Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2016 Summer 2nd Sem 2820005 Marketing Management Mm Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 02? ? EXAMINATION ? SUMMER 2016
Subject Code: 2820005 Date: 23/05/2016
Subject Name: Marketing Management (MM)
Time: 10:30 AM to 01:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1
(a)
06
1. Marketing is _______
A. An activity B. A set of institutions
C. A process D. All of the above
2. __________ is an important element of Holistic Marketing
A. Buzz
Marketing
B. Viral Marketing
C. Relationship
Marketing
D Social Marketing
3. Segmentation of the Consumer Market can be done on the basis of
A. Demography B. Epistemography
C. Ontography D. Cryptography
4. Points of Parity and Points of Difference are important for
A. Brand Equity B. Brand Positioning
C. Brand Logo D. Brand Character
5. Market leader can defend himself from the Market challenger by
A. Position
Defense
B. Flank Defense
C. Mobile
Defense
D. All of the above
6. _______ is an important major stage in the Industrial Buying process
A. Vendor
rating
B. Order ?routine specification
C. Inspection D. All of the above
Q.1 (b) Short / Definition Questions
1. List the five product levels of the customer value hierarchy
2. What are specialty goods?
3. List the distinctive characteristics of services
4. What is Dutch auction in pricing?
04
Q.1 (c) List and explain briefly the major types of Retailers and Wholesalers 04
Q.2 (a) Discuss the various tools and techniques that organizations use for
gathering market information
07
FirstRanker.com - FirstRanker's Choice
Page 1 of 5
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 02? ? EXAMINATION ? SUMMER 2016
Subject Code: 2820005 Date: 23/05/2016
Subject Name: Marketing Management (MM)
Time: 10:30 AM to 01:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1
(a)
06
1. Marketing is _______
A. An activity B. A set of institutions
C. A process D. All of the above
2. __________ is an important element of Holistic Marketing
A. Buzz
Marketing
B. Viral Marketing
C. Relationship
Marketing
D Social Marketing
3. Segmentation of the Consumer Market can be done on the basis of
A. Demography B. Epistemography
C. Ontography D. Cryptography
4. Points of Parity and Points of Difference are important for
A. Brand Equity B. Brand Positioning
C. Brand Logo D. Brand Character
5. Market leader can defend himself from the Market challenger by
A. Position
Defense
B. Flank Defense
C. Mobile
Defense
D. All of the above
6. _______ is an important major stage in the Industrial Buying process
A. Vendor
rating
B. Order ?routine specification
C. Inspection D. All of the above
Q.1 (b) Short / Definition Questions
1. List the five product levels of the customer value hierarchy
2. What are specialty goods?
3. List the distinctive characteristics of services
4. What is Dutch auction in pricing?
04
Q.1 (c) List and explain briefly the major types of Retailers and Wholesalers 04
Q.2 (a) Discuss the various tools and techniques that organizations use for
gathering market information
07
Page 2 of 5
(b) Simken, an antifriction bearings company is operating in India since last 50
years. Since last 2 years the company is seeing a downward trend in its
annual sales and profits. Using your knowledge of the Business Unit
Strategic Planning process, help the company to create a Strategic Plan in
steps for getting back its sales and profits.
07
OR
(b) IKEA, the Swedish furniture giant is planning to start its first store in India
in 2017. The company markets home furniture which is easy to assemble
and value for money. Discuss the impact of various types of Indian macro
marketing environment on the marketing operations of the company.
07
Q.3 (a) What is Customer Based Brand Equity? Explain the CBBE model of
building brand equity.
07
(b) Your family has been recently thinking of buying a new LED TV for your
house. The old CRT TV is 10 years old and now they are thinking of
replacing it. With your knowledge of Consumer Buying Behaviour explain
the steps that your family would follow for purchasing this product.
07
OR
Q.3 (a) List and explain some of the market challenger strategies of attacking the
market leader with relevant examples
07
(b) Your College is thinking of buying new LCDs for the student council and
activity centre for your College campus. You have been appointed as the
head of the purchase committee responsible for purchasing the LCDs.
Assuming that your team has no previous experience of purchasing LCDs
what are the steps you will follow with the help of your knowledge of the
Organisational Buying Process?
07
Q.4 (a) List and explain the various strategies for adapting the price 07
(b) Launching new products at regular intervals has become one of the key
success factors for any company today. Thus, new product development
process has become an important area for any company aiming at leadership
position in the market. With this as a background, discuss the steps of the
new product development process for companies.
07
OR
Q.4 (a) What is channel design? Explain the steps of the channel design process for
developing a new channel
07
(b) Maxis bank has been losing customers at a very fast rate to its competitors.
There have been reports of very poor service quality being offered by the
bank to its customers. How can you use the concept of Service Quality Gap
for helping the bank manage its Service Quality
07
Q.5 Gillette understands men perfectly. The company understands what
products men desire for their grooming needs. It also knows how to market
to men all around the world. Since the invention of the safety razor by King
C. Gillette in 1901, Gillette has had a number of breakthrough product
innovations. These include the first twin blade shaving system in 1971
named the Trac II, a razor with a pivoting head in 1977 called the Atra, and
the first razor with spring-mounted twin blades in 1989 dubbed the Sensor.
In 1998, Gillette introduced the first triple blade system, Mach3, which
became a billion-dollar brand surpassed only by the 2006 launch of the
?best shave on the planet??the six-bladed Fusion, with five blades in the
front for regular shaving and one in the back for trimming.
14
FirstRanker.com - FirstRanker's Choice
Page 1 of 5
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 02? ? EXAMINATION ? SUMMER 2016
Subject Code: 2820005 Date: 23/05/2016
Subject Name: Marketing Management (MM)
Time: 10:30 AM to 01:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1
(a)
06
1. Marketing is _______
A. An activity B. A set of institutions
C. A process D. All of the above
2. __________ is an important element of Holistic Marketing
A. Buzz
Marketing
B. Viral Marketing
C. Relationship
Marketing
D Social Marketing
3. Segmentation of the Consumer Market can be done on the basis of
A. Demography B. Epistemography
C. Ontography D. Cryptography
4. Points of Parity and Points of Difference are important for
A. Brand Equity B. Brand Positioning
C. Brand Logo D. Brand Character
5. Market leader can defend himself from the Market challenger by
A. Position
Defense
B. Flank Defense
C. Mobile
Defense
D. All of the above
6. _______ is an important major stage in the Industrial Buying process
A. Vendor
rating
B. Order ?routine specification
C. Inspection D. All of the above
Q.1 (b) Short / Definition Questions
1. List the five product levels of the customer value hierarchy
2. What are specialty goods?
3. List the distinctive characteristics of services
4. What is Dutch auction in pricing?
04
Q.1 (c) List and explain briefly the major types of Retailers and Wholesalers 04
Q.2 (a) Discuss the various tools and techniques that organizations use for
gathering market information
07
Page 2 of 5
(b) Simken, an antifriction bearings company is operating in India since last 50
years. Since last 2 years the company is seeing a downward trend in its
annual sales and profits. Using your knowledge of the Business Unit
Strategic Planning process, help the company to create a Strategic Plan in
steps for getting back its sales and profits.
07
OR
(b) IKEA, the Swedish furniture giant is planning to start its first store in India
in 2017. The company markets home furniture which is easy to assemble
and value for money. Discuss the impact of various types of Indian macro
marketing environment on the marketing operations of the company.
07
Q.3 (a) What is Customer Based Brand Equity? Explain the CBBE model of
building brand equity.
07
(b) Your family has been recently thinking of buying a new LED TV for your
house. The old CRT TV is 10 years old and now they are thinking of
replacing it. With your knowledge of Consumer Buying Behaviour explain
the steps that your family would follow for purchasing this product.
07
OR
Q.3 (a) List and explain some of the market challenger strategies of attacking the
market leader with relevant examples
07
(b) Your College is thinking of buying new LCDs for the student council and
activity centre for your College campus. You have been appointed as the
head of the purchase committee responsible for purchasing the LCDs.
Assuming that your team has no previous experience of purchasing LCDs
what are the steps you will follow with the help of your knowledge of the
Organisational Buying Process?
07
Q.4 (a) List and explain the various strategies for adapting the price 07
(b) Launching new products at regular intervals has become one of the key
success factors for any company today. Thus, new product development
process has become an important area for any company aiming at leadership
position in the market. With this as a background, discuss the steps of the
new product development process for companies.
07
OR
Q.4 (a) What is channel design? Explain the steps of the channel design process for
developing a new channel
07
(b) Maxis bank has been losing customers at a very fast rate to its competitors.
There have been reports of very poor service quality being offered by the
bank to its customers. How can you use the concept of Service Quality Gap
for helping the bank manage its Service Quality
07
Q.5 Gillette understands men perfectly. The company understands what
products men desire for their grooming needs. It also knows how to market
to men all around the world. Since the invention of the safety razor by King
C. Gillette in 1901, Gillette has had a number of breakthrough product
innovations. These include the first twin blade shaving system in 1971
named the Trac II, a razor with a pivoting head in 1977 called the Atra, and
the first razor with spring-mounted twin blades in 1989 dubbed the Sensor.
In 1998, Gillette introduced the first triple blade system, Mach3, which
became a billion-dollar brand surpassed only by the 2006 launch of the
?best shave on the planet??the six-bladed Fusion, with five blades in the
front for regular shaving and one in the back for trimming.
14
Page 3 of 5
Today, Gillette has a lead in the shaving and razor business with a 70
percent global market share and $7.5 billion in annual sales. Six hundred
million men use a Gillette product every day, and the Fusion razor accounts
for 45 percent of the men?s razors sold in the United States. Gillette?s mass
appeal is a result of several factors, including extensive consumer research,
quality product innovations, and successful mass communications.
While Gillette?s product launches have improved male grooming, it?s the
company?s impressive marketing knowledge and campaigns that have
helped it reach this international level of success. Traditionally, Gillette
uses one global marketing message rather than individual targeted messages
for each country or region. This message is backed by a wide spectrum of
advertising support, including athletic sponsorships, television campaigns,
in-store promotions, print ads, online advertising, and direct marketing.
Another crucial element in Gillette?s marketing strategy is sports marketing.
Gillette?s natural fit with baseball and tradition has helped the company
connect emotionally with its core audience, and its sponsorship with Major
League Baseball dates to 1939.
Gillette also has ties to football. The company sponsors Gillette Stadium,
home of the New England Patriots, and is a corporate sponsor of the NFL,
making four of its products, Gillette, Old Spice, Head & Shoulders, and
Febreze.
Gillette also sponsors several NASCAR races and drivers and the UK Tri-
Nations rugby tournament. It even created a Zamboni at the Boston Bruins
game that looked like a huge Fusion razor shaving the ice.
While sports marketing is a critical element of Gillette?s marketing strategy,
the brand aims to reach all men and therefore aligns itself with musicians,
video games, and movies?in one James Bond film, Goldfinger, a Gillette
razor contained a homing device.
When Procter & Gamble acquired Gillette in 2005 for $57 billion (a record
five times sales), it aimed for more than sales and profit. P&G, an expert on
marketing to women, wanted to learn about marketing to men on a global
scale, and no one tops Gillette.
1. Evaluate the marketing communications mix of Gillette with your
theoretical knowledge. What suggestions you can give to Gillette for the
improving its marketing communications mix?
2. Some of Gillette?s spokespeople such as Tiger
Woods have run into controversy after becoming endorsers for the brand.
Does this hurt Gillette?s brand
Equity or marketing message? Explain.
3. Can Gillette ever become as successful at marketing
to women? Why or why not?
OR
Q.5 Facebook has brought a whole new level of personal marketing to the world
of business. The social networking Web site fulfills people?s desire to
communicate and interact with each other and uses that power to help other
14
FirstRanker.com - FirstRanker's Choice
Page 1 of 5
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 02? ? EXAMINATION ? SUMMER 2016
Subject Code: 2820005 Date: 23/05/2016
Subject Name: Marketing Management (MM)
Time: 10:30 AM to 01:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1
(a)
06
1. Marketing is _______
A. An activity B. A set of institutions
C. A process D. All of the above
2. __________ is an important element of Holistic Marketing
A. Buzz
Marketing
B. Viral Marketing
C. Relationship
Marketing
D Social Marketing
3. Segmentation of the Consumer Market can be done on the basis of
A. Demography B. Epistemography
C. Ontography D. Cryptography
4. Points of Parity and Points of Difference are important for
A. Brand Equity B. Brand Positioning
C. Brand Logo D. Brand Character
5. Market leader can defend himself from the Market challenger by
A. Position
Defense
B. Flank Defense
C. Mobile
Defense
D. All of the above
6. _______ is an important major stage in the Industrial Buying process
A. Vendor
rating
B. Order ?routine specification
C. Inspection D. All of the above
Q.1 (b) Short / Definition Questions
1. List the five product levels of the customer value hierarchy
2. What are specialty goods?
3. List the distinctive characteristics of services
4. What is Dutch auction in pricing?
04
Q.1 (c) List and explain briefly the major types of Retailers and Wholesalers 04
Q.2 (a) Discuss the various tools and techniques that organizations use for
gathering market information
07
Page 2 of 5
(b) Simken, an antifriction bearings company is operating in India since last 50
years. Since last 2 years the company is seeing a downward trend in its
annual sales and profits. Using your knowledge of the Business Unit
Strategic Planning process, help the company to create a Strategic Plan in
steps for getting back its sales and profits.
07
OR
(b) IKEA, the Swedish furniture giant is planning to start its first store in India
in 2017. The company markets home furniture which is easy to assemble
and value for money. Discuss the impact of various types of Indian macro
marketing environment on the marketing operations of the company.
07
Q.3 (a) What is Customer Based Brand Equity? Explain the CBBE model of
building brand equity.
07
(b) Your family has been recently thinking of buying a new LED TV for your
house. The old CRT TV is 10 years old and now they are thinking of
replacing it. With your knowledge of Consumer Buying Behaviour explain
the steps that your family would follow for purchasing this product.
07
OR
Q.3 (a) List and explain some of the market challenger strategies of attacking the
market leader with relevant examples
07
(b) Your College is thinking of buying new LCDs for the student council and
activity centre for your College campus. You have been appointed as the
head of the purchase committee responsible for purchasing the LCDs.
Assuming that your team has no previous experience of purchasing LCDs
what are the steps you will follow with the help of your knowledge of the
Organisational Buying Process?
07
Q.4 (a) List and explain the various strategies for adapting the price 07
(b) Launching new products at regular intervals has become one of the key
success factors for any company today. Thus, new product development
process has become an important area for any company aiming at leadership
position in the market. With this as a background, discuss the steps of the
new product development process for companies.
07
OR
Q.4 (a) What is channel design? Explain the steps of the channel design process for
developing a new channel
07
(b) Maxis bank has been losing customers at a very fast rate to its competitors.
There have been reports of very poor service quality being offered by the
bank to its customers. How can you use the concept of Service Quality Gap
for helping the bank manage its Service Quality
07
Q.5 Gillette understands men perfectly. The company understands what
products men desire for their grooming needs. It also knows how to market
to men all around the world. Since the invention of the safety razor by King
C. Gillette in 1901, Gillette has had a number of breakthrough product
innovations. These include the first twin blade shaving system in 1971
named the Trac II, a razor with a pivoting head in 1977 called the Atra, and
the first razor with spring-mounted twin blades in 1989 dubbed the Sensor.
In 1998, Gillette introduced the first triple blade system, Mach3, which
became a billion-dollar brand surpassed only by the 2006 launch of the
?best shave on the planet??the six-bladed Fusion, with five blades in the
front for regular shaving and one in the back for trimming.
14
Page 3 of 5
Today, Gillette has a lead in the shaving and razor business with a 70
percent global market share and $7.5 billion in annual sales. Six hundred
million men use a Gillette product every day, and the Fusion razor accounts
for 45 percent of the men?s razors sold in the United States. Gillette?s mass
appeal is a result of several factors, including extensive consumer research,
quality product innovations, and successful mass communications.
While Gillette?s product launches have improved male grooming, it?s the
company?s impressive marketing knowledge and campaigns that have
helped it reach this international level of success. Traditionally, Gillette
uses one global marketing message rather than individual targeted messages
for each country or region. This message is backed by a wide spectrum of
advertising support, including athletic sponsorships, television campaigns,
in-store promotions, print ads, online advertising, and direct marketing.
Another crucial element in Gillette?s marketing strategy is sports marketing.
Gillette?s natural fit with baseball and tradition has helped the company
connect emotionally with its core audience, and its sponsorship with Major
League Baseball dates to 1939.
Gillette also has ties to football. The company sponsors Gillette Stadium,
home of the New England Patriots, and is a corporate sponsor of the NFL,
making four of its products, Gillette, Old Spice, Head & Shoulders, and
Febreze.
Gillette also sponsors several NASCAR races and drivers and the UK Tri-
Nations rugby tournament. It even created a Zamboni at the Boston Bruins
game that looked like a huge Fusion razor shaving the ice.
While sports marketing is a critical element of Gillette?s marketing strategy,
the brand aims to reach all men and therefore aligns itself with musicians,
video games, and movies?in one James Bond film, Goldfinger, a Gillette
razor contained a homing device.
When Procter & Gamble acquired Gillette in 2005 for $57 billion (a record
five times sales), it aimed for more than sales and profit. P&G, an expert on
marketing to women, wanted to learn about marketing to men on a global
scale, and no one tops Gillette.
1. Evaluate the marketing communications mix of Gillette with your
theoretical knowledge. What suggestions you can give to Gillette for the
improving its marketing communications mix?
2. Some of Gillette?s spokespeople such as Tiger
Woods have run into controversy after becoming endorsers for the brand.
Does this hurt Gillette?s brand
Equity or marketing message? Explain.
3. Can Gillette ever become as successful at marketing
to women? Why or why not?
OR
Q.5 Facebook has brought a whole new level of personal marketing to the world
of business. The social networking Web site fulfills people?s desire to
communicate and interact with each other and uses that power to help other
14
Page 4 of 5
companies target very specific audiences with personalized messages.
Facebook was founded in 2004 by Mark Zuckerberg, who was a student at
Harvard University at the time and created the first version of the Web site
in his hostel room.
Zuckerberg recalled, ?I just thought that being able to have access to
different people?s profiles would be interesting. Obviously, there?s no way
you can get access to that stuff unless people are throwing up profiles, so I
wanted to make an application that would allow people to do that, to share
as much information as they wanted while having control over what they
put up.? From the beginning, Facebook has kept its profiles and navigation
tools relatively simple in order to unify the look and feel for each
individual.
Within the first 24 hours the Facebook Web site was up, between 1,200 and
1,500 Harvard students had registered and become part of the Facebook
community. Within the first month, half the campus had registered.
Eventually, in 2006, Facebook opened up to everyone. Today, Facebook is
the most popular social networking Web site in the world, with over 500
million active users. The site allows users to create personal profiles with
information such as their hometowns, work, educational background,
favorite things, and religious affiliation. It encourages them to extend their
network by adding other users as friends, and many people try to see how
many ?friends? they can accumulate. To interact with Facebook friends,
users can send messages; ?poke? each other; upload and view albums,
photos, games, and videos; and ?tag? or label people in their photos. They
can post comments on friends? ?walls? and create status updates viewable to
everyone. In summary, Facebook is fulfilling its mission to ?give people the
power to share and make the world more open and connected.?
Facebook has become a critical marketing component for just about any
brand for several reasons. First, companies, sports teams, musicians, and
politicians can create Facebook pages?a place to communicate to and with
their fans. Facebook pages offer groups and brands a way to personally
interact, build awareness, communicate, and offer information to anyone
who takes an interest. Companies use Facebook to introduce new products,
launch videos and promotions, upload images, communicate to consumers,
listen to feedback, and create an overall personal look and feel. Even
politicians from around the world?from the United States to the
Philippines?use Facebook to push their campaigns and communicate with
supporters on a local, personalized basis. Facebook also offers targeted
advertising opportunities. Banner ads?the company?s major source of
income?can target individuals by demographic or keywords based on the
specific information they have placed in their profiles. Facebook?s growth
and influence have been incredible. In one survey, college students named
Facebook the second most popular thing in their undergraduate world, tied
only with beer. And Facebook is not used only by undergrads. Of the 150+
million users in the United States, 29 percent are aged 35 to 54, while 25
percent are aged 18 to 24. Overall, women represent the fast-growing
segment.
Facebook also tends to have a more upscale, educated, desirable
FirstRanker.com - FirstRanker's Choice
Page 1 of 5
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 02? ? EXAMINATION ? SUMMER 2016
Subject Code: 2820005 Date: 23/05/2016
Subject Name: Marketing Management (MM)
Time: 10:30 AM to 01:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1
(a)
06
1. Marketing is _______
A. An activity B. A set of institutions
C. A process D. All of the above
2. __________ is an important element of Holistic Marketing
A. Buzz
Marketing
B. Viral Marketing
C. Relationship
Marketing
D Social Marketing
3. Segmentation of the Consumer Market can be done on the basis of
A. Demography B. Epistemography
C. Ontography D. Cryptography
4. Points of Parity and Points of Difference are important for
A. Brand Equity B. Brand Positioning
C. Brand Logo D. Brand Character
5. Market leader can defend himself from the Market challenger by
A. Position
Defense
B. Flank Defense
C. Mobile
Defense
D. All of the above
6. _______ is an important major stage in the Industrial Buying process
A. Vendor
rating
B. Order ?routine specification
C. Inspection D. All of the above
Q.1 (b) Short / Definition Questions
1. List the five product levels of the customer value hierarchy
2. What are specialty goods?
3. List the distinctive characteristics of services
4. What is Dutch auction in pricing?
04
Q.1 (c) List and explain briefly the major types of Retailers and Wholesalers 04
Q.2 (a) Discuss the various tools and techniques that organizations use for
gathering market information
07
Page 2 of 5
(b) Simken, an antifriction bearings company is operating in India since last 50
years. Since last 2 years the company is seeing a downward trend in its
annual sales and profits. Using your knowledge of the Business Unit
Strategic Planning process, help the company to create a Strategic Plan in
steps for getting back its sales and profits.
07
OR
(b) IKEA, the Swedish furniture giant is planning to start its first store in India
in 2017. The company markets home furniture which is easy to assemble
and value for money. Discuss the impact of various types of Indian macro
marketing environment on the marketing operations of the company.
07
Q.3 (a) What is Customer Based Brand Equity? Explain the CBBE model of
building brand equity.
07
(b) Your family has been recently thinking of buying a new LED TV for your
house. The old CRT TV is 10 years old and now they are thinking of
replacing it. With your knowledge of Consumer Buying Behaviour explain
the steps that your family would follow for purchasing this product.
07
OR
Q.3 (a) List and explain some of the market challenger strategies of attacking the
market leader with relevant examples
07
(b) Your College is thinking of buying new LCDs for the student council and
activity centre for your College campus. You have been appointed as the
head of the purchase committee responsible for purchasing the LCDs.
Assuming that your team has no previous experience of purchasing LCDs
what are the steps you will follow with the help of your knowledge of the
Organisational Buying Process?
07
Q.4 (a) List and explain the various strategies for adapting the price 07
(b) Launching new products at regular intervals has become one of the key
success factors for any company today. Thus, new product development
process has become an important area for any company aiming at leadership
position in the market. With this as a background, discuss the steps of the
new product development process for companies.
07
OR
Q.4 (a) What is channel design? Explain the steps of the channel design process for
developing a new channel
07
(b) Maxis bank has been losing customers at a very fast rate to its competitors.
There have been reports of very poor service quality being offered by the
bank to its customers. How can you use the concept of Service Quality Gap
for helping the bank manage its Service Quality
07
Q.5 Gillette understands men perfectly. The company understands what
products men desire for their grooming needs. It also knows how to market
to men all around the world. Since the invention of the safety razor by King
C. Gillette in 1901, Gillette has had a number of breakthrough product
innovations. These include the first twin blade shaving system in 1971
named the Trac II, a razor with a pivoting head in 1977 called the Atra, and
the first razor with spring-mounted twin blades in 1989 dubbed the Sensor.
In 1998, Gillette introduced the first triple blade system, Mach3, which
became a billion-dollar brand surpassed only by the 2006 launch of the
?best shave on the planet??the six-bladed Fusion, with five blades in the
front for regular shaving and one in the back for trimming.
14
Page 3 of 5
Today, Gillette has a lead in the shaving and razor business with a 70
percent global market share and $7.5 billion in annual sales. Six hundred
million men use a Gillette product every day, and the Fusion razor accounts
for 45 percent of the men?s razors sold in the United States. Gillette?s mass
appeal is a result of several factors, including extensive consumer research,
quality product innovations, and successful mass communications.
While Gillette?s product launches have improved male grooming, it?s the
company?s impressive marketing knowledge and campaigns that have
helped it reach this international level of success. Traditionally, Gillette
uses one global marketing message rather than individual targeted messages
for each country or region. This message is backed by a wide spectrum of
advertising support, including athletic sponsorships, television campaigns,
in-store promotions, print ads, online advertising, and direct marketing.
Another crucial element in Gillette?s marketing strategy is sports marketing.
Gillette?s natural fit with baseball and tradition has helped the company
connect emotionally with its core audience, and its sponsorship with Major
League Baseball dates to 1939.
Gillette also has ties to football. The company sponsors Gillette Stadium,
home of the New England Patriots, and is a corporate sponsor of the NFL,
making four of its products, Gillette, Old Spice, Head & Shoulders, and
Febreze.
Gillette also sponsors several NASCAR races and drivers and the UK Tri-
Nations rugby tournament. It even created a Zamboni at the Boston Bruins
game that looked like a huge Fusion razor shaving the ice.
While sports marketing is a critical element of Gillette?s marketing strategy,
the brand aims to reach all men and therefore aligns itself with musicians,
video games, and movies?in one James Bond film, Goldfinger, a Gillette
razor contained a homing device.
When Procter & Gamble acquired Gillette in 2005 for $57 billion (a record
five times sales), it aimed for more than sales and profit. P&G, an expert on
marketing to women, wanted to learn about marketing to men on a global
scale, and no one tops Gillette.
1. Evaluate the marketing communications mix of Gillette with your
theoretical knowledge. What suggestions you can give to Gillette for the
improving its marketing communications mix?
2. Some of Gillette?s spokespeople such as Tiger
Woods have run into controversy after becoming endorsers for the brand.
Does this hurt Gillette?s brand
Equity or marketing message? Explain.
3. Can Gillette ever become as successful at marketing
to women? Why or why not?
OR
Q.5 Facebook has brought a whole new level of personal marketing to the world
of business. The social networking Web site fulfills people?s desire to
communicate and interact with each other and uses that power to help other
14
Page 4 of 5
companies target very specific audiences with personalized messages.
Facebook was founded in 2004 by Mark Zuckerberg, who was a student at
Harvard University at the time and created the first version of the Web site
in his hostel room.
Zuckerberg recalled, ?I just thought that being able to have access to
different people?s profiles would be interesting. Obviously, there?s no way
you can get access to that stuff unless people are throwing up profiles, so I
wanted to make an application that would allow people to do that, to share
as much information as they wanted while having control over what they
put up.? From the beginning, Facebook has kept its profiles and navigation
tools relatively simple in order to unify the look and feel for each
individual.
Within the first 24 hours the Facebook Web site was up, between 1,200 and
1,500 Harvard students had registered and become part of the Facebook
community. Within the first month, half the campus had registered.
Eventually, in 2006, Facebook opened up to everyone. Today, Facebook is
the most popular social networking Web site in the world, with over 500
million active users. The site allows users to create personal profiles with
information such as their hometowns, work, educational background,
favorite things, and religious affiliation. It encourages them to extend their
network by adding other users as friends, and many people try to see how
many ?friends? they can accumulate. To interact with Facebook friends,
users can send messages; ?poke? each other; upload and view albums,
photos, games, and videos; and ?tag? or label people in their photos. They
can post comments on friends? ?walls? and create status updates viewable to
everyone. In summary, Facebook is fulfilling its mission to ?give people the
power to share and make the world more open and connected.?
Facebook has become a critical marketing component for just about any
brand for several reasons. First, companies, sports teams, musicians, and
politicians can create Facebook pages?a place to communicate to and with
their fans. Facebook pages offer groups and brands a way to personally
interact, build awareness, communicate, and offer information to anyone
who takes an interest. Companies use Facebook to introduce new products,
launch videos and promotions, upload images, communicate to consumers,
listen to feedback, and create an overall personal look and feel. Even
politicians from around the world?from the United States to the
Philippines?use Facebook to push their campaigns and communicate with
supporters on a local, personalized basis. Facebook also offers targeted
advertising opportunities. Banner ads?the company?s major source of
income?can target individuals by demographic or keywords based on the
specific information they have placed in their profiles. Facebook?s growth
and influence have been incredible. In one survey, college students named
Facebook the second most popular thing in their undergraduate world, tied
only with beer. And Facebook is not used only by undergrads. Of the 150+
million users in the United States, 29 percent are aged 35 to 54, while 25
percent are aged 18 to 24. Overall, women represent the fast-growing
segment.
Facebook also tends to have a more upscale, educated, desirable
Page 5 of 5
demographic than competitive social networks, and therefore it charges
more for its advertising ads. In 2010, Facebook surpassed Google as the top
Web site in the world based on unique visitors per month and also ranked
number one for number of pages viewed per month. Facebook has become
an important part of consumers? everyday lives and therefore a critical
component in personal marketing strategies.
1. Why is Facebook unique in the world of personal
Marketing?
2. Evaluate the personal marketing communications mix used by Facebook.
What are the company?s greatest strengths and risks?
3. Discuss some of the privacy issues that can be a challenge to Facebook.
Will privacy restrictions limit its ability to Offer personal marketing
opportunities?
*************
FirstRanker.com - FirstRanker's Choice
This post was last modified on 19 February 2020