December, 2011
Ms-63 : Product Management
SECTION - A
1. (a) Explain the term 'product line', giving suitable examples. Discuss the factors that make companies pursue product line extensions.
(b) Taking a fast moving consumer good of your choice, discuss the distribution and promotion strategies that you would suggest for the different stages of its product life cycle.
2(a) Describe the various functions performed by packaging in marketing of consumer goods, giving suitable examples.
(b) How would you use the technique of Benefit-Structure Analysis to generate new product ideas ? Explain taking the example of a household cleansing agent.
3. (a) Taking the example of a washing powder or a toilet soap explain how perceptual mapping can be used for product positioning ?
(b) Briefly explain any two types of display matrices used for product portfolio analysis.
Discuss the utility of display matrices for a product manager.
4. Write short notes on any three of the following :
(a) Product Management Decisions
(b) Product Prototypes
(c) New product development at corporate level
(d) Penetration and Skimming pricing strategies
(e) Types of new products
SECTION – B
5. Read the case given below and answer the questions given at the end of the case.
Homemade Icecream Ltd Homemade Icecream Ltd, manufacturer of ice-cream and frozen yoghurt was founded in 1995. It soon became popular with its innovative flavours, made from fresh milk and cream. The company currently distributes ice-cream, frozen yoghurt and novelty products nationwide, in super-markets, grocery stores, franchised Homemade scoop shops, restaurants and other venues. Homemade's product strategy is to
differentiate its super premium brand from other ice-cream brands. The brand image reflects high quality, uniqueness, and a bit of amusement. For example, ' Chubby Hubby ' has Chunks of chocolate-covered peanut-butter-filled crisp biscuits in a rich Vanilla malt ice-cream. Other names in the company's line of ice-cream include Totally Nuts, Chunky Monkey, Super Fudge Chunk. The new product development and flavour naming process are a top priority at Homemade.
Questions :
(a) Does Homemade use an individual or a family branding strategy ? What are the relative advantages and disadvantages of the two strategies ?
(b) What are the characteristics of a good brand name ? How do you rate Homemade flavour names based on these criteria ?
(c) Homemade plans to introduce a sugar free, low fat ice-cream targetted at calorie-conscious customers. How should it go about test marketing the same ? Suggest a suitable brand name for the new product.
