M.B.

A 407 M Brand Management Model Paper

Part A

Answer All Questions 1. A) Discuss in detail the significance of branding strategy to gain competitive advantage. (Or) B) Distinguish among different types of branding with suitable examples.

2. A) What do you understand by Brand Positioning strategy? Discuss few positioning statements with examples. (Or) B) Discuss on the role of brand ambassadors in endorsing brands. 3. A) What is Brand Equity? How do a company strive for building, maintaining and sustaining Brand Equity? (Or) B) Discuss on the brand loyalty programmers run by companies with suitable examples.

4. A) Discuss on the strategies of Brand rejuvenation. (Or) B) How can we monitor brand performance over the brand life cycle? 5. A) Critically examine the brand management strategies adopted by Hindusthan Unilever Limited. (Or) B) Evaluate the brand management strategies of Maruthi Udyog Limited.

(P.T.O)

Part B CASE STUDY (COMPULSORY) In 2001, Hindusthan Lever Limited (HLL), the Indian arm of the Unilever group, restructured its strategy to concentrate on its core brands brands that add to the bottom line of the company. This was because the FMCG segment, which accounts for most of HLLs business, witnessed lower growth rates in comparison to the double digit growth rates in the nineties. Besides, the companys core competence was in the consumer brands where the top 30 of its brands contributed to 75% of its sales. Based on these factors, HLL identified 30 national power brands and 10 regional brands from its portfolio of around 110 brands and directed its entire marketing efforts at developing and building them. Focus on select brands helped HLL to increase the scale of resources and spend more per brand. According to the chairman HLL, our objective is to deliver directionally with focus on certain key products. Questions for Discussion: 1) Analyze the branding strategy used by HLL. What were the advantages that HLL expected to secure by using such a strategy. 2) By under taking power brand strategy, HLL exited from certain segments. This enabled regional players to operate and develop their brands. Besides, some of the sub brands were repositioned under mother brands in different segments. How did these changes affect the marketing communication strategy of HLL

M.B.A 405 H COUNSELING AND STRESS MANAGEMENT Model Paper

Part A

Answer All Questions 1. A) Define counseling. Bring out the need and importance of counselling in the contemporary society. (Or) B) Discuss on different types of counseling with relative merits and demerits. 2. A) Discuss in detail the steps involved in counselling process to make counselling effective. (Or) B) Briefly explain different counselling interventions with respective limitations of each intervention. 3. A) All stress is not bad. Discuss this statement in detail with stress related concepts. (Or) B) Discuss in detail various stress related disorders. 4. A) Discuss in brief various relaxation techniques to reduce stress. (Or) B) Discuss the rote of self talk and positive self control in stress reduction. 5. A) Critically examine the causes of stress in college students and coping measures. (Or) B) Do you believe that busy executives kill themselves? Discuss the stress and coping strategies of executives.

(P.T.O)

Part B CASE STUDY (COMPULSORY) Nikhita Madhavan Joined as an officer is Alacarte International Bank through Campus recruitment. She is a topper in PGDM Programmer from 11M Indore with 9.2.CGP. She is offered a respectable position as Vice President Customer Relations directly reporting to senior President of the Bank. She is supervising 6 zones and 14 regions under her control. Induction programme was excellent for her. The problem started in the 7th month after she has been regularly posted in the above position. She was not ok, with the subordinates directly reporting to her. She was irritable and disturbs her relationships with others very frequently. She was 1500 KMs away from her home twon and unable to visit her parents veryafteer. She is habituated to skip break Past/ Lunch/Dinner very frequently. She did not Join the executive club and slowly became like a stay at home type person. Her mood swings and anxiety levels were increasing day by day and slowly loosing concentration and memory. She had sleep disorders and frequent digestive disorders. Health check up shows that she developed hypertension. The current Job was a big night - mare for her. Management reports on her performance review were not good enough. In view of all these she is interested to quit that Job which is very lucrative. As a stress consultant, how do you analyze her problem and what suggestions you give for her to help solve her problem.