Jawaharlal Nehru Technological University Kakinada 2010-2nd Sem M.B.A Subject Code: MB922 [R07] Regular s KETING MANAGEMENT - Question Paper

Time: three Hours

Max Marks: 60


ans any 5 ques. All ques. carry EQUAL marks
ques. No: eight is Compulsory (Case Study)



1. explain about the core concepts of marketing from production to societal marketing

2. elaborate the different techniques to forecast marketing demand?
3. elaborate the variables used to segment consumer markets? discuss with improper
examples.

4. What is the product classification based on the usage of the product? discuss in detail
5. elaborate the different pricing strategies? discuss in detail and state the conditions when
they can be used?
6. Write about the different channel management decisions
7. elaborate the different kinds of retailing? discuss with Indian examples
8.
THE DILEMMA OF OMEGA TEXTILES
Aravind, Director, Omega Textiles was immersed in the reports submitted by ghost
shoppers employed to monitor the readymade shirts counter for observing shoppers
behavior and record every thing of significance. The exercise was confined to retail
showrooms dealing exclusively with men's apparel.
Omega textiles had a share of 18 percent in the fabrics market for shirting and suiting,
recording a turnover of Rs. 225 crore in 2000 – 2001; 63 percent of it from shirting and
remaining 37 percent from suitings. The single largest contribution to sales amounting to
20 percent was from institutional segment, comprising school and corporate uniforms.
Omega had 4 brands, every in suiting and shirting, slotted into various price brands.
The company also had a few sub-brands, introduced 4 years ago, under both its
product lines. The general awareness of omega's various brands was very poor. With
growing competition, Omega obtained it necessary to restructure its operations. The
emphasis shifted to forming brand management teams with cross – functional inputs and
the company commissioned market research (agency) studies to gauge consumer
preferences. As the reports from the focus groups organized by the agency started
coming in, Arvind had begun to examine the different choices for expansion and
diversification.
Marketing Research
Earlier, Aravind had mooted the idea that branded readymade shirts market deserved a
critical look. The market was valued at 900 crores and growing at a rate of 25 percent
per annum for last 3 years – even a marginal share of 5% in readymade shirts mean
turnover of 20 percent for the company. The idea appealed to the Managing director but
the men's apparel market was very strongly brand driven worldwide. He suggested
developing Omega as a brand and giving it a brand and personality. The agency working
for Omega, started a serious study on the profile of the customers for Omega fabrics and
obtained 2 distinctive segments
1.People ranging from 25 and 35 years of age, earning about Rs.5,000 per month, with an
avg. family size of five. Typically they were executives in small and medium scale
companies. Most of them own 2 – wheelers, 2 in ones and TV sets. Their hobbies
included studying magazines, mostly regional and watching films on TV. This class of
consumers was concentrated in the cities and towns in south and west India, where
Omega had a strong presence – contributing about 40 percent terms of durability, price
and crease – resistant. A lifestyle analysis of the segment indicated that they were
ambitious and inspiring by nature.
2. People ranging from 33 to 45 years of age; earning ranging from Rs 4, 000 to Rs.8,000 per
month. The avg. family size of five. 60 percent worked for banks or public sector
companies. Children's education and savings for a retired life were obtained to be the
priority areas in their mindset. Shopping with the family was the only activity identified
as a hobby.
a different interesting finding was that there was a strong base of respondents who bought
Omega suiting but had only occasionally tried Omega shirting. Most of them switched
shirting brands regularly. A majority of these respondents was obtained in cities and towns
in South India. Omega was ranked high on price, durability and easy availability in terms
of proximity to homes. These consumers are apprehensive of buying from retail shops
that dealt with spectrum of unknown brands.
Omega textiles forte was the retail distribution chain that it has built over a long period of
time with 530 exclusive retail outlets across 248 towns with south and west India
accounting for 65% of them. Arvind recalled an early study that had revealed that the
price segment ranging from Rs.225 and Rs. 475 offered immense potential in terms of
volumes.
Questions
1. Should Omega stick to the down market segment with which it is familiar, where
the brand is already enjoying a few equity or should it take a crack at the up – market
segment, in which it had little experience and where it would have to face completion
head on? Why?
2. What would be the communication strategies you would take up to position the
Omega textiles in its new markets to enhance visibility, awareness and customer loyalty?
Justify with the reasons from the case.

Earning:   Approval pending.