M.B.A. DEGREE EXAMINATION, MAY 2017
Third Year
B MARKETING MANAGEMENT
Sales and Advertising Management
Time 3 Hours Maximum Marks 75
SECTION A × 5 15)
Answer any three questions
Q1) Interpersonal skills
Job analysis
Sales Organisation
Marketing Communication
Client agency relation
Media scheduling
SECTION B × 15 45)
Answer any three questions
Q2) Discuss about negotiation skills required for sales force.
Q3) Enumerate the need for training to sales force.
Q4) How to prepare a budget for sales? Explain.
Q5) Describe how to measure effectiveness of advertising.
Q6) Write about selection of advertising media.
Q7) Examine the inter dependence between sales and other departments.
SECTION C
(Compulsory)
Q8) Case study
After introducing popcorn and Sundrop cooking oil, ITC Agrotech launched wheat flour
(atta) under the brand name Healthy World. US based food products firm, Conagra, has
51 percent stake in ITC Agrotech. The vice president says, "We took an Indian perspective
out of the Conagra portfolio, with relevance to the local palate … Healthy World
marks our entry into mass market products".
Priced at Rs 18.50 for a 1 kg pack, Healthy world comes in packs ranging from 500 gm to
5 kg. ITC Agrotech claims that it spent nearly one year on R D before launching
Healthy. World, benchmarking it against national players in the branded atta category;
palyers like Hindustan Lever Limited (Annapurna) and Pillsbury. There are several regional
brands too. Parameters such as softness, taste, colour and texture preferences are
said to have been looked into in detail before finalising the variant. "Our research revealed
that the preferences in the North and South of India differ distinctly across almost all parameters
of atta. While creamish to white colour and finer size is preferred in the South,
the North consumer is more discerning as far taste goes", informs the marketing manager.
Consumers in the South are more receptive to branded atta, but the North leads in consumption,
where average monthly household consumption is 27 kg as against just 3 kg in
the South.
Conagra claims to be the largest miller in the US. ITC Agro took over the atta manufacturing
portion of a partner in Chennai to streamline it in line with its parent company's manufacturing
process. What will also help ITC Agro is the fact that it has established itself as
a health conscious manufacturer with sundrop. The distribution network is already in
place. In fact the Healthy World packs too leverage this with the image of the boy somersaulting
(The Sundrop trademark) with the proclamation "from the makers of Sundrop".
The branded atta market is estimated to be in excess of Rs. 350 crore, with category advertising
spend of about Rs. 20 25 crore. The theme line of Healthy World says, "More
health More Energy".
Questions
Develop a sales promotion plan to encourage continued consumption of Healthy
World in North India.
How would you make your sales promotion competition proof?
How would you evaluate the results of this promotion?