Seat No.: ________ Enrolment No.

___________

GUJARAT TECHNOLOGICAL UNIVERSITY

MBA – SEMESTER –IV-EXAMINATION – WINTER-2022

Subject Code: 4549211 Date: 14/12/2022

Subject Name: Product and Brand Management
Time:10:30 AM to 01:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.

Q.1 Define each term with suitable examples. 14

a) Line Pruning
b) Brand Extension
c) Product Portfolio
d) Brand Equity
e) Brand Audit
f) Product Mix
g) Product Line
Q.2 (a) “People have more faith in Brands rather than products”. Critically 07
analyze the statement with role and importance of branding.
(b) Classify Innovation. Explain the various drivers of Product and 07
technology Innovations with suitable examples.
OR
(b) Explain in brief the brand name selection process that can be followed 07
for a new brand of Shower Gel to be introduced by your company,

Q.3 (a) Describe Management of Product Strategy over the Product Life Cycle. 07
(b) Identify what can be the product categories in which the following 07
brands can extend their product lines -
a. Gillette
b. Baygon
OR
Q.3 (a) Explain the reasons why New Products fail? 07
(b) Elaborate brand identity of Star Bucks in India, with the help of brand 07
identity model.
Q.4 (a) Write a detailed note on the launch of a new product. 07
(b) Explain the meaning of Brand Elements? What are the criteria’s of 07
their selection. Justify with suitable examples.
OR
Q.4 (a) Differentiate between Brand Image and Brand Awareness. 07
(b) As a product manager, you have received about five new product ideas 07
in your processed Foods division. Explain what are the processes that
can be used to screen these ideas and select the best one? Which
process would you like to use and why?

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Q.5 CASE STUDY: Growing Mushrooms
Vaibhav and Rajan are two enterprising youth. They have passed out
from a premier management institute. They decided instead of doing a
job, they will launch fresh vegetables in Indian Marketing. Having
learnt of the future conventional foods, they decided to venture into
cultivation of mushrooms. Mushrooms are known to be the best
alternative food for vegetarians. For Vaibhav and Rajan fund raising
was a serious handicap for Mass Production. However, the first trial
batch of mushrooms that they produced was bought by star hotel in
Pune. Further the hotel placed orders for supply of 20kgs every day.
Vaibhav and Rajan want to sell mushrooms in a very big way all over
India.
(a) Describe how will you guide Vaibhav and Rajan in Product strategies? 07

(b) Explain the Brand Value Chain they can adopt for them. 07

OR

Q.5 (a) Illustrate how will you guide Vaibhav and Rajan in Brand Positioning? 07

(b) Suggest further product lines that can added, by Vaibhav and Rajan in 07
their portfolio.

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