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Marketing Management-NMIMS-June-17

Marketing Management-NMIMS-June-17

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Q1. Assume that you are planning to buy the first new car for the family. What will be the various stages involved in decision making process of a car? (10 Marks)

 

Case Study for (Q2 and Q3):

The demand for Green Tea has increased in the last few years. M/s ABC launches a new brand of green tea called as “Green Chai” and wants to sell its product in the Indian Market. “Green Chai” is available in tea bags with two flavours ie lemon and honey. Green Chai is naturally rich in antioxidants. The antioxidants help to reduce the harmful effects that stress and pollution may have on your body. The company wants to sell the green chai at 4 rupees each tea bag. It will be available in the size of 10, 20, 30 and 50 units pack size. The company is confused in finding the right market, right segments for “Green Chai”.

 

Q2. You as marketing head of the organisation for Green Chai have been asked to prepare the report on type segmentation for “Green Chai”. (10 Marks)

 

Q3. Answer on the basis of the case above:

Prepare the targeting and positioning strategy for “Green Chai”. (5 Marks)

Explain the promotion mix for “Green Chai”. (5 Marks)

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