Course: Marketing Management

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NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Management

Internal Assignment Applicable for September 2016 Examination

Assignment Marks: 30

Instructions:

·         All Questions carry equal marks.

·         All Questions are compulsory

·         All answers to be explained in not more than 1000 words for question 1 and 2 and for question 3in not more than 500 words for each subsection. Use relevant examples, illustrations as far aspossible.

·         All answers to be written individually. Discussion and group work is not advisable.

·         Students are free to refer to any books/reference material/website/internet for attempting theirassignments, but are not allowed to copy the matter as it is from the source of reference.

·         Students should write the assignment in their own words. Copying of assignments from otherstudents is not allowed.

Assume you are the Marketing Head of an organisation which has recently started selling “Dant Shakti” toothpaste in India. The toothpaste has been manufactured with ayurveda concept. The company has test marketed the product in selected few market and the response has been good. The company now plans to go for national launch. Some of the task that has been given to you as mentioned below:

Question. 1. How would you segment the market for the Ayurveda toothpaste “Dant Shakti”?(10 Marks)

Answer:Being a marketing head of Dant Shakti, it would be the major part of marketing head’s duty to make sure that the marketing of the product is being operated properly. There are various marketing strategies that can be applied for toothpaste marketing but as the marketing head of Dant Shakti, it would be the major part of marketing head’s duty to never ignore the covering area or covering market of the product. In this case, the Dant Shakti toothpaste needs marketing and selling strategies for rural and urban areas of India. So, the strategy should contain all the necessary aspects that can allow marketing head of Dant Shakti to do his job efficiently.

Question.2. Distribution is the biggest challenge in India as the market is divided into Urban andrural market. How would you distribute Ayurveda toothpaste “Dant Shakti” in the Indianmarket? (10 Marks)

Answer:The position of beingmarketing head of Dant Shaktialso comes with lots of challenges and one of the most common challenges of being marketing head of Dant Shakti toothpaste is distribution. The procedure of distribution is never simple. There are no certain all-rounder strategies available for FMCG distribution which makes this task even harder and unique every time. And of course, when we talk about rural and urban market distribution covering then the challenge of distribution becomes even more

Question.3. a) Explain the positioning and differentiation strategy that you will use for “DantShakti” toothpaste. (5 Marks)

Answer:Positioning and differentiation strategies can be imagined and created in variety of ways. It can be obtained from the product qualities, competitiveness, application, the sorts of purchasers included, or the attributes of the product class. Every one of these properties speak to an alternate methodology in creating positioning procedures, despite the fact that every one of them have the regular goal of anticipating a positive picture in the psyches of the customers or group of onlookers. There are seven ways to deal with positioning methodologies:

3. b) Explain the promotion mix that you will use for “Dant Shakti” toothpaste.(5 Marks)

Answer:Toothpastes are considered medicinal products that guardthe teeth against microscopic organisms or bacteria and other hurtful microorganisms. Having dental specialists suggest your toothpaste enhances your image acknowledgment. Look for a dental specialist who will show up in a link or TV telecast advertisement suggesting your toothpaste for ideal teeth insurance. Print appealing notices and fliers and abandon

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