Master Program in Business Administration (MBA)
Note :- Solve any 4 Case Study
All Case Carry equal Marks.
CASE I
Sunder Singh
Sunder Singh had studied only up to high school. He was 32-years of age, lived alone in a rented room, and worked eight-hour shift at one petrol pump, then went to the other one for another eight-hour shift. He had a girl friend and was planning to marry.
One day when he returned from work, he got a note from his girl friend that she was getting married to someone else and he need not bother her. This was a terrible shock to Sunder Singh and he fell apart. He stopped going to work, spent sleepless nights, and was very depressed. After a month, he was running Iowan his savings and approached his earlier employers to get back his job, but they would not give him a second chance. He had to quit his rented room, and sold few things that he had. He would do some odd jobs at the railway station or the bus terminal.
One day, nearly two years ago, he was very hungry and did not have any money and saw a young man selling newspapers. He asked him what he was selling and he told him about Guzara (an independent, non-profit, independent newspaper sold by the homeless, and economically disadvantaged men and women of this metro city). Sunder Singh approached the office and started selling the newspaper. He did not make a lot of money, but was good at saving it. He started saving money for a warm jacket for next winter.
…………………….transportation, spend very little on entertainment of any kind, and have no security of any kind. Their fight is mainly day-to-day survival.
QUESTIONS
1. What does the purchase of a product like Nike mean to Sunder Singh?
Ans: In this story Nike a high class brand shoe represents a high class living standard for sunder sing. Because, once he really struggled in his life even for food. But later he manages to buy a Nike brand means the development of the living standard of his life style.
2. What does the story say about our society and the impact of marketing on consumer behavior?
? What does the story say about our society :-
o Unstable relation and careless attitude of manner less personalities (Sunder Singh’s girlfriend)
o Helping hand or positive attitude towards the survivals(young man selling newspapers)
o Hidden opportunities from public (Guzara)
o Necessity of survival, Positive attitude and ambition towards life (Sunder Singh)
? impact of marketing on consumer behavior :-
? Consumer behavior is the behavior that consumers interest in searching for, purchasing, using, evaluating, and disposing of, products and services.
o Influenced by high standard of living and modern culture
o Introduce the available products and services in the market
o Changing attitude and personal influences
o Changing Emotions of personalities
o Influenced by Brands
CASE II
Key to Buyers' Minds
Consumer buying research has turned a new leaf in India. The era of demographics ………..
(Prof Deepak Khanna, colleague, has developed these profiles based on his perceptions of certain personality types).
QUESTIONS
1. Explain how the above-mentioned information is likely to benefit a marketer?
2. Which of the above mentioned types are likely to respond to sales promotion? Explain.
3. A manufacturer of personal care products in the premium segment starts frequent sales promotions. What is likely to be the impact on the above-mentioned types?
Case III
Star Airways
Star Airways offered passengers air services within the country and served a territory of 18, 000 sq. miles with an expanding population of over 70 lakh of people who are potential users of the airline services…………….The direct mail letter would be sent to a database of 85,000 clients in four months. The letter will contain information on the airline and again stress on the same theme of' quality and customer service'.
1. ….What is likely to be the decision process in case of choosing an airline?
2. Would this plan suggested by the vice president help in convincing the customers to use Star Airways? Give your reasons.
Case IV
Mouse-Rid
One hot May morning, Shobha, general manager of Innotrap India Ltd., entered her office in Delhi. She paused for a moment to contemplate the quote, which she had framed and hung on a wall facing her table.
"If a man can make a better mousetrap than his neighbour, the world will make a beaten path to his door." She vaguely recalled that probably it was Ralph Waldo Emerson who said this. Perhaps, she wondered, Emerson knew something that she didn't. She had the ……….
impatience. To keep the investors happy, the company needed to sell enough traps to cover costs and make a profit.
QUESTIONS
1. Has Shobha identified the best target market for Mouse-Rid? Why or why not?
2. Does Shobha have enough needed data on consumer behaviour? What type of consumer research should Shobha conduct?
3. What type of advertising can influence consumers for this type of product?
Case V
Golden Glow Soap
Anil Mahajan absent -mindedly ran his finger over the cake of soap before him. He traced the name 'Golden Glow' embossed on the soap as he inhaled its unmistakable sesame fragrance. It was a small soap, ……………..
top-end of the low-priced range. You end up creating an image of being on the opportunity fence. It is a mere pricing ploy, with no strategic value."
QUESTIONS
1. Discuss the nature of problem(s) in this case?
2. Suggest the kind of consumer research needed?
3. How should Golden Glow be positioned/ repositioned to bring about the desired change among consumers? Give your reasons.
CASE VI
Impact of Retail Promotions on Consumers
Shoppers' Delight, a large retail store, had above-average quality and competitive prices. It advertised its retail promotions in local newspapers. Its TV advertising was mainly aimed at building store image and did not address retail promotions. The management knew it well that they had to advertise their retail promotions more, but they did not feel comfortable with the effectiveness of present efforts and wanted to better understand the impact of their present promotions.
To better understand the effectiveness of present efforts, a study of advertising exposure, interpretation, and purchases was undertaken. Researchers conducted 50 in-depth interviews with customers of the store's target market to determine the appropriate product mix, price, ad copy and media for the test. In addition, the store's image and that of its two competitors were measured.
……believed that a better ad would have at least 75 per cent correct comprehension among those aware of the ad. This in turn would almost double sales without any additional cost.
QUESTIONS
1. Why would some consumers have high-involvement levels in learning about this sales promotion?
2 Is a level of 75 per cent comprehension realistic among those who become aware of an ad? Why or why not?
3. Do you think such promotions are likely to influence the quality image of the retail store? Explain.
