FOSTIMA BUSINESS SCHOOL MBA 1st year, 1st Semester Marketing Management-1 2011-13 Date: 26th July 2011

Section A and B Sub: Assignment This assignment aims you to learn the various concepts of marketing by carrying out a field study and refer books, academic journals. Collection of information, meeting the right people, preparing a report and improving your presentation skills would be the key learning outcomes.
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Annexure 1 consists of five topics related to marketing. You have to form groups of 5 members each I will allocate a topic to each group. You are expected to meet the concerned marketing personnel of the organization and refer to resources available in the library/internet. The group is expected to submit an assignment and also make a presentation on this topic.

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GUIDELINES

1. Each group has to carry out primary research. This is MANDATORY. 2. Attach the visiting card of the person you have met.
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Word limit: 3000 words (excluding annexure). The report and the presentation must include the following: ONE report per group 1. Objectives of the study 2. Analysis of survey 3. Findings 4. Recommendations 5. Conclusions Weight age: 15% for assignment and 20% for presentation. Plagiarism is a serious offence. PLEASE DO NOT DOWNLOAD ANY MATERIAL FROM THE WEBSITES IN YOUR REPORT. ANY VIOLATION WILL ATTRACT ZERO MARKS IN THE ASSIGNMENT. WE REPEAT REFRAIN FROM DOING THIS. WE EXPECT YOU TO WRITE THE ASSIGNMENT IN YOUR OWN LANGUAGE AND NOT BORROWED FROM THE WEBSITES.

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8. Please provide name, address and contact no of the person you have met. You will loose marks in absence of this. This is IMPORTANT
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Last date: 5th Oct 2011

Good luck Hitesh Manocha Annexure 1 There will be two groups working on each topic. One group will take an FMCG product and the other group will be taking a consumer durable/services category. Topic 1

Role of teens(10-19 age group) in purchase of many household items is on the increase. It could be car, durables etc. Analyze the role of teens in the consumer decision making process for any product of your choice. with suitable

Support your answer data/literature/advertisements. Recommendations Topic 2

Creating and enhancing customer value is a continuous process in winning organizations. Take a product/organization of your choice. Analyze the steps/initiatives taken by the organization to enhance value proposition? with suitable

Support your answer data/literature/advertisements Topic 3

Rural markets are large but not an easy market to get in. Take a product of your choice which has made entries into rural marker. It should be in the rural market for at least five years. Analyze the challenges it faced.

How they were overcome/handled?

Recommendations/learning

Topic 4. Take a product of your choice.

Analyze how PEST factors have impacted the working of the organization. Keep a time frame of last five years for your analysis.

Recommendations/learning

Topic 5 Organizations do not have same loyalty programs for every customer.

They discriminate based on certain factors.

Choose any one product of your choice and analyze its loyalty programs for various set of customers.

Analyze how it designs different loyalty programs for various types of customers.

Topic 6 Role of men in purchase of many household items is on the increase. It could be car, durables etc. Analyze the role of men in the consumer decision making process for any product of your choice. Support your answer data/literature/advertisements. Recommendations Topic 7 Tata Motors have targeted the 1 lac plus(Nano), 3 lac(Indica), 5-7 lac(Indigo), 30 lac plus(Jaguar, Land Rover) with suitable

 Analyze how Tata decided to target these segments. You need to analyze why Tata do not have cars in the 15 lac range?

You need to analyze various factors which are taken into consideration in choosing the various segments.

Provide recommendations base on your analysis. You need not choose Tata Motors only.You can choose any other company/products. Carry out a similar analysis for any other product of your choice.