Gujarat Technological University

Seat No.: ________ Enrolment No.
___________
GUJARAT TECHNOLOGICAL UNIVERSITY

MBA - SEMESTER– II EXAMINATION – WINTER 2019
Subject Code: 4529203 Date: 1-01-2020
Subject Name: Marketing Management
Time: 2.30 PM to 5.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Marks
Q.1 Answer the following Questions. 14
(a) Define Offering.

(b) Explain Point of Parity.
(c) Explain Point of Differentiation.
(d) Define Retailing.
(e) Define Segmentation & Targeting.
(f) Define a Brand.
(g) Define Wholesaling.
Q.2 (a) Explain the concept of Customer Perceived Value in detail. 07

(b) What are the various functions that packaging performs for any product? 07
OR
(b) Define Services. What are the distinctive characteristics of services? 07
Q.3 (a) Explain the various stages involved in setting up of a price for a new 07
product.
(b) Detail out the process of designing a marketing communication. 07
OR
Q.3 (a) Define Marketing Channels. What are the various functions performed by 07
channel partners?
(b) Define Advertising. Explain the 5 M’s of Advertising. 07
Q.4 (a) Define Sales Promotion. Explain few major tools of sales promotion. 07
(b) Explain the Consumer Buying Process in detail with an example. 07
OR
Q.4 (a) What are channel conflicts? Detail out some of the major channel conflicts 07
that may arise?
(b) Explain the Customer Based Brand Equity model. 07
Page 1 of 2
Q.5 CASE STUDY: ONTIME INDUSTRIES LTD.
The timepieces industry popularly includes table clocks (with our without alarm 14
facility), wall clocks and wrist watches. Out of the three, the wrist watches industry
has the highest share in the Indian timepieces industry with about 80 percent. In the
year 2019 the industry as a whole is valued at about Rs. 12,000 crore and is expected
to grow by about 20 percent per annum with the majority of the growth coming from
the wrist watches. This kind of growth was not expected in this industry about a
decade back. But since the last decade slowly the industry has started to grow at a
handsome rate, mainly propelled by the fact that time pieces have now evolved as
not just an item for knowing time but they have become more of a lifestyle item. The
changing Indian demography is also one of the reasons for this shift with increasing
population in the age group of 18-30 and increasing disposable income. This is
evident from the fact that the mid-price segment in the wrist watches, which consist
of watched priced from Rs. 1,000 to Rs. 8,500 is contributed to the growth very
heavily as compared to the other two segments viz. low-price segment (watches with
prices less than Rs. 1,000) and premium-price segment (watches with prices greater
than Rs. 8,500).
The mass segment of the wrist watches is dominated by OnTime Industries Ltd.
(OIL) with another two players with minimum share. OIL has a very strong brand
in the mass segment by the company name itself – ‘OnTime’. In the mid-price
segment and premium-price segment it has no presence. The mid-price and
premium-price segment are dominated by foreign brands so far. To grow further
strong in the markets the company is thinking of launching 1 brand in the mid-price
segment. The company has to develop a variety of product designs for this new brand
in the wrist watches segment. Simultaneously it will also have to work up on the
brand elements for the new brand. The company has appointed you as the consultant
for the same.
Review the questions below and answer them for OnTime Industries Ltd.
Questions:
1. How should the company go about developing new designs and be sure about
their acceptability?
2. What should be the brand positioning strategy for this new brand? – Elaborate
on the brand’s target market, its differentiation strategy.
OR
1. Design the various brand elements for this new brand.

2. The company is thinking of launching this new brand as an extension of its
already very successful brand ‘OnTime’. Should the company do so? Why?
*************
Page 2 of 2

Gujarat Technological University

Uploaded by

Copyright:

Available Formats

Gujarat Technological University

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Gujarat Technological University

Uploaded by

Copyright:

Available Formats

Seat No.: ________ Enrolment No.

GUJARAT TECHNOLOGICAL UNIVERSITY

(a) Define Offering.

Q.2 (a) Explain the concept of Customer Perceived Value in detail. 07

1. Design the various brand elements for this new brand.

You might also like