--- Content provided by FirstRanker.com ---PRODUCT & BRAND MANAGEMENT
Subject Code : MBX-915
M.Code : 74422
Time : 3 Hrs. Max. Marks : 60
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.
SECTION-A
1. Answer briefly :
a) What is a product? Classify products based on various criteria.
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?.
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?.
1 | M-74422 (S108)-2650
Roll No. Total No. of Pages : 03
Total No. of Questions : 09
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
3. SECTION-C is consist of ONE Case Study carrying NINE marks.
SECTION-A
1. Answer briefly :
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?
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
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
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?.
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
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
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.
FirstRanker.com - FirstRanker's Choice
Roll No. Total No. of Pages : 03
Total No. of Questions : 09
MBA (Executive) (Sem.?4)
Subject Code : MBX-915
M.Code : 74422
Time : 3 Hrs. Max. Marks : 60
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.
SECTION-A
1. Answer briefly :
a) What is a product? Classify products based on various criteria.
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?.
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?.
SECTION-B
2) Discuss the concept of product life cycle (PLC). Comment on PLC as an aid to new
product development planning strategies.
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
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
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.
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.
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.
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
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
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?
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.
Subject Code : MBX-915
M.Code : 74422
Time : 3 Hrs. Max. Marks : 60
--- Content provided by FirstRanker.com ---
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.
--- Content provided by FirstRanker.com ---
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.
--- Content provided by FirstRanker.com ---
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?.
--- Content provided by FirstRanker.com ---
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?.
--- Content provided by FirstRanker.com ---
FirstRanker.com - FirstRanker's Choice1 | M-74422 (S108)-2650
Roll No. Total No. of Pages : 03
Total No. of Questions : 09
--- Content provided by FirstRanker.com ---
MBA (Executive) (Sem.?4)PRODUCT & BRAND MANAGEMENT
Subject Code : MBX-915
M.Code : 74422
Time : 3 Hrs. Max. Marks : 60
--- Content provided by FirstRanker.com ---
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
--- Content provided by FirstRanker.com ---
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 :
--- Content provided by FirstRanker.com ---
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?
--- Content provided by FirstRanker.com ---
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?.
--- Content provided by FirstRanker.com ---
2 | M-74422 (S108)-2650
SECTION-B
2) Discuss the concept of product life cycle (PLC). Comment on PLC as an aid to new
--- Content provided by FirstRanker.com ---
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
--- Content provided by FirstRanker.com ---
b) Price pressures and market share5) ?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?.
--- Content provided by FirstRanker.com ---
7) Explain the different types of brand extension strategies used by brand managers. Alsodiscuss 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.
--- Content provided by FirstRanker.com ---
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
--- Content provided by FirstRanker.com ---
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
--- Content provided by FirstRanker.com ---
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.
FirstRanker.com - FirstRanker's Choice
--- Content provided by FirstRanker.com ---
1 | M-74422 (S108)-2650Roll No. Total No. of Pages : 03
Total No. of Questions : 09
MBA (Executive) (Sem.?4)
--- Content provided by FirstRanker.com ---
PRODUCT & BRAND MANAGEMENTSubject Code : MBX-915
M.Code : 74422
Time : 3 Hrs. Max. Marks : 60
--- Content provided by FirstRanker.com ---
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.
--- Content provided by FirstRanker.com ---
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.
--- Content provided by FirstRanker.com ---
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?.
--- Content provided by FirstRanker.com ---
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?.
--- Content provided by FirstRanker.com ---
2 | M-74422 (S108)-2650SECTION-B
2) Discuss the concept of product life cycle (PLC). Comment on PLC as an aid to new
product development planning strategies.
--- Content provided by FirstRanker.com ---
3) ?Concept testing and product testing both play an important role in the new productinnovation process?. Do you agree with this statement? Comment.
4) Write detailed notes on :
a) Forecasting and building inventory
b) Price pressures and market share
--- Content provided by FirstRanker.com ---
5) ?Creating and maintaining awareness of products and services is one of the biggestchallenges 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
--- Content provided by FirstRanker.com ---
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.
--- Content provided by FirstRanker.com ---
SECTION-C9) 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.
--- Content provided by FirstRanker.com ---
Amul entered Delhi market five years back and in 2011 with in a span on 4years itdefeated 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.
--- Content provided by FirstRanker.com ---
Their capacity to develop products and gain market leadership helped them gainsubstantial 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
--- Content provided by FirstRanker.com ---
Losing ground to Amul in 2011 in the milk segment is forcing company to rethink itsstrategy. 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
--- Content provided by FirstRanker.com ---
channel and home delivery of the milk is possible. Mother dairy milk price has been lessthan 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?
--- Content provided by FirstRanker.com ---
b. Develop brand identity model for Mother Dairy after collecting additionalinformation for the brand.
--- Content provided by FirstRanker.com ---
--- Content provided by FirstRanker.com ---
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.
--- Content provided by FirstRanker.com ---
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