Download GTU MBA 2015 Winter 4th Sem Product And Brand Management Question Paper

Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2015 Winter 4th Sem Product And Brand Management Previous Question Paper

1/2
Seat No.: ________ Enrolment No.______________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ?II, SEMESTER IV ?EXAMINATION
Subject code: 2840101 Date: 02/12/2015
Subject Name: Product and 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 (a) List and explain with examples the seven stage Product Life Cycle

07
(b) Discuss the various stages of the New Product Development Process 07

Q.2 (a) Discuss with examples the six choice criteria for choosing various
brand elements for building brand equity

07
(b) (i) List the difficulties of technology forecasting in new product
strategy

(ii)Briefly explain the Strategic Brand Management Process
03


04

OR


(b) (i) Briefly explain any three strategies for competing through products

(ii) Discuss the concept of Ingredient branding with examples
03

04

Q.3 (a) Describe the BCG Matrix and explain its usefulness in managing
product portfolios

07
(b) Discuss the strategic issues affecting success and failure of new
product development
07
OR


Q.3 (a) Describe and explain the Shell?s Directional Policy Matrix highlighting
its role in managing product portfolios

07
(b) Discuss Test Marketing as a major tool for the Commercialisation
stage of the New Product Development Process
07

Q.4 (a) (i) Explain the offensive strategies of managing the mature product

(ii) Discuss the Brand Product Matrix with a relevant example

03

04
(b) Explain the process of choosing and establishing Points of Parity and
Points of Difference for Brand Positioning
07
OR
Q.4 (a) (i)Identify and describe three alternative growth phase strategies

(ii)What are Brand Equity Charter and Brand Equity Reports?

03

04
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1/2
Seat No.: ________ Enrolment No.______________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ?II, SEMESTER IV ?EXAMINATION
Subject code: 2840101 Date: 02/12/2015
Subject Name: Product and 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 (a) List and explain with examples the seven stage Product Life Cycle

07
(b) Discuss the various stages of the New Product Development Process 07

Q.2 (a) Discuss with examples the six choice criteria for choosing various
brand elements for building brand equity

07
(b) (i) List the difficulties of technology forecasting in new product
strategy

(ii)Briefly explain the Strategic Brand Management Process
03


04

OR


(b) (i) Briefly explain any three strategies for competing through products

(ii) Discuss the concept of Ingredient branding with examples
03

04

Q.3 (a) Describe the BCG Matrix and explain its usefulness in managing
product portfolios

07
(b) Discuss the strategic issues affecting success and failure of new
product development
07
OR


Q.3 (a) Describe and explain the Shell?s Directional Policy Matrix highlighting
its role in managing product portfolios

07
(b) Discuss Test Marketing as a major tool for the Commercialisation
stage of the New Product Development Process
07

Q.4 (a) (i) Explain the offensive strategies of managing the mature product

(ii) Discuss the Brand Product Matrix with a relevant example

03

04
(b) Explain the process of choosing and establishing Points of Parity and
Points of Difference for Brand Positioning
07
OR
Q.4 (a) (i)Identify and describe three alternative growth phase strategies

(ii)What are Brand Equity Charter and Brand Equity Reports?

03

04
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(b) Based on the CBBE model discuss the various dimensions of any brand
of your choice from Brand Salience to Brand Resonance
07

Q.5 (a) Discuss the holistic methods of measuring Brand Value

07
(b) Briefly explain some of the Qualitative Techniques of measuring
sources of Brand Equity
07
OR


Q.5 (a) Explain the process of Evaluating Brand Extension opportunities

07
(b) Discuss Brand Reinforcement as a strategy for managing brands over
time
07


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