NMIMS - Brand Management

 

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Brand Management

Dec 2020

 

1. Peter England a formal apparel brand is facing severe competition in the market because of the new players entered in the market & hence the sales are decreasing. As a Brand Manager, explain which extension strategy you would suggest to counter competition. (10 Marks) 

Introduction

The strategy of product line extension is an approach towards new products' development for Peter England's prospects or its existing customers. Extension of a product line means adding new substances to current products, instead of developing any new product from the start. In this

 

2. A leading firm in the Fast Moving Consumer Goods sector, found out through researcher that there is a vast potential in the branded flour (atta) market that could be tapped. On the basis of this the company decides to enter the market. Discuss the process of designing the positioning strategy for the product. (10 Marks)

 

Introduction

Getting into the best differentiation and positioning strategy requires well designing of a process, the goal of which is designing an identity that can not only confirm the brand or service or product's value in the mind of customers, it can also explain how and why the offering is better than the

 

3. Read the following Case & solve the questions given:

Bharat Motors has been selling the “Konard” brand of passenger cars in India for the last 60 years. Their car has been the leading car market share wise for the last 50 years. But, for the last 5 years the scenario has changed. Many multinational car companies have entered the country and introduced highly fuel efficient, user friendly, & high performance models in the country. The buyers have thus seen the market change from sellers to buyers’ market. Spectacular product characteristics have become the rule of the day. Resultantly Konard has rapidly and constantly lost the market share. Realizing that the company has no other alternative, they have tied up with a leading car company of Korea and are now ready to launch an absolutely new and drastically improved version of the old faithful Konard.

 

a. Is the company’s strategy of tie up with Korea car manufacturer and the readiness to launch a completely newer version of Konard a wise decision? Justify your answer. (5 Marks)

 

Introduction

In their article in Harvard Business Review, “Competing with Giants: …….. Local Companies (India being the country here) in Emerging Markets”,  Niraj Dawar and Tony Frost asserted that the barriers of the protectionists fall apart in emerging markets all across the world.  Seeing the advantage, MNCs are rushing towards India to harvest new opportunities and growth

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