Q1.

Go to a large electronics and appliance store that sells products such as televisions,
stereos, hairdryers and microwave; ovens. Pick one or two product categories to
examine.
(a)Make a list of brand names in the category and classify each name as being either
'your home country' or 'foreign'. How did you decide whether a brand was 'home' or
'foreign'?
(b) Look at where these different brands were manufactured. Are any of the 'home'
brands manufactured abroad and are any of the 'foreign' brands made locally? What
does this tell you about how much international marketing is being done? Is 'global' a
better term to describe some of these brands?

ANS: I visited Vijay Sales in Pune, a prominent electronics and appliance store. I
explored the categories of televisions and microwaves to compile a list of brand names
and classify them as either 'home' or 'foreign'.
I selected televisions and microwaves for examination due to their ubiquitous presence
in Indian households and the significant role they play in daily life. Televisions are a
central entertainment hub in most homes, offering a wide range of content and
connectivity options. Microwaves, on the other hand, have become essential kitchen
appliances, providing convenience and efficiency in cooking. These categories were
chosen for their relevance, popularity, and impact on modern living in India, making them
ideal for assessing the diversity of 'home' and 'foreign' brands in the electronics and
appliances sector.
In the realm of televisions, I encountered a diverse array of brands, each with its unique
identity and origin. The classification of these brands as 'foreign' was based on their non-
Indian roots and global recognition.
FOREIGN BRANDS [TELEVISION]

Sr.Nu Brand Name Country of origin

1 Sony Japan

2 Panasonic Japan

3 Samsung South Korea

4 LG South Korea

5 Xiaomi (Mi) Chinese

6 OnePlus Chinese

7 Philips Netherlands

INDIAN BRANDS [TELEVISION]

Sr.Nu Brand Name

1 BPL

2 Videocon

3 Onida

FOREIGN BRANDS [MICROWAVE]

Sr.Nu Brand Name Country of origin

1 Whirlpool United States

2 Panasonic Japan

3 Samsung South Korea

4 LG South Korea

5 Haier Chinese
 INDIAN BRANDS [MICROWAVE]

Sr.Nu Brand Name

1 BPL

2 Videocon

3 Onida

IFB and Godrej are Indian brands, with IFB being a prominent Indian manufacturer of
home appliances and Godrej being a renowned Indian conglomerate. Bajaj, although
primarily known for its Indian heritage in the automotive sector, has also ventured into
the consumer electronics space. Whirlpool, while a foreign brand, has a significant
presence in the Indian market and is recognized for its quality appliances.

● The classification of these brands as 'home' or 'foreign' was determined by their

country of origin and their level of integration into the Indian market.
● In making these distinctions, several factors were considered to determine
whether a brand was 'home' or 'foreign'.
● Firstly, the brand's country of origin played a crucial role. Brands like Sony,
Samsung, and LG, originating from countries outside India, were unequivocally
classified as 'foreign'. Conversely, brands like IFB and Godrej, deeply rooted in
India's industrial landscape, were classified as 'home'.
● Secondly, the brand's market presence and consumer perception in India
influenced the classification. Brands like Whirlpool, although foreign, have
established a strong foothold in the Indian market, leading to their classification
as 'foreign' but with a significant local presence.
● Moreover, factors such as manufacturing facilities, after-sales service, and brand
perception among Indian consumers were also considered.
● Brands that have manufacturing units in India or offer extensive after-sales
service networks were more likely to be classified as 'home'.
● Additionally, the perception of a brand among Indian consumers, influenced by
factors like quality, reliability, and brand loyalty, played a role in determining
whether a brand was perceived as 'home' or 'foreign'.
● In conclusion, my visit to Vijay Sales in Pune provided insights into the diverse
landscape of electronics and appliances, showcasing a mix of 'home' and
'foreign' brands in categories like televisions and microwaves.
● The classification of brands was based on a combination of factors, including
country of origin, market presence, consumer perception, and after-sales
services, reflecting the dynamic nature of the Indian consumer electronics
market.
 Q.2.What type of research would be appropriate in the following situations and why?
(a) Nestle wants to investigate the impact of children on their parents' decisions to buy
breakfast foods.
(b) A college or university bookshop wants to get sonic insights into how students feel
about the shop's merchandise, prices and service,
(c) Gillette wants to determine whether a new line of deodorants for teenagers will be
profitable.

ANS: (a)
To investigate the impact of children on their parents' decisions to buy breakfast foods, a
comprehensive research approach combining qualitative and quantitative methods would be
most suitable. Drawing insights from the provided sources, a mixed-methods research design
would allow Nestlé to delve into the complexities of family dynamics, parental perceptions, and
children's influence on breakfast choices.

● Qualitative Research:
Qualitative methods such as interviews and focus groups can help Nestlé gain a deep
understanding of the emotional and psychological factors that influence parents' breakfast food
decisions. Insights from Laura Gonzalez, head of nutrition for Nestlé España, emphasize the
importance of incorporating whole grains and fruit into breakfast for both children and adults. By
conducting qualitative research, Nestlé can uncover the underlying reasons behind parents'
perceptions of what constitutes a healthy breakfast and how children impact these decisions.

● Quantitative Research:
Quantitative research is essential to gather statistical data on breakfast consumption patterns,
nutritional intake, and the prevalence of obesity related to breakfast habits. For instance, the
study by Benton & Parker in 1998 highlighted the cognitive benefits of eating breakfast for
children. Quantitative surveys and data analysis can provide Nestlé with concrete figures on the
percentage of parents overestimating the healthiness of their children's breakfasts, the
consumption of key food groups like dairy, cereals, fruit, and whole grains, and the impact of
rushed breakfasts on dietary quality.

● Combining Insights:
By combining qualitative findings on parental perceptions and children's influence with
quantitative data on consumption patterns and health outcomes, Nestlé can develop a holistic
understanding of the dynamics at play. This integrated approach will enable Nestlé to tailor
marketing strategies, product development, and educational initiatives to promote healthier
breakfast choices among families.
 Aspect Percentage

Parents overestimating child's breakfast healthiness >50%

Children consuming breakfast in under 10 minutes 58%

Parents believing child receives proper breakfast 80%

Children consuming whole grains at breakfast 20%A

Conclusion:
By adopting a mixed-methods research approach, Nestlé can uncover the nuances of parental
perceptions, children's influence, and breakfast consumption patterns. This comprehensive
understanding will inform targeted strategies to promote healthier breakfast choices among
families, ultimately contributing to improved dietary quality and reduced obesity prevalence. The
integration of qualitative and quantitative data will provide Nestlé with the insights needed to
create effective marketing campaigns, develop nutritious breakfast products, and implement
educational initiatives that resonate with families and support their health goals.

ANS: (b)
In the case of a college or university bookshop seeking insights into students' perceptions of its
merchandise, prices, and service, sonic research methods could provide valuable insights into
the students' experiences and feelings. Sonic research focuses on our experience with sounds,
music, rhythms, resonances, noises, and other sonic phenomena, which can be applied to
explore students' emotional and psychological responses to the bookshop environment.

One potential approach is sonic ethnography, which combines sound studies and ethnographic
methodologies. This methodology can be used to interpret students' experiences of the
bookshop's atmosphere, merchandise displays, and interactions with staff. By recording and
analyzing the ambient sounds, conversations, and music within the bookshop, researchers can
gain a deeper understanding of the students' sensory experiences and emotional responses
.
Another approach is to use sonic elicitation techniques, such as podcasting and data music, to
facilitate 'spoken words' and sonic interactions in digital environments. These methods can be
used to engage students in conversations or interviews about their perceptions of the bookshop,
even in the context of remote learning or social distancing measures. By using podcasting as an
action research method, researchers can capture students' thoughts and feelings in a more
dynamic and engaging way than traditional survey methods. Similarly, data music, or data-
driven songwriting and music production, can be used to creatively communicate research
outcomes for a wide audience through open-access platforms
To further explore the potential of sonic research methods in this context.
The table below presents a comparison of the different approaches and their potential benefits
for the bookshop's research objectives.

Research Objective Sonic Podcasting Data Music

Ethnography

Understanding students' sensory ● x x

experiences and emotional responses
to the bookshop environment

Capturing students' thoughts and x ● ●

feelings in a more dynamic and
engaging way

Communicating research outcomes for x ● ●

a wide audience through open-access
platforms

In conclusion, sonic research methods can provide valuable insights into students' perceptions
of a college or university bookshop's merchandise, prices, and service. By using sonic
ethnography, podcasting, and data music, researchers can capture students' thoughts and
feelings in a more dynamic and engaging way, understand their sensory experiences and
emotional responses, and communicate research outcomes for a wide audience through open-
access platforms. These methods can help the bookshop to better understand students' needs
and preferences, and to develop strategies to improve their merchandise, prices, and service.

ANS: (c)

To determine whether a new line of deodorants for teenagers will be profitable for Gillette in
India, a multi-faceted research approach would be appropriate, combining both qualitative and
quantitative methods.
Firstly, Gillette should conduct a thorough market analysis to understand the current landscape
of the deodorant market for teenagers in India. This would involve gathering data on market
size, growth rate, and consumer demographics. According to a report by ResearchAndMarkets,
the Indian deodorants market is expected to grow at a CAGR of around 10% during the period
2020-2025. The market is highly competitive, with a few global and local players dominating the
market share. Therefore, understanding the competitive landscape is crucial to positioning a
new product line effectively.

Secondly, Gillette should conduct qualitative research to gain insights into the specific needs
and preferences of teenage consumers in India. This could involve focus groups or in-depth
interviews with teenagers to understand their experiences with deodorants, their purchasing
behaviors, and what they look for in a deodorant product. According to a survey, the majority of
male and female consumers of deodorants in India are light users, using the product less than
seven times in the last six months. Therefore, understanding the motivations and barriers to
usage among teenagers is crucial to developing a product that meets their needs.

Thirdly, Gillette should conduct quantitative research to gather statistical data on teenage
consumers' preferences and behaviors in India. This could involve surveys or questionnaires to
gather data on factors such as brand awareness, product preferences, and purchasing habits.
According to a survey, the most valuable personal care products for women in India are
shampoo, deodorant, face wash, and moisturizer, while for men, they are deodorant, shaving
cream, shampoo, and face wash. Understanding which products are most valuable to teenagers
in India can inform product development and marketing strategies.

Finally, Gillette should conduct research on the supply chain and manufacturing process for the
new line of deodorants in India. According to a report by the Indian Institute of Management
Ahmedabad, the deodorant manufacturing process in India involves several stages, including
raw material procurement, blending, filling, packaging, and quality control. Understanding the
supply chain and manufacturing process can inform product development and pricing strategies,
as well as help to ensure a smooth launch of the new product line.
In conclusion, a multi-faceted research approach combining qualitative and quantitative
methods is appropriate for determining whether a new line of deodorants for teenagers will be
profitable for Gillette in India. By understanding the market landscape, consumer needs and
preferences, supply chain and manufacturing process, Gillette can develop a product that meets
the needs of teenage consumers in India and is positioned effectively in the market.
Q.3. Go to your local supermarket/major grocery retail outlet. Select a product category ranging
from food, beverages and household detergents to toiletries and paper products (e.g. baked
beans, soft drinks, dishwashing or laundry detergents, household disinfectants, toilet tissues).
Identify the branded Brands, Products, Packaging and Services labels. Do you have any own-
label products? Are there any differences between the branded and tile retailers private label? If
so, why do you think these differences exist? It' the answer is no, how do you think brand
manufacturers could differentiate their
brands from those of the retailers

ANS:

I explored a D-Mart near Satara road and examined the differences between branded products
and the retailer's own-label products across various categories. In India, supermarket chains
like Big Bazaar, Reliance Fresh, and Spencer's Retail often offer both branded and private label
products.

Branded Products:
- Maggi Noodles: A popular brand offering a variety of instant noodles in different flavors
like Masala, Chicken, and Atta Noodles.

- Tata Tea Gold: Known for its rich aroma and flavor, Tata Tea Gold is a premium tea
brand.
 - Dettol Antiseptic Liquid: A trusted brand for household disinfection, Dettol offers
antiseptic liquid for wound cleansing and surface disinfection.

- Himalaya Herbals Face Wash: A leading brand in herbal skincare, Himalaya offers a
range of face wash products catering to various skin types.

- Colgate Toothpaste: A household name in oral care, Colgate offers a range of

toothpaste variants for different oral health needs.

Own-label Products:
Big Bazaar Instant Noodles: Big Bazaar, a prominent Indian supermarket chain, may offer its
own-label instant noodles as a cost-effective alternative to branded options.

Reliance Fresh Tea: Similarly, Reliance Fresh may have its own-label tea products positioned
as value-for-money alternatives to branded teas.

Spencer's Household Disinfectant: Spencer's Retail might offer own-label household

disinfectants competing with branded options like Dettol.

Private Label Skincare: Supermarkets often introduce own-label skincare products like face
washes or moisturizers, providing affordable alternatives to branded offerings. Other examples
are Patanjali.

Store Brand Toothpaste: Supermarkets may also have their own-label toothpaste products,
competing with brands like Colgate and offering similar oral care benefits at a lower price point.

Differences Between Branded and Own-label Products:

- Brand Equity and Trust: Branded products like Maggi, Tata, and Dettol have built strong
brand equity and trust over the years through consistent quality, reliability, and effective
marketing campaigns. Consumers often perceive these brands as safer and more
trustworthy compared to own-label alternatives.

- Price vs. Quality: Own-label products typically aim to offer value for money, appealing to
budget-conscious consumers. While branded products may command a premium price
based on their brand reputation and perceived quality, own-label products often compete
on price, sacrificing some brand loyalty for affordability.

- Product Variety and Innovation: Branded products often lead in terms of product variety
and innovation, introducing new flavors, formulations, and packaging designs to stay
competitive. Own-label products may offer fewer options and less innovation, focusing
on staple products with basic features to keep costs low.
 - Marketing and Advertising: Branded products invest significantly in marketing and
advertising to build brand awareness, drive sales, and differentiate themselves from
competitors. Own-label products may rely more on in-store promotions and discounts to
attract customers, lacking the same level of brand visibility and recognition.

Differentiation Strategies for Brand Manufacturers:

To differentiate their brands from retailer-owned labels, Indian brand manufacturers can
consider several strategies:

- Emphasize Quality and Trust: Highlighting the superior quality, reliability, and safety
standards of branded products compared to own-label alternatives can reinforce
consumer trust and justify the premium price.

- Innovate and Diversify: Continuously innovating and diversifying product offerings with
new flavors, formulations, and packaging designs can keep branded products fresh and
exciting, appealing to evolving consumer preferences.

- Brand Storytelling and Heritage: Leveraging brand heritage, values, and storytelling can
create emotional connections with consumers, distinguishing the brand from generic
own-label products and fostering brand loyalty.

- Invest in Marketing and Advertising: Allocating resources to marketing and advertising

campaigns can increase brand visibility, awareness, and recall, ensuring that branded
products remain top-of-mind for consumers in a crowded marketplace.

- Expand Distribution Channels: Exploring alternative distribution channels such as e-

commerce platforms or specialty stores can expand the reach of branded products,
reaching new audiences and driving incremental sales.

By implementing these strategies, Indian brand manufacturers can effectively differentiate their
brands from retailer-owned labels and maintain a competitive edge in the market.
Q.4.Consider a car brand you are familiar with.
(a)List examples of how this brand uses a range of promotional tools to communicate with its
target audience. (Public relations examples may be difficult to spot, although you could consider
how arcs are used in films and television programmes,or as celebrity vehicles for sports
tournaments or public events.)
(b)Does this car maker use the communication tools in a coordinated way that builds a
consistent brand image, or are the efforts fragmented? Explain.

ANS:
(a) I have used Ferrari as an example and examined how it utilizes various
promotional tools to communicate with its target audience. Ferrari, a renowned
luxury sports car manufacturer, employs a mix of traditional and modern
promotional techniques to enhance its brand image and engage with enthusiasts
worldwide.

Promotional Tools Used by Ferrari

Promotional
Tool Description Examples from Ferrari

Ferrari utilizes advertising to - Television commercials featuring high-

Advertising
showcase its vehicles' speed driving footage and iconic Ferrari
 performance, design, and models, appealing to automotive
exclusivity. enthusiasts.

- Print ads in luxury lifestyle magazines

like Robb Report or DuPont Registry,
highlighting the craftsmanship of Ferrari
cars.

- Online display ads on automotive

websites and social media platforms
targeting affluent individuals interested
in luxury cars.

Ferrari occasionally offers - Offering special financing rates or

Sales
limited-time promotions or lease deals on select Ferrari models
Promotions
incentives to stimulate sales. during seasonal sales events.

- Hosting exclusive customer events

with test drive opportunities and
personalized consultations for
prospective buyers.

- Participating in prestigious auto shows

Ferrari sponsors and participates
Events and like the Geneva International Motor
in various events to showcase its
Sponsorships Show, unveiling new models and
brand and engage with fans.
concepts.

- Sponsorship of Formula 1 racing

teams and events, leveraging the
brand's racing heritage and associating
it with performance.

Direct Ferrari employs direct marketing - Sending personalized mailers or

 tactics to reach out to brochures to existing Ferrari owners,
Marketing prospective customers informing them of exclusive offers or
individually. VIP experiences.

- Email newsletters providing updates

on Ferrari's latest models, events, and
special promotions to subscribers.

Ferrari utilizes social media - Active presence on platforms like

platforms to engage with fans, Instagram, Facebook, and Twitter,
Social Media
share brand content, and build showcasing stunning imagery and
communities. videos of Ferrari cars.

- Organizing social media contests or

challenges to encourage user-
generated content and interaction with
the brand.

- Publishing articles and videos on its

Ferrari produces high-quality
Content website and social media channels
content to educate, entertain,
Marketing exploring the history, technology, and
and inspire its audience.
design of Ferrari cars.

- Creating behind-the-scenes
documentaries or virtual factory tours to
offer enthusiasts an exclusive look into
the brand.

Public Relations Strategies by Ferrari:

 - Press Releases: Ferrari regularly issues press releases to announce significant events,
partnerships, or product launches, ensuring coverage in automotive and mainstream
media outlets.

- Media Relations: Cultivating relationships with journalists and influencers to secure

positive coverage and reviews of Ferrari vehicles in magazines, newspapers, and online
publications.

- Product Placement: Ferrari vehicles frequently appear in movies, TV shows, and music
videos, capitalizing on their iconic status and association with luxury and performance.

- Brand Partnerships: Collaborating with luxury brands in sectors like fashion, watches, or
hospitality to create exclusive co-branded experiences and products, extending Ferrari's
reach to new audiences.

some additional strategies utilized by Ferrari to enhance its brand presence and engage with its
audience:

- Brand Collaborations: Partnering with high-end brands in various industries such as

fashion, luxury goods, or technology to create limited edition products or exclusive
experiences. For example, collaborating with luxury watchmakers like Hublot or Panerai
to produce limited edition Ferrari-themed timepieces.

- Branded Entertainment: Integrating Ferrari vehicles into popular culture through movies,
TV shows, and video games. This includes featuring Ferrari cars prominently in
blockbuster films like "The Italian Job" or "The Wolf of Wall Street," as well as in popular
racing video game franchises like "Gran Turismo" and "Forza Motorsport."

- Ferrari Theme Parks: Expanding beyond automotive products, Ferrari has capitalized on
its brand equity by launching Ferrari-themed amusement parks and attractions. For
instance, Ferrari World Abu Dhabi offers visitors a range of experiences including thrill
rides, racing simulators, and exhibits showcasing Ferrari's history and engineering
prowess.

- Exclusive Events: Hosting invitation-only events such as exclusive unveilings, track

days, and owner gatherings for Ferrari owners and enthusiasts. These events provide an
opportunity for customers to connect with the brand, interact with company executives,
and experience the latest Ferrari models firsthand.
 - Brand Licensing: Licensing the Ferrari brand for use on a wide range of merchandise
and collectibles, including apparel, accessories, toys, and scale models. This extends
the brand's reach to consumers who may not necessarily own a Ferrari vehicle but still
want to associate themselves with the brand's prestige and lifestyle.

- Heritage Preservation: Preserving and celebrating Ferrari's rich heritage and racing
legacy through museum exhibits, historical archives, and heritage events. The Museo
Ferrari in Maranello, Italy, showcases a collection of iconic Ferrari cars, memorabilia,
and interactive exhibits, attracting enthusiasts from around the world.

- Digital Innovation: Embracing digital technologies and innovation to enhance customer

engagement and brand experience. This includes virtual reality experiences, augmented
reality apps, and online configurators that allow customers to customize and visualize
their dream Ferrari before making a purchase.

- Corporate Social Responsibility (CSR): Engaging in philanthropic initiatives and

sustainability efforts to contribute positively to society and the environment. Ferrari's
CSR initiatives may include supporting education programs, environmental conservation
projects, or community development initiatives in regions where it operates.

By employing a comprehensive mix of promotional tools and public relations strategies, Ferrari
effectively communicates its brand values, heritage, and desirability to its target audience,
maintaining its status as one of the world's most iconic automotive brands. By leveraging these
strategies, Ferrari maintains its position as a global icon, deeply ingrained in popular culture
while continuously engaging with its audience across various touchpoints.

(b) Ferrari employs a highly coordinated approach to its communication tools, ensuring
that each element contributes to a cohesive and consistent brand image. Rather than
fragmented efforts, Ferrari's promotional strategies work synergistically to reinforce its core
values of luxury, performance, and exclusivity.

Firstly, Ferrari's advertising campaigns, sales promotions, and direct marketing initiatives are
carefully crafted to convey a sense of prestige and desirability. Whether through television
commercials showcasing the exhilarating performance of Ferrari vehicles or personalized direct
mail campaigns targeting affluent customers, these efforts consistently reinforce the brand's
image as a symbol of status and aspiration.

Secondly, Ferrari's presence at events and sponsorships further enhances its brand image by
aligning with its racing heritage and association with high-profile sporting events like Formula 1.
By participating in prestigious auto shows and sponsoring racing teams, Ferrari reinforces its
reputation for technological innovation and performance excellence, resonating with enthusiasts
who value speed and competition.
Thirdly, Ferrari's engagement on social media and content marketing platforms allows the brand
to connect with fans on a more personal level while still maintaining a sense of exclusivity.
Through stunning imagery, behind-the-scenes content, and interactive campaigns, Ferrari
cultivates a loyal community of enthusiasts who feel a sense of belonging to the brand's
aspirational lifestyle.

Overall, Ferrari's communication tools are strategically integrated to create a seamless brand
experience across various touchpoints, from traditional advertising channels to digital platforms.
By maintaining consistency in messaging, imagery, and brand values, Ferrari ensures that each
interaction reinforces its position as a global icon of luxury and performance.
Q5.Describe different tools of Promotion Mix. Describe Factors affecting Promotion Mix
Decisions

ANS:
The promotion mix, also known as the promotional mix or marketing mix, is a combination of
different marketing communication tools or tactics that a company uses to promote its products
or services. It includes various elements, strategies, and tactics that effectively communicate a
product or service's value and persuade customers to buy. The promotion mix is essential for
businesses to create an omnichannel footprint, which helps grow sales revenue in the long run

The main components of the promotion mix are:

- Advertising: A non-personal promotion of products and services using paid media

channels like TV, radio, newspaper, billboards, or digital advertising platforms

- Personal Selling: A one-to-one communication between a sales representative and a

potential customer, which allows for direct interaction, product demonstrations, and
addressing customer concerns

- Sales Promotion: Short-term activities designed to encourage immediate purchase, such

as discounts, coupons, sales contests, giveaways, loyalty programs, and other
incentives

- Public Relations: Managing the public image and reputation of a company or brand
through activities like press releases, media relations, sponsorships, events, and
community engagement

- Direct Marketing: A form of advertising that involves a direct communication with a

potential customer, often through channels like email, social media, or direct mail

- Factors affecting the promotion mix decisions include:

Target Product Characteristics: The nature of the product, its benefits,
and its unique selling points influence the choice of promotional tools and tactics

- Marketing Objectives: The goals of the marketing campaign, such as brand awareness,
lead generation, or sales growth, determine the focus and strategy of the promotion mix

- Budget: The financial resources available for marketing activities, including advertising,
personal selling, sales promotion, and public relations, impact the scale and scope of the
promotion mix

- Competitive Landscape: The competitive environment, including the presence of

competitors, their marketing efforts, and the target audience's perception of the brand,
influence the promotion mix decisions
- Target Audience: Understanding the demographics, psychographics, and behavior of the
target audience helps in selecting the most effective promotional tools and channels

- Product Life Cycle: The stage of the product in its life cycle, such as introduction, growth,
maturity, or decline, affects the promotional strategy and mix

- Company Policy: The overall marketing and promotion policy of the company, including
the top management's conviction in the role of promotion, product market strategy, and
corporate image, influence the promotion mix decisions

- Market Penetration: The extent to which a company wants to penetrate the market, such
as entering new markets or expanding existing ones, affects the promotion mix

- Market Size: The size of the market and the target audience's purchasing power
influence the promotion mix decisions

- Characteristics of Buyers: The needs, preferences, and behavior of the target customers
affect the choice of promotional tools and tactics

- Distribution Strategy: The distribution channels and partners used by the company
influence the promotion mix, as they can provide additional promotional opportunities

- Pricing Strategy: The pricing strategy of the company, including discounts, special offers,
and promotions, affects the promotion mix

- Cost of Promotion: The cost of each promotional tool and the overall budget for
promotion influence the promotion mix decisions

- Availability of Funds: The financial resources available for promotion affect the scale and
scope of the promotion mix

- Effectiveness of Promotional Tools: The effectiveness of each promotional tool in

reaching the target audience and achieving the marketing objectives influences the
promotion mix decisions

- Nature of Technique: The type of promotional technique used, such as impersonal or

personal, direct or indirect, influences the promotion mix

- Readiness of Buyer: The readiness of the target audience to buy the product or service
affects the promotion mix, as it influences the timing and intensity of the promotional
efforts
 - Promotional Strategy: The overall promotional strategy of the company, including the
objectives, target audience, and promotional tools, influences the promotion mix
decisions

In conclusion, the promotion mix is a crucial element of a company's marketing strategy, as it

allows businesses to effectively communicate their value proposition to potential customers and
drive sales growth. The selection and combination of promotion mix elements depend on
various factors, including the target product characteristics, marketing objectives, budget,
competitive landscape, target audience, product life cycle, company policy, market penetration,
market size, characteristics of buyers, distribution strategy, pricing strategy, cost of promotion,
availability of funds, effectiveness of promotional tools, nature of technique, readiness of buyer,
and promotional strategy
Q.6. Apply Product Life Cycle to any SUV category of Vehicles manufactured in Last 30 years.
Explain the stages of Product Life Cycle (PLC) for at least Top 5 Global brands of SUV
manufacturers and its present phase of PLC. Compare prices of Sports Utility Vehicles in
various countries.( UK,USA, UAE, Germany, Spain, Japan, China, Korea and India)

ANS:
The Product Life Cycle (PLC) of SUVs can be applied to various categories of vehicles
manufactured in the last 30 years. The stages of PLC include Introduction, Growth, Maturity, and
Decline. The top 5 global brands of SUV manufacturers are Ford Motor Company, General
Motors, Audi AG, Kia Motors Corporation, and Groupe Renault. The present phase of PLC for
each brand may vary depending on the specific model and market conditions.
1. Ford Motor Company: The Ford Explorer, a popular SUV model, has experienced a
resurgence in recent years, indicating it may be in the GROWTH PHASE of its PLC. Ford's
recent investment in India, focusing on compact SUVs and battery electric vehicles,
suggests the company is looking to expand its product offerings to cater to changing
market demands.

2. General Motors: The Chevrolet Suburban and Tahoe, both mid-size SUVs, have seen
significant sales growth in recent years, indicating they may be in the growth phase of
their PLC. GM's investment in electric vehicle technology and its partnership with Honda
to develop a new SUV platform also suggest the company is looking to expand its
product offerings to cater to changing market demands.

3. Audi AG: The Audi Q7, a mid-size SUV, has seen steady sales growth in recent years,
indicating it may be in the maturity phase of its PLC. Audi's investment in electric vehicle
technology and its focus on developing high-performance SUVs, such as the Q8, suggest
the company is looking to maintain its market position and attract new customers.

4. Kia Motors Corporation: The Kia Sportage, a compact SUV, has seen significant sales
growth in recent years, indicating it may be in the growth phase of its PLC. Kia's
investment in electric vehicle technology and its focus on developing high-quality SUVs,
such as the Sorento, suggest the company is looking to expand its product offerings and
attract new customers.

5. Groupe Renault: The Renault Koleos, a mid-size SUV, has seen steady sales growth in
recent years, indicating it may be in the maturity phase of its PLC. Renault's investment
in electric vehicle technology and its focus on developing high-performance SUVs, such
as the Arkana, suggest the company is looking to maintain its market position and
attract new customers.
Comparing prices of Sports Utility Vehicles in various countries:

1. UK: The average price of an SUV in the UK is around £35,000, with premium models
costing significantly more.
 2. USA: The average price of an SUV in the USA is around $35,000, with premium models
costing significantly more.
3. UAE: The average price of an SUV in the UAE is around AED 150,000, with premium
models costing significantly more.
4. Germany: The average price of an SUV in Germany is around €40,000, with premium
models costing significantly more.
5. Spain: The average price of an SUV in Spain is around €30,000, with premium models
costing significantly more.
6. Japan: The average price of an SUV in Japan is around ¥4,000,000, with premium
models costing significantly more.
7. China: The average price of an SUV in China is around CNY 200,000, with premium
models costing significantly more.
8. Korea: The average price of an SUV in Korea is around KRW 40,000,000, with premium
models costing significantly more.
9. India: The average price of an SUV in India is around INR 20,00,000, with premium
models costing significantly more.
The prices of SUVs can vary greatly depending on the specific model, features, and market
conditions. It is essential to consider these factors when comparing prices across different
countries.