Marketing strategy DEC 2025

Description

Marketing Strategy

Dec 2025 Examination

 

 

Q1. A mid-sized consumer electronics company is planning to expand its operations into a new regional market where customer preferences and competitive dynamics differ significantly from its current markets. The leadership has formed a cross-functional team to develop a marketing strategy. They must review internal strengths and weaknesses, analyse external opportunities and threats, set clear marketing objectives, and plan actionable steps. The company is concerned about allocating resources efficiently and ensuring the new strategy aligns with overall organisational goals. Based on the scenario, how should the marketing team apply the process of creating a marketing strategy to address the challenges of entering a new geographic market, ensuring alignment with organisational goals and effective resource allocation? (10 Marks)

Ans 1.

Introduction

When a mid-sized consumer electronics company plans to enter a new regional market, it faces challenges such as cultural differences, unfamiliar competition, and diverse customer preferences. To succeed, the marketing team must follow a systematic process for creating a marketing strategy that integrates both internal and external perspectives. This involves identifying organizational strengths and weaknesses, analyzing opportunities and threats, setting measurable objectives, and allocating resources efficiently. A well-designed marketing strategy ensures that every decision—whether related to pricing, promotion, or distribution

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Q2. A leading FMCG company has noticed stagnating sales in its flagship product category, despite strong brand recognition and widespread distribution. The marketing team proposes a line extension strategy, introducing new variants related to the existing product line, to attract new customer segments and refresh the brand image. However, some executives argue that product modification—improving quality or adding new features—might yield better results. The company must decide which strategy will best strengthen its market position and foster customer loyalty, while considering cost-effectiveness and potential cannibalization of existing products. Evaluate the strategic decision of a leading FMCG company to implement a line extension strategy in response to stagnating sales in its core product category. Critique the potential risks and benefits of this approach, and justify whether line extension or product modification would be more effective in strengthening market position and customer loyalty. (10 Marks)

Ans 2.

Introduction

In the fast-moving consumer goods (FMCG) industry, product innovation and brand renewal are essential for sustaining growth in competitive markets. When a company experiences stagnating sales in its flagship category, it must decide whether to expand through line extension—introducing new variants under the same brand—or pursue product modification, which enhances existing products through quality improvements or added features. Both strategies aim to rejuvenate consumer interest, attract new segments, and increase brand loyalty. However, choosing the right approach depends on market maturity, consumer expectations, competitive

 

Q3(A). Case Setup: M/s HomeEase

M/s HomeEase is a startup that recently launched a smart home voice-controlled lighting system in the Indian market. The product allows users to control lighting through mobile apps and voice assistants like Alexa and Google Home. Priced at Rs.3,500, it targets tech-savvy homeowners and renters in urban areas.

HomeEase’s initial markets include Bangalore, Pune, Hyderabad, and Delhi NCR, where smart home adoption is on the rise. The product is energy-efficient and positioned as a modern, lifestyle-oriented upgrade for home lighting. The company operates with a limited marketing budget and intends to focus on online sales through its website and platforms like Amazon and Flipkart, supported by influencer-led digital marketing.

Using Ansoff’s Product-Market Growth Matrix, suggest a focused marketing strategy for M/s HomeEase by identifying one key approach from either market penetration, market development, product development, or diversification. Justify your choice. (5 Marks)

Ans 3a.

Introduction

M/s HomeEase, a smart home startup, offers voice-controlled lighting systems catering to tech-savvy urban consumers in cities like Bangalore, Pune, Hyderabad, and Delhi NCR. With a competitive price of Rs. 3,500 and a limited marketing budget, the company relies heavily on online sales and influencer marketing. To achieve sustainable growth in the dynamic Indian smart

 

Q3(B) Case Setup: M/s HomeEase

M/s HomeEase, a smart home solutions startup, offers app-controlled lighting systems priced at Rs.3,500. The product targets urban professionals seeking convenience, energy efficiency, and smart living. The company relies on digital marketing via social platforms and e-commerce sales. It is now looking to integrate digital strategies more cohesively with traditional promotional channels like tech expos and newspaper features.

What challenges will you face while integrating digital marketing with existing traditional marketing efforts for M/s HomeEase? (5 Marks)

Ans 3b.

Introduction

As M/s HomeEase expands its marketing mix, it aims to integrate digital marketing—through social media, influencers, and e-commerce—with traditional methods like tech expos, print media, and newspaper features. This hybrid strategy can help the brand reach both tech-savvy and conventional audiences. However, integrating digital and traditional marketing channels is not without challenges, especially for a startup with limited resources. Addressing these challenges