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Draft AQs 1 Sept 2019 PDF
Draft AQs 1 Sept 2019 PDF
2. How does the buying behavior of the tradesman impact the situation?
3. P & G India
4. Volkswagen
2. Do you agree with VW’s positioning with respect to the other two brands in the VW group’s
portfolio in India – Volkswagen, Skoda, and Audi? How can VW avoid cannibalization?
7. How would you rate VW’s public relations (PR), dealer, and product portfolio strategy?
8. How would you rate VW’s performance? Can VW be among the top three brands by 2018?
5. L’Oreal of Paris
Analysis should cover the following points:
2. The different competitive strategies of the major players with emphasis on L’Oréal
narrow positioning as a treatment moisturizer company.
6. Park Hotel
1. Can The Park Hotels once again change the way people live in hotels?
5. Can The Park Hotels now design their customer experiences to make them more blissful,
scintillating and memorable?
7. TBA
8. Tweeter etc.
1. How is Tweeter positioned in the market before and after their change in marketing strategy (APP
& EDFP)?
2. Describe customer behavior in the Boston area consumer electronics market before Tweeter’s
change in strategy? Do quality/service consumers behave differently than price-biter consumers?
3. Is Tweeter trying to change those behaviors with APP and EDFP? If so, how?
4. How is Tweeter trying to make money in the consumer electronics market? Circuit City?
5. Is APP an effective strategy for Tweeter? EDFP? Are there alternative strategies that will work
better to achieve Tweeter’s goals?
9.
10. Virgin Mobile
B. The case lays out three pricing options. Which option would you choose
and why?
A. How confident are you that the plan you have designed will be profitable?
A. The cellular industry is notorious for high customer dissatisfaction. Despite the existence of
service contracts, the big carriers churn roughly 24% of their customers each year.
B. Clearly, there is very little loyalty in this market. What is the source of all of this
dissatisfaction?
C. How have the various pricing variables (contracts, pricing buckets, hidden fees, off-peak hours,
etc.) affected the consumer experience?
D. Why haven’t the big carriers responded more aggressively to customer dissatisfaction?
A. What do you think of Virgin Mobile’s value proposition (the VirginXtras, etc.)?
C. Why have the major carriers been slow to target this segment?
11.
2. In what geographic areas and market segments should ODI focus its efforts?
8. Tweeter etc.
1. How is Tweeter positioned in the market before and after their change in marketing strategy (APP
& EDFP)?
2. Describe customer behavior in the Boston area consumer electronics market before Tweeter’s
change in strategy? Do
quality/service consumers behave differently than price-biter consumers?
3. Is Tweeter trying to change those behaviors with APP and EDFP? If so, how?
4. How is Tweeter trying to make money in the consumer electronics market? Circuit City?
5. Is APP an effective strategy for Tweeter? EDFP? Are there alternative strategies that will work
better to achieve Tweeter’s goals?
9. Virgin Mobile
B. The case lays out three pricing options. Which option would you choose
and why?
A. How confident are you that the plan you have designed will be profitable?
A. The cellular industry is notorious for high customer dissatisfaction. Despite the existence of
service contracts, the big carriers churn roughly 24% of their customers each year.
B. Clearly, there is very little loyalty in this market. What is the source of all of this
dissatisfaction?
A. How have the various pricing variables (contracts, pricing buckets, hidden fees, off-peak
hours, etc.) affected the consumer experience?
B. Why haven’t the big carriers responded more aggressively to customer dissatisfaction?
A. What do you think of Virgin Mobile’s value proposition (the VirginXtras, etc.)?
C. Why have the major carriers been slow to target this segment?
10. Atlantic Computers: A Bundle of Pricing Options
1. What price should Jowers charge DayTraderJournal.com for the Atlantic Bundle (i.e., Tronn
servers+PESA software tool)?
2. Think broadly about the top-line revenue implications from each of the four alternative pricing
strategies. Approximately how much money over the next three years will be “left on the table” if
the firm were to give away the software tool away for free (i.e., status quo pricing) versus utilizing
one of the other pricing approaches?
b) What can Jowers recommend to get Cadena’s hardware-oriented sales force to understand and
sell the value of the PESA software effectively?
5. How are customers in your target market likely to react to your recommended pricing strategy?
What response can be provided to overcome any objections?
6. How is Ontario Zink’s senior management team likely to react to the Atlantic Bundle?
1. Dr. Venkataswamy has a vision to cure blindness in India. If the Aravind marketing “formula”
could be applied to all hospitals in India, could blindness be cured in a single decade?
2. What is the Aravind marketing “formula?” That is, what does Aravind do with respect to the 4Ps
and the 5Cs?
3. Has the formula been transferred successfully to Theni, Tirunelveli, and/or Coimbatore?
4. What actions would you recommend to Dr. Venkataswamy for the next five years?
3. What does Medco bring to Merck? What are the advantages and disadvantages?
1. What solution would you favor for the recruitment of new members? Should
Tolmie pick the “network solution,” or should he build a proprietary
membership list, or should he do both?
2. What does YM bring to its members? How would you maintain/enhance that value?
3. What does YM bring to its clients? What do you think of YM’s pricing policy?
15. Saffola
1. Provide a detailed analysis of the Saffola brand using Kapferer’s brand identity prism.
2. Evaluate the three campaigns from the perspectives of segmentation, targeting, and positioning.
3. What was the role of the IMC in the ‘'Sehat Se Jeena Hai'’ and “Kal Se” campaigns?
16. Bosch
5. Out of all the stakeholders, which one was the most important for communicating change in CI?
How did Bosch communicate with employees?
6. Critically analyze Bosch’s strategy for the corporate campaign (opinion leaders, OEMs, Media,
etc.).
7. How would you analyze the media strategy for the corporate campaign?
15. To what extent has brand migration campaign been successful? Should Bosch continue to use MICO’s name?
17. Seibel
The assignment for class members is to read Part 1, pausing at each of the questions inserted in
the text to form an opinion, then reading on.