Case:
“Yuva” is a fitness band catering to Indian youth in lower price segment. There is a
vast market who are health conscious and wants the latest tech in wearable device
category. There are currently two fitness band that is being sold by the company.
For Theoretical Answer
Assessment Parameter Weightage
Introduction 20%
Concepts and Application
related to the question
60%
Conclusion 20%
For Numerical Answer
Assessment Parameter Weightage
Understanding and usage
of the formula
20%
Procedure / Steps 50%
Correct Answer &
Interpretation
30%
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for December 2020 Examination
Given below are their prices.
Yuva Basic Rupees 899/-
Yuva Pro Rupees 1199/-
The product quality is good given the price range. It has all fitness feature supported by
a colourful design. It has a bigger display as compared to their competitors. The
company has purposely kept the display bigger for the youth audience as they want the
feel of a smart watch at the price of fitness band.
The company has a plan to sell only through online platform. The product is available
on major ecommerce platform as well as on the company’s own website. It has just
been 15 days that the product is launched but it doesn’t have any demand from
consumers. There is no problem with the product but there are no promotions done by
the company. You have been hired as a Marketing head of the brand Yuva.
1. Suggest various types of segmentation for the brand Yuva. (10 Marks)
2. How will you promote the brand Yuva online? Suggest minimum five online platforms
through which you will promote the brand and increase the sale. (10 Marks)
3.a. Explain any five factors that will influence the consumer behavior for the purchase of
Yuva Fitness Band. (5 Marks)
3.b. Explain various stages that a customer will go through in purchasing decision of Yuva
fitness band. (5 Marks)