Assignment

Brand Management (OAM 113)

Submitted to –
Prof. Rashid khan
Submitted by –
Shradha verma
Rollno – 200957
3rd Semester
Ques 1) Take a trip to a department store. Evaluate the in-store
marketing effort. Which categories or brands seem to be receiving the
biggest in-store "push?" What unique in-store merchandising efforts do
you see?
Ans ) I visited a near by departmental store and I found that the
Haldiram products are experiencing the biggest push in the store.
The effort which I can see :
 Space management
 Store ambience
 Availability of stock
 Large no of range
Ques2) Take a trip to a supermarket. Observe the extent of private-label
brands. In which categories do you think private labels might be
successful? Why?

Ans ) Big bazaar, the hypermarket of Pantaloon Retail, has come out with
a breakfast cereal range under its private label, Tasty Treat. Big Bazaar
already sells noodles, pasta, vermicelli, soups, namkeens, chips, toast,
khari, papads, jams, pickles, carbonated drinks, ketchup and fruit
beverages under the brand. It has now added breakfast cereals to the
range.
Nankeen, chips, papads, and pickles are the most
successful private-labels brands. because mostly branded company can’t
be manufacture these kind of products.
Ques 3) What do you see as the role of the Internet for building brands?
How would you evaluate a Web site for a major brand, e.g., Nike,
Disney, or Starbucks?
Ans ) Role of internet for building a brand –
Customer needs to be stimulated to seek the information about the
brand’s user feature and advantage.
 Reduce the information cost
 It allow two way communication and interactively
 It overcome the barriers of time and space
Evaluate a web side for major brand –
 First impression
  Navigation
 Content
 Findability
 Making contact
 Browser compatability
 Knowedge of user
 User satisfaction
 Other useful information
Ques 4) Which retailers have the strongest image and equity in your
mind? Think about the brands they sell. Do they help to contribute to
the equity of the retailer? Conversely, how does that retailer’s image
help the image of the brands it sells?

Ans ) The Indian pharmaceutical industry has emerged as one of the

most attractive markets globally as its growth continues to outperform
the growth of the global industry and particularly markets such as US
and in the EU. According to the Ministry of Commerce, domestic
investment in the pharma sector is estimated at $ 6.31 billion.

With intense competition, it is becoming more important to build an

emotional bonding and a relationship of trust and comfort with the
customer to ensure loyalty and hence consistent sales. Hence there is a
need to differentiate a product from competition and establish a positive
image of the drug and the company in the eyes of the customer.
This is seen mostly in pharma companies which have over-the-counter
(OTC) products like Dabur, Paras, P&G, J&J, GSK, Pfizer, Emami ,
Piramal, Ranbaxy and Heinz are some of the leading players in the
Indian OTC segment. Overall, well renowned brands like Revital
(Ranbaxy), Smyle, Glycodin (Alembic), Crocin (GSK), Moov, Ring
Guard, Itch Guard, D’Cold, Krack (Paras Pharma), Lactocalamine,
Supractive, i-pill (Piramal), Digene (Abbott), Gelusil (Pfizer), Sugar free
(Zydus),etc. have succeeded in establishing customer loyalty and
positive brand images. The importance of branding in the pharma
industry is also evident from the several brand acquisitions in the recent
years. The fact that 25 percent of Pfizer's revenues come from one brand
(Lipitor) has often been cited as the importance of branding.

Yes, they help to the equity of the retailer…

Retailer help the image help the image of brand and its sell
Ques 5) A few years back, Disney entered into a long-term agreement
with McDonald's that included, among other things, joint promotions.
Was this the right decision? Would you want to conduct any research to
inform the decision?

Ans ) A few year back, Disney and McDonald’s come with the joint
promotion. A McDonald’s promotes Disney through meal packs and
they provide toys with this back which resembled Disney character. It
was the the right decision for the Disney and McDonald’s both are
promoting to each other .No there is no need to any research for this
decision.

Ques 6) Pick a product category. Can you profile the brand personalities
of the leading brands in the category using Aaker’s brand personality
inventory?
a) Sincerity (Down-to-earth, honest, wholesome, and
cheerful),
b) Excitement (Daring, spirited, imaginative, and up-to-date),
 c) Competence (Reliable, intelligent, and successful),
d) Sophistication (Upper class and charming), and
e) Ruggedness (Outdoorsy and tough).

Ans ) Amul product have brand personality -

a) Sincerity - Healthy and assured quality

b) Excitement – They come with innovative products
c) Competence – They are successful in product categories
d) Sophistication – They made for middle income group
e) Ruggedness – They have huge basket size

Ques 7) Do you think a brand like Xerox will be able to transform its
product meaning? What are the arguments for or against?
Ans)No, I think Xerox brand can’t able to transform the product
meaning because Xerox can be used in widely level and it can’t be easily
change the perception of the people towards the brand.

Ques 8) Identify a fading brand. What suggestions can you offer to

revitalize its brand equity? Try to apply the different approaches
suggested in the chapter. Which strategies would seem to work best?
Ans ) The original magi is the fading brand because they lunch different
taste and flavor for example magi tomato, magi curry, magi
chicken, and magi aata noodles. It is very difficult to revitalize the
brand for the reason its own brands are over shadowing the actual
brand the only thing which can be done is to promote the fading
brand with its own popular brand.