NMIMS Global Access

                                                         School for Continuing Education (NGA-SCE)

                                                          Course: Marketing Management

                                                          Internal Assignment Applicable for June 2020 Examination

Mr. Amish has written a self-help book “Happy Happy” which can be read by people from all walks of life. The book revolves around a core idea of being happy in all stages of life. The publisher doesn’t have any distribution network of its own.

Mr. Amish delivers sessions in many management schools on the topic “Happiness”. He is very popular among students and corporate. He also delivers sessions as a keynote speaker in many management conclaves and seminars.

Mr. Amish has no online and social media presence. He doesn’t write blogs or articles. Mr. Amish is a good author but has no idea about the marketing and distribution of books. He hires you as a Marketing consultant for overall marketing and distribution of books.

1. What are the distribution channels that you will use to distribute the product across the Indian market? Explain the same with reason. (10 Marks)

2. Suggest the Geographic, Demographic and behavioral segmentation for the book “Happy Happy” (10 Marks)

3. a. Explain five online social media platform through which you will promote the book

3. b. Explain the buyer decision-making process for purchasing a self-help book.