CLASS XII CHAPTER 11
: MARKETING- CASE STUDIES
CASE 1 ('Maharana')
'Maharana' is a famous take-away food outlet in Meerut. It is quite popular among local people and travellers on the national highway. It offers a wide variety of 'paranthas' and 'sandwiches' packed in special containers which are designed and developed by them to keep the food hot and fresh. Considering the tough competition in the nearby area, the prices have been set reasonably low. The owner Nirmal Singh spends huge sums of money to put large hoardings and kiosks in the vicinity, to inform the people about the outlet's location and the special items on its menu. The firm is performing various marketing functions to achieve its marketing objectives.
On the basis of the information given in the above case identify and explain any three marketing functions.
1. Packaging and Labelling: "packed in special containers which are designed and developed by them to keep the food hot and fresh." Packaging refers to designing the wrapper/container for the product.
2. Pricing of Product: "the prices have been set reasonably low." Pricing involves determining the amount of money customers must pay to obtain a product.
3. Promotion: "spends huge sums of money to put large hoardings and kiosks... to inform the people." Promotion involves informing customers about the product and persuading them to buy it.
2. Pricing of Product: "the prices have been set reasonably low." Pricing involves determining the amount of money customers must pay to obtain a product.
3. Promotion: "spends huge sums of money to put large hoardings and kiosks... to inform the people." Promotion involves informing customers about the product and persuading them to buy it.
CASE 2 (Riya's Snacks)
Riya started a small business of selling homemade snacks in her town. In the beginning, she prepared the snacks according to her own taste and packed them in simple plastic packets. Sales were average, but many customers gave suggestions. Some said they wanted smaller packets for school children, while others asked for healthier options with less oil.
Riya carefully noted all the suggestions. She started producing baked snacks along with fried ones. She also introduced different packet sizes for different types of buyers. To make the products more attractive, she designed colourful packets with proper labels showing ingredients and price.
Riya also began advertising her snacks through local WhatsApp groups and small posters near schools and markets. To make the snacks easily available, she supplied them to nearby grocery shops and small supermarkets. She regularly checked the stock and ensured that the shopkeepers received fresh packets every week.
Within one year, her brand became popular in the town because customers felt that the business really cared about their needs.
On the basis of the information given in the above case, identify and explain any three marketing functions performed by Riya, quoting lines from the case.
1. Gathering and Analysing Market Information: "Riya carefully noted all the suggestions. Some said they wanted smaller packets... healthier options"
2. Packaging and Labelling: "designed colourful packets with proper labels showing ingredients and price."
3. Promotion: "advertising her snacks through local WhatsApp groups and small posters."
4. Physical Distribution: "supplied them to nearby grocery shops and small supermarkets."
2. Packaging and Labelling: "designed colourful packets with proper labels showing ingredients and price."
3. Promotion: "advertising her snacks through local WhatsApp groups and small posters."
4. Physical Distribution: "supplied them to nearby grocery shops and small supermarkets."
CASE 3 (Farmers' Dairy)
A group of farmers in a village started a dairy business to sell fresh milk and milk products. Initially, they sold milk directly to nearby households. Later, they decided to expand their business.
First, they studied the local market and found that many families preferred packaged milk because it was easier to store and use. Based on this information, they started packing milk in sealed packets with proper labels.
They also introduced new products such as curd, paneer, and butter after noticing the increasing demand in the nearby town. To inform people about their products, they placed banners in markets and distributed pamphlets in residential areas.
The farmers ensured that milk was delivered to shops early in the morning so that customers could easily buy fresh products. They also stored milk in cooling tanks to maintain quality during transportation.
Gradually, their dairy products became well known and the farmers started earning much better income.
On the basis of the information given in the above case, identify and explain any three marketing functions performed by the farmers, quoting lines from the case.
1. Gathering and Analysing Market Information: "they studied the local market and found that many families preferred packaged milk"
2. Product Designing and Development: "introduced new products such as curd, paneer, and butter"
3. Storage and Warehousing: "stored milk in cooling tanks to maintain quality during transportation."
4. Promotion: "placed banners in markets and distributed pamphlets"
2. Product Designing and Development: "introduced new products such as curd, paneer, and butter"
3. Storage and Warehousing: "stored milk in cooling tanks to maintain quality during transportation."
4. Promotion: "placed banners in markets and distributed pamphlets"
CASE 4 (Urban Style)
A clothing company named “Urban Style” was facing tough competition in the market. Earlier, the company focused mainly on producing large quantities of clothes at low cost. However, the management realized that customers now preferred fashionable designs and better quality.
The company conducted surveys among young customers to understand their preferences. After studying the responses, it introduced new collections with modern designs and comfortable fabrics.
The company also launched online promotions through social media and offered festival discounts to attract more buyers. To make the clothes available in different cities, the company partnered with several retail stores and online platforms.
Urban Style also maintained proper warehouses to store finished goods and ensured that products reached stores on time. Because of these efforts, the company soon regained its popularity among young customers.
On the basis of the information given in the above case, identify and explain any three marketing functions performed by the company, quoting lines from the case.
1. Gathering and Analysing Market Information: "conducted surveys among young customers to understand their preferences."
2. Product Designing and Development: "introduced new collections with modern designs and comfortable fabrics."
3. Promotion: "launched online promotions through social media and offered festival discounts."
4. Storage and Warehousing: "maintained proper warehouses to store finished goods."
2. Product Designing and Development: "introduced new collections with modern designs and comfortable fabrics."
3. Promotion: "launched online promotions through social media and offered festival discounts."
4. Storage and Warehousing: "maintained proper warehouses to store finished goods."
CASE 5 (Smart Watch Ltd)
'Smart Watch Ltd. is a watch manufacturing company marketing smart-watches for adults. The company now wants to manufacture smart-watches for children also. For this it gathered and analysed market information, did marketing planning, product designing and development, standardisation and also decided about the packaging, labelling, branding, pricing, warehousing, transportation and distribution of these smart-watches. Even after doing all the above stated activities the company is not picking up the sales. The Chief Executive Officer of the company asked the Marketing Manager to find out the reason. The Marketing Manager investigated the matter and found out that his marketing team had not performed the two important functions of marketing which may help the company not only in boosting the sales but also in getting repeat sales.
Identify and explain the functions of marketing which were not performed by the marketing team.
1. Promotion: Involves informing the customers about the firm's product, its features, etc., and persuading them to purchase it. This helps in boosting sales.
2. Customer Support Services: Involves handling customer complaints and after-sales services. This helps in bringing repeat sales and developing brand loyalty.
2. Customer Support Services: Involves handling customer complaints and after-sales services. This helps in bringing repeat sales and developing brand loyalty.
CASE 6 (FreshSip Juices)
FreshSip Juices Ltd. launched a new fruit drink in several cities. The company focused mainly on producing large quantities of the drink and supplying it to many shops quickly. The management believed that if the product was widely available, people would automatically buy it.
However, the marketing team did not study the preferences of customers before launching the drink. Many buyers later complained that the taste was too sweet and the bottle size was not convenient for children. The company also did not promote the product through advertisements or social media, so many people were not even aware of the new brand.
Shopkeepers also reported that customers often asked about the ingredients and health benefits, but the bottles did not carry clear information on labels. Due to these problems, sales remained very low even though the company had produced a large quantity of the drink and supplied it to many shops.
On the basis of the information given in the above case, identify and explain the functions of marketing which were not performed by the marketing team.
1. Gathering and Analysing Market Information: "did not study the preferences of customers before launching"
2. Promotion: "did not promote the product through advertisements or social media"
3. Labelling: "bottles did not carry clear information on labels."
2. Promotion: "did not promote the product through advertisements or social media"
3. Labelling: "bottles did not carry clear information on labels."
CASE 7 (GlowCare Pvt Ltd)
GlowCare Pvt. Ltd. introduced a new herbal skin cream in the market. The company believed that since herbal products were becoming popular, the cream would easily attract buyers. The management quickly started manufacturing the product and sending it to a few retail stores.
However, the marketing team did not conduct proper market research to understand the needs of customers or the prices of similar products available in the market. The company also did not create awareness about the cream through advertising or promotional activities. As a result, many potential customers did not know about the product.
Moreover, the cream was supplied only to a few shops in selected areas, so many interested customers could not find it easily. The company also failed to design attractive packaging, which made the product look less appealing compared to other brands available in the market. Because of these shortcomings, the product did not perform well in the market.
On the basis of the information given in the above case, identify and explain the functions of marketing which were not performed by the marketing team.
1. Gathering and Analysing Market Information: "did not conduct proper market research to understand the needs of customers"
2. Promotion: "did not create awareness... through advertising or promotional activities"
3. Packaging: "failed to design attractive packaging"
4. Physical Distribution: "supplied only to a few shops... customers could not find it easily."
2. Promotion: "did not create awareness... through advertising or promotional activities"
3. Packaging: "failed to design attractive packaging"
4. Physical Distribution: "supplied only to a few shops... customers could not find it easily."
CASE 8 (Earthy Store)
Ayush and Rhea were passionate about sustainable agriculture and healthy living. They wanted to start a business selling organic produce. They had a small farm in a rural area where they began growing fresh organic produce and herbs. In the beginning, they faced challenges in marketing their organic products. They realized that their high-quality produce needed better presentation and a strong identity to stand out in a competitive market. They named the business Earthy Store' which indicated the products' benefits and qualities and reflected the values of the business sustainability and health. They chose a 'logo' that incorporated elements of nature and used earthy colours to convey their organic commitment. They designed and developed eco-friendly biodegradable bags and reusable containers to courier their products to the customers. They also added personal touch by including handwritten notes in each bag. They also designed and developed product stickers with detailed information about organic certification, nutritional benefits, date of manufacture, date of expiry, etc. The stickers so developed were put on the bags and reusable containers for customers convenience. 'Earthy Store' created a user-friendly website and established strong media presence to inform potential customers about their products and persuading them to buy the same. Within a couple of months, they had built a loyal customer base which made them earn profits even in a competitive environment. In a year, they were able to secure contracts with local grocery stores and restaurants.
Quoting lines from the above paragraph, identify and explain the three functions of marketing discussed in the above case.
1. Branding: "named the business Earthy Store... chose a logo." Providing a name/sign to the product.
2. Packaging: "designed and developed eco-friendly biodegradable bags and reusable containers to courier." Designing wrappers/containers.
3. Labelling: "designed and developed product stickers with detailed information about organic certification..." Designing slips on the package.
4. Promotion: "established strong media presence to inform potential customers... and persuading them to buy."
2. Packaging: "designed and developed eco-friendly biodegradable bags and reusable containers to courier." Designing wrappers/containers.
3. Labelling: "designed and developed product stickers with detailed information about organic certification..." Designing slips on the package.
4. Promotion: "established strong media presence to inform potential customers... and persuading them to buy."
CASE 9 (Sunrise Bakery)
Sunrise Bakery started as a small shop selling bread and cakes in a local market. In the beginning, the owner prepared products according to his own choice. However, after some time he realized that customers preferred healthier and freshly packed items. Therefore, he started asking customers about their preferences and introduced whole-wheat bread and low-sugar cakes.
To make the products more attractive, he began packing them in colourful boxes with proper labels showing price and ingredients. He also informed people about the new products by sharing updates through social media and distributing pamphlets in nearby colonies.
The bakery owner also supplied his products to grocery stores and ensured that fresh items were delivered every morning. Because of these efforts, the bakery became very popular in the area and its sales increased rapidly.
Quoting lines from the above paragraph, identify and explain any three functions of marketing discussed in the above case.
1. Gathering and Analysing Market Info: "asking customers about their preferences."
2. Packaging and Labelling: "packing them in colourful boxes with proper labels showing price and ingredients."
3. Promotion: "sharing updates through social media and distributing pamphlets."
4. Physical Distribution: "supplied his products to grocery stores... delivered every morning."
2. Packaging and Labelling: "packing them in colourful boxes with proper labels showing price and ingredients."
3. Promotion: "sharing updates through social media and distributing pamphlets."
4. Physical Distribution: "supplied his products to grocery stores... delivered every morning."
CASE 10 (GreenLife Company)
Marketing Mix Concept and Elements (4Ps)
GreenLife Company manufactures herbal personal care products such as soaps, shampoos, and face wash. The company believes that understanding the needs of customers is the key to success. Therefore, it regularly studies customer feedback and market trends before introducing new products.
After learning that many customers preferred eco-friendly packaging, the company started using recyclable bottles and boxes. To inform people about the benefits of its products, GreenLife began promoting them through online advertisements and awareness campaigns.
The company also made sure that its products were easily available in supermarkets, medical stores, and online platforms. Proper storage facilities were arranged so that the products remained safe and reached different cities on time.
Because of these steps, GreenLife’s products became widely accepted by customers who preferred natural and environmentally friendly products.
Quoting lines from the above paragraph, identify and explain any three functions of marketing discussed in the above case.
1. Gathering and Analysing Market Info: "regularly studies customer feedback and market trends."
2. Packaging: "started using recyclable bottles and boxes."
3. Promotion: "promoting them through online advertisements and awareness campaigns."
4. Storage and Warehousing: "Proper storage facilities were arranged so that the products remained safe."
2. Packaging: "started using recyclable bottles and boxes."
3. Promotion: "promoting them through online advertisements and awareness campaigns."
4. Storage and Warehousing: "Proper storage facilities were arranged so that the products remained safe."
CASE 1 (Children's Delight)
Arushi successfully runs a bookstore 'Children's Delight' catering to children of the age group of 5-15 years. They have the complete range of children's books like activity books, colouring books, fiction and much more. The books are of good quality and are highly appreciated by schools, parents and children. They have 16 stores all over India, where children can not only purchase the books, but can also come and read, and participate in quiz competitions and experience the joy of reading. They have their own well-managed inventory management, storage, and warehousing to deliver books to locations all over India. The bookstore regularly communicates the availability, features, merits, etc. of the books to target customers and persuades them to buy the books.
Quoting lines in the situation, identify and explain the two elements of marketing mix in addition to 'Product' highlighted in the above case.
1. Place / Physical Distribution: "They have their own well-managed inventory management, storage, and warehousing to deliver books..." It involves making products available to customers at the right place.
2. Promotion: "regularly communicates the availability, features, merits, etc... and persuades them to buy." It involves informing customers and stimulating them to buy.
2. Promotion: "regularly communicates the availability, features, merits, etc... and persuades them to buy." It involves informing customers and stimulating them to buy.
CASE 2 (Healthy Choice Foods)
Healthy Choice Foods started producing nutritious breakfast cereals for school children. The company focused on making the cereal tasty and healthy by adding dry fruits and vitamins. It also introduced different flavours like chocolate, honey, and fruit mix so that children could choose according to their taste.
The cereals were packed in strong and colourful boxes with clear information about ingredients, nutrition value, and expiry date. The management regularly improved the product based on feedback received from customers and parents.
Because of these efforts, the cereals quickly became popular among families looking for healthy breakfast options.
(a) Identify the element of the marketing mix discussed in the above case.
(b) Explain any two decisions related to this element taken by the company.
(b) Explain any two decisions related to this element taken by the company.
(a) Product.
(b) Decisions:
1. Product quality and features: "making the cereal tasty and healthy by adding dry fruits and vitamins."
2. Packaging and Labelling: "packed in strong and colourful boxes with clear information about ingredients."
(b) Decisions:
1. Product quality and features: "making the cereal tasty and healthy by adding dry fruits and vitamins."
2. Packaging and Labelling: "packed in strong and colourful boxes with clear information about ingredients."
CASE 3 (SmartTech Mobile)
SmartTech Mobile Company launched a new smartphone in the Indian market. Before fixing the price, the company studied the prices of similar phones offered by competitors. The management decided to keep the price slightly lower so that more customers could afford it.
During the festival season, the company also offered special discounts and exchange offers to attract buyers. Easy payment options such as EMI were also introduced to make the phone affordable for students and young professionals.
As a result, the new smartphone received a very positive response in the market.
(a) Identify the element of the marketing mix highlighted in the above case.
(b) Explain any two decisions related to this element taken by the company.
(b) Explain any two decisions related to this element taken by the company.
(a) Price.
(b) Decisions:
1. Pricing level: Kept slightly lower than competitors.
2. Discounts and payment options: Offered festival discounts and EMI options.
(b) Decisions:
1. Pricing level: Kept slightly lower than competitors.
2. Discounts and payment options: Offered festival discounts and EMI options.
CASE 4 (FreshFarm)
FreshFarm is a dairy company that produces milk, butter, and paneer. The management wanted to ensure that customers could easily buy their products without any difficulty.
Therefore, the company supplied its products to supermarkets, grocery shops, and milk booths in different parts of the city. It also partnered with online grocery platforms so that customers could order dairy products from home.
To maintain freshness, the company used refrigerated vans and proper storage facilities while transporting products to different markets.
(a) Identify the element of the marketing mix discussed in the above case.
(b) Explain any two decisions related to this element taken by the company.
(b) Explain any two decisions related to this element taken by the company.
(a) Place (Physical Distribution).
(b) Decisions:
1. Channels of Distribution: Supplied to supermarkets and partnered with online platforms.
2. Physical Movement / Storage: Used refrigerated vans and proper storage facilities.
(b) Decisions:
1. Channels of Distribution: Supplied to supermarkets and partnered with online platforms.
2. Physical Movement / Storage: Used refrigerated vans and proper storage facilities.
CASE 5 (UrbanWear)
Price Concept and Factors
UrbanWear, a clothing brand for young customers, wanted to increase the awareness of its new fashion collection. The company started advertising its products through social media platforms and fashion influencers.
It also organised promotional events in shopping malls where customers could see and try the latest designs. During the festive season, UrbanWear offered special discounts and attractive offers to encourage more people to buy its clothes.
Because of these promotional activities, the brand quickly gained popularity among college students and young professionals.
(a) Identify the element of the marketing mix highlighted in the above case.
(b) Explain any two decisions related to this element taken by the company.
(b) Explain any two decisions related to this element taken by the company.
(a) Promotion.
(b) Decisions:
1. Advertising: Used social media and influencers.
2. Sales Promotion: Offered special discounts and organized events in malls.
(b) Decisions:
1. Advertising: Used social media and influencers.
2. Sales Promotion: Offered special discounts and organized events in malls.
CASE 1 (Ashwin's Kogue)
Ashwin was a fashion designer. On losing his job, he decided to sell the designer clothes online under the brand name 'Kogue'. The garments were made of good quality fabric with intricate designs and skilled craftsmanship, making them expensive to produce. Realizing that the online market is very competitive, he decided to charge a reasonable price for the garments. The price would cover the cost of production and sale of garments as well as give him 10% margin over and above the cost.
Identify and explain two factors affecting the price determination discussed in the above case.
1. Product Cost: "price would cover the cost of production and sale... as well as give him 10% margin." Price must cover all costs and include a fair return.
2. Extent of Competition in the Market: "Realizing that the online market is very competitive, he decided to charge a reasonable price." High competition forces firms to fix prices at the lower end.
2. Extent of Competition in the Market: "Realizing that the online market is very competitive, he decided to charge a reasonable price." High competition forces firms to fix prices at the lower end.
CASE 2 (Herbal Glow)
Herbal Glow Company introduced a new herbal soap made from natural ingredients such as neem and aloe vera. The management wanted to fix a suitable price for the product. First, the company studied the prices of similar herbal soaps available in the market. They noticed that well-known brands were selling their soaps at higher prices because of their strong reputation.
However, Herbal Glow was a new company and wanted to attract more customers. Therefore, it decided to keep the price slightly lower than the leading brands. At the same time, the company also ensured that the price covered the cost of natural ingredients, packaging, and transportation.
Because of this pricing decision, many customers tried the product and the company slowly started gaining popularity in the market.
Identify and explain any two factors affecting the price determination discussed in the above case.
1. Extent of Competition in the Market: "studied the prices of similar herbal soaps... decided to keep the price slightly lower."
2. Product Cost: "ensured that the price covered the cost of natural ingredients, packaging, and transportation."
2. Product Cost: "ensured that the price covered the cost of natural ingredients, packaging, and transportation."
CASE 3 (FreshSip)
Physical Distribution: Concept, Components, Channels
FreshSip is a company that produces packaged fruit juices. When the company launched its new mango juice, the management carefully considered several factors before fixing the price.
First, the company realised that during the summer season the demand for mango juice increases significantly. Keeping this in mind, the company fixed a reasonable price so that more customers could buy the product.
At the same time, the company also considered the income level of its target customers, which mainly included school students and young people. Therefore, the management decided to keep the price affordable so that a large number of customers could easily purchase the juice.
This strategy helped FreshSip sell a large quantity of juice during the summer season.
Identify and explain any two factors affecting the price determination discussed in the above case.
1. Utility and Demand: "during the summer season the demand for mango juice increases significantly." High demand usually allows for better pricing.
2. Pricing Objectives: By targeting students with an "affordable" price to sell a "large quantity," their objective is obtaining Market Share Leadership.
2. Pricing Objectives: By targeting students with an "affordable" price to sell a "large quantity," their objective is obtaining Market Share Leadership.
CASE 1 (Best Electronics)
Best Electronics' started manufacturing washing machines under the brand name 'Amaze'. Once the washing machines were manufactured, packaged, branded, priced and promoted, they had to be made available to the customers at the right place, in the right quantity and at the right time. 'Best Electronics' provided for accurate and speedy processing of orders so that the washing machines reach the customers in time, in the right quantity and specifications. They also ensured that the washing machines are physically made available to the customers. Further, Best Electronics' arranged for facilities to store the washing machines at different locations near the market to minimize the charges on transportation.
Explain any three components of physical distribution discussed in the above case.
1. Order Processing: "provided for accurate and speedy processing of orders"
2. Transportation: "ensured that the washing machines are physically made available" and minimizing charges on transportation.
3. Warehousing: "arranged for facilities to store the washing machines at different locations near the market"
2. Transportation: "ensured that the washing machines are physically made available" and minimizing charges on transportation.
3. Warehousing: "arranged for facilities to store the washing machines at different locations near the market"
CASE 2 (FreshHarvest)
FreshHarvest is a company that supplies fresh vegetables to customers in a large city. The management wanted to ensure that vegetables reached customers quickly and remained fresh. Therefore, the company created a proper system for storing and transporting the vegetables.
The vegetables were first kept in a cold storage facility to maintain their freshness. From there, refrigerated trucks transported them to different markets and supermarkets across the city. The company also worked with wholesalers and retailers who helped in selling the vegetables to final consumers.
Because of this organised system of storage, transportation, and distribution through different sellers, FreshHarvest was able to deliver fresh vegetables to customers every day.
Quoting lines from the above paragraph, identify and explain any three components of physical distribution or channels of distribution discussed in the case.
1. Warehousing: "kept in a cold storage facility to maintain their freshness."
2. Transportation: "refrigerated trucks transported them to different markets."
3. Channels of Distribution (Two-level channel): "worked with wholesalers and retailers who helped in selling"
2. Transportation: "refrigerated trucks transported them to different markets."
3. Channels of Distribution (Two-level channel): "worked with wholesalers and retailers who helped in selling"
CASE 3 (TechZone)
Promotion Concept and Elements
TechZone is a company that manufactures electronic products such as headphones and speakers. The company wanted its products to be easily available to customers in different cities.
To achieve this, TechZone first stored finished goods in large warehouses located near major markets. From these warehouses, the products were transported by trucks to distributors in different regions. These distributors supplied the products to retailers who finally sold them to customers.
The company also used an online platform where customers could directly order products from the company’s website. Because of this well-organised distribution system, customers could easily purchase TechZone products from stores or online.
Quoting lines from the above paragraph, identify and explain any three components of physical distribution or channels of distribution discussed in the case.
1. Warehousing: "stored finished goods in large warehouses located near major markets."
2. Transportation: "transported by trucks to distributors in different regions."
3. Channels of Distribution: Used both a Two-level channel ("distributors supplied... to retailers") and a Zero-level/Direct channel ("directly order products from the company's website").
2. Transportation: "transported by trucks to distributors in different regions."
3. Channels of Distribution: Used both a Two-level channel ("distributors supplied... to retailers") and a Zero-level/Direct channel ("directly order products from the company's website").
CASE 1 (X Ltd.)
X Ltd.' is engaged in the manufacturing of cars. The company surveyed the market and found that customers need a car which runs on eco-friendly fuel instead of petrol or diesel. Keeping the needs of customers as well as social, ethical and ecological aspects of marketing in mind, the company launched a new model of car that runs on bio-diesel. The launch event was covered by the top news channels and newspapers. This was done to disseminate information about the car and build goodwill of the business. X Ltd.' understands that it is imperative to manage public opinion and company's relations with the public on a regular basis.
(a) Identify and explain the marketing philosophy involved in the above case.
(b) Identify and explain the communication tool that was used by the company.
(c) Explain any two other promotional tools that can be used by X Ltd.' to achieve its objectives.
(b) Identify and explain the communication tool that was used by the company.
(c) Explain any two other promotional tools that can be used by X Ltd.' to achieve its objectives.
(a) Societal Marketing Concept: Focuses on customer satisfaction while protecting the ecological and social well-being of society.
(b) Public Relations: "launch event was covered by the top news channels... to manage public opinion." It involves managing a firm's image and relationship with the public.
(c) Other Tools: Advertising (paid form of non-personal communication) and Sales Promotion (short-term incentives like discounts/offers).
(b) Public Relations: "launch event was covered by the top news channels... to manage public opinion." It involves managing a firm's image and relationship with the public.
(c) Other Tools: Advertising (paid form of non-personal communication) and Sales Promotion (short-term incentives like discounts/offers).
CASE 2 (BrightSmile)
BrightSmile Company launched a new herbal toothpaste in the market. To make people aware of the product, the company started showing attractive advertisements on television and social media. The advertisements highlighted the benefits of natural ingredients like neem and clove. The company also displayed colourful posters and banners in supermarkets and near schools to attract customers.
Because of these continuous promotional messages, many people came to know about the new toothpaste and started trying the product.
(a) Identify the element of promotion discussed in the above case.
(b) Explain the element identified in part (a).
(b) Explain the element identified in part (a).
(a) Advertising.
(b) Explanation: It is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
(b) Explanation: It is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
CASE 3 (Elite Kitchen)
Elite Kitchen Appliances manufactures mixers and microwave ovens. To increase sales, the company appointed trained salespersons in large electronics stores. These salespersons explained the features of the appliances to customers, demonstrated how they worked, and answered their questions. They also helped customers choose the most suitable product according to their needs.
Many customers felt more confident after receiving detailed explanations and demonstrations from the salespersons, which increased the sales of the company’s products.
(a) Identify the element of promotion highlighted in the above case.
(b) Explain the element identified in part (a).
(b) Explain the element identified in part (a).
(a) Personal Selling.
(b) Explanation: It involves oral presentation of message in the form of conversation with one or more prospective customers for the purpose of making sales.
(b) Explanation: It involves oral presentation of message in the form of conversation with one or more prospective customers for the purpose of making sales.
CASE 4 (CoolFizz)
CoolFizz Company wanted to increase the sales of its soft drinks during the summer season. Therefore, it announced a special offer: customers who bought two bottles would get one bottle free. The company also placed special display stands in shops and supermarkets to attract customers.
These short-term incentives encouraged many people to buy the product immediately, which resulted in a sharp increase in sales.
(a) Identify the element of promotion discussed in the above case.
(b) Explain the element identified in part (a).
(b) Explain the element identified in part (a).
(a) Sales Promotion.
(b) Explanation: Refers to short-term incentives, which are designed to encourage the buyers to make immediate purchase of a product or service.
(b) Explanation: Refers to short-term incentives, which are designed to encourage the buyers to make immediate purchase of a product or service.
CASE 5 (GreenLife)
GreenLife Company manufactures eco-friendly cleaning products. The company organised a tree-plantation campaign in collaboration with a local community group. It also conducted awareness programs in schools about protecting the environment and reducing plastic waste.
These activities created a positive image of the company among customers and the general public, and people started trusting the brand more.
(a) Identify the element of promotion discussed in the above case.
(b) Explain the element identified in part (a).
(b) Explain the element identified in part (a).
(a) Public Relations.
(b) Explanation: Involves a variety of programs designed to promote or protect a company's image and its individual products in the eyes of the public.
(b) Explanation: Involves a variety of programs designed to promote or protect a company's image and its individual products in the eyes of the public.
© 2026-27 Business Studies Master | Authored by Rathin Kumar Bardhan
No comments:
Post a Comment