SELF GYAN WHATSAPP

9699784305

MMPM 03
PRODUCT AND BRAND MANAGEMENT
 TABLE OF
CONTENTS

01 LONG IMP QUESTIONS

02 EXTRA LONG QUESTIONS

03 VERY IMP SHORT NOTES

04 EXTRA SHORT NOTES

Copyright ©
All rights reserved. No part of this
publication may be reproduced, distributed,
or transmitted in any form or by any means,
including photocopying, recording, or other
electronic or mechanical methods, without
the prior written permission of the copy
right holder,

ये book के वल ignou एग्जाम की तैयारी कराने के

लिए जिससे काम से काम समय में जल्दी आप
तैयारी कर सके और अच्छे मार्क्स ला सकते इसमें
सबसे पहले सबसे इम्पोर्टेन्ट question उसके बाद
काम इम्पोर्टेन्ट question को वरीयता से लिया गया
है आपको बुक को सुरु से अच्छे से पढ़ना है। self
gyan

01
SELF GYAN

IInluces very important

questions only

fully focused for exam

Based on syllabus

Minimum preparation maximum

marks

Easy language

Easy to understand

100 percent result

correct solutions

High quality materials in books

only important questions

as a writer.self gyan
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

MMPM 03- Product and Brand Management

FIRST PRIORITY MOST IMPORTANT QUESTIONS
Answer any three questions from Section A out of 4. Section B is compulsory
Q1- Explain the concept of Product Life Cycle (PLC). Does the PLC take classical bell curve shape for
all the products ? Discuss giving suitable examples. How can the PLC be used as a guideline for
formulating marketing strategy.? (v v v v v imp)
ANS- concept of Product Life Cycle (PLC)- There are different schools of thought about the causality,
and utility of Product. Life Cycle concept in the marketing decision making. PLC concept is
remarkably enduring mainly because of the intuitive logical richness it derives from diffusion theory
of innovations, and theory of monopolistic competition.

Diffusion theory of innovations explains the process of new product adoption over period of time.
Both PLC and Diffusion curve are concerned with the changes in the adoption of products over time,
the cumulative diffusion curve and PLC curve exhibit considerable similarity. However there is a
difference in terms of the parameters used, PLC depicts absolute sales over time and the diffusion
curve relates cumulative percentage of potential consumers over time. Diffusion theory presents a
five-stage adoption process, starting from, innovators, early adopters, early majority, late majority,
and laggards. Monopolistic competition theory elaborates the behaviour of firms over the PLC.
Monopolistic competition describes a market situation where many firms are selling the product
that are similar, but not perfect substitutes for each other. In the initial stage the number of firms in
the business will be lower, many players would not enter the market due to risk involved in the new
product. Once the product acceptance is realized more firms would enter the market, this leads to
the growth in the market. During the maturity stage, the number of firms entering and number of
firms leaving the market would be more or less equal. On the decline, only those fir ms, which
choose to specialize, would stay in the market and others would leave the market. Monopolistic
Competition theory explains the variations in the number of firms in different stages of PLC.
Levels of PLC
PLC can be used to analyze different levels of product, a product category, a product form, a
product, and a. brand. Product Category is a very broad level, referring to the basic service or
product satisfying the need. Hence, product category exhibits a longest life cycle. Product forms
normally follow the standard PLC. Products may exhibit several variants, and brands can have
shorter or longer PLC. A few brands have very long PLC, for example Lifebouy, Lux, have seen
generations of consumers and on the other hand many brands have seen premature death also.
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

unplanned peak and the percentage of total population that is ever going to buy the product has
been reached. Volume (reflecting the number of customers, quantity purchased, and frequency of
purchase) is stable. At this stage it becomes difficult to maintain effective distribution, and price
competition is quite common.
Decline Stage
Changes in competitive activities, consumer preferences, product technology and other
environmental forces tend to lead to the decline of most mature products. If decline is for a product
and not brand, producers may withdraw from that product category. The typical reason for a
product decline is the entry of new products and decreased consumer interest in the specific
product. One of the few options left for keeping a brand alive is price reduction and other drastic
means that depress the profit margin and leads to product withdrawal Product decline occurs even
when most customers no longer buy the product, only few loyal customers remain. The latter
continue. buying the product inspite of no advertising or promotional compaign. The company may
decide to follow a `milking strategy' i.e., retain the product with meager marketing support as long
as it generates some sales. But this requires maintaining distribution of the product, which becomes
less profitable. The marketing implication often-presented for the various PLC stages, and
summarized Exhihit
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

PRODUCT LIFE CYCLE'AS A GUIDELINE FOR MARKETING STRATEGY

In considering the possible relationship between marketing strategy and the product's life cycle, one
should see whether companies should adopt their marketing efforts according to the product life
cycle or whether the firm's marketing strategy can change the course of the product life cycle. But
unfortunately most s t udies of the determinants of product sales are not concerned directly with
the product' s PLC. Knowledge of the product's stage in its life cycle gives useful but only pa:6zl input
for the design of product's marketing strategy. Recommendations have frequently been made
concerning the type and level of advertising, pricing, distribution, and other product/marketing
activities required at each of the product life cycle stages. Some of the more common
recommendations are discussed below but should be viewed as hypotheses, and not facts or
normative prescriptions.
ADVERTISING :
In the introductory stage, advertising informs customers about the existence, advantages, and uses
of new products. During the growth stage -advertising stresses the merits of the products in
comparison to competing product. In the maturity phase, advertising attempts to create impressions
of product differentiation. It appeals to pride and non-economic utilities. Massive advertising
campaigns attempt to attract attention. Finally in the decline stage, the percentage of sales going
into advertising decreases.
PRODUCT CHANGES:
Product changes to be made at each stage of the product life cycle are as follows: Introduction: new
product; Growth: product modification; Maturity: product modification and differentiation;
Saturation: product modification, differentiation and diversification; and Decline: product
diversification. When a product is introduced in a single version (accompanied by, various product
problems and "buys"), at the growth stage, the product is improved. While at the maturity stage
new versions are introduced. At the decline stage, stripped down versions are introduced.
PRICING :
Price is usually believed to be high at the introductory period and to decline with the product life
cycle stages, as it becomes an increasingly important competitive weapon, especially at the later
stages of growth, maturity and decline stages. Although price-cutting is quite common in many
industries as the product matures (e.g.: Reduction in prices of pocket calculators and digital watches
over a period of just a few years in the early seventies), many managers prefer to engage in non-
price competition. Price cutting in the saturation stage although common, is far less important than
changes in the product, promotion, and distribution policies. In determining the product's price
strategy, not only the introductory price should be considered, but also what the next move might
be, given alternative competitive actions. A relatively low introductory price should not be ruled out
automatically but should be fully examined.
DISTRIBUTION :
Initial distribution is believed to be spotty and to reach its full coverage at the growth stage, when
retail outlets are seeking the product. At the maturity stage, retail outlets are the first to suffer from
changes in consumer purchase patterns; hence manufacturers may start losing outlets. At th6 same
time, efforts are made by manufacturers to establish new methods of distribution (bypassing, the
wholesales, for instance) and new outlets (direct mail, for example).
The above attempts to prescribe a marketing strategy and guide the allocation of marketing
resources over the stages of a product's life cycle .assumes that at any one stage of the PLC the firm
has only a single ` reasonable' marketing strategy it can flow. This is misleading as it constrains -
management's creativity in generating new marketing strategies and ignores differences among
products, markets and firms..
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Q2- What is brand equity ? Explain how brand equity generates value for the customers and firms.
Discuss it in the context of any two brands of consumer durables you are aware of.? (v v v v v imp)
ANS- THE CONCEPT OF BRAND EQUITY-
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

market. Further, just creating awareness for recognition or recall is not sufficient, the effort should
be focused on creating awareness that consumers remember and recall for right reasons and not
other wise.

PERCEIVED QUALITY
Perceived quality is the overall judgement about the quality of the product. It is the bottom-line
measure of the impact of brand identity. Quality perceptions cannot be sustained unless the claims
are true and substantive. For creating a high quality product and in turn high-quality perception, the
marketer has to understand what quality means to the consumer segments, and what are the
supportive elements like culture, proc.& %, etc. Perceived quality may differ from that of technical
or functional performance of a product. Perceived quality is built over a period of time, if the claims
and functional qualities as desired by the consumers are matching, then the quality perception of
the product is reinforced. If the claims and functional performances were different the quality
perception among the consumers would be eroded., Apart from the claims about the product, the
company also vouches for quality. If the consumers have a past perceived quality image it takes
considerable time and effort to change that; for example, before World-War 11 the Japanese
products were consider to be of poor and cheap. It has been slowly and steadily altered to high
quality products over a period of time by sustained effort by really offering functionally superior
products and the associated claims made by the companies.
Second, a company may be achieving quality on a dimension that consumers do not consider
important. When Zenith offered cold water flow from a tap on the door of a refrigerator on the
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

press of a pedal consumers did not recognize any benefit from it. This model never made it big. 48
Decisions Third, consumers rely on one or two cues that they associate with quality. Thus it is
important to understand the little things that they use as a basis for making a judgement of quality.
If people kick the car tyres to judge its sturdiness, then the tyres have to be sturdy. Fourth, because
consumers may not know how best to judge quality a metaphor or visual image can help them to
see the context correctly e.g., For the first time diamond buyers it should be indicated that quality is
not reflected by price tags or carat claims.
BRAND LOYALTY
Brand loyalty is a. key consideration when placing a value on a brand that is to be bought or sold,
because a highly loyal customer base can be expected to generate a very predictable sales and profit
stream. It is less costly to retain customers than to attract newer ones. Enticing new customers is a
mistake while neglecting existing ones. The loyalty acts as an entry barrier to competitors. Loyalty
segmentation provides strategic and tactical insights that will assist in building strong brands. A
market can usually be divided into the following groups: Non customers (those who buy other
brands), price switchers (price sensitive people), the passively loyal (those who buyout of habit not
reason), fence sitters (indifferent between two or more brands) and the committed. To improve the
brands loyalty profile: Increase the number of customers who are not price switchers, strengthen
the fence sitter's and those with committed ties to the brand, and increase the number who would
pay more (or endure some inconvenience) to use the brand or service. The passively loyal are often
neglected, which is wrong. Distribution gaps should be avoided or brand switching may occur. The
committed or loyal customers are retained at any cost or else they are enticed away by competitor if
the performance of the product or service is not improved.. Hence, firms should avoid directing
resources from the loyal core to the non- customers and price switchers. To increase the brand
loyalty, companies often resort to frequent buyer; programmers, volume discounts, discounts on
wrappers, even some companies do form user clubs and provide special offers to the members. For
example, AKAI has recently started customer service club, TELCO has started a TATA Sierra owners
club.
BRAND ASSOCIATIONS
The brand equity is mainly derived from the associations that consumers make about and around
the brand. The associations might range from attributes, symbols, music, celebrities and so on.
Brand associations are largely driven by the brand identity-which is what the company wants the
brands to stand for in the minds of consumers. Some of the examples are the Boost advertisements
use Sachin Tendulkar as the spokesperson, endorsing that Boost is the secret of his energy, The
background music in Liril advertisement, leading Bollywood actresses endorsing for Lux, the logo of
Bajaj. Brand equity could help in building competitive advantage for the company. For example:

BRAND EQUITY MEASUREMENTS

Young and Rubicam (Y &R), a major advertising agency, developed. Brand Asset Valuator, for
measuring the brand equity across products. The main parameters used in the evaluation are:
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

BRAND EQUITY TEN

Ten measures were chosen using the four criteria set forth earlier, and presented in five categories
in Table .
Table : Brand Equity Ten
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

1--Price Premium-
It is an indicator of how much the customer is willing to pay for the brand in comparison to another
brand offering very similar benefits. It is a measure of brand loyalty. However, the price premiums
could be affected by the brands used for comparison. Hence, in practice a set of competitive brands
is specified for comparison. Direct questioning like "How much more would you like to pay to buy a
packet of `Nescafe instead of ` Bru' ?" are used to elicit information from consumers. More reliable
and sensitive estimates of price premium can be obtained by the use of indirect trade off analysis
like conjoint analysis. Price premium is one important indicator because it directly captures brand
loyalty- of the consumers. This measure does suffer due to certain inadequacies like:
2-- Customer Satisfaction /Brand Loyalty
Willingness for repeat purchase and sticking to the same brand can be directly measured by
customer satisfaction. The range of questions are used to elicit satisfaction directly from the
consumers:
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Q4- Discuss the scope, relevance and significance of product management.? (v v v v v imp)
ANS- nature and scope of product management -
Product management includes a wide range of diverse functions. The firms bread and butter comes
from the sales of its products. The firm may develop and offer a number of products in various
dimensions (shape, size, pack, etc.) catering to different market segments. The success of such firms
will largely depend and decide on the market acceptability and positive market response for the
products.
Strategic planning of the product mix and setting objectives are the core functions of product
management. These includes plans for introducing new products, continuing or discontinuing a
product, phasing out a product. Ideally from the point of sound economic health of a firm it should
produce and promote those products that earn the highest rate of return on investment. Besides the
firm may also decide to offer certain low profit or no profit products in view of public interest. At
times the sale of a product with low returns on investment may be promoted as it may help to
promote the sales of other
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

PRODUCT MANAGER'S MANAGEMENT SYSTEM SCOPE

Product is central to the success of the firm. With rapid changes taking place in technology nature of
competition and consumer perceptions, product life cycles are becoming shorter in duration. It has
therefore become necessary for firms to review their product mix on a continuous basis in order to
achieve their growth objectives. As such one notices not only the proliferation of brands but also the
increasing need to manage products by using specialists. Product management satisfies a genuine
need in large multiproduct companies, divisions or other business where it is otherwise impossible
for marketing managers to plan and control closely the profitability of individual major products on a
continuing basis. Let us now proceed to answer the question, `What should be the role of the
product manager in the product management system?' Three common conceptions that exist are
that the product manager is:
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Q4- How does the GE Planning Grid differ from the BCG matrix in case of product portfolio
evaluation ? Explain giving suitable examples.? (v v v v v imp)
ANS- The BCG Growth-Share Matrix -
BCG Portfolio Analysis is based on the premise that majority of the companies carry out multiple
business / products / activities in a number of different product-market segments. Together these
different businesses form the Business Portfolio, which can be characterized by two parameters:
1-- Company's relative market share for the business, representing competitive position of the firm,
and
2-- The overall growth rate of the business.
The BCG model proposes that for each business activity within the corporate portfolio a separate
strategy must be developed depending on its location in a two-bytwo matrix of high and low
segments on each of the above mentioned axes. These parameters are discussed in detail below.
Relative Market Share is stressed on the assumption that the relative competitive position of the
company would determine the rate at which the business generates cash. An organisation. with a
higher relative share of the market compared to its competitors will have higher profit margins and
therefore higher cash flows. (This point of view can be debated, and will be discussed later. A high
market share per se may or may not be linked to high profitability or growth in future).
Relative Market Share is defined as the market share of the relevant business divided by the market
share of its largest competitor. Thus, if Company X has 10 per cent, Company Y has 20 per cent, and
Company Z has 60 per cent share of the market, then X's Relative Market Share is 1/6, Y's Relative
market Share is 1/3, and Z's Relative Market Share is 60/20 = 3. Company Z has Company Y as its
leading competitor, whereas Companies X and Y have Company Z as their leading competitor. The
selection of the Rate of Growth of the associated industry is based on the understanding that an
industrial segment with high growth rate would facilitate expansion of the operations of the
participating company. It will also be relatively easier for the company to increase its market share,
and have profitable investment opportunities. High growth rate business provides opportunities to
plough back earned cash into the business and further enhance the return on investment. The fast
growing business, however, demands more cash to finance its growth. If an industrial sector is not
growing, it would be more difficult for the participating company to have profitable investments in
that sector. In a slow growth business, increase in the market share of a company would generally
come from corresponding reduction in the competitor's market share.
The BCG matrix classifies the business activities along the vertical axis according to the 30 `Business
Growth Rate' (mean growth of the market for the product), and the `Relative
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Market Share' along the horizontal axis. The two axes are divided into Low and High sectors, so that
the BCG matrix is divided into four quadrants (refer to Figure ). Businesses falling into each of these
quadrants are classified with broadly different strategic categories, as explained below:
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

The BCG Growth-share matrix links the industry growth characteristic with the company' s
competitive strength (market share), and develops a visual display of the company's market
involvement, thereby indirectly indicating current resource deployment. (The sale to asset ratio is
generally stable o° e" time across industries). The underlying logic is that investment is required for `
growth while maintaining or building market share. But, while doing so, a strong competitive
business in an industry with low growth rate will provide surplus cash for development elsewhere in
the Corporation. Thus, growth uses cash whereas market competitive strength is a potential source
of cash. In terms of BCG classification, the cash position of various types of businesses can be
visualized as in Table

GE's STRATEGIC BUSINESS PLANNING GRID

General Electric (or McKinsey) matrix uses market attractiveness as not merely the growth rate of
sales of the product, but a a compound variable dependent on different factors influencing the
future profitability of the business sector. These different factors are either subjectively judged or
objectively computed on the basis of certain weights, to arrive at the Market Attractiveness Index.
The Index is thus based on a thorough environmental assessment influencing the sectoral
profitabilities.
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

The Market Attractiveness Index is then plotted along the vertical axis and divided into low, medium
and high sectors. Correspondingly, the Competitive Position is plotted along the Horizontal axis
divided into Strong, Average and Weak Segments. For each product in the portfolio, a circle denoting
the size of the market is shown in the 3x3 matrix grid while shaded portion corresponds to the
company's market share as shown in Figure.
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Q5- What is a product ? With the help of an example, explain the anatomy of a product..? (v v v v v
imp)
ANS- What is a product -
By and large all human beings irrespective of their economic status, social and cultural influences,
literacy levels would buy and use/consume various products during their lifetime thus deriving want
satisfaction in relation to their inherent and latent needs existing at a given point of time. We
purchase and use different kinds of products available in the market both tangible and intangible
and -satisfy ourselves by adoption. Having- agreed that products are indispensable to mankind. Lets
now look into what the term "product" means to the manufacturer. In simple terms products are
offered to earn revenue which is the bread and butter for the firm to survive and sustain. These
products offered to the. market by the manufacturer may or may not be in response to human
needs/wants. The issues relating to how effectively and efficiently the marketer manages his firms
products is out of the purview of this unit. However block 2 of this course is devoted on managing
products, 7 Basic Concepts Hitherto products were what firms manufactured and sold to the
consumer or end user. Such a traditional and conventional practice lead to a market condition called
the sellers market. On the contrary, today it's, a changed scenario and the focus is shifted towards
consumer orientation. Thereby offering products in response to the needs and wants of the
consumer. This metamorphosis also made the market condition change to buyers market. Thus the
meaning of product is constantly and continuously expanding.
A product means different things to different people for example purchase of car could be a basic
need for transportation for `X' while it could be a luxury or an expression of life style for `I'. Thus a
product is any tangible, intangible offering that might satisfy the needs or aspirations of a consumer.
Every marketer, at the stage of conception and while visulasing a product offering needs-to think of
it at three levels. First and foremost fundamental aspect, is the core benefit associated with the core
product which the consumer derives by adoption which also answers the question of why the buyer
should buy, it. This way every product tries to satisfy some core benefit or value. It is the task of the
marketer, to disclose the underlying motives behind the purchase of the product. That is precisely
ascertaining from the buyer whether he is genuinely satisfied by having the product. To make you
understand what core-benefit and value is all about " Theodore Levit" pointed out categorically
when he said: "Purchasing agents do not buy drills, they actually buy its ability to make the same size
holes". Similarly, a consumer buys a CD player not as plastic box with electronic circuitry but a means
to his recreation. The core benefit or value in buying a refrigerator is to stock, preserve and keep
food stuff fresh all through the day. At the second level the marketer generally tries to identify a
range of unique and tangible aspects in the form of specalised functions, product design,
specifications, size etc. continuing the earlier example of CD player, the marketer, may offer, with
detachable speakers, portability, remote controlled with 3/4 band radio etc. This way one could
think of umpteen number of such visible specific conveinence. In case of refrigerator offering varied
capacities ranging from 165 litrs and above with colors to match your mood.
Exhibit 1 Anatomy of a Product
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Q6- Explain the organization of new product development at the corporate level. What are its
advantages and disadvantages? (v v v v v imp) OR Organising New Product Development at the
Divisional Level
ANS- SETTING RESPONSIBILITY FOR NEW PRODUCT DEVELOPMENT –
Responsibility for developing new product can be set at the corporate level, the divisional level, or
the operating level.
New Product Development at the Corporate Level
Involvement of the top management in new product development depends upon the importance
that has been assigned to new products in the overall plan. Corporate level new product department
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

is feasible and appropriate when the objective is' to develop markets or products that are not in the
firm's normal lines of business and when the outputs of various divisions have similar technologies
and markets
The nature of a company's business (and its future business) conditions the top management
support. A company that is slow to change has innovation playing only a minor role in its
performance and therefore, delegates• new product development to lower level executives. On the
other hand, a fast changing industry's firm, for example, electronics and chemicals, depends on
innovation for competitive advantages and has high-level executives concerned with new product
development.
Operating divisions normally neglect development into unfamiliar fields for they fall outside
traditional spheres of business. Divisions seldom allocate funds to venture into brave new worlds:
Unless the task is assumed at the corporate level, such opportunities would be missed.
Figure is one of the possible ways to depict an organization with responsibility for new product
development lying at the corporate level.

There are both advantages and disadvantages of having new product development responsibility set
at the corporate level.
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Q7- What is test marketing ? What are its objectives ? Explain the advantages and disadvantages
of conducting test marketing.? (v v v v v imp) OR
ANS- TEST MARKETING
Test marketing is primarily used for frequently purchased fast moving consumer goods. However,
the general principles can be applied easily to industrial goods and consumer durable goods also.
The objectives of test marketing are generally four folds.

However, it is important to note that the purpose of test marketing is not to learn whether
consumers will buy and use the product or the interest will dwindle quickly. The answers for these
questions should have been obtained in concept test, product test or pretest marketing, i.e., well in
advance before putting the product for test marketing.
Advantages and disadvantages of conducting test marketingOR VEST MARKETING OR NO TEST
MARKETING
An examination of both the advantages as well as disadvantages can help us answer this dilemma.
The basic reason why test marketing is flourishing is the belief that results are obtained under
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

realistic conditions and can, therefore, be generalized. There is also a belief that test marketing is
the only tool that comes close to predicting ROI.
The most notable advantages of test marketing are:

Issues in Test Marketing

Designing Test Market- Certain important issues have to be made clear before starting test
marketing operations. The national market place should be ready, final packaging and advertising
should be ready. The national advertising expenditure has to be converted in to GPS,
correspondence between advertising expenditure in test marketing and national, GRP should be
specified. Importantly, a minimum bench mark sales has to be specified for national roll out or
withdraw of the new product. The next important question is in which markets the test should be
conducted. To have a good predictability, normally 3-5 percentage of the households is considered
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

reasonable. However, adequate care has to be taken to select sample markets to have fair
representation of the diverse markets. Especially the key variables, like cultural composition,
household income distribution, demographic profile should be identified earlier and representative
samples have to be chosen for test marketing
Duration of Test Marketing
Normally test markets are run for ten to twelve months. An important consideration in deciding the
duration of test market is length of purchase cycle. Products with longer purchase cycles, like body
deodorants, or perfumes need for a longer test market and shorter purchase cycles products like,
shampoo sachet, toothpaste requires only shorter duration test markets. On an average the test
markets are run to monitor 5-6 cycles of repurchase. However, products with strong seasonal
behaviour should be tested through the entire season. For example, soft drinks, certain garments
exhibit strong seasonal behaviour. As mentioned earlier preferably whatever variables can be tested
earlier. However, certain variables like sales promotion, trade promotion, price, advertising impact
and expenditure can be better tested in the test markets
Design of Experiments
Test markets are to a large extent a controlled experiment. Hence, careful consideration has to be
given for designing the experiment. For evaluating different marketing startegies we have to alter
the marketing variables to different levels at controlled condition and observe the impact on the
sales. Various experimental designs like Completely Randomized Block Design, Latin Square Design,
or Greco-Latin Square Design can be used.
Data Collection from the Test Markets
Several methods are used to collect data from the test markets, such as store audits, consumer
panels, and consumer surveys.
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

SECOND PRIORITY MOST IMPORTANT QUESTIONS

Q8- How the role of a product manager will differ in case of a single product company vis-a-vis
multiproduct company.? (v v v v v imp)
ANS- Role of a product manager will differ in case of a single product company vis-a-vis
multiproduct company
Product is central to the success of the firm. With rapid changes taking place in technology nature of
competition and consumer perceptions, product life cycles are becoming shorter in duration. It has
therefore become necessary for firms to review their product mix on a continuous basis in order to
achieve their growth objectives. As such one notices not only the proliferation of brands but also the
increasing need to manage products by using specialists. Product management satisfies a genuine
need in large multiproduct companies, divisions or other business where it is otherwise impossible
for marketing managers to plan and control closely the profitability of individual major products on a
continuing basis.
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

THE NEED FOR A PRODUCT MANAGEMENT SYSTEM

 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Q9- Which components of Brand Equity can be measured? What are the possible measures for
each of these.? (v v v v v imp)
ANS- MEASURING ELEMENTS OF BRAND EQUITY-
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

FRAMEWORKS FOR BRAND EQUITY MEASUREMENT

 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

There are two available frameworks that can be used to measure the strength of the brand on
selected dimensions. Two of these frameworks are discussed below

Figure : Aaker’s Dimensions of Brand Personality

 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Q10- What are the factors to be kept in mind in choosing brand elements and how do they help in
building brand equity? (v v v v v imp)
ANS- BRAND FOUNDATION - AUTHENTICITY AND BELIEVABILITY-
A strong brand needs to command both love and respect. In order to build a good branding strategy,
it is important to focus on the principles of authenticity and believability.
Authenticity-
Authenticity implies that a brand remains true to its purpose and true to its promise. A brand is after
all best defined as a promise to the customer. And this promise has to be real and true. A brand also
needs to stand for something. It is important to define the raison d’etre for a brand in terms of its
fundamental beliefs and values. The questions a brand needs to answer are- What is its place in the
world, what defines the brand at its very core? Today’s customers care about the brands that care!
And they are quick to reject fakes. Lip service to a cause is not acceptable. The brand has to embody
its purpose and values in everything it does. To quote Simon Sinek, “People don’t buy what you do;
they buy why you do it”. Authenticity can also be a significant differentiator for a brand. Body shop
stands for “Enrich not Exploit” and has carried this philosophy right through its product formulation,
manufacturing, packaging, retail experience, employee hiring and community engagement. Their
products are made from natural ingredients and the brand believes in fair trade practices and in
protecting the environment.
The Indian ayurvedic brand Patanjali was able to carve a space for itself in the FMCG market because
it built on its core of ayurvedic origins and focus on natural ingredients. As the brand stretches its
portfolio, it has to take care that it does not dilute its core promise and identity. It is also imperative
that the brand which has taken a strong pro natural, anti artificial positioning delivers on this
promise. A recent controversy damaged the authenticity of its brand promise when a CSE study in
2020, reported 13 of the biggest brands of packaged honey in India, including Patanjali were
adulterated with sugar syrup (Das, 2020). Another case in point is Dove which was built on the
functional positioning of cleansing without drying as the bar contained 1/4th moisturizing cream.
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

However, as the Dove brand grew and expanded its offerings to other hair care and skincare
products, it needed to go beyond functional benefits. It needed to find a deeper meaning to connect
with customers. In 2004 the brand decided to espouse the concept of “real beauty”. A major global
study, The Real Truth About Beauty: A Global Report, had revealed that only 2% of women around
the world considered themselves beautiful and societal norms of what constitutes beauty were
restrictive (Etcoff et al, 2004). The “Campaign for Real Beauty” launched by Dove in 2004, focused on
the message that differences in physical appearance should be celebrated and accepted. The
campaign encompassed different media and showcased ordinary real women instead of airbrushed
models representing stereotypical notions of beauty. The idea was to begin a discussion on the way
society views beauty and to establish Dove as a brand which understands and supports women for
what they are (Youtube, 2013). Enhancing Brand Equity Though the campaign was successful to a
large extent and the brand’s point of view was lauded by many, some critiques felt that the brand
was only providing lip service to the notion of real beauty while it continued to sell products which
were related to beauty and personal appearance. Over a period of time, the brand continued to
build on the real beauty campaign and extended it beyond advertising to online videos, activities and
workshops related to self-esteem, thereby gaining more acceptances. Dove in India also follows the
Dove Real Beauty Pledge (dove.com) to always feature real women, never models, to portray
women as they are in real life and not digitally distort the images and to reach out to 40 million girls
to build body confidence and self-esteem. Dove India launched the #Stop The Beauty Test campaign
on TV and social media (see Take the pledge to #Stop The Beauty Test (youtube, 2021). The brand
also collaborated with Vogue India and the fashion photographer Mario Testino where in Testino
photographed six Indian women, who, for Dove, “redefine what it means to be beautiful – helping
Indian women realise their beauty potential, whatever their age, body shape, skin tone or hair
colour
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Levers for Enhancing Brand Equity

Crafting the Brand Identity and launching a brand successfully is only the first step in the life of the
brand. They key to moving from a good to great brand is ensuring continued value and connect with
the customer. In order to build on the brand’s foundations, the branding strategy must encompass
the following

Selecting and Managing the Brand Elements

 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Delivering on the Brand Promise and Maintaining Differentiation

 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Building Desired Associations and Customer Engagement

 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

For a brand to sustain its differentiation and relevance, it needs to continuously work at building and
strengthening brand associations. This can be done through the kind of customer experience
provided, brand imagery, messaging, use of influencers, etc. Today with the advent of technology
the possibilities and manner of connection with the customers have increased manifold. Building the
right associations in line with the desired positioning and brand values, helps in creating positive
evaluations and brand preferences, through strengthening of functional, emotional and/ or self-
expressive benefits. In order to do so a brand must find to be clear on the kind of associations it
wishes to build and the kind of touch points which can be used to convey these ideas and
experiences to the customer. Taj Mahal a tea brand launched in 1966 by Unilever was positioned as
a premium tea brand for connoisseurs. In order to build these associations, they decided to leverage
classical music and used well renowned classical musicians to bring alive the exhilarating taste of Taj
Mahal tea. This association was deepened over the years with the brand becoming synonymous with
the much loved Ustad Zakir Hussain saying Wah Taj! To further build on the exclusive experience of
enjoying a cup of Taj Mahal tea, the brand set up the Brooke Bond Taj Mahal Tea House in Mumbai
in 2015. As per the brand’s website, the Tea house is designed to appeal to “tea connoisseurs,
classical live music enthusiasts, book lovers, and many an artistic soul. It features the choicest of fine
Indian tea and tea blends curated by our tea sommeliers, constructed into authentic tea recipes.”
(www.tajmahalteahouse.com).
Deepening The Emotional Connect and Building Brand Advocates
The difference between good brands and great brands is usually in terms of the depth of
relationship and emotional connect the brands have with their customers. Apple users buy the
brand not only for its high quality and performance but also because they love the brand and feels
that it expresses who they are. They identify with the brand and feel that it an intrinsic part of their
lives, one they cannot do without. They would not like to switch to competitive brands and will
generally be eager to try out new offerings from the Apple portfolio. Not only that, Apple fans
usually also becomes advocates of the brand, urging others to switch to the “Apple experience”.
Keller has used the term Brand Resonance to describe the extent of such a relationship. He defines
resonance in terms of the intensity of the emotional connect and the outcome of this connect in
terms of attachment, engagement and loyalty. Brands can look at building broadly six types of
feelingswarmth, fun, excitement, security and social approval (Keller, 2015). But how brands go
about building these emotional bonds? The most important step here is to keep the focus on the
customers and look at them beyond their usage of the brand offerings. Understanding their lives,
aspirations and worries can help a brand find to reach out to them in a meaningful way. Bringing in
personalization, high levels of engagement and opportunities for conversations have been very
effective in building strong relationships.

Q11- Explain the different approaches to building global brands? (v v v v v imp)

ANS- According to Interbrand, the World’s leading brand consultancy firm has named Apple,
Amazon, Microsoft, Google and Samsung are the world’s top five most valuable brands of 2021
followed by Coca Cola, Toyota, Mercedes Benz, McDonald’s and The Walt Disney Company. All of
these are big global brands with a wide geographical footprint. In fact, all top 100 brands in the
Interbrand list have a significant international presence. The reasons brands-expand to international
markets can be varied and can include one or more of the following:
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

APPROACHES TO GLOBAL MARKETING: STANDARDIZED VS CUSTOMIZED

When a brand operates across multiple geographies, it needs to choose its strategic approach. On
one hand is a completely standardized marketing strategy with a same brand, identical positioning,
identical offerings and benefits, same pricing and distribution strategies and same communication
across all geographies. On the other hand, is the customized approach, where brands retain their
core essence but customize other elements of the marketing mix to better align with local cultures
and preferences.
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Q12- Explain brand architecture and its components and how to create a brand architecture
strategy? (v v v v v imp)
ANS- Developing a Brand architecture strategy- Brand Architecture: It relates to the organizing the
structure of the brand portfolio. It aids marketers in deciding which products and services to launch,
as well as which brand names, logos, and symbols to use on new and existing items. Brand
architecture strategy helps in defining the brand breadth and depth of the brand. The brand
architecture plays two important roles:
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Brand Architecture guidelines-

Building brand architecture is a complex activity. It takes a lot of effort and strategic planning to
design architecture. It necessitates both marketing creativity and science. It is critical to establish the
norms and principles that must be followed consistently. Concurrently, the firm needs to be flexible
and creative enough to address the dynamic challenges of the markets. There are no unanimous
rules as to which branding strategy will be best for the firm. There have been cases where within a
firm also hybrid strategies have been used. For instance, Tata follows branded house strategy. But
for the business in jewelry segment, they named it Tanishq which became a popular brand. Later,
Tanishq launched an endorsed brand by the name of Mia by Tanishq. Mia was positioned as office
wear jewelry with 14K and 16K gold purity. So, we can summarise that Tata has followed hybrid
strategy keeping in view the meaning and relevance of the brand names and its relation and impact
on the parent brand.
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

FIRST PRIORITY MOST IMPORTANT SHORT QUESTIONS

Q1- Functions of packaging.? (v v v v v imp)
ANS- On the basis of the readings, so far, we can draw out a list of functions performed by packing:
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Q2- Criteria for screening new product ideas.? (v v v v v imp)

ANS- Screening criteria are established as evaluative standards in new product development. They
make arbitrary decisions less likely. They provide a unity of purpose. They provide a perspective for
new product planners. Screening criteria usually concern themselves with three factors - markets.
products, andfinances. More frequently used market-criteria are market size, share; market growth;
market positioning; distribution features; etc. The `product-criteria' are newness; technical
feasibility; organizational' support; servicing requirements; legal considerations; etc. The `financial-
criteria' are profitability; return on investment; cash flow; etc. Because-some considerations are of
more significance than others, many firms have more than one set of screening criteria. The
following sets of "Must have" and "Would like" criteria have been suggested for the planner of new
products' :
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Q3- Brainstorming as a technique for generating new product ideas? (v v v v v imp)

ANS- Brainstrorming is a rather popular creative technique with a long track-record. It was first
developed by Alex F. Osborn in 1938, and gained acceptance by the business world in the 1950s.
Brainstorming aids in idea generation by encouraging the creativity latent in many of us. It originated
as a management technique for groups charged with problem solving. Osborn feels that creativity is
fostered in an informal meeting where participants are free to. express any and all ideas they
concoct. Criticism is ruled out until the end of the meeting as this inhibits people from contributing
ideas that might prove useful or at least stimulating to others. In this way, the participants should
produce a greater number of ideas than if they worked along. Actually, brainstorming sessions are
held when a company needs a lot many ideas.
The usual group consists of six to ten people. It is advised to avoid too many experts in the group as
they may tend to look at a problem in. a rigid way. The sessions should preferably be held in the
morning and should last about an hour. The problem should be specific. Briefly, the technique is
executed as follows: The chairperson of the brainstorming notifies the participants that the meeting
is to be helot-states the problem to be discussed, and gives them several days for preparation.
Individuals are generally chosen for their creative talents and ability to work cooperatively and
openly. In this regard, it is sometimes better to avoid using supervisors or too many specialists: these
people could disrupt and/or dominate a session thus stemming creativity. The discussion should take
place in relaxing surrounding to help the participants loosen up. The chairperson addresses the
problem at hand, and subtly keeps the ensuing discussion on the topic. To ensure creativity, the
following "ground rules" are suggested
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Q4- Positioning of a brand–approaches used? (v v v v v imp)

ANS- Besides selecting a suitable brand name for a product, another important decision which a
marketer has to take is regard to a product, the way you will like your Product/brand to be perceived
by your consumer.
In order to be successful a marketer has to effectively communicate his product to his prospect. you
have to make sure that through your communication your product is Seen, Heard and Accepted by
your consumers. 30 Decisions The Art and Science of making your message seen, heard and
accepted by another human mind is what positioning is all about. When you apply this concept to
your communication messages for your brand so that your brand is Seen, Heard and Accepted by the
human I mind of your prospect, you are actually positioning your brand. Naturally, if your message
about your brand has been seen, heard and accepted by your prospect. You have succeeded in
building the desired perceptions about your brand in the mind of your prospect which has led him to
accept and adopt your brand. Positioning is a powerful approach to communication. It is a concept
which is as old as product differentiation and market segmentation. However, it was only in 1972,
when two advertising practitioners A] Ries and Jack Trout paid attention to this phenomenon of
positioning. They tried to highlight its importance in communication and attempted to give it a
conceptual base. Therefore, researchers and practitioners alike have probed into this subject to
develop it further and to give it a more comprehensive conceptual base.
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Q5- Factors Affecting the New Product's Price? (v v v v v imp)

ANS- Let us discuss the factors which influence and should be considered while deciding the price.
These factors are:

Q6- Dimensions of Brand Image? (v v v v v imp)

ANS- The term `brand image' reflects and signifies the distinction, reputation and the goodwill
attached to a brand. Generally consumers are unable to distinguish the differences among various
brands when their labels are removed. But when the brand names are mentioned, they show clear
preferences. This is because consumer tend to define themselves in terms of the symbolic value of
their possessions. Generally speaking, brand image has a more significant role in product situations
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

where the choice is made more on the basis of subjective criteria. In other words, `brand image' is
more prevalent when consumers have difficulty in judging various options on the basis of strictly
objective measures. Thus, consumers here seem to buy the total symbolic meaning, which the brand
conveys. Image is an abstract concept incorporating the influences of past promotion, reputation
peer evaluation of that brand. So the symbolic meaning attached to a brand will depend on various
factors.
Each brand has a unique blend of identity in the eyes of its consumers. Broadly speaking, the totality
of any brand is made up of three types of appeals. Appeal to reason: Very often you find yourself,
self-questioning when you decide upon buying a certain brand for instance, if you have plans to buy
a CTV then you ask for yourself how the brand would perform, how it is different from other brands,
what benefits and special functions does it offer etc. Thus the first dimension focuses more on
performance factor and its evaluation. Appeal to senses: Continuing the example of buying a CTV,
the assessment and evaluation now shifts your attention towards the sensory gratification/appeals
of the brand: you would be more bothered about how the audio/sound performs? The reception of
visuals, the convenience and other aesthetic pleasures etc. Appeal to emotion: In addition as a buyer
you would also consider social considerations for if you plan to buy a specific CTV brand keeping in
mind how your friends, relatives and neighbour etc. would look upon the choice. Thus emotion is
another dimension for brand image. As a result you would consider the brands style, the mood it
evokes and the psychological rewards it offers. All this factors are intangible in nature yet they have
a strong impact and impression on the consumer. All the appeals discussed above collectively
produce the brand image. The core of the Brand Image is created by the advertising function and
other marketing efforts conceived-by the Finn. Eventually, it is the typical consumer based on the
economic status, life style will react and filter various communications about the brand and will
develop an image on the basis of ones knowledge, beliefs, perception prejudices and predisposition
Q7- Process of industrial Design Development? (v v v v v imp)
ANS- Many large companies have internal industrial design departments. Small companies use the
services of consulting firms. Engineers will generally follow an established procedure to generate
and evaluate concepts for the technical features of a product. Similarly Industrial designers follow an
established procedure for designing the aesthetics and ergonomics of a product. Industrial designers
also generate multiple concepts and then work with engineers to narrow these options down
through a series of evaluation steps. The ID process is made up of the following phases:
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Q8- Factors influencing pricing decisions? (v v v v v imp)

ANS- The objective behind marketing a product is one of the major factors influencing the PRICE.
This is particularly true in a competitive market situation. Usually the marketing department is
governed by either of the two objectives. It is either the higher profits or higher market share. In a
competitive situation, when more brands compete for the same number of prospects or buyers, a
company can increase or maintain its brand's market share by reducing the price as explained in the
first para of this unit, Maruti reduced the price of its cars to maintain its market share, though it will
certainly lose the profits at least on every car sold. However, it can still earn the same total profit by
selling more number of cars such a situation is generally true for all the organisations in all the
industries.

Q9- BREAK-EVEN ANALYSIS? (v v v v v imp)

ANS- Marketers use other financial measures also to evaluate the merit of a new-product proposal.
The simplest is Break-even Analysis, in which the marketer estimates how many units of the product
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

the firm will have to sell to break-even (no-profit, no-loss) with the given price and cost structure. If
the marketer believes that the firm can sell at least the break-even number of units, he will like to go
ahead with the project. The break-even point, in terms of rupee-value, can be derived from the
formula
 SELF GYAN FOR BEST MARKS
SELF GYAN YOUTUBE 9699784305 SOLVED ASSIGNMENT AND CLASSES

Section—B
Q- Your company is planning to launch a range of packaged fruit juices.
A-- Suggest a suitable brand name for the new product range. Justify your choice.
B-- For the above mentioned new brand suggest a suitable positioning strategy.
C-- Suggest what different functions the packaging of your above product can perform.

One question will come in sec b you have to do it yourself. Don’t leave it blank. You have to apply
theory that you read in the eBooks questions based on that write section B.