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.
