Product and brand management


Question 1: Define the term product. Propose and describe a system for categorizing products.

Question 2: Product line decisions are crucial and crucial in an enterprise. Describe the factors affecting the product line decision.

Question 3: Describe the concept of product life cycle (PLC). Comment on PLC as an help to new product development planning strategies.

Question 4: Describe the scope and importance of product management function in today’s dynamic marketing environment.

Question 5: With the help of appropriate examples and describe the factors which can be responsible for the failure of a new product.

Question 6: As a product manager, you have received about 5 new product ideas in your processed food division. What are the processes which can be used to screen such ideas and choose the best one? Which process would you like to use and why?

Question 7: Describe product focused versus market focused organizations.

Question 8: Define the term Brand? Write about the branding levels.

Question 9: Describe the merits and demerits of celebrity endorsement for a brand use an example.

Question 10: Define the term co-branding.

Question 11: Define the term brand extension.

Question 12: Explain the various types of brand extension strategies used by brand managers.

Question 13: Describe the concept of Commodities versus Brands.

Question 14: Describe the Strategic Brand Management Process.

Question 15: ‘Brand is the most lasting asset of Organization’. Illustrate this statement with reference to ‘Brand Equity’.

Question 16: Describe in detail different Qualitative Techniques to measure the Brand equity. Highlight pros and cons of each. Which is the most appropriate technique and why?

Question 17: Describe in detail different Quantitative Techniques to measure the Brand equity. Highlight pros and cons of each. Which is the most appropriate technique and why?

Question 18: What do you mean by the term Positioning? What are the key considerations while designing positioning strategy for a product? Describe the alternative bases for positioning that you can apply for:

• A toothpaste.
• Cornflakes.

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Other Management: Product and brand management
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