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Seat No.: Enrollment
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA SEMESTER 01- • EXAMINATION WINTER 2018
Subject Code: 3519206 Date: 31/12/2018
Subject Name: Fundamentals of Marketing
Time: 10.30 am to 1.30 pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Marks
Q.1 Answer the following Questions.
Define Marketing.
Briefly mention the various categories of new products.
Briefly mention some popular price references that customers have in their
mind while they go for shopping/buying goods.
What is Product Line Length Filling? Give Example.
Define STP.
Explain two methods of demand forecasting.
Define Unwholesome Demand.
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Q.2 Define Product. Explain its 5 levels in detail by taking example. 07
Explain the various stages involved in setting up of a price for a new product. 07
OR
Explain how the consumers perceive the value for any product while buying.
Give a detailed example.
07
Q.3 "Packaging today has become more of a marketing tool than before."
Explain.
07
Give examples of the various types of channel conflicts. Suggest some ways
in which a company can resolve those conflicts.
07
OR
Q.3 Explain concept of segmentation. Also describe various basis of
segmentation with example.
07
What is market intelligence? Explain the steps to improve market
intelligence.
07
Q.4 Explain in detail the process of designing a marketing communication. 07
Explain the Business Buying Process in detail with an example. 07
OR
Q.4 What are various strategies for attracting and retaining customers? 07
Define Marketing Channels. What are the various functions performed by
channel partners?
07
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Q.5 CASE STUDY: BHARAT BEVERAGES
Bharat Beverages is one of the three large players in the beverages industry in India.
It has a portfolio of 10 strong brands in the non-alcoholic, carbonated and noncarbonated,
segment with a huge distribution network helping it have a deepest of
the deep penetration across various geographies of the Indian market. One of its
brands in the black-carbonated segment namely Hotspot, is very popular and has a
market share of about 40 percent.
Hotspot has been in the market leadership position since its launch because of its
unique taste and brand positioning that has been targeted towards the age group of
18-35 years. Since its launch it has maintained high consistency in its positioning
strategy of being a rough and tough brand. In the recent years the market for nonalcoholic,
carbonated soft drinks has seen negligible growth with the existing
players holding on to their market share with no major growth in their overall
revenues over the previous years. As a result many members of the industry
endeavor to diversify their offerings to better compete and gain share.
Bharat Beverages, in order to maintain its market leadership for the Hotspot brand,
is experimenting with the idea of launching a variant of the Hotspot brand. This
variant is understood to be a stronger version of the existing Hotspot brand. This
idea had been the discussion point among the marketing team and product
development team for a few months. The company is not yet clear on the way
ahead. They have appointed you as a consultant to suggest the way forward for this
idea.
Review the questions below and answer them for Bharat Beverages.
Questions:
A. How would you test this idea for its acceptability?
B. How would you position the product in the market? Suggest the POPs,
PODs, Pricing Strategy and brand positioning for the same.
OR
A. Do you think that this new concept in product formulation will meet with
consumer's acceptance?
B. Suggest what various tools of marketing the company can use to market its
new product.
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