Get NMIMS SOLVED ASSIGNMENTS MBA JUNE

2019 call us at 8510092683 or mail us at

assignmentsplus.in@gmail.com

Course: Brand Management

NMIMS MBA SOLVED JUNE 2019 ASSIGNMENTS

NMIMS SOLVED 2019 ASSIGNMENTS
NMIMS BRAND MANAGEMENT JUNE 2019

1. Select any two brands of aerated beverages viz. Coke, Pepsi, Mountain Dew, Thumbs Up,
Slice, Frooti etc. Identify the key elements of each of these brands; elements being salient
features or physical attributes, like colors used, jingle, brand ambassador etc. Evaluate the
target markets and positioning of these brands. What are their main points of parity and
points of difference? Compare and contrast these brands on these parameters. (10 Marks)

2. Using the illustration of any one established brand such as Google, Amazon, Apple, Honda
or Samsung, explain the six building blocks of a Brand Resonance Pyramid. According to
you, for this brand, which aspects contribute the most to the brand’s high resonance with
customers? Justify your answer. (10 Marks)

3. The motor industry is an area where branding is particularly strong. Global awareness of
the three-pointed star of Mercedes-Benz is second only to Coca-Cola. Recent research in
the motor industry claims that some of the best-known brands can probably attribute at
least half their worth or their equity to the brand. Consider the case of a well-known motor
manufacturer - Skoda and how its brand equity increased through changing its image.

Initially, Skoda was one of the largest manufacturers, a leader in design & technical
innovation, offering some of the most prestigious cars such as the luxury limousines. With
time, Skoda became unable to keep up with western manufacturers. Due to lack of creative
and innovative ideas and manufacturing processes, the reputation and image of Skoda
suffered. The company required a sound partner with the ability to invest, not only money,
but also management expertise, thereby improving the efficiency of its factories & raising
quality standards. Volkswagen came as a saviour and the partnership was accepted whole-
heartedly.

Skoda became the fourth brand in the Global Volkswagen Group along with Volkswagen,
Audi and Seat. The strategic aim was to reposition the marque, reinforcing the core brand
values of high quality & exceptional customer care. Repositioning focused on Skoda’s
exceptional value for money, reliability, functionality, quality and integrity. Skoda drivers
are people who are unpretentious, down to earth and honest.

The features, benefits and services that a customer will get from buying a new Skoda, will be
its performance, looks, modernity, colour choice, design, engine and specification on one
 NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Brand Management
Internal Assignment Applicable for June 2019 Examination
hand and its brand's name, image, quality, features such as twin airbags, electric windows front
and rear etc., on the other hand, besides high levels of customer service and after-sales.

Skoda’s core benefits include a high specification, matching rivals, complying with
international standards of safety and emission. Components are supplied by top
manufacturers such as Siemens, Bosch and Rockwell and specifications have been
improved. The augmented product involves the quality of after-sales service, extended
warranty conditions and credit. In fact, Skoda’s customer loyalty, i.e. repeat purchases, is
second only to Mercedes.

Using the Skoda brand name to launch a new product, through the strategy of brand
extension, enabled Volkswagen to enter new market segments. Skoda’s product range is
priced towards the lower end of the market, creating a fitment with the strategy of the
Volkswagen Group.

Skoda’s advertising campaign portrayed the positive changes, emphasizing on its

partnership with Volkswagen. Previously, the stereotype of a Skoda owner was
predominantly male and retired. Recent changes in brand image and positioning have
attracted affluent retired people, independent working women, non-working women and
younger family men, leading to large increases in sales world-wide.

a. “A car brand is more than just a marque” Evaluate this statement and support with suitable
justifications. (5 Marks)

b. Evaluate the repositioning strategy of Skoda and its induction in the Volkswagen’s portfolio.
(5 Marks)

Get NMIMS SOLVED ASSIGNMENTS MBA JUNE

2019 call us at 8510092683 or mail us at
assignmentsplus.in@gmail.com