KEY HR QUESTIONS IN MARKETING

Why Marketing?
Why Sales?
Why this firm? There are many marketing profiles on offer. Why us?
Why should we take you?
Sales is hectic; will you be able to manage?
What according to you is the difference between Sales and Marketing?

SEGMENTATION/TARGETING/POSITIONING

What is positioning?
What should be the pricing strategy at different stages of PLC?
How different is service marketing from product marketing?
How has Saffola positioned itself? How is it different from its competitors?
How would you segment the cellphone market in India?
What are the different ways of segmenting the cellphone market?
How has Nokia positioned its products? How do HULs skincare brands target various
segments?
How does the positioning strategy of Nokia compare with that of Blackberry/Micromax?
How does the way Nokia segments the cellphone market differ from the way Apple does?
How would you segment the non-internet users in India psychographically?
What are all the entry barriers for people to start using Internet?

MARKET AWARENESS

How would you broadly divide the overall cellphone market into various sectors?
Which are the sectors that Nokia should focus on to drive growth?
Roughly, what has Nokias India story been?
What are 3 things Nokia should do to revive its Indian business?
Where does Ovi fit into Nokias strategies?
How would Nokia reach rural markets? How does HUL reach rural markets?
What was the threat offered by Nirma to HUL, and how was it overcome?
What is the aim of Project Shakti?

CONSUMER PROMOTIONS

What are, broadly, the various needs fulfilled by consumer promotions?

Why do FMCGs require more promotion activity than other industries?
How do you choose a brand ambassador for a brand?
Compare a successful brand campaign with an unsuccessful one
What would you say is a better promotional strategy: ATL or BTL?

TRADE PROMOTIONS

What are, broadly, the various needs fulfilled by trade promotions?

Name one of HULs most famous trade promotion programs and explain how it works.

NEW PRODUCT DEVELOPMENT

How do you do consumer research?

Team Disha, IIM Lucknow

 What role do competitors play in developing new product ideas?
Kissan Jam is being made in a limited edition pack for the Braille Promotion Week (to
promote it for the visually challenged). What design changes would you suggest?
What are the design defects that you would look out for when salt and pepper shakers are
manufactured in a production line?

SALES

A product has dropping sales. What would you do?

What are the various types of distribution networks? Define each level?
What are retail chains?
What is Walmart model of retail?
What is Cash n Carry model of Walmart?
What is the difference between wholesaler, retailer and distributor?

BRANDING BASICS

How does a brand differ from a product or why is branding important?

Broadly differentiate between a successful and an unsuccessful brand with an example.
Do you think it is necessary to change what a brand stands for over the years? Why?
Example.
How would you define Facebook as a brand, as against as a product?
Why has HUL starting flashing the company name after its brand commercials?
Why has Airtel changed its logo?
When would you advice a brand to reinvent itself? Reinvention or create a new brand?
Why?
How would you define marketing? Dont give me Kotlers definition; I have a copy at home.
Just tell me in plain English what you understand by it.
Marketers are sometimes accused of creating needs in people. Do you think that is possible
to sell something which a consumer does not really need? What are your views?
What role do colors and jingles play in brand building?

CASE TYPE QUESTIONS

How will you promote a newly launched hyderabadi biryani chain in Hyderabad? How will
you do it in Kolkata? Give a tagline for the same
How will you brand Bangalore, Chennai, and Lucknow if they were products
Make a strategy to sell Hamaam shampoo in Tamil Nadu
Develop a marketing strategy for a fairness cream to be sold in rural market
Segment the market of Lucknow for launch of credit card to be launched by Jet Airways
Launch Strategy for a mineral water brand
How would you use social media for a bank? Give strategies to target a specific set of
customers
If youre doing promotions in a mall, how will you go about it? What all will you do?
How will you launch a hair extension line in Nigeria?
STP on low calorie sweetner. Create a brand name for the product
Create a sales pitch for yourself including brand name, tag line, differentiation, positioning
and a creative promotional strategy

Team Disha, IIM Lucknow

 Take me through a complete marketing strategy for a premium plastic cup. Pricing is done,
focus on place and promotions
What are the ways in which you can increase the reach of dog food to different customers
How will you sell Gatorade to a rural consumer?

Team Disha, IIM Lucknow