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Case Pil Questions

This document outlines case assignments for a marketing management class. It provides guidelines for three case studies: Pilgrim Bank, Ontela PicDeck, and Airotel Rumlang's branding challenge. For each case, 3-5 discussion questions are presented that students must analyze and address in their case presentations. The questions examine issues like customer profitability analysis, market segmentation, brand positioning, and the use of conjoint analysis to evaluate management decisions.

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shivam kumar
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85 views

Case Pil Questions

This document outlines case assignments for a marketing management class. It provides guidelines for three case studies: Pilgrim Bank, Ontela PicDeck, and Airotel Rumlang's branding challenge. For each case, 3-5 discussion questions are presented that students must analyze and address in their case presentations. The questions examine issues like customer profitability analysis, market segmentation, brand positioning, and the use of conjoint analysis to evaluate management decisions.

Uploaded by

shivam kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Marketing Management II – Case Questions

Instructor: Prof. Saravana Jaikumar

In-Class Assignments

 All groups will work on three cases – Pilgrim (Session 7), Ontela PicDeck (B)
(Session 8) and Airotel Rumlang (Session 9)

 All the groups will have to send their case analysis presentations at least 1 day prior to
the commencement of the session

 The guideline questions for each case are given below:

Pilgrim Bank (A): Customer Profitability

1. Based on the sample of customer data for 1999, what can Green conclude about average
customer profitability for Pilgrim Bank's entire customer population?

2. Is the difference in average profitability between online and offline customers in the
sample indicative of a meaningful difference in profitability across these groups for Pilgrim
Bank's entire customer population?

3. What role do customer demographics play in analyzing customer profitability for online
and offline customers?

4. How do retail banks make money from their customers? How much variation is there in
profit across customers? Based on this, what do you recommend the bank do in terms of
matching service levels to customer profit levels?

5. In your experience, how well have financial services leveraged technology to create
exceptional customer experiences (as described in “Best Face Forward”)?

1
Ontela PicDeck (B)

1. Understanding and evaluating the variables. Which variables are more (or less) important
for Ontela and its partners?

2. Assessing the relative financial value of each cluster. Which cluster is more (or less) likely
to produce high revenue for Ontela and its partners?

4. Holistic evaluation of the clusters. Having taken each of the above steps, what is the
relative attractiveness of each cluster and take a decision based on the same?

5. Based on your experience and/or intuition, where do survey questions like these tend to
come from?

6. How Useful Is the Demographic and Media Use Information?

7. Based on our analysis so far, what are the benefits and drawbacks of doing persona
development before quantitative cluster analysis versus cluster analysis before persona
development?

Airotel Rumlang’s Branding Challenge: A Conjoint Study

1. How many additional bookings through Comfort Inn would Fellner need in order to break
even within one year, assuming an average room rate of CHF 140, variable costs of CHF
14 per room per night, and no change in the booking behavior of the existing client base?

2. Using the information provided in the case, should some of the assumptions be adjusted?
Why? What is the impact of these assumptions on the breakeven point?

3. What are the advantages and disadvantages of joining Comfort Hotels?

4. In what respect does the conjoint analysis in this case provide valuable managerial insights,
and what are its limitations?

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