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Seat No.: Enrolment
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (PART TIME)- SEMESTER EXAMINATION 2018
Subject Code: 3539903 Date:05/12/2018
Subject Name: Advance Marketing Management
Time: 10:30am To 01:30pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. No. Marks
Q.1 Explain Terms
Decision Support system
Franchising
Non store retailing
Private Label
Hypermarket
Competitive Intelligence
Cause related marketing
14
Q.2 You are a marketing manager of Coca cola India Limited. How
will you conduct marketing research for your product? What steps
would you consider while doing research?
07
What do you mean by brand positioning? Discuss the alternative
approach of brand positioning.
07
OR
What is brand equity? Discuss various brand strategies with
example.
07
Q.3 Draw a PLC diagram. Discuss the strategies used in maturity stage
of PLC.
07
Discuss in detail about Consumer Sales Promotion and trade sales
promotion.
07
OR
Q.3 Explain in detail social media marketing in today's world. 07
What is retailing? Explain various retail marketing strategies. 07
Q.4 Case Impact of Sales Promotion
Mr. Rudra was a successful marketing manager. Ever since he took
charge as the marketing manager in Bharat Food Limited in
Ahmedabad, he continued following a cost-plus pricing method to
set price for chocolates, biscuits and other bakery products. He
allowed liberally trade discounts, cash discounts and other special
concessions on the selling price. He practiced discriminative
pricing policy to satisfy different groups of buyers. Moreover, he
offered various other Sales Promotional incentives during Diwali,
Janmashtami, Eid and such other Indian festivals. He tried all the
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possible tactics to attract/satisfy customers. Continuously for ten
years, the company has achieved nearly 25% of growth in the net
profits. Mr. Keshav, the GM of the company, was quite satisfied
with the stable and gradual progress in the severe competition.
Looking to the stable and sustainable performance of Mr. Ruudra,
the GM had granted him all the powers to decide independently on
the price and pricing-related issues.
One day, Mr. Mr. Keshav met a car accident and died. Mr.
Madhav, the MD had to appoint a new General Manager. Next
month, Mr. Shyam, 40, an ambitious and dynamic man, having 10
years of experience as a senior marketing manager in a leading
company carrying diamond business, who was graduated from
Harward University, appointed a the new GM in the company.
His style was quite different than his predecessor.
Immediately after his appointment, he studied marketing audit
report of last five years, analysed marketing strategies, particularly
pricing strategies and realised the scope of reduce costs and to
actualised more profits. He called Mr. Rudra and adviced to make
the following two major changes in pricing strategies with
immediate effect;
Apply indiscriminative pricing policy.
Reduce price allowances, discounts, seasonal offers and other
incentives to realise more profits.
Mr. Rudra strongly opposed these changes. He warned the
GM regarding adverse impacts of such changes on customers'
satisfaction, dealers interest and hence on the sales. But, the GM
was firm to alter pricing strategies. All the changes were
implemented immediately.
After Three months, sales started declining. Those who
were placing bulk orders started making small orders, sales
department failed to clear bills of credit sales in time. Sales during
Diwali were far below than the previous years. The company
experienced 10% cut in overall sales instead of a gradual growth.
Mr. Shyam, GM, disappointed with the performance of marketing
department. Though the product was standard, price was
reasonable, and the company spent a large amount for advertising,
sales fell down. He called a meeting to investigate the facts.
What were the important elements that caused to achieve 25
stable growth in profits? Discuss in detail, how these elements
worked well?
07
Is it feasible to apply such pricing strategies to boost the overall
sales in the Indian market? Discuss in detail, why customers believe
in Sales Promotions for purchase decision
07
OR
Q.4 How would you evaluate the revised pricing strategy? Assume you
are the marketing manager Mr. Rudra, How you deal with this
revised pricing strategy?
07
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The GM requests you to make suggestions to sustain the previous
growth. Describe your suggestion in precise manner.
07
Q.5
CASE Distribution Channel
Mr. Satyam, the Gm of Beauty Care Ltd., a cosmetic company,
situated in Ahmadabad (Gujarat), held an urgent meeting of all the
sales area offices of the state to discuss the proposed strategy for
newly developed hair oil product. Since last five years, company
had the strategy sell the products via dealers. In the meeting, the
GM asked the officers whether to go for dealership, or
salesmanship. The officers expressed their views one by one;
1. Mr. Raj, the most experienced sales officer said, "Sir, company
must go for dealership and should concentrate on quality and
production."
2. Mr. Manek, a junior young sales officer stated. "Salesmanship is
the most effective option to promote the product and accelerate
sales. Door-to-door selling by lady salesman is an effective option."
3. Mr. Dilip, the recently appointed sales officer said with
confident, "Sir, first we must prepare a powerful team of salesmen
to promote the product aggressively. One the product become
familiar and is accepted by the market, we should go for dealership.
I believe that dealer can sell, but can't promote the product."
4. Miss Salini, the only lady sales officer in the company expressed
her view, "Sir, I believe that retailer in different cities and towns
can do a better job. They have live contact with customer and can
easily promote the product by convincing the regular customer to
try the product. It is better to prepare retailer than salesman. This is
cheaper and the perfect way."
Discuss in detail, the suggestion given by Mr. Dilip Justify his
argument of having Salesmanship over the dealership with suitable
reasons.
07
Whose suggestion GM should follow? Why? 07
OR
Q.5 Discuss in detail, the suggestion given by Miss Salini. Why do you
agree with her, if you are a GM of this company?
07

Critically examined the argument of Mr. Manek with reference to
not adopting dealership. Is there any suggestion other than listed in
the case? Discuss
07