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Marketing Management-NMIMS Apr 18

Marketing Management-NMIMS Apr 18

Marketing Management

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Q1. Construct the 4P's of Marketing Mix for Starbucks Coffee chain in India alongwith the 3 extended P's for Services. (10 Marks)

Q2. You are the Chief Marketing Officer for Apple India. Conduct a macro external environmental analysis on 8 factors & suggest whether India is an attractive market for higher range of iphone devices such as iPhone 8, iPhone 8plus & iPhoneX? (10 Marks)

Q3. You are an Italian shoe making firm by the name of “Scarpa¡” & your target audience is primarily middle class in Europe. You wish to enter the Indian market looking at India¡’s vast middle class segment which is your intended target market.

  1. Which one of the following pricing strategies would you wish to pursue in India? Explain the reasons behind choosing this pricing strategy (5 Marks)
  • Full Cost pricing
  • Psychological pricing
  • Premium pricing

b. Given that Scarpa is a new entrant into India, describe atleast 6 innovative sales promotions campaign aimed at Indian consumers (5 Marks)

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