CASE STUDIES FROM 2010- 17

Oct 2010

Oberoi Hotels Oberoi group of hotels want to enter the mid market range of hotels to cater to
the business traveler in Tier –II cities in India . Currently they don’t have presence of their
Oberoi brand of luxury hotels in these Tier-II cities.

The pricing of this hotel will be at Rs 3000/- per room night .Their room tariff plan in metro’s
is Rs 10,000/- for each night . Besides this they also want to enter into a restaurant in these
tier II cities . Based on the background please answer the following questions.

1. Explain the brand leveraging strategy that Oberoi group of Hotels is using to enter the
tier two cities

2. Using the Brand personality Scale explain what is the current brand personality of
Oberoi Hotels

3. What kind of extension is it when Oberoi is entering the restaurant business and do you
think it’s a valid extension? Justify

2010 ( ATKT)

Garden silk mills wish to enter the handbag and luggage market.

1. Is this a valid extension?

2. How different will the TA be from its saree TA?

3. What should be the personality of the new product?

2011

Red Bull the makers of the ‘energy drink’ want to launch a vitamin packed ‘nutritive drink ‘ for
“sports persons.”

1. What is the current brand personality? Should it Change ? Give reasons

2. What position strategy used in the case?

3. Define Target audience and there by “ user Imagery”.

2012

Britannia Marie Gold is facing severe competition in the markets were they were leaders
because of entry of new players and hence the sales were decreasing for the company .

The marketing head has called a meeting along with the Brand Management Team, to find a
solution.

As a Brand Management Team answer the following questions

1. What line extension strategy would you suggest to counter the competition? Justify your
answer.

2. What is the current personality ? Create a new personality using the Big Five.

3. Who would you like to use as a Brand Ambassador based on your new brand
personality?

2013

Dove soaps by unilever Ltd. Were one of its kind when introduced in the market. it developed an
image of soft and moisturizing soap with high equity value. The company therefore extended the
market by introducing new products in in the product line,viz shampoo and conditioners. The
new products entered with bang but soon declined. This affected the equity value of the pioneer
product soaps.

1. Do you think there is a problem of brand equity even today?

2. Was the leveraging decision, a wrong decision?

3. Can you suggest to revitalize the brand?

2014

Blackberry once a brand leader is encountering decreasing sales due to entry of new players in
the market .

The marketing head has called a meeting along with the brand management team to find out a
solution. As a member of the brand management team answer the following question:-

1) What line extension strategies would you suggest to counter the competition ? justify
your answer.

2) What is the current brand personality ? Create a new brand personality using BIG FIVE.

3) Whom would you like to use as a brand ambassador based on the brand personality
2015

Peter England a formal apparel brand is facing severe competition in the market because of the
new players entered in the market and hence the sales are decreasing. As a Brand Manager
answer the following questions.

i. What line extensions strategy would you suggest to counter the competition
ii. Create a new Brand Personality using the big five
iii. Define the target audience and who would you like to use as a Brand
Ambassador based on your new personality.

Oct 2016

Paper Boat is a  non-carbonated beverages and energy drink produced and marketed by

Hector Beverages, They have unique varieties of beverages such as jaljeera, aamras,
Jamun, panakam, chilli guava and more.

The brand wishes to extended its portfolio by launching unique flavored ice candy .

. On the basis of the given information answer the following questions:

i) What line extension strategy would you suggest? Justify your answer.

.ii) What is the current brand personality? Create a new personality using the big five.

iii) Who would you like to be use as a brand ambassador based on the current personality.

ATKT 2016

Baggit has a wide range of products like handbags , wallets , pouches , belts and caps etc. .
Now the brand is looking for further brand extension. As a part of the brand management team
suggest the following :

I. Suggest an appropriate brand extension for the expansion of the brand .

II. Recognize the current brand personality of the brand and suggest a new personality
based on the “ Big five scale”

III. Suggest a brand ambassador for the brand .