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NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Strategy
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 aspossible.
- 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 theirassignments, 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 otherstudents is not allowed.
- Students should follow the following parameter for answering the assignment questions.
| For Theoretical Answer | For Numerical Answer | |||
| Assessment Parameter | Weightage | Assessment Parameter | Weightage | |
| Introduction | 20% | Understanding and usage of the formula | 20% | |
| Concepts and Application related to the question | 60% | Procedure / Steps | 50% | |
| Conclusion | 20% | Correct Answer & Interpretation | 30% |
1. Founded in 2011 and launched in 2013 in St Jose California USA, Zoom Video communications had made steady progress in the enterprise communications domain with a structured growth pattern, the company also received regular funding from venture funds and was listed on the New York Stock exchange in 2019.
It was also the year in which Zoom hit profit territory. In December of 2019 Zoom had a total user base of 10 million; then, the pandemic struck. The user load of Zoom zoomed from 10 million to 300 million by April of 2020.The company faced a severe credibility crisis for its brand and had a tough time managing security, customer satisfaction and other issues because of the sudden increase of user base across the world. In hindsight it can be argued that Zoom failed to see the opportunity that existed in the consumer segment and erred in its strategy to focus more on enterprise customers. Assuming the Pandemic had not struck and if you were the CMO of Zoom in November of 2020, what plans would you make to acquire new customers? What would be your USP and how would you focus on the core brand strategy to make the brand more relevant. (10 Marks)
Answer 1.
Introduction
Zoom is a video conferencing app. The original name of the company is Zoom Video communications but it is simply called the Zoom application. It is an American company with its headquarters in San Jose, California. This application was designed and formed by Eric Yuan who was a former cisco engineer. The application was formed in 2011 but was launched in 2013. Before the pandemic, it had a customer base of 10 million. But after the pandemic hit it had a customer base of 150 million customers.
Q 2. You are the marketing director of ISL, The Indian Super league which is India’s premiere soccer league. ISL viewership has grown 16% in 2020-21 season over 2019-20 season, but the league compares poorly with the 400 billion viewers delivered by the IPL in 2020. What would you attribute this lag in viewership despite soccer being the world’s most popular sport? Do a comparison using the 4P’s of marketing between the IPL and ISL leagues and create a marketing strategy for the league such that it can increase viewership
as well as fan engagement. (10 Marks)
Answer 2.
Introduction
Despite soccer being a leading sport, it is seen that there is a decrease in the viewership of soccer than that of cricket. In India, IPL has more viewership than that ISL. This is because the IPL has a huge branding. They focus not only more on the advertisement but also on the kind of players they are choosing. High rated players are chosen to play the sport for their respective team. IPL tries to be on the headlines all the time when it is occurring. The marketing strategies of the IPL teams are far better than that of ISL. IPL not only focuses on their branding strategies but also tries to promote every recent occurrence through their sport. These are the reasons for which ISL follows a flagship when compared with IPL. If we start talking football in India seriously, the day is not too far when the fans of ISL
Q 3. You are the marketing director for super events a successful event organization working with top movie stars and organizing one of the marquee events in the annual entertainment calendar. The business was doing well, but the pandemic has thrown your organization in turmoil.
a. As the marketing director what strategies would you evolve in ensuring your organization remains relevant in the post pandemic world. Create two new product ideas for the company. (5 Marks)
b. How would you reposition your company’s brand in the future? Create a marketing plan for the two new product ideas that you have created in the previous question. (5 Marks)
Answer 3.
A)
Introduction
Entertainment is the main thing in what people search for relaxation and enjoyment. And in some countries like India, entertainment is emotion. So at the time when Covid started hitting rapidly, the main question was how the entertainment seeker will consume entertainment now. At this time everything is dependent on how the marketing director will remain relevant in such situations.
Answer 3
B)
Introduction
Because of the pandemic, the entertainment industry suffered a lot. But in the end, the entertainment industry stood up perfectly. But the entertainment and media companies are suffering from great financial losses. So at that time, the companies have to take some serious steps to prevent their losses. and also have to take decisions to reposition their company in future.
Concept and analysis
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