Marketing Management
June 2023 Examination

Q.1 Tata Motors is all set to launch its electric car Tata CURVV. It has decided a price
range of approx. ₹15.00 – ₹ 20.00 Lakh with an automatic transmission. Based on the above
information, as a marketing consultant, suggest a suitable segmentation plan for the newly
launched brand (suggest a suitable type of segmentation with appropriate justification).
Based on the type of segmentation, suggest an appropriate Positioning strategy with
justification. (10marks)
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Q.2 Your friend is planning to purchase a laptop for routine usage & is seeking your
guidance for the same. Practically guide him through the steps of consumer buyer decision
making process. (10marks)

Q.3 Read the case & answer the questions based on the case:
Aahar fast food is a very popular evening/late night joint targeting young students, young
couple, and even family. It serves delicious food & customers have always appreciated their
service too. It has its presence in the market since last 10 years in Mumbai & are planning a
Pan-India launch. As a consultant help them with the following:

a) Recommend an advertising strategy for the launch focusing on appropriate message
decisions & specific media vehicles (combination of media vehicles is expected
including social media). (5marks)

b) Suggest at least two sales promotional tools at consumer-level for the new launch
with appropriate justification. (5marks)