NMIMS Global Access- Marketing Management
School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for June 2023 Examination
Assignment Marks: 30
Instructions:
- All Questions carry equal marks.
- All Questions are compulsory
- All answers to be explained in not more than 1000 words for question 1 and 2 and for question 3 in not more than 500 words for each subsection. Use relevant examples, illustrations as far as possible.
- All answers to be written individually. Discussion and group work is not advisable.
- Students are free to refer to any books/reference material/website/internet for attempting their assignments, but are not allowed to copy the matter as it is from the source of reference.
- Students should write the assignment in their own words. Copying of assignments from other students is not allowed.
- Students should follow the following parameter for answering the assignment questions.
For Theoretical Answer
Assessment Parameter | Weightage |
Introduction | 20% |
Concepts and Application | 60% |
related to the question | |
Conclusion | 20% |
For Numerical Answer
Assessment Parameter | Weightage | ||
Understanding and usage | 20% | ||
of the formula | |||
Procedure / Steps | 60% | ||
Correct | Answer | & | 20% |
Interpretation | |||
Q.1 Tata Motors is all set to launch its electric car Tata CURVV. It has decided a price range of approx. ₹15.00 – ₹ 20.00 Lakh with an automatic transmission. Based on the above information, as a marketing consultant, suggest a suitable segmentation plan for the newly launched brand (suggest a suitable type of segmentation with appropriate justification). Based on the type of segmentation, suggest an appropriate Positioning strategy with
justification. (10marks)
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for June 2023 Examination
Q.2 Your friend is planning to purchase a laptop for routine usage & is seeking your guidance for the same. Practically guide him through the steps of consumer buyer decision
making process. (10marks)
Q.3 Read the case & answer the questions based on the case:
Aahar fast food is a very popular evening/late night joint targeting young students, young couple, and even family. It serves delicious food & customers have always appreciated their service too. It has its presence in the market since last 10 years in Mumbai & are planning a Pan-India launch. As a consultant help them with the following:
- Recommend an advertising strategy for the launch focusing on appropriate message decisions & specific media vehicles (combination of media vehicles is expected
including social media). (5marks)
- Suggest at least two sales promotional tools at consumer-level for the new launch
with appropriate justification. (5marks)
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