Biju Patnaik University of Technology 2010 M.B.A Product and Brand Management - Question Paper

6 TRIMESTER EXAMINATION-2010
PRODUCT AND BRAND MANAGEMENT
FULL MARKS-70
TIME- three HOURS
1. discuss the subsequent very briefly:[2 marks each]
(a) Augmented product
(b) Go-error and drop fault
(c) Brand hierarchy
(d) Brand extension
(e) Multiple branding
(f) Shopping goods
(g) Prototype development
(h) Concept testing
(i) Laggards
(j) Strategic Business Unit

2. What do you mean by New Products? elaborate the reasons for New Product failure? As a product manager how would you prevent the new product failure and ensure its success?[10 marks]

3. A Premium end hair gel was launched by an MNC in the Indian market. A careful research indicated that it has a niche market but is very profitable.However, it coincided with the timing of a different gel launch by an Indian company.Both the products were a success.What factors attributed to every company's success?[10 marks]

4. What is test marketing?What are its objectives?Discuss different kinds of test marketing procedures.[10 marks]

5. "Product strategies are needed to be changed due to modifications in consumer needs, technology, government regulations and product life cycle".Elaborate.[10 marks]

6. What is Brand identity?Explain the brand identity prism and analyze the brand identity of "Lifebuoy".[10 marks]

7. "Brand personality is the sum of all the significant tangible and intangible assets of a brand".Explain the statement emphasizing on the process of building strong brands.[10 marks]

8. What is Brand extension? Why should companies go for brand extension?Discuss different kinds of brand extension strategies.10 marks]

Earning:   Approval pending.