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Title ‘Super Stars’ needs strong marketing plan

Written by Prof. Reena Patel

Students will understand and learn about 4Ps, business models, Segmentation,
Learning Outcomes Targeting and Positioning.

Prof. Patel was perturbed to see a dismal face of Ms. Shweta who used to be an
over- enthusiast, gregarious and scholar student of her class. Shweta, a young
entrepreneur, looks absolutely dejected while sharing his problems with his
professor, who taught him marketing subjects and encouraged him during his
early stage of startup. Prof. Patel was eager to know what went wrong with
Ms. Shweta and hes startup “Super Star”. It was a small startup by Shweta and
her friend Rahul and they started their business in 2019. They were into
tutoring and serving students with personalizing subject guidance and offering
quick rule book for each subject as per requirements. Introductory range of
rule books includes Math Life line and science visuals. Most of the products
from the bouquet of Super Star were made out of the expertise knowledge and
students mind power and that was the USP proposed them to their target
audience which mainly consists of CBSE English Medium students of standard
5th to 12th. Most of their books were in the range of INR 1000 to INR 1500 and
services based on personal requirement with customize fees.

As Shweta has done her master’s in business administration and also learned a
course on entrepreneurship, he has left no stone unturned before launching his
Scenario startup and has conducted initial market surveys and feasibility analysis for his
products and business ideas. They did market surveys by meeting different
people, exploring startups on the internet, then they developed Minimum
Viable Product (MVP) and then final products. After that they did pilot study by
doing some exhibitions, participating in business fairs, collaboration with
established brands and by promoting on social media. In fact, the results of the
pilot study were also very encouraging.

In the journey of Super Star, they find 3 kinds of people in their market
validation trial:
1) Who just praised the idea
2) Who praised the idea, buy products and experience her services
3) Neither praise nor purchased
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They get initial traction in the Product: Market Fit but after sometime they find
stagnancy in both sales and growth. Both co-founders look depleted as they
were very passionate for Super Star and have poured their hearts out for its
success.
After doing reflection they came to know that they might have made a few
mistakes in market research, segmenting, targeting and positioning and
drafting of 4 Ps of marketing.

Shweta looks forward to his Prof.Patel to guide him further and suggest a way
ahead to overhaul his business.

Being students of Prof. Patel , Suggest a strong marketing plan by doing a

market survey, framing STP strategy, and redefine the 4Ps of Marketing.

Assessment Strategy Prepare a presentation including complete solution of given problem in

group of 3.

Assessment Rubric
Uploaded on Canvas

Annexures NA
(Tables/ Charts/
Figures, etc
related to
problem)
References New PBL