M.B.A. (Part II) (Semester III) (Old CBCS) Examination, 2018
Gr. A. Marketing MAnagement (Paper
Paper XIX Product and Brand Management
Day and Date Wednesday, 12-12-2018 Max. Marks 70
Time 10.30 a.m. to 1.00 p.m.
Instructions All questions are compulsory.
All questions carry equal marks.
1. Choose the correct answer 14
Which stage in PLC earns highest sales
Introduction Growth
Maturity Decline
How many cells are there in BCG Matrix
1 2
3 4
Which cell in BCG matrix is known for earning highest cash
Stars Cash cows
Question marks Dogs
protects inside contents of the product.
Place Packaging
Process Price
Idea generation is the process of New Product Development.
First Last
Middle End
is something which resides in the minds of consumers.
Story Product
Brand Service
is a visual depiction of different types of associations.
Mental Map Brand equity
Idea Marketing
The process which helps to trace value creation process and helps to
understand financial impact of brand marketing is called
Brand value chain Brand mantra
Event Culture
Strategy of using individual family brand names is referred as
House of brands Strategy house
House of products Extended strategy
10) A strong brand commands
Intense consumer loyalty Intense employer loyalty
Intense employee loyalty None of the above
11) Marketers can apply a branding on
Physical good A service
A store and organization All of the above
12) is a set of all brands and brand lines that a particular firm offers
for sale to buyers in particular category.
Product mix Product line
Brand portfolio Brand line
13) When the same brand name holds several products in different markets, it
is known as the
Umbrella brand Source brand
Multi-brand Range brand
14) is a graphical representation of all the brands and products sold
by firm.
Mental map Brand mantra
Brand equity Brand product matrix
2. Write short notes 14
Brand Ambassadors
Product Life Cycle.
3. Write short notes 14
Brand Building Process
Packaging and various factors affecting packaging.
4. What is Product Planning Discuss new product development process in
detail. 14
OR
Explain concept of Branding with need, benefits. What are various branding
strategies
5. Case study 14
Alpha Pharmaceuticals had launched brand a high protein biscuit
brand and it was successful in market. Then looking at its success, company
decided to work on new product development of biscuits rich in proteins,
minerals and vitamins. Advisors suggested that since most of the people in
the country were suffering from protein deficiency, the product, enriched with
protein, would be desirable and should be big success, specially with a
view of its competing brand having a high price. The Marketing Research
Department of the company also gave green signal to the project after
conducting brief survey.
The company launched its biscuits with 'Plus Protein' brand name in 400 gm.
Packet consisting of 60 biscuits and priced at Rs. 75 i.e. Rs. 150 per Kg. The
product was heavily advertised in the newspapers, health magazines, radio
and television. The target audience was middle class, who, it was believed,
suffered from protein deficiency and can afford Plus Protein biscuits. The
ordinary biscuits were available in the market at the rate of Rs. 30 to 40 per Kg.
The trust of Plus Protein Biscuits in the campaign was that these biscuits contain
3 times more protein and have additional minerals and vitamin value.
The product was promoted through doctors and medical representatives. They
gave discount coupons to doctors for passing on to their patients for buying
biscuits. Despite heavy advertisement and canvassing by medical representatives,
the product was unable to attract customers. There was no effect on the sale
of 'Proptin' brand. The company could not achieve target I the first year sales
remained almost static for the next year.
Analyse the case, identify problem, suggest alternative solutions and give best
alternative for the company.