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Marketing
Management
April
2024 Examination
Q1. Citing from your own practical experience, which
are the factors, which are important in the retail scenario for a product in a supermarket
to sell? (10 Marks)
Ans 1.
Introduction
In the dynamic
world of retail marketing, especially within the bustling aisles of
supermarkets, several factors play a pivotal role in determining the success of
a product. Drawing from my practical experience in this sector, I have observed
that these factors go beyond the mere appeal of the product itself.
Supermarkets are unique retail environments where consumer behavior is
influenced by a variety of stimuli, ranging from the product's placement on the
shelves to the psychological impact of pricing strategies. These environments
are microcosms where consumer choices are subtly guided by both overt and
covert
Q2. How would you go about starting your own business, which
would be an exclusive cake, cookies and biscuits store and ensure its
success? (10 Marks)
Ans 2.
Introduction
Starting a
business, particularly an exclusive cake, cookies, and biscuits store, is an
exciting venture that blends passion for baking with entrepreneurial spirit.
The journey begins with a clear vision and understanding of the market's needs.
The success of such a business hinges on several critical factors, including
identifying a niche market, understanding customer preferences, and delivering
unique and high-quality products. A comprehensive business plan is essential,
outlining the business model, market analysis, marketing strategies, financial
planning, and operational plans. Emphasizing product uniqueness, quality, and
customer
Q3. Case Study
Audi's marketing synchromesh
The luxury
carmaker is focusing
on technology, digital
platforms and below-the-line activities to drive sales.
Every carmaker has marketing principles and brand
attributes that they leverage to get better connected with their customers.
Think reliability and engineering for Honda, low cost of ownership and
maintenance for Maruti Suzuki and sporty driving for BMW.
For Audi India, its Strategy 2025 black book includes
the following: Customer-centricity, network, product, and digitalization. These
operating principles started some six years ago, and could be said to largely
apply to other luxury carmakers, but Audi's strategy seems to point to pushing
technology to directly connect with consumers using digital platforms and
marketing to synchromesh into one seamless experience.
Balbir Dhillon, Audi India head, said he's especially
throwing his weight behind customer connection, with half the marketing budget
dedicated to below-the-line activities this year. That includes organizing
regular "Quattro drives” for customers across cities; get-togethers that
blend experiences such as movie driven-ins for the latest James Bond film and
more. Quattro is an Italian word trademarked by Audi as code for indicating
that it uses all-wheel drive systems in some of its cars. There's also a
significant digital push that Audi will unveil this year, which is in the last
stages of finalization.
Meanwhile, Audi offers concierge services through an
ownership app called MyAudi that allows customers to avail of service that
range from booking restaurants to flying overseas and renting car. Audi,
Dhillon added, has also been the first brand to use augmented reality and virtual
reality at the retail customers level. Audi has 29 showrooms, 41 service
centers and 14 Audi Approved Plus (pre-owned car) facilities. The brand is
looking to increase the latter substantially in 2022.
Audi, like Mercedes, has seen prices increase, resulting
in greater profits, thanks to a supply crunch driven by a global shortage of
chips. "We could sell two times what we did if it wasn't for the chip
shortage,” Dhillon added. Of the top
four luxury carmakers that include market leader Mercedes-Benz, BMW and Audi,
the Volkswagen-owned brand that features four rings as its logo has the smaller
market share, but is also the company that came here last, in 2007.
Recent figures indicate that its sales are on an
uptick after a particularly depressed 2020. Sales for the brand were: 4,594
cars in 2019, 1,639 in 2020 and 3,293 in 2021. Why did Audi see such a sharp
slump in 2020? Analysts who track the sector suggested that the consumer market
was aware that Audi was going to phase out BS IV cars by March 2022 and that
may have led them to switch to other cars, though they were already up to
regulatory standards. When Audi first entered India, it had to focus on a
part-education and part heavy marketing strategy for an audience that was
largely familiar with only BMW and Mercedes-Benz. To that end, it built a halo
round itself by deploying celebrities and actors as brand ambassadors. Most of
Bollywood drove Q5s and Q7s at one stage with Salman Khan even making it down
to launch events for Andi's sportier sedans-something he historically avoided.
Suraj Ghosh, associate director (powertrain & compliance forecasts), South Asia IHS
Markit, said Audi India has smaller product portfolio and a smaller network
footprint than its competitors. Increasing the degree of localization will
allow it to avail of taxation benefits and be more competitive in its pricing.
The company said its cars, which are assembled here, are looking to target
between 80 and 85 per cent local content for the Audi
A4, A6, 05 and Q7. But that's only part of the
challenge. What's changed for Audi in the last five years is the consumer
profile. In terms of general consumers, many of its cars were owned mostly by
business people and CEOs. For instance, ICICI Banks former boss Chanda Kochhar
drove an A8 sedan, as did Godrej. "What has changed is that a lot of
mid-level and emerging professionals are also buying Audi cars now, and while
it used to be real professionals and traders that drove volumes, that's not the
case anymore," Dhillion pointed out.
Buyers today are younger and there is a growing
acceptability that it is okay to buy a luxe car. But the sensibility of
ownership amongst young buyers who come
from start-up backgrounds is very different, he added. “They want to buy shoes
that are sustainable and made by companies that are high on ESG (environmental,
social, and governance) norms, so their approach to vehicles is no different,”
Audi regularly sees more queries for the electric range of cars as well as fuel
efficiency norms.
Audi India has among the widest range of electric cars
(five)-the e-tron 50, e-tron 55, e- tron Sportback 55, e-tron GT and RSe-tron
GT. But the key volume sellers remain the Audi A4, Audi A6, Audi Q2, Audi Q5
and Audi Q8. In other words, Audi in still very much a Q-led company in terms
of its volumes. Officials said 45 per cent of sales comes from the Q range. The
Q7, a brand new launch for 2022, is expected to be rolled out soon.
Does that mean its electric vehicles are more of a
notional offering? Dhillon clarified that it's going to make time before the
charging network is ready and prices rationalize for EV sales Cars are already
taxed at around 28 per cent and, when it's an electric car, he explained, there
are duties on components and other imports, so that the company faces "a
duty on a duty”, creating an additional layering that makes its EVs so
expensive. For an e- tron, Dhillion said the duty is around 111 per cent. Add
the cost of registration and the final price "restricts the full potential
of the category".
"Even so, when the time is right, Audi's next
investment is likely to be in EVs,” Dhillon said. "Policy will change some
day and it may be a long wait but Audi is committed to the cause.”
Questions
Q3 a) What is Audis future strategy? What is the name
of its digital platform and how does it plan to leverage this platform? (5
Marks)
Ans 3a.
Introduction
Audi's future
strategy, as outlined in its Strategy 2025, focuses on a blend of
customer-centricity, an expansive network, innovative products, and a strong emphasis
on digitalization. This approach reflects a clear shift towards integrating
advanced technology and digital platforms to enhance the customer experience
and drive sales. The centerpiece of this strategy is their digital platform,
which plays a pivotal role in connecting with customers
Q3b) What has changed in the customer profiles who own
Audi. How has this demographic profile changed in recent times? (5 Marks)
Ans 3b.
Introduction
Audi's
evolving customer profile marks a significant shift in the brand's demographic
appeal and market positioning. Traditionally seen as a symbol of status among
high-tier professionals and business elites, Audi has experienced a
transformation in its customer base. This change reflects broader
socio-economic trends and shifting consumer preferences, especially in emerging
markets like India. Understanding this demographic evolution is key
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