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Marketing Management MB0030

(3 credits)

60 Marks

Set 1

Answer all questions and each question carries 10 marks.

1. Analyze the existing business portfolio of any one company using BCG matrix, GE matrix, and Ansoff
model. (10 marks)

2. Discuss the Macro environment of a pharmaceutical company (10 Marks)

3. Explain the components of MIS (10 marks)

4. Explain the Henry assael model of buying decision behavior. (10 marks)

5. Discuss the segmentation strategy of a cement company (10 Marks)

6. Case study

Software pricing: issues of client billing

Infosys, one of the major IT companies in India, has developed a new method of pricing software
maintenance project. The new method is called as ‘ticket – based pricing. The customer payment
will be based on three types of client request or ticket. First, customer may request for small
enhancement in the software application. Second, customer may request for big enhancement in
the software application and third, request may be for a bug fix. Earlier the methods used for
pricing were ‘fixed price’ and ‘time and material-based pricing’. Under the ‘time and material
based pricing’, customers are billed based on the number of man-hours spent on a project, while
under the fixed price, the customer pays an agreed price that doesn’t vary with the manpower
deployed on the project.

Infosys developed this new pricing strategy after examining the current pricing methods.
Software application methods become more stable after some time. If the client opted for fixed
pricing and his request for software maintenance reduced, still has to pay fixed maintenance
charges. Ticket based pricing will provide flexibility to the client. Many IT majors have been
trying to decrease the dependence of revenue growth on manpower addition. But this is for the
first time such an attempt has been made to bring a transaction-based pricing model.
The new move is expected to increase the revenue without a proportional increase in the number
of employees. Contrary to this view many industry observers still feel that fixed price or time
and material based pricing provide continuous revenue. The excess revenue available from these
two methods can be used for reserves or hedging. In case of ticket based pricing client has to
negotiate with the company every time.

a. Do you think ticket based pricing will provide continuous revenue to Infosys in the long term?

b. Compare three pricing strategies discussed here and choose any one as your choice


Marketing Management MB0030

(3 credits)

60 Marks

Set 2

Answer all questions and each question carries 10 marks.

1. Explain the relevance of VALS to Marketing (10 Marks)

2. Critically analyze the product mix strategies of a beverage company (10 marks)

3. What is private brand? Explain private brand strategy of a retailer (10 Marks)

4. Explain the partner relationship management at Airtel (10 marks)

5. Critically analyze the five best advertisements released in this year ( 10 marks)

6. Case study
Kurkure: Indian brand in the global market.

Indian consumer food habits are different from their counterparts in the European and American
markets. Add to this each Indian region itself has special snacks. Snacks some time consumed
along with meals or tea, coffee and other beverages. Banana wafers, chaklis, samosas, namkeens
are few examples of large list of Indian snacks.

The change in the family structure is also changing the food habits in India. Increase in the
nuclear families and working women enhanced the market potential of ready to eat products and
branded snacks. Though the Indian snack market is highly fragmented with market dominated by
home snacks or those sold by local vendors, changing consumer lifestyle and health concern
made them to look for hygienic, easy to carry and nutritious branded snacks

Biscuits, potato wafers and papads are already branded and well received by the consumers.
Pepsi, the late entrant in the Indian snack market decided to find niche market. In the Year 1999,
the company launched Kurkure in the Indian Market. The product is developed in a way that it is
having local taste and western chips. Kurkure is big success in Indian market. This made Pepsi to
take this snack food to other global markets. Kurkure is already available in the Indian stores in
the US and UK and Pepsi want to expand it to more stores in the existing global markets as well
as expand it to other potential markets. According to the company, Kurkure will retain its basic
flavor but will be adjusted to suit the local requirements. Kurkure’s success in the Indian market
is mainly for three reasons namely innovative flavor, affordable price and continuous
communication to consumer. To meet the regional requirements Kurkure is launched in various
flavors like Masala, chilli, green chutney etc. Kurkure started stiff competition from ITC another
FMCG major. ITCs Bingo is smash hit in the market. To meet the competition Kurkure launched
two more varieties Kurkure extreme chili and Kurkure neem.

Success of any brand depends upon its communication program. Kurkure launched programs
like Chala change ka chakkar in which consumer can stay with brand ambassadors Juhi Chavla
and Saif Ali Khan. Kurkure also launched communication program Kurkure chai time achievers
award in which an interesting recipe will be chosen from the family and photograph of that
family will be put on one million Kurkure packs. Add to all this Kurkure constantly gave the
advertisements in the television media. Kurkure came out with novel ideas like branding the
Indian trains like Kurkure express which runs in the holiday season.

a. Explain the viability of market expansion strategy of Kurkure.

b. Critically analyzes the consumer behavior towards snacks products.