NMIMS SOLVED ASSIGNMENTS 2019 - Founded in 1971 in Seattle, Washington, USA, Starbucks is a well-known international brand with presence in more than 20,000 locations


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Marketing Strategy

1. Founded in 1971 in Seattle, Washington, USA, Starbucks is a well-known international brand with presence in more than 20,000 locations. Tata Starbucks is a 50:50 joint venture between Starbucks and Tata Global Beverages (TGBL) in India. Tata Starbucks opened its first store in India in Oct-2012, and as of Feb-2019 had c. 135 stores in India. “We look at activating more stores roll out in the next few years” – L Krishnakumar, Group CFO, TGBL (source: Business Today, 10-Feb-2019). Recently, the brand has started accepting orders via food delivery firms (e.g. Swiggy). Chaayos – founded by Nitin Saluja – an IIT Bombay alumnus – opened its first store in India in NCR region in Nov-2012. Nitin refers to Chaayos as ‘one of the finest Chai cafe chain in India’ on his LinkedIn profile (accessed May-2019). You work as a Marketing Strategy consultant, and have been hired by Nitin to develop the Marketing Strategy for Chaayos, which would help Chaayos increase the sales 10 times by 2025 (relative to sales in financial year ending Mar-2018). Provide your recommendations regarding the Marketing Strategy and Marketing Mix along with explanations. (10 Marks)

2. Customer buying behaviour plays an important role in Marketing Strategy, and is affected by four key factors/influences/characteristics. Identify and explain the major influences on buying behaviour, for application in brand communication/ promotion, for the following products/brands: (1) Raj Comics, (2) Pizza Hut India, (3) Amazon India, and (4) LinkedIn India. (10 Marks)

3. Founded in 1939, Marvel Comics (www.marvel.com) is a well-known brand – in comic books and related media – owned by The Walt Disney Company. Dhruv, a first generation entrepreneur founded ‘Ossum Comics’ in 2019 with a vision to launch and build the first Indian billion-dollar brand in comic books and related media, and feature among top 3 international brands in the same category by 2030. Dhruv wants to launch the company by Oct-2019 and has hired you as a consultant.

a. Explain various stages and their characteristics in an industry life cycle, with specific comments regarding the current stage of comic books and related media industry in India. (5 Marks)

b. There are 5 key themes/ ways to identify competitive advantages for a brand/ differentiate from other brands, as a part of differentiation and positioning strategy; explain these with suggestions/examples in context of ‘Ossum Comics’, and (2) suggest a positioning strategy for ‘Ossum Comics’. (5 Marks)

For answersheets contact
[email protected]
+91 95030-94040

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Added On: 19 Jul, 2019

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