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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 the various approaches better followed by smcg companies in test marketing?
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how to position the competitors in cross map.
What are levels in internal marketing? Internal marketing should take place at two levels. Initial level, the various marketing functions are sales force, customer service, a
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Mobile phone majors Nokia, Ericsson and Motorola -along with a couple of aggressive new entrants like Samsung and Panasonic - are gearing up to grab a piece of action in the Indian
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