M.B.A. (Part II) (Semester III) Examination, 2017
Paper XIX Group A MARKETING MANAGEMENT
Product and Brand Management (Paper
Day and Date Monday, 8-5-2017 Total Marks 70
Time 10.30 a.m. to 1.30 p.m.
Instructions Q. 1 is compulsory.
Solve any two questions from Q. Q. 3 and Q. 4.
Attempt any two questions from Q. Q. 6 and Q. 7.
1. Analyse the Case. 14
The Apple product life cycles indicates just how big the iPhone and the iPad will
be over the next few years. It took the iPod five years to break the thirty million
units per annum mark. The iPhone got there in four and the iPad will make it in
year two of launch. As for the Sony Walkman it never made it, it took over ten
years to top out, the iPod topped out within eight years of launch. Apple product
Life Cycles are moving faster and higher sooner than ever before.
iPod sales may have peaked in 2008 at just under 55 million units and may fall to
around 45 million units this year but the iPhone is set to sell just under 70 million
units and the iPad is chasing fast behind. It all adds up to an exciting phase of
growth for Apple over the next four years with revenues set to rise over 100
billion in 2011.
Students of corporate strategy and business theory are familiar with the concept
of the Product Life Cycle. Generally the life cycle is perceived to have four
specific stages, introduction, growth, maturity and decline generally plotted with
volumes a function of time.
In the introduction phase, costs are high, sales volumes are slow, there may be
little or no competition and customers have to be stimulated to action. Profits are
limited and the product is cash extensive as marketing costs are substantial.
Key customers tend to be innovators and early adopters.
In the growth phase, unit costs are reduced as volumes increase, advertising is
amortised over greater volume, market awareness increases beyond the early
adopters, to the "early majority", competition increases with more competitors
entering the market and price levels may begin to fall. Profits increase but the
product remains cash extensive as greater investment in marketing or working
capital is required.
In the maturity stage, costs are lowered further as volumes have increased, the
market becomes more competitive and alternative products begin to date the
initial product offering. The product remains profitable and begins to generate
cash. The innovators, early adopters and early majority are joined by the "late
majority".
In the saturation and decline phase, sales volumes decline, profits margins are
maintained and the product becomes remains cash generative. The laggards
and luddites still do not enter the market.
Either way for Apple, four years of strong growth are evident from products
already in the lineup, both the iPhone and the iPad are set to hit the one hundred
million units per annum mark in 2012 and 2014. Despite the march of the Androids,
the Apple growth story will continue.
Analyse the case. 5
Identify the problem. 2
Alternative solutions. 5
Best solution. 2
2. Write short note (Any two) 14
Product Hierarchy.
Product planning.
Multiple branding.
3. Write short note (Any two) 14
Product classification.
Significance of branding to consumers and firms.
Conjoint analysis.
4. Write short note (Any two) 14
Holistic methods.
Brand Hierarchy.
Packaging and labelling.
5. What is a new product Explain the new product development process. 14
6. Explain the strategic brand management process. 14
7. What is meaning of brand extension Explain its types and need. 14