Marketing Analytics Mid-Term Exam

PGP 2017-19
Max. Time: 2 hours Max. Marks: 40
Answers have to written in the excel sheet and the same should be mailed to me/or via pendrive. Do write a suitable
Closed Book, No Internet, No Phone, No pen drives, No hard disk
Use of Laptop is allowed. Please don’t copy submissions

Q1. Hughes Company charged Rs. 15 for a Diaper and sold 15 thousand units during last year. If the elastici
a.      Determine the linear and power demand curves of the Hughes Diapers.

Further, it costs $5 to produce and market each unit of Diaper. Hughes wants to optimize the price of Diape

b.      If you charge a single price for each unit, how can you maximize profit?
c.       If you use Standard Quantity Discount, how can you maximize the profit?
d.      If you use Non Standard Quantity Discount, how can you maximize profit?

Q2. The tab Q2 data contains data of a company that sells Bitumals. The data contains the the sale data of

Check the Dependency of sale of Bitumals on other products by using Multiple Regression.

Q3. The demand for crackers before Diwali at a local Kirana Store is given by q = 2000 – 300p. The demand
If the cracker costs the retailer Rs. 1 per cracker, how can they maximize profits from Diwali Crackers, given
 Max. Marks: 40
via pendrive. Do write a suitable Interpretation of your answers.

during last year. If the elasticity of the Diapers is 3.

(5 Marks)

to optimize the price of Diaper using the linear demand curve, for the next year.

(3 Marks)
(7 Marks)
(5 Marks)

contains the the sale data of Bitumals, Membrane, Bituminious and Coal Tar from April 2014 to March 2017.

le Regression. (10 Marks)

q = 2000 – 300p. The demand for crackers after Diwali is given by q = 1000 – 400p.
fits from Diwali Crackers, given that they sell all the crackers?

(10 Marks)
Sr.No. Month Bitumals Membranebituminous Coal Tar
1 Apr-14 1825987 14902443 192357.2 179883.8
2 May-14 2043079 13870649 1206800 424890.9
3 Jun-14 272411.6 9128911 225344 186667.5
4 Jul-14 341443.7 4434642 7924.8 198000
5 Aug-14 753913.3 517450 534000 290979.6
6 Sep-14 1428162 3879518 388000 57240
7 Oct-14 175095 5600241 495666.4 198000
8 Nov-14 246000 6174120 14200 138765
9 Dec-14 624255 5496370 152192 314720
10 Jan-15 1204083 4675632 193600 260676.6
11 Feb-15 1356000 5486000 710094 196375
12 Mar-15 2362942 11592066 328504 284830
13 Apr-15 670382.5 4632238 178080 206500
14 May-15 4322217 3162890 1086070 89890.4
15 Jun-15 2771032 4908010 320500 175584
16 Jul-15 412485 724180 534000 100890
17 Aug-15 1968979 2081580 2357610 9400
18 Sep-15 1356000 2209252 130690 17500
19 Oct-15 416895 223760 891446 154472
20 Nov-15 570542 3135870 60500 326840
21 Dec-15 735812 3747335 534000 36000
22 Jan-16 698168.4 4301876 534000 15580
23 Feb-16 850208.8 1435025 240000 29859
24 Mar-16 1356000 4602000 534000 198000
25 Apr-16 1792057 5744325 1144500 88665
26 May-16 3930588 12036286 1034294 151800
27 Jun-16 2549893 1815975 1307175 279740
28 Jul-16 278997 20160 285600 20900
29 Aug-16 1883711 1115182 863750 394420.4
30 Sep-16 252405 866000 196875 92350
31 Oct-16 720372 2478250 534000 144012
32 Nov-16 474561 1068356 278450 193220
33 Dec-16 1519114 4543400 356850 446688
34 Jan-17 1739275 2998258 208824.2 342689
35 Feb-17 1046809 5932002 971220 257057
36 Mar-17 3937895 6148000 194986 650682