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NMIMS ASSIGNMENTS 2019 -Brand Management

Brand Management

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NMIMS MBA APRIL 2019 SOLVED ASSIGNMENTS

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NMIMS MBA SOLVED APRIL 2019 ASSIGNMENTS

Q1. Sudhir is an entrepreneur planning to launch a new Health-drink. There are already available multiple similar product but they are mostly targeted at consumers looking to lose weight. But Sudhir wants to focus on a new category - Young people too busy to have meal on time. What do you think of his business plan? What are the advantages / disadvantages of building a new category vs. entering an existing category? Which option will you recommend to Sudhir? (10 Marks)

Answer:

Q2. Arpit plans to set-up a new dairy company. It has the network of milk-producers willing to supply milk. He is struggling with finalising which products to focus on in initial stages. His operational-head wants pouch-milk to be the launch product, followed by value-added products like butter, chhas etc. His argument is that these are products easy to sell by sales based strategies like price-discounts, retail push etc. This view is challenged by Shankar, their strategy consultant. Shankar recommends high-value-added and long-shelf-life products like Ghee, Cheese etc. to be the entry products. His argument is that it is possible to differentiate these products basis quality. Milk has become a generic product and is primarily bought on trust and habit.

Critically analyse the above two entry-strategy and suggest your recommendation.

(10 Marks)

Answer:

Q3. Pover is an Indian manufacturer and supplier of Wind-power equipment. It prides itself on its product quality and technological know-how. It has been able to unsettle world-leaders in couple of international markets. Buoyed by its recent success, company's MD, Mr. Prakash wants to undertake expansion and wants to scale-up Pover's marketing & communication efforts. His team believes that it is the technical superiority of Power products that gets them the contracts and same should be the focus of communication. Mr. Prakash gets an customer-research study done to find out the right things to communicate about Pover. Below are the key findings,

i. Pover products are considered to be high-quality and comparable to global players

ii. Global companies are often found to be bureaucratic while Pover is accessible & responsive

iii. Market is divided in two segments - 1) One set of projects/customers consider the wind-power equipment to be commoditised products 2) Customers who believe in extracting the maximum output by investing in better quality products through superior design & not cutting corners in manufacturing & implementation

iv. Global companies are able to demand a premium over other players including Pover. Unlike the cost-based players & Brand-based global players, Pover's value-proposition (quality vs. price point) is unclear, thus leading to hard-bargain during the sales process

Questions

a. Critically analyse the market situation for Pover, articulating its strengths and business challenges. (5 Marks)

b. Suggest the objectives and communication plan (target, pitch/positioning, Reasons to Believe) for Pover, keeping the survey findings in consideration.

Answer: Objectives and communication plan:

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