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Brand Management
1. Select any two brands of aerated beverages viz. Coke, Pepsi, Mountain Dew, Thumbs Up, Slice, Frooti etc. Identify the key elements of each of these brands; elements being salient features or physical attributes, like colors used, jingle, brand ambassador etc. Evaluate the target markets and positioning of these brands. What are their main points of parity and points of difference? Compare and contrast these brands on these parameters.
2. Using the illustration of any one established brand such as Google, Amazon, Apple, Honda or Samsung, explain the six building blocks of a Brand Resonance Pyramid. According to you, for this brand, which aspects contribute the most to the brand’s high resonance with customers? Justify your answer.
3. The motor industry is an area where branding is particularly strong. Global awareness of the three-pointed star of Mercedes-Benz is second only to Coca-Cola. Recent research in the motor industry claims that some of the best-known brands can probably attribute at least half their worth or their equity to the brand. Consider the case of a well-known motor manufacturer - Skoda and how its brand equity increased through changing its image. Initially, Skoda was one of the largest manufacturers, a leader in design & technical innovation, offering some of the most prestigious cars such as the luxury limousines. With time, Skoda became unable to keep up with western manufacturers. Due to lack of creative and innovative ideas and manufacturing processes, the reputation and image of Skoda suffered. The company required a sound partner with the ability to invest, not only money, but also management expertise, thereby improving the efficiency of its factories & raising quality standards. Volkswagen came as a saviour and the partnership was accepted whole-heartedly. Skoda became the fourth brand in the Global Volkswagen Group along with Volkswagen, Audi and Seat. The strategic aim was to reposition the marque, reinforcing the core brand values of high quality & exceptional customer care. Repositioning focused on Skoda’s exceptional value for money, reliability, functionality, quality and integrity. Skoda drivers are people who are unpretentious, down to earth and honest. The features, benefits and services that a customer will get from buying a new Skoda, will be its performance, looks, modernity, colour choice, design, engine and specification on one hand and its brand's name, image, quality, features such as twin airbags, electric windows front and rear etc., on the other hand, besides high levels of customer service and after-sales. Skoda’s core benefits include a high specification, matching rivals, complying with international standards of safety and emission. Components are supplied by top manufacturers such as Siemens, Bosch and Rockwell and specifications have been improved. The augmented product involves the quality of after-sales service, extended warranty conditions and credit. In fact, Skoda’s customer loyalty, i.e. repeat purchases, is second only to Mercedes. Using the Skoda brand name to launch a new product, through the strategy of brand extension, enabled Volkswagen to enter new market segments. Skoda’s product range is priced towards the lower end of the market, creating a fitment with the strategy of the Volkswagen Group. Skoda’s advertising campaign portrayed the positive changes, emphasizing on its partnership with Volkswagen. Previously, the stereotype of a Skoda owner was predominantly male and retired. Recent changes in brand image and positioning have attracted affluent retired people, independent working women, non-working women and younger family men, leading to large increases in sales world-wide.
a. “A car brand is more than just a marque” Evaluate this statement and support with suitable justifications.
b. Evaluate the repositioning strategy of Skoda and its induction in the Volkswagen’s portfolio.

Customer Relationship Management
1. As a customer, which are the best loyalty programmes that you have experienced? Share any 2 programmes with their outstanding features and scope for improvement.
2. How important is Customer Life Time Value in understanding customers & taking important business decisions? Illustrate with examples of brands that are leveraging the concept of Customer Life Time Value.
3. Aarav is a highly successful web designer known to exceed your clients’ expectations. He has a new client Ferris Wheel events which is a startup who have a limited budget but are looking for an effective solution to build traffic for their website and create their presence on the internet.
a. What aspects are imperative to the success of a site design?
b. Discuss the payment gateway options that you would propose to Ferris Wheel.

International Marketing
1. You are an Indian Company manufacturing shoe and exporting to EU through your office in London. Now you have decided to manufacture some of your products in EU and use this as an opportunity to expand your business in that part of the globe. You want to set up the factory either in UK or in Poland for his purpose. Evaluate the two location options of setting up the Plant and Business on basis of International Business & Marketing Environment parameters to come to a decision.
2. You are the CEO of a world renowned Toy Brand and wish to enter India. Evaluate any 3 entry options to enter into India. Which of the market entry options would you finally choose & why?
3. The South African Toothpaste market has strong growth and reasonable volume. The market is dominated by Colgate and GSK which have more than 85% market share amongst themselves. The rest 15% percent are scattered within 3-4 local players. Colgate & GSK are at similar price point while all the other local players are about 20-25% cheaper in prices. The top three parameters of buy of the consumers there are Health, Sensitive Teeth & Freshness in that order. While Colgate positions itself on health platform, GSK on sensitive teeth, other local players are mixed (confused?) positioning. One of the biggest reason for lower market share of local players is poor print quality on the toothpaste tubes whereas Colgate/GSK gets its products from Europe where better quality printing facility on tubes is available. You are an Indian Toothpaste brand and have reasonable share in the Indian market on herbal platform. You are now eyeing that market where there is no clear number 3. You have set up a Contract manufacturing and Distribution partnership with one of the leading business housed in SA who apart from other businesses are also into FMCG but not into Toothpastes. You have decided to export quality printed toothpaste tubes from here for the purpose to overcome the problem faced by local manufacturers.
a. Suggest what would be your pricing strategy for the new brand of toothpaste that you would introduce in South Africa market based on the information.
b. Suggest the possible brand positioning for your Toothpaste in the Tanzania Market.

Insurance and Risk Management
1. India has one of the lowest Insurance penetration rates in the world. Given this fact, if you were to take over as the CEO of a brand new private sector Insurance company “We Ensure You” that is about to commence its operations shortly. Prepare a presentation to presented in front of the board members on the future of health Insurance market in India and how this company would contribute in creating awareness among the people about the health insurance.
2. Kiran is appointed as a life Insurance Agent in a renowned Insurance company. In order to acquire and expand her client base she is required to prepare a presentation on the needs for buying life insurance policy. Discuss the Needs for buying the life Insurance Plan which she may use for designing the presentation.
3. Shyama after completing her MBA from a renowned college got placed as an assistant manager in a Risk Management Department of an Insurance firm.
a. Shyama’s manager ask her to give a short presentation on the concept of Risk Management and its objectives.
b. Also she has to discuss the various techniques of Risk Management. Help Shyama with her presentations.
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