Marketing Management June 2025 Solved Assignments

Description

Course: Marketing Management

NMIMS Centre for Distance and Online Education (NCDOE)
Internal Assignment Applicable for Jun 2025 Examination

Q1 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)

Answer:
CoolCasa, a premium home appliance brand, finds itself at a critical juncture. Despite its
reputation for engineering excellence and product durability, sales growth has stagnated as
younger consumer segments—millennials and Gen Z—increasingly favor brands that align
with their digital lifestyles, value consciousness, and sustainability priorities. Traditional
marketing approaches emphasizing product longevity and technical specifications no longer
resonate with these demographics. This paper presents a comprehensive strategy for
CoolCasa to realign its brand positioning by examining key consumer behavior trends and
proposing actionable marketing solutions.

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Q2 (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)

Q2 (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.

Answer 2a:
To address the decline in sales of traditional fried chips and capture the attention of urban
millennials and Gen Z consumers, FreshBite Foods must analyze the key factors influencing
consumer buying behavior. Understanding these factors will help the company align its new
product line with the values, preferences, and needs of health-conscious buyers.

2b:
Introduction

GlowCare, a new skincare startup in India, has launched a premium herbal face cream aimed
at young professionals. Despite the product’s high-quality ingredients and dermatologist
endorsements, it struggles to capture market attention. The primary challenges include strong
competition from established brands and a consumer perception that the product is
overpriced. To gain a competitive edge, GlowCare must enhance customer value through
strategic product, service, and brand positioning.