Sem I: Feb -2025 Maximum Marks: 50 Examination: End Sem Exam Date: Duration: 2.5hrs
Program code: 18 Program- MBA for WE	Class: FY	Semester: I Batch 4 (2024-25)
College: K. J. Somaiya Institute of Management	Name of the department/Section/Center: Marketing and International Business
Course Code: 117P18C107	Name of the Course: Marketing Management
Instructions: 1. Attempt any 5 questions out of 6 questions. 2. Support your answer with relevant examples wherever applicable.

Question No.	Max. Marks
1.	Cavin Kare, a key player in the Indian FMCG sector, introduced Indica Easy, a shampoo-based hair color designed for consumers seeking a quick, mess-free, and ammonia-free solution for grey coverage. Targeting urban and semi-urban consumers, the product offers convenience and affordability, making it an attractive alternative to traditional hair dyes. Competing with brands like Godrej Expert and Garnier, Cavin Kare differentiates itself through its easy application format, strong regional distribution, and digital-first marketing approach. By capitalizing on the DIY (Do-It-Yourself) grooming trend, Indica Easy appeals to first-time users and busy professionals who want salon-like results at home without extra effort. How can Cavin Kare assess the Indian hair color market environment, refine its marketing mix strategy for Indica Easy, and identify the best market growth opportunities for long-term success?	10
2.	Parle Products, known for its iconic Parle-G biscuits, has introduced ‘Parle G Oats & Honey’, a healthier variant catering to evolving consumer preferences for nutritious snacks. This new product combines the nostalgic taste of Parle-G with the goodness of oats and honey, targeting health-conscious consumers, young professionals, and parents seeking healthier options for kids. Positioned as an affordable yet nutritious alternative, it competes with brands like NutriChoice and McVitie’s Digestive Biscuits, leveraging Parle’s extensive distribution network and strong brand trust. What product line stretching strategies can Parle adopt for ‘Parle G Oats & Honey’ to expand its market reach and cater to diverse consumer preferences?	10
3.	Paper Boat recently launched ‘Paper Boat Swing’, a sub-brand aimed at expanding its presence in the ready-to-drink fruit beverage segment. Unlike its flagship nostalgic drinks, Swing offers classic fruit juices such as Mango, Guava, and Mixed Fruit, targeting a wider audience, including families and kids. While retaining Paper Boat’s commitment to natural ingredients and no preservatives, Swing is positioned as a more affordable and mass-market alternative, competing with brands like Tropicana and Real. The brand leverages modern trade, e-commerce, and institutional sales to increase accessibility and appeal to a broader consumer base. How does Paper Boat Swing segment its market, target its ideal consumers, and position itself uniquely against established fruit juice brands like Tropicana and Real?	10
4.	Explain ANY TWO of the following: Ethnography research The 5-C Framework The buying decision process for online food ordering for the family Levels of Product	10
5.	No Indian big fat wedding is complete without lots of gold. Homemakers in India hold 11% of the gold in the world. For centuries, India’s culture has regarded yellow metal as a symbol of prosperity. Tanishq the brand for gold ornaments, was launched in 1996. It was the first jewelry retail brand in India. Tanishq has targeted urban women from the upper and upper-middle class section of society as its potential customers. It deals with women who love jewelry and are ready to pay a high price for a beautiful and exclusive piece. Tanishq is aware of the impact of star power and has roped in Indian actor Deepika Padukone as its brand ambassador. It has over 313 stores across the country. Tanishq has several beautiful collections to its name like the INARA collection, IVA collection, ZUHUR, MEHEK, DIVYAM, UTTARA, NILOUFER, MISMATCH, AMARA, QUEEN OF Heart, SHUBHAM, FINE LINE, Aarambh, Ekatvam collection. Explain Keller's brand equity model (Customer-Based Brand Equity - CBBE Model) and apply it to the brand Tanishq.	10
6.	Explain ANY ONE of the following: Mamaearth, founded in 2016, is a rapidly growing D2C personal care brand known for its natural, toxin-free, and eco-friendly products. It has positioned itself as a safe and sustainable alternative to conventional skincare and haircare brands, targeting millennials, Gen Z, and young parents. With a strong digital-first approach, influencer marketing, and eco-conscious initiatives like plastic positivity and tree-planting campaigns, Mamaearth competes with traditional brands like Himalaya and emerging clean beauty brands like Plum and WOW Skin Science. Its commitment to "Made Safe Certified" products and ingredient transparency has helped it gain customer trust and loyalty. How does Mamaearth establish its points of parity with conventional personal care brands while leveraging its points of difference to strengthen its positioning in the clean beauty market? OR Identify POP’s & PODs with respect to the industry and the competition for ANY TWO of the following: Apple Smart Watches Dettol Antiseptic Liquid Domino’s Pizza Amul Dark Chocolate	10