Bachelor Of Mass Media (BMM) SEM II 2017 18 2017-18 FYBMM SEM II (CHOICE BACE Question Paper - Mumbai University | munotes

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1. Q1 Read the case and answer the following questions The success story of Haldiram is also a success of Hindu United Family business. The history of the brand begins form Bikaner in 1937. From a small corner shop to.a brand worth Rs.1500 Crores, Haldiram has hit the right Chord with its customers over the past seven decades. To the success story of Haldiram chronicle , The tale of this much loved brand, Haldiram story began in 1937 when Gangabhisan Aggrawal started a shop selling ‘Namkeens’ In the town of Bikaner, Rajasthan. It was really this gentleman’s father Tansukhdas who originally started the Bhujiya business but a new found popularity was gained by Gangabhusan’s small setup. The name Haldiram, as the hear-say goes, was his another name which was taken forward by his youngest son Rameshwar Lal who opened a shop in Calcutta, West Bengal by the name, ‘Haldiram Bhujiawala’. This name was the stepping stone to the later success story of Haldiram Despite having competition from Bikanerwals’s, Nathu’s and Aggrawals, Haldiram retains a market share of 25% With a total turnover of Rs. Credit goes to its USP of serving authentic Indian snacks prepared with unmatched hygiene and standardized quality. Also it has built the entire empire around the core of Namkeen and sweets which has added to its portfolio of achievements and serves as an important chapter in history and success story of Haldiram
2. Q1 According to you, what made Haldiram huge success in India?
3. Q2 brand ambassador for Haldiram. Justify your suggestion
4. Q3 Suggest some of the integrated marketing strategies that the brand needs to adhere for becoming an international leader in dry snacks industry 5 marks
5. Q2 A) “The customer is not to be treated as one time purchaser, but as a person who will patronize the brand for life time.” Examine the statement-and explain the importance of CRM in today’s highly 15 marks
6. Q2 B).“It is said that mother India lives in her villages”. With reference to this statement explain meaning of rural marketing and features of a rural market
7. Q3 A) Discuss the features of marketing? ‘Packaging isa marketing necessity’. Explain
8. Q3 C) Discuss the 4p’s Marketing
9. Q3 D) Distinguish between traditional marketing and modern marketing?
   • Q.P. Code :03688
10. Q4 A) What are the essentials of a good advertising?
11. Q4 B) Discuss relationship marketing in detail
12. Q4 C) With appropriate diagram discuss the stages in product life cycle
13. Q4 D) Distinguish between skimming and the cream pricing strategy and penetrating marketing strategy
14. Q5 Write short notes on(any 3)
    • (a) Product line and product range
    • (b) Brand equity and brand Loyalty
    • (c) Qualities of a good salesman
    • (e) Features of service marketing
    • Q.P. Code :03688 [Time: 2:30 Hours] [ Marks:75] Please check whether you have got the right question paper
    • 2. AY & fra as CH
    • Q.P. Code :03688
    • 31) YO
    • a) HA?
    • (5) Gar

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