M.B.A. (Part II) (Semester III) (New CBCS) Examination, 2018
gr.a Marketing Management
Paper I brand management and social marketing
Day and Date Wednesday, 12-12-2018 Max. Marks 70
Time 10.30 a.m. to 1.00 p.m.
Instructions All questions are compulsory.
All questions carry equal marks.
1. Multiple Choice Questions 14
is something which resides in the minds of consumers.
Story Product Brand Service
is a visual depiction of different types of associations.
Mental Map Brand equity Idea Marketing
The process which helps to trace value creation process and helps to
understand financial impact of brand marketing is called
Brand value chain Brand mantra
Event Culture
Strategy of using individual family brand names is referred as
house of brands strategy house
house of products extended strategy
A strong brand commands
Intense consumer loyalty Intense employer loyalty
Intense employee loyalty None of the above
The functional risk of brand is related to
Price Performance
Social image Our self concept
Marketers can apply a branding on
Physical good A service
A store and organization All of the above
Seat
No. Set P
P.T.O.
Set P
is a set of all brands and brand lines that a particular firm offers
for sale to buyers in particular category.
Product mix Product line
Brand ¡ortfolio Brand line
When the same brand name holds several products in different markets, it
is known as the
Umbrella brand Source brand
Multi-brand Range brand
10) is a graphical representation of all the brands and products sold
by firm.
Mental Map Brand Mantra
Brand Equity Brand Product Matrix
11) Which of the following social networks allow you to create pages to promote
a brand or a company
YouTube Facebook
Twitter WhatsApp
12) What is a blogging platform
It is software used to create a blog and publish content
It is a blogging strategy
It is a part of blogosphere
It is a blog optimization tactic
13) Social media marketing uses social networks in order to
Create a website
Promote a company and reach more users
Monitor online performance
Share content via newsletters
14) Google+ profiles are for
Individual users to connect with their friends
Celebrities, businesses and institutions to create online presentation
Groups of users who share the same interest
Webmasters to publish Google ads
2. Write Short notes 14
Customer Based Brand Equity.
Celebrity Endorsement.
SLR-CL 30 *SLRCL30*
Set P
3. Write short notes 14
Social Media as a Marketing Tool.
Leveraging Process.
4. What is Brand What can be branded Discuss advantages of Branding. 14
OR
What are different qualitative and quantitative research techniques for brand
equity measurement
5. Case Study 14
Alpha Pharmaceuticals had launched brand a high protein biscuit brand
and it was successful in market. Then looking at its success, company decided
to work on new product development of biscuits rich in proteins, minerals and
vitamins. Advisors suggested that since most of the people in the country were
suffering from protein deficiency, the product, enriched with protein, would be
desirable and should be big success, specially with a view of its competing brand
having a high price. The Marketing Research Department of the company also
gave green signal to the project after conducting brief survey.
The company launched its biscuits with 'Plus Protein' brand name in 400 gm.
Packet consisting of 60 biscuits and priced at Rs. 75 i.e. Rs. 150 per Kg. The
product was heavily advertised in the newspapers, health magazines, radio and
television. The target audience was middle class, who, it was believed, suffered
from protein deficiency and can afford Plus Protein biscuits. The ordinary biscuits
were available in the market at the rate of Rs. 30 to 40 per Kg. The trust of Plus
Protein Biscuits in the campaign was that these biscuits contain 3 times more
protein and have additional minerals and vitamin value.
The product was promoted through doctors and medical representatives.
They gave discount coupons to doctors for passing on to their patients for
buying biscuits. Despite heavy advertisement and canvassing by medical
representatives, the product was unable to attract customers. There was no
effect on the sale of 'Proptin' brand. The company could not achieve target for
the first year sales remained almost static for the next year.
Analyse the case, identify problem, suggest alternative solutions and give best
alternative for the company.