NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Management

Internal Assignment Applicable for December 2020 Examination

Assignment Marks: 30

Instructions:

 All Questions carry equal marks.

 All Questions are compulsory

 All answers to be explained in not more than 1000 words for question 1 and 2 and for

question 3 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.

Case:

“Yuva” is a fitness band catering to Indian youth in lower price segment. There is a

vast market who are health conscious and wants the latest tech in wearable device

category. There are currently two fitness band that is being sold by the company.

For Theoretical Answer Assessment Parameter Weightage

Introduction 20% Concepts and Application related to the question

60%

Conclusion 20%

For Numerical Answer Assessment Parameter Weightage

Understanding and usage of the formula

20%

Procedure / Steps 50%

Correct Answer & Interpretation

30%

NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Management

Internal Assignment Applicable for December 2020 Examination

Given below are their prices.

Yuva Basic Rupees 899/-

Yuva Pro Rupees 1199/-

The product quality is good given the price range. It has all fitness feature supported by

a colourful design. It has a bigger display as compared to their competitors. The

company has purposely kept the display bigger for the youth audience as they want the

feel of a smart watch at the price of fitness band.

The company has a plan to sell only through online platform. The product is available

on major ecommerce platform as well as on the company’s own website. It has just

been 15 days that the product is launched but it doesn’t have any demand from

consumers. There is no problem with the product but there are no promotions done by

the company. You have been hired as a Marketing head of the brand Yuva.

1. Suggest various types of segmentation for the brand Yuva. (10 Marks)

2. How will you promote the brand Yuva online? Suggest minimum five online platforms

through which you will promote the brand and increase the sale. (10 Marks)

3.a. Explain any five factors that will influence the consumer behavior for the purchase of

Yuva Fitness Band. (5 Marks)

3.b. Explain various stages that a customer will go through in purchasing decision of Yuva

fitness band. (5 Marks)

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