B2B Marketing-1st-2016-NMIMS

B2B Marketing-1st-2016-NMIMS
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Q1. As a manufacturer of CCTV camera, prepare Segmentation, Targeting & Positioning strategy for the same. (10 Marks)
Q2. An automobile component OEM manufacturing alternators has appointed your advertising agency to design the promotional strategy for their product. You are required to prepare a marketing communication campaign & select appropriate media vehicle for the same keeping in mind the target audience. (10 Marks)
Q3. Read the following Case & solve the questions given: Unique Chemicals is currently in the business in B2B segment & are involved in marketing & selling chemicals and equipments that are required for cleaning in the hospitality industry. Their major clientele comprises of 5 star & 3 star hotels, restaurants, hospitals & corporate. The Managing Director of the company is currently facing a challenge of sustaining the clients as there is cut throat competition. One of the major & loyal clients (XYZ )of Unique Chemicals in the hotel industry has discontinued purchase of supplies from them as a competitor has approached XYZ & has offered all the supplies at a throw away price as compared to what Unique Chemicals offers. There was no communication from XYZ regarding this change. Since there were no orders from XYZ, Unique Chemicals approached XYZ & got the communication that they have changed the vendor.
Questions: a. Suggest strategy which should be adopted by Unique Chemicals to acquire business from XYZ. (5 Marks)
b. Recommend a promotional strategy to be adopted by Unique Chemicals in general. (5 Marks)
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