NMIMS
Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for April 2022 Examination
1. The
concept of reserving an Ola Scooter by paying ₹499 means that customer will be
first in line to purchase it when the company announces its deliveries. The
company also gives an option to cancel and get a refund anytime. Based on the
statement, plan an appropriate Segmentation, Targeting for Ola Scooter
considering the profile of the Indian consumer. (10 Marks)
2.
After PUBG Mobile reentered the Indian market in the form of Battlegrounds
Mobile India, ByteDance may be attempting something similar with TikTok.
ByteDance has applied for a new trademark having ‘TickTock’ as the wordmark
with the Ministry of Commerce & Industry. Suggest a suitable promotion mix
for ‘TickTock’
(10 Marks)
3. Read
the case & answer the questions based on the case:
Britannia Marie Gold is facing severe competition in the markets where they
were leaders. Due to entry of new players, the company has witnessed a decline
in sales. The Marketing head has called for meeting along with the Brand
Management team to discuss the way out to face the increasing competition.
a. What
Line extension strategies would you suggest to counter the competition? Justify
your answer. (5 Marks)
b.
Suggest an appropriate promotion mix for Britannia Marie Gold. (5 Marks)
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