Question

Q 1. If you start a new company selling electronic bikes in Dubai, how will you adopt the Relationship Marketing based on your analysis of product and production marketing orientations?

Q 2. Explain any 3 strengths and 3 weaknesses of differentiation strategy that could be adopted by any Service Organization in the UAE market.

Q 3. ETIHAD Airlines is planning to launch a new airlines for female passengers only. Elaborate how you will analyze the Demographic Environment to assess the Potential market, Available market & Target market for the new airlines.

Q 4. How can Canadian University Dubai apply the 3 criteria for Points-of-Difference in order to come up with a new brand mantra to achieve brand communication and inspiration.

Q 5. If Etihad is challenging Emirates as the market leader in airlines’ industry in the UAE, how can Emirates be a Creative Anticipator and apply any 3 defense strategies.

Q 6. How can the Global Village conduct a market research to increase number of local and expat visitors? Discuss the research objectives, research approach and methodology that could be adopted by the Global Village.

Q 7. The Rashid Port in Dubai is implementing its Social Marketing Program to strengthen the brand image. Analyze the strengths and weaknesses of the 4 types of campaigns that could be adopted by the Rashid Port.

Answer 1

Q 1. If you start a new company selling electronic bikes in Dubai, how will you adopt the Relationship Marketing based on your analysis of product and production marketing orientations?


Well, the following points should form a substantial part of our RELATIONSHIP MARKETING based on analysis of PRODUCT:

• Attraction: Ebikes should be such that the consumer must lock eyes with.
• Connection: Your brand value must play it cool and speaks to the consumers.
• Dating: Your brand really wants to get to know the consumer a little better, so it asks for the consumer's preference and ideas.
• Relationship: The consumer must come to the point that it says loud, "I lover your ebikes"
• Marriage: The consumer and your product must be in a long term, committed and mutually appreciating relationship.
• Interactions with potential customers as to what they really want in an e-bike.
• Running DIRECT RESPONSE marketing campaigns
• Emphasis on customer retention and loyalty by way of serving the exact needs of the customers in general and in specific too.
• Provide e-bikes with figuroutable but easy customization: such as body color, accessories type, stickers' design, light lamp colors, horn sound variation (to the extent allowed by local laws), etc.
• Providing company sponsored charging stations that charge a minimal electricity cost only.
• Make various parking lots and railway stations your sales promotion hubs. Take customers' feedback. Know their aspirations and expectations from the ebikes.
• Motoring range (kilometers run per charge) is a major worry for the customers. Tell them how substantially your ebike runs more miles every charge. And also tell them to take just a 15 minute training on YouTube, about driving habits to extract more miles per charge.
• Develop a mobile app and promote it amongst your customers. Excite them to post how much money they save on gasoline every month. And also how much they save on repair costs when compared to gasoline bikes.
• Connect with customers over internet. Tell them about your new ebike scheduled for launch next month. Encourage customers to share their selfie with your brand ambassador and 'soon to be launched product' on the social media.
• Offer customers the service and maintenance solutions at their doorstep, that too at the time of their convenience. Let them post a feedback on your website when they receive back their fixed ebike.

And, the following points will make a substantial part of our RELATIONSHIP MARKETING based on analysis of PRODUCTION:

• Continuous interactions with the existing customers as to what utility they still miss in their e-bike.
• Continuous interactions with the potential customers as to what design they aspire for in their new e-bike.
• Designing and developing strong connections with the customers by providing them with information directly suited to their needs and interests.
• Make your product designers to work in tandem with a select team of aspirational customers.
• Follow the production philosophy of WHAT CUSTOMERS WANT and not WHAT YOU CAN PRODUCE. You see, Honda, once, increased the legroom on rear bench of its cars, just by making the backrest of front seats thinner. It didn't have to stretch the car longer and increase the price for that. You know what! This was result of customer feedback only.
• By promoting an open communication with consumers.