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This particular Assignment references the syllabus chosen for the subject of Marketing Management, for the July 2024 - January 2025 session. The code for the assignment is MMPM-03 and it is often used by students who are enrolled in the MBA (New), MBAMM, PGDIMM Degree.
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1 a) Distinguish and discuss with suitable examples the term product and brand one each from an FMCG and a consumer durable of your choice.
b) Explain with an example the meaning of a Product and Product line. What are the key reasons/ideas for companies venturing into product lines? Discuss. Elaborate on the need, necessity and criteria for new product development ideas.
2 a) List out and explain the reasons for firm to consider new product development ideas in their businesses. Assume that the country’s lending passenger car manufacturer is contemplating to introduce a two seater micro car for the Indian market. How will the company set responsibility for developing this micro car at the corporate level as well as the divisional level? Explain the kind of role and responsibilities at both the levels.
b) Define a new product. What are the various types of new products that you are familiar with give examples. It is necessary that the new product needs to be launched? If yes or no, furnish your reasons to justify.
3a) What is branding? Discuss its strategic relevance. Explain the key branding policy decisions that are available to the marketer and their advantages and disadvantages.
b) Explain the concept of brand equity. The brand equity development is a process which is spread over a period of time with continuous brand building effort. In the light of the above statement you are advised to select a strong and powerful brand of your choice and track/trace the effort which has gone into the making of a strong and powerful brand.
4a) As a marketers, what elements of brand you would consider significant that would help in the task of building brand equity. Select a brand of your choice and discuss the elements where the brand building was visible over a period of time.
b) Explain your understanding of a domestic brand Vs. global brand. Explain with an example the key reasons why marketers embark on expanding their brands to overseas/international markets?
1. a) What is a Product? Discuss the Product Characteristics and its classification with suitable examples.
b) Explain the concept of Product Portfolio. Discuss the BCG-growth share matrix that you are familiar with.
2. a) Comment on how a firm organizes the process of new product development process. Discuss setting the responsibility for new product development in the following situations.
i) New product development at the corporate level
ii) New product development at operating level
b) What is a new product? Briefly discuss the various techniques used for generated new product ideas.
3. a) Explain the concept and significance of branding. Illustrate. Discuss the steps involved in the brand selection process.
b) Comment on the brand building blocks you are familiar with. Discuss the key initiatives that markets ought to consider in branding decisions.
4. a) What are the factors to be kept in mind in choosing brand element and how do they help in building brand equity?
b) What are the five levels which brand can use to sustain value overtime?
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