MM01
Marketing
Management
(CNM
Cases)
Assignment – II
Assignment Code: 2016MM01A2 Last Date of Submission: 30th April 2016
Maximum Marks: 100
Attempt all the questions. All the questions are compulsory and
carry equal marks.
Section-A
1. What
is a Product? What are its
components? Discuss with reference to
mobile phones or watches or Mutual funds.
2. Product
distribution logistical plays a pivotal role in value delivery. Discuss in light with grocery
retailing.
3. (a)
Discuss the 3 pricing methods in
detail.
(b) Do innovation in pricing like sachet,
EMI, Usage Based Pricing help in creating value.
Comment with appropriate examples. (10+10)
4. Write
short notes on relevance, reach, and effectiveness on use of following
advertising service providers.
(a)
Youtube
(b)
Facebook
(c)
In
store TV
(d)
FM advertising (4x5)
Section-B
Case Study
It has been more than 50 years now that bikes have been
ruling the Indian automobile sector. In 1955, the Indian
government needed sturdy and reliable motorcycles for its Army and police to
patrol the rugged border highways.
The
first batch of 350cc Bullet - the Superbike in India of all times, from
the Royal Enfield Company of UK were received and assembled at Chennai. Since
then, bikes in India have flourished as a two
wheelers segment, and Indian bikes
gaining on popularity all across the world.
India is
the manufacturer of some of the best bikes in the world. Hero Honda, Kinetic
Motor, TVS Motor, LML India are some of iconic bike manufacturers in
India. There are cheap motorcycles that comprise the commuter bike segment, as
well luxury bikes like sports bike in India for the new age bikers. Ever year,
a series of latest bike launch keep the sector buzzing. Kawasaki Ninja, Bajaj
Pulsar 135 LS, and Honda Unicorn Dazzler are some of the latest motorcycle
models that have made news in the recent past.
They are
the main reason for the growth of motorbikes in India as a segment. The
Indian bikes market share is about 81.5% of the total two wheeler market in
India. Three-fourth of the total exports in the two wheeler automobile industry
are made in the motorcycle segment. Exports are made mainly to South East Asian
and SAARC nations.
TVS Motors recently unveiled a
new television campaign for the launch of brand new 125cc motorbike TVS Phoenix,
a segment in which the company has been absent so far. TVS Phoenix 125cc
motorcycle is priced at Rs.53,000 (ex-showroom ).TVS was
completely absent in the Rs.50,000 to Rs.60,000 motorcycles, which is
the large segment (in the motorcycle industry). The Phoenix feels well built,
with good overall quality, attention to detail and nice fit and finish. It is
powered by a new, 124.5cc, single-cylinder, air-cooled and four-stroke engine
TVS has christened ‘Ecothrust’. The new engine uses a CV carburetor as isn’t
yet common in this segment, and deploys a paper type air-filter element. Its
Moly-coated piston deploys chrome-plated rings, and reciprocates within an
aluminium alloy cylinder.
The
Phoenix is a commuter motorcycle with safely conservative, yet attractive
styling. This new TVS uses well-designed, six-spoke alloy wheels, while its
engine, exhaust system and several other parts sport an all-black look. There’s
a broad fairing, which houses the headlight and integrated LED pilot lamps.
The new ad campaign
features a smart, young rider riding the TVS Phoenix followed by a bunch of
riders on other bikes, attracting attention from onlookers along the way. The
song ‘I ain't no ordinary man’ plays in the backdrop throughout the film, as
the rider navigates his way through the city ahead of the pack.
“The thought process behind this
particular campaign (main film and two follow up films) was to bring alive the
‘power distance’ between the premium phoenix 125 bikes and the other ordinary
bikes... This particular bike is so feature rich with its never before features
(in bikes) that it clearly sets it apart from the rest. The two follow up films
demonstrate the benefits of the unique series spring suspension and hazard
lamps. The brief was to simply reposition the existing 125cc bikes as ordinary
in front of the Phoenix 125 and create a power distance between phoenix 125 and
other bikes in the market. The agency churned out at least 50 scripts before
they settled for ‘I ain't no ordinary man’.
According to the general manager,
marketing, Motorcycle Group, TVS Motor Company, “The objective of the campaign
was to position our product as being more than just an ordinary 125cc bike. The
rationale was to bring out the style, first of its kind features and outstanding
refinement of the engine. Therefore the campaign thought of ‘India’s first
Premium 125cc bike’ came very organically from the product itself.”
TVS wanted to bring the same
rigour and detailing in the entire brand building process, starting from the
early stage of understanding consumer needs, to going through every single
detail on the pre-production meeting going all the way to the shoot. The
campaign came with its set of challenges “The challenge was to actually decide
what features/benefits we wanted to communicate, because clearly, the bike had
too much to talk about. The briefing process therefore was a collaborative
exercise of mining insights that were relevant and sharp.”
5. Case
Questions:
a.
Positioning cannot be an
afterthought, It commences right at the strategic planning stage. Comment with reference to TVS ad.
b.
Consumer perception plays a
major role in success of the product. Suggest how the new ad campaign will help in building or changing perception.
c. Suggest two options to communicate
value to consumers for the new TVS bike.
(7+5+8)
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