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GlowWell Ltd. is in the Personal Care industry. The company has launched a new range of herbal face creams in the market. These creams are made from natural ingredients with different variants for oily, dry, and sensitive skin. To effectively communicate the benefits and unique features of these creams to customers, the company should use a combination of advertising, sales promotions, and personal selling. They must also produce online banner advertisements and use their websites to meet the needs of their consumers. Identify the promotional strategy of GlowWell Ltd.
[Refer to image in original paper] Identify the promotion strategy shown in the image above.
Which of the following is not the quality of good brand name?
[Refer to image in original paper] Identify the promotion strategy shown in the image above.
From the given typical sales promotion activities in Column I and related examples in Column II, identify the matching pair and choose the correct option. Column I: 1 Business Promotion, 2 Sales Force Promotion, 3 Consumer Promotion, 4 Trade Promotion. Column II: A Loyalty Reward Programmes, B Commission, C Corporate Entertainment, D Trade Show Displays.
[Refer to image in original paper] Identify the type of brand name.
Assertion (A): Television is a powerful advertising media. Reason (R): As it creates impact through sight, sound and movement.
Taglines are basically simple but powerful messages that help to communicate an enterprise goals, missions etc. It can come in the form of:
Find the odd one out amongst the following Generic names:
Ponds is an example of this type brand also referred to as umbrella branding:
From which sector of the public are we trying to achieve a response, is the _______ rule that should be considered when planning any advertising activity.
Differentiate between a logo and a tagline.
[Refer to image in original paper] ______ and ______ are the components of a Brand shown in the figure.
Sales promotions initiatives are often referred to as above the line activities.
Rushan devised an apparatus to measure the quality of air at home which can be fitted in any Air conditioner and the air conditioner can become an air purifier as well. His product is still in the pre-commercialization stage. Rushan wants to exclude others from making, using, selling and importing this apparatus. The intellectual property right which Rushan will have to obtain is:
Which of the following statement is related to Below-the-Line promotion approach that a company can use to promote its products?
Krishiv manufactures lamp shades in his cottage industry where labour intensive techniques are used. He is selling these lamp shades under the brand name U-lite. They are in great demand as nowadays interior designers are using lamp shades to give an aesthetic look to the houses they design. For Krishiv, the per unit cost of each lamp shade is Rs. 450 and he sells it for Rs. 900. Similar lamp shades are available in the market and on online websites in the range of Rs. 1,000 - Rs. 1,100 per unit. The pricing strategy used by Krishiv is the one where the price of the product is initially set at a price lower than the eventual market price to attract new customers. His objective is to increase the sales volume, rather than to make profit in the short-run. The pricing strategy adopted by Krishiv is:
Prabhas is the creative head of an advertising agency. His latest project is to design a campaign for super food for children in the age group of 6 months to 2 years. He developed a jingle in Hindi as well as in English language to reach out to the maximum audience of the market segment. By doing this, he is not only informing and selling the product but also improving the image of the business. When any advertising activity is planned, there are four rules to be considered. From the following, identify the rule/rules that are taken into consideration by Prabhas in the above case: (i) Aim (ii) Target (iii) Media (iv) Competitors
Which of the following is not a component of Brand?
Assertion (A): Sales promotion relates to short-term incentives or activities that encourage the purchase or sale of products or services. Reason (R): Sales promotion helps to create awareness about the companies products.
Even after providing good food, excellent hospitality and other services, The Concept, a five star hotel, is facing problem of low demand for its rooms. To increase demand of the rooms in the hotel the Chief Executive Officer of the hotel called the Marketing Manager for advice. The Marketing Manager suggested that with a booking for three days and two nights package the hotel should announce an offer to provide free dinner along with complimentary breakfast for one day, as well as a free stay for one day at a good resort for its clients within a month. The promotion strategy or approach suggested by the Marketing Manager is:
Explain any two components of the term Brand.
List the four types of pricing strategies.
What are the main public relation tools?
State any four advantages of penetration pricing method to the firm.
State any four purposes of Logo.
Government banned the use of polythene bags and single use plastic material in order to curb the increasing pollution level by dumping of plastics. Harjot took this as an opportunity and is planning to manufacture biodegradable bags of different sizes by processing the sugarcane bagasse. Create a logo and a tagline for the bags manufactured by Harjot.
What is meant by Personal Selling? State any two roles of a salesperson.
Give the meaning of Variable Price Method of pricing.
Identify the term that is used to identify the products of one firm and differentiate them from those of the competitors. Also, explain the term.
Ariha loves eating good food and for that she generally visits famous restaurants. She is very fond of Kheer and after eating food she requests for Kheer as a dessert. Quite frequently she discovered that Kheer was not available in many restaurants. So she decided to make instant Kheer-mix in various flavours like Mango, Kesar-Elaichi, Malai-Rabri etc. and started selling these in the neighbourhood. The Kheer-mixes became popular in the neighbourhood, as they were easy to make and had a good taste. Now one of her friends suggested that she should consider selling the Kheer-mixes to the retailers and also to the restaurants directly. To achieve this she had to keep a distinctive name to distinguish her Kheer-mixes from that of the competitors, if any. (a) Identify and explain the component of product mix discussed in the above case. (b) Also identify and explain the term through which the name given by her to the product can get legal protection.
Explain Number of buyers and Types of buyers as considerations related to market while selecting a channel of distribution.
Riya Sharma, a mechanical engineer, invented a smart water purifier that can detect and remove specific bacteria using AI sensors. She applied for legal protection so that no one could make, use, or sell her invention without permission. Neha Kapoor, an artist, wrote and illustrated a children storybook titled Dreams of the Sky. She wanted to ensure that no one could copy, reproduce, or publish her work without authorization. Arjun Patel, an industrial designer, created an ergonomic chair design with a distinctive shape and appearance. He applied for protection so that competitors could not duplicate its visual features. Identify and name the type of intellectual property right each entrepreneur is protecting and explain the purpose of each type of IP rights.
What is meant by skimming pricing method? State any two advantages and any two disadvantages of skimming pricing method.
Aanya and her brother Arjun started a new coffee brand called BeanBrew Cafe in Pune. They wanted to create a strong identity that customers could easily recognize among the many coffee shops in the city. They worked with a local graphic designer to create a distinctive design and mark - a brown coffee cup with rising steam shaped like a heart, along with the brand name in bold cursive lettering. The distinctive sign appeared on their cafe boards, coffee mugs, napkins, staff uniforms, and social media pages. Customers began associating the steaming coffee cup with warmth, comfort, and quality service. Aanya realized that this was not just an image but a symbol of trust and consistency for her business. Find the concept mentioned in the above case study and enlist any three purposes served by this concept.
TechTales Pvt. Ltd. is a well-known company engaged in manufacturing innovative educational gadgets for children. The company is in the process of developing a new product, a Smart Story Lamp, which allows parents to record bedtime stories and messages for their children when they are not at home. The device has a built-in voice recording and playback system - whenever the child switches on the lamp, the recorded message or story plays automatically, helping parents stay emotionally connected even in their absence. Although this product faces strong competition from different brands in the Indian market. The management of TechTales Pvt. Ltd. is considering a reasonable price strategy to reach customers who are currently using other brands. Identify the pricing strategy that the management is planning to adopt. State any two advantages of adopting this pricing policy for TechTales Pvt. Ltd. Suggest a better pricing strategy apart from the one identified to switch the customer from the other brands.
a) GlowPure Naturals, a skincare brand, introduced its new range of herbal face creams. To reach a large audience, the company launched an advertising campaign titled Pure Skin, Pure Confidence. The ads were telecasted on national TV channels, published in beauty magazines, and streamed on YouTube. The brand catchy jingle and celebrity endorsement helped it gain quick recognition and establish itself as a trusted skincare name across India. b) FitSip Pvt. Ltd., a new brand of protein shakes, wanted to promote its products among gym-goers and health-conscious youth. Instead of running television ads, the company conducted free sampling events at gyms and fitness clubs across metro cities. They offered discount vouchers for first-time buyers and launched a Share Your Fitness Story contest on Instagram. Identify the promotional approach used by GlowPure Natural and FitSip Pvt. Ltd. and explain with examples.
Explain any three factors affecting channels of distribution with relation to the nature and quality of the product being distributed.
Meera, a young entrepreneur, recently started her own business of handmade soaps. However, due to limited financial resources, she was concerned about how to sell her products to customers without spending much on distribution. She discussed this problem with her cousin, who worked in an e-commerce start-up. He suggested that she sell directly to customers through online platforms and social media, eliminating the need for intermediaries. Taking his advice, Meera decided to adopt a simple channel of distribution that would help her reach customers directly and reduce costs. (i) Identify the channel of distribution adopted by Meera. (ii) Explain the channel of distribution mentioned above. (iii) Give any two advantages of this type of channel.
What is meant by a Sales Strategy? State how a successful sales strategy helps the sales force?
Luxora recently launched a premium smartwatch in the market after extensive research and innovation. The smartwatch offers several unique health and connectivity features that set it apart from existing products. To recover its high research and production costs, the company decided to set a high initial price. Despite the high price, demand remained strong as quality-conscious customers were willing to pay more for the product superior features and value. a) Identify and explain the pricing strategy used by Luxora. b) Explain any two advantages of this pricing strategy.
The four iconic words that Diamond is Forever had a significant impact on the diamond industry perception and consumer behaviour. It created a strong association between diamonds and eternal value, emphasizing their symbolic meaning of everlasting love and commitment. This messaging influenced consumers to perceive diamonds as timeless and indispensable, leading to increased demand and a cultural belief in the enduring significance of diamonds as a precious gemstone. (i) Name one marketing term used for the slogan A Diamond is Forever and provide its definition. (ii) What impact did the tagline A Diamond is Forever have on the diamond industry perception and consumer behaviour?
Jai Prakash Ltd., was running into losses for the past few years. The company appointed a consultant to look into the reasons for the loss. The consultant after analysing everything framed a sales strategy which helped the sales force spend time targeting the correct customer at the right time. This helped the company to revive their profits within a few months. Explain the types involved in this strategy.
What is meant by goal setting? S.M.A.R.T goals help the businesses to go beyond the realm of goal setting into an actionable plan for results. What do A and S stand for? Describe the two.
What is meant by skimming pricing method? State any two advantages and any two disadvantages of skimming pricing method.
Explain the three components of a Brand.
Rupali intends to start an enterprise that will produce healthy alternatives for chocolates and sugar cravings. In order to assess the taste preferences of people and possible options for flavours she conducted an online survey. Based on the information collected she analysed the market and decided to launch coconut, jaggery and sesame based chocolates under the brand name Coco Demerara. She decided to fix the price of chocolates at a relatively lower level in the beginning and later on as the demand picks up she may revise the price. (a) Identify the pricing strategy used by Rupali for her chocolates. (b) State the marketing objective of the pricing strategy opted by Rupali. (c) Mention any two advantages of the pricing strategy to the firm.
Give the meaning of channel of distribution. Explain any four factors affecting channels of distribution with relation to the nature and quality of the product being distributed.
State by giving any three points how direct channel of distribution is helpful to producers.
What is meant by a Sales Strategy? State how a successful sales strategy helps the sales force?
Aircon Ltd. manufactures and sells desert coolers with various unique features. There is no competitor of Aircon Ltd. in the market. So they decided to sell these at a high price. Inspite of having unique features its sale was not picking up. They tried to find out the reason for this. After market research they found that to raise their market-share, they have to revise their pricing method. The company decides to adopt a pricing method based on manufacturing estimates which should cover the cost of producing the coolers plus a reasonable profit. (a) Identify the pricing method Aircon Ltd. decides to adopt. (b) State one advantage and one disadvantage of this pricing method.
GRX Ltd. has marked its presence for its Apple Cider Vinegar on different social media platforms like Facebook, Instagram etc. by demonstrating features and benefits not available with the competitors products without mentioning their names. (a) Identify the type of sales strategy adopted by GRX Ltd. (b) Name and state the other type of sales strategy available with the businesses. (c) List any two points of consideration required for creating an effective sales strategy.
Sultan Trucks Limited are the manufacturers of commercial trucks for the last 20 years. The company had been doing good business, but recently due to irregular supply of parts by its suppliers, the company could not make timely delivery of trucks to the parties, who had booked their trucks. The customers cancelled their bookings and there were very few new bookings. The sales of the company started declining that resulted into losses. The management of the company analysed the problem and decided to takeover those two firms because of whom the problem arose, one of them was supplying tyres for its trucks and another axles to the company. The company also extended credit facilities to the customers and started booking the trucks without charging any booking amount. It also decided to employ 100 unemployed youth, with 50% reservation for females to take up the cleaning operations, using the imported machines, inside the factories as well as the surrounding areas. Identify and state the concepts of enterprise marketing and growth strategies discussed in the above paragraph.
Aryan started a Super Specialty Store, Sampada. Its products are sourced from hand-picked suppliers. These products are sold under Sampada own brand. Its promotion strategy is very specific and focuses on targeted groups of customers. The purpose of this promotions strategy is to develop the brand Sampada by creating awareness among the customers. To do this, Sampada Facebook and Twitter pages encourage two-way communication with customers. These social media channels provide a platform through which Sampada can interact with customers. It can then assess their opinions about the brand. (a) Identify the promotion strategy adopted by Sampada. (b) List the activities that are included in the strategy identified in (a) above for creating brand awareness. (c) Also, explain the promotion strategies other than the one identified in (a) above.
Handiwala is a biryani delivery chain having franchisee outlets all over the country. They started their operations in the country in the year 2012. Since Biryani is not a new item for Indian kitchens, they knew that they had to face a lot of challenge from the competitors. Therefore, they decided to maintain highest quality standard to add new customers and retain the old. Their idea was to collect, manage and link customer information with the goal of marketing the products effectively. For this purpose they started offering lot of discounts when customers ordered online. They offered free home delivery in case the order exceeded Rs. 500. They also offered to supply free-of-cost, the ordered items of biryani in case of a complaint. The company also spent a substantial amount in maintaining the database of all the customers. They were sure that through these initiatives they will be able to gain more market share. (a) Identify and explain this concept. (b) How is this concept used in the present day? (c) What is the impact of technology on this concept? (d) Enlist two benefits of this concept.
(a) What is meant by advertising? State any four rules to be considered while planning any advertising activity and any four responses for developing effective advertising.
Which of the following statement is related to 'Below-the-Line' promotion approach that a company can use to promote its products ?
State by giving any three points how direct channel of distribution is helpful to producers. What is meant by a 'Sales Strategy' ? State how a successful sales strategy helps the sales force ?
Which of the following is not a component of 'Brand' ?
What is meant by 'advertising' ? State the any four rules to be considered while planning any advertising activity and the any four responses for developing effective advertising. Give the meaning of 'Franchise Agreement'. Explain the four main ingredients of a 'Franchise Agreement'.
In this method of pricing, goods are sold at higher prices so that fewer sales are needed to break even. It also helps the company in recovering the research and development costs which are associated with the development of a new product. This method of pricing is :
Look at the given picture and state what it represents out of the following : (The picture shows the State Bank of India symbol above the words 'State Bank of India'.)
'Payal Ltd.' is the manufacturer of high end costly water purifiers. Their water purifiers are unique and different from the purifiers available in the market. For its marketing they appointed salespersons who will go door-to-door and explain the unique features of their product. From the following, identify the channel of distribution adopted by 'Payal Ltd.' :
Patents ______________________________ . (i) grant an inventor the right to exclude others from making, using, selling, offering to sell, and importing an invention for a limited period of time, in exchange for the public disclosure of the invention. (ii) give the creator of the original work exclusive rights, usually for a limited period. (iii) are a recognizable sign, design or expression which distinguishes products or services of a particular trade from the similar products or services of other traders. (iv) protect the visual design of objects that are not purely utilitarian. It can be a two or three dimensional pattern used to produce a product. Choose the correct option from the following :
A brand or a part of a brand that is given legal protection against its use by other firms is called __________.
'Golden Ice Cream Limited' is a manufacturer and supplier of ice creams. They set the price of their various ice cream varieties based on manufacturing estimates. The company had been earning good profits over the last many years as there were no competitors in the market for their ice creams. However, during the last year, the company incurred heavy losses. On investigation they noticed that while setting the prices, they did not take into account the actions of competitors, which may have led to these losses. Additionally, the pricing method used by the company includes sunk cost and ignores opportunity costs. (a) Identify the pricing method used by the company. (b) Explain any two advantages of the pricing method identified in (a) above.
Explain any three product-related considerations to be used by an entrepreneur while selecting the channel of distribution. Explain 'above-the-line' promotion strategy used by a company to promote its products.
'Price skimming' is used :
Refer to the picture given below and identify the type of channel of distribution : (The picture shows three labelled images in sequence: Producer, Retailer, Customer.)
Match the components of Marketing Mix given in Column I with their Meaning given in Column II. Identify the correct option from those given below : Column I : (1) Product (2) Price (3) Place (4) Promotion Column II : (a) It refers to the point of sale. (b) It refers to all activities undertaken to make the product or service known to the user and trade. (c) It refers to the item actually being sold. (d) It refers to the value that is put on the product.
Explain 'Public Relations' as a tool of promotion used by companies to promote their products and services. In the picture above a seminar organized by 'Hi-end-fashion Designer' to increase, its sales is being depicted. This is an example of which of the following sales promotion activities ?
'Swadisht', an online food delivery platform, has been in business for the last ten months. It is now planning to launch its advertising campaign 'Bhook Lage Toh Swadisht Khao'. The campaign aims to inform and improve its brand image as a household, friendly and trustworthy service. This advertising campaign is for working professionals who often struggle with time constraints for cooking at home and also for teenagers who love 'Swadisht' food. Identify and state any two rules considered by 'Swadisht' online food delivery platform, while planning to launch its advertising activity.
Give the meaning of 'sales strategy'. Explain two basic types of sales strategies. Give the meaning of promotion as a 'promotion strategy'. Explain any two approaches a company can use to promote its products.
'A hair oil bottle of 100 ml of a company is priced at ₹ 50, while a 1000 ml/1 litre bottle is priced at ₹ 400.' (a) Identify and explain the method of pricing discussed above. (b) Also explain how the method of pricing identified in (a) above functions in the real-estate market.