Mail your attendance and answer sheets at: acexms2020@gmail.

com
MS5D-607
Institute of Management Studies
Devi Ahilya Vishwavidyalaya, Indore
December, 2021
MBA (Marketing Management) Semester III
Open Book Online Examination
Product Management

Time: 3 Hrs. Max Marks: 60

Important instructions:
 Attempt any 3 questions from Section A. All Questions in Section A carry 12
marks. Section B has 2 cases. Both are compulsory and carry 12 marks each.
 Word limit for all questions is 400. Write specific and precise answers.
 After receiving the question paper on your e-mail, a confirmation mail
mentioning ‘received’ has to be sent to acexms2020@gmail.com before 11.30 am.
 After completion of your exam, the completed answer sheet as a single scanned
PDF file has to be sent to acexms2020@gmail.com before 2.30 pm. Please
mention your Roll No. and Subject in the ‘Subject’ section of your mail.

Section A

Questions:

Q1. Discuss the roles and responsibilities of a Product Manager at different stages of the
PLC? How does the marketing strategy of a product change as the product ages in its
life cycle?

Q2. Define product and explain product categories with examples. What do you
understand by product mix?

Q3. Choose a product that continually annoys you. Identify the needs the developers of
this product missed. Why do you think these needs were not met? Do you think the
developers deliberately ignored these needs?

Q4. Can the concept and steps of new product development be used for the following:
The proposed product is an Educational one where the concept of gaming and its levels
are applied to subjects especially like geography, biology, etc. where ‘Virtual Reality’
and interactive media will be used for teaching.
Comment on the practicality and financial viability of the product.

Q5. Is it important to produce more eco-friendly products or to follow eco-friendly

production systems?
 Section B

Solve the given cases:

Case study1

A company manufacturing small electric appliances (irons, toasters and mixer grinders) is
planning to add room conditioners to its product line by buying out another firm .The air
conditioners would be made in a separate plant in a different city and sold by a sales force
under different brand name to the same ultimate customers in a retail chain stores, large
departmental stores hardware and appliances wholesale. 

Q 1) Does this seems a wise decision to the existing product line ?

 Q2) What effect would such an addition have on the work of other unit ?
Q3) In a highly competitive market, how would these new additions be evaluated ?

Case study2

Praveen Kumar was graduate from IIM Bangalore. He invested a small amount of
capital to start manufacturing and selling a new detergent under the Brand name
“SHINE”. Hailing from a middle class family himself, Praveen Kumar decided to price his
detergent much lower than other detergents available in the market at that time. His
pricing strategy paid rich dividends and “SHINE” became instant success. Using his newly
acquired financial strength, Praveen Kumar developed a premium quality bathing soap
with a unique colour and perfume combination. Although the manufacturing cost of this
soap was high, Praveen Kumar priced it substantially lower to comparable products in
the market by maintaining low profit margin

Questions:

a) Suggest an appropriate marketing plan to Praveen Kumar

b) Do you feel Praveen Kumar has committed a pricing mistake this time? Give
reasons for your answer.