Product & Brand Management V2
Product & Brand Management V2
Product & Brand Management V2
Assignment A
Case Study
Patanjali Ayurveda was founded by Baba Ramdev and Acharya Balkrishna in the year
2006. The latter owns 94% of Patanjali Ayurveda. Patanjali is the fastest growing
FMCG company in India. It has grown more than 10 times in revenue in last five
years, an unprecedented feat in Indias FMCG (fast-moving consumer goods) industry.
In 2015, Patanjalis sales grew by 150 percent to Rs. 5000 crore and now the
company is targeting for Rs. 10,000 crore revenue in 2016-17. They have 4000
distributors, 10,000 stores and 100 mega-marts. They have also tied up with retail
chains like Future Group and Reliance Retail. The company is in talks to raise
around Rs. 1000 crore in project loans so as to set up four new manufacturing
plants.
5. Simple packaging, that gives it a natural look: If you notice, Patanjali sells
its products with a very simple packaging. Now, many would feel that it is not a
good strategy but the truth is it is working for Patanjali. With a product like
Patanjali, where the message is to promote Ayurveda and Health, simple
packaging can be a very effective way of promotion and that is why the company is
able to do miracles with its simple yet effective packaging. With a natural look
(especially with leaves and herbs), consumers get a feeling of health and wellness
and they are attracted to buy the product.
Q.No 2: What role does consumer behavior play in the success of the brand like
Patanjali? Support your answer with examples.
Q.No 3: Critically evaluate the role of Word-of-Mouth in the success of the brand
Patanjali.
Assignment C
1. refers to a brands objective (functional) attributes in relation to
other brands.
(A): Brand position
(B): Product position
(C): Brand relationship
(D): Both 1 and 2
2. defines what the brand thinks about the consumer, as per the consumer.
(A): Brand attitude
(B): Brand positioning
(C): Brand relationship
(D): Brand image
7. A marketer need to understand that some general traits of a brand name are:
(A): Easy to recognize
(B): Easy to pronounce
(C): Easy to memorize or recall
(D): All of the above
8. Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band aid and Ujala
are the examples of..
(A): Descriptive Brand Name
(B): Suggestive brand name
(C): Free Standing brand name
(D): None of the above
28. The target audience for an advertising campaign is which one of the
following?
(A): Information base on which to develop the campaign
(B): Location and geographic distribution of persons
(C): Group of people toward whom the advertisements are directed
(D): Overall goal of the advertising campaign
29. According to researches under brand perception, which of the following
statements is NOT TRUE?
(A): 25 percent of customers spend no time in their decision making
(B): 56 percent of customers spend less than 8 seconds in decision making
(C): Customers use little information in routine purchases of low involvement items
(D): The brand messages must not be so simple and much focused
30. You do not give the same treatment to a fake brand even if it carries the
label that may look genuine because:
(A): The actual brand is not there
(B): The actual product is not there
(C): The actual brand is there
(D): Actual product is there
31. Usually brand managers may not get into a large portfolio of brands due to
some reasons. Which one of the following in NOT the reason for the growth of brand
portfolio?
(A): Owing to growth
(B): Owing to acquisition
(C): Need to have small portfolio
(D): Cannibalization
32. Which one of the following options will be enhanced by delivering the key
benefits of a brand that are important to the customers?
(A): Positioning
(B): Competition
(C): Extension
(D): Repositioning
Question
34. According to Scot Davis, how many years are required to change the brand
positioning?
(A): Three to five years
(B): Two to five years
(C): Eight to Ten years
(D): Not specific
35. If a company introduce same brand name for several product in different
markets then company is applying which one of the following brand strategy?
(A): Product brand strategy
(B): Line brand strategy
(C): Rand brand strategy
(D): Umbrella brand strategy
36. To fill the financial contribution gap, brand managers use different
strategies EXCEPT:
(A): Expand markets and availability
(B): Improve distribution
(C): Improve communication
(D): Improve supply chain management
37. Which one of the following is the characteristic of brand strength?
(A): Price premium
(B): Patents and rights
(C): Perceived brand personality
(D): Brand reputation
38. __________ is a reflection of what we projected to send to the public.
(A): Brand identity
(B): Brand function
(C): Brand image
(D): Brand positioning
39. Financial objective deals with __________.
(A): Revenue growth
(B): Winning greater market share
(C): Overtaking competitors on quality
(D): Staging innovations
40. A brand manager is responsible for the destination planning of the brand in
terms of its future movements related to all, EXCEPT:
(A): Marketing research
(B): Distribution improvements
(C): Overtaking competition
(D): Markets to serve