Marketing Management

End Semester Exam

1. Hindustan Motors’ popular product, the Ambassador, is showing signs of a product in decline stage.
Sales have declined to 2000 units and production costs have increased. What are the possible ways
to eliminate the product if Hindustan Motors so desires?
2. Bajaj the leader in the scooter market has launched a 4 stroke scooter, Legend. (Manual model costs
Rs. 34,000 while the one with the electric starter Rs. 36,000). The proposition of Legend is that it
has an aluminum engine (150cc) which ensures longer life and fuel efficiency of 62 kmpl. The
objective of the brand’s positioning may be to create a positioning of “power, economy and
durability”. The brand also has enhanced aesthetic looks when compared to the other models of the
company. Explain the “new” concept of Legend in terms of the dimensions associated with concept
development and testing?
3. Develop a Positioning Statement for the marketing situations like, Nike is launching a shoe with
temperature adjustments based on climates which is focused on school kids and Paper boat is
planning to sell the butter milk during summer time.
4. Assume you are the newly appointed Marketing Manager in a newly started company which is
decided to open a children’s retail clothing store specializing in upscale children’s fashion for
newborns through 10 years old. You are unsure whether there is enough demand in your area to be
profitable. List out what information you need before making this decision; decide which secondary
sources can provide that information. You are planning to conduct a survey to better estimate
demand for this product and describe the best primary data collection method for your needs.
5. You are joined in ITC as a part of the pricing team. ITC decided to launch the pack of 10 soap papers
in one package which is easy to carry in the pocket during travels and can be used in a customized
way. The head of the team decided to adopt the penetration price since the product was entirely
new to the market. You expressed skimming pricing will be suitable for the product. Your team
head wanted you to present the reasons why skimming pricing is suitable over-penetration pricing.
What will be the justification for this case?