M.B.A. (Part (Semester II) Examination, 2018
paper IX marketing management (cbcs)
Day and Date Monday, 26-11-2018, -2018 Total Marks 70
Time 2.30 p.m. to 5.00 p.m..
Instructions Q. No. 1 is compulsory.
Attempt any two questions from Q. No. 4.
Attempt any two questions from Q. No. 7.
All questions carry equal marks.
1. Case study 14
Ehen Zong Qinghou, a Chinese farm worker, started a company of beverages
and ice creams with two retired teachers in 1987, hardly anyone could have
imagined that this company could give sleepless nights to global giants such
as Coca-Cola and Pepsi Co. But the new company, Wahaha, the pride of
many contemporary Chinese consumers, has managed to do just that.
• Wahaha, one of the leading homegrown Chinese beverage brands, had
revenues of 1.37 billion (11.4 billion yuan) and profits of US$ 162.7
million (1.34 billion yuan) in 2004.
• Wahaha, which is meant to mimic the sound of a baby laughing, demonstrates
clearly what great brand stories are made of. The company started small,
and in 1991, it merged with the state-owned Hangzhou Canning Factory.
The 1996 joint venture with the Danone group gave the company foreign
investment to the extent to US$ 45 million. After dabbling in many product
categories, it launched its trademark brand the 'Future Cola' in 1998 to
compete against the global cola giants. Today, Wahaha's product portfolio
includes milk and yogurt drink, purified and mineral water, carbonated soft
drink, fruit and vegetable juice, sports drink, and iced tea including cognee
(rice porridge), canned food and health products.
• Wahaha has been careful in its strategy to compete against the global cola
and food giants. As the fashion conscious Chinese consumers seem to
prefer the global colas in the larger coastal Chinese cities, Wahaha has till
now focused on rural and semi-urban Chinese areas. Further, the Wahaha
brand has generously used home grown celebrities for all its products. This
is in line with its overall strategy to position Wahaha as a patriotic company
and to tap into the patriotic fervor of the Chinese consumers. P.T.O.
Set P
SLR-CL 10 *SLRCL10*
• By projecting Wahaha's products as China's own, the Wahaha brand has
carved out a clear positioning in the market against the global brands. But
whether this strategy will work in the long run is a million dollar question and
will require constant efforts to balance the brand promise and its careful
delivery in a hostile and increasingly competitive Chinese market place.
Questions
Analyze the case. 4
What aspects of consumer behaviour have been discussed in the case 5
Discuss the positioning strategy of Wahaha. 5
2. Write short notes on (any two) 14
Competition analysis.
Packaging.
Product line decisions.
3. Write short notes on (any two) 14
Factors influencing pricing.
Channel design decisions.
Micro environment.
4. Write short notes on (any two) 14
Retailing.
Target Market strategies.
Holistic marketing.
5. What is the importance of consumer behaviour Explain the consumer
decision making process. 14
6. Define product. Explain in detail new product development process. 14
7. Discuss in detail components of promotion mix. 14