MARKETING MANAGEMENT

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SUBJECT – MARKETING MANAGEMENT

Q 1.) VIRGIN MOBILE

Questions

Q. 1) Who was the Target Market for Virgin Mobile?

Answer: Virgin Mobile is part of Virgin Group Limited, a venture capital conglomerate founded by British business tycoon Sir Richard Branson. Virgin Mobile was the first Mobile Virtual Network Operator which launched in United Kingdom in 1999 as a joint venture between T-Mobile and Virgin Group. This means that Virgin Mobile does not maintain its own network; instead uses long term contracts to use networks and infrastructure of existing mobile service providers, T-Mobile in this case. After its launch, Virgin Mobile followed niche marketing and targeted consumers within the age groups of 18 to 35 years. The company marketed its brand smartly among its target market by creating flashy advertisements and attractive sales outlets. It initially targeted to tap in Pre-

Q. 2) What do you understand by Value Creation in context to this case study?

Answer: Various steps that Virgin is taking to add value to the customer are on price, quality, technology and social front. Company is providing the best prices in whichever plan you go, quality of signals is not only comparable but better than most of the service providers, on technology front it is the first in India to go for one-touch VAS access from every Virgin Mobile.

Under the terms of the new services agreement, IBM will begin transitioning Virgin Mobile USA's existing IT infrastructure and application suite into its

Q. 3) Does the customer acquisition and retention strategy really help Virgin Mobiles?

Answer: The company is aware that they are entering into a very established and competitive market to position themselves. They understand that they cannot start making profit from the day one neither they have any plans for it: According to the patron, Sir Richard “We want to offer a more customized and significant offering for a single segment.” Only 10% of the above mentioned segment company targets and have plans to attain and hold them by various innovative propositions, some of them are:

·         Providing services which were not offered so far

·         Paid incoming calls

Q. 4.) Study and elaborate the business model of Virgin mobile?

Answer: Virgin Mobile, a service provider in UK which was launched in 1999 as the world’s first Mobile Virtual Network Operator (MVNO). Being a virtual network operator, Virgin Mobile does not maintain the technical infrastructure for its service offerings instead uses long term contracts with Mobile Network Operators (T-Mobile in this case) to use their technical setup. Virgin Mobile was launched as a joint venture involving T-Mobile and Virgin Group. Virgin Group is a British conglomerate offering business products like Beverages, Airlines, Trains,

Q 2.) SOTC: An Overview

Questions

Q. 1. What P’s are involved in marketing mix of services?

Answer:The marketing mix is the set of controllable, tactical marketing tools that a company uses to produce a desired response from its target market. It consists of everything that a company can do to influence demand for its product. It is also a tool to help marketing planning and execution.

The four Ps of marketing: product, price, place and promotion

The marketing mix can be divided into four groups of variables commonly known as the four Ps:

·         Product: The goods and/or services offered by a company to its customers.

·         Price: The amount of money paid by

·          

Q. 2. Explain the People mix with reference to SOTC?

Answer:

Q. 3. State the key to success for SOTC?

Answer: Setting an endeavor may not always be an easy task; obstacles are bound to come in its way and when this happens, help is welcome and needless to say without help of those people whom we are mentioning here, this endeavor would not have been successful. We wish to thank our parents for their undivided support and interest, who have inspired us and encouraged us to go our own way, without whom we would unable to complete this project. We are grateful to our Marketing Professor, MrMenon for his continuous support for the project, from initial advice in the early stages of conceptual inception, and through ongoing advice and encouragement to

Q. 4. Give an short marketing mix of services of Banking?

Answer: In banking the products are services. Services cannot be seen or protected like goods. The potential buyer of the services can form an opinion about the services offered. The product should suit the market needs. Bank services are viewed in terms of the satisfaction they deliver and not just the things that are created with value. The banks primarily deal in services and therefore, the formulation of product mix is required to be in the face of changing business environment conditions.

The changing psychology, the increasing expectation, the r

Q 3.) ICICI: Hum HaiNaa

Questions

Q. 1. According to u what driven the success of ICICI in presence of so many nationalizedbanks?

Answer: What’s ICICI’s secret? An uncanny ability to continually transform its financial products, operational processes, and customer-facing services by exploiting world-class technologies. Unlike most Western CEOs, Kamath believes that business and technology are intertwined and as such must be integrated into a coherent “business technology (BT)” strategy, which Kamath summarizes into a neat value equation: (People x Process)^Technology =

Q. 2. What do you understand by customer satisfaction? How did ICICI gain it?

Answer: Auditing the way of service provided in a branch of ICICI Bank gives lot more clarity of the services delivered to their customers. Basically, the service-profit chain establishes relationships between profitability, customer loyalty, and employee satisfaction, loyalty, and productivity. The links in the chain (which should be regarded as propositions) are as follows: Profit and growth are stimulated primarily by customer loyalty. Loyalty is a direct result of customer satisfaction. Satisfaction is largely influenced by the value of services provided to customers. Value is created by satisfied, loyal, and productive employees. Employee satisfaction, in turn,

Q. 3. How the ICICI did changed the Indian Banking approaches?

Answer:ICICI Bank is an Indian multinational banking and financial services company headquartered in Mumbai, Maharashtra. As of 2014 it is the second largest bank in India in terms of assets and market capitalization. It offers a wide range of banking products and financial services for corporate and retail customers through a variety of delivery channels and specialized subsidiaries in the areas of investment banking, life, non-life insurance, venture capital and asset management. The Bank has a network of 3,800 branches and 11,162 ATMs in India, and has a presence in 19 countries. ICICI Bank was established by the Industrial Credit and Investment Corporation of

Q. 4. What you understand by Post Decision Process?

Answer: Banking in Indian post nationalization in 1969 projected a picture of a laid back approach, where the basic focus was driven towards savings and deposits. Most retail customers with banks operated with in the dictate laid down by banking regulations. Aspects like, banking between 10- 2pm, Saturday half-day, Sunday off day, lag time get drafts made and numerous other facets which were like bottlenecks with which the retail customer at the bank was

Q 4.) Why Grow Up" Frooti

Questions

Q. 1. What is main objective of the “why grow up “campaign?

Answer: “Why Grow Up” was a campaign started by Parle Agro to give Frooti new look and new positioning. The campaign was started in 2009 and now when we look back, it seems that creative agency has done a wonderful job in creating this campaign. Advocacy is the most powerful means of creating goodwill and thus creating stronger brand. In all these advertisements, company has used common people and they are seen playing around with large, non-symmetrical, funny mango.  This is a great strategy in which brand has given

Q. 2. According to you what impact did the “why grow up campaign on consumer’s mind?

Answer:Frooti, or Mango Frooti, as it is popularly called, is the largest-selling ready-to-consume mango drink in India. Launched in 1985, it is the flagship product of Parle Agro Pvt. Ltd. When it was launched, it took the country by storm as it was the only beverage sold in an innovative Tetra Pak packaging which was a new concept for Indian consumers.

Ever since its launch, Frooti has acquired a large market share and continues to be the most popular mango drink even today. The tagline “Mango Frooti - Fresh and Juicy” has huge brand recall value for consumers and has helped the brand strengthen and

Q. 3. What role do the packaging plays create an image of brand like frooti?

Answer:When Frooti was launched in a green rectangular tetrapak as a ready-to-serve mango drink, it was a first of its kind in India. Since, the packs could be carried easily and conveniently, the packaging played a major role behind making the product popular. The catchy tagline helped the brand gain an unparalleled recall value in the product category, as Chauhan says, “One of the reasons, due to which Frooti has been able to maintain its leadership position, is the brand’s unique ability to change that has kept it true to its essence, “Fresh ‘n’ juicy.”The brand,

Q. 4. How successful the “why grow up” campaign?

Answer:The copy writing of Mango Frooti like where one of the print ad says “Sip It Like Nobody’s Watching” is really nice and catchy and in another where there is an empty frootibottle,its bit creative it shows that how frooti has a soothing effect on people.I feel Mango frooti should come up with more creative and innovative ads. There are print ads which are a part of their recent campaign “Why Grow Up”. These ads are actually creative,where pictures do all the talking it doesn’t even confuse the audience. There is one of the digital ad which appeared

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