IMT 75 Brand Management M2

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IMT 75 Brand Management M2

PART– A
1. What is the purpose of Branding? Why does it take time for brands to be successful ?
2. Discuss the unique characterstics of successful service brands.
3. Using a diagram, illustrate the concept of Brand Identity Prism as propounded by Prof. Kapferer.
4. “Brand image is more important than the brand realty”. Comment on this statement using some
examples.
5. What is the purpose of a logo? Do the new logos of business houses such as Tata, Airtel, Bajaj reflect
contemporariness for the respective business houses.
PART– B
1. ‘Development of advertising depends on specific objective at hand.’ What can be the various objectives
of advertising.
2. “Celebrity endoresement must be carefully handled. Both under exposure and over exposure of the
celebrity can be detrimantal to the interest of the brand. “Explain the statement citing some examples of
celebrity endoresment.”
3. How can measurement, both pre testing and post testing improve advertising effectiveness.
4. Various factors can combine to create a strong brand? What are these factors?
5. How is brand personality different from brand image? By giving some contemporary examples, bring out
the difference between the two concepts.
PART– C
1. What are the conditions that compel the brand managers to work at revitalization of the brand. Outline
the various brand revitilization strategies.
2. Under what market condition is upscaling successful? Conversaly, under what conditions brand
managers consider down scaling of the brand.
3. What is Co-branding? Give examples of some companies which are using it successfully. Brand Management
4. What is a private label brand? With the emergence of Model Trade how are private label giving tough
competition to the national brands.
5. Global Brand Strategy is all about taking a call between standarization and customization. Comment on
the statement with the help of some examples of Global Brands.
CASE STUDY – I
Vivek’s poised for Pan India expansion
The year 1975, the space 200 sq feet , that ’s how i t al l star ted what today is the lar gest consume r
durab le chain w i th 27 stores in two s ta tes of Tami l Nadu and Ka rnataka. Vivek Limited is a
professionally managed public Limited company carrying two retail brands – viveks, Jainson, adding to the
formidable strength of 1000 employees. Vivek Ltd is one of the most leading and respected consumer
electronics and home appliances retail chain in India..W i th over 2.5 lakh sq feet to manage VIVEKS adds
the punchl ine “The un l imi ted s to r e” to i t ’s name .
Vivek popularized several brands by creating visibility and has the distinction of being a market leader
and trendsetter with continuous support from the principal companies. Reliable services are ensured
through cordial customer relationships. CII and Mckinsey raved about the Viveks brand as “more
trusted than the brands it sells”.
During the initial stages the consumer durable electronics were considered luxury.To make them reach the
mass middle class families, Viveks started an in-house easy monthly installments scheme. This also helped the
company to increase its business and gain new customers.
Wi th the year 2010 -11 tur nove r se t to cr oss Rs . 200 cro r es , VIVEKS stores a r e stock ing al l du rables
f rom elect r ic i rons and fans to TVs and A i r condi t ioners . V I VEKS commands for ove r 15% of
consumer durab le sa les in Chennai . Explains Sr ikant Viveks , the group’s Pres ident Market ing, “You
see customer loya l ty spans acr oss genera t ions . People come her e and tel l us that thei r grandparen ts
used to buy f rom VIVEKS. ”
V I VEKS has many f i rs ts to i t ’s c r edi t – New Year d iscount sales fo r the pas t 25 years has become
ex t reme ly popular . At this yea r ’s annua l event a reco rd turnover of Rs . 24 c r ores was achieved in just
thr ee days . Consumer Finance be ing c r i t ica l ly impor tant in du rables , V I VEKS was the f i rs t to rope in
leading f inance companies l ike C i t ibank, Coun t r yw ide and Apple f inance to set up opera t ions in the
store p r emises i tse l f . VIVEKS implemented o f one of i t ’s k i nd re tai l DBMS package that segmented
the customer not on the basis of income or demogr aphics bu t on the basis of dur ables owned.
Recent ly , VIVEK has gone on l ine so that cus tomers can place order s f rom com f or t o f thei r homes as
wel l as f rom any pa r t of the count ry . Brand Management
V I VEKS has a we l l managed inventory, supply chain, logist ics as wel l as f inances. W i th lead ing
brands such as Samsung, LG, Sony , Na t ional , Godrej , Whi r lpoo l , BPL , Vol tas etc. under one roof ,
V I VEKS is idea l ly poised to expand i t ’s business ver t ical ly , geographical ly and qual i ta t ive ly. Says
Rajni V i veks , daughte r o f Venkat Viveks and Gr oup Head ( oper at ions ) , “We want to invo lve the brand
in everyday l i fe of ou r cus tome r ” .
Quest ions :
1. C r i t ical ly examine the g r ow th of VIVEKS Stores and sugges t imp r ovements i f any .
2. How should owne rs invest in onl ine b r and ing so that VIVEKS rema ins relevant to the young
gener at ion, as the demog raphic pr of i le of major ci t ies is becoming mor e youthfu l .
3. Ou t l ine the b r and s t ra tegy tha t can successful ly make VIVEKS a pan- Ind ia consumer dur able
r e ta i l cha in .

 

CASE STUDY-II
Boom time for hospitality industry.
Ms. Sunita Rajan, the Brand Manager of Hotel Radission, Mahipalpur, NH-s, Delhi , has been given a 20%
growth target for year 2011-12 over 2010-11. The hotel has an established name in the hospitality sector for
it’s close proximity to the Indira Gandhi International Airport, Delhi and has a knack of keeping itself in
news with a clutch of celebrities patronizing it regularly.
Ms. Rajan knows that increased traffic is expected to Delhi & NCR due to the emerging opportunities in the
environment:
? Modernization of Delhi airport is likely to give a boost to air travel traffic.
? Connectivity to Delhi / Gurgaon has increased with the commencement of Airport metro rail link in
the year 2011.
? Inbound leisure tourist traffic growing as India is being marketed overseas for its rich culture,
heritage and hospitality.
? Hotel has just concluded some Tie-up deals with International tour operators for inbound tourists
visiting Delhi- Agra-Jaipur triangle.
? Festival and Marriage season Oct.-Jan is likely to see a surge in bookings in the wake of shortage
of space in Delhi.
? Increased domestic & overseas business visitor traffic following India’s recovery from a slowdown
in economy.
? Boom in the information, entertainment, cricket, real estate and manufacturing sector augurs well
for business travellers.
? Gurgaon is growing rapidly as an industrial/residential hub. Brand Management
The marketing team structure at present is very informal with everybody reporting direct to Ms. Rajan.
There are no fixed targets and compensation is on flat salary basis. Ms. Rajan is contemplating of adding
15 people to it’s existing team of 10 executives.
Questions
1. Which emerging opportunities appears most attractive to target for Hotel’s growth in future?
2. Brand Radission will be extensively promoted through direct and online marketing Suggest a
suitable branding program so that growth targets can be achieved.
3. Can you suggest any promotional schemes by which Hotel can attract new customers as well as
more patronage by regular customers.

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