Group Project

Instructions: The group project carries 20 Marks. All you have to do is to

collate your ideas and put them together. The tasks have already been done
by you as a part of class activity. Avoid grammatical errors. The answer for
each question can be of 200 words (maximum). Avoid conceptual errors.
Revise the chapters thoroughly before working on the project. Group leader
must submit. More than one submission by the same group must be
avoided. The last day for submission is May 22, 2022. Late submissions will
not be evaluated.
Team #: 3
Team Name:
1)Aluru Yashaswi Shashank-19BCN7027
2)Kunisetty Naga Venkata Kishore-19BCI7049

3) V. Prasanna Vyshnavi -19BCE7661 (Chosen Leader)

4)B Chandu-19BCE7613

5)S R V Sobhan Babu-19BCE7614

6)Nellutla Sankarsh-19BCE7616

7)Nithin Kumar- 19BCE7640

8)Pulamolu Deepak-19BCE7688

Section: SB1+STB1
1.Write the summary of any two videos that were shown to you during the entire course
and the takeaways for you as a marketing student. (5 Marks)
Video-1: How Whistle blowers shape history:
Whistle blowers who try to say some truth they saw. Many people choose to not become
whistle blowers due to fear of retaliation from death threats to job loss. The employees in Well
Fargo were fired because they revealed the fraud. In research it was shown that 42% of frauds
are discovered by whistle blowers. Mary a whistle blower she found out a academic fraud. She
found some students are turning in paper by retrieving the database. She took this issue to
higher officials no one took a action against it. So, she developed a blog and revealed the truth.
In 2002 the cover page of Times was honoring three whistle blowers. 22% of whistle blowers
report retaliation. Kathe another whistle blower. Kathe works under Rita. Her job is to check
accounts sent by Rita. But one day she called to get the information of all accounts. She found
out one account is handled only by Rita. Kathe found out Rita was embezzling 53 million dollars
over a 20-year period. Whistle blowers don’t reveal truth for fame. Whistle blowers are:
Humble, Hopeful, Committed, brave.

Video-2: Is Business Ethics an Oxymoron?

In this video, Mohammed Ali, who is currently working as an Associate professor of

management at the School of Business Administration, Penn State University spoke if business
ethics is an oxymoron or not.

Business ethics is an oxymoron that leads to the creation of economic dogma which expects
unquestioning adheres to these statements as veritable truths and intractable facts. If you look
at the argument for example which leads to the statement or provides the ideological
underpinnings of the statement business ethics is an oxymoron you will see the statement is
quite simplistic but it’s actually intuitive but it doesn’t tell you the whole truth. Here self-interest is
the sole season motive behind all business activities. The purpose of any business is just to
make money for the shareholders. And Business exists in a realm where normal common sense
ethics does not apply. The speaker argues that these dogmatic beliefs that will create more
chaos in our economic lives are dangerous assertions and the need to be deconstructed and
reassessed. Adam smith says that human beings have an innate desire to see others do well.
Both purpose and notice can actually be used to explain why certain things are done but they
could be well different from each other.
The business ethics is an oxymoron that leads to the cynical d’Avignon zero sum game view
that self-interest is a be-all and end-all of all economic activity. It justifies egoism.

Therefore, we can say that businesses can and do act ethically. And they do so because good,
ethical behavior is the best long-term strategy for a company.
2.Design a perceptual map for any firm of your choice.

(5 Marks)
3. Submit a case report of the two video cases on
a. Product mix strategies (5 Marks)

Case: Honeylu’s Coffee (4 Ps of Marketing)

Case Question: Create a new signature drink for Honeylu’s Coffee shop.

P Product Characteristics Reasoning/Why?

R (What strategy went into your answer? This
O is your chance to apply marketing concepts
 and show insight.)

Coffee kulfi shake Indians love coffee and kulfi.

Signature
Launching a drink which is fusion of
Drink
both kulfi, and coffee is best product
Name
in India.
Ingredients: ● We are going to mix some
D
● Coffee flavored kulfi
coffee kulfi,ice,coffee,little bit
U
of chocolate or vanilla as of
C ● Coffee our choice
T Complete
● Chocolate
Recipe
● Milk

● Sugar

● Ice

● Whipped cream

Size There is only one size listed on the

● 20oz for regular size
company’s website for smoothies, we
decided to follow the same size for
● The smaller size for pup will be 20oz.we included a small size for
Other
30oz dogs.
Details –
Size, Type Container
The coffee shop is dog friendly, and
of
Container, ● Paper glasses with a dome many people bring their pups to get a
etc. shaped paper lid and paper snack.They may be excited to be able
straw to share a drink with their pup.
Color is black We decided to make the container
eco-friendly.

P Price(s) – List any and all prices for your drink Reasoning / Why?
R options.
I ● $7.5 for a 20oz milkshake The pricing for smoothies at Honeylu’s is $7.
C Since the milkshake is similar to smoothie, we
E ● Can add a puppy size 30z for additional
decided to price our product in a similar
S2
range.The extra 50 cents is for kulfi.
 The puppuccino that honeylu’s sells is 75 cents
and popsice is $1.50. Since this milkshake is a
special drink,we priced it more.

P Promotion – How will you get the word out? Reasoning / Why?
R
● Posting our new milkshake version on We know honeylu’s is very active on social
O Instagram. media, so social media is correct way to get
M the word out.
O ● We will promote through Instagram
T food bloggers. Placing posters outside the café to attract the
local customers. Through Instagram we can
I ● We will place signs outside physical
attract customers across the world.
O shop locations
N Ads in newspapers help to promote our
● We will advertise in newspapers.
product in some rural areas.
 Questions Answers

How might the change in seasons (hot/cold ● Yes, climate changes will affect the sales
weather) affect sales for this drink? of drinks.
(Environmental factors)
● Our signature drink is a cool drink. It will
work good in the summer seasons.

● In winter due to the cool climate no one

likes to drink a cold coffee.

● So, our sales will be good in summer

rather than winter.

● India winter season lasts only for two

months

● In these two months our signature drink

sales will be less.

How did your team take location into account ● Yes, we take place into consideration
when deciding on how to promote this new drink when we are promoting our product.
and Honeylu’s in general? (Will people be walking
by? Are other businesses nearby a good place to ● For example, our promotion strategies
advertise? Will there be enough foot traffic for vary accordingly with place
outdoor promotions to draw customers in?)
● If we are launching a product in a city
our strategy is different

● If we are launching a product in a village

or town our strategy will be different

● First let us think we are launching a

product in a city

● We will advertise through social media

pages like Instagram.

● We will approach some food bloggers for

help.

● We will also go to some IT offices nearby

to promote.

● In cities like
Bengaluru,Hyderabad,Bombay our target
would be the IT sector

● If it's other cities we will focus on

 students at universities, colleges.

● If we are launching a product in a town

● We will use social media strategy here

also.

● We will also advertise through TV ads,

Pamphlets in newspapers.

Did your team consider the time it took to make ● We considered the time to make this
this signature drink? How do you think this might product.
affect the success of this drink during busy
periods? Would this affect the drink cost in any ● We decided to make our own kulfis
way? instead of buying it.

● So, we need more time and labor in

ingredients of our product

● So, it is going to affect costs because we

need to prepare our own ingredients.

● During busy periods we need more labor

to make the product.

● So, it is goanna affect the success of

product. We can either produce limited
stock or hire more labor

How did the vision, values, or goals of the ● From the beginning, we kept the team
company come into play in your strategy? Did on the same page, and we all pulled
anyone add an element of charity or “giving back” together in the same direction.
into their promotion ideas?
● Our vision was to make it efficient and
increase the profit margin. So, this
pushed us to increase the stock.

● No one in our team thinks of charity as

an idea in promoting

● But we would like to take up this idea we

would like to promote on any education
charity.
 b. Segmentation and targeting (5Marks)

Case: Auntie Anne’s Part 1 (Segmentation and Target Marketing)

Case Prompt: Help us decide which segment we should target for our catering.

Team #: 3 Team Name: Made by Members of Team 3 Section: SB1+STB1

1)Aluru Yashaswi Shashank-19BCN7027 2)Kunisetty

Naga Venkata Kishore-19BCI7049
3) V. Prasanna Vyshnavi -19BCE7661 (Chosen Leader) 4)B
Chandu-19BCE7613

5)S R V Sobhan Babu-19BCE7614 6)Nellutla Sankarsh-

19BCE7616 7)Nithin Kumar- 19BCE7640 8)Pulamolu Deepak-
19BCE7688

Choose a target market segment that you think would be most interested in catering. The
segment should be sizable, stable, identifiable, accessible, and congruent.

Step 1: Segmenting the Market

What specific segment would you choose to target and why? Give a brief overview and
reasoning.
Legend has it that the pretzel was invented by an Italian monk in the year 610 A.D. To reward young
children for learning their prayers, he supposedly folded strips of bread dough to resemble the
crossed arms of praying children. He called his creation pretiola, which meant “little rewards."

We Intend to use this same theme of “little rewards” for our Catering Market Segment.

A Market Segment where the Primary Customer would be Someone in a Managerial Position i.e IT
Manager, Chief Police, Chief Fire Officer(Fire Brigade) or Head Physician, Football Team Coach, Class
Teacher etc, intending to reward/motivate/rejuvenate his colleagues or people under him/her with a
delicious quick snack of freshly hand-baked Pretzels as a gesture/symbol of “accomplishment” or
“encouragement”. We would like to Individually target such people to emerge as a “semi-premium”
 snack company with an average order value ranging between 60$-125$.

List all relevant details about the segment you have decided to target.

Segment Description Reasoning / Why?

Demographics Office Rooms, Institutional canteens, Large consumers density in a specific

(What are the Board Rooms, Common location making it easier for our target
relevant Lobby/Waiting Hall,Classrooms etc. buyer to distribute or cater to the
demographics of your large
segment?)
order of Pretzels to his colleagues

Usage Target Buyer intending to Rewarding Food is often one of the

reward/motivate/rejuvenate his best budget-friendly and quick ways
(What particular
colleagues or people under him/her of making a statement intending to
usage traits do you
with a delicious quick snack of freshly appreciate someone.
see in the segment
hand-baked Pretzels as a
you’re targeting?)
gesture/symbol of “accomplishment”
or “encouragement”. Pretzel is one of America’s favorite go-
to quick snack.

Handmade food often appears to be

made individually for a specific
consumer. It is this simple attention-to
detail aspect that would differentiate
us from other Packed Common Snacks
in terms of Freshness and making the

first Impression

Ideal Geographical Location would be Segmentation of Our Target Audience

one where the time taken for the for a depends on the Time it takes for a
Delivery of a fresh batch of Pretzels Delivery of a fresh batch of Pretzels,
would be ~35 minutes in order to Having a Food Truck or Auntie Anne’s
preserve the freshness and make the Nearby would make our Pretzels the
unique impression of Auntie Anne’s goto snack for a simple treat.
Pretzels starting from the first bite.
 Geographic
(for business Psychographic Segment: Family treat. Family Treat gives the impression of a
segment) A market segment essentially looks at good gesture, of taking responsibility
fast food as a “reward” or and can provide validation from his
or Psychographic
“appreciation” for good work or as a family(work or home). This is Ideal for
(for consumer special treat for the family. An Ideal Someone in a Managerial Position to
segment) consumer in this market segment Lead or Motivate his/her colleagues
makes decisions as a representative of
towards their next/current goal.
his Family/Colleagues.

Step 2: Creating Your Persona: Based on your research of your target market and the information
you listed on the previous page, develop a buyer persona (a fictional representation of your customer
based on real data) of that target market. For business segments, it may be most helpful to develop the
buyer persona based on the person making the purchasing decision for catering.

Persona Name: Joe Prez Age: 30

Job position/Details: IT
Manager/Football Coach
Income:21K $ Per Annum Car:
Ford SUV

Profile Image – draw or digitally create

Lifestyle and Background Joe is an IT Manager or Football Coach. He goes to work every
weekday.
(lifestyle, family, daily/weekly
schedule) Joe Leads a Team of 20 in his IT Department or is the Head Coach
of Stanford’s Football Team with 25 Players of the First Team
under his wing.

Joe is a father of 2, in a family of 4. He comes across the

advertisement of Auntie Anne’s on a banner or sees the Outlet or
Food Truck on his way to work. The Pretzel’s are now on the

back of his mind.

Joe has a busy time managing/coaching his team everyday but

manages to achieve it after extracting the best of everyone based
on a collective effort

He knows he can always order Pretzels to cheer everyone up.

He leaves work at 7:30 PM after managing his team, only after

accomplishing their daily objective.

Important Identifiers Joe is a good Leader, He Values Respect, Integrity, Authenticity,

Courage, Service, Humility, Wisdom, Confidence, Transparency,
(demeanor, values, personality) Empathy, Innovation and Trust.

He believes in going the extra mile to accomplish more than what

is expected and makes his team do so. In order to Compensate or
to seek

validation from his team, He Relies on Pretzels to cheer everyone

up.

Communication and Tech Joe is active on Twitter, WhatsApp and on Facebook. He is likely to
come across advertisements there.
(How does the persona
communicate? Media, social media,
radio, email, etc.)

Product Values Joe relies on Hand-made snacks as they offer a sense of being
uniquely catered individually for you. He also looks for Freshness
(What does this person value in a and expects a quick delivery of his Snacks so they do not come in
 catering purchase?) between is Strict Schedule and disturb the working time of his
colleagues. The

Geographic business Segment of Auntie Annie’s is essential here.

Common Objections Joe has to be a Pretzel Lover. The Delivery time of Pretzels or the
Freshness in the freshly baked hand-made pretzels is key. Joe
(Why wouldn’t they purchase does not want something that can seem lackluster. He wants to
catering?) make a gesture and Ordinary Snacks does not cut the deal.

The delivery of Auntie Anne’s is aligned to Joe’s Schedule. He does

not want a late delivery to disturb his team/Colleagues.

Fun Facts Joe prefers Auntie Anne’s Pretzels to other Fast-Food Snacks
around his work-locality.
What else should we know about
your persona?

Joe does not know that he acts as a small-time Ambassador of

Aunt Anne’s Pretzels as he often orders it and promotes it
involuntarily.

Joe likes celebrating with food. He loves it when Auntie Anne’s

Pretzels offer a wide variety. So now he has something for the
Entire Team.

Different Types of Bread along with a wide range of dips from

Chocolate to Vanilla to other Spicy Dip varieties apart from the
Standard Mustard Dips makes it easy for Joe’s Colleagues who are
not fans of Pretzels to adjust with Joe’s Bulk Catering order. This is
another key reason Joe often orders Auntie Anne’s Pretzels only.