Marketing Management: NMIMS Internal Assignment Applicable for June 2025 Examination

Marketing Management: NMIMS Internal Assignment Applicable for Jun 2025 Examination

Question 1 A premium home appliance brand, CoolCasa, has been facing stagnating sales despite offering high quality, durable, and technologically advanced products. Market research indicates that younger consumers, particularly millennials and Gen Z, prefer smart, connected appliances but also focus on affordability, brand experience, and sustainability. The company’s traditional marketing approach, which emphasizes product durability and engineering excellence, seems less appealing to this segment.

Question:
Based on consumer behavior principles, evaluate what key factors should CoolCasa consider to realign its marketing strategy and better appeal to younger buyers?
(10 Marks)

Question 2 (A) FreshBite Foods, a mid-sized packaged snacks brand in India, has noticed a decline in sales of its traditional fried chips among urban consumers. Market research suggests that health-conscious millennials and Gen Z consumers prefer baked, organic, or low-fat alternatives. FreshBite’s management is considering launching a new line of healthy snacks but is unsure how to understand and influence consumer buying behavior effectively.

Question:
Based on the given scenario, analyze the key factors influencing consumer buying behavior that FreshBite Foods should consider before launching its new healthy snack line.
(5 Marks)

Question 2 (B) GlowCare, a new skincare startup in India, has launched a premium herbal face cream targeting young professionals. Despite high-quality ingredients and dermatologist endorsements, the product is struggling to gain traction in the market.

Competitors with well-established brands dominate consumer trust, and many potential customers perceive GlowCare’s product as expensive. The management is now exploring ways to enhance customer value and improve brand positioning.

Question:
Based on the given scenario, apply marketing principles to show how GlowCare can build customer value through its product, service, and brand strategies to gain a
competitive edge.

Instructions

• All Questions carry equal marks
• All Questions are compulsory
• All answers to be explained in not more than 1000 words for question Q1 and for question Q2(A) and Q2(B) in not more than 500 words for each subsection. Use relevant examples,illustrations as far as possible
• All answers to be written individually. Discussion and group work is not advisable.
• Students are free to refer to any books/reference material/website/internet for attempting their assignments, but are not allowed to copy the matter as it is from the source of reference.
• Students should write the assignment in their own words. Copying of assignments from other students is not allowed
• Students should follow the following parameter for answering the assignment questions

PLEASE NOTE: This assignment is application based, you have to apply what you have learnt in this subject into real life scenario. You will find most of the information through internet search and the remaining from your common sense. None of the answers appear directly in the textbook chapters but are based on the content in the chapter