Name: Sanketh U K

PGDM No:19106
Date: 22-06-2020
Online:

Product: Lenovo 300 wireless compact Mouse

1. 6 months ago: My wireless mouse stopped working

2. Same day: went to my nearest computer service centre to ask for new mouse but it was too
expensive
3. Same day: went to computer lab of our college SDMIMD to ask which wireless mouse would be
better
4. next day: in operation management class I was having difficulty to operate my laptop mouse
5. same day: I also found it very difficult to play games on my laptop and then I decided to buy the
mouse online.
6. Next couple of hours: I searched for different types of wireless mouse and checked gaming mouse.
7. around 8 PM: called my father to let him know I am using his credit card.
8. within 9 PM: order done successfully, and the estimated time was given after 3 days.
9. after one day: I got the order one day prior the estimated day and time.
10. Same day: The packaging was done well, and I was satisfied with the service of amazon
11. Same day: Used it and it was working well and warranty was given for 6 months.

Offline:

Product: electrical Guitar

1. 6 month ago: Thought of buying new electric guitar

2. Same day: called my sir to know which the good brands are to go for
3. Same day: Checked all the brand in amazon and felt prize was affordable
4. Next week: In Guitar class I asked my classmate about purchasing guitar online. But he denied
me to not purchase as the quality was low
5. Same day: We decided to go to buy guitars from shops in Mysore.
6. Same day: Saw a couple of guitars but it seems a little costly.
7. Next day: had a discussion with the family.
8. One week later: Went to one of the shops called “Decibells” and purchased Fender guitar costing
at Rs 18,000
9. The service was good, and it was safe as well.

Evaluation and comments below:

Parameter Max Score Remarks
Comprehension of Task 3 2.50 Some interesting detail.
Level of detailing 5 4.00
Easy to visualise scenario. Wished you had pinpointed
Presentation 2 1.75 some more parameters/attributes in the search process.
It would have allowed you to take a view on the barriers.
Total 10 8.25
Now, think about this:
Which are the ‘pain-points’ that a marketer can logically
address? And How? Where was the brand transition
point? What ‘risks’ were you actually addressing? Do
you think there are large numbers of people like you
(your profile, thinking, lifestyle)?

Something that I mentioned earlier - Is there a category

issue or a brand issue in the two cases?

Lastly - what do you notice as the common factors

between online and offline; and what has changed?

If you look back into what you have presented - you will
clearly be able to pin-point category barriers, brand
barriers, risk reduction facilitators etc - and in a way this
will lead to prioritise the thrust of your communication.