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assignments NMIMS assignments September 2019
NMIMS
Global Access
School
for Continuing Education (NGA-SCE)
Course:
Marketing Strategy
Internal
Assignment Applicable for September 2019 Examination
1. Founded in 1971 in Seattle,
Washington, USA, Starbucks is a well-known international brand with presence in
more than 20,000 locations. Tata Starbucks is a 50:50 joint venture between
Starbucks and Tata Global Beverages (TGBL) in India. Tata Starbucks opened its
first store in India in Oct-2012, and as of Feb-2019
had c. 135 stores in India. “We
look at activating more stores roll out in the next few years” – L
Krishnakumar, Group CFO, TGBL (source: Business Today, 10-Feb-2019). Recently,
the brand has started accepting orders via food delivery firms (e.g. Swiggy).
Chaayos – founded by Nitin Saluja – an IIT Bombay alumnus – opened its first
store in India in NCR region in Nov-2012. Nitin refers to Chaayos as ‘one of
the finest Chai cafe chain in India’ on his LinkedIn profile (accessed
May-2019). You work as a Marketing Strategy consultant, and have been hired by
Nitin to develop the Marketing Strategy for Chaayos, which would help Chaayos increase
the sales 10 times by 2025 (relative to sales in financial year ending
Mar-2018). Provide your recommendations regarding the Marketing Strategy and
Marketing Mix along with explanations. (10 Marks)
2. Customer buying behaviour
plays an important role in Marketing Strategy, and is affected by four key
factors/influences/characteristics. Identify and explain the major influences
on buying behaviour, for application in brand communication/ promotion, for the
following products/brands: (1) Raj Comics, (2) Pizza Hut India, (3) Amazon
India, and (4) LinkedIn India. (10 Marks)
3. Founded in 1939, Marvel
Comics (www.marvel.com) is a well-known brand – in comic books and related
media – owned by The Walt Disney Company. Dhruv, a first generation entrepreneur
founded ‘Ossum Comics’ in 2019 with a vision to launch and build the first
Indian billion-dollar brand in comic books and related media, and feature among
top 3 international brands in the same category by 2030. Dhruv wants to launch
the company by Oct-2019 and has hired you as a consultant
a. Explain various stages and
their characteristics in an industry life cycle, with specific comments
regarding the current stage of comic books and related media industry in India.
(5 Marks)
b. There are 5 key themes/ ways
to identify competitive advantages for a brand/ differentiate from other
brands, as a part of differentiation and positioning strategy; explain these
with suggestions/examples in context of ‘Ossum Comics’, and (2) suggest a
positioning strategy for ‘Ossum Comics’. (5 Marks)
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