M.B.A. II (Semester IV) (CBCS) Examination, 2018
Group G INTERNATIONAL BUSINESS
International Marketing (Paper III)
Day and Date Friday, 30-11 -2018 Total Marks 70
Time 10.30 a.m. to 1.00 p.m.
Instructions Question No. 1 is compulsory.
Attempt any two questions from Q. Q. 3 and Q.4.
Attempt any two questions from Q. Q. 6 and Q. 7.
All questions carry equal marks.
1. Analyze the following case, identify the problem, generate possible alternatives
and choose the best alternative 14
Channel Selection and Product Modification
The Brindavan Incenses is a tiny unit located in Mysore, manufacturing and
selling agarbathies. It is owned and managed by Mr. Devappa, who has had only
high school education. Through lot of experiments Devappa had developed a
blend of incense that has been widely liked.
During the last four years of existence of the Brindavan Incenses, the two brands
of agarbathi, Bhagya and Sowbhagya, have earned a very good reputation.
Initially it introduced just one brand, Bhagya. Bhagya clicked well in the market.
Though the product was regarded as very good, the price of 'Bhagya' was a bit
lower than that of the popular branch of established manufactures. By selling at
lower price, Devappa hoped to generate more sales. Use of cheaper packaging
and lower overheads enabled him to sell at lower but sufficiently remunerative
price. Labeling was done in Kannada and English. The Brindavan Incenses have
not had any aggressive marketing programme. At the beginning free samples
were supplied to some house-holds in residential localities. Slides were also
exhibited in certain cinema theaters. The dealers were offered attractive terms.
P.T.O.
Set P
Initially, the product was sold only in and around Mysore city, encouraged by its
success in Mysore, sale of Bhagya was extended to all over Kama taka and the
consumer response was favourable.
On the advice of Mr. Shyam, a close friend of Mr. Devappa and who was
doing his M.B.A. course, the Brindavan Incenses introduced a premium
brand, Sowbhagya. The ingredients and quality of the new brand were not
significantly different from that of Bhagya. Instead of the rectangular package
of Bhagya, a tubular package was used for Sowbhagya. The new brand also
got good market acceptance. Devappa was thinking of expanding his market
to outside Karnataka also. There was no problem to get additional workers to
roll agarbathies nor was there any problem of input availability. The problem
was organizational. The Brindavan Incenses was managed all alone by
Mr. Devappa. The distribution to dealers was done by agents who worked on
commission basis.
As a birthday presentation, Devappa sent hundred packets each of Bhagya
and Sowbhagya to his good friend Nazeer working in Saudi Arabia. Two
months later, Devappa received a letter from Nazeer. The letter contained the
following information of particular importance to Devappa's business. Nazeer
distributed most of the agarbathies among his friends. His friends liked the
products very well. Some of them ranked Bhagya and Sowbhayga as good as
the best brands available. Some even considered them as better than leading
brands. Some of the foreigners found it difficult to pronounce and remember
the words Bhagya and Sowbhagya.
Nazeer suggested that Devappa could think of entering the foreign markets.
Devappa knew that a few agarbathi manufacturers who had started in
a small way grew well in the domestic and foreign markets. Devappa
became enthusiastic about selling his products in the foreign markets. He
was wondering how he could carry out this idea. He decided to consult Mr.
Shyam who has completed his M.I.B. programe. From Devapp's discussion
with him. Shyam conceived that Devappa would like to have his advice on
the International marketing channel suitable for the Brindavan Incenses
and product modifications, including brand, packaging and labeling, for the
overseas markets.
SLR-CL 69 *SLRCL69*
Set P
2. Write a short note on following (any two) 14
New product development.
Challenges and opportunities in International.
Marketing, International marketing management process.
3. Write a short note on following (any two) 14
Ecological concerns and international marketing ethics.
International marketing information system.
International Market selection.
4. Write a short note on following (any two) 14
International distribution.
Logistics inventory management and transportation.
Warehousing and insurance.
5. Explain in details various International market entry strategies. 14
6. What is International promotion explain in details various promotional strategies
at global level. 14
7. Describe in briefly International pricing and also explain factor affecting on
International pricing. 14