NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for June 2024
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.
? Students should follow the following parameter for answering the assignment questions.
Q 1. What are the marketing skills required to initiate the sales? Explain this with an example of how effective leadership traits can help? (10 Marks)
Q 2. What kind of promotions would you have for an exclusive store to sell Amul using an innovative concept. How will you plan the layout, of an exclusive Amul store? ( 10 Marks)
Q 3. Case Study
Grasim enters B2B e-commerce in building material Grasim Industries, an Aditya Birla group company, today approved its foray into B2B e commerce in the building materials segment with an investment of ?2,000 crore over the next five years.
This investment adds a new high growth engine with clear adjacencies within Grasim’s standalone businesses as also that of its subsidiaries and associate companies. The company is spending Rs10,000 crore in new paints business and will launch its products by early 2024. The group owns India’s -largest cement company with a capacity of 120 million tonnes per annum.
Kumar Mangalam Birla, Chairman of the $60 billion revenue Aditya Birla Group, said the B2B e-commerce foray is yet another strategic portfolio choice as it crystallises the group’s intent to invest in the new-age, high growth digital space. “The building materials segment presents a huge scalable business opportunity with a proven path to profitability. With this foray, Grasim would be able to leverage the large B2B ecosystem within the Aditya Birla Group,” Birla said.
This move will also catalyse the growth of the MSME universe in India and provide an impetus to the Government’s vision of ‘Digital India’, he said.
The overall building materials procurement segment in India has grown at an annual rate of 14 per cent in the last 3 years. This industry is estimated at about $100 billion with current digital penetration of just 2 per cent.
The platform will primarily focus on medium- and small-sized companies in the building materials segment with the potential to further extend to other relevant categories. The key value proposition would be an integrated procurement solution, including on-time delivery and a superior product range at competitive pricing.
a) Which is the segment that Grasim is getting into? What is the strategy to get into the segment and capture the market? (5 marks)
b) What are the future plans of Grasim? How does it plan to increase its reach and how is it planning to build up is its chosen segment? (5 marks)
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