12th Class
Business Studies
Marketing
Question Bank
Marketing (Long)
question_answer
Coconut Joy Ltd. are the manufacturer of vegetarian frozen desert food products made with coconut milk, agave syrup and other certified ingredients. The founders of the company Lovely and Lalita originally developed this treat to meet their own needs but found that their friends and families around were also keen to use the products. It was not only the vegetarians, but also those who could not get enough environments friendly sustainable food, that appreciate the product. It did not take long for Lovely and Lalita to recognize the potential of their little venture. In the beginning they started from their home with the product being sold through local family parties that enable guests to personally meet the owner. This helped to establish strong connections with the prospective buyers and the company could put the product on shelves of natural food store. The company used all marketing activities to grow and expand. The company began sponsoring booths at festivals, drawing attention to its newly created vegetarian products. It also disseminated relevant information to media about its products and the people who helped in building the companys reputation. Lovely and Lalita were invited for an interview with one of the leading TV channels in which they talked about their environment friendly vegetarian products. To show its gratitude to customers, local business and government officials who supported the company from the beginning, Coconut Joy Ltd. hosted a gala event and involved all of them to raise funds for a few local NGOs. The company also asked its fans and customers to send songs and poetry conveying their impression about Coconut Joys Ltd. products.
(a) Identify and explain the communication tool used by Coconut Joy Ltd.
(b) Briefly explain the role of the tool identified in (a) above. [CBSE Sample Paper 2017]
