Marketing Management DEC 2026
Dec 2026 Examination
Q1 EcoLux Skincare, known for its eco-friendly and organic beauty products, has traditionally focused on a niche market of environmentally conscious consumers using a concentrated marketing strategy. With rising demand and greater competition in the sustainability segment, management is considering expanding its targeting approach to include mainstream consumers through differentiated marketing. However, resources are limited, and there is concern about diluting the brand’s specialized image and customer loyalty. How should EcoLux Skincare apply the principles of market targeting and differentiation to decide whether to maintain a concentrated approach or pursue differentiated marketing? Analyze the trade-offs between deepening niche focus and broadening segment coverage using targeting frameworks. (10 Marks)
Ans 1.
Introduction
EcoLux Skincare built its name by focusing on a specific class of people. The EcoLux Skincare group is green, environmental conscious consumers. It was able to achieve a focused strategy with a focus on this specific niche. The demand for products that are sustainable has been increasing rapidly. There is a lot of competition within this field and it’s getting more and more competitive. Management is trying to get in touch with the people who are buying from mainstream stores, also through differentiated marketing. However, the budget is limited. Also,
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Q2 (A) A prominent technology retailer faces a dilemma during an economic downturn: consumers in its core markets become highly price-sensitive, preferring value-for-money products and reducing discretionary spending. The management is debating whether to introduce a new line of budget products, focus on reinforcing its premium brand image, or adopt a hybrid approach. Some members fear that moving downmarket could dilute brand equity, while others argue that value offerings are critical for survival in a recessionary environment. Assess the merits and drawbacks of introducing budget-friendly products versus maintaining a premium positioning during economic downturns. Evaluate how each strategic choice impacts long-term competitiveness, brand equity, and customer loyalty, and recommend the optimal course of action with clear justification. (5 Marks)
Ans 2(A).
Introduction
An economic downturn is hitting the tech retailer with a hammer. Consumers are now looking for value for money. Consumer discretionary spending is soaring. The retailer needs to pick between low-cost products, in the premium category, or mix of both. Any choice comes with a
Q2(B) Let us assume Crescent Beverages, a mid-sized beverage company, recently undertook a major rebranding initiative to differentiate itself from market leaders like Coca-Cola and Pepsi. The company adopted a health-focused positioning, revamped its packaging to emphasize natural ingredients, launched a sub-brand, and amplified customer engagement through digital campaigns and loyalty programs. Despite notable gains in market share and brand awareness, internal debates have emerged regarding the sustainability and scalability of Crescent’s branding approach in the face of growing competition from established and new health-conscious brands. Evaluate Crescent Beverages’ rebranding strategy in terms of its effectiveness in building long-term brand equity against established competitors. Critically assess what improvements or strategic shifts could further strengthen its position, weighing the perspectives of both internal stakeholders and evolving consumer trends. Justify your recommendations. (5 Marks)
Ans 2(B).
Introduction
Crescent Beverages built early rebranding success through health-focused positioning. The company also revamped packaging and increased its digital presence. But the real issue is though. Has this created lasting brand equity, or just some short-term market share gains?
Concept and Application
Effectiveness of the Rebranding So Far
Crescent’s shift to health-focused positioning has created a distinct point of the difference. Coca-