Consulting Assignment

Form yourself in groups of 3 or 5. Select any one brand of your choice.

1. HMT watches
2. All India Radio
3. Air India
4. Videocon
5. Volkswagen Polo
6. Rasna
7. Tata Safari Storme
8. Kinetic
9. Vicco turmeric & vajradanti

1. Identify reasons for poor performance / failure of these brands in Indian
market
2. Using the tri-component model, design a revival strategy which should lead to
(1) Creation of a favourable consumer attitude towards the brand by bridging
the gap between consumer expectations and brand deliverables.
(2) The tri-component model consists of cognitive component, affective
component, conative component and external influential factors.

Evaluation


This assignment carries 30 marks out of which 15 marks are
allocated to content (explained using a PPT) and 15 marks for viva
voce.
Time duration is one week
Please carry a hard and soft copy of the PPT for presentation and
viva voce
Time allocated per group for presentation and viva voce = 25 mins
CRs to decide on the order of group presentation and communicate
to me