Brand Management
Indian Delights is a retail chain of stores that specializes in selling a variety of traditional Indian snacks. With a focus on preserving the essence of Indian culinary heritage, the organization sources and offers a wide range of mouth-watering snacks from different regions of India. Indian Delights takes pride in adhering to a traditional concept of business, reminiscent of the bygone era when small local stores played a vital role in the community. Each store is designed to recreate the ambiance of a traditional Indian marketplace, evoking nostalgia and a sense of familiarity for customers. The staff members are friendly, knowledgeable, and passionate about Indian snacks, ensuring a personalized and authentic shopping experience. One of the major challenges faced by Indian Delights is the lack of advertising and promotion efforts. The organization relies heavily on word-of-mouth marketing and the loyalty of their existing customer base. However, in an increasingly competitive market, this approach proves insufficient to attract new customers and expand their reach. Without effective advertising and promotion, Indian Delights struggles to create awareness and build brand recognition beyond their immediate localities.
Another hurdle faced by Indian Delights is the absence of a specific brand name that unifies all their stores. Each store operates under a different name like Mumbai Delights, Kanpur Kachori, Delhi Delights, etc. leading to a lack of brand consistency and recognition across different locations. This poses challenges in establishing a strong brand identity and dilutes the potential impact of their marketing efforts.
1. What are the various types of brand elements that you would suggest for Indian Delights? (Note: You can even change the brand name i.e. Indian Delights in totality) (10 Marks)
2. Explain various types of Marketing communication that you will use to make Indian Delights a national brand. (10 Marks)
3. a. Explain various ways through which Indian Delights can leverage secondary brand association (5 Marks)
b. What are the benefits of Line Extension and how should Indian Delights take benefit from Line Extension? (5 Marks)
Customer Relationship Management
1. Rajiv is the CTO (Chief Technological Officer) of ABC enterprises. His organization wants to implement CRM technology. The biggest worry for him is to convince his top management on the need for CRM for their organization. His second worry is the future of CRM as the management would not be convinced if the future does not look bright for CRM? If you have to advise Rajiv on the things that you need to include for the presentation, what would it be. (10 Marks)
2. Your company manufactures hi-tech equipment’s which is used in other industries. Working in close collaboration with your customers is the key to your success. What kind of CRM roadmap will you draw to enhance the value for your customers? (10 Marks)
3. Raman has started his online coaching centre for competitive exam preparations. Although he is hiring the best and the most competent people, with the best salary, he is not able to compete with the other players. The market is hypercompetitive. Raman now wants to build a stronger relationship using his customers.
a. What would be the advantage of a close customer relationship? (5 marks)
b. What kind of reciprocity mechanisms can you build to ensure the success of this initiative? (5 marks)
International Marketing
Q1. You are a manufacturer of various herbal products from India and are keen on expanding your business globally. Discuss the challenges of marketing your product globally and also suggest ways to overcome the same? (10 Marks)
Q2. “Go Local “is a term that is having resonance with countries today to promote Local consumption. In your view is it positive for nations to produce locally and avoid globalization? (10 Marks)
Q3. Read the following case study carefully and then answer the questions that follow:
A French company Jeanne Oliver Perfumes is contemplating to introduce a perfume under the brand name SK, named after the charismatic celebrity Shah Rukh Khan. The perfume is available in two variants, SK Silver for men and SK Gold for Women. The perfumes are packaged in a 100ml pump spray bottle. The strategy may be to capture a large number of consumers who are oriented towards film celebrities. Advertising is planned through television satellite channels and magazines. You are required to:
a) Analyze the decision and decide in your opinion which pricing strategy you would like to apply while launching the product. (5 Marks)
b) As cost of manufacturing is low in India and the French company wishes to export the product from India to other countries. Examine the various type market entry strategies available to the French company and which strategy would you use to market the product to other countries? (5 Marks)
Marketing Strategy
Q1. Explain the concept of Value Chain Analysis with an example. (10 Marks)
Q2. What do you mean by Strategy? Explain Corporate, Business & Functional level strategy. (10 Marks)
Q3. Pratap Kapoor’s wild dinning format is unique and one of its kind in Mumbai. Advertised as a jungle theme restaurant, it is named as “Sher Baugh.” Wild dinning is more of an amusement park then dining space with all the facilities, which can delight a family. It delivers its promises through robotic animals and a simulated thunderstorm, features that would delight children. It gives the feeling of living in the wild for the urbanites and gives them a break from the typical fancy restaurants. Mr. Pratap was planning to convert his venture into a franchise format with opening of outlet in all the metro cities in India. However, he is not sure of the sale ability of this kind of retail format in the Indian context. This critic of his venture says that for adults who put the food over the experience of eating in an artificial jungle the wild dining restaurant is not all that fun. In addition, the cost incurred in setting up the format is a point of concern
a) 1What kind of format is Pratap trying to offer to its customers, what kind of customer profile/target market should he focus on? (5 Marks)
b) 2Many retailers have tried to make their store entertaining. What are the pros and cons of providing entertainment in the retail store or restaurant? (5 Marks)
Consumer Behaviour
1. Rohit is staying in Haryana in a large joint family consisting of great grandmother, grandparents, their 5 sons – which is four uncles with their wives and children and Rohit’s parents and Rohit’s sister – total 24 family members staying under one single roof. Rohit’s cousin Sahil has come to Mumbai to do his MBA and has fallen in love with a Malayalam Christian girl Anoo Peter. There is a big discussion in the family regarding the kind of marriage ceremony to have for Sahil. Determine the different reference groups that would influence the choice of marriage ceremony for Sahil (10 Marks)
2. Most consumers go through 5 steps while making a purchase decision – these 5 steps are a]. problem recognition, b]. information search, c]. alternatives evaluation, d]. purchase decision and e]. post-purchase evaluation. You have a younger sister who is very intelligent and wants to do her Master’s in Genetics in USA. How will you help your sister to go about doing only the information search for a good University offering a very good Master’s Programme in Genetics (10 Marks)
3. a. The dishwasher is a consumer durable that has been around for quite some time. While there is a widespread acceptability for this product in western markets – the Indian consumer has not gone over the moon with this product. Describe how a dishwasher manufacturer can use the five attributes of a product that affect adoption to speed up the diffusion of the dishwasher in the Indian Market. (5 Marks)
b. The Indian vehicle driver especially the two wheeler drivers are notorious for not following signals. How would you use Consumer Buying behaviour to persuade 2-wheeler drivers to follow signals on roads (5 Marks)
Management Theory and Practice
Q1. The new management at Arksons Ltd is finding it difficult to direct employees. They feel they are not able to direct them to do the work as desired. They recently heard about the Etzioni Theory and have hired you as a consultant to guide them on the same?
Q2. The management at Apeejay Ltd feel that performance levels of their employees have gone down. The management did try to use some motivation techniques but the same have failed miserably. Can you guide them about techniques to motivate individuals and groups as motivational trainer?
Q3. Chauffer & Co. a very successful company dealing in car rentals feels that business is going down badly. The major reason identified is miscommunication amongst all the stakeholders which is leading to the losing out on business.
a. Can you as a consultant guide them about the barriers to communication?
b. Also, can you help them overcome these barriers?
Marketing Management
Q.1 Prepare an appropriate Segmentation & Targeting strategies related to the product of HighEnd Gaming Laptop. Justify your answer with appropriate justifications.
Q.2 One Plus after being successful in the mobile market is now planning to sell refrigerators in the market and is ready to make a sizeable investment to compete with the market leaders. The
company has planned to name it as Cool Plus. It has limited idea around the product and wants to understand the same through levels of product. As a product in charge, explain all the levels of product for the product refrigerator Cool Plus.
Q.3 Read the case & answer the questions based on the case: The Aditya Birla Group has announced a foray into the premium casual dining space in collaboration with chef restaurateur Rahul Akerkar. The group’s hospitality arm housed under Aditya Birla New Age (ABNA) will build premium casual dining restaurant chains across India. The vision is to build the best F&B brands with a clear focus on both quality & value for customers. The company is aiming to launch the first restaurant in Mumbai. Based on the above information answer the following:
a) As a consultant to Aditya Birla New Age (ABNA), suggest suitable steps involved in new product launch.
b) Recommend appropriate advertising strategy for launch focusing on appropriate message decisions & specific media vehicles (combination of media vehicles is expected including social media).
Business Communication
1. What is Report Writing? Define the 3 sections of Report Writing explaining each in detail
2. As an effective manager and a leader, while writing a negative message to your audience, which are the steps you would consider before drafting the message.
3. a. What is Digital Media? What are the ways for optimizing the content for mobile devices?
b. You are planning to switch your job and are in the process of applying to another company. What is a job market? What are the points of an organization and job opportunity will you consider while in the process of applying for the job?
Essentials of HRM
Q1. French Educators Ltd. is an Indo-French cultural exchange community. It is planning to hire more employees for expanding its operations in India. The HR Department is doing an HR supply forecasting for its expansion. Discuss the seven categories of information that are required for assessing its skill inventory.
Q2. Patil Developers has ventured heavily into the commercial building construction market, leaving all its competitors behind. This has been possible due to its regular job analysis review process. As their HR Consultant, explain in detail some of the methods for collecting job analysis data. Give examples as needed.
Q3. Sandeep has been asked to make a presentation to the HR department regarding the various sources of recruitment that are used by his IT Company. The company wants to understand which sources are the most effective and which ones are not. Help him answer the following questions:
a. Explain to him what are the different internal sources of recruitment available with the firm. Give examples.
b. External sources of recruitment are also considered quite effective. Which sources did Sandeep discuss in this context?
Operations Management
1. List down and briefly explain the various types of inventories along with techniques of how to manage each. Identify at least three inventory management techniques applicable to pickup point stores of a large retail business operator with reasoning for the same. Explain how each technique contributes to the effective management of inventories for pickup point stores (assume several inventories of your choice).
2. Define the theory of constraints and its key principles. Using an example of any synchronous manufacturing system, identify a bottleneck in the production process and describe how the Theory of Constraints can be applied to address this bottleneck. Also, describe how the concept of drum-buffer-rope (DBR) can be used to optimize production scheduling and improve overall system performance
3. The facilities management department is a good example wherein the operations involve the integration of the “core operations function” to be coordinating and working in sync with other departments. With reference to the healthcare sector discuss the following aspects of operations in a big multi-specialty hospital setup.
a. Explain the role of operations managers in their interface with other functions in hospital facilities management. Give relevant examples.
b. Define Quality and list and discuss in brief the various dimensions of quality in hospital facilities management.
Decision Science
Q 1: Determine the probabilities for the below given statements and write your interpretation using following data.
Do you like Anupama? No Yes Total Do you like ‘Kyuki sas bhi kabhi bahu thi”? No
1. What is the probability that randomly selected person has said “yes, I like Kyuki…”?
2. What is the probability that randomly selected person has said “ I don’t like Kyuki…”?
3. What is the probability that randomly selected person has said “yes, I like Anupama…”?
4. What is the probability that randomly selected person has said “ I don’t like Arupama…”?
5. What is the probability that randomly selected person has said ‘like Anupama’, also said ‘like kyuki….’ prior to that?
6. What is the probability that randomly selected person has said ‘like Kyuki….’, also said “don’t like Anupama” prior to that?
Note: Do not use any software for the calculation, you are advised to show all necessary steps of calculations.
Q2: Calculate the correlations among all possible combinations of variables using the following data and write your interpretations.
Note: You are advised to use EXCEL or any other software for the calculation of correlations.
Q 3A: In Maharashtra there are 20 Big companies in IT sector. Out of these, 15 companies are in Mumbai. What is probability that at least two companies are from Mumbai if total 3 companies selected randomly to form a sample. Note: Do not use any software for the calculation, you are advised to show all necessary steps of calculations.
Q 3B: Draw the Line chart using EXCEL for the following variables and write your interpretations. Looking at the graph/ numbers (in the table) what type of correlation is suspected between crop area of wheat and cereals.
Strategic Management
1. You are the CEO of a bank which sustaining continuous loses in its insurance business although your company has a large bank of customers. What according to you could be the problem and what solutions would you suggest to the board? Create a strategic plan to rebuild your business, Do you think retrenchment could be a strategic option? Justify your answer.
2. The Pro Kabbadi League PKL is India’s leading kabaddi league but is struggling with sponsorship. What could be the reasons for this lack of sponsor interest? What strategies would you recommend to the league management if you were its strategy consultant?
3. WPP became a global advertising bemouth because of a relentless acquisition’s strategy. This has led to its global dominance in such a scenario.
a. If you were an owner of a small full-service advertising agency what strategies would you adopt to compete.
b. Analyze the state of India’s advertising industry and what the industry needs to do to evolve going forward in this highly competitive technology driven industry which is dominated by a few global giants.
Business: Ethics, Governance & Risk
1. There is a growing pressure on business to behave responsibly towards the environment –according to you is this an ethical demand & expectation? Justify your answer. Go through the Business Responsibility Report OR Business Responsibility & Sustainability Report (under directors/statutory reports in Annual Report FY2022-23) of ONE listed company (from List of NSE top 500 companies by market capitalization). Locate the Principle 2: Product Lifecycle Sustainability in the report and go through it carefully. Present an analysis of what the company is doing in your own words, to support your above answer. (DO NOT copy paste)
2. Why is Risk Management one of the key and critical responsibility of a company’s board and senior management? Explain with the help of an example the cyber security risk faced by the company, the potential impact of this risk on its key stakeholders and how did the manage/mitigate this risk. (from the FY2022-23 Annual Report of any ONE listed company from NSE top 500 companies by market capitalization – look in the Directors report under Management Discussion & Analysis) (This has to be a different company than the one chosen for Ans1)
3. a. You are heading a team of 15 members with 3 of them reporting to you directly and other 12 indirectly. It has been brought to your notice by the accounts team that one of you direct reportee is misreporting on his/her travel reimbursements by padding it up with false bills. How will you handle/resolve/address this situation? Construct your answer stepwise so that your juniors can learn from it.
b. What according to you are the 4-5 key contributors to building an individual’s moral character and why do you say so?
Research Methodology
Q1. Which type of research is used for identifying the problems in a business where no prior information is available. Nestle is launching a new product in field of ready to eat products. Develop a research plan to identify the opportunities from market.
Q2. Literature review provides an insight into the past studies and elaborates on the work done in a particular area. Conduct a literature review using 8-10 research papers on your area of interest.
Q3. With the rapid advancements in artificial intelligence (AI) in recent years, natural language processing (NLP) has become one of the most exciting fields of research. Chatbots, virtual assistants, and other conversational agents have become increasingly popular as people seek more efficient ways to communicate with machines. One of the most significant breakthroughs in this field has been the development of large-scale language models such as GPT (Generative Pre-trained Transformer) by OpenAI. Chat GPT is the latest iteration of these models, which can be used to build chatbots and other conversational agents that can interact with people in a way that feels natural and human-like.
a. Develop a detailed questionnaire to survey the consumer for understanding their experience with ChatGPT.
b. Identify 5 key areas where ChatGPT can be improved by doing a interview of 4-5 people.
Sales Management
1) Is selling a science with easily taught concepts or an art learned through experience? Please illustrate your response with examples
2) As the Vice President-Sales of Procter & Gamble, you must work closely with your colleague in marketing in areas like product policies, distribution policies and pricing policies. After discussion with your sales team, you would like to relaunch one of the leading shampoo brands like Head and Shoulders in a specific geography. What would constitute the key elements of this relaunch?
3) NEC India is the Indian subsidiary of NEC which is a Japanese multinational with its headquarters based in Delhi. NEC India has total revenue of $200 million with net income of $20 million across all its business units. NEC Globally has revenue of more than $24 billion with more than 150,000 employees across 50 countries. Based on the success of its laptops, display systems and projectors in the global market, NEC would like to launch these products in the Indian marketplace. NEC products command a premium in the market for quality and after sales service. Laptops, display system and projectors from NEC are sold through a direct sales force to corporates as well as through retail outlets like Reliance and Chroma. As the Vice President Sales for NEC, you are required to come out with a sales management strategy covering sales structure as well as compensation and benefits for the sales force selling laptops, display systems and projectors.
a) There are three types of sales organizational structure namely line sales organization, line and staff sales organization and functional sales organization. Out of these, which one would you recommend for sales force for NEC considering that you will be selling to both the B2B and B2C segments? Please justify your recommendation as well.
b) The common methods of compensation are straight commission, straight salary, drawing accounts and salary plus commission plan. Which of them would be used by you as the VPSales for the sales team selling NEC products and why?
Corporate Finance
1. Aradhana Limited has the following 2 investment options:
i) The project requires 1 machine of Rs. 2 lacs with a life of 6 years. There is NIL salvage value expected at the end of the life. The annual income in each year is Rs. 100000, Rs. 200000, Rs. 250000, Rs. 250000, Rs. 200000, Rs. 120000.
ii) Cost of the project is Rs. 1.5 lacs with a life of 5 years. Salvage value of the machinery used in the project is Rs. 10000. The annual income in each year is Rs. 80000, Rs. 80000, Rs. 100000, Rs. 250000, Rs. 100000.
Which option seems more profitable and why?
2. With the following information, evaluate the projects using payback, discounted payback and the PI method for the following projects. Discounting factor is 10% Which project shall be chosen?
Under what situation would you prefer the PI method over the other 2 methods?
3. a. Juhi has taken a car loan of Rs. 5,00,000 for a period of 5 year @ 10%. Calculate the EMIs to be paid by her and draw up her EMI Schedule.
b. XYZ Ltd. manufactures plastic toys. The fixed operating cost is Rs. 1,00,000/-. The toys sell at a price of Rs. 60 each. The variable cost for production of the toys is Rs. 30 each. It has an outstanding loan of Rs. 5,00,000/- @ 8% p.a.
Calculate the DTL at 6000 units of production. Also mention the inference/implication drawn.
Cost & Management Accounting
Rayan Ltd has provided the following information:
You are required to compute the following and interpret the result:
a) Material cost variance
b) Material price variance
c) Material usage variance
Question 2
Tony India produces a single product. The following figures related to the single product for the year 2021-22 is given.
Prepare the Income statement under marginal costing for sale of 600 units.
Question 3a
Picture Ltd are manufacturers of picture tubes for television. The following data is available with respect to a product.
(a) Cost of placing a purchase order is Rs. 20
(b) Number of units to be purchased during the year is 5,000
(c) Purchase price per unit inclusive of transportation cost is Rs. 50
(d) Annual cost of storage per units is Rs. 5
You are required to compute the Economic Order Quantity. What if the inventory maintained by the company is 500 units?
Question 3b
Avent Ltd manufacturing a single product. The selling price of the product is Rs. 500 per unit. The unit variable cost is Rs.300 per unit and a fixed cost of Rs.2,00,000 per month is incurred. Compute the breakeven point in units and value.
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