UNIVERSITY OF MAURITIUS
FACULTY OF LAW AND MANAGEMENT
SECOND SEMESTER EXAMINATIONS
PROGRAMME BSc (HONS) BUSINESS STUDIES - Level 1
BSc (HONS) HUMAN RESOURCE MANAGEMENT - Level 1
BSc (HONS) MANAGEMENT – Level 1
BSc (HONS) MANAGEMENT WITH FINANCE– Level 1
BSc (HONS) MANAGEMENT WITH INFORMATION
SYSTEMS - Level 1
BSc (HONS) MARKETING - Level 1
BA (HONS) LAW & MANAGEMENT - Level 1
MODULE NAME MARKETING FUNDAMENTALS
DATE TUESDAY MODULE CODE MGT 1203
06 MAY 2008
TIME 13:30 – 15:30 DURATION 2 HOURS
NO. OF 4 NO. OF QUESTIONS 3
QUESTIONS SET TO BE ATTEMPTED
INSTRUCTIONS TO CANDIDATES
This paper consists of Two Sections – Section A and Section B.
Section A is COMPULSORY
Answer ANY TWO (2)Questions from Section B. MARKETING FUNDAMENTALS - MGT 1203
Please read the Case Study below and answer the questions that follow.
Case Study : Virgin Cola aims to burst Pepsi bubble.
Virgin Cola is making its biggest push so far to catch up with Pepsi Cola. The
company owned by Richard Brandson and Cotts, a Canadian drinks company, will
double the number of retail outlets this summer after concluding agreements with
almost all the leading supermarket chains.
The fizzy drink will be sold in Asda, Sa feway, Somerfield and William Morrison by
next month, taking sales from 30 per cent of the market to 60. Virgin Cola is already
on sale at Tesco and Co-op, but J Sainsbury will not stock the drink as it tries to boost
sales of its own-label cola.
Nick Kirkbride, the Virgin Cola managing di rector, said : “We have the potential to
grow very fast but to do that we have to become available. The quickest way to do
that is to go to the supermarkets. Only then you can really compete with Pepsi and
Coke on equal terms. “
He said the number of retail outlets carry ing the drink had been restricted at the
launch in November 1994 “to figure out if it will work”.
Virgin is aiming to overtake Pepsi sales in three years. Currently, Virgin has 5.3 per
cent of the market, according to a survey by Nielson. Pepsi stands at 12.7 per cent
and Coca Cola at 31.4 per cent.
Mr Kirkbride said : “Once the Pepsi bubble has been burst in one country, the world
wide opportunities for Virgin Cola begin to look as if they may rival the global
success of Virgin in the airline and music industry.”
He claimed that if V