Birla Institute of Technology & Science, Pilani
Work-Integrated Learning Programmes Division
2025
Mid-Semester Test
(EC-2 Regular)
Course No. : BA ZC411
Course Title : MARKETING
Nature of Exam : Closed Book
Weightage : 30% No. of Pages =2
Duration : 2 Hours No. of Questions = 3
Date of Exam : 20.03.2025
Note:
1. Please follow all the Instructions to Candidates given on the cover page of the answer book.
2. All parts of a question should be answered consecutively. Each answer should start from a fresh page.
3. Assumptions made if any, should be stated clearly at the beginning of your answer.
Q.1 Tata Consumer Products Ltd is expanding its presence in the southern markets and focusing
on building distribution channels in rural and semi-urban markets now, the company said in its latest
annual report. “We are expanding our presence in South India across tea, coffee, salt and spices with
the launch of South- specific products to cater to regional consumers,” said TCPL.
The company continues to “gain ground in the South” in tea and coffee. In tea, TCPL’s Chakra Gold
and Kanan Devan brands continued to make strong inroads into the south and Tata Coffee Grand was
restaged with a new pack design. “We have identified the rural market as an area of opportunity and
are focussing on building distribution in rural and semi-urban markets now. In salt, we launched
Shuddh, a brand specifically targeted to the South market," said TCPL.
While in the spice category, TCPL launched a range of customised spices under the Tata Sampann
brand for the southern market. TCPL aspires to be a leading player in the FMCG industry by
expanding its play in existing categories and venturing into new spaces, the annual report said.
Overall, in FY23, TCPL increased the direct distribution by 15 percent to 1.5 million outlets PAN
India. “This has allowed us to take out portfolio to a larger outlet universe with more impact. Tata
Consumers currently has a direct reach of 1.5 million outlets across India, two times increase from
two years ago,” it noted.
TCPL has scaled up its network during FY 2023 and is now focusing on enhancing semi-urban and
rural distribution. “Several new initiatives were carried out during the year, including a dedicated
customer marketing vertical, the use of data and analytics to generate insights and improve efficiency,
and redesigning of the team structure to include a key account team for driving sales,” the company
said.
(Source: https://brandequity.economictimes.indiatimes.com/news/marketing/tata-consumer-to-expand-presence-in-southern-
india/100611839?
action=profile_completion&utm_source=Mailer&utm_medium=newsletter&utm_campaign=etbrandequity_news_2023-05-
31&dt=2023-05-31&em=bWFtdGEuYS5jaGF3bGFAZ21haWwuY29t)
(a) Briefly explain the concepts of Branding. Discuss POP and POD from the case mentioned
(2+1+1).
(b) In the case of grocery shopping what are the stages of buying decision making must have
undertaken. (3)
(c) In the context of the above mentioned case critically examine role of different individuals
involved. (3)
Q.2 Various forms of bathing options are available in the market such as bar, liquid, gel etc.
depending upon age and background. However, consumer prefer either bar or liquid. New
solutions- waterless bathing are in pipeline. One may wonder what the difference is between
all, and which one is the best to use.
(a) Explain different basis of marketing segmentation for bathing products with the help of cases/
example. [6]
(b) Discuss the relationship between STPs and 4Ps. [4]
Q.3 Lifebuoy Active was launched that boasted of the Active – B ingredient enabling protection
against germs that cause body odour, acne and against infections form cuts and bruises. Some more
variants such as Lifebuoy Active Red and Lifebuoy Active Orange were launched with different
perfumes. The upper end of the market was targeted using the Lifebuoy International Plus and the
Lifebuoy International Gold which cost Rs. 12.50 for 100 gms. Another high-end variant was the
Lifebuoy Active Gold at the same price level, which was a milk cream-based soap and promised to
fight pimples. The reasoning was that milk cream was used in many Indian homes as a beauty
enhancer and for protection against skin problems.
In 2003, HUL took cognizance of the fact that many Indians had innate belief in use of herbal
products. Thus, it launched Lifebuoy Active Green which highlighted the imagery of neem leaves
and used the tagline “neem tulsi se nahaye kya?” (Have you had a bath as ‘germ-busters’ and the
advertisement also showed a grandmother being told by her grandson how he had fought germs using
Lifebuoy.
(a) Define concepts- needs, wants, and demand, taking mentioned case as example. [4]
(b) What are the different types of needs? Relate to different psychological factors
influencing choice of soap for buying. [6]
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