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Marketing Management
Apr 2025 Examination
PLEASE NOTE: This assignment is application based, you
have to apply what you have learnt in this subject into real life scenario. You
will find most of the information through internet search and the remaining
from your common sense. None of the answers appear directly in the textbook
chapters but are based on the content in the chapter
Q1. Meera's family recently moved
to Pune, and she wanted to buy a washing machine for their new home. Her
decision-making process involved several steps. Initially, she identified the
need after struggling with handwashing clothes. She began researching online,
reading reviews, and watching videos comparing brands. Her search revealed that
consumers valued energy efficiency, ease of use, and after-sales service.
At a local electronics store, Meera
interacted with a salesperson who emphasized the features of a mid-range
washing machine that matched her requirements. However, her children were drawn
to another model with a colorful digital display. Influenced by her family’s
preferences and the salesperson’s advice, Meera decided on a slightly costlier
model that included advanced features and a sleek design.
After the purchase, Meera felt
satisfied because the machine exceeded her expectations, offering convenience
and efficiency. However, a week later, she faced issues with installation
delays, which slightly dampened her overall experience. Question
Analyze the factors influencing
Meera’s buying behavior and decision-making process in this case. Suggest how
the store could improve its post-purchase services to enhance customer
satisfaction. (10 Marks)
Ans 1.
Introduction
Consumer
buying behavior is influenced by a complex interplay of psychological, social,
cultural, and economic factors. In the case of Meera, her purchase decision for
a washing machine was shaped by multiple factors, including personal needs,
external influences, and post-purchase experiences. Moving to a new city and
facing the challenge of washing clothes manually created a strong need,
prompting her to explore available options through online research. Her
evaluation process was influenced by product reviews, salesperson
recommendations, and family preferences. Ultimately, she chose a model that
aligned with both functional and
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Q2. Rahul owns EcoLife, a brand
specializing in eco-friendly personal care products like biodegradable
toothbrushes and organic soaps. Initially, Rahul tried to appeal to all
customer segments but struggled with low sales and weak brand recognition.
After consulting a marketing expert, he decided to adopt a customer
value–driven marketing strategy.
Rahul identified urban millennials
as his target audience—individuals concerned about sustainability and willing
to pay a premium for eco-friendly products. He tailored his products and
marketing efforts to their preferences by offering subscription plans,
attractive packaging, and detailed product stories about sustainability.
Rahul also partnered with
influencers to promote EcoLife on social media and created engaging educational
content about environmental impact. Within six months, sales grew by 40%, and
his customer base expanded significantly. However, scaling up production to
meet increased demand remained a challenge.
Question
Evaluate how Rahul’s customer
value–driven marketing strategy helped EcoLife create value for its target
customers. Suggest one way Rahul can
address the challenge of scaling production while maintaining quality. (10
Marks)
Ans
2.
Introduction
In
today’s competitive market, businesses must adopt strategies that align closely
with customer values to create brand differentiation and drive growth. Rahul’s
brand, EcoLife, initially struggled with weak sales and low brand recognition
due to a broad, unfocused approach. However, by adopting a customer
value–driven marketing strategy, he identified urban millennials as his key
target audience—individuals who prioritize sustainability and are willing to
invest in eco-friendly products. By tailoring his products, marketing efforts,
and brand positioning to meet their preferences, Rahul successfully built a
strong brand identity and increased sales by 40% within six months. His
strategy included subscription
.
Q3 (A) Aditi Sharma owns a boutique
home décor store, Artisan Elegance, in Bengaluru. She noticed that her sales
had plateaued despite having unique, handcrafted products. Her store's website
lacked detailed product descriptions and had minimal customer engagement
features. To address these challenges, Aditi revamped her website to include
high-quality images, personalized product suggestions based on browsing
history, and an option for customers to share their home décor stories.
She also launched a social media
campaign encouraging customers to post photos of her products in their homes
using the hashtag #ArtisanEleganceHomes. In return, participants received
discount coupons. The campaign gained traction, leading to increased social
media engagement and website visits. Many customers reported feeling more
connected to the brand, stating that the personal touch enhanced their shopping
experience.
Six months later, Aditi observed a
30% increase in sales and a noticeable improvement in repeat customers.
However, she also encountered challenges, such as managing increased website
traffic and responding to numerous customer queries on social media.
Question
Analyze how Aditi created customer
value and engagement for Artisan Elegance. Discuss the role of technology and
personalized marketing in her strategy. Suggest one improvement to her current
approach to address the challenges she faces. (5 Marks)
Ans
3a.
Introduction
Aditi
Sharma’s boutique home décor store, Artisan Elegance, faced stagnant sales
despite offering unique handcrafted products. Recognizing the need to enhance
customer engagement and digital presence, she revamped her website and
leveraged social media to create a more interactive shopping experience. Her
approach included high-quality product images, personalized recommendations, and
user-generated content through the hashtag #ArtisanEleganceHomes. This
strategy successfully increased customer engagement, strengthened brand
loyalty, and resulted in a 30% rise in sales within six months. However,
managing website
Q3 (B) Ravi Patel runs a premium bakery, Sweet
Cravings, in Mumbai, known for its artisan cakes and pastries. While customers
appreciated the quality of his offerings, some found the prices high compared
to competitors. Ravi decided to analyze his pricing strategy to balance
customer perceptions and profitability.
He conducted a survey and
discovered that customers valued the use of organic ingredients, unique
flavors, and personalized designs. To capture this value, Ravi introduced a
tiered pricing strategy: a standard range for budget-conscious customers, a
premium range for those seeking exclusivity, and a customizable luxury range
for special occasions.
Additionally, he improved
communication of value through detailed product descriptions highlighting the
premium ingredients and craftsmanship. Over the next three months, Ravi saw an
increase in overall sales and customer satisfaction, though some customers in
the standard range expressed concerns about affordability. Question
Analyze how Ravi’s pricing strategy
reflects an understanding of customer value. Suggest one solution to address
the affordability concerns of customers in the standard range while maintaining
profitability. (5 Marks)
Ans 3b.
Introduction
Ravi
Patel’s premium bakery, Sweet Cravings, faced pricing concerns despite being
known for artisan cakes and pastries. Customers appreciated the use of
organic ingredients, unique flavors, and customized designs, but some found
the prices high compared to competitors. To address this, Ravi introduced a tiered
pricing strategy, offering a standard range for budget-conscious buyers, a
premium range for exclusive options, and a luxury range for custom-designed
creations. This strategy increased sales and customer satisfaction,
though affordability concerns persisted among standard-range customers.
Concept
and Application
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