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Q3. Arushi successfully runs a bookstore 'Children's Delight'

catering to children of the age group 5-15 years. They have

the complete range of children's books like activity books,

colouring books, fiction and much more. The books are of

good quality and are highly appreciated by schools, parents

and children. They have 16 stores all over India, where

children can not only purchase the books, but can also

come and read, and participate in quiz competitions and

experience the joy of reading. They have their own well-

managed inventory management, storage, and warehousing

to deliver books to locations all over India. The bookstore

regularly communicates the availability, features, merits,

etc. of the books to target customers and persuades them to

buy the books.

Quoting lines in the situation, identify and explain the two

elements of marketing mix in addition to 'Product'

highlighted in the above case. [4]

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Q2. Prateek Singh opened a jewellery store Fashion Jewels' offering workwear, light jewellery with modern designs for young working women. Good jewellery designs not only made the jewellery attractive for young working women but also gave him a competitive edge in the market. The jewellery was a hit with working women and ‘Fashion Jewels' was able to report a profit of ₹3 crore in the first year itself.

The function of marketing performed by Prateek Singh in the above case was:

1. Packaging and labelling

2. Promotion

3. Customer support service

4. Product designing and development [1]

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Q1. Choco Ltd. offers a wide variety of chocolate products. It has an action program of not selling its products by their generic name but under different names like Choco-silk bar, Choco-Munchy and Choco-crunchy etc. for different customer segments. All these names have great popularity and acceptability in the markets. As the company policy the products were offered at reasonable and affordable prices for targeting a mass customer base. During the festive season the company launched a massive promotional campaign to increase its revenue and achieve its communication objectives. The company introduced free gifts for the customers. Their on-ground sales team delivers the product not only to the departmental stores but also to small shops, so that all segments of customers can easily get the products. They also provide information and support services to customers to ensure repeat sales.

From the viewpoint of the management function, briefly explain any four activities of marketing which the firm will be involved in, apart from the above-mentioned ones it's already performing. [6]

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