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

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GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - II, SEMESTER IV-EXAMINATION

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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.

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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 07

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brand elements for building brand equity
(b) (1) List the difficulties of technology forecasting in new product 03
strategy
(ii) Briefly explain the Strategic Brand Management Process 04

OR

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(b) (1) Briefly explain any three strategies for competing through products 03
(ii) Discuss the concept of Ingredient branding with examples 04

Q.3 (a) Describe the BCG Matrix and explain its usefulness in managing 07
product portfolios
(b) Discuss the strategic issues affecting success and failure of new 07

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product development

OR

Q.3 (a) Describe and explain the Shell’s Directional Policy Matrix highlighting 07
its role in managing product portfolios
(b) Discuss Test Marketing as a major tool for the Commercialisation 07

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stage of the New Product Development Process

Q.4 (a) (1) Explain the offensive strategies of managing the mature product 03
(ii) Discuss the Brand Product Matrix with a relevant example 04
(b) Explain the process of choosing and establishing Points of Parity and 07
Points of Difference for Brand Positioning

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OR

Q.4 (a) (i) Identify and describe three alternative growth phase strategies 03
(ii) What are Brand Equity Charter and Brand Equity Reports? 04

Discuss the CBBE pyramid istRarikerwéms dimensionalPrstradkelcom

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of your choice from Brand Salience to Brand Resonance

Q.5 (a) Discuss the holistic methods of measuring Brand Value 07
(b) Briefly explain some of the Qualitative Techniques of measuring 07
sources of Brand Equity

OR

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Q.5 (a) Explain the process of Evaluating Brand Extension opportunities 07
(b) Discuss Brand Reinforcement as a strategy for managing brands over 07
time