Brand Management-NMIMS Solution
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NMIMS Assignment June 2023
1st Semester NMIMS 2023 – Rs. 3000/- Only
2nd Semester NMIMS 2023 – Rs. 3000/- Only
3rd Semester NMIMS 2023 – Rs. 3000/- Only
4th Semester NMIMS 2023 – Rs. 2500/- Only
Note: You have to edit 10-20% before submission for avoid copy case. Why need
Indian Delights is a retail chain of stores that specializes in selling a variety of traditional Indian snacks. With a focus on preserving the essence of Indian culinary heritage, the organization sources and offers a wide range of mouth-watering snacks from different regions of India.
Indian Delights takes pride in adhering to a traditional concept of business, reminiscent of the bygone era when small local stores played a vital role in the community. Each store is designed to recreate the ambiance of a traditional Indian marketplace, evoking nostalgia and a sense of familiarity for customers. The staff members are friendly, knowledgeable, and passionate about Indian snacks, ensuring a personalized and authentic shopping experience.
One of the major challenges faced by Indian Delights is the lack of advertising and promotion efforts. The organization relies heavily on word-of-mouth marketing and the loyalty of their existing customer base. However, in an increasingly competitive market, this approach proves insufficient to attract new customers and expand their reach. Without effective advertising and promotion, Indian Delights struggles to create awareness and build brand recognition beyond their immediate localities.
Another hurdle faced by Indian Delights is the absence of a specific brand name that unifies all their stores. Each store operates under a different name like Mumbai Delights, Kanpur Kachori, Delhi Delights, etc. leading to a lack of brand consistency and recognition across different locations. This poses challenges in establishing a strong brand identity and dilutes the potential impact of their marketing efforts.
1. What are the various types of brand elements that you would suggest for Indian Delights? (Note: You can even change the brand name i.e. Indian Delights in totality)
2. Explain various types of marketing communication that you will use to make Indian Delights a national brand.
3. a. Explain various ways through which Indian Delights can leverage secondary brand association
b. What are the benefits of Line Extension and how should Indian Delights take benefit from Line Extension?
June 20223
Q1. Mr. Raj plans to start his own fintech start-up for buying and selling Mutual Funds, Gold, Stocks, Bonds, etc. It will be an in-one app that will help you with all your investment needs. It is built with total safety features so that you can invest like a pro. The best thing is it will have free services like tax planning consultation so that you don’t make wrong decisions. You have been selected as a brand in charge of the app and you have been given a task to work on brand elements including brand name. Explain and elaborate on various types of Brand elements that you will suggest for the app. Also, explain the criteria for choosing brand elements. (10 Marks)
Q2. Explain the product, pricing, and channel strategy that you will adopt for the fintech app. (10 Marks)
Q3. As a brand in charge of the app, explain to your team the given points:
- Difference between the product and brand. (5 Marks)
- Types of risk associated with reference to the app. (5 Marks)
Dec 2022
Q1. Sakshi has started her new business of selling pickles in Mumbai. There is no name to the brand as the same is sold in plastic jars available in the market. General customers remember the brand as Sakshi Tai’s (Sister) pickles. There is a continuous demand for the product and the total sales have touched 40 lakhs in 2021. You get to know about this and you want to offer help to Sakshi in creating brand elements for the pickles. Explain and elaborate on various types of Brand elements that you will suggest for the pickles. Also, explain the criteria for choosing brand elements.
Q2. Sakshi is super impressed with your idea of Brand elements. You have also explained to her that a sustained effort in branding will make the brand work. She wants to understand various factors responsible for Brand Challenges. As a consultant, explain the same for the pickles that she is selling.
Q3. a. Sakshi’s business has grown after your recommendation and suggestion. She has now planned to extend the market beyond pickles with the same name. She is planning to launch Papad, Chocolates, Pav Bhaji Masala, and Khakhra. Select the product categories that you will suggest Sakshi for Brand Extension and explain various advantages of Brand Extension that would be suitable to Sakshi for the selected products.
Q3b. Select the unrelated product categories from the list and explain various disadvantages of Brand Extension that would be applicable.
Sep 2022
1. The Bombay Chef Company has set up a restaurant in the suburbs of Mumbai which also has a section of desserts and is prominently known for the variety in the latter. With the huge demand in desserts, the key decision makers at The Bombay Chef Company decide to initiate selling the desserts online followed by home delivery across the city. While they begin delivering, they receive certain complaints about the damage in overall packaging.
Similarly, the packaging consisted of only one label with the logo which was not much appealing to the people. As a brand manager, how would you put forth the concept of packaging innovation? How would you execute Packaging design and change?
2. Margarette Haircare Pvt. Ltd. is an established name in the market. The firm owned by Ms. Margarette sells hair care products for teenagers. The firm has been successfully set up for eighteen years with a good brand name and has also established a self-identity in the market. With the emergence of other hair care products, generally local and comparatively priced less, Margarette Haircare Pvt. Ltd. is facing challenges in selling their products while the branding efforts have been considerably been in vain. Apart from the competitors, there are several other factors that are proving to be a challenge for Margarette Hair Care’s branding. As an expert, identify the factors that are proving to be a branding challenge to the organisation. (You can make assumption around the Margarette Hair Care brand)
3. Mr. Ratlami has been selling all types of (farsan) snack items. He already owns seven stores in Rajasthan with the name “Salaam Ratlami”. The products are known for their quality and freshness. The stores have been doing good but lately they have been facing a lot of competition from other branded snacking products in the market. Mr. Ratlami continues to sell in a traditional way. He sells his items in transparent plastic bags or wraps some small quantity in newspaper or magazine loose papers. There is no common dress code for employees. He wants to increase the sales by making a brand for his products.
a. As a brand specialist, explain the concept of brand, guide him with the difference in product and brands.
b. Explain the benefits of branding to him in the simplest possible way with examples.
Previous semester question
Q1. Mr. Nimish plans to set up his business that deals in male grooming make-up products. The target audiences for the make-up line are men’s who are aged between 20 years to 45 years of age. The product is new in the market and the competitors that the business would face in the near future would be less. After an extensive business and product planning, Mohan arrives to a conclusion of establishing a brand name and identity and is unaware of the techniques of branding and how to evolve the brand while focusing on product sales. As a business consultant, in what ways would you help Mr. Nimish in building the strategic brand management process? (10 Marks)
Q2. Sonakshi plans to own a business and chooses to sell baked food items such as cakes, biscuits, cookies and brownies. All of the food items are healthy, sugar free and gluten free and majorly targets the audiences that devour on fitness and are health conscious and also looks forward to deliver the eatables across the country. Building from scratch, Sonakshi has to choose brand elements that would help her build her final brand. As a brand building expert, introduce all the requisite brand elements to Sonakshi. Furthermore, what would you consider your criteria’s to choose brand elements? (10 Marks)
Q3. Worthy Pens is the new name in the market. In the various marketing and advertising campaigns for pen, Worthy Pens have showcased their products that includes a range of ball pens, gel pens and ink pens while the lattermost, i.e., ink pens are the ones that they decide to feature the most. The unique selling points of the ink pens includes them being long lasting, sharp tips, light in weight and also contributes to a neat handwritten note. The brand identity that has been formed from the advertising and marketing is that Worthy Pens is a durable pen seller. On the contrary, Worthy Pens wants to build up a brand image based on the points that will matter to the customers.
a. As a consultant explain four steps to develop strong brand for Worthy Pens. (5 Marks)
b. Also, cover various positioning approaches for Worthy Pens and suggest the one that fits the brand. (5 Marks)
Apr2022 NMIMS
Q1. At the onset of Internet, many online marketers oversimplified the branding process, equating flashy or unusual advertising with building a brand. However, such marketing efforts rarely caught consumers’ attention or created awareness and uniqueness that the brand represented. On the other hand, some of the strongest brands in recent years have been born online. Amazon, Google, Facebook are notable examples. What are the strategies online marketers have to adopt to build successful online/digital brands like Amazon, Google, and Facebook? (10 Marks)
Q2. Event sponsorship provides a different kind of communication option for marketers to build brand equity. Tata Consultancy Services (TCS) has signed an eight-year contract with the New York Road Runners (NYRR) to extend its title and technology sponsorship of the TCS New York City Marathon through 2029. TCS has also renewed its sponsorship for the London and the Mumbai Marathon. Identify the reasons behind a technology brand like TCS sponsoring sport events like Marathons across the World. (10 Marks)
Q3.a. Marketers should choose brand elements like logos, symbols, jingles, slogans, characters to enhance brand awareness and facilitate formation of strong, favorable and unique brand associations. Brand characters represent a special type of brand symbol that can take real-life or animated character. As a brand manager, would you prefer a real-life or animated character for your brand. Explain with an example. (5 Marks)
3.b. Marketing channels are a set of interdependent organizations involved in the process of making a product or service available for use or consumption. Explain the reasons behind Maruti Suzuki’s retail strategy of selling brands like S-Cross, Baleno, Ciaz through its premium retail brand called Nexa. (5 Marks)
—Old Question Answer
Q1. American Express, British Airways, Ritz-Carlton, and Federal Express are strong service brands that have existed for years. However, marketing services is challenging as they are less tangible than products and more likely to vary in quality depending on people providing them. Explain how the above mentioned service brands have used branding to address intangibility and variability problems?
Q2. AMUL has earned strong brand equity against its competitors in the dairy category by offering high quality products at affordable prices. AMUL’s wide
range of products is easily accessible and resonates deeply with its customers for its strong corporate values. Comment on the strategies AMUL has adopted for successfully creating a brand image of a healthy, reliable, fun-loving and youthful brand.
Q3.a. Brand Mantra has profound implications for marketing of a brand. The Brand Mantra anchors the brand in the right direction. Nike is a brand with keen sense of
what is represents and its Brand Mantra is “authentic athletic performance”.
Explain how Nike exemplifies its Brand Mantra.
Q3.b. Zomato is one of the largest food delivery platforms in India. The company’s
app provides its customers with a hassle-free, fast and reliable delivery experience. The ‘unprecedented’ interest in its initial public offering (IPO) and its stellar debut on stock market best explains its acceptance and tremendous success in the food delivery space. Explain how digital platform based brands like Zomato create customer engagement?
Old Assignment
1. Peter England a formal apparel brand is facing severe competition in the market because of the new players entered in the market & hence the sales are decreasing. As a Brand Manager, explain which extension strategy you would suggest to counter competition.
2. A leading firm in the Fast Moving Consumer Goods sector, found out through researcher that there is a vast potential in the branded flour (atta) market that could be tapped. On the basis of this the company decides to enter the market. Discuss the process of designing the positioning strategy for the product.
3. Read the following Case & solve the questions given:
Bharat Motors has been selling the “Konard” brand of passenger cars in India for the last 60 years. Their car has been the leading car market share wise for the last 50 years. But, for the last 5 years the scenario has changed. Many multinational car companies have entered the country and introduced highly fuel efficient, user friendly, & high performance models in the country. The buyers have thus seen the market change from sellers to buyers’ market. Spectacular product characteristics have become the rule of the day. Resultantly Konard has rapidly and constantly lost the market share. Realizing that the company has no other alternative, they have tied up with a leading car company of Korea and are now ready to launch an absolutely new and drastically improved version of the old faithful Konard.
a. Is the company’s strategy of tie up with Korea car manufacturer and the readiness to launch a completely newer version of Konard a wise decision? Justify your answer.
(5 Marks)
b. Suggest promotional tools which the company can use to help it develop a completely new image for its product.
(5 Marks)
