Third Year

Time : Three hours

Maximum : 75 marks

1. Section A consists of EIGHT short answer questions. The candidate has to answer FOUR questions. The answer shall not exceed 1 page each.
2. Section B consists of FOUR questions. Each question consists of either or choices and the candidate has to answer either (a) or (b) from each question. The answer shall not exceed 5 pages each.
3. Section C consists of Case which is compulsory and carries 15 marks.

SECTION A - (4 x 3 = 12 marks)

1. Write briefly on any FOUR of the following:

(a) Pure Service.
(b) Determinants of Service Quality.
(c) Consumer banking.
(d) Hospitality marketing.
(e) Public utilities.
(f) Tertiary sector
(g) Consultancy services.
(h) Ind Mark.

SECTION B - (4 x 12 = 48 marks)

2. (a) What are the characteristics of services? Explain difficulties involved in marketing of services.

Or

(b) Discuss the scenario of banking services in India. Explain the need for marketing of banking services in the present context.

3. (a) Critically analyse the strategy of Citi Bank in designing and delivering banking services to its customers.

Or

(b) What are the main issues involved in tourism marketing? Suggest an outline of marketing strategy for promotion of tourism in India.

4. (a) Why the concept of Family Planning assumes importance in Indian context? Critically examine the measures adopted for promotion of family planning in India.

Or

(b) Give an account of marketing of health services with special reference to Appolo Hospitals in India.

5. (a) What are the characteristics of educational services? Suggest suitable marketing mix for marketing professional educational services.

Or

(b) "Customer is always right". Comment on the statement and discuss its implications while dealing with different kinds of customers by service organizations.

SECTION C - (15 marks)

6. Mr. Narayanan, Chief Executive and promoter of Gum India Ltd. (makers of Big Fun and Champs chewing gum) came out with the concept of a chain of Masala Dosa outlets serving a standardized, economically priced masala dosa in a fast food environment.

Starting with this concept, he conceptualized a machine that would manufacture dosa automatically. A company was registered under the name and style of "Indian Food Fermentations Ltd." and work commenced upon developing the automatic Dosa Maker.

A year later, after over 5000 man hrs of R & D effort, a machine was evolved which could make dosa automatically. In this electrically operated machine, a dollop of batter would drop on the heated tawa; once dosa was ready, a dollop of masala would drop on to dosa and the dosa would be automatically folded and picked up and inserte4d in a peper bag for handling over to the customer. The batter and masala mix would be manufactured in a Central Plant at Nagpur and supplied to the numerous outlets all over India.

The company plans to give Dosa making machines on lease to the franchises all over India and eventually also enter markets in Gulf and SE Asia where large Indian ethnic communities exist. A promotion is planned on a cooperative basis with the franchisees.

Mr. Narayanan is confident that his Dosa King dosas shall be of uniform, standardized quality and taste at all outlets and can be marketed at a very reasonable price of Rs. 5 per dosaleaving a 20% margin for the franchisee. He hopes to have 100 outlets in Selected cities by mid 1992 and entered to about 50 towns with a network of 500 outlets within 3 years. Now Mr. Narayanan is wondering which market/town he should select for his test marketing. He also has to decide whether he should give higher priority to launching Dosa King franchise in Metros or whether he should go first to State Capitals and other large to medium towns. He had to decide whether his initial foray should be in North, East or Western India. He has ruled out South India as he feels the customers are likely to be very discriminating and might not accept his machine made dosa. Furthermore, he felt a dosa was not as much of a "fun" or "speciality" or "eating out" food in the south as in the rest of India.

Recently Mr. Narayanan was beset with another dilemma. Although the Dosa King machine requires only 8 sq.ft. booth for operating and can therefore be installed just about any where; he has been approached by a few restaurant operators who want to install it because of its novelty appeal. He has to decide whether to insist upon a separate booth independent of any restaurant or allow his machines to be operated from established restaurants.

Questions:

(a) Comment upon the service offer as conceptualized by Mr. Narayanan.
(b) Suggest possible launch strategy for Dosa King.
(c) Evaluate price and distribution strategies decided by Mr. Narayanan.

[204/DM-I/04]

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