Download PTU (I.K. Gujral Punjab Technical University Jalandhar (IKGPTU) ) MBA (Master of Business Administration) 2020 March 4th Sem 74422 Product & Brand Management Previous Question Paper
Roll No. Total No. of Pages : 03
Total No. of Questions : 09
MBA (Executive) (Sem.?4)
PRODUCT & BRAND MANAGEMENT
Subject Code : MBX-915
M.Code : 74422
Time : 3 Hrs. Max. Marks : 60
INSTRUCTIONS TO CANDIDATES :
1. SECTION-A contains TEN questions carrying TWO marks each and students has
to attempt any EIGHT questions.
2. SECTIONS-B consists of SEVEN questions each carrying SEVEN marks each
and student has to attempt any FIVE questions.
3. SECTION-C is consist of ONE Case Study carrying NINE marks.
SECTION-A
1. Answer briefly :
a) What is a product? Classify products based on various criteria.
b) Differentiate between Blind and Identified tests.
c) Discuss in brief the role of brands.
d) What is brand perception and how it is evaluated?
e) Why do brand extensions fail?
f) Define the term ?Product Promotion?.
g) Why brand repositioning is needed? Explain with an example.
h) Explain the dimensions of new product success.
i) Is brand loyalty more than simple repurchasing?
j) Give a brief note on ?tests for industrial goods?.
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1 | M-74422 (S108)-2650
Roll No. Total No. of Pages : 03
Total No. of Questions : 09
MBA (Executive) (Sem.?4)
PRODUCT & BRAND MANAGEMENT
Subject Code : MBX-915
M.Code : 74422
Time : 3 Hrs. Max. Marks : 60
INSTRUCTIONS TO CANDIDATES :
1. SECTION-A contains TEN questions carrying TWO marks each and students has
to attempt any EIGHT questions.
2. SECTIONS-B consists of SEVEN questions each carrying SEVEN marks each
and student has to attempt any FIVE questions.
3. SECTION-C is consist of ONE Case Study carrying NINE marks.
SECTION-A
1. Answer briefly :
a) What is a product? Classify products based on various criteria.
b) Differentiate between Blind and Identified tests.
c) Discuss in brief the role of brands.
d) What is brand perception and how it is evaluated?
e) Why do brand extensions fail?
f) Define the term ?Product Promotion?.
g) Why brand repositioning is needed? Explain with an example.
h) Explain the dimensions of new product success.
i) Is brand loyalty more than simple repurchasing?
j) Give a brief note on ?tests for industrial goods?.
2 | M-74422 (S108)-2650
SECTION-B
2) Discuss the concept of product life cycle (PLC). Comment on PLC as an aid to new
product development planning strategies.
3) ?Concept testing and product testing both play an important role in the new product
innovation process?. Do you agree with this statement? Comment.
4) Write detailed notes on :
a) Forecasting and building inventory
b) Price pressures and market share
5) ?Creating and maintaining awareness of products and services is one of the biggest
challenges that small businesses must overcome to achieve success?. Elaborate by
discussing the concept of brand awareness and how it impacts the brand.
6) Write a detailed note on ?Creating value through brand associations?.
7) Explain the different types of brand extension strategies used by brand managers. Also
discuss the advantages of brand extension with suitable examples of Indian brands.
8) ?Reviving a brand is not just feasible; it may very well be a more attractive strategy than
launching a new brand?. Comment and discuss the various measures used for reviving a
brand.
SECTION-C
9) Read the case study and answer the following questions :
Mother Dairy Fruits & Vegetables, a company with a billion-dollar (Rs 4,200-crore)
turnover, has been a well-established player in NCR. known for products the firm has
been largest seller of milk in NCR. with 65% of the revenue being contributed by milk.
Amul entered Delhi market five years back and in 2011 with in a span on 4years it
defeated mother dairy in terms of market share. Amul procures fresh milk and packages
it. Mother dairy adds powder milk in its products to the tune of 40%. This spoil the taste
of the product. Also, Amul is credited with more awareness and knowledge about its
products amongst consumers. Amul is a leader in the ice cream segment of the country.
Their capacity to develop products and gain market leadership helped them gain
substantial share in the NCR region in the milk segment raising question marks on the
brand equity of the company. Mother Dairy has been market leader in NCR for 35 years.
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1 | M-74422 (S108)-2650
Roll No. Total No. of Pages : 03
Total No. of Questions : 09
MBA (Executive) (Sem.?4)
PRODUCT & BRAND MANAGEMENT
Subject Code : MBX-915
M.Code : 74422
Time : 3 Hrs. Max. Marks : 60
INSTRUCTIONS TO CANDIDATES :
1. SECTION-A contains TEN questions carrying TWO marks each and students has
to attempt any EIGHT questions.
2. SECTIONS-B consists of SEVEN questions each carrying SEVEN marks each
and student has to attempt any FIVE questions.
3. SECTION-C is consist of ONE Case Study carrying NINE marks.
SECTION-A
1. Answer briefly :
a) What is a product? Classify products based on various criteria.
b) Differentiate between Blind and Identified tests.
c) Discuss in brief the role of brands.
d) What is brand perception and how it is evaluated?
e) Why do brand extensions fail?
f) Define the term ?Product Promotion?.
g) Why brand repositioning is needed? Explain with an example.
h) Explain the dimensions of new product success.
i) Is brand loyalty more than simple repurchasing?
j) Give a brief note on ?tests for industrial goods?.
2 | M-74422 (S108)-2650
SECTION-B
2) Discuss the concept of product life cycle (PLC). Comment on PLC as an aid to new
product development planning strategies.
3) ?Concept testing and product testing both play an important role in the new product
innovation process?. Do you agree with this statement? Comment.
4) Write detailed notes on :
a) Forecasting and building inventory
b) Price pressures and market share
5) ?Creating and maintaining awareness of products and services is one of the biggest
challenges that small businesses must overcome to achieve success?. Elaborate by
discussing the concept of brand awareness and how it impacts the brand.
6) Write a detailed note on ?Creating value through brand associations?.
7) Explain the different types of brand extension strategies used by brand managers. Also
discuss the advantages of brand extension with suitable examples of Indian brands.
8) ?Reviving a brand is not just feasible; it may very well be a more attractive strategy than
launching a new brand?. Comment and discuss the various measures used for reviving a
brand.
SECTION-C
9) Read the case study and answer the following questions :
Mother Dairy Fruits & Vegetables, a company with a billion-dollar (Rs 4,200-crore)
turnover, has been a well-established player in NCR. known for products the firm has
been largest seller of milk in NCR. with 65% of the revenue being contributed by milk.
Amul entered Delhi market five years back and in 2011 with in a span on 4years it
defeated mother dairy in terms of market share. Amul procures fresh milk and packages
it. Mother dairy adds powder milk in its products to the tune of 40%. This spoil the taste
of the product. Also, Amul is credited with more awareness and knowledge about its
products amongst consumers. Amul is a leader in the ice cream segment of the country.
Their capacity to develop products and gain market leadership helped them gain
substantial share in the NCR region in the milk segment raising question marks on the
brand equity of the company. Mother Dairy has been market leader in NCR for 35 years.
3 | M-74422 (S108)-2650
Losing ground to Amul in 2011 in the milk segment is forcing company to rethink its
strategy. They plan to increase their capacity and also expand procurement of the milk.
One of the regions why consumer shifted to Amul has been difference in the taste of the
milk. Amul milk is fresh where as a portion of mother dairy milk is reconstituted. Mother
dairy sells through its own outlets and home delivery is not possible where as Amul used
channel and home delivery of the milk is possible. Mother dairy milk price has been less
than the price of Amul milk, still a huge number of mother dairy loyals moved to Amul.
Now Mother dairy is restructuring its strategy and systems to combat Amul.
Questions :
a. What would you suggest to Mother Dairy for its revitalization plan?
b. Develop brand identity model for Mother Dairy after collecting additional
information for the brand.
NOTE : Disclosure of Identity by writing Mobile No. or Making of passing request on any
page of Answer Sheet will lead to UMC against the Student.
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This post was last modified on 22 March 2020