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AEREN FOUNDATION’S Maharashtra Govt. Reg. No.: F-11724
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AN ISO 9001 : 2008 CERTIFIED INTERNATIONAL B-SCHOOL
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SUBJECT : International
Marketing Mgt & Research
Q 1.) VIRGIN MOBILE
Questions
Q. 1) Who was the Target Market for Virgin Mobile?
Answer: Virgin Mobile is part of Virgin Group Limited, a
venture capital conglomerate founded by British business tycoon Sir Richard
Branson. Virgin Mobile was the first Mobile Virtual Network Operator which
launched in United Kingdom in 1999 as a joint venture between T-Mobile and
Virgin Group. This means that Virgin Mobile does not maintain its own network;
instead uses long term contracts to use networks and infrastructure of existing
mobile service providers, T-Mobile in this case. After its launch, Virgin Mobile
followed niche marketing and targeted consumers within the age groups of 18 to
35 years. The company marketed its brand smartly among its target market by
creating flashy advertisements and attractive sales outlets. It initially
targeted to tap
Q. 2) What do you understand by Value Creation in context to
this case study?
Answer: Various steps that Virgin is taking to add value to
the customer are on price, quality, technology and social front. Company is
providing the best prices in whichever plan you go, quality of signals is not
only comparable but better than most of the service providers, on technology
front it is the first in India to go for one-touch VAS access from every Virgin
Mobile.
Under the terms of the new services agreement, IBM will begin
transitioning Virgin Mobile USA's existing IT infrastructure and application
suite into its own environment. Simultaneously and continuing over the course
of the next five years, IBM will work with Virgin Mobile USA to develop new and
differentiated wireless applications and service offerings. Specifically, IBM
will provide Virgin Mobile USA with data center outsourcing and application
management services including maintenance and development.
The agreement provides Virgin Mobile USA with yet
Q. 3) Does the customer acquisition and retention strategy
really help Virgin Mobiles?
Answer: The company is aware that they are entering into a
very established and competitive market to position themselves. They understand
that they cannot start making profit from the day one neither they have any
plans for it: According to the patron, Sir Richard “We want to offer a more
customized and significant offering for a single segment.” Only 10% of the
above mentioned segment company targets and have plans to attain and hold them
by various innovative propositions, some of them are:
·
Providing services which were not offered so far
Q. 4.) Study and elaborate the business model of Virgin
mobile?
Answer: Virgin Mobile, a service provider in UK which was
launched in 1999 as the world’s first Mobile Virtual
Network Operator (MVNO). Being a virtual network operator, Virgin Mobile does
not maintain the technical infrastructure for its service offerings instead
uses long term contracts with Mobile Network Operators (T-Mobile in this case)
to use their technical setup. Virgin Mobile was launched as a joint venture
involving T-Mobile and Virgin Group. Virgin Group is a British conglomerate
offering business products like Beverages, Airlines, Trains, Financial
services, Cable TV, Cosmetics and other host of products and services. Each of
these businesses operate
Q 2.) SOTC: An Overview
Questions:
Q. 1. What P’s are involved in marketing mix of services?
Answer:The marketing mix is the set of controllable, tactical
marketing tools that a company uses to produce a desired response from its
target market. It consists of everything that a company can do to influence
demand for its product. It is also a tool to help marketing planning and
execution.
The four Ps of marketing: product,
Q. 2. Explain the People mix with reference to SOTC?
Answer: People are the most important element of any service or experience.
Services tend to be produced and consumed at the same moment, and aspects of
the customer experience are altered to meet the individual needs of the person
consuming it. Most of us can think of a situation where the personal service
offered by individuals has made or tainted a tour, vacation or restaurant meal.
Remember, people buy from people that they like, so the attitude, skills and
appearance of all staff need to be first class. People have an important role
in
Q. 3. State the key to success for SOTC?
Answer: Setting an endeavor may not always be an easy task;
obstacles are bound to come in its way and when this happens, help is welcome
and needless to say without help of those people whom we are mentioning here,
this endeavor would not have been successful. We wish to thank our parents for
their undivided support and interest, who have inspired us and encouraged us to
go our own way, without whom we would unable to complete this project. We are
grateful to our Marketing Professor, MrMenon for his continuous support for the
project, from initial advice in the early stages of conceptual inception, and
through ongoing advice and encouragement to this
Q 3.) ICICI: Hum HaiNaa
Questions
Q. 1. According to u what driven the success of ICICI in
presence of so many nationalizedbanks?
Answer: What’s ICICI’s secret? An uncanny ability to
continually transform its financial products, operational processes, and
customer-facing services by exploiting world-class technologies. Unlike most
Western CEOs, Kamath believes that business and technology are intertwined and
as such must be integrated into a coherent “business technology (BT)” strategy,
which Kamath summarizes into a neat value equation: (People x
Process)^Technology = Value.
Q. 2. What do you understand by customer satisfaction? How
did ICICI gain it?
Answer: Auditing the way of service provided in a branch of
ICICI Bank gives lot more clarity of the services delivered to their customers.
Basically, the service-profit chain establishes relationships between
profitability, customer loyalty, and employee satisfaction, loyalty, and
productivity. The links in the chain (which should be regarded as propositions)
are
Q. 3. How the ICICI did changed the Indian Banking
approaches?
Answer:ICICI Bank is an Indian multinational banking and
financial services company headquartered in Mumbai, Maharashtra. As of 2014 it
is the second largest bank in India in terms of assets and market
capitalization. It offers a wide range of banking products and financial
services for corporate and retail customers through a variety of delivery
channels and specialized subsidiaries in the areas of investment banking, life,
non-life insurance, venture capital and asset management. The Bank has a
network of 3,800 branches and 11,162 ATMs in India, and has a
.
Q. 4. What you understand by Post Decision Process?
Answer: Banking in Indian post nationalization in 1969
projected a picture of a laid back approach, where the basic focus was driven
towards savings and deposits. Most retail customers with banks operated with in
the dictate laid down by banking regulations. Aspects like, banking between 10-
2pm, Saturday half-day, Sunday off day, lag time get
Q 4.) Why Grow Up" Frooti
Questions
Q. 1. What is main objective of the “why grow up “campaign?
Answer: “Why Grow Up” was a campaign started by Parle Agro to
give Frooti new look and new positioning. The campaign was started in 2009 and
now when we look back, it seems that creative agency has done a wonderful job
in creating this campaign. Advocacy is the most powerful means of creating
goodwill and thus creating stronger brand. In all these advertisements, company
has used common people and they are seen playing around with large,
non-symmetrical, funny mango. This is a
great strategy in which brand has given preference to
Q. 2. According to you what impact did the “why grow up
campaign on consumer’s mind?
Answer:Frooti, or Mango Frooti, as it is popularly called, is
the largest-selling ready-to-consume mango drink in India. Launched in 1985, it
is the flagship product of Parle Agro Pvt. Ltd. When it was launched, it took
the country by storm as it was the only beverage sold in an innovative Tetra
Pak packaging which was a new concept for Indian consumers.
Ever since its launch, Frooti has acquired a large market
share and continues to be the most popular mango drink even today. The tagline
“Mango Frooti - Fresh and Juicy” has huge brand recall value for consumers and
has helped the brand strengthen and consolidate
Q. 3. What role do the packaging plays create an image of
brand like frooti?
Answer:When Frooti was launched in a green rectangular
tetrapak as a ready-to-serve mango drink, it was a first of its kind in India.
Since, the packs could be carried easily and conveniently, the packaging played
a major role behind making the product popular. The catchy tagline helped the
brand gain an unparalleled recall value in the product category, as Chauhan
says, “One of the reasons, due to which Frooti has been able to maintain its
leadership position, is the brand’s unique ability to change that has kept it
true to its essence, “Fresh ‘n’ juicy.”The brand, initially
Q. 4. How successful the “why grow up” campaign?
Answer:The copy writing of Mango Frooti like where one of the
print ad says “Sip It Like Nobody’s Watching” is really nice and catchy and in
another where there is an empty frootibottle,its bit creative it shows that how
frooti has a soothing effect on people.I feel Mango frooti should come up with
more creative and innovative ads. There are print ads which are a part of their
recent campaign “Why Grow Up”. These ads are actually creative,where pictures
do all the talking it doesn’t even confuse the audience. There is one of the
digital ad which appeared in one of
Dear
students get fully solved assignments
Send
your semester & Specialization name to our mail id :
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