Marketing Management June 2026 Solved Assignment

Description

NMIMS

Marketing Management

APPLICABLE FOR SEM 2 (JUNE 2026 EXAMINATION)

Q1. EcoClean, a startup specializing in environmentally friendly home cleaning products, has limited capital but aims to disrupt a crowded market dominated by large multinational brands. Through segmentation analysis, EcoClean has identified a small yet growing community of health-conscious urban millennials who value green initiatives and are highly active on social media. The founders are debating how best to deploy their limited resources for maximum impact, especially given the challenges of achieving scale against established competitors. Apply the concepts of concentrated and micromarketing strategies to EcoClean’s situation. Which targeting approach should EcoClean prioritize to achieve rapid market traction within its constraints, and how can the company implement this choice to build a loyal customer base? (10 Marks)

Ans 1.

Introduction

The issue of customer targeting is existential rather than just tactical for a company with limited resources like EcoClean. Using mass marketing to go head-to-head with global cleaning companies would be both financially disastrous and strategically pointless. Rather, EcoClean has to carefully allocate its little resources. Here, two pertinent targeting frameworks come to light: micromarketing, which targets campaigns to very narrow local or individual groups, and focused marketing, which concentrates all efforts on a single well-defined segment. Finding a workable route to quick market penetration and long-term brand loyalty requires an understanding of how each relates to EcoClean’s circumstances.

Q2 (A). A global beverage brand like Coca-Cola has introduced healthier drink options in response to health concerns and regulations, while continuing to sell its traditional sugary beverages. Evaluate whether the company should emphasize its healthier portfolio or protect its traditional core brand identity. Justify your answer. (5 Marks)

Ans 2(A).

Introduction

Coca-Cola is one of the most culturally significant brands in history. More than just a beverage, its red emblem, unique bottle, and distinctive flavor symbolize a worldwide character that has been developed over the course of more than a century. However, the environment of contemporary consumers is drastically changing. Coca-Cola has been compelled to diversify into healthier beverage categories due to growing health awareness, government sugar tariffs, and regulatory pressure on sugary beverages. The firm now confronts a complex strategic dilemma: should it protect its conventional core at the price of long-term relevance, or should it aggressively push its healthier portfolio and run the risk of diluting its famous brand identity? The solution necessitates giving equal weight to brand equity ideals and business realities.

Q2 (B). A fashion retailer plans to enter eco-friendly athletic wear using its established brand name. While the marketing team sees brand equity benefits, others fear dilution of the core fashion brand. Evaluate whether the retailer should use a direct brand extension, introduce a sub-brand, or avoid the extension. Justify your answer. (5 Marks)

Ans 2(B).

Introduction

Brand extension is one of the most powerful yet perilous tools available to established retailers. When done well, it takes use of current customer trust to speed up entrance into new areas. If done incorrectly, it might confuse the market and erode the very equity that was intended to be exploited. The stakes are especially high for a fashion shop thinking about entering the eco-friendly sportswear market. In addition to category fit and customer perception, the selection also takes into account the increasing complexity of sustainable branding, where authenticity is crucial. Each of the three