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Consumer
Behaviour
Internal
Assignment Applicable for April 2019 Examination
NMIMS
MBA APRIL 2019 SOLVED ASSIGNMENTS
NMIMS
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Q1.
Horlicks is an iconic health drink for kids. Over the years, the brand has
introduced several variants of Horlicks. What is segmentation and targeting?
Identify the type of segmentation done for each of the following:
1. Horlicks Chocolate for fussy children who like fun flavors
2. Mother’s Horlicks for pregnant women and lactating mothers
3. Junior Horlicks for newborns and infants
4. Horlicks Lite
for calorie-conscious adults
(10 Marks)
Q2. Consider you
are the marketing manager for a Protein supplement brand- MuscleOctane.
MuscleOctane is a whey protein supplement targeted towards gym-goers who do
heavy weight lifting and have protein requirement which are not met by regular
diet. In context of Maslow’s Hierarchy of Needs, conceptualize 2 ad campaigns
for MuscleOctane that appeal to the Self-actualization need and the Safety
need.
(10
Marks)
Q3. Enumerate the
steps in a consumer’s decision-making journey for the following situations.
A) You have
recently become conscious of your physical fitness and have started running 5
times a week. You think investing in a high-end fitness band will keep you
motivated and help you monitor your progress. Being a complete newbie to
fitness, you don’t have much of an idea about brands, features, pricing,
important criteria, etc. (5 Marks)
B) You’ve always
used Paracoco, a coconut oil brand, since childhood and saw your mother using
it too. After years of using Paracoco, your needs have changed.
With the recent
trend of cold-pressed, organic, virgin coconut oils you decide to switch to
another brand. (5 Marks)
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