M K T 5 0 1 - CASE STUDY - ‘Kan Khajura Tesan,’ Media Marketing Strategy & Campaign. Management Assignment Help

Assignment Task - 

Instructions to candidate

1. This question paper has three Sections. (A.B and C)

2. Answer ALL Questions in Section A. Answer FOUR (4) Questions in Section B. Answer TWO (2) Questions in Section C.

3. No scripts or answer sheets are to be taken out of the Examination Hall.

Question No: 1 

Answer All Questions

Study the case given below and answer the questions given at the end.

The caselet is about ‘Kan Khajura Tesan,’ (KKT), an innovative marketing campaign launched by HUL in 2013 to provide entertainment to the people living in the media dark remote rural areas of India and to advertise the company’s products through entertainment channels on the mobile platform. ‘Give us a missed call and get free entertainment’ was the promotional message of the campaign. The campaign was a win-win strategy for both consumers and the company. The people benefitted from the mobile entertainment while the company gained a lot in terms of mobilizing potential consumers and running a massive awareness drive for its brand products.

Questions:

A. Analyze the consumer’s responses and company’s experience about the campaign.

B. Explore ways in which the company could make its mobile marketing campaign more effective

SECTION B: Short Essay

Answer any Four (4) out of Six (6) Questions

2. “Marketing research is the key to the success of a company.” Discuss the above statement, keeping in view an example of the recent past where application of market research helped in formulating the right marketing strategy

3. Identify the advertising medium which is more effective in terms of cost and reach in relation to other media available to the marketer. Illustrate your responses with a specific advertising campaign.

4. Consumers buy brands not products. Discuss the importance of branding in the light of the above statement with suitable examples of your choice.

5. Sales promotion are conceived with a purpose. What distinct advantages do firms as well as the consumers derive from such activities.

6. Why is understanding the consumer post-purchase evaluation process important to marketers? How can marketers control cognitive dissonance?

7. Why does the marketing mix change as the product moves through its life cycle? How would you expect the mix to change for an innovative home exercise kit as it moves through the product life cycle?

SECTION C: Long Essay

Answer any Two (2) out of Four (4) Questions

8. Discuss the various stages of a new product development process by taking the example of an electric car as a new product concept.

9. Are intermediaries and their functions necessary aspects of marketing channels? Give reasons.

10. As the marketing chief of a highly progressive herbal skin care company, poised to tap and penetrate the Malaysian market, what kind of marketing organization you like to evolve?

11. Discuss the scope and relevance of the concept of market segmentation. will the scope change with the opening of Malaysian economy? Illustrate how firms would be benefited in marketing their products and services by segmentation.

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