CBSE Class 12th Business Studies Worksheet - W11b

Free Business Studies - Class 12th (CBSE) - Worksheet - W11b - Marketing Management

Business Studies for CBSE class 12th is a subject that requires immense practice to score higher in board exams.

On this page, you can find several case studies (short and long) for practice and solve them. The first section is for short case studies, followed by long case studies. 

Here are the quick details:

• Subject: Business Studies
• Class: 12th (CBSE)
• Chapter Name: Marketing Management

Below is the content pattern:

• Short Case Studies
• Long Case Studies

CBSE Business Studies Case Studies

Short Case Studies

Case Study 1

Sonaza watch manufacturing company is a renowned company in marketing watches. 

It performs various activities like market analysis, product designing or merchandising, packaging, warehousing, branding, pricing, promotion, and selling. 

The company maintains good customer relations through various follow-up activities. This helps the company in procuring repeat sales orders.

1. Name and define the concept related to the activities mentioned in the above paragraph.
2. Explain any three features of this concept identified in part (i).

Case Study 2

Arnav is a distributor of tea to far-off places. He has opened a company that deals in tea. He has arranged tea to be sold into three categories: green, yellow, and red.

His brother Ramesh, on the other hand, is running a mobile manufacturing company.

His company strictly produces mobile phones according to the pre-determined standards.

The mobiles of each variety are of the same size, look, and performance.

1. In the above case, which function of marketing has been highlighted?
2. Name the four advantages of the above-highlighted function.

Case Study 3

Girishi, Tanishq, and Rohit were friends from college days, and now they are doing different kinds of business.

They regularly meet and discuss their business ideas and often exchange notes on customer satisfaction, marketing concepts, product designing, selling techniques, social concerns, etc.

In one of such meetings, Girishi drew the attention of Tanishq and Rohit towards the exploitation of consumers.

She said that most of the sellers were exploiting the consumers in various ways and were not giving attention to their social responsibility and ecological aspects of marketing, whereas she also felt social concern for this.

Tanishq said that they were under pressure to satisfy the consumers , but the stated that the consumers would not but enough unless they were convinced and motivated.

Rohit felt that a company cannot achieve its objectives without understanding the needs and wants of the customers. He further stated that it is firms duty to continuously consider customer needs and preference.

Identify the various types of thinking that guided Girishi, Tanishq, and Rohit towards the marketing efforts were identified in the above paragraph.

Case Study 4

Rohan is a dedicated shoe manufacturer specialising in affordable school shoes for students.

Observing an opportunity to maximise his profit, Rohan decides to scale up his production.

His goal is to produce a high quantity of shoes, aiming to distribute them across a broad market at affordable prices.

By increasing production volume, he believes he can lower the average cost of manufacturing each pairs, which would allow them to sell his shoes at competitive prices, making them widely available to school students across different regions.

Rohan’s approach is focused on maximising output and reaching as many customers as possible by keeping prices low, thus ensuring easy availability.

1. Identify the marketing management philosophy adopted by Rohan.
2. Explain the philosophy on the basis of the main focus and means/ends.

Case Study 5

GreenTech Solutions, a company focused on sustainable products, has launched a new line of eco-friendly gadgets designed to reduce environmental impact. They aim to balance consumer needs with environmental welfare, ensuring minimal harm to nature while offering high-quality products.

The company emphasises the importance of using recyclable materials, minimising carbon footprints, and supporting environmental causes with every purchase. 

To create a strong market presence, GreenTech has branded its products with a unique logo and distinct packaging that highlights its green initiatives.

As a result, the brand stands out from competitors, allowing the company to charge premium prices due to the growing demand for eco-conscious products.

1. Identify the marketing management philosophy adopted by GreenTech Solutions.
2. Explain the advantages of branding to marketers as identified in the case.

Case Study 6

Ramesh has purchased a car. He is from the lower middle class and teaches at a college. He has purchased a luxury car that his father definitely prevented him from purchasing to pay his sister’s fees.

There were many reasons that stimulated him to make this expensive decision in life, as many of his friends from rich backgrounds have such cars and use them in their lives.

In order to gain importance in his friend circle, he knew he would have to purchase a car, which would improve his stature in their eyes.

His mother thinks that his son’s decision was not good. She opines that a car is a waste of money. She thinks that the purpose of a car is only as a transportation vehicle.

However, the views of his wife differ from those of her mother. She thinks that since he has purchased this car, his confidence level has gone high, and he is mentally more equipped, as he can rely on his car for several benefits like transportation, prestige, etc.

Definitely, people have different perceptions of a situation. Similar is the case with his family members.

In the above case, which  area of marketing has been highlighted throughout the paragraph?

Case Study 7

ZOHO a garment company has a huge collection women’s garments to be sold across its branches in various cities.  The company has decided to give a heavy discount on its garments, with a view to lure the buyers. It is also visiting various institutes for sponsoring fashion shows in order to push its sales. However ,the garments are not liked by the customers as they have not been made as per their needs and preferences.

Identify and state the Marketing Management philosophy being followed by ZOHO.

Case Study 8

Raunak soap is an established soap in the market. The soap has shown great growth in terms of repeated purchase and the addition of new customers. Now that the company has done well, the top management has decided to launch a few products. The names to be kept for the new products are giving them new challenges.

The company has decided to launch a cream named Soother as it is very good for the skin, makes it very soft, and removes dryness. There are other products of the firm under different packaging. This will be launched in selected regions that require the use of different media and in different forms. 

The manager wants a name for the shampoo that must be different from other players in the market and should be short, easy to pronounce, spell, recognize, and remember. The company is also planning to launch another shampoo in the market for dry hair because people have different types of hair, depending on their needs. For this, the company has decided that the name should be easily remembered and accepted by people.

The company then wants to launch a powder, they have invested a lot in the manufacturing of this product and want to sell this product like they have been able to sell their previous soaps named Raunak.

In the above case, identify the various characteristics of a good brand name highlighted.

Case Study 9

Lighting Ltd., a firecracker manufacturing company, launched some new products on the eve of Diwali, which attracted many buyers.

To meet the increased demand, the company employed children from nearby villages. Although the product was in great demand, appropriate safety warnings for use were not mentioned on the packets, which led to many accidents.

1. Identify and explain the important product-related decision that was not taken into consideration by the company.
2. State any three functions of the product-related decision identified in (i).

Case Study 10

Sharmila is the founder of a new FMCG company. She wants her products to speak to potential customers. For this, she is working a lot on the packaging of her products. She has decided to cut down the personal selling efforts of her company by reducing the number of salesmen, as she wants the packaging to speak for itself, thus gaining the attention of potential customers. She has also made other efforts.

She has brought an R&D department into her organisation and has asked them to invent new types of packaging in order to increase the scope of marketing, as packaging would ensure safety, uniformity, and convenience in handling the products.

She knows she will face a lot of competition in that particular market, as there are many players in the market. The owner feels that she should design distinct packaging that gives the brand identity to the product. She wants her packaging to be such that her products have a lot of different functions as per their nature. 

The packaging can be used for reuse and refill as well. Also, their packaging should convey their quality. The retailer at the market has shown a desire to display the items. They have become both demanding and informed.

They have more choices now. One thing that she thinks cannot be ignored in a market is the quality and purity of the products; these two traits can only be known with packaging. One more factor that R&D believes affects customers’ perception of a product is really noteworthy.

1. Which concept of marketing has been highlighted in the above case?
2. State any three benefits of the concept identified in (i).

Case Study 11

“Every time I travelled, my friends asked me to bring chocolates and coffee from all over the world,” says Raveena.

Finally, she and her colleague, Rahul, decided to start a business out of it. They posted on social media, asked people for their opinions, and formulated a list of 100 places. They tied up with different vendors.

They started servicing people from Mumbai who wanted items from Chennai, and people from Kolkata who wanted items from Delhi. They wanted to connect buyers and sellers through the bridge gap between them by moving products through the business.

Explain any two important activities that Raveena and Rahul will have to be involved in for making the goods available to the customers at the right place, in the right quantity, at the right time.

Case Study 12

EcoPure Products is a company specialising in environmentally friendly cleaning supplies. Founded by a group of sustainability enthusiasts, the company prides itself on producing high-quality, eco‑friendly products that are safe for both people and the planet.

To maintain a close connection with its customers and ensure that they understand the benefits of its products, EcoPure sells its cleaning supplies directly to consumers through its own website. The company provides detailed information about each product, including ingredients, usage instructions, and environmental impact.

The company has also set up a subscription service, allowing customers to receive their favourite products delivered to their homes on a regular basis.

Identify the type of channel of distribution used by EcoPure Products.

Case Study 13

Going to the gym and following a protein diet has become a popular trend these days. However, protein diets are costly for many people, especially the youth who struggle to afford gym memberships and nutritious food. 

One day, Mrinal was near a gym close to his house and saw an attractive poster about their offers.  The gym was offering a 50% discount on fee for a limited period and a free protein diet for 10 days, which immediately attracted him 

A crew member of the gym approached him, explained the benefits, and Mrinal immediately submitted the fee and joined the gym.

1. Identify and give the meaning of the element of the marketing mix discussed above.
2. The element of marketing-mix identified in (i) above includes various tools of communication. Identify and explain the tools highlighted in the above paragraph.

Long Case Studies

Case Study 14

Nisha, a student of Class XII Business Studies, belonged to a family of farmers who specialised in cultivating wheat. Her family grew different types of wheat and was known for their high-quality produce. 

Her father, who was experienced in wheat farming, suggested that they explore the possibility of selling their produce directly to consumers as a part of her project, since that would be profitable. 

She also noticed that wheat production occurred seasonally, but its demand remained steady throughout the year.

Nisha recognized that this gap between production and sales needed proper planning. To maintain the quality of packaged wheat, she rented a warehouse for storage and safety. Additionally, she created attractive packaging with clear labels that provided information about the type of wheat, nutritional value, and authenticity. 

Additionally, she gave her product a unique brand name, ‘Golden Grain’, to distinguish it from other wheat brands in the market.

Explain the three functions of marketing as identified in the above case study.

Case Study 15

BJ Pvt Ltd. is a company that manufactures organic shampoos with the brand name ‘Pure Shine’. This name will help the company in creating product differentiation. People in different regions may prefer different materials due to varying climatic conditions and locally available ingredients like curry leaves, neem, rice, etc.

The focus of the company is on the satisfaction of customer needs.

To have a higher demand for shampoo, it decided to fix a lower price to increase sales and expand the market. To inform the customers about the shampoo and its features, etc., the company used promotional tools.

For maximum customer satisfaction, the company improves the contact details of the customer care centre to handle customer complaints.

Identify and explain any three functions of marketing discussed in the above paragraph.

Case Study 16

Ayush and Rhea were passionate about sustainable agriculture and healthy living. They wanted to start a business selling organic produce. They had a small farm in a rural area where they began growing fresh organic produce and herbs.

In the beginning, they faced challenges in marketing their organic products. They realised that their high-quality produce needed better presentation and a strong identity to stand out in a competitive market.

They named the business ‘Earthy Store’, which indicated the products’ benefits and qualities and reflected the values of the business's sustainability and health. They chose a logo that incorporated elements of nature and used earthy colours to convey their organic commitment.

They designed and developed eco-friendly, biodegradable bags and reusable containers for customers’ convenience.

They also added a personal touch by including handwritten notes in each bag. They also designed and developed product stickers with detailed information about product contents, nutritional benefits, date of manufacture, date of expiry, etc. 

The stickers so developed were put on the bags and reusable containers for customers' convenience.

They also created a user-friendly website and established a strong social media presence to inform potential customers about their products and persuade them to buy the same.

Within a couple of months, they had built a loyal customer base, which made them earn profits even in a competitive environment. 

In a year, they were able to secure contracts with local grocery stores and restaurants. Quoting lines from the above paragraph, identify and explain the three functions of marketing discussed in the above case.

Case Study 17

Choco Ltd. offers a wide variety of chocolate products. It has an action programme of not selling its products by their generic name but under different names like Choco-silk bar, Choco-munch, and Choco-crunchy, etc., for different customer segments. 

All these names have great popularity and acceptability in the market. As the company policy, the products were offered at reasonable and affordable prices for targeting a mass customer base. 

During the festive season, the company launched a massive promotional campaign to increase its revenue and achieve its communication objectives. 

The company introduced free gifts for the customers. Their on-ground sales team delivers the products not only to the departmental stores but also to small shops, so that the different segments of customers can easily get the products. 

They also provide information and support services to the customers to ensure repeat sales.

From the viewpoint of the management function, briefly explain any four activities of marketing which the firm is involved in, apart from the above-mentioned ones it’s already performing.

Case Study 18

Aryan and Rohan were passionate about sustainable agriculture and healthy living. They wanted to start a business selling organic produce. They had a small farm in a rural area where they began growing fresh organic produce and herbs. In the beginning, they faced challenges in marketing their organic products. They realised that their high-quality produce needed better presentation and a strong identity to stand out in a competitive market. They named the business ‘Earthy Store,’ which indicated the product's benefits and qualities and reflected the values of the business's sustainability and health.

They chose a logo that incorporated elements of nature and used earthy colors to convey their organic commitment. They designed and developed eco-friendly biodegradable bags and reusable containers to courier their products to the customers. They also added a personal touch by including handwritten notes in each bag. They also designed and developed product stickers with detailed information about organic product contents, nutrition benefits, date of manufacture, date of expiry, etc. The stickers were put on the bags and reusable containers for customers' convenience.‘Earthly Store’ created a user-friendly website and established a strong media presence to inform potential customers about their products and persuade them to buy the same. Within a couple of months, they had built a loyal customer base, which made them earn profits even in a competitive environment. In a year, they secured contracts with local grocery stores and restaurants. 

Quoting lines from the above paragraph, identify and explain the three marketing philosophies discussed in the above case.

Case Study 19

Ravi and Megha started ‘Energy Lights’, a company manufacturing energy-efficient LED lighting, after realising an increasing demand for the same.Manufacturing high-quality LED lights with some unique features requires high investment in technology and high-grade materials.This pushed up their cost of manufacturing. To determine the price of their LED lights, they not only wanted to cover all costs but also wanted to earn a margin of profit over and above the costs.This will set them the minimum level or the floor price at which the LED lights would be sold.The high demand and the utility provided by these lights will set the upper limit of the price.Though there was enough competition in the LED lights business, even then they kept the price of their lights higher than the competitors because of their good quality and its features.They justified the higher price because of the product differentiation and unique methods of advertising and sales promotion, etc.

Quoting lines from the above paragraph, identify and explain any three factors that were taken into consideration by Ravi and Megha to determine the price of their LED lights.

Case Study 20

Maruti Udyog sells its cars and vans through company-approved retailers and covers a wide area of the market.

Identify the channel adopted by Maruti and discuss in brief the other two channels also.

Case Study 21

AutoX Pvt. Ltd. is a company that specialises in the production of electric motorcycles. After conducting a market survey, they discovered that customers seek an environmentally friendly alternative to conventional fuel-powered motorcycles. Taking into account consumer needs as well as social, ethical, and ecological aspects of marketing, the company introduced a new electric motorcycle model powered by renewable energy sources. The launch event received significant media coverage from top news channels and newspapers to spread awareness about the product and enhance the company’s reputation. AutoX Pvt. Ltd. recognises the importance of managing public perception and maintaining strong relations with the public consistently.

1. Identify and explain the marketing philosophy involved in the above case.
2. Identify and explain the communication tool that was used by the company.
3. Explain any two other promotional tools that can be used by X Ltd. to achieve its objectives.

Or

Kumar and Sons Ltd. is engaged in the manufacturing of cars. The company surveyed the market and found that customers need a car that runs on eco-friendly fuel instead of petrol or diesel. Keeping the needs of customers as well as social, ethical, and ecological aspects of marketing in mind, the company launched a new model of car that runs on biodiesel. The launch event was covered by the top news channels and newspapers. This was done to disseminate information about the product and build goodwill for the business. Kumar and Sons Ltd. also recognized that it is imperative to manage its public image and the company’s relations with the public in a consistent and planned way.

• Identify and explain the marketing philosophy involved in the above case.
• Identify and explain the communication tool that was used by the company.
• Explain any two other promotional tools that can be used by X Ltd. to achieve its objectives.

Case Study 22

A company was marketing ‘juicers’, which were very popular due to their quality and the after-sales service provided to the customers. The company was a leading company in the market and earned huge profits. Because of huge profits, the company ignored the after-sales services. As a result, its relations with customers were spoiled and the image of the company in the public was damaged. The top management became concerned when the profits in the current quarter fell steeply. On analysis, it was realised that ignoring the after-sales services was its main cause. Therefore, the company took all possible measures to correct and promote its favorable image. 

As a result, the goodwill of the company improved in society.

1. Name and state the communication tool used by the marketer in the above case to improve its image.
2. Also explain the role of the tool as identified in part (i).

The End

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