FACULTY OF BUSINESS, FINANCE &

INFORMATION TECHNOLOGY

TAKE HOME ASSIGNMENT

SUBJECT TITLE : MARKETING MANAGEMENT

SUBJECT CODE : MBA 6033
PROGRAMME(S) : MASTER OF BUSINESS ADMINISTRATION
DURATION : 2 WEEKS.

INSTRUCTIONS:
1. This question paper contains 2 case studies with four questions.
2. This is an open book examination.
3. Answers are to be written send me on or before 7th August 2020.
4. Once completed please test the “Turnitin” and the similarity will be less than 30%.
5. If the similarity more than 30 you will consider fail this subject.

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THIS EXAMINATION SCRIPT CONTAINS 3 PAGES EXCLUDING THE FRONT COVER
 MBA 6033 MARKETING MANAGEMENT

INSTRUCTION:

Answer ALL the questions

(100 Marks)

Case 1
INTEL
Intel makes the microprocessors that are found in 80 percent of the world’s personal
computers.in the early days, Intel microprocessors were known simply by their engineerings
numbers, such as “80386” or “80486”. Intel positioned its chips as ghe most advanced. The
trouble was, as Intel soon learned, numbers can’t be trademarked. Competitors came out with
their own “486” chips, and Intel had no way to distinguish itself from the competition.
Worse, Intel’s products were hidden from consumers, buried deep inside PCs. With a hidden,
untrademarked product, Intel had a hard time convincing consumer to pay more for its high-
performance products.
Intel’s response was a marketing campaign that created history. The company chose a
trademarkable name –Pentium-and launched the “Intel Inside” marketing campaign to build
awareness of the bradn and get its name outside the PC and into the minds of consumers.
Intel used an innovative cooperative scheme to extend the reach of the campaign: it
would help computer makers who used Intel processors to advertise their PCs if the makers
also included the Intel logo in their ads. Intel also gave computer manufacturers a rebate on
Intel processors if they agreed to place an “Intel Inside” sticker on the outside of their PCs
and laptops.
Intel continues its integrated ingredient compaigns to this day. For example, when
launching its Centrino mobile microprocessor platform, Intel began with TV ads that aired in
the U.S. and 11 other countries. These ads include the melody. Print, online, and outdoor
advertising followed shortly thereafter. Intel created eight-page inserts for major newspapers
that urged the wired would to not only “unwire”, but also “UJntangle. Unburden,
Uncompromise, Unstress”.
Intel even held a “One Unwired Day” event that took place in major cities usch as
New Youk, Chicago, SanFrancisco and Seattle. In addition to allowing free trial Wi-Fi
access, the company held festivals in each city that included live music, product
demonstrations and prize giveaways.

Going forward, Intel launched a new brand identity in 2006, supported by a $2 billion
global marketing campaign to reposition it from a brainy microprocessor company to a
“warm and fuzzy company” that offered solutions for cnsumers as well. The company
introduced a new logo with a different font and updated visual look and also created a new
slogan.: “Leap Ahead.” In addition to the new logo and slogan, Intel developed a new
microprocessor platform called Viiv (rhymes with “five”) aimed at home entertainment
enthusiasts.
Over a next few years, Intel created the Classmate PC-a small, kid-friendly, durable
and affordable Intel processor-based computer intended for children in remote regions of the
world. It introduced the Atom processor, then the company’s smallest processor. Smaller than
a grain of rice, the Atom processor tapped on the netbook market. Intel also introduced the
Intel Core 17, and advances microprocessor for video, 3-D gaming, and advanced computer
activities.
To improve its brand awareness, Intel launched its “Sponsors of Tomorrow” ad
campaign. The commercials highlighted Intel’s role in changing the future of technology took
a humorous tone. In one, a middle-aged man wearing his company ID tag struts though the
cafeteria as fellow employees scream, grope and beg for his autograph. The screen reads,

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“Ajay Bhatt, co-inventor of the USB” as the employee winks at a fan. The ad ends with the
line, “Our superheroes aren’t like your superheroes.”
These marketing efforts have helped Intel remain one of the most valuable brands in
the world, earning it eight place in 2012 Interbrand ranking of the Best Global Brands.

Question 1

Discuss how Intel changed ingredient-marketing history. What did it do so well in those
initial marketing campaigns?
(25 marks)

Question 2
Evaluate Intel recent marketing efforts. Did they lose something by dropping the “Intel
Inside” tagline or not?
(25 marks)
Case 2
JIM THOMPSON THAI SILK COMPANY
Started in 1951, the Jim Thompson Thai Silk Company (JTTS) is a leading Asian lifestyle
brand based in Thailand. It sells silk \fabrics, apparel, accessories, and home furnishings. Its
reputable quality and designs with a Thai feel are endorsed by the Thai royalty, one of the
few brands that claim this honor. Today JTTS has over 50 retail stores in Thailand,
Singapore, Malaysia, Dubai, Brunei, and Japan, and a presence in 30 countries.
Jim Thompson, its founder, first came to Thailand at the end of the Second World
War as an officer of the Office of Strategic Services. He liked the country so much that later,
on being discharged from the service, he decided to return to Thailand and make it his home.
He travelled extensively throughout the country and during one such journey, he came across
a fledgling Thai silk cottage industry in the Ban Krua community. Although Thailand has a
strong tradition in handwoven silk making this declined when more affordable machine-
woven fabrics from Japan became available in the early 19 th century. Thompson wanted to
revive this tradition and began the company that has captivated the Thai royalty and
celebrities worldwide. In 1962, in recognition of his contribution to the development of the
Thai silk industry, the Thai government awarded Thompson the Order of the White Elephant,
a royal decoration honoring foreigners deemed to have rendered exceptional service to
Thailand. I 1967, while on holiday with friends in the Cameron Highland in Malaysia,
Thompson set out for a walk in the surrounding jungle but never returned. His body was
never found. Thus began Jim Thompson legend.
More than just the romantic allure of a traditional industry made good by an American
and Thompson’s mysterious disappearance, JTTS stand on its own on two other factors. First,
JTTS offers a unique blend of Thai tradition and heritage with Western contemporary
designs. Its designers create attractive and upmarket designs and colours on Thai silk to used
on a range of products. Second, JTTS elevates what was cottage industry product to a
lifestyle concept. It grew from manufacturing silk fabrics to other products. Its product
portfolio includes, Its product portfolio includes scarves, handbags, and home furniture
accessories. Its home furnishing line includes sofas, armchairs, dining and coffee tables, and
lamps-finished products for the home. It was London-based Thai designer Ou Bahalyodhin,
known for his Asian-influenced clean designs, to craft its furnishing line. The home

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furnishing line contributes almost 30 percent of its total business and 90 percent of its total
exports. JTTS also started a chain of fine-dining restaurants in Bangkok, Malaysia and
Singapore.
Within its handwoven silk line, JTTS has extended customized fabrics. In a
collaboration with Ed Tuttle, a leading American designer, JTTS provides custom-made
fabrics for projects such as the Aman Resorts and Park Hyatt Hotels. The Park Hyatt Paris,
for instance, used 9,000 square meter of furnishing materials alone from JTTS. JTTS’s
furnishing materials also grace luxury hotels such as the Oriental, The Regent, Conrad and
Sukhothai.
Many of JTTS products are made of lustrous Thai silk. Unlike Chinese silk that is
smooth, Thai silk is inconsistent, characterized by knots along its grains. It also comes in
iridescent colors that change depending on the reflection of the light. Given its knotty texture,
Thai silk is not suitable for garments but ideal for home furnishing accessories. Thus, JTTS
sells picture frames, toiletry bags, and purses in Thai silk, garments are sold in other fabrics.
Today, about half of its product come in handwoven silk, and the other half in other
materials.
As JTTS is strongly linked to Thai culture, its appeals to tourists who want to take a
piece of Thai experience back with them. Hence, in Thailand, some 40 percent of its retail
customers are Japanese tourists who buy them as gifts. Even in Malaysia and Singapore
where JTTS has a retail presence, 80 percent of its sales from Japan.

JTTS is cognizant of maintaining high quality for its products. To ensure this, it
establishes close personal ties with the Thai weaving community and gives them a small
stage in the company, it is also vertically integrated in its production to control the quality of
the output.
JTTS relies on below-the-line communication such as fairs and exhibitions to create
awareness of its brand. Its products are showcased at such events. Its retail stores are
designed to provide a homely atmosphere, showcasing a wide range of its products. Mass
communication channels such as advertising are used sparingly. Instead, JTTS maintains a
list of its customers in Thailand and informs them of forthcoming promotions. It relies on
such customers to spread favorable word of mouth regarding its brand.
Another communication tool that JTTS used is the establishment of a museum to
promote the legend behind its founder. The Jim Thompson House in Bangkok is a private
museum open to the public. It houses Thai art and craft as well as the entire product portfolio
of JTTS. It is the second most visited attraction after the Grand Palace.
Question 3
How did JTTS extend its product line? Do you think JTTS has extended too much? Justify
your answer.
(25 marks)
Question 4
Do you think JTTS is differentiated sufficiently from other lifestyle brands. Provide support
and compare with other competitive brand.

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(25 marks)

-END OF QUESTION PAPER-

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