered to have been started by which famous company?

A: Coca-Cola

B: Unilever

C: Procter & Gamble

D: Toyota

Question: 7

In ancient times the branding of animals was done in which country?

A: Egypt

B: U.S.A.

C: Zaire

D: Canada

Question: 8

Which of the following company was not in the Interbrand’s 2012 top 10 global brands list?

A: Samsung

B: Intel

C: Toyota

D: Procter & Gamble

Question: 9

Which companies entry into the Chinese market resulted in their brand being translated as ‘bite the wax tadpole’?

A: Pepsico

B: Apple

C: Coca-cola

D: Cadbury

Question: 10

What is the process in which the company tries to reduce the number of brands in the market?

A: Brand customizing

B: Brand rationalizing

C: Brand dropping

D: Brand Slashing

Question: 11

Which U.S. brand is not among the top 10 brands of Interbrand’s 2012 list?

A: GE

B: IBM

C: Microsoft

D: American Express

Question: 12

Which of the following is not among the 4 steps of brand building?

A: Brand identity

B: Brand response

C: Brand positioning

D: Brand relationship

Question: 13

From the manufacturer’s perspective the model segment user of the brand is divided into 4 groups based on the strenght of commitment, among the following who is more likely to switch the brands?

A: Average

B: Shallow

C: Convertible

D: Entrenched

Question: 14

What is the process of introducing the new product category with a new brand?

A: Line extension

B: Brand extension

C: Multibrands

D: New brand

Question: 15

What is the name given to the brand created and owned by a reseller of a product or service?

A: National Brand

B: Private Brand

C: Co-branding

D: Licensed brand

Question: 16

Nike has the distinctive “swoosh” logo, the “Just Do It” slogan, and the “Nike” name based on a mythological goddess. These items are called……….

A: brand equities

B: brand identities

C: brand resonance

D: brand elements

Question: 17

The purpose of the ……….. is to provide a current, comprehensive profile of how all the products and services sold by a company are marketed and branded.

A: brand audit

B: brand tracking study

C: brand inventory

D: brand analysis

Question: 18

A ……… typically employs quantitative measures to provide marketers with current information as to how their brands and marketing programs are performing on the basis of a number of key dimensions.

A: brand audit

B: brand tracking study

C: brand exploratory research

D: brand analysis

Question: 19

From the consumers perspective the model segment non-user of the brand is divided into 4 groups based on the openness to try, among the following who prefer other brands but have not switched yet?

A: Strongly Unavailable

B: Weakly unavailable

C: Available

D: Ambivalent

Question: 20

Which of the following is not among the 5 B’s of customer perspective?

A: Brand

B: Beauty

C: Belief

D: Backing

Question: 21

Which of the following is not among the 5 B’s of producer perspective?

A: Bridge

B: Briliant

C: Brave

D: Background

Question: 22

Which is not an example of Positioning by usage occasion and time of use?

A: Listerine – night time rinse

B: Nescafe – Great start to the morning

C: NIIT (Inspired……life begins at NIIT)

D: Domino’s (When families are having fun)

Question: 23

……….. Is measures the degree to which a brand is seen as different from others.

A: Relevance

B: Differentiation

C: Esteem

D: Knowledge

Question: 24

……….. measures the breadth of a brand’s appeal.

A: Relevance

B: Differentiation

C: Esteem

D: Knowledge

Question: 25

Burton, a maker of snowboards, is introducing a new snowboard called “The Dominator.” This snowboard will be associated and identified with top professional riders. What marketing strategy is Burton using?

A: building brand image

B: leveraging secondary association

C: positioning the product

D: targeting a submarket

Question: 26

A clothing marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented?

A: rebranding

B: brand extension

C: line extension

D: private brand

Question: 27

A key element in a company’s relationship with consumers, a ________ represents consumers’ perceptions and feelings about a product and its performance.

A: product experience

B: product line

C: brand

D: product attribute

Question: 28

From the consumers perspective the model segment non-user of the brand is divided into 4 groups based on the openness to try, among the following who are as attractd to other brands as their current choice?

A: Strongly Unavailable

B: Weakly unavailable

C: Available

D: Ambivalent

Question: 29

All products marketed by Heinz carry the brand name ‘Heinz’. This is an example of ………….

A: individual names

B: blanket family names

C: separate family name for all products

D: none of the above

Question: 30

A ………. brand may be kept around despite dwindling sales because they still manage to hold on to a sufficient number of customers and maintain profitability with little or no marketing support.

A: flanker

B: cash cow

C: hound dog

D: question mark

Question: 31

Honda uses the company name to cover different products such as automobiles, motorcycles, snowblowers, and snowmobiles. This is an example of a ……….

A: sub-brand

B: parent brand

C: line extension

D: category extension

Question: 32

Nivea, a strong European brand, has expanded its scope from a skin-cream brand to a skin-care and personal-care brand through carefully designed and implemented brand extensions. This is an example of ………

A: brand valuation

B: brand management

C: brand enhancements

D: brand reinforcement

Question: 33

Advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference. However, brands are not maintained by advertising but by the ________.

A: market experience

B: brand experience

C: product mix

D: word-of-mouth elements

Question: 34

An increasing number of retailers and wholesalers have created their own ________, also called store brands.

A: unsought products

B: speciality products

C: private brands

D: Shopping products

Question: 35

Which of the following is an advantage offered by co-branding?

A: Manufacturers do not have to invest in creating their own brand names

B: Brand equity is stabilized

C: A company can expand its existing brand into a category it otherwise might have difficulty entering alone

D: Retailers have exclusive products that cannot be purchased from competitors

Question: 36

From the manufacturer’s perspective the model segment user of the brand is divided into 4 groups based on the strenght of commitment, among the following who are happy with their choice and will continue with it in the future?

A: Average

B: Shallow

C: Convertible

D: Entrenched

Question: 37

…………………includes all that is linked up in memory about the brand. It could be specific to attributes , features, benefits or looks of brand.

A: Brand attitude

B: Brand association

C: Brand relationship

D: Brand image

Question: 38

…………………..includes two visual signals of a brand – its character (e.g. Amul girl, Pillsbury doughboy) and its logo. Both are elements of brand identity.

A: Brand attitude

B: Brand symbol

C: Brand positioning

D: Brand image

Question: 39

.………………….can be thought of as a perceptual map of in which like products of the same company (say, toothpaste) are positioned very close to one another and compete more with one another than with brands of other companies.

A: Brand Comparison

B: Cannibalization

C: Positioning

D: Brand Associations

Question: 40

A marketer need to understand that some ‘general traits’ of a brand name are:

A: Easy to recognize

B: Easy to pronounce

C: Easy to memorize or recall

D: All of the above

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MBA 4th Sem Customer Relationship Management

Q1. Elaborate the philosophy of CRM practiced in retail business. Support your answer with relevant example.
Q2. Explain the CRM process in retail. Do you feel that well planned CRM process is necessary for a retail firm to meet and beat competition? Justify your answer with your arguments.
Q3. Explain how the customer service feedback is sought by the retail firms. What are the emerging trends of CRM in the organized retail?
Q4. Describe the rationale and benefits of CRM in organised retail. How it differs from the CRM process adopted by traditional retail?
Q5. Develop a CRM program for the organized retail format BIGBAZAAR and how you will suggest them to implement the program?

Q6. What aspects need to be measured while monitoring service quality?

Q7.What is the role of technology in the CRM process of retail? Describe the three W’s of technology and support your answer with specific examples.

Q8.Define the following terms and support your answer with specific examples:

  1. Web based technology and E- CRM.
  2. Customer retention strategies
  3. E-tailing
  4. Direct Marketing in retail

 

 

Case Study

Case Detail :
“Customer Service: The Nordstrom Way”
The Nordstrom store is known for its exceptional customer service. It is customer service that makes Nordstrom so special. The Nordstrom store differentiates and distinguishes itself from competition through excellent customer service. Customer service is said to be the culture at Nordstrom and the organization has emerged as a world wide example for customer service at retail.
The Nordstrom store targets middle to upper income women and men offering merchandise categories like shoes, apparent, accessories, cosmetics etc. at competitive prices. The chain can boost of a highly motivated,” self-empowered people who have an entrepreneurial spirit, who feel that they are in this to better them and feel good about themselves, to make more money and to be successful.”
To cite an example of customer service at Nordstrom: There was a customer who fell in love with a pair of burgundy, pleated, Donna Karan slacks that had just gone on sale at a Nordstrom store, but the store was out of her size and the sales associate was not able to locate a pair at any other Nordstrom store in the area. Knowing that the same slacks were available with a competitor across the street, the associate secured some petty cash from the department manager, walked across to the competing department store where she bought the slacks at full price, returned to Nordstrom and then sold them to the customer at the marked-down Nordstrom price. The culture of Nordstrom is to delight every customer. Though Nordstrom did not make money on that sale it was an investment in promoting the loyalty of an appreciative customer, who would definitely make a repeat purchase from the store.
Q1. Why is customer service important to a store?
Q2. How can a retail store make service its culture? What arte the lessons of a customer service we can learn from Nordstrom?

 

Part C

  1. ……….. is a system for managing a company’s interactions with current and future customers
  1. Customer relationship management systems track and measure …. campaigns over multiple networks.
  1. Places where CRM is used include
  1. It is a platform for progressing the …….. and other related query management.
  1. Goal of CRM is to
  1. The CRM codifies the interactions between you and your ……….
  1. The CRM software is installed in the …….., and help direct customers to the right agent or self-empowered knowledge
  1. It involves using technology to organize, automate and synchronize sales, marketing, customer service, and technical support
  1. CRM software can also be used to identify and reward loyal ………. over a period of time.
  1. CRM software programs can automatically synchronize suitable appointment…….. for customer contact
  1. B2C and B2B CRM systems are not created equally and different CRM …… applies to B2B and B2C conditions
  1. Relationship management is a customer-oriented feature with …………. response based on customer input,
  1. This function can implement sales promotion analysis, automate tracking of a client’s account history for repeated sales or future sales, and also ?oordinate sales, marketing, call centers, and retail outlets in order to realize the salesforce automation.
  1. ………. is “all the tools, technologies and procedures to manage, improve, or facilitate sales, support and related interactions with customers, prospects, and business partners throughout the enterprise
  1. ……….. systems are customer relationship management platforms.
  1. Characteristics of CRM
  1. The project ………. is responsible for the success of CRM.
  1. ………..software comes with many features and tools, and despite the fact that many of CRM products offer similar feature sets, there are some unique tools in each one.
  1. …………. mean how well it integrates with other applications
  1. Contact information ranking outlines the ,,,,,,,,,,,,,’s ability to store specific information for each contact.
  1. Business world is fast-paced, so managers need to be able to access …………….r’s information quickly.
  1. B2B company has ……… contact database than B2C
  1. The amount of sales in B2B is relatively ……
  1. CRM must be easily integrated with other companies’………….-solutions.
  1. This software allows the company to automatically track all the web activity generated from marketing and automatically sets the Lead Source as Marketing
  1. a CRM system may simply consist of a contact manager system which..emails, documents, jobs, faxes, and scheduling for individual accounts.
  1. Relationships in B2B environment are built over a ………time
  1. Sales and marketing tools designed to help and maintain current ……………. and gain new ones
  1. ………is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation.”
  1. The importance of customer service may vary by ………….
  1. CRM often makes use of …. media to build up customer relationships
  1. Customer service can also refer to the ……. of the organization
  1. customer service plays an important role in an organization’s ability to generate …….
  1. ……….is the provision of service to customers before, during and after a purchase
  1. Customer support is a range of customer services to assist ……….. in making cost effective and correct use of a product
  1. Regarding technology products such as mobile phones, televisions, computers, software products or other electronic or mechanical goods, it is termed ……..
  1. It includes assistance in planning, installation, training, trouble shooting, maintenance, upgrading, and disposal of a product.
  1. Customer service may be provided by a .
  1. ………involves strategy that focuses the operations and processes of a business around the needs of individual customers.
  1. Companies have started to focus on the importance of the……..

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Customer Relationship Management
1. Customer service in retailing focuses on
2. Customer service has the dimensions
3. This is not the set of service standards used by the retailer for his customer Right strategy
4. This is not one of the classification of customer expectations
5. __________ is absolutely essential attributes of the experience
6. __________ are the attributes the customer doesn’t expect, but knows about them and appreciates it if the experience includes them.
7. ____________ are the associated attributes of the experience that the customer takes for granted
8. __________ is the ‘surprise’ attributes that add value for the customer beyond his or her desires or expectations.
9. One of the following is not the goal of customer service process flow
10. It’s the goal of the customer service process flow where the service provider do what is promised is known as ___________
11. It’s the goal of the customer service process flow where the service provider takes into account the customer’s point of view is known as ___________.
12. It’s the goal of the customer service process flow where the service provider create a feeling of confidence in the customer during the service delivery process
13. _______ need to be trained at all levels to deliver the most efficient customer service as it is they who make the moments ‘magical’ for the organization to the customer.
14. Communicating the organization’s ___________ to the employees work wonders
15. Developing an effective ____________ for the whole organization also helps the retail firm to operate a lot more efficiently.
16. Some retailers use _________ to evaluate the service quality performance
17. This is not one of the parameters the retailers do for analyzing its organizational assessment of the service and culture:
18. The retailer needs to monitor and measure service quality of
19. When customer service is less than the expectations, the service rendered by the retail firm is________.
20. Customer expectations keep _____.It’s the retail organisation’s responsibility to achieve higher levels of customer satisfaction.
21. From the customer’s perspective ______ is the perception of the shopper to draw benefits from a purchase (formed by the total retail experience).
22. This is not one of the four factors to be kept in mind in relationship retailing
23. It is more worth nurturing relationships with some shoppers than with others; they are termed as________ and they should be singled out
24. Courtesy (referring to the customer by name and saying thank you) and suggestion selling is termed as _________ in the classification of customer services. They are the low cost services and value high for the shopper.
25. High cost of offering the customer service and high value of the customer service to the shopper, for e.g.: transaction speed, credit, gift registry etc. is being termed as ____________.
26. An upscale retailer would offer _____ customer services than a discount store
27. Researches have proven this fact that it costs 3 to 6 times more to sell product and services to_______ than to __________.
28. CRM is an iterative process that turns _______ into ________.
29. This is not one of the 4 activities of the CRM PROCESS CYCLE:
30. Ideally, the database should not contain the following information
31. One of the following sentences on customer loyalty to a retailer is not true
32. Three approaches that store-based retailers generally use to overcome the problem of identifying most customers who are making in-store transactions. The following is not the right approach:
33. _________ is a specific type of data analysis that focuses on the composition of the bundle of products purchased by a household during a single shopping occasion.
34. A commonly used measure to score each customer is ________.It is the expected contribution from the customer to the retailer’s profits over his or her entire relationship with the retailer
35. Retailers know that a relatively small number of customers account for the majority of their profits. This realization is often called the _________.80% of the sales or profits come from 20 percent of the customers.
36. A commonly used segmentation scheme divides customers into four segments. The incorrect segmentation is:
37. Customers in the lowest segment of customer pyramid can cost the company money. They often demand a lot of attention but do not buy much from the retailer.
38. This segment is composed of the retailer’s customers with the top 25 percent LTVs. These are the most loyal customers who are not overly concerned about merchandise price and place more value on customer service.
39. Customers in this third tier probably do not deserve much attention from the retailer due to their modest LTV.

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Amity MBA 3rd Sem ASODL Marketing Of Services

Amity MBA Assignment A

 

Question 1. Define ‘Services’.   Distinguish between services with goods/products.   What are the different challenges for services marketing?   Discuss briefly the characteristics of Services.

Question 2. What do you mean by marketing-mix in terms of services?   Explain the marketing-mix elements in Services Marketing with suitable examples.

Question 3. How can service quality be used in a manufacturing context for competitive advantage?   Think of your answer in the context of automobiles or computers or some other manufactured product you have actually purchased.

Question 4. What is the difference between desired service and adequate service?  Why would a services marketer need to understand both types of service expectations?

Question 5. Define service culture.   Why is service culture so important?   Can a manufacturing firm have a service culture?   Why or why not?

Question 6. a) In what specific ways does the distribution of services differ from the distribution of goods?   What are the main differences between agents and brokers?   Explain with suitable examples.

  1. b) Which form of internal marketing communication – vertical or horizontal would you invest in if you had to select between them as an organization’s CEO?   Why?   Justify your answer with suitable examples.

 

Question 7. Describe the non-monetary costs involved in the following services –

a)             Getting an automobile loan

b)            Belonging to a health club

c)             Having allergies diagnosed and treated

d)            Attending an executive education class

 

Question 8. Write short notes on any three of the following:

a)             Intangibility.

b)            Service Delivery System.

c)             Perceived Service Quality.

d)            Relationship Marketing.

e)             Process of service recovery.

 

Amity MBA Assignment B

Case Study

World Gym

World Gym began operations in 1995 in a large city. The company’s objective was to meet the fitness needs of a diverse clientele, from the professional body builder to the overweight person,

World Gym’s principal plan was to have a fitness facility that targeted the common person – a fitness facility that was not on the high end or the low end, but in the middle price range.  At the beginning, it planned to challenge the price of the top-of-the-line facilities. It offered its services in a big spacious centre in a high-traffic area, a part of the city that was becoming gentrified. There was little competition in the area. The establishment’s large space, with natural light coming in, set it apart from competitors.

The company expected its members to come join other clubs and facilities not only in the immediate neighborhoods.  But all around the city, it saw its trade area as the neighborhoods within an 8-10 minute drive.

The company decided to begin by marketing its product to people who were already working out but wanted something unique. When the company opened its fitness facility, consumers readily accepted it.   World Gym membership far exceeded expectations.  It now has 3,000 members.    As many as 2,000 people come on a given day.

For years World Gym had few serious competitors. In the city, permits are required to open a gym and thus are an obstacle to potential competitors. And the cost of opening a 35,000-square-foot facility is an additional barrier to entry.

Question 1. Was World Gym’s pricing plan appropriate in a market where there was a relatively low supply of services?

Question 2. Over time World Gym’s membership exceeded expectations. Demand was strong and constant. What impact might this situation have on the company’s pricing strategy? Also, which might impact this situation on the company’s product strategy?

Question 3. Suppose the company learns that two new competitors plan to open fitness facilities within a mile of World Gym. How might the increased supply of services effect World Gym’s pricing policy?

Amity MBA Assignment C

  1. Services are primarily—
  2. From the Indian point of view _____% of GDP is from the service sector:
  3. Intangibility, Inseparability, Perishability, Heterogeneity and Ownership are the–
  4. Three additional elements in the services marketing-mix are—
  5. For price determination of services, _______ factor plays a key role.
  6. In services __________ factors relate to the competition and its depth etc.:
  7. __________ factors are attributes specific to the service –
  8. The unpaid form of advertising which is derived by getting coverage as news or an editorial item is called–
  9. In services ________ kinds of physical evidences are there.
  10. The façade and exteriors, logo are the essential components of _____________ evidence.
  11. Service personnel are parts of—
  12. ________________ is capable of creating situations like, natural disasters, to which service firms must respond.
  13. ____________ is external to the marketing organization but is related to its marketing efforts.
  14. STP stands for–
  15. Perceived Service Quality is—
  16. Quality of the service has _______ different components.
  17. _______gap represents the difference between the actual task completed and the customer’s perception of the service.
  18. In gap 4, the service delivery does not match up to the service provider’s ____________.
  19. Desired and Adequate services are–
  20. __________  is the level of service the customer will accept.
  21. The extent to which customers are willing to accept variation in service performance is called–
  22. ________________ intensifiers are temporary individual factors that make a customer aware of the need of the service.
  23. ______________  is the level of service the customers believe they would get.
  24. Personal and non-personal statements made by people other than those with the service provider to the customers about the quality of service are called–
  25. There are ________factors that influence customer perception.
  26. _________ is also called moments of truth.
  27. There are __________ common themes of customer satisfaction/dissatisfaction.
  28. _______ is the response of employee to problem customers or uncooperative customers.
  29. __________ encounters are a direct human contact.
  30. Image is the __________  the firm has for the reaching effect and also influences the customer perception.
  31. There are _________ stages in the marketing research process for understanding customer expectations.
  32. __________ deals with developing a service measurement strategy.
  33. CRM stands for–
  34. To be able to impact on the customer’s mind, services should be constantly maintaining _________ service standards.
  35. Telemarketing is an important component of–
  36. _________ helps in activating the process of advertisement.
  37. The services in hospitals are classified in three heads such as—
  38. NAAC stands for—
  39. From the Hotel Marketing point of view, the definition given by Melvyn Greene concentrates on the _____________ process.
  40. Services from an international perspective can be categorized into _______ clusters.

 

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