PRODUCT & BRAND MANAGEMENT

TIME 3 HOURS

Note :

TOTAL MARKS 60

1) Answer any four questions from Sec-A .Question No. 1 to Question No. 5 (10 marks each).
2) In Sec-B, Question No. 6 is compulsory (20 marks)
Sec - A

1) Define Product. What are the characteristics and benefits of a product?

2) Write short notes on
a) Level of Brand Identity.
b) Types of environmental factors influencing category attractiveness.
3) Explain CBBE Model. Also state the steps in building brands.
4) What is demand analysis? Discuss the types and nature of demands.
5) Define Brand Equity. What do you mean by conceptualizing brand equity? Also discuss the drivers of
brand equity.

Sec B
Case Study
Mr. Adarsh Nair has recently joined as the Product Manager of The Great Seasons of India (GSI) Ltd., an
Indian subsidiary of multinational food manufacturer with an annual turnover of Rs 250 crore. His first
major assignment in the company was to give a new marketing thrust to the several leading known
brands of the company whose market share was continuously eroding in the face of growing
competition.
To begin with, he decided to concentrate on two major brands. Energy Instant Milk powder for family
and tomato ketchup with annual turnover of Rs 40 crore and Rs 50 crore respectively.
These accounted for a market share of 47% and 27% respectively in 1996-97 as compared to 66% and
43% in 1992-93. Inspite of these slides in market shares, these brands retained much higher consumer
preference and loyalty vis--vis other competitive brands.

With a view to have better appreciation of promotional themes, Mr. Nair convened a meeting with his
advertising agency, printographics. The meeting produced several new ideas on how to push brands up
in the consumer recall and preference
6) (a) List out the possible reasons why the company has suffered a fall in its market share.
(b) If you were the Product Manager , what would be your marketing strategy for arresting the
trend of slackening sales in the light of the meeting with the advertising agency ?