NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing
Management
Internal Assignment Applicable for December 2020 Examination
Assignment Marks: 30
Case:
“Yuva”
is a fitness band catering to Indian youth in lower price segment. There is a
vast
market who are health conscious and wants the latest tech in wearable device
category.
There are currently two fitness band that is being sold by the company.
Given
below are their prices.
|
Yuva Basic |
Rupees 899/- |
|
Yuva Pro |
Rupees 1199/- |
The product quality is good given the price
range. It has all fitness feature supported by
a colourful design. It has a bigger display as compared to their
competitors. The
company has purposely kept the display bigger for the youth
audience as they want the
feel of a smart watch at the price of fitness band.
The company has a plan to sell only through online platform. The
product is available
on major ecommerce platform as well as on the company’s own
website. It has just
been 15 days that the product is launched but it doesn’t have
any demand from
consumers. There is no problem with the product but there are no
promotions done by
the company. You have been hired as a Marketing head of the
brand Yuva.
1. Suggest various types of segmentation for the brand Yuva. (10
Marks)
2. How will you promote the brand Yuva online? Suggest minimum
five online platforms
through which you will promote the brand and increase the sale. (10
Marks)
3.a. Explain any five factors that will influence the consumer
behavior for the purchase of
Yuva Fitness Band. (5 Marks)
3.b. Explain various stages that a customer will go through in
purchasing decision of Yuva
fitness band. (5 Marks)
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