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Brand management
NMIMS Global Access
School for Continuing Education (NGA-SCE)
1. First
impressions matter and when you visit a supermarket, that becomes
moreimportant. You see the shelves loaded with multiple products and usually if
thepackaging is eye catching, then you are drawn to it and may even think about
trying theproduct. Clearly packaging encourages purchase. Brian Wansink was
fascinated by itand what were his findings?
Answer: Brands are everywhere in our
life. A product is anything that can be offered to a market for attention, use,
or consumption that might satisfy a need or want. A product is a physical good,
service, retail store, person, organisation, place, or idea. A brand helps the
customer to distinguish the goods of one producer from another. Let us
understand the conceptual meaning of the term brand. A person is known by a
name. Likewise, a product is known by a brand name, which enables the consumers
to distinguish it from other products. A brand name of a product or service
means many things to a consumer. It may mean a symbol of quality or it may be
associated
2. Joanie wants
to open a new store location 100 miles from her existing shop. Which ofthese
strategies is she considering? Explain Ansoff’s Growth Matrix completely
withthis example.
Answer: Securing
competitive advantage, controlling market share and generating profitare not
enough. Companies have to constantly look for growth and expansionbecause only
this can give long-term sustainability in terms of market leadershipor
position. Growth here does not mean incremental growth or change as
isunderstood in stability strategies; this should be more visible or distinct.
Growthor expansion may be defined as distinct increase in sales or turnover or
marketshare (and also profit). Different strategies can lead to growth or
expansion.These include penetration into the existing market, product or
marketdevelopment, integration and diversification. Diversification can be in
terms ofstrategic alliance, merger, joint venture and takeover or acquisition.
Corporatestrategists have to consider all alternative growth strategies which
are availableand choose the most appropriate one based on the company’s
resource base,business assets and skills and the competitive environment.
Ansoff’s growth
strategy
The Ansoff
Growth matrix is a tool that helps organisations to decide abouttheir product
and market growth strategy. Growt
3. Mother Dairy
Fruits & Vegetables, a company with a billion-dollar (Rs
4,200-crore)turnover, has been a well-established player in NCR known for
products the firm hasbeen largest seller of milk in NCR, with 65% of the
revenue being contributed by milk.Amul entered Delhi market few years back and
in 2011 with in a span on 4years itdefeated mother dairy in terms of market
share. Amul procures fresh milk andpackages it. Mother dairy adds powder milk
in its products to the tune of 40%. Thisspoils the taste of the product. Also
Amul is credited with more awareness andknowledge about its products amongst
consumers. Amul is a leader in the ice creamsegment of the country. Their
capacity to develop products and gain market leadershiphelped them gain
substantial share in the NCR region in the milk segment raisingquestion marks
on the brand equity of the company. Mother Dairy has been marketleader in NCR
for 35 years. Losing ground to Amul in 2011 in the milk segment isforcing
company to rethink its strategy. They plan to increase their capacity and
alsoexpand procurement of the milk. One of the regions whyconsumer shifted to
Amul has been difference in the taste of the milk. Amul milk isfresh where as a
portion of Mother dairy milk is reconstituted. Mother dairy sellsthrough its
own outlets and home delivery is not possible whereas Amul used channeland home
delivery of the milk is possible. Mother dairy milk price has been less thanthe
price of Amulmilk, still a huge number of mother dairy loyals moved to Amul.Now
Mother dairy is restructuring its strategy and systems to combat Amul.
a. What would
you suggest to Mother Dairy for its revitalization plan?
b. What more
challenges you foresee for the brand?
Answer: a) Brand image
is the perception of customers about a particular brand. Image of any brand
tends to develop over time. Brand image is formed in the minds of customers
based upon the experience and interaction of the customers with the brand,
interactions can take place in different ways and not necessarily only the
buying or using of the product and service.Brand repositioning is undertaken in
order to increase a brand’s competitive position and therefore increase sales
volume by seizing market share from rival products. When repositioning
companies can change
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