Question

‘Priya Motors’, a motorbike manufacturing company, launched a new model of bike in the market named ‘Moto Glide III’. The company planned carefully to make this bike appeal to young riders. The design team focused on making the bike attractive and stylish to the target customers, primarily the youth. They gave it a sleek body, sharp headlights and a digital speedometer. The design made the bike not just look good but also improved its aerodynamics and fuel efficiency. This helped the company stand out from other brands, thereby getting a competitive edge. The company followed strict quality standards in making each part of the bike which helped in achieving uniformity and consistency in output. ‘Priya Motors’ also offered different versions of bike with different prices based on features like Bluetooth connectivity, colour options etc. Identify and explain two functions of marketing discussed above.

Hint:

Remember: Designing makes the product attractive and functional, while Standardisation ensures every unit is identical in quality. Grading creates categories for different price points.

Answer 1

Correct Answer: 4

Step 1: Recall the functions of marketing.
Marketing is a comprehensive process that includes many functions beyond selling. The case of 'Priya Motors' and its 'Moto Glide III' highlights two specific marketing functions.
Step 2: Identify Function 1 - Product Designing and Development.
The design team at 'Priya Motors' worked to make the bike attractive and stylish for young riders - giving it a sleek body, sharp headlights, and a digital speedometer. They ensured the design also improved aerodynamics and fuel efficiency, providing a competitive edge.
Step 3: Explain Product Designing and Development.
Product designing and development is the marketing function that focuses on the shape, features, aesthetic appeal, and functional quality of a product. A well-designed product not only looks good but also performs better, and it differentiates the company from competitors. This function directly influences the consumer's purchase decision by making the product visually and functionally superior.
Step 4: Identify Function 2 - Standardisation and Grading.
The case mentions two related activities: 'Priya Motors' followed strict quality standards for every part of the bike (standardisation), and they offered different versions with different prices based on features like Bluetooth connectivity and colour options (grading).
Step 5: Explain Standardisation and Grading.
Standardisation means producing goods according to predetermined specifications, ensuring uniformity and consistency in output. It builds consumer trust. Grading is the process of classifying products into different categories or grades based on quality, size, features, or price. Offering the 'Moto Glide III' in multiple feature-based variants at different price points is a direct application of grading.
Step 6: Conclude.
The two marketing functions discussed in the case are: (1) Product Designing and Development (sleek design, aerodynamics, and competitive edge); and (2) Standardisation and Grading (strict quality standards and feature-based pricing tiers).
\[ \boxed{ \text{Marketing functions: Product Designing/Development and Standardisation/Grading} } \]