NMIMS
Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Research
Internal Assignment Applicable for April 2022 Examination
1. Take
the mobile handset category for Android phones in India in the price range of
Rs. 15000 to Rs. 20000. Choose a leading brand in the category and analyse its various
attributes of brand equity. You can use your experience and public domain data
to analyse the same. (10 Marks)
2. A
full-service airline company, operating in India for the last 10 years has
improved their overall service quality. You have been commissioned the task of
designing a questionnaire which measures passenger satisfaction towards the
preflight, inflight & post-flight experience. They also want the
demographic details of customers for profiling. Use appropriate statements and
the right scale while developing the questionnaire so that overall satisfaction
towards the airline can be measured. (10 Marks)
3. An
Indian company in the electronic safes and security equipments industry has a
safety locker which can be fitted inside a cupboard or cabinets. The safety
locker can be locked with a password. If anyone tampers with the locker, it
sends an sms to registered numbers and blow an alarm. Indian consumers are
generally used to cupboards or bank lockers. The password protection and the
alarm features make the product very superior and once it is fixed to a cabinet
or a wall, it can’t be removed without a password. Without password the blaring
alarms will go off. The company has a very good advertising campaign developed
by an agency which highlights the sms & alarm feature in in a mix of humour
and fear setting. The target audience of the company are Indian households with
annual income above 8 lakhs. The company wants maximum Indian households to
watch the ad.
a. What
media mix will you suggest for the campaign? (5 Marks)
b. How
will you measure the ad effectiveness after the first 3 months? (5 Marks)
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