MS-65 SAMPLE ASSIGNMENT JAN JUNE 2016

Course Code MS - 63 Course Title Product Management Assignment Code MS-63/TMA/SEM - I/2016 Assignment Coverage All Blocks

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1. Briefly explain the concept of Product Life Cycle (PLC). Do all the products follow the bell shaped curve of PLC? Discuss giving suitable examples. Solution: Concept of Product Life Cycle The product life cycle is ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------many different shapes.

This idea is -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------. Marketing activities are heavily dependent on the stage in the product life cycle. Products do not last forever. A typical cycle for a product is as follows:

First a product will be ---------------------------------------------------------------------------------------- carried out before it is launched onto the market. There will be no sales at this time.

In the introduction stage the -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------be extremely expensive, may not be easy to sample before committing to purchase, or may not be compatible with existing social values. The result is that the product’s rate of acceptance in the market is slowed.

The impact on the marketing mix is as follows:

o --------------------------------------------------------------------------------, and intellectual property protection such as patents & trademarks are obtained (if it’s a new product).

o Price- Price --------------------------------------------------------------------- new development & there are no competitors. Or pricing may be low penetration pricing to build market share rapidly.

o Promotion- ----------------------------------------------------------------------------------------. Promotion is aimed at innovators & early adopters.

o ---------------------------------------------------------------------------------------- in few outlets/locations.

In the growth stage sales -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------the Internet have

resulted in its very rapid acceptance in consumer and business markets. Furthermore, iPod (portable digital music player) is also in the growth stage of its life cycle. The impact on the marketing mix is as follows:

o Product- product --------------------------------------------------------------- & support services may be added. o ----------------------------------------------------------------------------------------------- competitors have entered. o Promotion- advertising is ------------------------------------------------------------------------------------------

advertising to encourage brand loyalty. o ------------------------------------------------------------------------------------------- & customers accept the product.

In the Maturity stage competition gets tougher as -----------------------------------------------------------------------------------------

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Refrigerators illustrate a product that has hovered at maturity for decades. Moreover, refrigerators will continue to remain in the mature stage of the PLC until a new technology emerges that fills the same need. The impact on the marketing mix is as follows:

o ---------------------------------------------------------------- the product from that of competitors. o Price- competitive ---------------------------------------------- are a lot of price wars. o ------------------------------------------- more intensive & incentives may be offered to encourage preference over

competing products. o -------------------------------------------- of persuasive advertising is done. Many different approaches are used as

appropriate to the product. Sales ---------------------------------------------------------------------------, cash rebates, "free" goods, specialty advertising, and demonstrations are used.

In the Decline stage, new --------------------------------------------------------------------------------------------------------------------------

---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, the firm has several options:

o Maintain the product- possibly rejuvenating it by adding new features & finding new uses. o Harvest the product- reduce costs & continue to offer it, probably to a loyal niche segment. o Discontinue the product- liquidating remaining inventory or selling to another firm that is willing to continue

the product.

When the --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- strategies. These are ways that sales may be given a boost. Some possible ways businesses might extend the life cycle of their product are as follows:

--------------------------- original product, e.g. a children’s version Use a new advertising campaign Sell into new --------------------------------------- Sell through ---------------------------------- Modify the -------------------------------------------------------------------------------- existed before -- adding free

set-up and delivery are good examples. Very Few Products go through the classical bell shaped PLC

Very few products follow the same cycle. Many products don't even make it through all four stages. Some stages even bypass stages. For example, ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- a great deal of research and close supervision throughout its life. Without proper research and supervision your product will probably never get out of the first stage.

There is a common pattern to a product's ------------------------------------------------------------------------------------------------------------------------------------------- of a given product. These life cycle patterns are illustrated and discussed in the subsequent section

Example – Life cycle stages of Nutri-Grain (Brand of Kellogg’s), whilst some of its brand characters, like Snap, Crackle and Pop, are amongst the most well-known in the world.

The product -------------------------------------------- Each product has its own life --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- have retained their market position for a long time. Others may have their success undermined by falling market share or by competitors. The product life cycle --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- for each stage will vary widely. Growth, for example, may take place over a few months or, as in the case of Nutri-Grain, over several years.

However--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------to ensure that the product meets the needs of that gap - are called 'sunk' or start-up costs. Nutri-Grain was originally designed to meet the needs of busy people who had missed breakfast. It aimed to provide a healthy cereal breakfast in a portable and convenient format.

1) ------------------------------------------------------------------------------------------------------------------------------------------------

--- in 1997 it was immediately successful, gaining almost 50% share of the growing cereal bar market in just two years.

Growth - Nutri-Grain's -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------------------------healthy snack.

2) Maturity - Successful ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Elevenses continued to succeed, this was not enough to offset the overall sales decline.

3) Saturation- This is --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------to grow at a rate of 15%

4) Decline - Clearly, --------------------------------------------------------------------------------------------------------------------------------------------------------------- let the product 'die', i.e. withdraw it from the market, or should it try to extend its life?

Suitable pricing and promotional strategies for Nutri-Grain When a company ------------------------------------------------------------------------- should, it has to decide what to do. The decision needs to be made within the context of the overall aims of the business. i. The brand -----------------------------------------------------------------------------------------------------------------------------------

----------------- it over competitors. So Nutri-Grain needs to revise it product communication strategy for its promotion. ii. Some of -------------------------------------------------------------------------------------------------------------------------------------------------

-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------malls, cinema complex etc.

iii. The core products -------------------------------------------------------------------------------------- of sales but received a small proportion of advertising and promotion budgets. Promotion budget should be revising for the hot selling products.

iv. Those sales ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ brand. In that area pricing needs to be revise rather than given discount on the product. Discount should be offer only on introductory stage to get visibility in the market.

Taste test should be in take place for customer suggestions. Effective offers need to be announce time to time to attract new and existing customers.

2. Discuss the various functions performed by packaging in marketing of consumer goods, giving suitable examples. Packaging is more than just your product's pretty face. Your package design may affect everything from breakage rates in shipment to whether stores will be willing to stock it. For example, "display -------------------------------------------------------------------------------------------------------------------------------------------------------------------------changed to a design that was easier to stack after grocers became reluctant to devote the necessary amounts of shelf space to the awkward packages.

Historically, packaging was a ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------task for manufacturers even to get their products displayed in a retail outlet. Most retailers are inclined to cater to producers that have used effective packaging.

Specifically both packaging and labelling are useful for:

Creating -------------------------------------------- Protecting ------------------------------------------------- ----------------------------------------------- product attributes --------------------------------------------- product handling identifying ------------------------------------------------------ Promoting --------------------------------------------------- and colours Keeping ------------------------------------------------------ Information on ------------------------------------------------------- Offering customer convenience.

Function

The purpose of ---------------------------------------------------------------------------- the product during transit from the manufacturer to the retailer, but it also prevents damage while the product sits on retail shelves. Most products have some form of packaging.

Packaging performs five basic functions:

1) Protection 2) Containment 3) Information 4) Utility of use 5) Promotion!

1) Protection: One of the major -------------------------------------------------------------------------------------------------------------- manufactured products. The protection function can be divided into some classes viz.

A. ------------------------------------------

It is caused by the ------------------------------------------------------------------------------------ like bacteria, yeasts and moulds, heat, cold, desiccation (dry environment in deserts and high-altitude areas), contaminants and insects and rodents.

B. Physical protection: The packaging is also ------------------------------------------------------------------------------------------------------------------------ and reducing shock damage caused from vibration, snagging, friction and impact.

C. Safety: A special kind of --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------or dispose them.

D. Waste reduction: Packaging also serves to reduce the amount of waste specially in case of food distribution

2) Containment: This involves ------------------------------------------------------------------------------------------------------------------------------------------------------ of shrinkable or stretchable plastic films and paper or corrugated wraps that surround an entire pallet of product.

There are some special --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------trucks by giant cranes.

3) Information: The packaging conveys necessary information to the consumers. The common information that packaging provides include general features of the product, ingredients, net weight of the contents, name and address of the manufacturers, maximum retail price (MRP).

Packaging of ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------coloured soft drinks.

4) Utility of use: The convenience ----------------------------------------------------------------------------------------------, paper goods and a host of other products. This type of packaging includes dispensing devices, prepackaged hot metals, disposable medical packaging.

5) Promotion: Companies use attractive colours, ----------------------------------------------------------------------------------------- purchase decision.

---------------------------------- decisions: i. Packaging concept: This defines what --------------------------------------------------------------------, colour, text, brand mark and tamperproof ability

ii. --------------------------------------: This will ensure ------------------------------------------------------------------------------------------ conditions

iii. Visual tests: This is to ensure -----------------------------------------------------------------------------

iv. Dealer tests: This is to --------------------------------------------------------- attractive and easy to handle

v. Consumer tests: This is to ensure favourable consumer response.

For example, soups ------------------------------------------------------------------------------------------------------------------------- not to sell the product from the produce department of the local grocery store.

Attraction

How a product is -------------------------------------------------------------------------------------------------------------------------------------------- research on color schemes, designs and types of product packaging that is the most appealing to its intended consumer.

Facilitates Purchase Decision

Packaging may also -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- product without ever having to speak to a store clerk.

Differentiation

Packaging can also --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of the company, it helps consumers to identify the product as it sits among the competition’s products on store shelves. For example, as a ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------the product according to its new packaging. Packaging design is part of --------------------------------------------------------------------------------- thing that a customer notices is the product’s package design. This way, it helps a product to become more salable and entails good image and value. As we have decided to middle income group, so we will follow the following strategies

a) Individual Packages - ------------------------------------------------------------------------------------------------------------------------

---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------and design. So, here we will introduce a small sachet of shampoo so that mass can try it and afford it. It will help us as a promotional tool to.

b) Bottled Packaging - We will ----------------------------------------------------------------------------------------------------------------------------------------------------------- ml will cost Rs. 150/- per bottle and if the customer want to buy 200ml it will cost Rs. 225/- customer can buy the sizes according to its usage.

Example 1- Festina Waterproof Watches Sold in Bags of Water “They believe in ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------we can convince the customers of the watch’s outstanding quality.”

Example 2-

St. Stephen Hair Accessories “In today’s hair ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------arrangement to appeal to different segments of consumers. Matching the functionality of bobby pins and elastics with design characteristics that resonate with the target market generates a huge impact on the shelf and make a sale more likely.”

3. Explain the stages involved in new product development process, giving suitable examples. In business -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of a market opportunity into a product available for sale and it can be tangible (that is, something physical you can touch) or intangible (like a service, experience, or belief).

A good ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------the customer requirements and increase their market share by a regular development of new products.

There are many uncertainties and challenges throughout the process which companies must face. The use of best practices and the elimination of barriers to communication are the main concerns for the management of NPD process.

New Product Development Stages

Before a -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------a number of specific phases.

Developing a new product involves a number of stages which typically center around the following key areas:

The Idea: Every product ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

------------------------------------------------------------------------------------------------------------------------------------will have whole departments that focus solely on the task of coming up with ‘the next big thing’.

Research: An ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------best meet the needs of this potential market.

Development: The next stage is the development of the product. Prototypes may be modified through various design and manufacturing stages in order to come up with a finished product that consumers will want to buy.

Testing: Before ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------to be made before it’s launched.

Analysis: Looking at ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------price to sell at and how the product will be marketed.

Introduction: Finally, ------------------------------------------------------------------------------------------------------------------------------------------------------------------------ management will ensure the manufacturer makes the most of all their effort and investment.

Thousands of new products go on sale every year, and manufacturers invest a lot of time, effort and money in trying to make sure that any new products they launch will be a success. Creating a profitable product isn’t just about getting each of the stages of new product development right, it’s also about managing the product once it’s been launched and then throughout its lifetime.

Examples- Product Development Strategy for McDonald's

When you are running a small ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------products whether they are food products or other consumer goods.

Permanent Product Strategy McDonald's features ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------is always something familiar for consumers on the menu.

Temporary Product Strategy In addition to its permanent -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------may become permanent.

Local Product Development Strategy As McDonald's has expanded -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------have foods to fit their tastes.

Local Adaptation Strategy In addition to -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------U.S. markets where crab is a common food.

Other Examples-

Products first go through the Introduction stage, before passing into the Growth stage. Next comes Maturity until eventually the product will enter ------------------------------------------------------------------------------- particular markets in more detail.

3D Televisions: 3D may have -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, providing a good example of a product that is in the Introduction Stage.

Blue Ray Players: With advanced technology delivering the very best viewing experience, Blue Ray equipment is currently enjoying the steady increase in sales that’s typical of the Growth Stage.

DVD Players: --------------------------------------------------------------------------------------------------------------------------------------------------------------------------- deal with the challenges from other technologies that are characteristic of the Maturity Stage.

----------------------------------------------------------------------------------------------------------------------- is definitely in the Decline Stage, as it’s become easier and cheaper for consumers to switch to the other, more modern formats.

Another example ---------------------------------------------------------------------------------------------------------------, and what could be the beginning of the end for those that have been around for some time.

------------------------------------------------------------------------------------------------------- technology allows consumers to turn any flat surface into a touchscreen interface. With a huge investment in research and development, and high prices that will only appeal to early adopters, ---------------------------------------------------------------------------- cycle.

-------------------------------------------------------------------------------------------------------------- passes through the Growth stage of the cycle and more competitors start to come into a market that really developed after the launch of Apple’s iPad.

---------------------------------------------------------------------------------------------------------------------------- components, as well as diverse features that appeal to different segments of the market, will help to sustain this product as it passes through the Maturity stage. Typewriters: Typewriters, and even electronic word processors, have very limited functionality. With consumers demanding a lot more from the electronic equipment they buy, typewriters are a product that is passing through the final stage of the product life cycle.

4. Taking the example of packaged fruit juice explain the alternative bases available to the marketers for its positioning. Positioning (or product positioning) is how the product is designed to be perceived in the marketplace by the target market against its main competitors. In other words, it’s basically how consumers understand the product offering and how it differs from similar competitive offerings.

---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------, particularly for low-involvement purchase decisions.

Positioning and the STP process

Positioning is the third and final ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------process and the evaluation and selection of one or more target markets.)

Also, as part ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------would probably have been considered already.

The key considerations in designing a positioning strategy for a product

The -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------key priorities for development and enhancement, and provides a roadmap for delivery for at least the next four quarters.

For a new product, a comprehensive MRD (Market Requirements Document) might well serve as the product plan.But each product that continues to be offered to customers should have a product plan updated every year. So, how does product management create a good product plan?

Let’s assume -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------next due to limited development resources.

Many companies apply -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------and voila, the product plan is done, right? No, it certainly is not!

The product plan is not ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------relate to the roadmap? Well, the goal of almost any technology company is to increase revenues.

Without a strategy to indicate HOW ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------be developed.

For example, your -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------on the product plan.

Selling into new -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------work.

Thus, each of these -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------we created previously is reactionary and haphazard, while the product plan that responds to corporate strategy is directed and intentional.

So why aren’t corporate ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------in the following sections and propose some ways to solve them.

If no strategy -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------a driving strategy behind it, your company risks being jacked around by short-term opportunities.

Product -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------to help with product planning that might very well stimulate some strategic discussions.

What are the top ---------------------------------------------------------------- this year? In which -------------------------------------------------------------------- our products? Will there be any ---------------------------------------------------------- channel strategy? What are the --------------------------------------------------------------------------------- product line? Will there ----------------------------------------------------------------------------------- and advertising? Are new ------------------------------------------------------------------------------------- future? What strategic partnerships are on the horizon? What -------------------------------------------------------------------------- for the coming year?

The alternative basis of positioning that you can apply for a packaged fruit juice.

At the same time, the -----------------------------------------------------------------. Some of them are outlined below:

•Shift ----------------------------------------------------- sweetened juices: This offers a wide opportunity to existing and upcoming juices manufacturing companies to ----------------------------------------------------------------------------- expansion.

•Healthy proposition: it -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Apple Juice” by Balan Natural Foods

•Unique offering: Consumers ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------combination of dates, figs, raisins, almonds, and apple concentrate.

•Wider Options: -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------products.

•Product extension: There has ---------------------------------------------------------------------- Powder with no preservatives or artificial flavors, which will be ------------------------------------------------ into a full glass of juice simply by adding water.

It is appropriate to say that -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------and quality of products throughout the year.

5. Read the case given below and answer the questions given at the end of the case. Homemade Icecream Ltd: Homemade Icecream Ltd., manufacturer of ice-cream and frozen yoghurt was founded in 1998. It soon became popular with its innovative flavours, made from fresh milk and cream. The company currently distributes ice-cream, frozen yoghurt and novelty products nationwide, in super-markets, grocery stores, franchised Homemade scoop shops, restaurants and other venues. Homemade’s product strategy is to differentiate its super premium brand from other ice-cream brands. The brand image reflects high quality, uniqueness, and a bit of amusement. For example, ‘Chubby Hubby’ has chunks of chocolate covered peanut butter-filled crisp biscuits in a rich vanilla malt ice-cream. Other names in the company’s line of Ice-Cream include Totally Nuts, Chunky Monkey, Super Fudge Chunk etc. The new product development and flavor naming process are a top priority at Homemade.

Questions: (a) Does Homemade use an individual or a family branding strategy? What are the relative advantages and disadvantages of the two strategies?

Individual branding works best when -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------markets, split efforts, and the possibility of imbalance within your company. Advantages of individual branding

Less corporate ------------------------------------------------------------------------ differentlly Each ------------------------------------------------------------------------------- best suiting them It allows a wide variety of -------------------------------------------------------- weaken the image of high quality products Each brand can ------------------------------------------------------------------ way The company's ----------------------------------------------------------------------- the company's global reputation Disadvantages of individual branding

Instability ------------------------------------------------------------------------- may occur Can -------------------------------------------------------------- the efforts Risk of market ------------------------------------------------ takes the sales and demand away of a company's older product High costs for brand creation→ loads --------------------------------------- advertising and sales promotion

There is a higher risk launching new products→ the new brand needs to find recognition, because when entering the market it lacks acknowledgement and customer loyalty

If you have -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------advertising campaigns, family branding allows the use of harmony, where each product's job is to compliment the others.

Advantages of Family branding strategy-

Brand image of ------------------------------------------------------------- extremely competitive market. Extra cost of --------------------------------------------------------------------------------. Family ------------------------------------------------------------------------------------------ product as parent Brand. ----------------------------------------------------------------- in business. Family -------------------------------------------------------------------------------- to product. Advertising and ---------------------------------------------------------------------------- falling under family brand. New product ----------------------------------------------------------------------- cheaper. New --------------------------------------------------------------------- market set up.

Disadvantages of Family branding strategy-

If any one product ----------------------------------------------------------------------------------- the overall brand New ------------------------------------------------------------------------------------------------------------- it a mass product

category, and provide new products to the consumers at a value-for-money pricing strategy, Different brands -------------------------------------------------------------------------------------------------------------------------

an obstacle for smooth functioning of brand as well as firm. Also, if there is negative ----------------------------------------------------------------------------------- family branding.

Individual branding -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------logo of a product, which may make new product introduction easier because of name familiarity. Thus I suggest opting individual branding strategy ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------as one or two inferior products can damage the reputation of the family brand.

=========================================================================================

(b) What are the characteristics of a good brand name? How do you rate Homemade flavor names based on these criteria?

Characteristics of a good brand name- Professionals agree that these are the top 10 characteristics of a good name:

1- Short, sweet and easily pronounced- The -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------is a problem. One of the sticky consonants (k,q,x,z) can help with recall.

2 – Unique within its industry- Your --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------for coffee.

3 – Legally available and defensible- Your --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------. Common law trademark searches are also critically important.

4 – Good alliteration, especially if a longer name- Sometimes a longer name does have a place in marketing. After all, the most famous brand in the world, Coca Cola, is four syllables. But notice how smoothly it rolls off the tongue. Linguists will tell you it has good alliteration.

5 – Does not lend itself to abbreviations- If -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------what are AMA, CCI, etc.?

6 – Flexible and expandable- Too -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------even make instruments.

7 – Linguistically clean- What are -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of California, New York, Texas, Illinois, Florida and Canada.

8 – Will not age quickly- Is your name hip and ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

9 – Embraces company personality- Two competitors, -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------can tell you if the name fits, not if you are comfortable with it.

10 – Fits within company’s brand portfolio- -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------power and intellectual property portfolio.

Characteristics of Homemade flavor names-

Products names in the company’s -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------the target market.

Establishing a brand identity requires something distinctive. For instance, Apple has become known worldwide for their innovative -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------bought.

Thus, products of Homemade are unique and rated brilliant and as given below-

Short, ------------------------------------age clearly --------------------------------------------------- ------------------------------------ emotionally -------------------------------------------- Concretes User Loyalty

========================================================================================

(c) Homemade plans to introduce a sugar free, low fat Ice-Cream targeted at calorie – conscious customers. How should it go about test marketing the same? Suggest a suitable brand name for the new product. Test marketing is a tool used by companies when they are launching a new product or marketing campaign to provide the company insight into the probable market success of the new product or effectiveness of the marketing campaign.

Test marketing for new sugar free, low fat Ice-Cream targeted at calorie – conscious customers The first step in the new -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------products or to recount how they handle specific problems

The number of new sugar free, low fat Ice--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------of the organization. If most of its resources are in product R&D, it will probably experiment more with concepts than if its strength is in marketing and communications.

The next step in ideal -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------set by management.

(Each stage in the exhibit replaces management estimates with data, thereby reducing the range of uncertainty in estimating the profit plan.)

The center section ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------the concept reflected in the item.

Anticipated availability of a new -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------in the first stage of product testing and the product in the second stage. At the conclusion of these concept and product tests, the profit plan can then be revised to take into account information derived from the research. These new ------------------------------------------------------------------------------------acceptability. If a proposed product meets the minimum payout period, it can then go into extended product use tests.

Marketing strategy -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------the new product.

Communication -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------test market stage.

Suitable brand name-

Since Homemade --------------------------------------------------- brand name for the new product introduced will --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------.

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