SRI BALAJI UNIVERSITY, PUNE

MBA – SECOND SEMESTER TERM END EXAMINATION

BATCH: 2021 – 2023
MARKETING ANALYTICS
Time: 3 Hrs
Date:23-04-2022 Marks: 100

Instructions to the Students:

v  Kindly answer all questions/case studies in the question paper.
v  All Questions/case studies carry Equal Marks
v  The cover page of the Answer sheets must be in the below format.
ü  Roll no-
ü  Name of institute-
ü  Batch-
ü  Specialization-
ü  Semester-
ü  Subject Name -
ü  Submitted by-
ü  Submitted on date-
ü  Total no of pages written-
v  Students must remain online with their camera on and voice on unmute mode through out the examination.
v  The time mentioned above is for answering the questions only, an additional
45 min has been allocated for submission of answer sheet in to the MS Teams
App folder.
v  The Student Managers are required to name their PDF File which would read as
< Roll No _ Name of the Student_Name of the Subject of Examination >
v  All questions are mentioned in the excel sheet (EXCEL SHEET TO BE UPLOADED ON THE MS Teams App)
v  Use excel solver and specified engine wherever necessary
v  Workings have to be stated clearly in the solution
v  Round off answers wherever applicable unless specified (i.e. one decimal point etc)
v  Neat presentation of data in excel will also carry weight. Solve the problem next to the question and place the gra
v  Highlight your answer with Yellow Colour and mention ANSWER next to it
v  INSERT a text / note pad to write your ANSWER, wherever applicable
out the examination.

ON THE MS Teams App)

e question and place the graphs (wherever applicable next to the solution)
Q.1
1) What is Brand and Market penetration? How can they be used in Outlet In Area
sales analytics? (5 Marks) 1
2
3
2) A F&B company caters to various kinds of eating joints in an 4
area.(Given in Index)
5
The description of the type of Restaurant , its total sales & 6
company's sales, where it is present, is mentioned in the adjoining 7
table. 8
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You are requested to calculate : 10
11
a) The Numeric Reach of the brand
b) The Weighted Numeric reach of the Brand 12
c) Brand Penetration of the company sales by type of restaurant 13
d) Market Penetration by type of restaurant 14
e) Penetration Share of the company sales by type of restaurant 15
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NEATLY label your answer and highlight it by "Yellow" Cell fill
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Offer your comments on the data analysed (15 Marks) 19
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Type of Restaurant Sales '000s of the Outlet Company Sales in the outlet '000s
Five Star 1000
Social 1250 28
Club 161
Club 355 27
Fine Dining 233
Five Star 159
Fine Dining 230 46
Club 453 30
Five Star 174
Social 5120
Club 463
Five Star 622
Fine Dining 433 56
Social 6500
Social 170 69
Social 109
Five Star 200
Five Star 9000
Social 8500
Fine Dining 7600 2500
Five Star 491
Fine Dining 311
Club 485 32
Social 8500
Club 339 60
Social 8500
Club 199
Five Star 187
Fine Dining 8500
Social 212
Five Star 149
Social 429
Social 145
Social 354
Social 424
Fine Dining 490
Club 391
Five Star 7500 250
Club 7500 350
Club 230
Fine Dining 425
Club 233
Club 657
Five Star 127
Five Star 333
Fine Dining 665
Social 374
Fine Dining 607 53
Social 423 36
Club 457 60
Club 412 30
Five Star 237 55
Five Star 395 45
Five Star 619 62
Fine Dining 700 50
Five Star 113 53
Social 153 71
Five Star 388 31
Club 339 40
Club 173
Social 215
Club 111
Fine Dining 609
Social 229
Social 143
Club 664
Social 195
Five Star 156
Social 418
Fine Dining 535
Five Star 135
Club 194
Fine Dining 569
Five Star 399
Social 593
Social 534
Fine Dining 518
Club 202 25
Fine Dining 648 29
Club 231 52
Club 227
Club 518 34
Five Star 224
Social 210
Social 349 26
Fine Dining 533 27
Five Star 607 57
Fine Dining 541 64
Five Star 385 63
Five Star 437 53
Club 542
Club 573 57
Five Star 189
Social 491 70
Five Star 338 32
Five Star 691 29
Five Star 593 29
Fine Dining 172 54
Fine Dining 199
Club 242 71
Social 171
Fine Dining 627
Club 143
Fine Dining 396 72
Club 230
Fine Dining 611
Social 595 54
Five Star 634
Fine Dining 470 51
Club 409 32
Five Star 150 32
Fine Dining 330 61
Club 690 51
Club 155
Club 164 41
Five Star 630 64
Club 524 63
Club 125 26
Social 143 54
Fine Dining 182 37
Five Star 672
Fine Dining 567
Five Star 507 66
Club 318
Club 349 32
Social 617 52
Club 512
Social 657 34
Five Star 169
Club 207 63
Social 100 73
Five Star 446 56
Social 456
Fine Dining 413
Fine Dining 416 71
Fine Dining 205 32
Social 400 75
Club 136
Fine Dining 629 50
Club 123
Club 393 29
Five Star 651 66
Club 641 34
Fine Dining 574
Social 245 34
Social 462 27
Fine Dining 558 29
Fine Dining 617 72
Fine Dining 173 40
Fine Dining 695 65
Club 524
Club 660
Social 402
Social 245
Fine Dining 144
Social 434
Social 147 72
Fine Dining 247
Club 464
Five Star 114
Fine Dining 565
Fine Dining 243
Club 527
Club 560 50
Five Star 552
Fine Dining 195
Club 187
Fine Dining 319
Five Star 554
Fine Dining 462 47
Fine Dining 396
Club 228 75
Social 364 41
Social 655
Social 565 62
Five Star 678
Fine Dining 300
Social 364
Club 245
Social 675
Five Star 453
Social 363
Social 141 58
Five Star 478 59
Club 245 30
Social 389 45
Fine Dining 675 69
Club 352 55
Fine Dining 331 63
Social 453
Five Star 693
Fine Dining 637 55
Five Star 660
Social 498 39
Club 149 75
Five Star 681
Five Star 452
Five Star 481
Social 681 54
Fine Dining 360
Social 645 36
Fine Dining 227 34
Club 377
Five Star 233 75
Social 517 37
Club 631 25
Fine Dining 320
Fine Dining 620
Social 139
Five Star 187 70
Five Star 511
Social 308
Club 181
Club 122 28
Five Star 139 30
Social 187
Social 368
Fine Dining 210 58
Five Star 115
Fine Dining 411 54
Club 557
Social 435
Fine Dining 490
Social 458
Fine Dining 522 65
Club 196 55
Club 205
Fine Dining 342
Club 521 48
Five Star 504
Fine Dining 328
Fine Dining 671
Fine Dining 378
Social 143 44
Club 231 33
Five Star 219
Social 457
Social 658
Fine Dining 137 69
Social 322
Social 101 38
Social 225
Five Star 517
Fine Dining 208
Club 588
Club 242
Fine Dining 194
Social 211
Fine Dining 204
Fine Dining 317 56
Social 627
Social 168
Five Star 402
Fine Dining 188 40
Fine Dining 228 53
Club 185
Club 570
Index Type
1 Club
2 Social
3 Fine Dining
4 Five Star
(20 Marks)
Q.2

What is a two way lift? How does it help in retailing products? (5 Marks)

A retail mart has presented you the data below.

The mart wants you to prepare a Two-LIFT table on the basis of the data

Which are the TOP three LIFT items in the list? Highlight the answer (15 Marks)

vegetables
day_week

baby

meat
dvds
milk
fruit
transaction #
1 5 1 0 0 1 0 1
2 4 1 1 1 1 0 0
3 5 1 0 0 0 0 1
4 5 1 0 1 0 0 1
5 7 1 1 1 1 0 1
6 2 1 0 1 0 0 1
7 3 0 0 1 1 1 1
8 3 1 0 1 1 1 1
9 6 1 1 1 1 0 1
10 6 1 1 1 1 0 1
Q.3
Retailer Sq. Ft Sales $'000 Days Of Outstanding Sales Of Rival Brand
1 270 305 6 210
2 290 133 6 320
3 280 121 11 310
4 240 155 6 370
5 230 227 4 290
6 230 211 16 390
7 270 207 6 240
8 220 251 17 500
9 230 264 4 480
10 330 355 12 270
11 330 365 6 390
12 500 538 15 410
13 560 603 6 200
14 420 457 19 250
15 590 618 5 480
16 240 295 13 240
17 200 229 5 410
18 340 380 14 185
19 250 167 4 297
20 270 177 3 353
21 200 290 12 216
22 340 199 6 493
23 340 208 10 234
24 250 265 2 499
25 340 132 17 301
26 300 250 19 428
27 300 339 17 351
28 470 296 11 332
29 540 350 16 417
30 580 267 12 186
31 380 226 16 121
32 310 319 2 421
33 550 349 18 135
34 220 342 4 332
35 130 271 14 317
36 210 227 15 161
37 230 289 15 150
38 230 281 17 163
39 170 522 13 315
40 140 443 17 141
41 160 486 14 375
42 140 477 18 246
43 277 428 7 342
44 250 423 14 266
45 391 550 13 342
46 367 549 8 354
47 438 432 18 439
48 403 502 7 326
49 369 489 2 302
50 451 488 12 321
51 325 513 19 175
Distance From Nearest City (Kms) Cash Sales % to total sales
35 60%
19 32% 1) What is clustering? Descr
marks)
19 9%
8 89% 2) A company has collected
25 54%
4 41% The company wishes to grou
9 25% multiple sales schemes
10 49%
4 6% The company has decided to
11 79%
Task
7 11%
6 88% 1) Use centroid clustering te
12 45% Marks)
15 72%
3 42% Use Evolutionary Solver
5 14%
13 65%
8 13%
11 9%
11 51%
8 44%
3 49%
22 45%
27 86%
13 28%
18 53%
10 10%
5 48%
33 20%
32 91%
35 47%
8 23%
31 71%
13 83%
8 73%
33 88%
32 55%
12 16%
5 63%
21 25%
16 45%
29 49%
5 65%
7 87%
23 69%
24 38%
33 59%
20 66%
26 28%
9 37%
12 55%
 (20 Marks)

What is clustering? Describe any three types of clustering techniques (5

rks)

A company has collected data of certain parameters for their retailers.

e company wishes to group them into clusters where the company can create
ltiple sales schemes

e company has decided to cluster the retailers in 4 groups.

sk

Use centroid clustering technique to help the company segregate the retailers (15
rks)

e Evolutionary Solver
Q.4: (a) Calculate the mean, median and mode of the temperature for the month of march and April 2022 from

Temperature (April, 2022) Temperature (March, 2022)

34.00 23.00
10.00 22.00
30.00 26.00
34.00 19.00
32.00 26.00
25.00 19.00
24.00 17.00
34.00 20.00
34.00 24.00
33.00 24.00
34.00 24.00
29.00 21.00
26.00 23.00
28.00 27.00
24.00 23.00
31.00 26.00
27.00 28.00
24.00 15.00
21.00 23.00
28.00 24.00
20.00 20.00
of march and April 2022 from the following data. (10 Marks)
Q.4. (b) Kindly Draw the Histogram, Data cubes and whale curve from the following data.

Customer Profit
Customer 16 9021
Customer 12 8600
Customer 18 8200
Customer 9 7700
Customer 2 5300
Customer 8 1700
Customer 1 1500
Customer 13 1400
Customer 20 1300
Customer 4 900
Customer 15 300
Customer 14 400
Customer 6 200
Customer 17 70
Customer 11 50
Customer 19 10
Customer 5 -700
Customer 10 -2300
Customer 7 -3100
Customer 3 -5400
wing data. (10 Marks)
Q.5

A retail brand is rapidly expanding its outlets and Sales. The sales data
and other other variables for the company are mentioned in the
adjoining table. Period
Outlets
TASK Jan 5
Feb 9
The company is planning the following activites in the month of Jun and Mar 10
Jul of the next period Apr 12
May 16
June : Outlets will be 31, Discounts 11%, Promotion 42 and with TIE Jun 19
UPS with Local companies. Public holidays are to 9 in the period Jul 25
Aug 25
July : Outlets will remain 31, Discounts 10%, Promotion 45 and with No
TIE UPS with Local companies. Public holidays are to 9 in the period Sep 26
Oct 26
Estimate the sales in the two months given the above Nov 26
Dec 27
(USE LINEAR REGRESSSION technique to derive the value of the Jan 27
constants) Feb 27
(20 marks) Mar 27
Apr 28
May 30
 (20 Marks)
Public
Holidays
Tie-ups with local in the
Discounts Promotion finance companies month Sales
10.0% 2 NO 11 27
10.1% 5 NO 11 71
10.1% 8 YES 9 112
10.1% 10 YES 8 141
10.1% 12 YES 9 160
10.2% 15 NO 9 178
10.3% 17 NO 9 201
10.3% 20 NO 12 214
10.6% 21 YES 10 224
10.1% 24 NO 9 254
10.6% 26 YES 10 225
10.1% 29 YES 12 275
10.1% 31 YES 8 349
10.6% 33 YES 10 363
10.7% 36 NO 10 381
10.8% 38 YES 8 423
10.0% 39 YES 9 450
(20 Marks)