MR QUIZ 1

TOTAL MARKS: 32 TOTAL TIME: 32 mins

Word limits are to be maintained strictly, wherever mentioned. There will be severe penalty
points for exceeding word limits!
All answers have to be written in one A4 size sheet
Spend more time in reading and understanding the questions. Answers should be short

Q1. For each of the following Marketing situations, state, giving reasons, whether you will do a primary
research in the form of Qualitative Research OR Quantitative Research OR Both OR None (only some
Secondary research will be enough!). In case you mention Both Quantitative and Qualitative Research
are required, mention which one will be done first (or maybe, Both can be done simultaneously!)

a. P&G is planning to launch a fairness cream and it has the product and packaging format ready
(after researching them). It has also researched possible brand names and has finally arrived at
two Fair & Glow, Fair & Shine. P&G now wants to finalize, which brand name to go ahead with

b. HUL is planning to change the positioning of Dove. They would want to generate a large number of
ideas for the new positioning and then finally shortlist one

c. ITC has launched (just a test launch!) its new detergent powder in Madurai and Asansol. After 30
days of launch, ITC wants to know Awareness, Trial and Repeat purchase of the brand. It also
wants a detailed feedback of its product features among a few who have already started using it
regularly

d. A mid/down-market restaurant chain of Spain - Sala wants to start up operations in India,

targeting the middle class / lower-middle class families of India. As a first step it wants to decide
whether to keep the same brand name in India or explore new options of brand name

(Max 30 words for each answer, 3 MARKS for each, i.e. 12 MARKS)

Q3. In a longitudinal study, 400 consumers were asked which brand of soap they purchased the last time.
This was done once in the month of April and then in the month of June. The responses were as follows:

BRAND PURCHASED IN JUNE

BRAND PURCHASED IN APRIL Brand A Brand B Brand C Brand D Total
Brand A 30 10 5 5 50
Brand B 30 50 10 60 150
Brand C 10 10 40 40 100
Brand D 30 30 5 35 100
Total 100 100 60 140 400

Based on the above data, compute the following

i) Which brand has lost maximum share and which one has gained the most?
ii) Arrange the four brands A, B, C and D in the order of brand loyalty most loyal to least loyal.
iii) From which brand has C gained the most? And to which one has it lost most?
iv) Can you identify a volatile brand here (gaining a lot from others and also losing a lot to
others)?
From the above answers and from your observations with the data, what can you conclude about these
four brands (assuming there are no other brands in the market)? (20 MARKS)