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PRODUCT MANAGEMENT
Q.1)
Solve the following case and answer the questions:
ABC Cars surprised industry watchers by coming
out an all new XYZ with complete makeover & price cuts. The new XYZ is
made available in 4 models. The company’s move was prompted by various factors.
The car was placed in the mid-sized
& luxury car segment & held approximately 12% of the total passenger car market share. Other company’s cars were in either in lower end mid-sized car segment &
the higher end segment.
XYZ filled the gap by positioning
its car between the segments. It had more features & a better design then the
low-end cars & a lesser price
than the high-end offerings.
However, this segment at present is witnessing rapid changes. The car model in this segment has increased
from 10 models in 2006 to as many as 16 models in 2008. New entrants
at the lower end are offering XYZ’s key
features style & power. It is difficult for XYZ to justify
its premium pricing
when the same features are
available at lower prices in the other models. This reflected the market shares
during 2008 & has weakened the
positioning of XYZ.
This made the company review its marketing mix for XYZ. It felt that the lower end has good potential.
It is aiming at the upgraders
to widen their customer base & increase volumes. Therefore the company has
reduced the price in line with the lower end models. The engine & the car
have been completely remodeled with higher
fuel efficiency. The car design has made slicker to keep up with changing customer preferences.
Questions:
1)
State the facts of the case?
2)
Examine the reasons behind ABC Cars move to re-launch its highly successful XYZ model with complete makeover & price cut of as much as Rs. 1 lakh?
3)
Do
you think the company’s move to re-position the car on fuel efficiency & price platform will work
Q.2) Solve the following case study:
Mr. Kamat of ABC industries is contemplating entering
the men’s top end shirts
category . The company
already has a brand “CLINGERS” in the middle segment (Rs.350-700). The brand is
very popular amongst the target
audience. Having got the volumes, Mr. Kamat now wants to play the value game and enter the top end(Rs.700+) category.He knows there are some formidable
brands like Farow etc., that will make life extremely difficult for ABC industries.But there are certain advantages
which ABC industries enjoy. It has one of the best retail networks in the country.
They have their own factory,
which ensures regular quality supply. They are the pioneers of branded shirts in India.
Mr. Kamat has decided to keep the brand name as “ Clingers
Gold”. He has decided to allocate Rs. 10 crores
for sales promotion and advertising budget.
ABC industries is simultaneously entering
the ready made trousers market and shoes market..
Mr. Kamat has decided to keep the same brand name
“CLINGERS” to leverage the success of the brand name to the two new categories.
Questions:
1)
State the Summary of the case?
2) Do you think the brand name
“Clingers Gold” is right for the top
end segment? Jusitfy your answer?
3) What
are the pros and cons of leveraging
successful brand name to other categories?
Q.3) Solve the following case study:
PQR is a leading FMCG company. The
company is mainly into soaps & detergents, its products Binco, Mrs White
& Gril are popular brands.
PQR has decided to concentrate on
following brands – Binco, a premium detergent powder competing with Nariel
& Ulta; Mrs. White a detergent powder in the economy range; Gril a premium
dish wash liquid cleaner; and Targo, and Ba brands in the cosmetic product
range. The company aims to be the top three in each of the segments.
The company officials say that the
bar category is now the growth area in the dish wash product segment. There are
only few players like Bim & Mirma in this product category. The company is
positioning the product on the platform of a unique cleaning formula enhanced
with vinegar grease remover. The product is priced at Rs. 20 for a bar of 500
gram bar available in lime & orange variants.
Ba is another product in the
company’s product portfolio. It enjoys a good brand image due to its global
presence & its presence in the Indian gray market. Though the deodorant has
clicked well in the market, Ba soap & talcum powder have not performed well
in the market. The company is planning to re-launch the brand by changing its
formula, packaging & communication. The company wants to make the brand
available across the country. Another prime product, which the company has, is
Targo. These include talcum powder, cold cream & body lotion
The company also wants reposition
its brand Binko & Mrs. White.
Questions:
1) Analyze the facts of the case?
2) Analyze the product decisions taken
by PQR?
3) Comment on the company’s decision to
launch the bar variant of its highly successful Gril Liquid dish cleaner?
Q.4) Solve the following case study:
Vishal Bharat Tea Company is a tea
processing company operating in India since 1990 and has growing tea processing
and marketing business. Mr. Atul Rao, MBA is a dynamic and dashing executive
working as General Manager (Product Development) of the company since June
2000. The Company has introduced new tea products to cater to the growing and
changing needs of tea drinkers from different parts of India. Mr. Rao traveled
extensively to feel the pulse of different segments of tea drinkers. He noticed
that many tea drinkers need fresh tea easily and quickly at any time of the day
and that too without disturbing others (family members, office staff, etc. ).
Mr. Rao noted this problem of tea drinkers. In fact, he himself was facing this
problem at his residence and also in the luxury hotels during his tours.
Mr. Rao’s scientific mind started to
analyse this problem in depth and his company soon decided to introduce a
product i.e tea tablets, developed by R & D department of the company. The
R & D department conducted different experiments as regards colour, size,
flavour, etc. of the new tea tablets. Finally, these tablets were so designed
that one tablet added to hot water would produce a fresh cup of tea easily and
quickly. The company decided to launch its tea tablets on 1st January, 2005.
Questions :
1) Do you feel that new product of the
company is promising from the marketing point of view?
2) Suggest appropriate marketing mix
for tea tablets?
3 Indicate consumer segments most suitable for tea tablets?
4) What should be the price of tea
tablets?
5) Give your suggestions in regard to
packaging, advertising and extensive distribution throughout India?
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