INSTITUTE OF MANAGEMENT TECHNOLOGY- GHAZIABAD Post-Graduate Diploma in Management — Full Time (Batch 2022-24), End Term Exam: UL Subject: Integrated Marketing Communications (IMC) Faculty Name: Prof. Abhigyan Sarkar, Prof. Abhishek, Prof, Halder, Prof. Tapas Ranjan Moharana Exam Date: 29.03.2023 Time: 90 Minutes Max Marks: 40 CLOSED BOOK Deepa Instructions: Answer all questions. Marks are indicated at the end of each question. It is 27 September 1999 to professionalize catering services and promote tourism for Ind Railways passengers. Ithad the right to sell online reserved train tickets and was India's only railway ticketing platform. Italso had exclusive rights to provide packaged drinking water at railway stations and trains in India. IRCTC launched an online ticket booking service in August 2002 as an altemative to buying reserved train tickets from physical ticket counters. IRCTC, along with Makemytrip, was a pioneer of e-commerce in India by providing internet booking of railway tickets and airlines tickets, respectively. IRCIC's website soon became a highly visited site due to the convenience of online booking. ed to and add new services to cater to the changi ‘Next Generation “Ticketing (NGeT) System in April 2014, which m tickets per minute. IRCIC offered booking of yanking, credit and debit cards, wallets, and Unified ‘oreign travellers could book tickets using their international credit cards issued outside India. It introduced reserved train ticket booking in November 2021 through its mobile apps on Android and iOS platforms. IRCTC started its artificial intelligence and machine learning-based chatbot named DISHA (short for Digital Interaction to Seek Help Anytime) in March 2022, which could also be used for purchasing reserved train ticketsQ2. Tesla issued back-to-back recalls in November 2022. One recall affects nearly 30,000 Tesla Model X cars due to the potential for their airbag system to deploy incorrectly. The other was made afier a combined 321,628 Model 3 and Model Y vehicles were found to potentially have taillights that intermittently illuminated, which could increase the risk of collision, Say Tesla now wants to develop a Public Relations plan to regain brand image in the mind of public through running a PR campaign globally covering all countries where Tesla cars are sold, Assume thal you are the Head of PR at Tesla Global Headquarter, Describe your PR plan in step-by-step process. [10 marks). Q3. Now is the age of earning cashbacks and coupons on digital purchases. And Dominos seem to have mastered in launching exciting sales promotion offers. The images below show two such campaigns of the given brand. Do observe, review, and critique both the offers (objectives, scope, tacties, design, and elements) based on the framework of Prof. John A. Queleh. [545 10 Marks] papal au RSLS eis eed aS auNe | AU [2 PIZZAS STARTING ates Wishyouahappyand Ge ore] bene eee eel al ogee cola) BLO seca Ricey “so01aios 1191p ayouro.ad 03 280049 pinoys ABoyuays jeuoROMoad & axeda.d ‘woryeULLOsMT aAOge SUIS ‘sistas rape a a 2 um Siren are Komp Yespng jjeuls B WOATH “sqor ur za2q SuIOp on sia Aoyy, “wwowdes mau Ajpanejar v st SEL “sy00] 29up aacudutt 1 pajeme st dnos’ sia. Sa a spoon | Jo ‘1 soamos puv ‘soSessout ‘sjvaddu ‘swtauios 19%) ie ae 1 Fon Aa eesPost-Graduate Diploma in Management = Full Time (Batch 2022 — 24), End Term Exam: Il! Subject: Sales and Distribution Management (SDM) Faculty Name: Prof. Rakesh Kumar Singh / Prof. Surajit Bag / Prof. Anirban Basu Exam Date: 27.03.2023 Time: 90 Minutes Max Marks: 50 Closed Book Exam Please answer any five questions. Each question is of 10 marks. incase of a question having two parts, answer both. . What are the different methods used for arriving at sales force sizing | decisions? Describe and, explain these methods: with ‘appropriate examples. (10 Marks) (PE (albescribe a salesperson’s ego drive an hat is vertical and horizontal channel conflict? Draw a two by two matrix using two dimensions- ‘suggest a firm’s action in each of the four quadrants (10 Marks) 4. (a)Discuss the difference between channel management and physical distribution. (S Marks) {b) Discuss the role of wholesalers in the distribution channel. How are they different {ror distributors and C&F agents? (5 Marks) 5a] In what ways the line between field sales and inside Sales fs Blurred by technology? (5 Marks) {b) What is the role of sales training in salesperson socialization process? (5 Marks) 26: §6)What is numeric distribution and value weighted distribution(VWD)? How are these different from each other? (5 Marks) ee below are some retail audit data points for three brands; A, Band C. If you area sales manager for brand C, what are the key insights that you would derive from this data? How would you arrive at a few action points? (5 Marks) Brand ‘Market Share Numeric Distribution | VWo se 4‘ 50 [30 80 é a ae 15 a [30 ema ee Ciena Ho ADS iaiioale [2s ° “@ 4INSTITUTE OF MANAGEMENT TECHNOLOGY- GHAZIABAD Post-Graduate Diploma in Management ~ Full Time (Batch 2022 — 24), End Term Exam: Il Subject: PRODUCT & BRAND MANAGEMENT (PBM) Faculty Name: Prof. Elkana Ezekiel / Prof. Jishnu Changkakoti / Prof. Neha Srivastava Exam Date: 27.03.2023 Time: 90 Minutes Max Marks: 50 CLOSED BOOK INSTRUCTION: Question 1 is compulsory. Answer any two from Questions 2 to 4 Closed book exam, no laptop or phone usage allowed Show all calculations clearly. Q1, COMPULSORY TO ANSWER THIS Fit Right is a local brand of school shoes that is the market leader in Delhi. The brand has been built on quality, right pricing, a range of well-designed products that appeal to children and widespread distribution, especially near schools. In the last one year a flood of low- priced, Made in China products have created pressure on sales of Fit Right. Given tough economic conditions, parents are looking for ways to manage their household budgets ‘which has forced them to switch to cheaper Chinese products, The Marketing VP wants to concerned about cannibalization, Study the forecast of sales and cannibalization given below am answer these questions: A) What is the impact of the new launch on company sales revenue and profit after takin 6 into account the impact of cannibalization? Show your detailed working. (10 marks) rs 8) Would you recommend the launch or propose somg.other action to defend against Chinese brands? Explain your logic. (10 marks) e Base brand 100,000 New brand »., 40,000 650 500ANSWER ANY 2 OF THE FOLLOWING QUESTIONS: Q2. Study the advertisement for L’Oreal true Match given below carefully and write a positioning statement for this brand using the standard format that was taught in the class. Please ensure that all components of the positioning statement are written, (15 marks) ALWAYS A TRUE MATCH. | NEVER A MISMATCH, | Theft compect woken | omeculmacae (NS new aieh supecblendable compact makeup3 The images below show the different brands managed by Nestle in India. Please examine these brands carefully and then answer the following questions: A, What type of brand architecture is Nestle using to compete in the different industries and product categories? What, ifany, are the key advantages of this branding approach to the firm? (10 marks) Z B, What are the major disadvantages, if any, of this branding approach to the firm? ( marks) ESCO CCAR aa. You have been hired by Maruti-Suzuki as a Product Manager, Within the first few weeks you are assigned to the team that will create a new launch strategy for an entry into the premium segment. Asa part of the team, you have been assigned the role of mapping the current equity of the Maruti brand, To help you, the Market Research Agency has shared the following list of associations that consumers have with the Maruti brand which have been extracted from different focus groups over & the last three years, Well known; Family Car; Fuel Efficient; Dependable; Affordable; Wide Service Network; Value for Money; Inexpensive Spare Parts; Durable; Reliable; Modern Looking; Smooth drive; Good Value for Money; Middle class people; A Good Friend: Down to Earth; First Car; High Quality; Japanese Engineering; Expert in cars; Easy to Service; Suitable for City Driving; Convenient for Parking; Finish is not Good; Does not look Premium; High Road Clearance; Trustworthy; Product Designed to Fit Family Needs; Right Price; fun; feels like home; practical; friendly; A Car that I Love; Will Recommend the Brand withINSTITUTE OF MANAGEIWIEN! 1ECHNOLOGY- GHAZIABAD Post-Graduate Diploma in Management — Full Time (Batch 2022 — 24), End Term Exam: Ill Subject: Consumer Behaviour (CB) Faculty Name: Dr. Garima Saxena/ Dr. Sita Mishra/ Dr. Tapas Ranjan Moharana Exam Date: 30.03.2023 Time: 90 Minutes Max Marks: 40 CLOSED BOOK peers. Kaushal's character in the ad represents the musky and attractive seent of Beardo’s new perfume perfectly. The fragrance makes a great choice for a sophisticated and confident man, Donning a smouldering avatar, Kaushal warns the audience that this scent is exclusively for men. a) Identify and explain the various external factors of culture and reference groups that this advertisement applies in appealing and influencing its customers (5 marks) b) Explain the target market characteristics of this campaign. Assess the effectiveness of this advertisement with respect to fit between the brand personality and target market. (6 marks) Question 2: Cadbury 5 Star, the iconic chocolate brand from Mondelez, India’s, has simplified its logo into a graphic of five low with #5StarsEverywhere, the goal is to get Ramee engage with the brand in the most innovative . Way possible. Now every time any app asks for rating, the five blank stars on the app screen “will resemble the new 5 Star logo, which means every app will end up advertising (for free) for the product without even intending to. How does this new logo of Cadbury’s 5 Star change consumer perception? Do you think changing to this new logo involves risks? Justify your answer, Why or Why not? (10 marks). ‘Question 3; “According to the Humanity Welfare Council, 80 per cent of women in india struggle with financial literacy” — Economie Times, 8 March, 2023. Financial literacy of‘women is increasingly asserted as an important step towards women empowerment, Financial literacy empowers women to have an improved financial standing, negotiate better salaries, and bridge the gender pay gap. Despite the growing discussions around women’s financial literacy, a large proportion of Indian women lack knowledge about financial products, markets, and investment avenues. Even among educated and working women, a large majority do not feel confident in financial matters and rely on theit amily. members of fiiends to make theit financial decisions. SS - Explain how you could improve women’s attitude towards their financial literacy and increase their intention to actively engage in their financial decisions. (10 marks) Question 4, Imagine that you are working with INOX Leisure Limited as a Sales Manager, which is India’s largest multiplex chain with 153 multiplexes and 648 screens in 69 cities. Ttis more than a year since the world coped up with COVID-19 pandemic that created havoc globally. Since then, the world has gone back to normal; however, the very consumer behaviows towards going to theatres to watch movies has changed. OTT platforms such as Netflix and ‘Amazon Prime have been more aggressively promoting their brands ‘The senior management has asked you (o prepare a report on marketing strategy for INOX Leisure Limited to bring back the business to normal. Use the concepts discussed in consumer behaviour to prepare the report. You may present hypothetical calculations of increase in viewership with suitable assumptions wherever neces:INSTITUTE OF MANAGEMENT TECHNOLOGY ~ GHAZIABAD. PGDM - Ist Year (BATCH: 2022 - 24) End-Term Exam: Term- [It Subject: Strategic Management (SM) Faculty Name: C.P. Joshi, Pradeep Hota, Rakesh Gupta, Nivisha Singh, Vinayak 1 TripathiInstitute of Management Technology, Ghaziabad, PGDM (F/T), 2022-2024 ‘Term-IV: End-Term Exam Business Research Methods ‘Time: 90 Minutes, Exam Date: 30.03.203, Section: ALL ‘Maximum Marks: 40 Not A. Please write in clear handwriting. B. This is a closed-book and closed-notes exam. C. Bullet points with minimal but crisp explanations would be rewarded over a general description. Therefore, think before you write! tempt any four out of five questions. ‘continue exercising due to physical exhaustion). This can put off those individuals who are ‘not very active/fit and those individuals who might be at higher risk of ill healthy(e.gyolder this end, a researcher recruited 100 participants to perform a maximum VOzmax test but also recorded their "age", "weight", "heart rate", and "gender", Heart rate is the average of the last 5 minutes of a 20-minute, much easier, lower workload cycling test. The researcher's goal is to be able to predict VO2max based on these four attributes: age, weight, heart rate and gender. Al variables are measured on an interval or ratio scale except gender, which is dummy coded as Male 1, Female 0. & Multiple regression output is as given below: Std. Error of the Estimate 5.85087, a, Predictors: (Constand, gender, age, heart_rale, waightSoWWithoutHiH (INR) SoWWithHH (INR) Mean 2349 6784 sD 98 201 si a7 2 47 t= 135.967 P=.000 Dr= 92 1 ‘months, and the newly recruited data analyst (Thomas) was asked to interpret the results of ANOVA. Please help Thomas by interpreting the different types of impact (effect) of coupons and promotions on sales. (4) 53.033, 54.862, 1.633 1,690 206Variables such as price, distribut ied their concentrated detergent Ariel, and in the Indian market after conductingproject, you are designing a survey questionnaire to measure each of the Gallewing variables. Please identify the level of measurement (nominal to ratio) in each of these variables. (2)r manufacturer decides to use VR technology to test the perceived experience of driving a new model of a vehicle. As a researcher, what do you think are the advantages and disadvantages of using a VR device to collect simulated usage data? (3) Ah @