Description
Marketing Management
Sep 2025 Examination
Q1. Apply the concept of buying decision behavior to recommend how a new brand entering the snack food market should tailor its marketing strategies for consumers exhibiting variety-seeking behavior. Justify your recommendations using relevant consumer behavior theories. (10 Marks)
Ans 1.
Introduction
In the highly competitive and dynamic snack food market, consumer preferences often shift rapidly due to changing tastes, trends, and the desire for novelty. Among the various buying decision behaviors, variety-seeking behavior plays a significant role, particularly for low-involvement products like snacks where brand switching is frequent and cost of experimentation is low. Consumers demonstrating this behavior do not stick to a single brand but explore multiple options not necessarily due to dissatisfaction but for the sheer experience of trying something new. For a new brand entering the market, it is essential to understand this behavioral pattern and strategically design marketing initiatives that appeal to such consumers. Employing consumer behavior theories like the Howard-Sheth Model, Maslow’s
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Q2. Analyze how changes in economic conditions, such as inflation or recession, can influence a company’s pricing strategy, and evaluate the steps a company should take to maintain profitability and brand value during such periods. (10 Marks)
Ans 2.
Introduction
Economic conditions play a significant role in shaping consumer behavior and market dynamics. In particular, inflation and recession are two critical economic scenarios that compel companies to revisit and realign their pricing strategies. Inflation leads to higher production and distribution costs, while recession reduces consumers’ purchasing power and alters their spending priorities. In both situations, businesses must strategically manage their pricing without compromising profitability or brand value. A sound pricing strategy should reflect economic realities, customer expectations, and competitive pressures. The following analysis explores how pricing strategies are influenced during such economic shifts and
Q3(A) Design a product mix strategy for a company seeking to expand its market presence by introducing new product lines and variations, while maintaining brand consistency and customer loyalty. (5 Marks)
Ans 3a.
Introduction
In today’s dynamic business environment, companies aiming for expansion must craft a well-structured product mix strategy that aligns with their brand identity and customer expectations. A strategic product mix not only diversifies the company’s offerings but also enhances market reach and competitive positioning. However, this must be done thoughtfully to maintain consistency in brand values and ensure customer trust is not diluted. The following framework outlines key elements of a product mix strategy designed to balance
Q3(B) Design a customer value-driven marketing plan for a mid-sized organic snack company facing increased competition from larger firms, ensuring the plan leverages digital marketing, product differentiation, and customer relationship management for long-term success. (5 Marks)
Ans 3b.
Introduction
In a crowded marketplace dominated by larger players, a mid-sized organic snack company must adopt a customer value-driven marketing strategy to differentiate itself and build lasting loyalty. By focusing on delivering unique value, leveraging digital platforms, and strengthening relationships, the company can maintain relevance and grow sustainably. The following plan outlines a strategic approach integrating product differentiation, digital marketing, and customer relationship management to build brand equity and long-term
