BBA/B.Com principles of marketing Dec 2024

Description

Principles of Marketing

December 2024 Examination

 

 

1. Rajinder has launched a new coffee shop in Vile Parle West, Mumbai, close to the NMIMS campus. Although Rajinder has many years of experience as a chef, has many unique coffee recipes  and  the  location  of  the cafe  is  also  very  good, there  is  stiff competition from Starbucks and other stand-alone coffee shops. For such a scenario create a marketing strategy for Rajinder’s new coffee shop using the 4P framework.  (10 Marks)

Ans 1.

Introduction

Rajinder’s new coffee shop near the NMIMS campus in Vile Parle West, Mumbai, is well-positioned to attract a diverse clientele, including students, professionals, and locals. Despite the excellent location, unique coffee recipes, and Rajinder’s expertise as a chef, the business faces stiff competition from established players like Starbucks and independent cafes. To thrive in this competitive environment, Rajinder must develop a robust marketing strategy tailored to his business. Using the 4P framework—Product, Price, Place, and Promotion—Rajinder can

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2. The heat and dust of the Paris Olympics have settled and now, the people have moved on to the next big cricketing event. Resultantly the interest in Olympic sports is again on the back burner.  You  have  been  appointed  as  a  marketing  consultant  by  the  Indian Olympic Association to maintain interest in the Olympics among the target audiences. You are required to create a communication plan for maintaining high-interest levels in Olympic sports, among the target audiences.    (10 Marks)

Ans 2.

Introduction

The Paris Olympics captured the imagination of millions, but as the excitement wanes and attention shifts to cricket, maintaining interest in Olympic sports becomes a significant challenge. In India, cricket dominates the sports landscape, often relegating other sports to the sidelines. The Indian Olympic Association (IOA) recognizes the need for a proactive communication plan to sustain the momentum generated during the Olympics and keep Olympic sports relevant year-round. By using a blend of strategic messaging, targeted campaigns, and innovative content, the IOA can engage diverse audiences and inspire a sustained passion for these sports. This communication plan will focus on creating consistent visibility for Olympic athletes,

 

3. You are the marketing director of a new OTT App Relax Entertainment. Your focus is the comedy genre to help consumers unwind. Considering that the commercial launch of your service offering (using the OTT App Relax Entertainment) could be happening soon, answer the following questions:
4. Define and identify the target audience for your service offering. (5 Marks)

Ans 3a.

Introduction

Relax Entertainment, a new OTT app specializing in comedy content, aims to provide consumers with a refreshing way to unwind and de-stress. To ensure a successful launch, identifying and defining the target audience is crucial. The comedy-focused service appeals to individuals seeking light-hearted entertainment amidst their busy lives. By understanding the demographic, psychographic, and

 

1. Create a marketing plan for the service offering. (5 Marks)

Ans 3b.

Introduction

The launch of Relax Entertainment, an OTT app specializing in comedy, requires a strategic marketing plan to penetrate the competitive OTT market. By focusing on brand positioning, content promotion, and audience engagement, the app can effectively attract and retain users. A well-designed plan