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Merchandising
Management
September 2023 Examination
1. What products in the
watches should a company go about innovating so it could grow its market share,
compete and generate good profits? (10 Marks)
Ans :
Introduction:
In
the contemporary speedy-paced, and technologically-driven global, the watch
industry is continuously evolving to fulfill customers' converting needs and
options. As competition intensifies, organizations must be innovative to live
on and thrive in the market. This essay explores numerous product improvements
that an eye-fixed company should remember to reinforce its market share,
competitiveness, and profitability.
The watch
industry has a
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2. You are to create a
unique display for a new brand of chips and tacos. What are the type of
promotions would you come out with to capture the market? (10 Marks)
Ans :
Introduction:
Welcome to the world of ChipTac
Inc., where we convey the ultimate fusion of flavors with our new brand of
chips and tacos! Our challenge is tantalizing your taste buds and
revolutionizing the snacking experience by supplying various mouthwatering
products that cater to each craving. As we enter the market, we understand the
significance of modern promotions to seize the hearts and minds of consumers.
This advertising method will define unique and exciting promotional thoughts to
solidify ChipTac Inc.'s function as a trailblazing
3.
Case Study
HUL
eyes central India to boost nutrition biz
Aims double-digit
growth in the region from current 1% this calendar year.
After integrating the
distribution of GlaxoSmithKline Consumer (GSK consumer) with its own set-up,
Hindustan Unilever (HUL) has outlined an ambitious double-digit growth for its
nutrition business for central India from the current 1 per cent in this
calendar year. The fast-moving consumer goods (FMCG) giant, in a meeting with
distributors from the region, said central India saw double-digit overall
growth in calendar year 2021. This compares to mid-single digits in 2020,
according to a distributor who attended the meeting.
In central India, the
maker of Lux soaps, saw an overall growth of 18 per cent in 2021 (calendar
year) compared to 5 per cent growth in 2020 (calendar year). To sell GSK
Consumer products like Crocin, Otrivin and Ostocalcium, HUL distributors had to
apply for a drug license and were facing a problem with on-boarding smaller distributors
during the year. This issue has since been resolved. Also, while integrating
GSK Consumer's distributors with itself, the company had to help distributors
push for sales of HUL products along with the existing GSK Consumer products.
GSK Consumer distributors also had to adjust/change in line with the system of
HUL.
This, coupled with
HUL's larger portfolio of products, took a while to align with queries sent to
HUL did not elicit any response till the time of going to press. GSK Consumer
has a strong hold across channels like chemists, kiranas, modern trade and
e-commerce in South and East India
Prior to the
acquisition. GSK Consumer did not have a strong presence in central India, said
Vishal Gutka, vice-president of equity research at Phillip Capital India.
He added that the
chemists' channel prefers to order medicines and consumer goods through
semi-wholesalers, who distribute products for multiple companies and brands.
Reasons for this being
higher credit period and chemists' inclination towards selling high-margin
products. Compared to this, margins of fast-moving consumer goods (FMCG) items
are relatively low and products occupy more shelf space. HUL had earlier said
it wants to sell its GSK nutrition portfolio via direct distribution. This increases
the engagement level compared to adopting the semi-wholesaler route of product
distribution, Gutka said.
The consumer goods
major also asked distributors to increase women in the sales force and has set
a target of on boarding 1,000 women by the end of 2022. In 2020, HUL completed
its merger with GSK Consumer.
a) How has the
strategic partnership of HUL with GSK helped in increasing the market share of
both companies? (5 marks)
Ans :
Introduction:
Hindustan
Unilever restrained (HUL), a leading speedy-transferring consumer items (FMCG)
giant, strategically partnered with GlaxoSmithKline purchaser (GSK consumer) to
boost its nutrition business in critical India. The partnership involved
integrating the distribution of GSK consumer products with HUL's current
set-up. By doing so, HUL aimed to achieve
b) What are the
advantages of the merger and how will it work in the near future by turning
this partnership into success and how will they do it? (5 marks)
Ans
:
Introduction:
The
merger of Hindustan Unilever (HUL) with GlaxoSmithKline customer (GSK customer)
marks a significant milestone within the fast-shifting customer goods (FMCG)
enterprise in India. HUL's acquisition of GSK patron's vitamins enterprise has
unfolded new opportunities and demands for the business enterprise to amplify
its presence in significant India and
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