UNIVERSITY OF KELANIYA
FACULTY OF COMMERCE AND MANAGEMENT STUDIES
MASTER OF BUSINESS ADMINISTRATION DEGREE EXAMINATION
Academic year – 2012/2013 - Year 1 Semester II – September 2014
MBA 52063 - MARKERTING MANAGEMENT
No. of Questions: 06
Answer four (04) questions including question No 01.
Time: Three (03) Hours
Read the following scenario brief an answer the questions given below.
Nutri Foods PLC: Launching New Brand
Nutri Food PLC is a reputed local company operates in Sri Lanka since 1970s, and currently it
holds the market leadership in Biscuits and Fresh Milk market in Sri Lanka. According to the
recent statistics revealed in its performance review, it was noticed a slow growth referring to
these two sectors in terms of market share performance. As per the profound analysis further
took place, it was recognized that consumers tend to move towards healthy foods and beverages
as seeking the health factor as key purchasing motive. Accordingly, company decided to analyze
the new business opportunities to move since the company is capable in finance and know-how
perspectives as a leading company. Market opportunity assessment test conducted by its
consultancy team rationalized an opportunity to introduce new Noodles product as instant option
but specially manufactured of rice and other nutritional forms. Current market leaders have
introduced the instant noodles targeting youth and family segments as spicy and fun related
concepts. Company has already done the Research & Development activities and it has tested the
product with few samples which already received positive responses for it s content and the
benefits. It has decided to brand the product as “Nutri Fun” energy noodles and mainly focused
the brand values as nutritional, energy-sourced, real local origin and good life style rather being
vulnerable to problem caused artificial content found in competitive instant noodles brands. The
said will energize the Point of Difference (POD) of this new brand. It is going to target the youth,
sport and even middle ages working crowd those who need to have good food benefits at an
instant context.
(01). Assume that it is going to launch this new product on October,2014 and you have been
appointed as its Marketing Manager. You are supposed to propose the answers or suggestions for
the following key questions.
i. Develop segmentation profiles for the said market segments and discuss the positioning
strategy alone with a positioning map. You are supposed to justify the validity of
positioning map for this new brand.
( 12 Marks)
ii. Discuss suitable promotional mix elements for the new brand to increase brand
awareness, educate the brand benefits, converts competitors’ customers to trial the
product and improve sales performance.
( 14 Marks)
iii. Propose the suitable brand equity values referring to equity building blocks and sensory
branding structure to establish the new brand as the perfect brand choice for its target
consumers.
( 14 Marks)
(Total 40 Marks)
(02). “ Holistic Marketing concept consists of four components which direct an organization to
adopt marketing approaches to sustain in the competitive business environment where customer
is concerned as the focal point of business decision making process ”. Briefly discuss how the
modern organizations could implement integrated marketing, internal marketing, social
marketing and relationship marketing with practical examples found in real life.
( 20 Marks)
(03). ABC Hotel Ltd is a reputed hotel chain in Sri Lanka and it has introduced a new Eco
concept hotel targeting foreign and local tourists to offer premium service along with greener
experience coupled into cultural heritage.
i. Discuss the product levels by considering functional and emotional brand values for this
new hotel concept.
( 10 Marks)
ii. Justify the suitable pricing method for the new hotel and briefly explain the price
adaptation strategies considering the nature of the market it does operate.
( 10 Marks)
(04). Esteem Fashion Ltd is a premium fashion brand available in Sri Lanka. It does target
middle and high ended segments via its exclusive fashion outlets located in urban areas. It has
few suppliers to produce the garments and materials as how it is specified by the Esteem Fashion
Ltd. Further, the company itself involves in garment manufacturing process too. It has planned to
do innovation for its business process to uplift its brand image and customer satisfaction as a
premium brand which offers different product ranges to clients.
Discuss and suggest suitable strategies for the value chain process for this organization to
maintain premium profit margin with other needful requirements. You may use a theoretical
model to discuss the value chain concept.
( 20 Marks)
(05). Discuss how to implement People, Process and Physical Evidence as quality and value
creating methods for a “Fast Food Chain” locates in urban and suburban areas in Sri Lanka
which provides food & fun in a sophisticated environment for customers to experience life style
benefits. You may suggest the service marketing pyramid to support for your answer apart from
other content may be included.
( 20 Marks)
(06). “Consumer behavior can be initially categorized through personal, cultural social and
psychological aspects. Analyzing consumer behavior helps marketers to make effective decisions
to design marketing mix according to the customer driven approach”.
Discuss the above statement by highlighting industry examples of how organizations have
responded to consumer behavioral changes via the marketing strategies. You may highlight how
companies have done product modifications, marketing promotional methods, and positioning
brands and so on for the needful in the answer.
( 20 Marks)