Total No. of Questions 08] [Total No. of Pages 02
EXECUTIVE M.B.A. DEGREE EXAMINATION, MAY 2018
First and Second Years
MARKETING MANAGEMENT
Time 3 Hours Maximum Marks :70
SECTION A
Answer any three questions. x 5 15)
Q1) Social dimension of marketing.
Micro Environment.
Positioning maps.
Product modification and withdrawal.
Penetration pricing.
Marketing audit.
SECTION B
Answer any three of the following questions. x 15 45)
Q2) Explain the effect of technological environment on marketing.
Q3) What is market positioning? Explain various types of positioning strategies in
detail.
Q4) Explain factors influencing consumer behavior.
Q5) Discuss various stages of product life cycle.
Q6) What are the objectives of pricing? Briefly explain various types of pricing
policies.
Q7) Explain various sales promotion tools in detail.
(DEMB9)
SECTION C
(Compulsory)
Q8) Case Study:
Advertising is an art of making sure the target market receives advertising
message and responds in kind. Horlicks has been traditionally targeted at elders.
However, about 5 years ago, communication was changed with the introduction
of different flavors. The TV commercial had children going around the town,
cheering "Epang Opang Jhapang" a chat without any meaning. However, the
TVC showed their mothers deciding on the choice of health drink. Horlicks
competitor Complan promised to make the kids taller. Now, Horlicks has gone a
step further in promising not only height but a stronger body and a sharper mind.
The new campaign for Horlicks gives the kids a motto: Badlo apne bachpan ka
size. The new TVC has Darsheel Safary, the child protagonist of Taare Zameen
Par, in the lead. Safary and his friends are on a mission to change things they
don't like and question age old practices. Is Horlicks taking kids on a rebellious
path? The TVC will be supported by print, radio and on ground activities and
extended to Horlicks school programs, Whiz Kids Contest. In the late 2008, a
legal battle broke out between Glaxo Smith Kline Consumer Healthcare
and Heinz India over the advertisements of their respective drinks Horlicks
Complan. The advertisements talked about how their respective brand was better
than the other. Glaxo Smith Kline has re-launched its Horlicks brand in
three new flavors on the Indian market, according to reports in the Indian press.
GSK has about 75% market share of Indias health drink market with Boost, Viva
and Maltova, according to a report from Press Trust of India.
Questions:
What positioning strategies are adopted by Horlicks?
What alternative positioning strategies would you suggest for the sustained
market share?