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Q1 - Show how one element of augmentation and one element of 4.50/1

positional advantage led to profitable financial performance. 0

Answer:
Augmentation
How addition of service attributes to the reatils offers differentiates the brand
Eg First cry- loyalty programmes hospital gift box prpgrrames to new mothers 7000
moms to 2 lakh moms. Business to grow 100% year on year
https://economictimes.indiatimes.com/industry/services/retail/firstcry-com-to-ramp-up-
store-count-from-150-to-700/articleshow/50500495.cms?from=mdr
Positional adavantage
Store and personal selling - Cantabil
Cantabil Retail India (CRIL) does designing, manufacturing, branding and retailing of
apparel and apparel accessories for men, ladies and children in the middle to high-income
segment . erp solution and omnichannle technology in offline space
Th comapnay clocles 290 crores in 2018-2019 reaches oiut to customer through sms,
sms camapign etcegullarly
https://www.business-standard.com/article/news-cm/cantabil-retail-hits-the-roof-on-
heavy-volumes-121123000452_1.html
https://yourstory.com/smbstory/fashion-apparel-brand-cantabil-menswear-kidswear-
ladieswear-ipo-entrepreneur-delhi/amp

Remarks:

first cry is basically a dotcom. wish u had written about D-Mart or Max or big Bazaar.
how exactly is cantabil dif
ferent?
in retail topline is easy. check bottom line.

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Q2 - Explain any 3 elements of a brand charter with one example each. 5.00/1
Different examples can be cited for each of the 3 elements. 0

Answer:
The brand charter should define and clarify points of parity, points of difference and the
brand mantra
it should define firm's view of batnding and barnd equity and its importnace.Eg - ceat has
performnace graphs
https://www.ceat.com/content/dam/ceat/pdf/Annual_Reports/CEAT%20Limited%20Inte
grated%20Annual%20Report%20FY20.pdf
define scope of key brands in trms of associated products and manner by which they are
marketed
outine how to devise marketing programmes -eg Daawat about brand psoitioning
https://designdawat.com/branding/
http://www.ltgroup.in/
specify proper treatmnet in terms of trademrk, design packaging, log, Eg. MTR
https://www.medianews4u.com/mtr-foods-roles-new-brand-identity-contemporary-logo/

Remarks:

wish you had written at least one line abt what is distinct abt each of these e.g.s

Q3 - a) What is global brand positioning? Explain with examples.

b) Do you agree with Hellmut Schutte’s model of Asian consumer 4.00/1

behaviour? Mention two disagreements with reason why and one for 0
example each?

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Answer:
a)Global brand positioning states how brands must be positioned across various markets,
it addresses a number of questions like validity,relevance of brand's mental map at home
to a ne market, defining barnd association heirarchy, similarities and differences. Hnece
positioning is startegic it sthe excecution that differs. positioning ususally remains same
in markets. Eg.Veet-groming globally, vero moda- premium yet affordable,fashion forwrad
https://www.marketingweek.com/reckitt-benckiser-launches-first-ooh-veet-ads/
https://marianemcgrath.files.wordpress.com/2014/11/veet-paradise-final-draft.pdf
https://brandequity.economictimes.indiatimes.com/news/marketing/with-kartik-aaryan-
as-brand-ambassador-veet-forays-into-male-grooming-segment/71925124
https://www.intelligencenode.com/blog/from-the-runway-to-the-roadway-vero-moda-
india-story/https://theprint.in/ani-press-releases/the-new-its-me-campaign-by-vero-moda-
highlights-the-different-facets-of-todays-modern-progressive-and-confident-
women/757266/
https://theprint.in/ani-press-releases/the-new-its-me-campaign-by-vero-moda-highlights-
the-different-facets-of-todays-modern-progressive-and-confident-women/757266/
b) Brand names in asia need to have caharacters that show luck while westerns brands
are short and crisp. May not be true eg- Wildcraft, Milton
https://www.business-standard.com/article/specials/wildcraft-steps-out-of-a-niche-
116122101380_1.html
https://www.aninews.in/news/business/milton-recognised-as-brand-of-the-year-at-the-world-
branding-awards-201920191125175652/

Remarks:

you have copied what the book says. what happens to the 4Ps?
do you agree with schutte's sense of self actua
lization in asians? prestige? social interaction?

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Q4 - Point out 3 aspects in the theory of search goods as propounded by

5.50/1
the author that you disagree with? Give one example to illustrate each of 0
the three disagreements. The examples can cite different brands.

Answer:
1) Ability to price premium- Crizal lens
The lens i sprices extremely high here
https://www.businessinsider.com/cult-brands-2012-6?IR=T#yuengling-8
2) Physical Infrastructuer- Havells Hair starightner
They need not be sold in showrooms and can be sold online too
https://www.havells.com/en/consumer/personal-grooming/female-grooming/hair-
styling.html#gref
3) Physical location- Usha
Since rural areas in India don't have cshpwrooms closer to their home thy have ro tarvel
farther and they do to get the product they desire. But now comoanies are trying to focus
on rural markets
https://www.livemint.com/news/india/white-goods-and-appliance-companies-pin-hopes-
on-rural-markets-to-lift-sales-11593770848064.html

Remarks:

rural buyers obey what is called hierarchy of markets. big ticket items are always bought from district HQ or bi
g town. therefore durable distribution beyond a point may not achieve much.

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Q5 - Cite one example for each of the following with reference to a cult
brand i) turning tables ii) bait the hook iii) firewall. Note that the examples
you choose cannot be personal brands like Amitabh Bachchan or Swami 4.50/1
Vivekananda or Michael Jackson. They have to be person independent 0
products or services. You can cite a different brand for each example. You
can choose Indian or global examples.

Answer:
2) bait the hook- Soul Cycle-
Sould cycle is more spiritual. Its mission is to get soul to people.
It is called cult by the outsisders as people sweat it and pay a lot. Instructors motivate
them by saying you can climb up the hill
https://www.matterofform.com/news/articles/alchemy-of-a-cult-brand
https://www.bbc.com/news/magazine-33723769
3) Firewall- Van
Vans built communities based on support . recognised cutomers as owner. Opened its
own skate parks
https://hbr.org/2009/04/getting-brand-communities-right
1) Turning tables- Yeungling
Coors was the original cult beer but failed, then corona couoldn't maintain close knit
following. Yeungling is filling the role
https://www.businessinsider.com/cult-brands-2012-6?IR=T#yuengling-8

Remarks:

too many students writing about Vans

how exactly is yeungling turning tables?

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Q6 - Mention 2 specific concepts you do not agree with in the book

“Strategic Brand management” giving reason why? Give one example for 5.00/1
each to substantiate your criticism? Do not repeat the examples given by 0
faculty or fellow students in the class.

Answer:
Brand shoul have a duality - disagree
this is not necessarily true. It may not always appeal to both heart and head
we may use MRF tyres just beacuse there are rational reasons and the quality is good
https://tyres.cardekho.com/mrf-tyres/user-reviews
Cobranding may not always be a about creating distive product
Cobranding- Bodyguard movie and tiger security service-
https://www.youtube.com/watch?v=nVLpnxU7rZI
Reasonable match bwteen celebruty and barmd
X-per bar or exo bar where madhuri and shilp ppromote the brand

Remarks:

Co-branding, of course, need not be about creating a distinctive product. that is only one of the forms of co-bra
nding. also merely promoting a brand doesn't mean co-branding. we discussed this in the class.

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