a) Why does Maruti and other car makers need to continuously launch new products.

(Hint:
Segmentation)

1. *Meet Diverse Needs*: Different customers have different requirements and preferences.

2. *Keep Up with Trends*: Consumers' tastes and trends change over time.

3. *Stay Competitive*: New models help beat rivals and attract buyers.

4. *Create Excitement*: New launches keep the brand fresh and interesting.

5. *Capture More Market*: Target various groups like families, young drivers, etc.

b) So then what does Bisleri do as it makes water?

1. Variety of Sizes*: Offers small and large bottles to suit different needs.

2. *Flavored Water*: Introduces flavors to attract more customers.

3. *Special Features*: Provides mineral water for health-conscious buyers.

4. *Strong Brand Image*: Focuses on building trust and loyalty among consumers.

5. *Eco-Friendly Practices*: Uses sustainable packaging to appeal to eco-aware customers.

2) What is the basic structure of brand? (Hint: Basic structure of brand)

1. *Brand Name*: The name by which the brand is identified.

2. *Logo*: A visual symbol or design representing the brand.

3. *Tagline*: A memorable phrase that communicates the brand’s message or values.

4. *Brand Colors*: Specific colors associated with the brand that create recognition.

5.*Brand Voice*: The tone and style of communication used by the brand.

6. *Core Values*: Fundamental beliefs that guide the brand’s actions and decisions.

7. *Target Audience*: The specific group of consumers the brand aims to reach.

8. *Brand Promise*: The commitment made to customers about the quality or experience they can
expect.

9. *Unique Selling Proposition (USP)*: What differentiates the brand from competitors.

10. *Brand Story*: The narrative that conveys the brand’s history, mission, and vision.

4) Why does Visa advertise when it doesn’t have any direct customer?

Reasons Why Visa Advertises Despite No Direct Customers

1. *Brand Awareness*: Increases recognition among consumers who use cards.

2. *Building Trust*: Establishes credibility and reliability in the payment industry.

3. *Partnership with Banks*: Attracts banks to use Visa for their card services.

4. *Market Leadership*: Reinforces its position as a leading payment network.

5. *Consumer Education*: Informs users about benefits and features of using Visa.

6. *Encouraging Usage*: Promotes the convenience and safety of digital transactions.

7. *Competition*: Stands out against competitors like Mastercard and American Express.

8. *Global Reach*: Supports global acceptance and usage of Visa cards.

5) A car maker is in market share decline, avg age of team is 50 yrs, slow. The brand is strong and
known. You have been appointed as Marketing manager. What will be your approach to turn
around the company……The Company is considering launching a new product. (Hint: Make your
assumptions, state them and on that basis present your analysis)

Assumptions:

1. *Target Market*: Younger consumers aged 25-40 looking for modern features.

2. *Product Type*: An electric or hybrid vehicle that aligns with sustainability trends.

3. *Technological Integration*: Features like advanced connectivity and automation.

### Approach to Turn Around the Company:

1. *Market Research*: Conduct surveys to understand consumer preferences and trends in the
automotive industry.

2. *Revamp Product Line*: Focus on launching an electric/hybrid vehicle with innovative features
targeting eco-conscious consumers.

3. *Younger Talent Acquisition*: Hire younger team members with fresh ideas and a modern
perspective on marketing and design.

4. *Engaging Marketing Campaigns*: Develop fun and relatable advertising that resonates with the
younger audience.

5. *Leverage Digital Channels*: Utilize social media and online platforms to create buzz and engage
consumers effectively.

6. *Collaborations*: Partner with tech companies to enhance vehicle technology and attract tech-
savvy buyers.

7. *Community Engagement*: Organize events and workshops to educate consumers about the new
product and its benefits.

8. *Customer Feedback Loop*: Establish channels for customer feedback to continuously improve
products and services.
9. *Sustainability Focus*: Highlight eco-friendly initiatives in marketing materials to attract
environmentally conscious consumers.

10. *Brand Revitalization*: Refresh the brand image to convey innovation and modernity while
maintaining its strong heritage.

6) Why do you think Dettol has commanded the market position for more than 5 decades? (Hint:
Product, Positioning….etc..)

Reasons for Dettol's Market Position

1. *Strong Brand Identity*: Dettol has built a trusted brand image associated with hygiene and
protection over decades.

2. *Effective Product Range*: Offers a variety of products, including antiseptic, hand wash,
disinfectants, and wipes, catering to diverse consumer needs.

3. *Consistent Quality*: Known for high-quality standards, ensuring reliability and effectiveness in
germ protection.

4. *Health Awareness Focus*: Capitalizes on increasing consumer awareness around hygiene and
health, especially during health crises.

5. *Targeted Marketing*: Engages in strategic marketing campaigns that emphasize safety, hygiene
education, and the importance of cleanliness.

6. *Innovation*: Continuously introduces new products and formulations to meet evolving consumer
preferences and health standards.

7. *Distribution Network*: Widely available in various retail channels, making it accessible to a broad
audience.

8. *Trust and Loyalty*: Over the years, Dettol has cultivated strong customer loyalty, often being the
first choice for hygiene products.

9. *Sustainability Efforts*: Increasing focus on environmentally-friendly practices appeals to modern

consumers.

10. *Global Reach*: Effective penetration and adaptation to multiple markets worldwide ensure a
strong global presence.

7) What is the core driver of success of Gillette, and give reasons for your point of view Core Driver
of Success for Gillette:

1. *Innovative Products*: Consistently introduces advanced technology in razors, like multiple blades
and precision trimmers, improving user experience.

2. *Strong Brand Reputation*: Established a powerful brand image synonymous with quality and
performance, building consumer trust.
3. *Effective Marketing*: Utilizes impactful advertising campaigns that highlight product benefits and
resonate with target audiences.

4. *Customer Loyalty*: Maintains high levels of customer retention through reliable products and an
established connection with users.

5. *Diverse Product Range*: Offers various products for different skin types and preferences,
catering to a broad market.

6. *Global Presence*: Extensive distribution networks ensures availability in multiple countries,

enhancing market reach.

7. *Political Partnerships*: Collaborates with barber professionals and influencers, increasing brand
visibility and credibility.

8. *Subscription Model*: Introduced subscription services for convenience, making it easier for
customers to access products regularly.

9. *Focus on Grooming Culture*: Actively promotes grooming as part of modern lifestyle, creating
demand for their products.

10. *Continuous Research and Development*: Invests heavily in R&D to innovate and improve
product offerings, staying ahead of competitors.

8) You know Philips as a company, its business activity. Would you recommend it to get into the
battery business? Why? If you don’t recommend why? Add a brief financial plan to support your
views.

Recommendation: Philips Should Not Enter the Battery Business

Reasons:

1. *Core Competency*: Philips specializes in healthcare, lighting, and consumer lifestyle products.
Entering batteries diverts focus from its strengths.

2. *Market Saturation*: The battery market is highly competitive, dominated by established players
like Duracell and Energizer, making entry challenging.

3. *Technological Challenges*: Battery technology is complex and continuously evolving; Philips may
struggle to match the innovations of specialized manufacturers.

4. *Supply Chain Issues*: Sourcing raw materials like lithium can be unstable, affecting production
and profitability.

5. *Investment Costs*: High initial capital investment required for manufacturing facilities and
technology development could strain resources.

Brief Financial Plan:

1. *Market Analysis*: Conduct thorough research on market demand, consumer preferences, and
potential competition in the battery sector.
2. *Initial Investment*: Estimate an initial investment of $100 million for R&D, manufacturing setup,
and marketing.

3. *Cost Structure*: Plan for high fixed costs related to production facilities and variable costs in
sourcing materials.

4. *Revenue Projections*: Forecast conservative revenue growth in the first three years, anticipating
breakeven by year four.

5. *Risk Management*: Allocate a contingency fund (15% of the budget) to manage unforeseen
costs and market fluctuations.

6. *Performance Metrics*: Establish clear KPIs (e.g., market share, revenue growth) to evaluate the
feasibility and performance of any new venture.

9) Fogg is a very famous perfume brand. Develop a product to beat Fogg in the market. Define the
product and write in detail the analysis you will adopt for making your recommendation.

Product Recommendation: "AeroSpray" – An Innovative Fragrance Line

#### Product Definition:

- *Name*: AeroSpray

- *Type*: Eco-friendly, long-lasting, and customizable personal fragrances.

- *Features*:

- *Natural Ingredients*: Made using organic compounds and essential oils.

- *Customizable Scents*: Customers can blend their fragrance according to personal preferences
using a mobile app.

- *Sustainable Packaging*: Reusable, recyclable bottles with a refill station option.

- *Affordable Pricing*: Competitive pricing strategy targeting budget-conscious consumers.

#### Analysis for Recommendation:

1. *Market Research*:

- Study current fragrance trends and customer preferences.

- Identify gaps in Fogg's product offerings, especially in customization and eco-friendliness.

2. *Target Audience*:

- Focus on environmentally conscious millennials and Gen Z consumers.

- Highlight the importance of personal expression and individuality in fragrance choices.

3. *Competitive Analysis*:
 - Assess Fogg's strengths and weaknesses, especially in pricing, marketing, and product variety.

- Identify unique selling propositions (USPs) for AeroSpray, such as customization and
sustainability.

4. *Brand Positioning*:

- Position AeroSpray as an innovative, eco-friendly alternative to traditional perfumes.

- Emphasize customization and individuality, appealing to modern consumers who seek unique
products.

5. *Marketing Strategy*:

- Use social media campaigns and influencer partnerships to generate buzz.

- Offer sampler kits and limited-time introductory discounts to attract first-time buyers.

6. *Distribution Channels*:

- Launch online through an e-commerce website and platforms like Amazon.

- Consider pop-up stores and collaborations with eco-friendly retail outlets.

7. *Feedback Mechanism*:

- Implement customer feedback loops to refine and adapt products based on consumer responses
and preferences.

8. *Performance Metrics*:

- Set KPIs such as sales growth, customer acquisition costs, and customer satisfaction ratings to
measure success.