Course: Marketing Management
June 2022 Examination

1. Italiano is a popular restaurant in the Vile Parle area of Mumbai. The lockdown and
subsequent Covid restrictions force the restaurant to shut shop. The owner Mr Ranjeet
Sharma is also the main chef of the restaurant decided to start operations from home an
use the apps of Zomato and Swiggy to run the place as a cloud kitchen. The business not
only survived but became a profitable venture. The recent lifting of restrictions as put Mr
Sharma in a quandary, should he now re- rent restaurant space at a very expensive rental
value or should he continue to run it as a cloud kitchen. He has approached you, a
marketing consultant for advice on devising a plan of action. What would you advise?
Create a plan of action for the business. Create a communication plan. Create a consumer
outreach plan. (10 Marks)

2. You are the marketing director of Football Federation of India. Soccer as a sport although
very interesting is not a popular audience sport in India. How would you generate
consumer interest in Football? Create a marketing plan for making Football as a
consumer sport using the marketing mix principles. (10 Marks)

3. You are the marketing director for Super max theatre chain. You want to build a footprint
for the chain across India. Before the commercial launch of the service you want a better
orientation of consumer expectations.

a. Plan a research program with clearly defined target groups, geographies, demographics
you shall plan your research project. (5 Marks)

b. Create a 10-question survey questionnaire. (5 Marks)

 

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