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Product & Brand Management

Assignment A

1 Is there any relationship between brand personality and human personalty if

so comment briefly & what may be the consequences?
2 A Brand extension is the common phenomenon in the brand market, Illustrate
the need for brand extension?
3 Positioning the image of brand in the mind of customers is an art. Do you
agree with the statement? Discuss with examples how would you differentiate it with
re_launch of brand?
4 Explain briefly the process of brand re-launch? what are strategies used by
the marketer to re launch his brand in the market?Define target market?what is the
role of marketer he has to play in positioning the brand in the minds of customer?
5 What do you understand by brand management? Is the scenario changed with the
recent developments in the market? explain with example related to recent turns in
the market?
6 Explain how the branding will help organisation in
(1) Retail Sector
(2) Hospitality Sector
7 Differentiate among the different lines, the product line,product mix,
product width? Being the marketer manager of an FMCG company what strategies you
apply in your company for better results?
8 Discuss the various levels of brand loyalty What can be done by the marketers
to make ensure that they remain brand loyal?

Case Study

Patanjali Ayurveda was founded by Baba Ramdev and Acharya Balkrishna in the year
2006. The latter owns 94% of Patanjali Ayurveda. Patanjali is the fastest growing
FMCG company in India. It has grown more than 10 times in revenue in last five
years, an unprecedented feat in Indias FMCG (fast-moving consumer goods) industry.
In 2015, Patanjalis sales grew by 150 percent to Rs. 5000 crore and now the
company is targeting for Rs. 10,000 crore revenue in 2016-17. They have 4000
distributors, 10,000 stores and 100 mega-marts. They have also tied up with retail
chains like Future Group and Reliance Retail. The company is in talks to raise
around Rs. 1000 crore in project loans so as to set up four new manufacturing
plants.

Patanjalis Key To Success

1. Increasing number of health-conscious people: In recent times, people have

become more health conscious which is evident from the fact that many companies are
investing money in organic and Ayurvedic products. According to Nielsen, the health
and wellness segment is worth a sizeable Rs. 33,000 crore. It grew 6% over 2014.
Patanjali, with its Ayurvedic product line, is able to somehow capitalise on this
changing consumer behaviour and hence capture more market share.

2. Less price: Patanjali products are available at an attractive discount as

compared to their competition. The company sources products directly from farmers
and cuts on middlemen to boost profits. Hence, they are able to reduce their raw
material procurement cost and are able to produce goods at a much cheaper price.
Currently, Patanjali is making 20% operating profit which is higher than the
industry average.
3. Strong distribution channels: Patanjali products are sold through three types of
medical centres. These include Patanjali Chikitsalayas which are basically clinics.
Then there are Patanjali Arogya Kendras which are health and wellness centres. They
also have non-medicine outlets called Swadeshi Kendras. The group has 15,000
exclusive outlets across India. They also distribute through general retail stores.
As mentioned above, they have also tied up with well-known retail chains also. They
plan to grow to 1,00,000 outlets in the next few years.

4. Strong brand association with health: Patanjali is able to create a brand

perception of health and wellness among the Indian masses, primarily because of
Baba Ramdevs association with the brand who is considered to be a veteran of yoga.
Hence, more people are getting attracted to Patanjalis products and are re-buying
products more frequently.

5. Simple packaging, that gives it a natural look: If you notice, Patanjali sells
its products with a very simple packaging. Now, many would feel that it is not a
good strategy but the truth is it is working for Patanjali. With a product like
Patanjali, where the message is to promote Ayurveda and Health, simple
packaging can be a very effective way of promotion and that is why the company is
able to do miracles with its simple yet effective packaging. With a natural look
(especially with leaves and herbs), consumers get a feeling of health and wellness
and they are attracted to buy the product.

6. Media promotions: Baba Ramdev is considered to be a veteran guru of yoga across

the globe. He has been very co-operative with press and media and has maintained
good relationships with them. Also, he is known to have good connections with many
politicians. So he used both the facts to publicise his company free of cost. Take
for instance when Baba Ramdev approached Lalu Prasad Yadav and gave his face a
massage with a Patanjali face cream and it was covered by media. Or the Maggi
scandal when Baba Ramdev came forward and gave a statement that he would launch
safer and better-quality noodles.

7. Word-of-mouth promotion: Advertising and promotions typically account for 12-20%

of revenue expenditure by consumer goods companies. When a new company gets into
the business, this spending is significantly higher. During the introduction stage,
Patanjali followed a unique word-of-mouth publicity model and the entire revenue
was without any advertising. It was because of the brand loyalty of its customers
that the word-of-mouth promotion proved so successful for the company.
Answer Section
Q.No 1: Explain at length the Marketing Mix strategies of Patanjali with the
information provided in the above passage.

Q.No 2: What role does consumer behavior play in the success of the brand like
Patanjali? Support your answer with examples.

Q.No 3: Critically evaluate the role of Word-of-Mouth in the success of the brand
Patanjali.

Assignment C
1. refers to a brands objective (functional) attributes in relation to
other brands.
(A): Brand position
(B): Product position
(C): Brand relationship
(D): Both 1 and 2
2. defines what the brand thinks about the consumer, as per the consumer.
(A): Brand attitude
(B): Brand positioning
(C): Brand relationship
(D): Brand image

3. includes two aspects of a brand its associations and its

personality.
(A): Brand attitude
(B): Brand positioning
(C): Brand relationship
(D): Brand image
4. includes all that is linked up in memory about the brand. It could be
specific to attributes , features, benefits or looks of brand.
(A): Brand attitude
(B): Brand Associations
(C): Brand relationship
(D): Brand image

5. ..includes two visual signals of a brand its character (e.g. Amul

girl, Pillsbury doughboy) and its logo. Both are elements of brand identity.
(A): Brand attitude
(B): Brand Image
(C): Brand Symbol
(D): Brand Positioning

6. .can be thought of as a perceptual map of in which like products of

the same company (say, toothpaste) are positioned very close to one another and
compete more with one another than with brands of other companies.
(A): Brand Comparison
(B): Cannibalization
(C): Positioning
(D): Brand Associations

7. A marketer need to understand that some general traits of a brand name are:
(A): Easy to recognize
(B): Easy to pronounce
(C): Easy to memorize or recall
(D): All of the above

8. Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band aid and Ujala
are the examples of..
(A): Descriptive Brand Name
(B): Suggestive brand name
(C): Free Standing brand name
(D): None of the above

9. Kodak, Xerox, Exxon, Fuji are the examples of

(A): Free Standing brand name
(B): Descriptive Brand Name
(C): Suggestive brand name
(D): none of the above
10. Whisper, Visa, Tropicana, Surf, Limca, Crush, Denim are the examples of
(A): Descriptive Brand Name
(B): Suggestive brand name
(C): Free Standing brand name
(D): None of the above

11. Watches sold as a Jewellery is related to

(A): Titan Raga
(B): Tanishq
(C): Swatch
(D): GoldPlus
12. Whichever positioning you may like to choose, it has to stem from the point
of view of which one of the following so that they can own it?
(A): Customers
(B): Competitors
(C): Manufacturers
(D): Suppliers
13. Which of the following is NOT a dimension of brand differentiation? Select
correct option:
(A): Persona recognition
(B): Contract fulfillment
(C): Awareness
(D): Purchase frequency
14. Which one of the following strategic factor is NOT relevant brand equity
model by Young and Rubicam?
(A): Brand
(B): Differentiation
(C): Relevance
(D): Esteem
15. Which of the following industries generally do well during strong periods of
growth and do poorly during recessions?
(A): Pharmaceutical
(B): Food
(C): Cyclical
(D): Chemical
16. If a market is very mature, the challenges are
(A): Intense
(B): Weak
(C): Concentrated
(D): Deep
17. Fluoride ingredient could be used for toothpaste, is the example of which
one of the following?
(A): Copy
(B): Copy strategy
(C): Advertisement
(D): Promotion
18. Which one of the following is NOT the part of indirect channels?
(A): Distributors
(B): Wholesalers
(C): Retailer
(D): Telemarketer
19. The multi-brand policy comes out due to which one of the following option?
(A): Limitation of brand extension
(B): Limitation of market segment
(C): Limitation of brand equity
(D): Limitation of brand loyalty
20. The verbal portion of an advertisement, including headlines, body, and
signature, is called:
(A): Copy
(B): Storyboard
(C): Layout
(D): Script
21. IMC stands for what?
(A): Integrated Marketing Communication
(B): Integrated Management communication
(C): Integrated Marketing customer
(D): Integrated Management customer

22. The basic role of promotion is

(A): Information
(B): Manipulation
(C): Communication
(D): Interpretation
23. Advertising appropriations are largest for which type of product?
(A): Industrial products
(B): Convenience goods
(C): Specialty goods
(D): Infrequently purchased goods

24. The unique selling proposition (USP) was started in:

(A): Product era
(B): Advertising era
(C): Image era
(D): The positioning era
25. The changing market necessitates that managers must see the impact of all
EXCEPT:
(A): Technologies
(B): Lifestyles
(C): Product line
(D): Benchmarks of quality
26. Which one of the following is related to the brand?
(A): Cooking oil
(B): Shampoo
(C): Detergent
(D): Xerox
27. When any brand of cooking oil is launched with new formula (for more safety
of health), it is the example of which of the following?
(A): Extending your target market
(B): Extending the definition of business
(C): Extending your point of difference
(D): Extending the entire positioning

28. The target audience for an advertising campaign is which one of the
following?
(A): Information base on which to develop the campaign
(B): Location and geographic distribution of persons
(C): Group of people toward whom the advertisements are directed
(D): Overall goal of the advertising campaign
29. According to researches under brand perception, which of the following
statements is NOT TRUE?
(A): 25 percent of customers spend no time in their decision making
(B): 56 percent of customers spend less than 8 seconds in decision making
(C): Customers use little information in routine purchases of low involvement items
(D): The brand messages must not be so simple and much focused

30. You do not give the same treatment to a fake brand even if it carries the
label that may look genuine because:
(A): The actual brand is not there
(B): The actual product is not there
(C): The actual brand is there
(D): Actual product is there
31. Usually brand managers may not get into a large portfolio of brands due to
some reasons. Which one of the following in NOT the reason for the growth of brand
portfolio?
(A): Owing to growth
(B): Owing to acquisition
(C): Need to have small portfolio
(D): Cannibalization
32. Which one of the following options will be enhanced by delivering the key
benefits of a brand that are important to the customers?
(A): Positioning
(B): Competition
(C): Extension
(D): Repositioning

Question

33. __________ is a reflection of what we projected to send to the public.

(A): Brand identity
(B): Brand function
(C): Brand image
(D): Brand positioning

34. According to Scot Davis, how many years are required to change the brand
positioning?
(A): Three to five years
(B): Two to five years
(C): Eight to Ten years
(D): Not specific
35. If a company introduce same brand name for several product in different
markets then company is applying which one of the following brand strategy?
(A): Product brand strategy
(B): Line brand strategy
(C): Rand brand strategy
(D): Umbrella brand strategy
36. To fill the financial contribution gap, brand managers use different
strategies EXCEPT:
(A): Expand markets and availability
(B): Improve distribution
(C): Improve communication
(D): Improve supply chain management
37. Which one of the following is the characteristic of brand strength?
(A): Price premium
(B): Patents and rights
(C): Perceived brand personality
(D): Brand reputation
38. __________ is a reflection of what we projected to send to the public.
(A): Brand identity
(B): Brand function
(C): Brand image
(D): Brand positioning
39. Financial objective deals with __________.
(A): Revenue growth
(B): Winning greater market share
(C): Overtaking competitors on quality
(D): Staging innovations
40. A brand manager is responsible for the destination planning of the brand in
terms of its future movements related to all, EXCEPT:
(A): Marketing research
(B): Distribution improvements
(C): Overtaking competition
(D): Markets to serve

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