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NMIMS 2ND SEM ASSIGNMENTS - Colgate-Palmolive (India) Ltd. (hereafter referred to as Colga

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Marketing Strategy

1. Tata Starbucks is a 50:50 joint venture between Starbucks and Tata Global Beverages (TGBL) in India. Tata Starbucks opened its first store in India in Oct-2012, and as of Aug-2019 had c. 157 stores in India. “Our continued growth in top line and sensible approach towards expansion will help us achieve break-even by March 2020. Coffee business in India is growing substantially. The coffee culture is being spearheaded by millennial, upwardly mobile and people who travel and understand brand. Two years ago, we set up 25 stores (in a year). During last fiscal 2018-19 we added 30 stores. This year we will beat that number substantially and by end of March 2020, we will have added many more stores than we added in the past.” – Navin Gurnaney, CEO, Tata Starbucks (source: The Hindu Business Line, 7-Aug-2019). Tata Starbucks achieved sales of c. INR 442 crores in the financial year ending Mar-2019 (source: the Hindu Business Line, 7-Aug-2019). You work as a Marketing Strategy consultant; provide recommendations regarding growth strategy to help Tata Starbucks increase the sales 5 times by Mar-2024 (relative to sales in financial year ending Mar-2019). (10 Marks)
2. Founded in 1946, and incorporated in 1958 in Japan, Yonex (www.yonex.com) is a well-known brand and manufacturer of sports equipment for badminton, tennis, etc. Inspired by the success of PV Sindhu and Saina Nehwal in international badminton tournaments, Prakriti, a first generation entrepreneur founded ‘ABC’ in 2019 with a vision to build the first Indian billion-dollar brand in sports equipment and related products/services, and become No. 1 brand in the category in India by 2025. Prakriti has hired you as a consultant; review and analyze the Marketing Strategy of Yonex and its competitors in India, and provide recommendations on Segmentation, Targeting and Positioning Marketing Strategy for ABC in badminton rackets category. (10 Marks)
3. Colgate-Palmolive (India) Ltd. (hereafter referred to as Colgate) achieved sales of c. INR 4,500 crores in FY 2019, having grown at a compounded annual growth rate (CAGR) of c. 4.5% since FY 2014. Pacol, an entrepreneur, is planning to build INR 1,000 crores (in sales) brand ‘Pacol’ by FY 2025 in the Oral Care products category in India, and has hired you as a Marketing Strategy consultant. Review and analyze Colgate’s Marketing Strategy in India.
a. Explain various stages and their characteristics in industry life cycle, with specific comments regarding the current stage of Oral Care products industry in India. (5 Marks)
b. There are 5 key themes/ ways to identify competitive advantages for a brand/ differentiate from other brands, as a part of differentiation and positioning strategy; explain these with suggestions/examples in context of ‘Pacol’. (5 Marks)
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