Marketing Management-I

Assignment No. 1
PGDM General (Section C)
Last Date of Submission: 25/07/2014
Q.1. Study the case given below and answer the questions given at the end.
Mr. Harish Jain, CEO of Energetic Enterprises, has established the firm for the
manufacture and marketing of an innovative product. The firm earned a reputation
of its product within two years of its inception and enjoyed monopoly position in the
market for its product. Now it has a turnover of about Rs. 80 crores. Three years
back, some firms entered the market and offered cheap substitutes which were of
better quality.
This year, Mr. Harish Jain is worried because about 40% of the markets share has
already been taken away by the new firms and he is not able to check this trend. Mr.
Jain has been looking after both production and marketing functions though finance
is being looked after by a finance manager having a professional degree in
chartered accountancy. Mr. Jain has recently lowered the price of his product to fight
competitions, but even this has not helped. He has now approached you for advice
to stabilize his sales volume.
Questions:
a) What is the orientation of Mr. Jain in selling his product?
b) What environmental factor have could a worry to Mr. Jain?
c) As a consultant, what strategies will you suggest to check further fall in market
share.
Q.2. Discuss the scope and relevance of the concept of market segmentation? Mr.
'X' has developed a new product which will help people to get rid of the habit of
smoking. The product is made of some herbs and has no side effect. Mr 'X' is now in
the process of giving a suitable name for this Unique Product and subsequently
wishes to market it in Western India. Assuming that you have been hired as a
consultant, suggest suitable answer for the following questions:
Questions:
a) Suggest an appropriate name for the product and justify your choice. Explain the
STP strategy for the above product.
b) How would you go about in creating awareness and educating the target
audience for the product?
Q.3. The herbal shampoo market is valued at around Rupees 100 crores. Nyle, Ayur,
Dabur and Boutique are some of the established brands in the market. Helene
Curtis (JK Group) has introduced a premium herbal shampoo (with variants Shikakai,
henna, Amla and brahmi) priced between Rupees 180 and Rupees 190 (500 ml) for
different types of hair. The proposition is the benefits offered by the variant based
on the combination of herbs. The benefits offered by the variants range from extra

protection and nourishment to color, body and bounce. The shampoos have been
launched under the brand name Premium Herbal Shampoos and they target urban
housewives with a monthly household income of Rs.25, 000. The brand is
distributed through 70,000 retail outlets and 120 Raymond shops. The company has
planned only point of purchase (POP) posters initially and may consider the
electronic media later. The shampoo has an annual advertising expenditure of Rs.
10 crores.
Question:
A) Comment on the marketing mix of JK's Premium Herbal Shampoos and give
suggestions for making it more effective.
Q.4. Think about a recent time when you bought or tried to buy something but were
treated poorly as a customer. What happened? What was the problem? If you ran
the brands company, what would you do to ensure happier and more loyal
customer.