NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Services Marketing
Internal Assignment Applicable for December 2016 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

1. Lintas Corporation is in the business of producing readymade garments? The

company has three factories across India. The company has its own niche segment.
The target customers of company are Middle Class Consumers. Identify the
different components involved in service marketing triangle? (10 Marks)

2. Tagheur watches are in the business of offering luxurious watches to its target
customers. Market comprises of few competitors, brands such as Rolex, Cartier,
Rado, Titan (Limited Edition), etc. are also offering the watches in the same
segment. Bring about the Promotion strategy being adapted by Tagheur to stand in
the competition against the competitors? (10 Marks)
 NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Services Marketing
Internal Assignment Applicable for December 2016 Examination

3. There has been a phenomenal market battle by Godrej No.1 and has clearly
reflected the intensity on the soap business. Lux, the market leader and a well
entrenched product of Hindustan Unilever Limited, faced fierce competition and
has been making a strenuous effort to maintain its share. Sales of Godrej No.1
rose from a couple of Lakhs of rupees in 1978 to over Rs. 100 Crores in 1985 and
became the second largest seller of soaps in the current trend. Godrej No.1
penetrated the Lux market with average quality and low price. While Lux was a
Premium brand for upper segment. Godrej No.1 positioned itself as a common
mans soap. Godrej No.1 provided for sufficient advertising with a sample theme
of Brand Awareness, through all powerful media including Television. The
product was made available all over the country through mass distribution.

Questions:

a. What are the Pricing objectives of Lux and Godrej No.1 (5 Marks)

b. What pricing approaches and strategy will you take for Lux and Godrej No.1?

(5 Marks)

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