M.B.A. (Part (Semester II) (New CBCS) Examination, 2016
Paper IX MARKETING MANAGEMENT
Day and Date Tuesday, 29-11-2016 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. 2 to Q. No. 4
Attempt any two questions from Q. No. 5 to Q. No.7
Figures to right indicate marks.
1. Case study
Building a Co-Branded Card Buy Now and Pay Now Citibank Indian Oil Debit
Card Citibank and Indian Oil have unveiled India's first co-branded debit card in
Mumbai. Mr. JM. Gugnani, Executive Director Indian Oil and Mr. Sarvesh
Sarup, Global Consumer Banking Head, Citibank India and Mr. Sameer Vakil,
Vice President and Country Manager, South Asia, Master card International met
over a cup of coffee to discuss about the success of the co-branded debit card.
Till date co-branded credit cards were available in India. Indian consumers prefer
buying more on cash than swapping a debit card on their purchases. But they
have a strong feeling that debit cards also will provide ample opportunity for
consumers to earn points and redeem them for free gifts and coupons which
otherwise a cash based transaction would not have made possible.
Citibank is a member company of Citigroup, the largest and most diversified
financial service provider in the world. Citibank in India has come to be
acknowledged as one of the leading International banks with a track record of
outstanding milestones. Cash management was pioneered by Citibank in 1986
and is used by 800 corporate with through puts totaling 25 billion which is of
India's GDP. It holds of market share in foreign exchange management. It
has over billion assets as the leading custodian. It is also pioneer in consumer
P.T.O.
Seat
No.
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banking being the first to introduce focused consumer lending programs and also
first to introduce electronic banking. It is the first to launch credit cards in India
and has more than 1.6 million credit card users in India. Indian Oil Corporation is
the largest commercial enterprise in India and the only Indian presence in Fortune
100 companies of the world. It is the largest National Oil Company in Asia Pacific
Region. It operates 7 of the 18 refineries in India with a combined capacity of
38.15 million tons per annum. It has the country's largest network of crude and
product pipelines with a combined length of 6523 kms and a capacity of 43.45
million mts per annum It holds 53% of the petroleum products market share in
India.
Indian Oil and Citibank are pioneers and leaders in their respective business
domain. So, it was thought that the card would be made available to both new
and existing Citibank Suvidha and Banking customers across the existing 15
cities in India where Citibank has branches. They can opt for this card at the time
of opening their account with Citibank and existing customers can get this card
on request. This co-branded card will serve both as debit card as well as an
ATM card, providing customers an online access to their account while they
shop or withdraw cash. This card is based on Master card's online direct access
payment mechanism. There is no transaction fee on usage of the debit card at
Indian Oil retail outlets. For every 100 rupees spent at Indian Oil retail outlets
using the Indian Oil Citibank Debit card, the customer will get 2 reward points.
Similar purchases at other locations earn the cardholder one reward point per
Rs. 100. All reward points can be accumulated and redeemed for free petrol,
SERVO engine oils at Indian Oil retail outlets. In addition there is a plan to have
special offers on batteries, tires and other products.
Mr.Gugnani is of the opinion that Indian Oil is having a bouquet of cards that fit
almost all possible categories. Some of the popular cards include the Indian Oil
Citibank Credit Card, Power Plus Fleet card, Indian Oil Myshop card etc. Indian
Oil debit card is a unique product that provides safety, convenience and budgetary
capabilities. Mr. Sarvesh Sarup is of the opinion that Citibank always looks for
innovative ways to add value and convenience to the life style and financial
requirements of customers. The Indian Oil Citibank Debit card has the potential
for leveraging the strength of relationship between Indian Oil and Citibank, which
can provide unique benefit of 'Buy Now and Pay Now' segment of the petrol
users.
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Questions
Is there a perfect fit between Indian Oil and Citibank to launch a co-branded
debit card. 3
Do you think it will work in Indian environment 3
What are the methods that you will suggest for creating a differentiation
between the co-branded credit cards and debit cards of the same partners 4
What benefits do you think this co-branded card will serve for both the partners
as well as customers 4
2. Short note on (any two) 14
Nature scope of marketing.
Socio-cultural environment.
Marketing ethics.
3. Short note on (any two) 14
Customer Relationship Management.
Niche and local marketing.
Positioning of product.
4. Short note (any two) 14
Marketing Research.
Direct marketing.
e-commerce.
5. Explain four elements of marketing mix in detail with reference to product. 14
6. What do you understand by the term market segmentation Explain its various
bases in detail 14
7. Explain the need of understanding consumer. What are various factors responsible
for consumer behavior 14