INSTITUTE OF PUBLIC ENTERPRISE ZA

Sharnirpet Campus: Hyderabad-s00 I 0 I

POST GRADUATE PROGRAMMES
End Trimester Examinations: October 2023

Programme : PGPs Trimester : IV

Subject : Product & Brand Management Time : 2 Hours
Code : 23EM40l Max Marks : 30
Note: Answer all questions,

Section -I (6X1 :6 Marks)

o.No QUESTION BTL CO

Q. 1 Differentiate between homogeneous & heterogeneous shopping good. I

Q.2 Differentiate between core and basic product. I 1

Q.3 What is product line modernization? I

Q.4 What is association testing in brand name selection? I 2

Q.s Illustrate individual brand name strategy with an example? 2 2

Q.6 Illustrate aided awareness with an example? 2 2

Section - II (4X3=12Marks)

o.No QUESTION BTL CO

Q.7a Identify three common PLC pattern with examples from industry a
J l

OR

Q.7b "Maturity stage of PLC is the critical stage for product revival & re- a
J I
introduction" Justify the statement rvith example of Colgate?
Q. 8a
Comment on the repositioning of "Milkmaid" in Indian market. 4 2
OR
Analyze any three brand challenges and opportunities with example?
Q.8b 4 2

Q.9a Differentiate between brand attributes & brand benefits with example? 4 2

OR

Q.eb "Brand is the most enduring asset of an organization." Comment. 4 2

Q. l0a "Cadbury Diary Milk reflecting the emotional branding through its J J
communication & promotion." Do you agree? Justifv your answer.
OR

a. 10b Differentiate between brand revitalization & reinforcement with the help of 3 3
relevant examples from industry.

Page L of2
Section - III (2X6 = 12 Marks)

o.No UESTION BTL CO

Q. lla Determine Brand Building Process for the following Brands: 5 3

(a) McDonald (b) AMUL

OR

Q. llb A leading cosmetics company is wanting to extend its brand in the 5

a
J
packaged food business. Suggest requisite strategies for successful Brand
extension.

Q. l2a The power of brand lies in what resides in the mind and heart of consumers. 5 2
Justify this with CBBE model of brand equity?
OR

Q. l2b Mothei dairy Fruits & Vegetables, a company with a billion-dollar (Rs 5 2
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 markpt share. Amul procures fresh milk and packages it.
Mother dairy adds powder milk in its products to the tune of 409lo. This
spoils 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. Losing ground to Amul in 2011 in
the milk segment is forcing company to rethink its strategy; They plan to
increase their capacity and 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 whereas 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 loyal moved to
Amul. Now Mother dairy is restructuring its strategy and systems to
combat Amul.
Q1. What would you suggest Mother diary to reframe its brand image in
the target market?
Q2. Design & develop an appropriate positioning strategy for Mother
diary?
 INSTITUTE OF PUBLIC ENTERPRISE
Shamirpet Campus: Hyderabad-500 1 0 I

POST GRADUATE PROGRAMMES

End Trimester Examinations: December 2022

Programme : PGPs Trimester : IV

= Subject : Product and Brand Management Time : 2 Houri
Code : 22EMl Max Marks : 30

Note: Answer all questions,

Section -I (6X1:6 Marks) .'

o.No OUESTION BTL CO

Q.r Commodity

Q.2 Test Marketing I

Q.3 Expected Product 1

Q.4 Emotional Benefits I

Q.s Brand Decay I

Q.6 Laggards I

Section No: II (4X3=12Marks)

o.No OUBSTION BTL CO

Q.7a Differentiate using examples - Specialty goods and Shopping goods. 4 1&3

OR
Briefly discuss the connection and impact of brand personality on
2 t&3
Q. 7b advertisement campaigns run by businesses, give three suitable examples.
Discuss using a suitable example how the OTT platforms apply the process of 1&3
Q.8a 4
New Product Development.
OR
Explain how different brands use the PoP and PoD strategies to market their
Q. 8b 2 2&3
products/services. Give three suitable examples.
Discuss the disadvantages of Brand Extension, give suitable examples on how
Q.9a 4 2&3
companies failed in using brand extension as a strategic tool.

OR
Discuss about the sources of Brand Equity and different ate between Brand
Qeb 4 2&3
image and Brand awareness. Illustrate your answer with su table example.
Discuss about the customer adoption patterns of the PLC using suitable 1
Q. lOa 2
examoles-

Pase I of2
 OR
Highlight the importance of following elements in building a Brand:
. Brand Symbol
Q. lOb
o Brand Language t co2
. packaging
. ' Slogans

Section - III (2X6 = 12 Marks)

o.No OUESTION I BTL co

Explain the concept of "Brand Equity". Create a CBBE model of any brand
Q. lla ofyour choice.
6 2&3

OR
Design a Product-Brand Matrix for any brand of your choice and suggest a
Q. llb future strategy using the Ansoff matrix.
6 2&3

Explain the brand elements of the following:

Q. l2a a. KFC 5 2&3
b. APPLE
OR
Suggest survival and repositioning strategies for any brand ofyour choice
Q. 12b which is at its maturity in the PLC.
5 l&3

Page2 of2
Subject Name A029507-IPE2-Product and Brand Management
Subject Code 20408-A029507
Marks
Section
Questions Questions to be Answered Per
Name
Question
Question
Section I Answer ALL Questions
Label
Section I 1 Q2665596 Briefly discuss the concept of Brand Recall. 1
Section I 2 Q2665597 What do you understand by Umbrella Branding? 1
Section I 3 Q2665598 Explain the concept of Exemplars? 1
Section I 4 Q2665599 Define unsought goods with the help of an example. 1
Section I 5 Q2665600 Discuss the concept of product width. 1
Section I 6 Q2665601 What is a drop error? 1
Section II Answer ANY FOUR Questions
Suggest some innovative and new after-marketing
Section II 1 Q2665602
strategies for a two-wheeler company.
What is the relevance of 3 Ds in Point of Difference in
Section II 2 Q2665603 3
Brand positioning?
Explain with the help of examples up-market stretch and
Section II 3 Q2665604 3
down-market stretch.
Which type of test marketing technique can be employed
Section II 4 Q2665605 3
by a FMCG company and why?
Sports marketing have become highly sophisticated in
Section II 5 Q2665606 recent years. Explain with the help of examples how 3
branding has influenced sports in India?
With the growing information proliferation, marketers are
finding it difficult to connect with the consumers through
Section II 6 Q2665607 3
branding. What are the different challenges associated
with branding?
Section II 7 Q2665608 What are the six criteria for brand elements? 3
Develop three concepts for a company trying to launch a
Section II 8 Q2665609 3
new smart-watch in the market.
Section III Answer ANY TWO Questions
Apply the concept of brand resonance pyramid on a
Section III 1 Q2665610 6
company of your choice.
At first, some German car manufactures resisted adding
cup holders, believing that car purists would not want such
distractions in their car. But this became a “must have” for
Section III 2 Q2665611 6
many and they eventually had to add them. Why German
cars added the cup holders? And explain the concept
behind this particular issue.
Section III 3 Q2665612 Explain the concept of Brand Hierarchy in detail. 6
Explain the pros and cons for a company if they opt for a
Section III 4 Q2665613 6
Corporate branding strategy.
 INSTITUTE OF PUBLIC ENTERPRISE
. Shamirpet Campus : Hyderabad_500101

POST GRADUATE PROGRAMMES

End Trimester Examinations : Oct 2019

: PGP's
Programme Trimester : lV

subject : Product and Brand Management rime : 2 hours

Code : 19407 Max Marks : 30
Note: Answer all questions,

section -l short Notes (6 x 1 = 6 marks)

Q '1) Answer the following. The answer should not exceed 40 words.

a) Brand Recall
b) Umbrella Brand
c) Brand Associations
d) Product Depth
e) Brand Extension
0 Specialty Goods

Section -ll The answer should not exceed 200 words. (4 x 3 = 12 marks)

Q 2 a) What is meant by test marketing? Explain the different approaches for test
marketing.
OR
b) Explain Point of Parity and Point of Difference in Brand positioning with suitable
examples.

Q 3 a) Explain in detail with the help of relevant examples the following strategic tools:
1. Brand-product matrix
2. Brand Hierarchy
OR
b) Products can be classified into Consumer goods and lndustrial goods. Explain in
detail different types of goods in both the categories.

Q 4 a) What is Personalized Marketing? Explain in detail the different components of

. Personalized Marketing.
OR
b) The marketer needs to address five product levels. Each level adds more
customer value, and together the five constitute a customer-value hierarchy.
What do you understand by product levels and explain each level with the help of
examples.

Q 5 a) What do you understand by Brand Extension? Explain the pros and cons for a
company if they opt for a Brand Extension strategy.
OR
 b) One useful way to understand the new product or brand introduction is through
Ansoff's growth matrix. Explain all the segments of the matrix with the help of
examples.

Section - lll Essay question (2x6=12marks)

Q 6 a) What do you understand by Brand Elements? Explain in detail the different

criteria for choosing the Brand Elements with the help of examples.
OR
b) A product manager needs to make decisions related to the company's product
mix. What are the different product mix decisions? Elucidate with the help of
examples.
.
Q 7 a) A company's positioning and dlfferentiation strategy must change according to
the product life cycle (PLC). Explain the characteristics of every stage of PLC
along with the different strategies a company can adopt in each stage.
OR
b) What is concept development? Develop three concepts for a company trying to
launch a new smart-watch in the market.