Product and Brand Management:
1.Justify your answer to following questions in maximum 2 sentences: (1* 10)
a.“Observation with one eye and attention with half the mind is the maximum impact of an advertisement that an advertiser can expect from its target customers” .Do you agree?
b.“Distribution is the last dark continent of marketing” –do you agree?
c.“Milkmaid was re-positioned as the testiest milk made when there was scarcity of milk”-is such re-positioning appropriate?
d.“Marlboro cigarette’s advertisement showing a cowboy is considered to be the advertisement of the 20th century and proves brand personality’s influence on sales volume” -do you agree?
e.“The no. of cows and dogs in a portfolio of a corporate house does not influence decision-making about investment and composition of SBU’s”-correct?
f.“Toyata’s USP is performance and conformance” is the statement correct?
g.“Nirma’s success is based on correct positioning”-is it true?
h.“Brand is the most enduring asset of an organization”-is it correct?
i.“The space in the mental black box is available only on rent and it is not available for sale or even on 99 years lease”-do you agree?
j.“Co-branding includes strategic alliance”-is it untrue?
2.
a.“Positioning is the fountainhead from which flows the decisions of marketing mix”-substantiate this statement with an example.(5)
b. “Perceptual mapping guides a marketer to gauge the extent of acceptability of the target market vis-avis the relevant attributes of products/services”-explain with appropriate examples(5)
3.
a. The value of intangible element of brand is highly significant in brand building process”- do you agree? Justify your answer.(3)
b. Explain the integration method of M/S interbrand UK for brand evaluation.(7)
4.
a. Why is GE model of porfolio analysis considered to be an improvement upon the BCG model?explain the difference between the two models and highligh the salient features of GE model.(8)
b. What are the major limitations of the BCG model?(2)
5. Explain strategies tobe followed by an organization at different stages of the product life cycle in relation to-
1.Product
2.Price
3.Place
4.Promotion(2.5*4)
6.“Managing a brand involves management of the brand’s identity,personality,positioning and other related factors”-substantiate this statement by highlighting the influence of a brand’s identity,personality,equity etc on overall brand management.(10)
7.“House of quality is an excellent model of integration of consumers’perception of competitors’ products, their (customers) varied needs and their weightages,manufacturers’ operational feasibility and costs”-explain the statement by developing a matrix showing the inter-relationship amongst the various parameters nooted above.Only a simplistic conceptual presenation is required-need not be supported by figures.(10)
OR
Write short notes on:
Benefit segmentation(2)
Brand equity(5)
Differentiation(3)
8. Case study on Southwest airlines.(10)
Disclaimer: Questions posted from previous year question papers.Mistakes are not ruled out.Refer Library for correct format and case studies.These questions are posted to give students a feel and idea of real examination,there will be no liability on the part of author if any or some of these questions are repeated in future examinations.