SRI BALAJI UNIVERSITY, PUNE

MBA – SECOND SEMESTER TERM END EXAMINATION

BATCH: 2020 – 2022
PRODUCT MANAGEMENT

Time: 3 Hrs
th
Date: 24 Apr. 21 Marks: 100
Instructions to the Students:
 Kindly answer all questions/case studies in the question paper.
 All Questions/case studies carry Equal Marks
 The cover page of the Answer sheets must be in the below format.

 Roll no-
 Name of institute-
 Batch-
 Specialization-
 Semester-
 Subject Name -
 Submitted by-
 Submitted on date-
 Total no of pages written-

 Students must remain online with their camera on and voice on unmute mode through out
the examination.

 The time mentioned above is for answering the questions only, an additional 30 min has
been allocated for submission of answer sheet in to the MS Teams App folder.

1. (a) Ather is the new age electric scooter. It is already operating in a crowded market
with big players like Bajaj and Hero Motors, who are also entering into the competition.
Using the Michael Porter’s Five Forces Model, illustrate and explain how can Ather
understand the competitive scenario for its electric scooter in the Indian Market ?
(10 Marks)
(b) Explain how Elon Musk has adopted the NPD (New Product Development)
Process for Hyperloop the new age mobility concept, where Mumbai –Pune corridor will
be the first in the World, for this service to operate. Illustrate and explain the NPD
process for the same ? (10 Marks)

2. (a) ITC has acquired Savlon brand from Johnson and Johnson. Now ITC wants to
ramp up the manufacturing and distribution of this product to encash on the Pandemic.
Using the BCG Matrix, illustrate and explain how Savlon can take on the competition and
in which stage of PLC the brand is operating and What should the strategies be for
gaining momentum in the market ? (10 Marks)

1
 (b) What are various factors affecting Pricing Strategies in Marketing ? What is
Psychological Pricing strategy and describe how Bata is using Psychological pricing for
their benefit ? (10 Marks)

3. (a) Pulse is a successful sugar candy confectionary product from DS group has
achieved a great success in the Indian market, due to extensive distribution strategy,
however, the product is priced at Re1/- per unit. Now, this brand wants to launch
aggressively in Rural Markets in India, design a Distribution channel for reaching out this
brand to the remotest of villages in India ? Illustrate and explain ? (10 Marks)

(b) What is Channel Design ? Illustrate and explain how Channel design can optimize
the cost and enhance faster delivery of the products by taking the example of Shop clues
as the company ? (10 Marks)

4. Analyze the following problem and answer the question given below the problem
statement.

Problem Statement:

Many "wearable tech" devices measure the calories you burn in a day. But weight
watchers know that's only half the equation. You also need an accurate count of calories
consumed. Now a new device will do just that.

(a) Examine the innovation process should an innovator like you use to solve
the problem? (10 Marks)

(b) What innovation would you bring about in the new device which solves the
problem defined in the statement? (10 Marks)

5. (a) While developing product strategy as a Marketing Manager, how you will do
customer analysis & competitor analysis? Elaborate with illustrations. (10 Marks)

(b) “Advertising should be considered as an investment for new product launch”.

Discuss with illustrative examples. (10 Marks)