Download GTU (Gujarat Technological University) MBA 2019 Winter 4th Sem 2840101 Product And Brand Management Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER ? IV EXAMINATION ? WINTER 2019
Subject Code: 2840101 Date: 30-11-2019
Subject Name: Product and Brand Management
Time: 2.30 PM to 5.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 (a)
1
2
3
4
5
6
Objective Questions
_______ presumes consumers are aware of what they are looking for.
a)Permission marketing
b)Integration marketing
c)Internal marketing
d)None of the above
_______ is the way the consumers perceive the company or its product.
a)Image b) Identity c) Presence d) Awareness
_____ can be explained as how easily and how often customers think of
brand under several consumption or purchase situations.
a) Brand performance
b) Brand salience
c) Brand Judgments
d) Brand Imagery
During the growth stage the firm
a) Enters into new market segment
b) Increases the distribution market segment
c) Improves product quality
d) All of the Above
When managers try to increase demand by focusing on features, quality and
style, it is
a)Market modification
b) Product modification
c)Marketing program modification
d)None of the above
When marketers launch a stream of new products and ensures to precede
them with preannouncements, it is
a) Position defense
b) Flank defense
c) Preemptive defense
d) Counteroffensive defense
06
Q.1 (b) Define the terms
1) Brand Revitalization
2) Brand Positioning
3) Brand Mantra
4) Brand Elements
04
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Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER ? IV EXAMINATION ? WINTER 2019
Subject Code: 2840101 Date: 30-11-2019
Subject Name: Product and Brand Management
Time: 2.30 PM to 5.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 (a)
1
2
3
4
5
6
Objective Questions
_______ presumes consumers are aware of what they are looking for.
a)Permission marketing
b)Integration marketing
c)Internal marketing
d)None of the above
_______ is the way the consumers perceive the company or its product.
a)Image b) Identity c) Presence d) Awareness
_____ can be explained as how easily and how often customers think of
brand under several consumption or purchase situations.
a) Brand performance
b) Brand salience
c) Brand Judgments
d) Brand Imagery
During the growth stage the firm
a) Enters into new market segment
b) Increases the distribution market segment
c) Improves product quality
d) All of the Above
When managers try to increase demand by focusing on features, quality and
style, it is
a)Market modification
b) Product modification
c)Marketing program modification
d)None of the above
When marketers launch a stream of new products and ensures to precede
them with preannouncements, it is
a) Position defense
b) Flank defense
c) Preemptive defense
d) Counteroffensive defense
06
Q.1 (b) Define the terms
1) Brand Revitalization
2) Brand Positioning
3) Brand Mantra
4) Brand Elements
04
Page 2 of 3
Q.1 (c) Distinguish between brand creation and brand revitalization 04
Q.2 (a) Choose a brand having its origin in India. Explain how it can be accessed
on the basis of Customer Based Brand Equity (CBBE) model.
07
(b) How to manage the Mature Product in market? 07
OR
(b) Select a brand and identify all its brand elements that contribute towards
development of its brand equity. Explain the role of each element towards
development of brand equity of that brand.
Detail Question
07
Q.3 (a) Pick a product or service category basically dominated by two main brands.
Evaluate the positioning of each brand. Who are their target markets? What
are the main points of parity and points of difference?.
07
(b) What is ingredient branding? What are the advantages and disadvantages of
ingredient branding?
07
OR
Q.3 (a) Explain comparative and Holistic Method of measuring outcomes of Brand
Equity.
07
(b) Describe about the scope & importance of new product. Explain 6
categories of new product.
07
Q.4 (a) How to assess the New Competition Across Different Product Categories? 07
(b) What is the rational of celebrity endorsement for a brand? What are the
potential problems with celebrity endorsements?
07
OR
Q.4 (a) Identify a fading brand. What suggestions can you offer to revitalize its
brand equity?
07
(b) What are the various types of risks consumers perceive while buying and
consuming a product?
07
Q.5 (a) Hindustan Unilever Limited (HUL)
Compared to other companies in India, HUL has one of the most complex
product and brand portfolio. And this illustrates the concept of ?house of
brands.? The company?s major business focus has been classified into food,
home care, personal care, water, nutrition, health and hygiene and beauty.
Under each category there are category brands under which there are product
brands and in some categories individual brands. The role of category brands
and individual product brands are captured through various elements of brand
execution, including the graphical representation of various brands. Knor
represents HUL?S soup and taste-maker category with a sub classification of
products into the Classic range (Thick Tomato, Mixed Vegetables, Chicken
Delite and Tomato Twisty Pasta), The Chinese range (Sweet corn Vegetables,
Sweet corn chicken and Hot n Sour) and the indian range (Tomato Makhni and
Corn Mast Masala). In addition, Knorr has two ranges of ready to cook meal
maker products and recently introduced Soupy Noodle range, which combine
soup and noodles.
The tea business of HUL has two major brands ? Brooke Bond and Lipton.
Under Brooke bond there are brands such as red label, Clear Green Tea and
Darjiling Tea. Annapurna represents HUL in the family or functional foods.
Iodized salt, low sodium salt, Crystal salt, regular atta and multigrain atta
marked under this brand. A variety of breads is marked under the Modern
brand. In the home care individual brands representing specific properties and
14
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Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER ? IV EXAMINATION ? WINTER 2019
Subject Code: 2840101 Date: 30-11-2019
Subject Name: Product and Brand Management
Time: 2.30 PM to 5.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 (a)
1
2
3
4
5
6
Objective Questions
_______ presumes consumers are aware of what they are looking for.
a)Permission marketing
b)Integration marketing
c)Internal marketing
d)None of the above
_______ is the way the consumers perceive the company or its product.
a)Image b) Identity c) Presence d) Awareness
_____ can be explained as how easily and how often customers think of
brand under several consumption or purchase situations.
a) Brand performance
b) Brand salience
c) Brand Judgments
d) Brand Imagery
During the growth stage the firm
a) Enters into new market segment
b) Increases the distribution market segment
c) Improves product quality
d) All of the Above
When managers try to increase demand by focusing on features, quality and
style, it is
a)Market modification
b) Product modification
c)Marketing program modification
d)None of the above
When marketers launch a stream of new products and ensures to precede
them with preannouncements, it is
a) Position defense
b) Flank defense
c) Preemptive defense
d) Counteroffensive defense
06
Q.1 (b) Define the terms
1) Brand Revitalization
2) Brand Positioning
3) Brand Mantra
4) Brand Elements
04
Page 2 of 3
Q.1 (c) Distinguish between brand creation and brand revitalization 04
Q.2 (a) Choose a brand having its origin in India. Explain how it can be accessed
on the basis of Customer Based Brand Equity (CBBE) model.
07
(b) How to manage the Mature Product in market? 07
OR
(b) Select a brand and identify all its brand elements that contribute towards
development of its brand equity. Explain the role of each element towards
development of brand equity of that brand.
Detail Question
07
Q.3 (a) Pick a product or service category basically dominated by two main brands.
Evaluate the positioning of each brand. Who are their target markets? What
are the main points of parity and points of difference?.
07
(b) What is ingredient branding? What are the advantages and disadvantages of
ingredient branding?
07
OR
Q.3 (a) Explain comparative and Holistic Method of measuring outcomes of Brand
Equity.
07
(b) Describe about the scope & importance of new product. Explain 6
categories of new product.
07
Q.4 (a) How to assess the New Competition Across Different Product Categories? 07
(b) What is the rational of celebrity endorsement for a brand? What are the
potential problems with celebrity endorsements?
07
OR
Q.4 (a) Identify a fading brand. What suggestions can you offer to revitalize its
brand equity?
07
(b) What are the various types of risks consumers perceive while buying and
consuming a product?
07
Q.5 (a) Hindustan Unilever Limited (HUL)
Compared to other companies in India, HUL has one of the most complex
product and brand portfolio. And this illustrates the concept of ?house of
brands.? The company?s major business focus has been classified into food,
home care, personal care, water, nutrition, health and hygiene and beauty.
Under each category there are category brands under which there are product
brands and in some categories individual brands. The role of category brands
and individual product brands are captured through various elements of brand
execution, including the graphical representation of various brands. Knor
represents HUL?S soup and taste-maker category with a sub classification of
products into the Classic range (Thick Tomato, Mixed Vegetables, Chicken
Delite and Tomato Twisty Pasta), The Chinese range (Sweet corn Vegetables,
Sweet corn chicken and Hot n Sour) and the indian range (Tomato Makhni and
Corn Mast Masala). In addition, Knorr has two ranges of ready to cook meal
maker products and recently introduced Soupy Noodle range, which combine
soup and noodles.
The tea business of HUL has two major brands ? Brooke Bond and Lipton.
Under Brooke bond there are brands such as red label, Clear Green Tea and
Darjiling Tea. Annapurna represents HUL in the family or functional foods.
Iodized salt, low sodium salt, Crystal salt, regular atta and multigrain atta
marked under this brand. A variety of breads is marked under the Modern
brand. In the home care individual brands representing specific properties and
14
Page 3 of 3
functions. Active, Wheel, Rin, Surf Excel and comfort fabric conditioner
represent detergent and fabric-care brands.
Some of the major brands in company?s hygiene and beauty category include
Axe, Clear, Clinic Plus, Sunsilk, Dove , Fair and Lovely, Lux, Lifebuoy, Pears
,Hamam, Rexona, Liril 2000 , Pond?s, Vaseline, Close-up and Pepsodent. Purit
represents its presence in the rapidly growing domestic water purification
market. The complexity of the portfolio can further be discerned by looking
into the varieties of stock-keeping units under each category, subcategory,
brand and its variants.
1 Design Brand portfolio for HUL
2 Explain brand Hierarchy used by HUL
OR
Q.5 (a) BIC Perfumes
Bic the French company societe Bic, by emphasizing inexpensive, disposable
products, was able to create market for nonrefillable ballpoints pens in the late
1950s,disposable cigarette lighters in the early 1970s and disposable razors in
the early 1980s.It unsuccessfully tried the same strategy in marketing BIC
perfumes in the United States and Europe in 1989. The perfumes- two for
women ( Nuit and Jour ) and two for Men (BIC for Men and BIC Sport for
Men?) were packaged in quarter ?ounce class spray bottles that looked like fat
cigarette lighters and sold for $ 5 each. The products were displayed on racks
at checkout counters throughout Bic?s extensive distribution channels. At the
time, a Bic spokeswoman described the new products and extension of the Bic
heritage- ?high quality at affordable prices, convenient to purchase and
convenient to use. The brand extension was launched with $ 20 million
advertising and promotion campaign containing images of stylish people
enjoying themselves with the perfume and using the tagline ? Paris in your
Pocket.? Bic was unable to overcome its lack of cachet and negative image
associations and the extension was a failure.
1. What is your opinion for brand extension of BIC. Explain various
Advantages and disadvantages of brand extension.
2.What according to you could be challenges for BIC.
14
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This post was last modified on 19 February 2020