Description

Principles of Marketing
April 2024 Examination
1. You have been appointed the director of marketing for Shiva automobiles your
company wants to launch a new range of EV two wheelers in the state of Maharashtra.
How will you go about launching the product? List out all the steps to launch the
product in the context of the marketing Mix. (10 Marks)
Ans 1.
Introduction
The advent of electric vehicles (EVs) marks a revolutionary shift in the automotive industry,
aligning with global sustainability goals and the changing preferences of consumers. As the
newly appointed Director of Marketing for Shiva Automobiles, the task of launching a new
range of EV two-wheelers in Maharashtra presents a unique set of challenges and
opportunities. To navigate this landscape effectively, a strategic approach grounded in the
principles of the marketing mix is essential. This involves a holistic consideration of product
innovation, price positioning, place of distribution, and promotional strategies, tailored to
meet the expectations of our target market. By leveraging these components, we aim not only
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2. You are marketing head of a short messaging social media platform, your company
has been taken over recently by a leading global billionaire, your company has lost out a
lot of consumers because of this and your competition is very active with similar
launches as your product. How will you stop this fall in usage? Create a marketing plan,
which shall engage customers and motivate them to start using your service again. (10
Marks)
Ans 2.
Introduction
In the fast-evolving landscape of social media, the takeover of our short messaging platform
by a global billionaire has sparked a notable decline in user engagement, driven by consumer
skepticism and the aggressive strategies of our competitors. This situation calls for a robust
and innovative marketing plan that not only addresses the immediate concerns but also
repositions our platform as a leading choice for communication in the digital age. Our
approach will focus on rebuilding trust, enhancing user experience, and leveraging unique
features that set us apart from the competition. By engaging directly with our community and
introducing tailored initiatives, we aim to reignite interest and foster a renewed sense of
3. You are the marketing director for Ramson mobile phones, Your Company wants to
launch a new range of phones for the Indian market but the category is cluttered with
many similar products
a. Create a research plan to understand the customers’ needs and preferences. (5
Marks)
Ans 3a.
Introduction
Launching a new range of mobile phones in the cluttered Indian market presents a significant
challenge due to the presence of numerous competitors offering similar products. To
differentiate our offering and meet the specific needs of Indian consumers, a meticulous
research plan is essential. This plan will focus on gathering in-depth insights into customer
b.What are the key attributes that you can create for the product that shall give your
product competitive advantage? (5 Marks)
Ans 3b.
Introduction
In the highly competitive Indian mobile phone market, establishing a distinct competitive
advantage is crucial for Ramson mobile phones to stand out. The key to this differentiation
lies in identifying and incorporating unique product attributes that closely align with the
needs and preferences of Indian consumers. By focusing on innovation, customization, and