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Marketing Management-NMIMS Dec-16

Marketing Management-NMIMS Dec-16

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Case Study:

There are many retail coffee players in the metro market like Starbucks, Café coffee Day, Costa café etc. The competition is intense among these players. A young entrepreneur Mr. Modi plans to start a new chain of outlets for Tea named as “Chai pe Charcha” and he hires you as a marketing manager for the same. Mr. Modi wants to sell the cup of tea in the range of Rupees 50/- to 350/-.The company plans to open outlet in Mumbai, Delhi and Bangalore. The company wants to open 5 outlets in each city. Mr. Modi wants you to suggest on the following marketing plan:


Q1. What will be the strategy for segmentation, targeting and positioning for the retail outlet “Chai pe Charcha”? (10 Marks)


Q2. Explain the promotion mix that you will use for “Chai pe Charcha”. (10 Marks)


Q3a) From the above given case, select any one city and list down the exact location for five outlets and the reason for selecting the location. (5 Marks)


Q3b) What are the various types of service that you will provide to your customer so that the customer loyalty is maintained? (5 Marks)

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