Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2018 Summer 4th Sem 2840101 Product And Brand Management Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 4? EXAMINATION ? SUMMER 2018
Subject Code: 2840101 Date: 28/05/2018
Subject Name: Product & Brand Management
Time: 02:30 PM To 05:30 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 Multiple Choice Question 06
1.
___________ is a measure of the good's anticipated operating life under stressful or natural
conditions and is also a valued feature of certain products.
A. Reliability B. Reparability
C. Durability D. None of the above
2.
In PLC stages, stage in which sales and profits declines is called
A. Decline stage B. Less improved stage
C. Product maturity stage D Non-innovative stage
3.
_______is the set of all brands and brand lines a particular firm offers for sale to buyers in a
particular category.
A. Brand Depth B. Brand Awareness
C. Brand Portfolio D. Brand Data
4.
In a specific strategic market plan, a profit center that is self-supporting in terms of sales,
markets, production, and other resources is known as
A. Strategic Business Unit B. Small Business Unit
C. Profit Unit D. Marketing Unit
5. The functional risk of brand is related to __________.
A. Price B. Performance
C. Social Image D. Self concept
6. Competitors in growth stage of product life cycle are
A. Few B. Stable but declining
C. Growing in number D. Declining
FirstRanker.com - FirstRanker's Choice
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 4? EXAMINATION ? SUMMER 2018
Subject Code: 2840101 Date: 28/05/2018
Subject Name: Product & Brand Management
Time: 02:30 PM To 05:30 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 Multiple Choice Question 06
1.
___________ is a measure of the good's anticipated operating life under stressful or natural
conditions and is also a valued feature of certain products.
A. Reliability B. Reparability
C. Durability D. None of the above
2.
In PLC stages, stage in which sales and profits declines is called
A. Decline stage B. Less improved stage
C. Product maturity stage D Non-innovative stage
3.
_______is the set of all brands and brand lines a particular firm offers for sale to buyers in a
particular category.
A. Brand Depth B. Brand Awareness
C. Brand Portfolio D. Brand Data
4.
In a specific strategic market plan, a profit center that is self-supporting in terms of sales,
markets, production, and other resources is known as
A. Strategic Business Unit B. Small Business Unit
C. Profit Unit D. Marketing Unit
5. The functional risk of brand is related to __________.
A. Price B. Performance
C. Social Image D. Self concept
6. Competitors in growth stage of product life cycle are
A. Few B. Stable but declining
C. Growing in number D. Declining
Q.1 (b) Define the following Terms :
1.Core Competency
2. Flanker Brands
3. Brand Equity
4. Gestation Period
04
Q.1 (c) Explain the impact of technology on Branding strategies. 04
Q.2 (a) Explain Melvin Copeland?s Product Classification. 07
(b) There are only two basic sources of competitive advantage ? cost leadership and
differentiation. Elaborate the statement.
07
OR
(b) Is it reasonable to try and use PLC for predicting specific outcomes? Yes or No?
Justify your answer.
07
Q.3 (a) Explain Crawford?s Product Innovation Charter.
07
(b) ?Cadbury Celebrations? ? a much appreciated package by consumers. Evaluate the
importance of Packaging as a Brand Element.
07
OR
Q.3 (a) Summarize the major limitations of Test Marketing.
07
(b) Explain the steps of Brand Audit.
07
Q.4 (a) How can you leverage secondary Brand Associations to build Brand Equity?
07
(b) Explain Brand Value Chain steps.
07
OR
Q.4 (a) Explain the elements of Brand Equity management system.
07
(b) List any 3 qualitative research techniques.
07
FirstRanker.com - FirstRanker's Choice
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 4? EXAMINATION ? SUMMER 2018
Subject Code: 2840101 Date: 28/05/2018
Subject Name: Product & Brand Management
Time: 02:30 PM To 05:30 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 Multiple Choice Question 06
1.
___________ is a measure of the good's anticipated operating life under stressful or natural
conditions and is also a valued feature of certain products.
A. Reliability B. Reparability
C. Durability D. None of the above
2.
In PLC stages, stage in which sales and profits declines is called
A. Decline stage B. Less improved stage
C. Product maturity stage D Non-innovative stage
3.
_______is the set of all brands and brand lines a particular firm offers for sale to buyers in a
particular category.
A. Brand Depth B. Brand Awareness
C. Brand Portfolio D. Brand Data
4.
In a specific strategic market plan, a profit center that is self-supporting in terms of sales,
markets, production, and other resources is known as
A. Strategic Business Unit B. Small Business Unit
C. Profit Unit D. Marketing Unit
5. The functional risk of brand is related to __________.
A. Price B. Performance
C. Social Image D. Self concept
6. Competitors in growth stage of product life cycle are
A. Few B. Stable but declining
C. Growing in number D. Declining
Q.1 (b) Define the following Terms :
1.Core Competency
2. Flanker Brands
3. Brand Equity
4. Gestation Period
04
Q.1 (c) Explain the impact of technology on Branding strategies. 04
Q.2 (a) Explain Melvin Copeland?s Product Classification. 07
(b) There are only two basic sources of competitive advantage ? cost leadership and
differentiation. Elaborate the statement.
07
OR
(b) Is it reasonable to try and use PLC for predicting specific outcomes? Yes or No?
Justify your answer.
07
Q.3 (a) Explain Crawford?s Product Innovation Charter.
07
(b) ?Cadbury Celebrations? ? a much appreciated package by consumers. Evaluate the
importance of Packaging as a Brand Element.
07
OR
Q.3 (a) Summarize the major limitations of Test Marketing.
07
(b) Explain the steps of Brand Audit.
07
Q.4 (a) How can you leverage secondary Brand Associations to build Brand Equity?
07
(b) Explain Brand Value Chain steps.
07
OR
Q.4 (a) Explain the elements of Brand Equity management system.
07
(b) List any 3 qualitative research techniques.
07
Q.5
a)
b)
A Lot Happens Over Coffee!
More than thirteen inspirational years of being the place where millions of people have
spent some of the most special moments of their lives, Caf? Coffee Day, India?s largest
retail chain of coffee caf?s, continues to become an essential part of people?s lifestyle. Caf?
Coffee Day thrives to reach out to its consumers in the most innovative and effective way.
As Marketing has gone beyond conventions, Caf? Coffee Day realized that they are among
the few reaching out to millions of consumers when they are at their relaxed best and not on
the go. With 932 cafes across the length and the breadth of the country, it?s fair to say that
CCD can reach out and connect to the maximum number of people across distances for a
brand communication need. With this reach, the caf? giant is also the largest aggregator of
youth in the country and is the most loved hangout for the young and young at heart.
Bajaj Pulsar was looking at an innovative medium to increase brand awareness and product
display among TG which couldn?t have been achieved through obvious options like Malls,
High Street areas etc. The rest as we call it is history.
Approach and Activity :
A strategic approach to the campaign was designed by Caf? Coffee day as per the
requirement by Bajaj. The first step was in identifying the markets and cafes and the
approach for communication thereafter. 13 cities and 189 cafes were identified for this
campaign based on location, profile of consumers at the caf?, no. walk ins at the caf?,
closeness to Bajaj showroom etc. A mix of interactive and static approach was designed
for a one month duration. Ist phase was interactive branding where the product was
displayed with the presence promoters to capture leads and explain details of the product
and 2nd phase was static branding to increase product visibility. There was scope of leaflet
distribution, standee and tent card branding at each table. (promoters were not allowed to
go inside and talk to customers and hence the time the customer spent in the caf? is
irrelevant ? so this has to be changed accordingly)
Results so far :
The campaign was a success as the objective of connecting with the TG and increased
awareness and product display through an experiential medium was achieved. A huge
number of consumers enquired about the Bikes at cafes and showed curiosity on the
product features as well. Some of them were keen on receiving a discount on purchase
being a Caf? Coffee Day loyalist. To quantify the campaign, 7200 leads were generated
from 35 cafes in 30 days, which aggregates to approx. 6 leads a day. The queries generated
were much higher in no. Caf? Coffee Day had directed all customer queries to respective
dealers for conversions.
Bajaj Pulsar is a product in growth stage in Rajkot. Explain the strategies for managing
growth with respect to the given case.
Construct a CBBE Model for Caf? Coffee Day with respect to the given case.
14
07
07
OR
FirstRanker.com - FirstRanker's Choice
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 4? EXAMINATION ? SUMMER 2018
Subject Code: 2840101 Date: 28/05/2018
Subject Name: Product & Brand Management
Time: 02:30 PM To 05:30 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 Multiple Choice Question 06
1.
___________ is a measure of the good's anticipated operating life under stressful or natural
conditions and is also a valued feature of certain products.
A. Reliability B. Reparability
C. Durability D. None of the above
2.
In PLC stages, stage in which sales and profits declines is called
A. Decline stage B. Less improved stage
C. Product maturity stage D Non-innovative stage
3.
_______is the set of all brands and brand lines a particular firm offers for sale to buyers in a
particular category.
A. Brand Depth B. Brand Awareness
C. Brand Portfolio D. Brand Data
4.
In a specific strategic market plan, a profit center that is self-supporting in terms of sales,
markets, production, and other resources is known as
A. Strategic Business Unit B. Small Business Unit
C. Profit Unit D. Marketing Unit
5. The functional risk of brand is related to __________.
A. Price B. Performance
C. Social Image D. Self concept
6. Competitors in growth stage of product life cycle are
A. Few B. Stable but declining
C. Growing in number D. Declining
Q.1 (b) Define the following Terms :
1.Core Competency
2. Flanker Brands
3. Brand Equity
4. Gestation Period
04
Q.1 (c) Explain the impact of technology on Branding strategies. 04
Q.2 (a) Explain Melvin Copeland?s Product Classification. 07
(b) There are only two basic sources of competitive advantage ? cost leadership and
differentiation. Elaborate the statement.
07
OR
(b) Is it reasonable to try and use PLC for predicting specific outcomes? Yes or No?
Justify your answer.
07
Q.3 (a) Explain Crawford?s Product Innovation Charter.
07
(b) ?Cadbury Celebrations? ? a much appreciated package by consumers. Evaluate the
importance of Packaging as a Brand Element.
07
OR
Q.3 (a) Summarize the major limitations of Test Marketing.
07
(b) Explain the steps of Brand Audit.
07
Q.4 (a) How can you leverage secondary Brand Associations to build Brand Equity?
07
(b) Explain Brand Value Chain steps.
07
OR
Q.4 (a) Explain the elements of Brand Equity management system.
07
(b) List any 3 qualitative research techniques.
07
Q.5
a)
b)
A Lot Happens Over Coffee!
More than thirteen inspirational years of being the place where millions of people have
spent some of the most special moments of their lives, Caf? Coffee Day, India?s largest
retail chain of coffee caf?s, continues to become an essential part of people?s lifestyle. Caf?
Coffee Day thrives to reach out to its consumers in the most innovative and effective way.
As Marketing has gone beyond conventions, Caf? Coffee Day realized that they are among
the few reaching out to millions of consumers when they are at their relaxed best and not on
the go. With 932 cafes across the length and the breadth of the country, it?s fair to say that
CCD can reach out and connect to the maximum number of people across distances for a
brand communication need. With this reach, the caf? giant is also the largest aggregator of
youth in the country and is the most loved hangout for the young and young at heart.
Bajaj Pulsar was looking at an innovative medium to increase brand awareness and product
display among TG which couldn?t have been achieved through obvious options like Malls,
High Street areas etc. The rest as we call it is history.
Approach and Activity :
A strategic approach to the campaign was designed by Caf? Coffee day as per the
requirement by Bajaj. The first step was in identifying the markets and cafes and the
approach for communication thereafter. 13 cities and 189 cafes were identified for this
campaign based on location, profile of consumers at the caf?, no. walk ins at the caf?,
closeness to Bajaj showroom etc. A mix of interactive and static approach was designed
for a one month duration. Ist phase was interactive branding where the product was
displayed with the presence promoters to capture leads and explain details of the product
and 2nd phase was static branding to increase product visibility. There was scope of leaflet
distribution, standee and tent card branding at each table. (promoters were not allowed to
go inside and talk to customers and hence the time the customer spent in the caf? is
irrelevant ? so this has to be changed accordingly)
Results so far :
The campaign was a success as the objective of connecting with the TG and increased
awareness and product display through an experiential medium was achieved. A huge
number of consumers enquired about the Bikes at cafes and showed curiosity on the
product features as well. Some of them were keen on receiving a discount on purchase
being a Caf? Coffee Day loyalist. To quantify the campaign, 7200 leads were generated
from 35 cafes in 30 days, which aggregates to approx. 6 leads a day. The queries generated
were much higher in no. Caf? Coffee Day had directed all customer queries to respective
dealers for conversions.
Bajaj Pulsar is a product in growth stage in Rajkot. Explain the strategies for managing
growth with respect to the given case.
Construct a CBBE Model for Caf? Coffee Day with respect to the given case.
14
07
07
OR
Q.5
a)
b)
NAPIER ? A CITY RE-BORN AND RE-IMAGED
Napier, on the mid east coast of New Zealand?s North Island is, literally, a born-again
destination. On February 3rd 1931 the business centre of the seaport town was razed by a
magnitude 7.8 earthquake and by the devastation of the fire that followed. Almost every
building was destroyed and the force of the quake raised the seabed by two metres, thereby
providing the town with an additional 7,900 acres of land upon which to rebuild. So
determined were Napierians and the New Zealand government to rebuild that the majority
of reconstruction was completed in two years. Ironically, it helped that the world was in the
grip of the Great Depression and that labour was plentiful and cheap. The speed of the
rebuild not only helped the region to get back on its feet quickly, but most of the resultant
architecture encapsulated a new art style, which at the time was simply called ?moderne?,
but since 1967 has become more evocatively known as ?Art Deco?.
It was a style that epitomises the Jazz age, when the optimism and confidence of the early
20th century was at its peak. Think of the Great Gatsby and you have Art Deco. The new
Napier re-emerged as a local reflection of the world-wide movement, which had evolved
from the earlier Art Nouveau and Arts and Crafts styles, and which moved on to the much
less stylish ?International? style later in the late 1930s. Other styles fashionable at the time
were also adopted ? Spanish Mission and Stripped and Classical, and one local architect
adopted many elements from the buildings of the American architect Frank Lloyd Wright,
who is now a cult figure world-wide.
For the people of Napier at the time it was simply the latest architectural styles and for the
next 50 years most locals grew-up with their CBD architecture and, no doubt, viewed it as
something rather quirky and even a bit old fashioned. Fast forward to the early 1980s when
the city was visited by an OECD architectural delegation. The local officials showed them
the three Victorian and Edwardian buildings in the CBD that had survived the earthquake,
but they were surprised that the group was more interested in the early 1930s architecture.
They had recognized something in sleepy Napier that most locals had either never thought
about or took for granted. The increasing world-wide interest in Art Deco in the 1980s
spawned a new image and a tourism focus for the city almost overnight. To support their
newfound awareness and image, a few progressive Napierians established the Art Deco
Trust in 1985. Starting small, the Trust has grown to four full time and five part time staff
members, underpinned by a veritable army of enthusiastic volunteers.
The Trust operates the Art Deco shop and Visitor Centre on the waterfront and the band of
volunteers host daily one and two hour walking tours of the city architecture. The City
Council gives an annual grant but the funds generated from the merchandising and the tour
fees make the trust almost self-sufficient. In February every year thousands of New
Zealanders and Australians, as well as people from around the world descend upon Napier
for the Art Deco Weekend. A winter deco weekend is also held during July. For the rest of
the year, Napier?s Art deco reputation attracts a steady flow of visitors from around the
world, enthralled by the time capsule of impeccably preserved and restored buildings that
line its streets. Napier?s brand is distinctive, authentic, appealing and sustainable, but if not
for that OECD visit 30 years ago it may have remained just a quiet seaside location on the
edge of the world.
Napier ? as a tourist Brand was famous, which fell down and is re-born. Explain
Brand Revitalization Strategies with reference to this.
Assume that you are the President of Art Deco Trust in Napier. What steps would
you incorporate in its administration to manage the tourist flow in a better way?
14
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This post was last modified on 19 February 2020