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DNYANSAGAR INSTITUTE OF MANAGEMENT & RESEARCH MBA –II SEM –IV
CONCURRENT EVALUATION FOR DM&CM
Faculty: Dr. Manisha Jagtap _____________________________________________________________________________ Note for writing the answer:
First page write your name, cell no, mail id and our Institute name, Semester and your
subject name & code.
All assignments should be written nicely and presented cleanly.
All questions are compulsory.
Refer the books for answers
______________________________________________________________________________
STRATEGIC BRAND MANAGEMENT (403DMCM)
Important Instructions:
1. The subject is evaluated on the basis of three components
Components Marks
A. Written Home Assignments 50
B. Caselets 50
C. Simulation Exercise 50
2. The submission has to be in the format prescribed for each component.
3. Answers should be in own words, copied answers will be not be marked.
4. Student Name, Contact number & Specialization must be clearly mentioned on the
submission sheets.
A. WRITTEN HOME ASSIGNMENTS
Assignments are to be written in Assignment sheets Each question carries equal marks and all questions are compulsory 1. “SLING” is a new alcoholic drink by ABC Breweries Ltd. targeted to the young working women.
Advice the company (ABC BL) on how to create the awareness for their brand in India.
2. Differentiate between revitalization and reinforcement of the brands, with the help of the
relevant examples from your everyday life.
3. A leading hair oil company plans to enter into the antiseptic skin cream business in competition
with the market leader Boroline. Discuss the positioning and Brand building strategies that the
company can use.
4. Discuss what factors contribute to the success or failure of a brand in the market place by
picking up one example each from an FMCG and Consumer Electronics your choice.
5. Explain the challenges and opportunities for branding a mobile phone in current scenario.
6. Brand is built in the minds of people. Do you agree? Explain this in context to ―Asian Paints.
7. Managing a brand involves management of the brands identity; personality, positioning and
other related factors- substantiate this statement by highlighting the influence of a brands
identity, personality, equity etc on overall brand management.
8. “People have more faith in Brands rather than products”. Critically analyze the statement with
role and importance of branding
9. PeMU has diversified to packaging mineral water for commercial purpose. Advise PeMU on
the factors they should consider when developing a brand name for their water brand.
___________________________________________________________________________
B. CASELETS
CASE NO 1 - REVLON Colour cosmetics player Modi Revlon plans to take on Garnier, the mass hair colour market
leader, with the launch of its mass brand, Color N Care. While this would be Revlon's first India-
specific brand, it would also mark a detour from Revlon's premium positioning. Priced at Rs 120,
Color N Care would compete with Garnier, which commands about 75% share of the mass hair
colour market, and Godrej. About 60% of the Rs 200 –crores hair colour market is dominated by
mass brands priced around Rs 100. "It is the first India-specific brand from Revlon. If it succeeds,
we would like to have the brand rights to distribute it in other markets," said Umesh K Modi,
chairman, president and CEO, Modi Group. The Rs 150 crore Modi Revlon, a 74:26 joint venture
between Modi Mundipharma and Revlon, has hair colour brands like Colour Silk, Top Speed and
Colour Stay, priced at Rs 250, Rs 375 and Rs 450 respectively. With the launch of
Color n Care, it is targeting a 15% market share in the first year. The new brand would be
promoted through a mix of mass media campaigns and in-store promotions through its beauty
advisors. For Modi Revlon, about 20% of its revenue comes from the hair colour business. It has
a 12% market share of the total hair colour market.
Questions :
1. Explain brand strategy of Revlon .
2. Critically analyze firms brand structure . What challenges you foresee for the firm?
CASE NO 2 MOTHER DAIRY
Mother Dairy Fruits & Vegetables, a company with a billion -dollar (Rs 4,200-crore) turnover, has
been a well established player in NCR. Known for products the firm has been largest seller of milk
in NCR, with 65% of the revenue being contributed by milk. Amul entered Delhi market five years
back and in 2011 with in a span on 4years it defeated mother dairy in terms of market share.
Amul procures fresh milk and packages it. Mother dairy adds powder milk in its products to the
tune of 40%. This spoils the taste of the product. Also Amul is credited with more awareness and
knowledge about its products amongst consumers. Amul is a leader in the ice cream segment of
the country. Their capacity to develop products and gain market leadership helped them gain
substantial share in the NCR region in the milk segment raising question marks on the brand
equity of the company. Mother Dairy has been market leader in NCR for 35 years. Losing ground
to Amul in 2011 in the milk segment is forcing company to rethink its strategy. They plan to
increase their capacity and also expand procurement of the milk. One of the regions why
consumer shifted to Amul has been difference in the taste of the milk. Amul milk is fresh where
as a portion of mother dairy milk is reconstituted. Mother dairy sells through its own outlets and
home delivery is not possible where as Amul used channel and home delivery of the milk is
possible. Mother dairy milk price has been less than the price of Amul milk, still a huge number
of mother dairy loyal’s moved to Amul. Now Mother dairy is restructuring it’s strategy and
systems to combat Amul.
Questions:
1. What would you suggest to Mother Dairy for its revitalization plan .
2. Develop brand identity model for Mother Dairy after collecting additional information for the
brand
CASE NO 3 BRAND EXTENSION
Perhaps the time comes when maturity is inevitable whatever new augmentations are
attempted.
The brand managers still want to extract the most value from their assets but cannot see much
more to be had in the existing market. Here their minds may turn to brand extension. As many
as
two out of three new product launches are examples of brand extension. This is where the
existing brand is used to support the launch of a new product. The reasons are clear-new product
launches are very risky, most fail, and using the ‟halo‟ of an existing brand can help to reduce
that risk. If the market is also new, then the risk is even greater and the halo effect yet more
important. The problem is that if a brand extension fails, the backlash will be felt by the original
brand. Brand extension comes indifferent forms, The simplest is the launch of the existing
product in a new format. Soap powder takes on a liquid form under the same brand name, or
Mars Bars are shrunk into bite-size pieces and launched as Mars Little Ones. Some would argue
that this was really still brand augmentation, with the brand chasing much the same market with
much the same product – or does the Mars Little Ones proposition target a new buyer in a new
circumstance? This is more than playing with words- augmentation is relatively safe territory,
dealing with what you know already; genuine extension enters the higher risk zone.
Next up the ladder of extension is the launch of what we might call companion products under
the same name. Gillette razor blades will add Gillette razors, and the Gillete shaving foam. Once
each brand extension is successfully established, the process for brand augmentation will
recommence, adding Gillette shaving gel to the shaving foam range, and so on. The highest-risk
brand extension is when the brand leaves its own territory. Virgin, as we have seen, is at this,
reducing the risk through use of the brand halo effect, and ensuring that it translates the existing
brand values to the new market
Questions
1. With reference to the above case, discuss the advantages and disadvantages of using brand
extension as a strategy
2. Discuss the factors you need to consider before extending a brand.
3. What possible mistakes can a company make when pursuing a brand extension?
C. SIMULATION EXERCISE
Submission to be done in Power point presentation (soft & hard copy)
You are a MBA student of DIMR, and you are hired to work on Branding exercises of DIMR.
a. Select any five best events of DIMR and Re-Design a Branding Campaign for those events.
b. Use Minimum two Digital media platforms
c. Duration of branding is 15 days
d. Do analyze the results of the branding campaign run by you for 15 days.
Hard copy and soft copy on manishajagtap@dimr.edu.in of PPT (12 slides maximum) is
expected.
You are expected to attach the proofs of the branding campaign done.
INTERNET MARKETING-II (404DMCM)
Important Instructions:
1. The subject is evaluated on the basis of three components
Components Marks
A. Written Home Assignments 50
B. Simulation Exercise 50
C. Project Proposal 50
2. The submission has to be in the format prescribed for each component.
3. Answers should be in own words, copied answers will be not be marked.
4. Student Name, Contact number & Specialization must be clearly mentioned on the
submission sheets.
A. WRITTEN HOME ASSIGNMENTS
Assignments are to be written in Assignment sheets Each question carries equal marks and all questions are compulsory
1. Explain how emerging new media offers opportunity to build a Customer Relationship. How
would a consumer durables company build relationship using Internet?
2. Describe the opportunities created by internet marketing for unemployed people.
3. Explain Approaches to implementing e-CRM in an organisation.
4. Marketers take advantage of the Internet in various ways to perform the three basic marketing
activities - customer acquisition, conversion and retention. List and briefly explain the inputs and
actions of Internet marketing.
5. Many experts agree that mobile marketing will become the dominant type of Internet
marketing. List and briefly explain five strategic drivers of mobile marketing.
6. Targeting and personalization are different but related CRM concepts. Define using an example
for each and explain why they are different from one another.
7. Web 3.0 is the next step in the evolution of the Internet and Web applications. What are the
four characteristics of Web 3.0? Briefly explain each.
8. Video marketing has become an important part of Internet marketing strategy. List and briefly
discuss each of the four steps for developing video marketing programs
B. SIMULATION EXERCISE
Submission to be done in MS WORD and Power point presentation (soft & hard copy)
Study the site plan of your College‟s (www.dimr.edu.in)website, either by examining the site map or by dissecting its navigational structure. a. Propose an interactive or experiential element that you believe could be usefully added to the site. Be specific about the target audience that you wish to engage in the interactivity or visitors experience. b. Conduct a usability analysis of the website. Describe 2 tasks you believe the target audience wants to perform on the site. Go to the site & perform each task. Record your experience for each task, noting the time it took to perform each task. What recommendation would you make to the webmaster of the site based on your test.
Hard copy and soft copy on manishajagtap@dimr.edu.in of Ms Word and PPT (12 slides
maximum) is expected.
You are expected to attach the proofs of the work done.
C. PROJECT PROPOSAL
Choose well-known branded educational institute DIMR with whom you are familiar:
a. Identify ten keywords that a person might use to search engine for the product or the brand.
b. Search for the product on at least two different search engines.
i. What is the product‟s position in natural search?
ii. What is its position in paid search?
c. Use a yahoo keyword finder to learn how good your keyword choices were. Were there others
that should have been in your top ten?
d. What recommendations would you have for the managers of the product to help them
improve their rankings on the search engines you studied?
Submit in MS Word with maximum 3000 words and also have a power point presentation
ready.
Hard copy and soft copy on manishajagtap@dimr.edu.in of report & PPT (15 slides maximum)
is expected.
MASS COMMUNICATION MEDIA AND CULTURE –II (405DMCM)
Important Instructions:
1. The subject is evaluated on the basis of three components
Components Marks
A. Written Home Assignments 50
B. Thematic Presentation 50
C. Scrap Book 50
2. The submission has to be in the format prescribed for each component.
3. Answers should be in own words, copied answers will be not be marked.
4. Student Name, Contact number & Specialization must be clearly mentioned on the
submission sheets
WRITTEN HOME ASSIGNMENTS
Assignments are to be written in Assignment sheets Each question carries equal marks and all questions are compulsory 1. How are portable media devices such as smart phones, iPods, and handheld video games
altering the media environment? How are these devices shaping sensibilities?
2. In print media use of use of photographs has increased remarkably. What are the reasons?
Explain with arguments.
3. Mass media can help shape the culture of an urban society. Do you subscribe to this view?
Give examples from your surroundings.
4. “It is not important what you show on TV. It is important how you show it” Do you think that
the motive behind this statement is to create a common TV culture throughout the world.
5. Why FM Channel is so popular? Do you think that this channel has brought remarkable changes
in the radio broadcasting system of India? Discuss.
6. Do you think technology largely influences media content? Establish your view with special
reference to Reality Show.
7. The role of mass media in facilitating community education and child abuse prevention
strategies.
8. Do films contribute to create a global village in which people can share common cultural
aspirations? Discuss with special reference to Bollywood’s participation in Hollywood’s
production.
B. THEMATIC PRESENTATION
Identify a five famous product which were launched through mass media. Discuss the strategy with reference to mass media strategy.
Submit a Power Point Presentation for the same.
Hard copy and soft copy on manishajagtap@dimr.edu.in of & PPT (25 slides maximum) is
expected.
C. SCRAP BOOK
Prepare two scrap books on following topics:
1. Rubin’s typology of eight motivations
2. Semiotics
PUBLIC RELATIONS II (406DMCM)
Important Instructions:
1. The subject is evaluated on the basis of three components
Components Marks
A. Written Home Assignments 50
B. Project Proposal 50
C. Thematic Presentation 50
2. The submission has to be in the format prescribed for each component.
3. Answers should be in own words, copied answers will be not be marked.
4. Student Name, Contact number & Specialization must be clearly mentioned on the
submission sheets.
A. WRITTEN HOME ASSIGNMENTS
Assignments are to be written in Assignment sheets Each question carries equal marks and all questions are compulsory
1. Eliminate the role of environmental PR for image building of an organization.
2. Public sector PR is an easy exercise compared to private sector PR‟. Do you agree? Explain
your stand.
3. "Feedback is totally neglected in Public Relations activity". Do you agree with this comment
and write your answer with education industry.
4. You have been asked to Plan and organize an innovative press conference to announce your organization‟s tie –up with a major multinational company. Describe the steps to be undertaken to make it a success. 5. Discuss the role of Public Relation in the image management of India‟s PM Mr. Narendra Modi.
6. What is „publics‟ in PR? Identify the „publics‟ of Savitribai Phule Pune University. Do you think the reputed institutions like Savitribai Phule Pune University also do need deliberate PR? Elucidate.
B. PROJECT PROPOSAL
To better position itself in the competitive college admissions field, Your college DIMR is planning
to launch a public relations campaign to encourage more good students to apply for admission.
a. Identify what steps you would take to create a proactive public relations strategy for the
DIMR‟s admission office.
b. Your proposal should clearly identify the plan’s objectives & rationale, What steps should be
taken prior to the campaign’s launch and what communication methods and content would be
most effective.
Submit in MS Word with maximum 3000 words and also have a power point presentation ready.
Hard copy and soft copy on manishajagtap@dimr.edu.in of report & PPT (15 slides minimum)
is expected.
C. Thematic Presentation
Submission to be done in Power point presentation (soft & hard copy)
Design a PR campaign for the Golden Jubilee or any celebration of DIMR and run it on social
media and make a comparative analysis.
Hard copy and soft copy on manishajagtap@dimr.edu.in of Ms Word and PPT (12 slides
maximum) is expected.
You are expected to attach the proofs of the work done.
MEDIA AND THE LAWS (409DMCM) Important Instructions:
1. The subject is evaluated on the basis of three components
Components Marks
A. Written Home Assignments 50
B. Thematic Presentation 50
C. Scrap Book 50
2. The submission has to be in the format prescribed for each component.
3. Answers should be in own words, copied answers will be not be marked.
4. Student Name, Contact number & Specialization must be clearly mentioned on the
submission sheets.
A. WRITTEN HOME ASSIGNMENTS
Assignments are to be written in Assignment sheets Each question carries equal marks and all questions are compulsory
1. What is press freedom? Can this press freedom be absolute? Do the press laws restrict this freedom? Answer with arguments. 2. Do you think that the recently passed Act in Parliament on freedom of information has widened the scope of freedom of information in India? Discuss. 3. ‟24 hours News Channels should observe self-regulation in presenting news, especially during live telecast of a sensitive incident‟ –Write your views in favor and against with examples. 4. Conduct your own privacy survey, using the web sites you are tracking and others that you visit frequently. Do they all have a privacy policy? Do the policies you find seem to meet the requirements of the Fair Information practices Principles? Why or Why not? 5. Explain the ways and means of protecting the Data and systems of client in an E-Business Environment.
C. Thematic Presentation
Instructions:
Submission of handouts & a soft copy on manishajagtap@dimr.edu.in
Student Name, Specialization, Presentation Topic must be clearly mentioned.
Topics:
1. Cinematograph Act, 1953
2. Right to Information Act 2005 and its implication
3. Contempt of Courts Act 1971
4. Guidelines for news TV in the wake of 26/11 attacks
5. Media Credibility
Mention your Learning’s in each topic. All topics are compulsory.
Hard copy and soft copy on manishajagtap@dimr.edu.in of Ms Word and PPT (12 slides
maximum) is expected for each topic.
C. SCRAP BOOK
Prepare two scrap books on following topics:
1. Freedom and Fraud of the Press 2. Media and Ethics
AFFILIATE MARKETING (412DMCM)
Important Instructions:
1. The subject is evaluated on the basis of three components
Components Marks
A. Written Home Assignments 50
B. Simulation Exercise 50
C. Research Article 50
2. The submission has to be in the format prescribed for each component.
3. Answers should be in own words, copied answers will be not be marked.
4. Student Name, Contact number & Specialization must be clearly mentioned on the
submission sheets.
A. WRITTEN HOME ASSIGNMENTS
Assignments are to be written in Assignment sheets Each question carries equal marks and all questions are compulsory
1. Explain the process of Affiliate Marketing with the help of diagram below. Also comment on
the statement “Modern e-business brought new marketing techniques required in today's
competitive market” .
2. “Affiliate Marketing Has Made Businesses Millions And Ordinary People Millionaires.”
Explain in the light of today‟s scenario.
3. Miscellaneous customer acquisition techniques include event-driven marketing, affiliate
programs, portal relationships and viral marketing. Briefly explain each of these, using examples
to support your answer.
4. Explain in detail the Affiliate marketing strategy of Amazon.
B. SIMULATION EXERCISE
Submission to be done in MS WORD and Power point presentation (soft & hard copy)
Exercise One: Assume that for your business (any of your choice) you have adopted an E-commerce websites. All you need to identify is what kind of affiliate model your ecommerce venture needs and how extensive should be the network. (MS WORD) Exercise Two Assume yourself as a product and market yourself online with different promotional online tools
available. You have to design your product profile with the following details:
Run this campaign for 15 days & present the results with analysis. Attach the relevant snap shots.
C. RESEARCH ARTICLE
Conduct a literature review, and write a research article on the topic “POTENTIAL OF AFFILIATE MARKETING IN INDIA. Prepare a report based on secondary data analysis and mention the bibliography also (Minimum of 2500 words) (MSWORD)
Name:
(paste your photo in institute formal uniform )MBA Marketing pursuing
Institute: Dnyansagar Institute of Management & Research, Balewadi , PUNE
University: Savitribai Phule Pune University
Skills developed through MBA : ______________________________________________
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