Question paper Marketing Strategy Sem 4

2 marks questions:

1. What comes first? mission or vision? Why?

2. Which is more measurable as an impact of advertising? Sales or brand recall?
3. Which of these is a more flat structure in a sales organisation? Solution selling or
transaction selling?
4. Who are more aggressive in the market? Market Leaders or Challengers?
5. Irans reduction in petroleum supply to UK and France. Which component would you
categorise this in PEST analysis?
6. As per Ansoff matrix, what would you put introduction of Con Agros readymade
popcorn as?

15 marks questions

1. FMCG markets are the most sensitive to price changes. In a market like this, HUL has
been consistently been the market leader in India. They have been able to hike prices in
the personal products division but have not resorted to the same in Soaps and
Detergents division.
Analyse the reasons based on the consumer buying patterns for these two product
divisions

2. When Caterpillar was the market leader in the Heavy automation industry, Komatsu
came out with a simple vision statement to encircle Caterpillar.
This is one of the cases of Challenger taking on the market leader. Differentiate the
strategic approach a Market Leader would have in comparison to a Challenger.

3. Frito lays has just launched a baked variety for the potato wafers. How do you define
the advertising objectives for an advertising strategy for this newly launched product?
How would its positioning be?

4. Given below is the list of various factors that affect a promotion strategy. Suggest
whether the promotion of the following products will be advertising based or personal
selling based with rationale.

a. Premium Cars (Sedans)

b. Water Purifiers
c. Books that help in Mental sharpness of children
 Advertisi Balanced Personal
ng/ sales selling
Number and
promotio driven
Large Sm
n driven dispersion of buyers
all
Low
Buyers information Hig
Small h
needs

Chan Lar
Size and importance of ge
nel
purchase
Low Dir
ect
Distribution
No
Hig
Product Complexity h

Post-purchase contact Yes

required

Also justify why these products are advertised?

5. There has been an increased consolidation of the online retailing business in India.
Flipkart buying Letsbuy.in confirms this view. Justify this distribution approach a
company takes with emphasis on the role distribution plays in firms overall objectives
and the marketing mix.
 Case Study:

Jobsite, part of Evenbase, is one of the UKs leading online recruitment brands. Through
extensive partnerships with the Daily Mail, Metro (London), Evening Standard, Northcliffe
papers, Johnston Press, Clyde & Forth and Aberdeen Press & Journal, Jobsite reaches over 65%
of the UK population. Jobsites aim is to take the pain out of job hunting by making finding a
new job quick and easy.

Strategy

Each candidates profile is personal and different and the task of ensuring candidates are only
alerted to relevant vacancies and Jobsite Career Tools is made yet more complicated in that
candidates might be registered with, and identify with, one of several hundred Jobsite brands
and partnerships. Using an in-house developed email marketing tool was a laborious, time
consuming and resource-hungry process.

Deep segmentation and finely tuned targeting and personalisation was impossible and opening
rates and customer loyalty were being impacted.

Implementation

Neolane provides conversational marketing technology that enables organisations to build and
sustain lifetime one-to-one dialogues.

We were able to run our first campaigns on the platform just four weeks from commencing
implementation, said Vince Keay, email and database marketing manager at Jobsite. Our own
and Neolanes team worked well together; Neolane not only brought product implementation
expertise, but supported linking to our single customer view data warehouse.

Today, as well as highly targeted job alerts, marketing campaigns include event-driven
relationship emails and core newsletter campaigns offering tips as well as promoting Jobsite
Career Tools.

Jobsite is sending some thirty million job alert and campaign messages per month to eight to
nine million registered candidates, automatically. The different highly targeted, one-to-few
themes and one-to-one content supports the different candidate relationships. Content is
placed into the appropriate design template of Jobsites own multiple brands and those of its
partners.
All this is handled dynamically by the platform, which also maximises deliverability and manages
contact frequency to ensure that no individual is targeted by multiple campaigns at the same
time. Each individuals responses are fed back to the data warehouse updating their campaign
profile for the future.

Automated A/B version testing functionality allows versions of a campaign to be tested on a

sample audience, allowing the best performing one to be selected for the main campaign.
Reporting allows Jobsite to analyse which elements are stimulating interest within a campaign,
the response rates, click throughs and other statistics.

Results

According to Jobsite:

Email opening rates are up by over 75%

Conversion rates for campaigns prompting CV uploads are up by over 110%

A 450k per annum new revenue stream has been won providing employers with a
highly targeted head hunting service to Jobsite registered candidates

New campaign production and execution now takes about 10% of the man hours it used
to

We now hold ongoing, personalised conversations with candidates cost-effectively, helping

their job searches and career progression and keeping them engaged with the site to give
employers access to millions of individuals said Keay.

1. Analyze the success factors for jobsites strategy

2. What was more influential? The strategy of jobsite or the digital media industry.
Substantiate with data from the case.
3. Will it be the same for a company in similar business if done in India? Rationalise.
(10 X3)