BCPC205 - Elements of Marketing - Marketing Assignment Help

Assignment Task

QUESTION 1
Unibic India: From Fastest Growing Niche Cookie Brand to a Challenger?
In 2007, Lighthouse Funds acquired a 25% stake in Unibic from Unibic Australia for Rs. 200 million. In 2010, Unibic Australia started making losses and wanted to withdraw from the Indian market. At that time, Unibic operated solely in the premium, high-margin cookies segment in India, with a share of around 8%. It had a market presence primarily in south India and was exporting to the Middle East and Hong Kong. It had strategic alliances to make cookies for various private players. However, it was not yet making profits and was cash-strapped...

Over the next few years, Unibic grew rapidly. Its growth was primarily fueled by the changes sweeping through the Indian biscuit industry, wherein glucose biscuits that had dominated the market, gradually lost out to cream biscuits and cookies. The reasons for the shift included rising disposable incomes leading to an increase in
consumption of premium biscuits; a larger number of manufacturing facilities of premium biscuits; growing health awareness; innovation bringing in attractive new products; rising affordability of cookies; and increase in eye-catching packaging...
Over the years, Unibic regularly introduced fresh and unique flavors, ultimately producing over 30 variants of cookies. Its products could be broadly categorized into chocolate, butter, milk, savory, and health. The company considered its target market to be between the ages of 14 and 40. It continued its efforts at innovation and produced new products which would appeal to its target market...

Questions:
a) Explain three factors that had a negative impact on the financial performance of Unibic in its early years.
b) Which environmental force did Unibic use in segmenting its market? What is this force about? 
c) What does the following statement suggest to you about Unibic: “It continued its efforts at innovation and produced new products which would appeal to its target market”?
d) Which marketing strategy did Unibic use in 2015 and explain any two (2) reasons why firms adopt that strategy? 
e) What main media did Unibic use to implement its marketing strategy? State one advantage of this media.

QUESTION TWO (2)
You have been hired by KOKO MESSIAH GROUP to lead its local and international expansion efforts. Considering that KOKO MESSIAH GROUP already has products which its markets on a small scale locally, it has become imperative that it makes additions to its current product variants, as well as promote these new and existing products in markets other than its existing markets. Propose four relevant strategies and the key marketing mix decisions you have to make in achieving its expansion objectives.

QUESTION THREE (3)
Special Group, a company involved in the production and distribution of water and carbonated drinks has recently decided to venture into the transportation business. As the marketing executive tasked with the responsibility of overseeing the planning and execution of this new venture, explain to the management of Special Group how the transport business differs from the drinks business in relation to its characteristics, detailing what unique marketing strategies and marketing mix decisions shall be adopted in ensuring its success.

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