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Internal Assignment Applicable for SEPTEMBER 2018 Examination

Course: Marketing Research

1. Your company is a new start-up which is planning to give stiff competition to Google maps by coming up with a GPS-based mobile app which can provide best routes / maps cum shopping assistance. It aims to be a complete guide to road travelers on the best routes, markets and products available en-route, other shopping assistance etc. However, this idea needs to be explored and tested for its feasibility. Discuss the new product development process that you would follow for evaluating the feasibility. Which of the various product testing methods will you use for testing your mobile app and why?
(10 Marks)
2. A leading NGO has been entrusted by the Dhirubhai Ambani Foundation for creating awareness regarding organs donation on the World Organ Donation Day. Towards this, the NGO is preparing an advertising campaign which shall be launched to reach out to the general public. The advertising campaign is being seen as a tool for bringing awareness and some positive change in the society. The NGO and its Ad Agency have created few innovative ad copies but the Foundation is insisting on rigorous Ad testing before launch. What is Copy Testing? Which methods of Copy testing should they use in both the stages: pre-release and post-release?
(10 Marks)
3. Domestic and International airlines have been pushing the Telecom Commission to allow making calls and browsing the internet while flying in Indian airspace, once the aircraft reaches an altitude of 3,000 metres. However, the Govt. and the Telecom Authorities are skeptical since this requires huge investment to be made by the airlines ultimately resulting in heavy pricing, much higher than the rates for mobile services. You have been asked to conduct a research to identify the target customer and understand the consumer needs towards inflight calls and internet services and their perspective and opinion towards the prices that they would be willing to pay.
a. Describe the profile of your target customer and discuss the major sources of secondary data that you would collect to identify him / her? (5 Marks)
b. For the primary data that needs to be collected towards this research, briefly describe the research methods that you would use (5 Marks)

Course: Integrated Marketing Communications

1. You are a young entrepreneur and have just opened your own PR agency. How would you go about acquiring new Clients? (10 Marks)
2. You are the brand manager of an automobile company and your company is launching a new car. Explain the Integrated Marketing approach you will use to launch the product?
(10 Marks)
3. Case Study
Singing Marathon by a Cough Syrup Brand
You are Brand Manager for a Cough Syrup brand. You have organised a Singing marathon at Delhi. The marathon will be a relay with people in groups of 20 singing non-stop for maximum time. The collection from the marathon will be donated to support singers from the lower strata of society. You want to invite people to participate. The Objective is to associate clear throat with singing.
a. How would you go about identifying target groups? (5 Marks)
b. What would be your PR approach? (5 Marks)

Course: Decision Analysis and Modeling

1. Comment on the applications of Decision Analysis and Modelling in Finance, Marketing, and Human Resource Management. (10 Marks)
2. In transportation and transshipment problems, differentiate between the Least Cost and VAM methods. (10 Marks)
3. A company management and the labour union are negotiating a 5 years agreement. Each of them has 4 strategies available.
I – Hard Bargaining
II – Logical Bargaining
III – Legalistic Bargaining
IV – Conciliatory Bargaining
The costs to the company are given below:
Union Strategies
Company Strategies
a) What is the optimal strategy adopted by the two sides? (5 Marks)
b) Calculate the value of the game (5 Marks)

Course: Services Marketing

1. Tour & Travel operators are facing a difficult time maintaining bottom lines with the hike in diesel & petrol prices. In this scenario, how can a tour operator (XYZ Travels) segment the market & use a Positioning strategy to prop its sagging bottom line (10 Marks)

2. Coffee House a coffee bean exporter sensing the high market potential of coffee bars is planning to launch a coffee bar chain in India called “Timepass”. It wants to position its coffee bar chain as an up market leisure hangout for customers. As it lacks knowledge and experience in the coffee retailing industry, the company is undecided about the design aspects of the coffee bars. What decisions relating to the elements of physical evidence are to be taken by Coffee House? (10 Marks)

3. The Banking sector is going through a major transformation and witnessing robust growth. Automation is the order of the day. In order to sustain competition and enhance customer experience new initiatives have been introduced. Technology is the driving force & internet & mobile banking are the recent trends. You are the chairman of a 30 year old private sector bank with conservative approach. Employees being from the old school of thought have resisted the new trends now introduced by most of the banks. Your branches are majorly located in South India. The bank is faced with a few takeover threats in the past. The government is insisting merger of the bank for viability and modernization. Your product portfolio requires a change to attract new customers and retain the existing ones. The board is expecting from you a thorough overhaul of the marketing mix.
a. Design an innovative service product offering for your bank. (5 Marks)
b. Evaluate the role and importance of people in a service industry. (5 Marks)

Course: Project Management

1. You are working for a multi-national bank and are being asked to set up a Project Management Office (PMO) for the bank. Discuss appropriateness of each type of PMO for the bank and recommend one of them for the bank. Please make suitable assumptions but specify them explicitly. (10 Marks)

2. You are involved in a project feasibility study. The project is about installing additional capacity for manufacturing 100 bicyles per day. As part of this study, you are asked to do the demand forecasting. Discuss appropriateness of each type of qualitative forecasting method for your project and recommend one of them. Please make suitable assumptions but specify them explicitly. (10 Marks)

3. "This project seems to be a good deal", Mr. Sharma opened the meeting with this statement. "We invest Rs. 80 lac and can get Rs. 1 Cr in just three years. What more do we need?” Mr. Sharma continued. "Let's take the opinion of Ms. Roy. She has recently done a course on project management and can help us from that learning", Mr. Iyer looked at Ms. Roy, who has just joined the organization couple of months back. As she was new, she was not sure how things work in this organization. However, since Mr. Iyer, who is the Head of her business unit, asked her directly, she needed to speak up. "I will need some facts and figure before making any suggestion. In particular, I will need to know estimated cash inflows and outflows." "Oh yes, this project will need Rs. 80 lac up front but will generate Rs. 50 lac each in second and third year." Mr. Sharma quickly provided the data. "And we need minimum 12% rate of return!” Mr. Iyer provided additional data.
a. Which are the methods are available for making such decision? Which one method would you recommend? Why? (5 Marks)
b. Should Ms. Roy recommend this project? Why or why not? (5 Marks)

Course: Financial Institutions and Markets

1. Geeta had completed her post graduation in Insurance and had joined the Insurance Regulatory and Development Authority as the junior manager. On the first day of the job, her manager wanted her to prepare a report on the nature of the functions of the IRDA. Help her to prepare the report. (10 Marks)

2. Ajit has recently joined an investment management company and his profile consisted of capital market instruments. His manager in order to estimate his understanding of the market, asked him to prepare a report on the role of the capital market. Suggest relevant points to be included in his report. (10 Marks)

3. Neeta had recently joined a company after completing her graduation and the company was almost six years old. The company had been doing good in the recent past and had plans for expansion for which it wanted to raise money through IPO. Neeta’s manager gave her the task of getting information on the major stock exchanges of India where the equity can be listed.
a. Collect relevant information about BSE (5 Marks)
b. Collect relevant information about NSE (5 Marks)

Or Mail us at
YOU MAY CALL US ON - 7506193173


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