M.B.A. (Part II) (Semester IV) Examination, 2016
International Marketing
Group A MARKETING MANAGEMENT (Paper
Day and Date Saturday, 10-12-2016 Total Marks 70
Time 10.30 a.m. to 1.30 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 at right indicate marks.
1. Analyze following case study, state the problem, finds various alternatives and
state suitable alternative. 14
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 manufacturers. 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. 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 Karnataka and the consumer response
was favorable.
Seat
No.
SLR-T 75
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 Sowbhagya 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. programme. From Devappa'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.
2. Write a short note on following (any two). 14
Challenges and opportunities in International Marketing.
Global Positioning and Targeting.
Channel management decisions.
SLR-T 75
3. Write a short note on following (any two). 14
Global message in advertisement.
International trading Environment.
Documents related to excisable goods.
4. Write a short note on following (any two). 14
Licensing and franchising.
Strategic alliances, Counter trade.
Direct and Indirect Export.
5. State the concept International Marketing. Explain the Indian foreign trade policy
in today's era with regulation. 14
6. Describe in brief Export and Import concept. Explain in detail the export
procedure. 14
7. Explain the concept International Pricing. What are the problems and factors
influencing international pricing 14