SUBJECT : International Marketing Mgt & Research

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SUBJECT : International Marketing Mgt & Research
Q 1.) VIRGIN MOBILE
Questions
Q. 1) Who was the Target Market for Virgin Mobile?
Answer: Virgin Mobile is part of Virgin Group Limited, a venture capital conglomerate founded by British business tycoon Sir Richard Branson. Virgin Mobile was the first Mobile Virtual Network Operator which launched in United Kingdom in 1999 as a joint venture between T-Mobile and Virgin Group. This means that Virgin Mobile does not maintain its own network; instead uses long term contracts to use networks and infrastructure of existing mobile service providers, T-Mobile in this case. After its launch, Virgin Mobile followed niche marketing and targeted consumers within the age groups of 18 to 35 years. The company marketed its brand smartly among its target market by creating flashy advertisements and attractive sales outlets. It initially targeted to tap



Q. 2) What do you understand by Value Creation in context to this case study?
Answer: Various steps that Virgin is taking to add value to the customer are on price, quality, technology and social front. Company is providing the best prices in whichever plan you go, quality of signals is not only comparable but better than most of the service providers, on technology front it is the first in India to go for one-touch VAS access from every Virgin Mobile.
Under the terms of the new services agreement, IBM will begin transitioning Virgin Mobile USA's existing IT infrastructure and application suite into its own environment. Simultaneously and continuing over the course of the next five years, IBM will work with Virgin Mobile USA to develop new and differentiated wireless applications and service offerings. Specifically, IBM will provide Virgin Mobile USA with data center outsourcing and application management services including maintenance and development.
The agreement provides Virgin Mobile USA with yet



Q. 3) Does the customer acquisition and retention strategy really help Virgin Mobiles?
Answer: The company is aware that they are entering into a very established and competitive market to position themselves. They understand that they cannot start making profit from the day one neither they have any plans for it: According to the patron, Sir Richard “We want to offer a more customized and significant offering for a single segment.” Only 10% of the above mentioned segment company targets and have plans to attain and hold them by various innovative propositions, some of them are:
·         Providing services which were not offered so far


Q. 4.) Study and elaborate the business model of Virgin mobile?
Answer: Virgin Mobile, a service provider in UK which was launched in 1999 as the worlds first Mobile Virtual Network Operator (MVNO). Being a virtual network operator, Virgin Mobile does not maintain the technical infrastructure for its service offerings instead uses long term contracts with Mobile Network Operators (T-Mobile in this case) to use their technical setup. Virgin Mobile was launched as a joint venture involving T-Mobile and Virgin Group. Virgin Group is a British conglomerate offering business products like Beverages, Airlines, Trains, Financial services, Cable TV, Cosmetics and other host of products and services. Each of these businesses operate



Q 2.) SOTC: An Overview
Questions: 
Q. 1. What P’s are involved in marketing mix of services?
Answer:The marketing mix is the set of controllable, tactical marketing tools that a company uses to produce a desired response from its target market. It consists of everything that a company can do to influence demand for its product. It is also a tool to help marketing planning and execution.
The four Ps of marketing: product,



Q. 2. Explain the People mix with reference to SOTC?
Answer: People are the most important element of any service or experience. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the individual needs of the person consuming it. Most of us can think of a situation where the personal service offered by individuals has made or tainted a tour, vacation or restaurant meal. Remember, people buy from people that they like, so the attitude, skills and appearance of all staff need to be first class. People have an important role in



Q. 3. State the key to success for SOTC?
Answer: Setting an endeavor may not always be an easy task; obstacles are bound to come in its way and when this happens, help is welcome and needless to say without help of those people whom we are mentioning here, this endeavor would not have been successful. We wish to thank our parents for their undivided support and interest, who have inspired us and encouraged us to go our own way, without whom we would unable to complete this project. We are grateful to our Marketing Professor, MrMenon for his continuous support for the project, from initial advice in the early stages of conceptual inception, and through ongoing advice and encouragement to this



Q 3.) ICICI: Hum HaiNaa
Questions
Q. 1. According to u what driven the success of ICICI in presence of so many nationalizedbanks?
Answer: What’s ICICI’s secret? An uncanny ability to continually transform its financial products, operational processes, and customer-facing services by exploiting world-class technologies. Unlike most Western CEOs, Kamath believes that business and technology are intertwined and as such must be integrated into a coherent “business technology (BT)” strategy, which Kamath summarizes into a neat value equation: (People x Process)^Technology = Value.


Q. 2. What do you understand by customer satisfaction? How did ICICI gain it?
Answer: Auditing the way of service provided in a branch of ICICI Bank gives lot more clarity of the services delivered to their customers. Basically, the service-profit chain establishes relationships between profitability, customer loyalty, and employee satisfaction, loyalty, and productivity. The links in the chain (which should be regarded as propositions) are



Q. 3. How the ICICI did changed the Indian Banking approaches?
Answer:ICICI Bank is an Indian multinational banking and financial services company headquartered in Mumbai, Maharashtra. As of 2014 it is the second largest bank in India in terms of assets and market capitalization. It offers a wide range of banking products and financial services for corporate and retail customers through a variety of delivery channels and specialized subsidiaries in the areas of investment banking, life, non-life insurance, venture capital and asset management. The Bank has a network of 3,800 branches and 11,162 ATMs in India, and has a



Q. 4. What you understand by Post Decision Process?
Answer: Banking in Indian post nationalization in 1969 projected a picture of a laid back approach, where the basic focus was driven towards savings and deposits. Most retail customers with banks operated with in the dictate laid down by banking regulations. Aspects like, banking between 10- 2pm, Saturday half-day, Sunday off day, lag time get


Q 4.) Why Grow Up" Frooti
Questions
Q. 1. What is main objective of the “why grow up “campaign?
Answer: “Why Grow Up” was a campaign started by Parle Agro to give Frooti new look and new positioning. The campaign was started in 2009 and now when we look back, it seems that creative agency has done a wonderful job in creating this campaign. Advocacy is the most powerful means of creating goodwill and thus creating stronger brand. In all these advertisements, company has used common people and they are seen playing around with large, non-symmetrical, funny mango.  This is a great strategy in which brand has given preference to




Q. 2. According to you what impact did the “why grow up campaign on consumer’s mind?
Answer:Frooti, or Mango Frooti, as it is popularly called, is the largest-selling ready-to-consume mango drink in India. Launched in 1985, it is the flagship product of Parle Agro Pvt. Ltd. When it was launched, it took the country by storm as it was the only beverage sold in an innovative Tetra Pak packaging which was a new concept for Indian consumers.
Ever since its launch, Frooti has acquired a large market share and continues to be the most popular mango drink even today. The tagline “Mango Frooti - Fresh and Juicy” has huge brand recall value for consumers and has helped the brand strengthen and consolidate


Q. 3. What role do the packaging plays create an image of brand like frooti?
Answer:When Frooti was launched in a green rectangular tetrapak as a ready-to-serve mango drink, it was a first of its kind in India. Since, the packs could be carried easily and conveniently, the packaging played a major role behind making the product popular. The catchy tagline helped the brand gain an unparalleled recall value in the product category, as Chauhan says, “One of the reasons, due to which Frooti has been able to maintain its leadership position, is the brand’s unique ability to change that has kept it true to its essence, “Fresh ‘n’ juicy.”The brand, initially



Q. 4. How successful the “why grow up” campaign?
Answer:The copy writing of Mango Frooti like where one of the print ad says “Sip It Like Nobody’s Watching” is really nice and catchy and in another where there is an empty frootibottle,its bit creative it shows that how frooti has a soothing effect on people.I feel Mango frooti should come up with more creative and innovative ads. There are print ads which are a part of their recent campaign “Why Grow Up”. These ads are actually creative,where pictures do all the talking it doesn’t even confuse the audience. There is one of the digital ad which appeared in one of

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