M.B.A. DEGREE EXAMINATION, NOVEMBER/DECEMBER 2017.
Third Semester
PRODUCT AND BRAND MANAGEMENT

2 90137
Time 3 Hours Max. Marks 70
SECTION — A
Answer any FIVE questions. 12 60 Marks)
1. Explain product positioning strategies in detail.
2. Discuss various steps involved in new product development.
3. Explain importance and characteristics of rural marketing.
4. Explain various branding decisions.
5. Discuss various brand extension and re-launching strategies.
6. What factors are responsible for brand failure?
7. Explain about brand personality and brand cloning.
8. What do you mean by brand equity? Explain its advantages.
SECTION — B
Compulsory (10 Marks)
9. Case Study
Although most of you probably did not grow up with plastic slip covers over the
living room couch and/or the dining room chairs, many Americans did plastic slip
covers which first appeared in Chicagoin the mid 1950s and spread quickly to New
York, are designed to protect fabric of a chair or so for will still permitting
consumers to see the cloth and its design. With plastic Slipcovers, Someones head
learning on the back of a fabric chair will not stain the fabric nor will the colour of
some ones new teams come off on the couch.

Although many people who grew up with plastic slip covers in their homes like to
make fun of this fact, these same individuals were glad that in couch or chair had
plastic slip covers when try, in this youth, spilled milk or soda on the furniture.
Over the years, plastic slip covers have under gone a member of product
improvements. The use of the thinner-gauge plastic has made the material more
supply, cloth bindings have been replaced with clear bindings and nylon thread has
been substituted for cotton thread.
Question
Which social class or classes, would you expect to be the primary purchasers of
plastic slip covers?