4 brand proliferation has taken place, India soon had a spate of new service providers regional, national and

international names made their appearance. In the late of 90s yet another technology leap has found a lot of takers the internet. This technology has revolutionised communication both business and personal, to such an extent that personal letter writing suddenly became extinct among those who had access to the net. The courier industry, though, continued its existence under increasing competitive pressures, mainly due to increasing demand from the business community for the transportation of business documents. Besides, the industry could also cash in on the existing market situation, the postal department has also introduced its own branded high speed courier service - the Speed Post. A new company would like to enter the courier service business. The promotor, Mr. Ajay Paul an NRI returned to India, believes that the service levels offered by

Register Number : Name of the Candidate :

6545
M.B.A. ( Design Management ) DEGREE EXAMINATION, 2010
( SECOND YEAR ) ( PAPER - IX )

210. BRAND PROMOTIONS AND MANAGEMENT December ] [ Time : 3 Hours Maximum : 75 Marks SECTION - A (5 3= 15)

Answer any FIVE questions. ALL questions carry equal marks. 1. What is brand image ? 2. Define brand. 3. What are the essential characteristics of a successful brand ? 4. What is the need for global branding ? Turn Over

2 5. What is brand positioning ? 6. What is brand extension ? 7. What is the need for research in consumer behaviour ? 8. Explain single branding. SECTION - B (3 10= 30)

3 SECTION - C (1 15= 15)

Answer any ONE question. 14. Explain the brand strategy decisions. 15. Explain the various types of brand. 16. Do customers really consider brand strength of product when they are buying a product? Will they buy a prestigious brand, knowing fully well that they are buying an expensive and an inferior product ? - Discuss. SECTION - D ( Compulsory ) 17. Case Study : Analyse the following situation: Indias Postal System has undergone a revolution since the private courier service providers made an entry into what was a single organisation industry - in other words, totally dominated by the Indian Postal Department. Like all other industries where Turn Over (1 15= 15)

Answer any THREE questions. All questions carry equal marks. 9. What is a brand ? What is the distinction between a product and brand ? 10. What are the advantages of branding ? What value do the organisation and customers get out of the branding process ? 11. Explain the concept of brand identity. What are the components of brand identity ? 12. What are the different forms of extension and what precautions should one take while making a brand extension decision ? 13. Discuss the role of media in brand building.

5 many of the Indian players leave a lot to be desired. Based on the analysis of the current players in the courier service business, their profitability, market shares, etc., advise Mr. Paul on target market selection, entry pricing, brand promotion and long term prospects.