Download BU (Bangalore University) MBA 4th Semester 2018 July Strategic Brand Management Question Paper

Download BU (Bangalore University) MBA (Master of Business Administration) 4th Semester 2018 July Strategic Brand Management Question Paper

Imlummm PG ? 602
IV Semester MBA. Degree Examination, July 2018
(CBCS Scheme) .
Management
4.3.1 : STRATEGIC BRAND MANAGEMENT
Time 2 3 Hours Max. Marks : 70
SECTION ? A
Answer any five of the following questions. Each question carries 5 marks. (5x5=25)
1. What role does consumer analysis play in designing a Product Strategy ?
2. What is meant by Brand Positioning ? Discuss its importance in terms of success
of any brand.
3. Explain the Kapferer Brand Identify Prism Model for understanding core value
of a Brand.
Discuss the different types of Brand Extensions.
Explain the various types of Brand Loyalty Programmes.
Explain with example Online Brand Promotion Strategy.
NFDf-?zh
Discuss the process of Brand Audit and Valuation.
SECTION ? B
Answer any three of the following questions. Each question carries 10 marks.
(33:10:30)
8. What are the limitations of BCG matrix that should be borne in mind while using
this analysis for strategic product Portfolio ? Explain by taking suitable example
for your choice.
9. Explain thesteps involved?in Strategic Brand Management process.
10. Explain the various methods for calculating Brand Equity.
11. Write short notes on :
1) Integrated Marketing Communication.
2) Customer Based Brand Equity.
P.T.O.

PG-602
12.
SECTION ? C (Compulsory)
Analyse the case and answer the questions given below :
Emami?s Navratna brand of cooling oil was launched in 1991. The company
took the old ?cooling oil? product concept and gave it a modern day benefit for
being ?Stress Buster?. There were no organized players in this segment and
Navratna oil was first to brand and mass market a cooling oil and to create an
unmatched presence. The mid-1990s saw actors Govinda and Rambha endorse
the brand through ?Thanda?Thanda, Cool-Cool" commercials, which got fairly
high media inputs. However, in 2004, Emami executives decided to lend stature
and salience to the brand and roped in superstar Amitabh Bachchan in the hope
that he would break geographical barriers for them and appeal to the classes and
masses. Thus, followed a commercial that had Bachchan talking into the camera
about how the ?cool? oil helped him counter stress and headaches in his days
of struggle. The company has continued to use celebrities to build the cooling
oil franchise and has met with tremendous success. Apart from clutter breaking
communication on the grand with apt use of celebrities, the company has been
engaged in a lot of breakthrough marketing initiatives on brand Navratnaa. One
such initiative was the introduction of Navratnaa Oil in sachets, which has not
only been a trial and volume generator but also a growth engine for the brand.
What was a neglected product category was pulled out of the woodworks and
given a modern stature and size through Emami?s marketing efforts. Not only
has the brand Navratna become the undisputed leader of the cooling oil matket
in North India, but the brand has also managed to break into a non traditional
market such as Andhra Pradesh through its high power advertising. The brand
Navratna almost helped revitalized and created Rs. 550 crore cooling oil market.
Quite rightfully the brand dominates this category, which was left for dead just
15 years ago.
Question :
1) Analyse the brand building efforts of Emami for Navratna brand of cooling
oil and suggest other innovative methods for building cooling oil brands in
Indian market.
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