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BRAND
MANAGEMENT
CASE - 1 OLD SPICE COSMETICS FOR MEN
Old Spice has been a global
brand of cosmetics for men. Their range includes, after-shave lotion, lather
shaving cream, talcum powder, shampoos and hair cream. In India the first and
most successful product launched was after-shave lotion.
a)
Make an alternative advertising plans for Old
Spice. Has the advertising helped the brand to gain grounds in India?
Please give your comments.
CASE 2 KINETIC
HONDA
a) Please attempt restructure the firm’s brand
objective and then build their marketing strategy with focus on their brand.
CASE 3 LA BELLE COSMETICS
Looking
at the case, what advise would you offer to the Sarins on the following points:
•
Have
Sarins taken care to use the brand value in their sales efforts?
•
Should
they trim the product range?
•
Should
they increase production by adding more people and if yes, where and how will
they sell the additional production?
•
Are
they missing out on any of the marketing mix factors? Please explain how they
can improve their operations.
•
Plan
an advertising campaign for the range of products, assuming the benefits they
would provide to the users
CASE – 4 BRANDING A CAR CITI MOBILES LTD (CML)
Select
the market segment; build the buyer’s profile and process of purchase decision,
actual purchase action. Plan out advertising media, promotional plans for
Silky. How should Silky go about building its brand identity and brand equity?
Where should it be positioned the market place and why? Do you think the brand
name is right for the product? Discuss and suggest alternate brand names wit
our reasons for the same?
Ana1yse
the market research presented in the case to determine if the research was
conducted with right objectives in mind. Should they have arranged for more
than one research with separate objectives to make them exhaustive, to the
point and useful?
Case-5 NIRLEP
1)
Discuss if the company has done enough to build its brand name. If it has
not, then suggest ways of building brand image?
2)
Describe the Maslow’s hierarchy of needs. How can you relate the needs
with consumer behavior?
3)
How does the innovative product penetration take place in the market?
What pitfalls it has to surmount?
4)
‘It is important to understand the socio-cultural ethos of your market
segment.’ Discuss?
CASE – 6 (14 Marks) COMPUTERS
LTD (CL)
Discuss
if the company could have avoided the price war by promoting its brand?
Brand Management
- As a Management
consultant give your comments on Burnol as a brand.
2. What
do you understand by the concept of a Brand?
Describe the characteristics
of Brands.
3. a. Define the Brand Image. Explain the
dimensions of Brand Image.
b. What is meant by Brand Identity?
Explain the different elements of Brand Identity.
4. Discuss
in detail the different stages of brand building process.
5. a. What is Brand Audit? Explain its importance.
b. Describe the two steps in brand
audit.
6. “Positioning
is an outcome of our perceptions about the brand relative to the
competing brands” –
Discuss with examples.
7. How
do consumers perceive and choose brands? Discuss.
8. What
are the different phases of strategic brand management process?
9. Discuss
the “TEN COMMANDMENTS” of Global Branding.
WE PROVIDE CASE STUDY
ANSWERS, ASSIGNMENT
SOLUTIONS, PROJECT REPORTS AND THESIS
ARAVIND - 09901366442 – 09902787224
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