Description

Marketing Management

Apr 2025 Examination

 

 

PLEASE NOTE:  This assignment is application based, you have to apply what you have learnt in this subject into real life scenario. You will find most of the information through internet search and the remaining from your common sense. None of the answers appear directly in the textbook chapters but are based on the content in the chapter

Q1. Meera’s family recently moved to Pune, and she wanted to buy a washing machine for their new home. Her decision-making process involved several steps. Initially, she identified the need after struggling with handwashing clothes. She began researching online, reading reviews, and watching videos comparing brands. Her search revealed that consumers valued energy efficiency, ease of use, and after-sales service.

At a local electronics store, Meera interacted with a salesperson who emphasized the features of a mid-range washing machine that matched her requirements. However, her children were drawn to another model with a colorful digital display. Influenced by her family’s preferences and the salesperson’s advice, Meera decided on a slightly costlier model that included advanced features and a sleek design.

After the purchase, Meera felt satisfied because the machine exceeded her expectations, offering convenience and efficiency. However, a week later, she faced issues with installation delays, which slightly dampened her overall experience. Question

Analyze the factors influencing Meera’s buying behavior and decision-making process in this case. Suggest how the store could improve its post-purchase services to enhance customer satisfaction. (10 Marks)

Ans 1.

Introduction

Consumer buying behavior is influenced by a complex interplay of psychological, social, cultural, and economic factors. In the case of Meera, her purchase decision for a washing machine was shaped by multiple factors, including personal needs, external influences, and post-purchase experiences. Moving to a new city and facing the challenge of washing clothes manually created a strong need, prompting her to explore available options through online research. Her evaluation process was influenced by product reviews, salesperson recommendations, and family preferences. Ultimately, she chose a model that aligned with both functional and aesthetic needs, but installation delays impacted her post-purchase

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Q2. Rahul owns EcoLife, a brand specializing in eco-friendly personal care products like biodegradable toothbrushes and organic soaps. Initially, Rahul tried to appeal to all customer segments but struggled with low sales and weak brand recognition. After consulting a marketing expert, he decided to adopt a customer value–driven marketing strategy.

Rahul identified urban millennials as his target audience—individuals concerned about sustainability and willing to pay a premium for eco-friendly products. He tailored his products and marketing efforts to their preferences by offering subscription plans, attractive packaging, and detailed product stories about sustainability.

Rahul also partnered with influencers to promote EcoLife on social media and created engaging educational content about environmental impact. Within six months, sales grew by 40%, and his customer base expanded significantly. However, scaling up production to meet increased demand remained a challenge.

Question

Evaluate how Rahul’s customer value–driven marketing strategy helped EcoLife create value for its target customers.    Suggest one way Rahul can address the challenge of scaling production while maintaining quality. (10 Marks)

Ans 2.

Introduction

In today’s competitive market, businesses must adopt strategies that align closely with customer values to create brand differentiation and drive growth. Rahul’s brand, EcoLife, initially struggled with weak sales and low brand recognition due to a broad, unfocused approach. However, by adopting a customer value–driven marketing strategy, he identified urban millennials as his key target audience—individuals who prioritize sustainability and are willing to invest in eco-friendly products. By tailoring his products, marketing efforts, and brand positioning to meet their preferences, Rahul successfully built a strong brand identity and increased sales by 40% within six months. His strategy i

 

 

Q3 (A) Aditi Sharma owns a boutique home décor store, Artisan Elegance, in Bengaluru. She noticed that her sales had plateaued despite having unique, handcrafted products. Her store’s website lacked detailed product descriptions and had minimal customer engagement features. To address these challenges, Aditi revamped her website to include high-quality images, personalized product suggestions based on browsing history, and an option for customers to share their home décor stories.

She also launched a social media campaign encouraging customers to post photos of her products in their homes using the hashtag #ArtisanEleganceHomes. In return, participants received discount coupons. The campaign gained traction, leading to increased social media engagement and website visits. Many customers reported feeling more connected to the brand, stating that the personal touch enhanced their shopping experience.

Six months later, Aditi observed a 30% increase in sales and a noticeable improvement in repeat customers. However, she also encountered challenges, such as managing increased website traffic and responding to numerous customer queries on social media.

Question

Analyze how Aditi created customer value and engagement for Artisan Elegance. Discuss the role of technology and personalized marketing in her strategy. Suggest one improvement to her current approach to address the challenges she faces. (5 Marks)

Ans 3a.

Introduction

Aditi Sharma’s boutique home décor store, Artisan Elegance, faced stagnant sales despite offering unique handcrafted products. Recognizing the need to enhance customer engagement and digital presence, she revamped her website and leveraged social media to create a more interactive shopping experience. Her approach included high-quality product images, personalized recommendations, and user-generated content through the hashtag #ArtisanEleganceHomes. This strategy successfully increased customer engagement,

 

 

Q3 (B)  Ravi Patel runs a premium bakery, Sweet Cravings, in Mumbai, known for its artisan cakes and pastries. While customers appreciated the quality of his offerings, some found the prices high compared to competitors. Ravi decided to analyze his pricing strategy to balance customer perceptions and profitability.

He conducted a survey and discovered that customers valued the use of organic ingredients, unique flavors, and personalized designs. To capture this value, Ravi introduced a tiered pricing strategy: a standard range for budget-conscious customers, a premium range for those seeking exclusivity, and a customizable luxury range for special occasions.

Additionally, he improved communication of value through detailed product descriptions highlighting the premium ingredients and craftsmanship. Over the next three months, Ravi saw an increase in overall sales and customer satisfaction, though some customers in the standard range expressed concerns about affordability. Question

Analyze how Ravi’s pricing strategy reflects an understanding of customer value. Suggest one solution to address the affordability concerns of customers in the standard range while maintaining profitability.  (5 Marks)

Ans 3b.

Introduction

Ravi Patel’s premium bakery, Sweet Cravings, faced pricing concerns despite being known for artisan cakes and pastries. Customers appreciated the use of organic ingredients, unique flavors, and customized designs, but some found the prices high compared to competitors. To address this, Ravi introduced a tiered pricing strategy, offering a standard range for budget-conscious buyers, a premium range for exclusive options, and a luxury range for custom-designed creations. This strategy increased sales and customer