School of Management

KIIT University, Bhubaneswar

MBA V Trimester Mid Term Exam (2008-10)

Subject: Product & Brand Management (PBM)

Time: 2 hours Full

Marks: 20

Instructions:

1. Answer five questions from the following. Keep your answers brief and
comprehensive.
2. This is a closed book exam. Only the print out of the HBR article “Breaking
Free from the PLC” is allowed for reference.

1. You have joined as product manager in a MNC. You are responsible for the
management of a product line consisting of passenger cars. The market share
has declined during the last few months. As required by VP [marketing], you
have to do a thorough category analysis and submit the report along with the
report recommendations to improve the situation. 4 marks

2. Prepare the competitive set [at all 4 levels of competition] for any two of
following products and use brand switching matrix based on hypothetical data
of consumer behavioral study to help the product manager in understanding
the competition.

a. Maruti A-Star (Car )

b. HP-Pavilion (PC)

c. Times of India (Newspaper) 2x2

=4 marks

3. Describe the factors which influence ‘pricing decisions’ of products. Explain

with examples how each factor influences price of the product.
4 marks

4. Select a product of your choice. Do a thorough competitor analysis with

respect to at least the following factors:

a. Product features

b. Strategies
 c. Differential competitive advantage
4 marks

5. According to article “Breaking free from PLC”, marketers are disrupting PLC by
redefining the boundaries between product types. List out at least two points
of advantages and disadvantages of the different strategies followed by the
marketers to defy the ‘rules’ of the life cycle with specific reference to the
Indian market. 4 marks

6. There are two distinct lines of thinking…according to one the best way to keep
brands healthy is limiting exposure to line extension as much as possible. A
little extension won’t kill you, but too much of it can easily overdose and kill
the brand. For e.g.: Toyota is reliable, Lexus is luxury, and Volvo is safe….
Contrary to that is another line of thinking, which is “Brand extensions are
inexpensive alternatives to growth”. Critically analyze both the thoughts and
suggest one that you will go for as a brand manager of a consumer durable
company. 1.5 x 2 +1 =4 marks

7. Is it necessary for product managers, who often pay too much attention to
points of differentiation, to also focus on frame of reference and brand’s
common features? Keeping in mind the same explain the positioning strategy
of: Top Ramen Smoodles and Perk Chocolate coated wafers.
1+ 1.5 X2= 4 marks

8. Customer value involves two basic notions of value: Category value and
Relative value. Identify the focus in these two notions. With the use of
hypothetical examples assess the value of product category and the
brand/product/service. 4 marks

******Best of luck*****