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Monday, 17 February 2014 10:23

Ms-63 December 2012 Product Management

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December 2012

Ms-63 : Product Management

SECTION-A

1.  (a)  Discuss the various pricing methods available to marketers to price the products giving suitable examples.

(b)  What Pricing strategy would you recommend to introduce a range of fruit juices in the market for a firm having twin objectives of creating mass awareness and sales ? Discuss.

2.  (a)  What are the dimensions of Brand Image ? What are the inputs, outcome and Assessment Criterion of Brand Building exercise ? Explain.

(b)  What are the various tools available for positioning decision-making ? Taking the example of any  FMCG  product of your choice, explain how perceptual map can be used for positioning the product.

3.  (a)  As a part of Economic Analysis of New Product ideas/concept what methods are used to forecast sales. Discuss.

(b)  What is the purpose of doing Break-even Analysis in economic analysis and how it is

calculated ? Discuss in brief.

4.  Write short notes on any three of the following :

(a)  Various Product Management Decisions.

(b)  Marketing implications and strategies of PLC stages.

(c)  I mportance of Packaging in Marketing.

(d)  Organisation structures suggested for New Product Development

(e)  Industrial  Designing in Product Development.

SECTION-B

5. Read the case study and answer the questions given at the end of the case.

Position Application A new product development team at Colgate-Palmolive is developing a new fairness cream for men. The team conducted the market research and found that Indian prefer flavoured cream with a lighter menthol in it to give a soothing effect. The Colgate-Palmolive team, as a result, began developing a product for this niche.

The new product has to compete with the established players in the market. As a positioning manager responsible for the success of this product, decide upon the positioning strategies and answer the following questions :

(a)  Suggest an appropriate positioning strategy for the fairness cream to be introduced.

(b)  What appropriate Brand Name would you suggest and why ?

(c)  How do you feel that the three concepts of: Positioning, product differentiation and

Market Segmentation have to be related to each other ? Explain. 

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