Author name: Saurabh

NMIMS SEMESTER 4 MARKETING ASSIGNMENTS NMIMS Sem 4 December 2023 Marketing Assignments Business: Ethics, Governance & Risk 1. Choose any ONE listed company from the BSE/NSE list of top 150 companies by turnover. Locate the Business Responsibility & Sustainability Report or ESG Report (under Statutory Report) in the Annual Report of 2022-23. Read through the following; Explain in your own words the company’s relationship with water as a resource including what are its water related risks, opportunities and financial implications. How does business manage/approach all its water related issues and initiatives as an overall business strategy such that it minimizes its negative impact on the environment as well as the local communities. (use quantitative data to support your answer where required). DO NOT copy paste. 2. Go through the Code of Conduct and all other corporate policies published on the company’s website. (Can use the same company as in Q1 or another company from the same list) Write an executive summary in your own words about all the key points/parameters covered in the code of conduct plus ONE other policy (NOT csr policy). Conclude with your observations and insights about what both of them are meant to achieve. DO NOT copy paste. 3. Today pollution is a growing health concern globally. It is seen as an essential evil on the path of economic growth and social development. Yet it needs to be addressed for all of us to have a reasonably good quality of life and access to clean air and water is a basic Human Rights. a. Do you think pollution is ethically consumer responsibility as well? Why do you think so?  b. Explain atleast two ethical dilemmas faced by companies while trying to reduce their pollution levels. Research Methodology 1. Compare and contrast qualitative and quantitative research methods. Apollo hospitals wants to investigate the factors contributing to patient satisfaction in their hospitals. Develop a research plant using mixed-method approach and outline the steps you would take to conduct research. 2. Netflix is interested in examining the relationship between user interface design and customer satisfaction. How would you design an experimental study to investigate this relationship, and what variables would you manipulate and measure? 3. The once-promising metaverse, envisioned as the future of virtual reality, has faced a remarkable and abrupt downfall. Its rise and fall present a unique opportunity to explore the intricate challenges of constructing interconnected virtual worlds. This article investigates the contributing factors to the metaverse’s demise and examines the valuable lessons learned from this ambitious venture. Originally introduced as “Meta,” an offspring of popular media such as “Tron” and “Second Life,” the metaverse gained significant attention and investment frenzy. However, a lack of clear direction and coherent vision for the product ultimately led to its decline. As the tech industry shifted its focus to generative AI, the fate of the metaverse was sealed, landing it among the failed ideas in the tech industry’s graveyard. This short-lived and inglorious ending of the metaverse serves as a harsh critique of the tech industry that once championed its creation. a. Develop qualitative questions for conducting interview to understand if Metaverse has actually failed? b. Interview 4-5 respondents for with the questions formulated and generate themes to evaluate the future of metaverse? Digital Marketing Ms. Sophia envisions establishing an innovative app called “Jewels4All” dedicated to offering a wide range of jewelry pieces. Jewels4All will act as a comprehensive aggregator platform for jewelry vendors, both established brands and independent artisans, to showcase and sell their products. The app will also feature a collection of exquisite jewelry designed and manufactured in-house. The app’s unique selling proposition (USP) will be providing customers access to high-quality jewelry at competitive prices, enabled by bulk purchasing and a robust digital marketing strategy. The company plans to exclusively focus on digital marketing, forgoing traditional media channels. 1. How will you promote Jewels4All on the online platforms? 2. Assume you plan to launch a campaign to promote the Jewels4All where the main objective is to create brand awareness for the masses. The campaign will be done at the national level with a very high budget. Explain the seven stages for setting up a marketing campaign for the brand Jewels4All. a. Explain the key activities involved in the campaign set up for the Brand Jewels4All. b. What are the key activities involved in monitoring the campaign for Jewels4All? Marketing Research 1. Apple Inc. sees a decline in sale of iPhone in India. They perceived that the new launches such as foldable smartphones by competitors are a threat to their products. They hire you in a role of market researcher and give a task to understand customer preferences for foldable smartphones. Develop a survey questionnaire that captures consumers’ opinions and features, design, price, and brand reputation. 2. Fab India wants to introduce a new clothing line targeting millennial. As a market researcher, develop a questionnaire to conduct in-depth interviews with a representative sample of millennial to understand their fashion preferences, lifestyle, and purchasing behavior. List down the questions and analyze them using thematic analysis. 3. UrbanHomes Developers, a renowned real estate company, is exploring the idea of building a new and innovative housing project in the bustling city of Navi Mumbai, India. The vision is to create a modern living haven that combines contemporary design,sustainable features, and a vibrant community lifestyle. As the project’s market researcher, the goal is to understand potential buyers’ preferences, budget constraints, and location preferences to shape the development according to their needs and aspirations. A. As a market researcher, design a survey based questionnaire to assess potential buyers’ preferences, budget constraints, and location preferences for the new housing development. The survey must include both qualitative and quantitative questions. B. Identify the Target Market and characteristics of ideal respondents. Services Marketing Q1. You are the owner of a retail chain. You currently have consumer durables, groceries and private label clothing range for kids, men, and women. The price point is low and the quality

NMIMS Semester 3 December 2023 Marketing Assignments  Customer Relationship Management Q1. Raghav has started his business and is doing it successfully for quite some time. However, the business has been undergoing a tough competition in the last couple of years and he is planning to start CRM practices for his organization. As a consultant what would you advise him regarding the advantages, disadvantages of CRM. What will you advise him on the prospects of CRM? Q2. Your company manufactures LED bulbs for sales both in B2B and B2C markets. However, to build relationships you feel there is a strong need to partner with major customers. Your consultant friend has explained to you about the concept of reciprocation. How would you use the concept of reciprocation to build a strong relationship with your customers? Q3. As a Chief Technological Officer, you are about to implement, a CRM solution in your organisation? How will you: a. Build a strong database of your customers? Modify and update it as necessary? What will be your sources of data? b. How will you build a CRM roadmap for your technological implementation? Marketing Strategy 1. Take any corporate of your choice and explain various levels of strategy for that organization. 2. Assume you are planning to start your own start-up and you have decided to start the same with a clear Vision, Mission, Goals, and objectives. Create and elaborate on the same. (You can decide any business of your choice) 3. a) Explain the concept of need, want, and demand for the footwear category. b) Explain the 7P’s of Marketing for any restaurant of your choice. Consumer Behaviour Q1. A study in 2021 by People Research on India’s Consumer Economy (PRICE) in partnership with the National Payments Corporation of India on Digital Payments has estimated that around 61% of Indian households will be doing digital payments by 2025 if the enabling environment for that is created. The break-up of the households across 3 broad income groups viz. Rich, Middle Class and Poor for digital payments is as under: Class No. of Households in Millions expected to do Digital Payments by 2025 % Share Rich 36.0 23.6% Middle Class 61.0 40.2% Poor 55.0 36.2% Total 152.0 100.0% It is obvious that the Poor Class is going to be much bigger in Digital Payments compared to the Rich and almost similar in share compared to the Middle Class, though their average ticket size is going to be smaller. It is also clear that in order the realise the potential number of 55 million Households the poor will need the highest support and hand-holding From a consumer buying perspective what are the things think the Government Authorities along with banks and financial institutions do to enable a faster adoption of Digital Payments across the poorer and economically backward sections of the society. Q2. Age has 2 broad categories – chronological age and Subjective Age which is different from chronological age. Subjective Age has 4 dimensions. Analyse how the 4 dimensions of Age will impact the purchase choices for consumers buying cosmetics and ready-to-wear clothes. Q3. Answer the following a) A company in USA has developed a Gluten Meter which is device that measure the gluten content in the food a consumer wants to consume. Gluten is a group of proteins found in wheat, barley, rye, and their derivatives. It’s what gives dough its elasticity and helps baked goods maintain their shape. While gluten is responsible for the desirable texture of many baked products, it can aggravate diabetes and obesity. Since India has the highest number of diabetics in the world this American wants to understand the attitude of people towards Gluten and Gluten Meters. How will they be able to understand the attitude of the consumer to this. b) How will you use hemispheric laterization to influence consumers to buy a particular brand of a lifestyle home theatre system like Bose. Sales Management Q.1 Assume you are a sales manager. You will be opening a new branch for which you intend to promote one of the existing salespersons as a branch sales manager. What criteria or qualities would you look for in selecting a person for the position of branch sales manager? Q.2 Take any product/service of your own choice & explain the Personal Selling process. Q.3 Read the case & answer the questions based on the case: Krishna Kumar, the marketing manager of MM Marketing Company was thinking how to go about designing sales territories, assigning salespeople to the territories and setting sales quotas, particularly as the product was new. The new product, called Swishflow fan was a unique kind of a table fan with attractive air-conditioner like looks. Considering the initial production capacity of 1,00,000 numbers in the first year, Krishna Kumar decided to market the product in and around Mumbai, where the marketing and sales office was located. The target consumers were household as well as commercial organizations, who could use this product as table-fan and wall-mounted fan. Krishna Kumar thought that the territory design should include geographical areas with high market potential for achieving the sales budget of 1,00,000 numbers in the first year and a growth of 25 % per year for subsequent four years. He calculated a sales force size of seven numbers, and decided to launch the product initially in major metros and cities in Maharashtra and Gujarat. Krishna Kumar was of the view that sales quotas should consider sales volume, selling expense, and also number of sales calls per day, in order to have a proper control on salespeople. He wondered how to design sales territories, what criteria should he consider while assigning salespersons to territories, and how to design the sales quotas considering the factors mentioned above. Questions: a) If you were Krishna Kumar, how would you design the sales territory? b) Suggest a suitable selling strategy for the new launch International Marketing Q1. Your company is a manufacturer of Incense sticks, also called Agarbatti, from India and are