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Question 1:
(a) What is brand management? What are your favourite brands and why?
(b) Select two consumer brands of your choice which compete in the same market. Evaluate their relative points of parity and points of difference using the positioning guidelines to support your answer.
(c) Explain the concept of shadow branding.
Question 2:
Critically explain the reasons for failures in New Product Development (NPD) and how would you overcome them?
Question 3:
Write short notes on the following :
(a) BCG Matrix Model (b) Brand Equity (c) How to revitalise an unrecognised brand (d) Concept of selling the brand inside (e) Anatomy of a Product
Explain about the Brand Equity. Brand Equity: Brand equity includes a set of assets correlated to the brand’s name and the symbols which adds to the value given by a prod
Explain about the Use Associated Segmentation. Use Associated Segmentation: An extremely effective and popular form of segmentation categories consumers in conditions of
How should shopper''s stop develop its demand forecasts?
What is lead generation in personal selling process? Lead generation: Identification of prospects is initial step in personal selling process. Organization produces the l
Determine the marketing and business objectives Organisations engage with a variety of audiences in order to pursue their marketing and business objectives. Engagement refers
INTRODUCTION ? CUSTOMER NEED & SATISFACTION LEVEL?
How is Advertising affected by retaining customers of a firm? Advertising: Customers genrally influence other members of their affect group who rely upon them for referen
How is building a brand in a business-to-business context different from doing so in the consumer market?
The DD drinks company was founded over one hundred years ago by a deeply religious family and has been recognised as being a good employer ever since. The company has a long histor
Question 1 (a) Recode respondents based on the following: (i) Q2 into "unlikely" (1), "perhaps" (2) and "likely" (3) using the following classification: Old and New Values
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