Marketing Management

June 2023 Examination

Q.1 Tata Motors is all set to launch its electric car Tata CURVV. It has decided a price
range of approx. 15.00 –20.00 Lakh with an automatic transmission. Based on the above
information, as a marketing consultant, suggest a suitable segmentation plan for the
newly launched brand (suggest a suitable type of segmentation with appropriate
justification). Based on the type of segmentation, suggest an appropriate Positioning
strategy with justification.

Ans:

Introduction:

Tata motors now can seize a sizeable part of India's rapidly expanding market for electric-
powered automobiles with the creation of its logo-new battery-powered car. Tata motors, one
of India’s most well-known car manufacturers, are on the point of introducing its new
electric-powered automobile, the Tata CURVV. When geared up with an automatic
transmission, the electric vehicle will have a charge tag of 15,000 to 20,000 rupees. As an
advertising consultant, one of your primary responsibilities is to make recommendations
regarding the appropriate segmentation It is only half solved

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Q.2 Your friend is planning to purchase a laptop for routine usage & is seeking your
guidance for the same. Practically guide him through the steps of consumer buyer
decision making process.

Ans:

Introduction:

The system of purchasing a great by a consumer comprises several levels, and the consumer
ought to understand every one of those stages to make an intelligent desire. The equal is true
when it comes to purchasing a computer. Your friend is in this situation because they are
seeking advice on buying a laptop for regular use. As a friend and consultant, it's miles your
responsibility to walk him thru the diverse levels of the purchaser's decision-making manner
regarding purchases. In the following paragraphs, we will cross over the five stages a
Q.3 Read the case & answers the questions based on the case: Aahar fast food is a very
popular evening/late night joint targeting young students, young couple, and even
family. It serves delicious food & customers have always appreciated their service too. It
has its presence in the market since last 10 years in Mumbai & is planning a Pan-India
launch. As a consultant help them with the following:

a) Recommend an advertising strategy for the launch focusing on appropriate message

decisions & specific media vehicles (combination of media vehicles is expected including
social media).

Ans:

Introduction:

Aahar fast food, a well-known quick meals restaurant in Mumbai, intends to open throughout
India. As a representative, you are responsible for imparting an advertising plan for the
launch, specializing in suitable messaging selections and particular media motors. The
advertising plan aims to draw in clients from the

b) Suggest at least two sales promotional tools at consumer-level for the new launch
with appropriate justification.

Ans:

Introduction:

Aahar quick meals, a popular late-night time eatery in Mumbai, intend to expand its
operations by going pan-India. A meal joint's fulfilment is determined by the high quality of
its meals and services and the marketing techniques used to sell the logo. As a result, which
will attract and hold customers within the new market, the company