DATE : APRIL 2013 SEM: II MARKETING MANAGEMMEMT

QUESTIONS FOR CONTINUOUS EVALUATION 1. For the Industry selected by your group, select any three( one each by one student of the team of three) brands that are market leaders and are competitors to each other . Also list the other players in same product category / industry and show their respective market shares. 2. For any ONE of these selected brands/ products ( goods or services ) do the following : a) Display the company / brand LOGO and what does it communicate/stand for? b) What is the brands / manufacturers business philosophy and what Brand Value does it promise? c) Display the Brands / Products Market Share in total and in each target segment? d) Is the choice of the target segment appropriate according to you? Justify you answer. e) How does each Brand/ Product position itself vis-a-vis its 2 nearest competitors? Comment on its Positioning strategy. f) Which segment should the brand / product next enter / target as part of its growth strategy ? Why ? g) What according to you is the brands/products competitive edge and does it bring value to the company?

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5 Ps of Marketing for the selected product : a) Define the product/ service characteristics for the chosen product or service and explain the FIVE levels for the product selected. b) On what parameters do these products ( goods or service ) get differentiated from competitors products in the same product line? c) Discuss, where does the chosen brand/product (Item) fall in with respect to the following : i)Need Family ii) Product Family iii)Product Class v) Product Type d) Describe / display the Product Mix of the Company whose product/ brand you have chosen. Also define the depth, length, width and consistency of the product mix. e) Discuss where does your brand /product stand on its Pricing vis-a-vis its nearest 2 competitors discussed at Q.1. f) Discuss whether the products / brands price justify its quality / value / utility perception / inference? g) Discuss which of the following Pricing objectives does it satisfy and should it re-define its pricing strategy and why? i) Survival ii) Profit maximisation iii) Market Share maximisation iv) Market Skimming v) Product Quality Leadership iv) Product Line

h) What is the demand graph of your product/ brand over the last five years and is the demand price sensitive? i) Discuss the Companys marketing Channel. According to you, is the Channel Member playing his role actively? Justify . j) Discuss the Marketing Communication Mix and has it impacted upon its brand equity therefore ? k) Show any ONE Communication made by the company ( advertisement/ press note/ product demonstration/ rally/ promotion, etc) and answer the following : i) What is the message that the company wants to give to the consumers? ii) Is it successful in its intention? Why ? iii)If you were to design a promotional mix for the product / brand, how would you do it differently in terms of a) Message Strategy and b) Creative Strategy ? 4. a)Does the company / brand have new product offerings? If Yes, is there any innovation imperative faced by the company? Why and what? b) How and from where should the company collect new ideas for innovation in either product features/ product offerings/ packaging / market penetration through niches? 5. Does the brand/ product have a global presence/ market? If yes, which are those markets and what is the market share visa-vis the global best players ?