M.B.A. (C.B.C.S.

and Old Pattern) Sem-III

PCB3EA2 / MBA236A - Product Management & Brand Management
P. Pages : 1 GUG/W/19/10707
Time : Three Hours *2615* Max. Marks : 70
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Notes : 1. Attempt any five questions.
2. All questions carry equal marks.

1. Explain BCG matrix. State its applications. 14

2. Explain new product development process. 14

3. State the importance of branding and brand management. 14

4. While developing product strategy how will you do competitor analysis. 14

5. What steps a manufacturer should take to build a brand? 14

6. Why is brand positioning and brand portfolio analysis is necessary? Illustrate answer. 14

7. What factors brand managers address to develop brand strategy. 14

8. Describe Brand Extensions at length with proper illustrations. 14

9. Write a detailed note on "Managing and sustaining brand Equity. 14

10. Write short notes on any two. 14

a) Innovation of Creativity.

b) Brand Image.

c) Brand Hierarchy.

d) Global Branding.

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GUG/W/19/10707 1 P.T.O