Course Code: MKT201 Course Title: Essentials of Marketing

Course Instructor: Dr. Vishal Soodan Section: Q1910

Academic Task No.: 03 Academic Task Title: Essentials of
Marketing
Date of submission: 3 rd November, 2020

Student’s Roll No: A19 Student’s Reg.11907318 Student Name: Anjali Bharti
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by students as specified at the time of assigning the task by the instructor.
Declaration:
I declare that this Assignment is my individual work. I have not copied it from any other
student’s work or from any other source except where due acknowledgement is made
explicitly in the text, nor has any part been written for me by any other person.
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Q1: “Big Boss Season 14” provided big opportunities to various companies for promoting their
brands. Enlist various sponsors of this event and elaborate different promotional techniques used
by them during the event.

There are 15 sponsors for Big Boss season 14. MPL remains the presenting sponsor and
Apart from MPL and Dabur, the channel has signed Lotus Herbals as beauty partner, multiple
associate sponsors including Chings, Garnier men acnofight face wash, ViccoNarayani,
Greenlam laminates, Mamaearth Hair Oil, Somany Tiles, MDH Masale, Fogg Deodorant, Philips
Hair Straightener, Urban Company and Honda City.

During the show, the brands will gain prominence and visibility through ad spots, task
integrations, caller of the week segment, special zones, and other peripheral branding
opportunities.

Pavithra KR, senior vice president, sales, Colors, Viacom18, said, “We are delighted to have 15
brands as sponsors representing varied categories before we go on air. Big Boss is not only a
huge hit with viewers but also with advertisers thanks to its immense reach and the traction
across consumer segments. It is one of the most sought-after marketing arenas for advertisers to
launch their products or properties. This year as well you will see us unveil exciting and
seamless engagements for most of our brands, so they get maximum benefits out of the
associations.”

The Big Boss house this season will have various interesting elements sort of a spa area, store,
and theatre which will give further opportunity to the brands to support their visibility and
influence consumers. The contestant will use and promote the product during the shows telecast.
The show is ready to turn the flow and be solution to the current year by restoringnormality and
introducing andiverse mixture of contestants to present a extent of entertainment.

Q2. Samsung wishes to launch its flat screen television in rural markets in Punjab, Haryana,
Maharashtra and Gujarat. Identify the target customer groups in the rural areas of these states and
also their location. Evolve a marketing strategy for Samsung which will help the company to
gain 30% penetration in these markets in the first year of its launch?

Samsung wishes to launch its flat screen television in rural markets in panjab, hariana,
maharashtra gujrat. Identify the targeted customer groups in the rural areas of these states and
also their location, evolve a marketing strategy for samsung that helps the company to get 30%
penetration in the market in these market in the first year of its launch. Search regarding this
question and send me reference please. Television for children and housewives would be
attractive and a source of entertainment for them.
Marketing strategy for Samsung which will help the company to gain 30% penetration can be
‘Pricing Strategy Tactics’
If company has a brand new product or service which it wants to push inside a new market there
are some very interesting pricing strategies which can help to grab customers attention
immediately. 
If company knows that it is inside an rural market in which customers buy primarily based on
the cost of a product, company must have some unique pricing strategy tactics at your disposal.
Drop prices significantly below your competitors for a limited time
Offer deep discounts for repeat purchases 
Create a coupon system for you customers
Volume based pricing for larger purchases
Offer rewards and points
Give away products in exchange for customer referrals
These pricing strategies have the ability to help gain immediate market share for a product or
service. 
They also allow to get business noticed by people who have never heard about the company.
Before company applies these pricing strategies inside business, it’s important you carefully
analyze all pricing components used by your competitors. 
Pricing Strategy
In rural India, financing at zero interest can persuade customers to purchase consumer durables
like television, washing machine etc. and increase the sales.
Increasing the term of payment of loan − Banks which grant loans to rural consumers for the
purchase of expensive consumer durables can increase the time period for repayment of loan.
Because consumers often worry less about the interest rate of a loan and more about whether
they can afford the monthly payment or not.
Financing at low interest − This strategy applied by marketers in urban area is also suitable for
the rural counterparts. By this consumer’s will buy high priced consumer durables under finance
schemes and make the payment usually on monthly basis as ‘EMI’. In this pricing strategy
instead of reducing the price of product, companies charge lesser or zero interest.
Positioning of the product − Positioning creates favorable image in consumers’ minds regarding
the products and services. Even in case where the prices of products are kept high by the
marketers, positioning the product as value for money and relating the high price with the quality
of product that can justify the price of the product and also can push-up for sale.
Flow of income and consumption basket pricing − A farmer has a good amount of money after
harvesting of crops and also goes for the purchase of consumer durables after harvesting. Pricing
is thus, determined not only by the level of income of the target consumers but also by the
surplus income that a consumer has.
Psychological pricing — a common pricing strategy − In this pricing strategy, marketers can
play the trick with consumer’s psychology by pricing the product for Rs.99 or Rs.199 or Rs.999
and so on. In rural India, this pricing strategy is still being practised as people there are still not
much aware about the tricks that works behind this kind of pricing.

Q.3 Assume that you have been appointed as Manager for a Multinational Firm entering Indian
markets with its brand of “Packaged Salted Waters”. Design an ‘IMC Programme’ for this firm
in the capacity of Marketing Manager Justify your answer appropriately.
approach to aligning their marketing and communication objectives with their business or
institutional goals. IMC is an ongoing process, not just a one-off campaign. That process
includes strategic planning, measurement, and refinement of communications.
1. The goal of IMC is to accelerate returns. This most often means growing revenue faster.
2. IMC is customer-centric. Marketing is no longer about pushing out messages and hoping
people will listen. We must understand and develop empathy for the people we are trying to
reach — and put them at the core of our efforts.
3. IMC is about aligning objectives with goals.
Steps in developing an IMC plan for the multinationl company selling “packaged salted water for
customers”:

1- identifying the target customers: The idea of introducing flavored water in the market
emerged from the India’s urban residents are becoming increasingly health conscious.
Urban consumers are increasingly on the hunt for substitute for carbonated drink creating new
market opportunities for an array of suppliers.
The current flavored water market is highly unorganized with major manufactures being in-
house chefs and roadside vendor. They supply to local hotels, sweet shops and are now slowly
moving into supplying to organized retailers
2- Develop a situation analysis:
Commonly referred to as a SWOT Analysis, this is basically a structured method of evaluating
the internal strengths and weaknesses, and external opportunities and threats that can impact your
brand. A situation analysis can provide much insight into both internal and external conditions
that can lead to a more effective marketing communications strategy.
A. strenghts: huge customer base: terms of the socio-economic factors, Indian lifestyle is
undergoing a massive socioeconomic change, which is also being reflected in food habits. People
want value for time, money in terms of quality and variety. The scenario in India is alarming
with respect to increasing cases of obesity. According to a research conducted by NHFS
(National Health and Family Survey), obesity has already affected 12.1 percent males and 16
percent females of the country¡¯s total population, and the percentage is growing rapidly.. The
need to shift to healthy drinks from high-sugar containing beverages that can be achieved
through consuming flavored water is really important to control obesity.
B. Lower cost of production.
C. Improper ground water laws
A. Weaknesses:
1- Health risk
2- Low brand loyality
B. Opportunities:
1- low per middle calss
2- rising per capita comsumtion
3- surging tourism
4- surging in despsable income

C. threaths:
1- invironmentl hazard
2- substitutes
3- competation
3- determining marketing cummunication objectives:
the IMC objectives for our packaged salt water firm are:
I. to establish stable cummunications between firm and customers.
II. creating brand awareness
III. generating product interest
IV. increasing the desire for products and prompting action in the form of a sale.
4- Determining budjet: the overall badject for the company should be 500,000 $
5- Determining strategies and tactics: word of mouth strategy is the desired strategy which
we are going to focus on, in case imc is a process of transfering messages to the customers, word
of mouth strategy is the usefull strategy in this process. Also another strategy that we are going
to use in promoting process of the company is public relation.
6- Evaluation and measurement: after determining objectives, estimating badjet and
determing strategies, these process should be evaluated and mesured so as to become insure they
are going on in a right way to achieve organization goals and objective.