Course: Marketing Management

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NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Management

Internal Assignment Applicable for December 2015 Examination

Assignment Marks: 30

1. You plan to launch an online company “www.bookreaders.com” which will deal into selling of books and stationary products. The company currently has presence only in Mumbai and Delhi. Prepare in detail the marketing strategy that you will adopt to promote the online company. (10 Marks)

Answer : 1. Identify Business Goals

Every piece of your social media strategy serves the goals you set. You simply can’t move forward without knowing what you’re working toward.

Look closely at your company’s overall needs and decide how you want to use social media to contribute to reaching them.

You’ll undoubtedly come up with several personalized goals, but there are a few that all companies should include in their strategy—increasing

2. Explain the pricing and distribution strategy that you will adopt for www.bookreaders.com. (10 Marks)

Answer: Marketing strategies are the result of a meticulous market analysis. A market analysis forces the entrepreneur to become familiar with all aspects of the market so that the target market can be defined and the company can be positioned in order to garner its share of sales. A market analysis also enables the entrepreneur to establish pricing, distribution, and promotional strategies that will allow the company to become profitable within a competitive environment. In addition, it provides an indication of the growth potential within the industry, and this will allow you to develop your own estimates for the future of your business.

3. Explain in detail the segmentation, targeting and positioning for book readers. The segmentation should specifically cover geographic, demographic, Psychographic and Behavioral segmentation. (10 Marks)

Answer : Suppose you have an idea for a great new offering you hope will become a hot seller. Before you quit your day job, you’ll need to ask yourself, “Does my idea satisfy consumers’ needs and add value to existing products?” “Who’s going to buy my product?” and “Will there be enough of these people to make it worth my while?”

Certain people will be more interested in what you plan to offer than others. Not everyone needs homeowners’ insurance, not everyone needs physical therapy services, and not every organization needs to purchase vertical lathes or CT scanners. Among

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