Solapur University Question Paper
M.B.A. II (Semester – III) Examination, 2014
MARKETING MANAGEMENT (Paper – I) (Group A)
Paper – XIX : Product and Brand Management (New)
Day and Date : Friday, 30-5-2014 Max. Marks : 70
Time : 11.00 a.m. to 2.00 p.m.
Instructions : 1) Q.No.1 is compulsory.
2) Solve any two from Q.No. 2 to 4.
3) Solve any two from Q.No. 5 to 7.
1. Mr. Mehta has recently completed his management graduation from states.
He is not interested in joining his family business. He plans to start a new
venture. His friends advised him with various avenues. He was thrilled by the
idea of entering the hospitality sector. After a brief research he has observed
that-
1) There are no five star hotels in tier II and tier III cities.
2) There are lots of infrastructural developments in these cities.
3) There is a change in the habits of people in these places because of raised
income level.
4) Even for rural people these cities are the only destination to spend.
As a management graduate he believes that the success of this business
depends upon branding and franchising. He has come to you for consultation.
a. Analyse the case 5
b. Identify the problem 2
c. Discuss alternatives 5
d. Suggest the best solution 2
2. Write short notes (any two) : 14
a) New product development process
b) Brand visioning
c) Elements of brand personality.
Seat
No.
P.T.O.
SLR-XY – 48
3. Write short notes (any two) : 14
a) Factors affecting product packaging
b) Co-branding
c) Types of brand extensions.
4. Write short notes (any two) : 14
a) Need for branding
b) Brand ambassadors
c) Brand repositioning.
5. Define product. Explain various product mix decisions with examples. 14
6. Define brand equity. Explain Customer Based Brand Equity (CBBE) model of
building brands. 14
7. Define brand image. What are the sources of brand image ? Explain with examples. 14
—————————
M.B.A. II (Semester – III) Examination, 2014
MARKETING MANAGEMENT (Paper – I) (Group A)
Paper – XIX : Product and Brand Management (New)
Day and Date : Friday, 30-5-2014 Max. Marks : 70
Time : 11.00 a.m. to 2.00 p.m.
Instructions : 1) Q.No.1 is compulsory.
2) Solve any two from Q.No. 2 to 4.
3) Solve any two from Q.No. 5 to 7.
1. Mr. Mehta has recently completed his management graduation from states.
He is not interested in joining his family business. He plans to start a new
venture. His friends advised him with various avenues. He was thrilled by the
idea of entering the hospitality sector. After a brief research he has observed
that-
1) There are no five star hotels in tier II and tier III cities.
2) There are lots of infrastructural developments in these cities.
3) There is a change in the habits of people in these places because of raised
income level.
4) Even for rural people these cities are the only destination to spend.
As a management graduate he believes that the success of this business
depends upon branding and franchising. He has come to you for consultation.
a. Analyse the case 5
b. Identify the problem 2
c. Discuss alternatives 5
d. Suggest the best solution 2
2. Write short notes (any two) : 14
a) New product development process
b) Brand visioning
c) Elements of brand personality.
Seat
No.
P.T.O.
SLR-XY – 48
3. Write short notes (any two) : 14
a) Factors affecting product packaging
b) Co-branding
c) Types of brand extensions.
4. Write short notes (any two) : 14
a) Need for branding
b) Brand ambassadors
c) Brand repositioning.
5. Define product. Explain various product mix decisions with examples. 14
6. Define brand equity. Explain Customer Based Brand Equity (CBBE) model of
building brands. 14
7. Define brand image. What are the sources of brand image ? Explain with examples. 14
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