MMPM-003 Product and Brand Management Solved Question Paper June 2024

MMPM-003 Product and Brand Management Solved Question Paper June 2024

Product and Brand Management
Course Code: MMPM-003

Section—A
1. (a) What is a Product ? Explain the levels of
product.
(b) What is a product mix ? Explain it taking
an example of a company of your choice.
[ 2 ] MMPM–003
2. (a) What are various decisions that a
marketer has to take with respect to a
product line ? Illustrate with examples.
(b) How to use General Electric (GE) or
Mckinsey Matrix for Product Portfolio
Analysis ? Discuss.
3. (a) What is Branding ? Discuss the Brand
Name Selection process with examples.
(b) What kind of role does consumer play in
building a brand ? Give examples in
support of your answer.
4. Write short notes on any three of the
following :
(a) David Aaker model of Building Brand
Equity
(b) Brand hierarchies
(c) Levers for sustaining Brand value
(d) Strategies of in Growth Stage of PLC
(e) Concept development and Testing in New
Product Development process
[ 3 ]
Section—B
1. Suggest pricing mechanism for the following
new products scheduled for Launch :
(a) Coconut water in tetra pack
(b) Electric Bike
2. As a Brand Manager of a heading holiday
resort firm with all India operations, what
brand name would you suggest for honeymoon
package conceived and targeted for newly
married urban couples. Give reasons in support
of your answer.