NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for June 2021 Examination
Assignment Marks: 30
Instructions:
All Questions carry equal marks.
All Questions are compulsory
All answers to be explained in not more than 1000 words for question 1 and 2 and for
question 3 in not more than 500 words for each subsection. Use relevant examples,
illustrations as far as possible.
All answers to be written individually. Discussion and group work is not advisable.
Students are free to refer to any books/reference material/website/internet for
attempting their assignments, but are not allowed to copy the matter as it is from the
source of reference.
Students should write the assignment in their own words. Copying of assignments from
other students is not allowed.
Students should follow the following parameter for answering the assignment questions.
1. As a newly appointed Product Manager by Balaji wafers, you are asked to develop New
Product Planning for new flavor of potato wafer. How would you develop new product
planning process? (10 Marks)
2. Health and Nutrition Start-Up, Habbit makes consumer debut with a range of
innovative & delicious Products. Habbit Wise Creams are the lowest calorie ice creams
in the world. Every serving has less than 50 calories, which is less than half an apple.
| For Theoretical Answer | |
| Assessment Parameter | Weightage |
| Introduction | 20% |
| Concepts and Application related to the question | 60% |
| Conclusion | 20% |
| For Numerical Answer | |
| Assessment Parameter | Weightage |
| Understanding and usage of the formula | 20% |
| Procedure / Steps | 50% |
| Correct Answer & Interpretation | 30% |
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for June 2021 Examination
Available in 6 gourmet flavours such as Blueberry Crumble, Salted Caramel, Lychee
Blush, etc. Wise Creams contain zero added sugar and are keto + diabetic friendly.
Prepare an appropriate Segmentation Strategy for the new launch. Considering that they
have entered in consumer market for the first time, how should the brand be positioned
in the market? (10 Marks)
3. Read the following Case & solve the questions given:
Mr. Ramesh of Unique Industries is contemplating to enter the men’s top end shirts
category. The company already has a brand “CLINGERS” in the middle segment
(₹350-700). The brand is very popular amongst the target audience. Having got the
volumes, Mr. Ramesh now wants to play the value game and enter the top end (₹700+)
category. He knows there are some formidable brands like Farow etc. that will make
life extremely difficult for Unique Industries. But there are certain advantages which
Unique Industries enjoys. It has one of the best retail networks in the country. They
have their own factory, which ensures regular quality supply. They are the pioneers of
branded shirts in India.
Mr. Ramesh has decided to keep the brand name as “Clingers Gold”. He has decided to
allocate ₹10 crores for sales promotion and advertising budget.
Unique Industries is simultaneously entering the readymade trousers market and shoes
market. Mr. Ramesh has decided to keep the same brand name “CLINGERS” to
leverage the success of the brand name to the two new categories.
a. Do you think the brand name “Clingers Gold” is right for the top end segment? Justify
your answer. (5 Marks)
b. Which factors you think needs to be studied before making such entry in the market?
(5 Marks)
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