SEAT NO. 'I j Shree Chanakya Education Society's INDIRA SCHOOL OF BUSINESS STUDIES, PUNE POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM) End Semester Examinarion-May-Ztl l-l Semester-Jl Subject - Product & Brand Management Code: 2051\1 Total larks: 60 Dur-ation: 2~ Hours Note: 1'. Q.6. is compulsory. 2. Attempt ANY THREE questions out of the remaining. . Q.1. ) Considering Smart Phone as a product, what is the stage of this product in the PLC? Develop marketing mix strategies for managing this product over the PLC stages . (15 Marks) .2. During 2000 to 2010, tag line of Big Bazaar was "Isse Sasta Aur Accha Kahin (15 Marks) ahin". In 2011, it moved away from the original positioning to, "Naye India Ka Bazaar", i.e. New India's Super market. So it Re-positioned itself from hyper market to super market. During 2014, it further re-positioned from Sab Se Saste Din to Sab Se Sundar Din. Mr. Sonal Dabral, CEO of DDB-Mudra developed all the positioning strategies for Big Bazaar. Now the couple of Bade Ache Legate Hai-Ram Kapoor & Sakshi Tanwar is endorsing apparel brands of Big Bazaar. Do you think the new positioning strategy is in line with new advertisements? Which brand elements of Big Bazaar have been used to build the brand equity? If you have to place Big Bazaar in BAV model, which quadrant will you select and Why? Q.3. Vini Cosmetics-Ahmadabad has launched a new brand "FOGG", the deodorant is a liquid formulation filled in a non-aerosol spray can. The product lasts much longer- nearly 800 sprays & for 40-45 days. The sales pitch in all the advertising also focuses about number of sprays per pack. Develop strategic brand management process for this brand. (15 Marks) ) r: <l.4. Pick up any brand of your choice in oral care, say Colgate. Recall all the possible (15 Marks) advertisements published in print & audio-visual media. Explain how effectively the brand has mixed & matched marketing communications? Has the brand capitalized on the strengths of different media & also compensated for their weaknesses? Q.5. Write short notes on (ANY THREE) (15 Marks) a) Co-Branding Strategies for any two companies b) Sustainable Product Design of your choice of product category Page 1of2
Transcript
SEAT NO.'Ij
Shree Chanakya Education Society'sINDIRA SCHOOL OF BUSINESS STUDIES, PUNE
POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM)
End Semester Examinarion-May-Ztl l-lSemester-Jl
Subject - Product & Brand Management Code: 2051\1
Total larks: 60 Dur-ation: 2~ Hours
Note: 1'. Q.6. is compulsory.2. Attempt ANY THREE questions out of the remaining.
. Q.1.)
Considering Smart Phone as a product, what is the stage of this product in the PLC?Develop marketing mix strategies for managing this product over the PLC stages .
(15 Marks)
.2. During 2000 to 2010, tag line of Big Bazaar was "Isse Sasta Aur Accha Kahin (15 Marks)ahin". In 2011, it moved away from the original positioning to, "Naye India Ka
Bazaar", i.e. New India's Super market. So it Re-positioned itself from hyper marketto super market. During 2014, it further re-positioned from Sab Se Saste Din to SabSe Sundar Din.Mr. Sonal Dabral, CEO of DDB-Mudra developed all the positioning strategies forBig Bazaar. Now the couple of Bade Ache Legate Hai-Ram Kapoor & Sakshi Tanwaris endorsing apparel brands of Big Bazaar.Do you think the new positioning strategy is in line with new advertisements? Whichbrand elements of Big Bazaar have been used to build the brand equity? If you have toplace Big Bazaar in BAV model, which quadrant will you select and Why?
Q.3. Vini Cosmetics-Ahmadabad has launched a new brand "FOGG", the deodorant is aliquid formulation filled in a non-aerosol spray can. The product lasts much longer-nearly 800 sprays & for 40-45 days. The sales pitch in all the advertising also focusesabout number of sprays per pack. Develop strategic brand management process forthis brand.
(15 Marks)
)
r:<l.4. Pick up any brand of your choice in oral care, say Colgate. Recall all the possible (15 Marks)
advertisements published in print & audio-visual media. Explain how effectively thebrand has mixed & matched marketing communications? Has the brand capitalizedon the strengths of different media & also compensated for their weaknesses?
Q.5. Write short notes on (ANY THREE) (15 Marks)
a) Co-Branding Strategies for any two companiesb) Sustainable Product Design of your choice of product category
Page 1of2
-; ~-...-~~~.~~~.~~...~..~.. ~~...--..... ~ .-.~~~... ~.~..-~d) Difference between Product & Brand in case of categories of various shampoo.
Q.6. Case-Study (15 Marks)I'TC's Sun feast BrandThe cigarette giant company ITC entered in branded biscuit market in July 2003.Today, i.e. in April 2014, Sun feast has become power brand ofITC & generated Rs.2,725 cr. in sales. Thus it contributes to almost 41.6% in lTC's non-cigarette FMCGbusiness, which stood at Rs.6545 Cr. in 2014. Indian biscuit market size is Rs. 15.600Cr. (2014) & Sun feast commands 17.46 % market share.The Market leader is Parle(42%) & market challenger is Britannia (35%).ITC has adopted Master-Brand Strategy to offer a range of biscuits, like glucose,Marie & cream under the brand name Sun feast. The brand name was selected tohighlight heath-goodness & taste. ITC used sun mascot to sign off the communication.ITC invited Shahrukh in 2005, to endorse the brand. During 2010, ITC roped inSachin Tendulkar, another brand ambassador to endorse the brand Dream-Cream &Fit-Kit. With its quality products, aggressive promotion & many levels in distribution,ITC Sun feast managed to grow rapidly at a rate of 10-12 % per annum.The brand 'Promise' of 'spread the smile' was brought alive through livelypromotions and packaging. The entire range of Sun feast biscuits is packed in vibrantcolors and distinctive graphics. ITC is dedicated to CSR. ITC linked Sun feast withsocial forestry campaign-for every pack of Sun feast Dream Cream, companycontributes 25 paisa towards its social forestry program.The secret of success of Sun feast could be at.ributed to adopting right strategy forgrowth. In glucose segment, defeating Parle was next to impossible. Hence it selectedcream as category where Parle is weak. In cream biscuits, ITC is talking the fight toBritannia's labels like Bourbon, Treat & Pure Magic with its own battery of brandslike Dark Fantasy, Choco Fills & Dual Dream Cream. Out of total Rs.200 Cr.Advertisement budget, 50% is spent on promotion of cream brands.Questions:The case must be attempted in a step by step process, like, (i) what the case is allabout (ii) facts of the case (iii) analysis of .he facts (iv) answers to the questions & (v)appropriate title.
a) Describe brand hierarchy for Sun Feast. Compare TV campaigns for BritanniaBourbon & Dark Fantasy.
b) Describe lTC's branding strategy for Sun feast. Why is ITC spending more onpromotion of cream brands? Justify.
c) Do you think if it is ok to have a Rs. 200 Cr. Advertisement budget? If no,what in your opinion should be promotion budget and Why?
