MARKETING MANAGEMENT

ANSWER 1
 INTRODUCTION
The talk of the town Ola Electric Scooter. Ola Electric Scooter has come up with an
exciting offer in order to take the two-wheeler home. Ola has announced that the
Electric Scooter can be reserved by paying just Rs 499. Reserving an Ola Scooter
by paying Rs 499 means that you will be first in line to purchase it when we
announce deliveries. You can cancel and get a refund anytime. To reserve your Ola
Scooter, simply click here. You'll have to login via your phone number, using an OTP
validation. Post signing in, you can reserve your Ola Scooter by paying Rs 499 using
net banking, credit/debit cards, UPI, e-wallets or through Ola Money.

 CONCEPT
Marketing strategists are familiar with
the STP model. It is one of the most
widely used marketing models, and lots
of marketing executives reward it for its
ability to streamline and expedite
communications. That specializes in
commercial efficacy through
segmentation and product positioning;
STP marketing builds a company's
advertising mix around these most
treasured segments. There are
increasingly more possibilities for
segmenting and focus as Martech
advances.
They need to take a step back and make sure they are making the most of It.Ola
Electric is the new product-based offering by Ola, where they are launching electric
scooters for customers. Ola is offering a pre-booking for these scooters at Rs. 499.
Ola is on a mission to transform the future of mobility with its electric scooters.
It is well segmented based on the price and refund policy. It is quite flexible to assist
customers who find it hard to wait for delivery time.
The target market for e-scooters and portable e-bikes is commuters looking for a
way to speed their last mile to home or work. Students on college campuses are
another big market. The payment of *499 is appropriate for the target market for their
planning. They can easily afford it. The office employees are also a big market for
Ola. Where it will help in daily commute. The target market for e-scooters and
portable e-bikes is national as well as international markets.

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 Anup Jain, managing partner at Orios Venture
Partners, the company which has invested in a
battery-as-a-service EV startup, says, "India has
never seen fuel prices at Rs. 100 until now. It has
sounded the death knell for fossil fuel-driven
personal vehicles where consumers are extremely
price-sensitive. Most two-wheeler brands have run
marketing campaigns over the last 50 years based
on fuel efficiency alone. Thus, Ola's entry, and
electric bikes, will push consumers to replace and
buy new two-wheelers. The pre-booking rush itself
is a clear indication."

 CONCLUSION
Ola's new bikes have helped the industry. Other factors such as fuel prices continue
to rise and the shift to personal mobility over public transit due to the pandemic also
contributed, despite plans for sales, service and distribution networks. has not yet
been disclosed by the company given the size of India's two-wheeler market, the
world's largest market for conventional bicycles and scooters, accounting for four-
fifths of vehicle sales in India, a successful foray by Ola into the segment. Electric
two-wheelers could be a game changer for the country.

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ANSWER 2
 INTRODUCTION
Shortly a year after its ban in India, the popular short video app Tik Tok could re-
enter the country as TickTock, as per a
new trademark application filed by
ByteDance. Tipster Mukul Sharma on
Twitter noted that TikTok's parent
company ByteDance has filed a
trademark for TickTock with the
Controller General of Patents, Designs
and TradeMarks earlier. The trademark
application has been filed on July 6 as
per the post and the description of the service reads, "hosting multimedia
entertainment content, hosting of multimedia and interactive applications."

 CONCEPT
After PUBG Mobile reentered the Indian market in the form of Battlegrounds Mobile
India, ByteDance may be attempting something similar with TikTok. ByteDance has
applied for a new trademark having 'TickTock' as the wordmark with the Ministry of
Commerce & Industry. The company has officially applied for the trademark on July
6, 2021 and the same is publicly visible on the website of Controller General of
Patents, Designs and Trade Marks/. Both PUBG Mobile and Tik Tok were among the
popular apps that were banned by the Indian government last year. Both PUBG
Mobile and TikTok were among the popular apps that were banned by the Indian
government last year.

In February 2021, Bloomberg News had

reported that ByteDance was exploring the
sale of the India operations of Tik Tok to
rival unicorn Glance. The discussions,
initiated by Japan's SoftBank Group Corp,
are private, early and complex, the report
said, citing people familiar with the matter

Glance's parent, mobile advertising technology firm InMobi, also owns short-video
app Roposo that has gained in popularity arter TikTok was banned by the Indian
government in July last year.
As per a report by Reuters from January 2021, ByteDance had reduced its 2,000-
plus India team and said in a company memo that it's unsure of resuming operations
in India. The application was first reported by tipster Mukul Sharma on Twitter. The
trademark application has been filed under the Class 42 of the Fourth Schedule to

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Trade Mark Rules, 2002 meant for "scientific and technological services and
research and design relating thereto; industrial analysis and research services;
design and development of computer hardware and software."

Parent company ByteDance hasn't revealed any details on the relaunch of TikTok as
of yet. Several reports and rumors circulating on the internet suggest that the
company is in early talks with the government of India. ByteDance recently also
assured to work to comply with the new IT rules.

 CONCLUSION
TikTok was one of the most popular social media apps in India before the ban. The
short video platform was banned in the country last year along with several other
Chinese apps under Section 69A of the Computer Law. Since the ban, the company
has explored various opportunities to bring the short video platform back to the
country. Currently, there is no official word from the company regarding the relaunch
of Tik Tok in India. On the other hand, with the TikTok ban, many tech companies
like Instagram, Youtube, and Snapchat have released their own short video
platforms in the form of Reels, Shorts, and Spotlight. Note that it is too early to guess
when TikTok will return to India, as the trademark application is just the beginning
and the Department has not yet registered the trademark "TickTock". The status of
the trademark application appears as "Marked for review" on the website. We can be
sure that Tik Tok and TickTock will be the same as the service description found on
the rather familiar Comptroller General of Patents, Designs and Trademarks website.

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Answer 3 (a)

Britannia Marie Gold is a popular and loved brand that stands for Tea Time Vitality.
In order to enhance sales, the brand management team can find a solution with:

Line Extension
Line extension is when the parent brand is used to brand a new product that targets
a new market segment within a product category currently served by the parent
brand. A line extension often involves a different flavor or ingredient variety, a
different form or size, or a different application for the brand. As firms market one or
more new products in an established market and well-known brand name as a multi-
product branding strategy. The objective is to take advantage of the accepted and
recognized brand name of the original brand and satisfy different customer needs
and market segments. Britannia Marie gold can leverage its brand by creating the
following line extensions
a) Flavors:
Britannia Marie is an age-old recognized brand. Most of the consumers say 9 out
of 10 have at least tasted it once. The strategy should be to capitalize on the brand's
recall and introduce new flavors such as Orange Vanilla or Chocolate. It is easy to
make consumers try these new variants as the Britannia Marie Gold brand has
strong recognition. b) Special Ingredient: Britannia Marie Gold stands for Tea Time
biscuit and is perceived as a low-calorie biscuit. A sugar-free variety can be
introduced for the niche segment of consumers. c) Packaging: Small packaging
worth Rs 3/- can be introduced as a lot of consumers have 3 to 4 Britannia Marie
biscuits as a Tea Time snack. Dieticians often recommend 3 to 4 Britannia Marie
biscuits as an evening snack. This small pack will be a boon to consumers who are
on the move.

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ANSWER 3 (b)

Promotion mix for Britannia Marie Gold

Its portfolio of brands includes Tiger, Good Day, Marie Gold, and 50:50. It became
the first company in the East to use imported gas ovens, and as a business,
flourished and began to acquire its reputation for quality and value. Their main
products include bread, biscuits, cakes, rusk, and dairy products. They have
continued to release a steady flow of products over the years, for example, fruit
bread, or the dairy product Half/Half. 90% of their revenue, however, comes from
biscuit manufacturing.

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