MS-63No. of Printed Pages : 4

MANAGEMENT PROGRAMME

Term-End ExaminationN-\D June, 2010

OO MS-63 : PRODUCT MANAGEMENT

Time : 3 hours Maximum Marks : 100

(Weightage 70%)

Note :

Attempt any three questions from Section - A.

Section - B is compulsory.

All questions carry equal marks.

SECTION - A

1. (a) Explain the terms 'convenience products'

and 'speciality products' giving suitableexamples. Briefly compare a producer's

marketing - mix for a convenience productwith those for a speciality product.

(b) Explain the BCG Matrix and discuss itsstrategic implications.

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(a) Briefly explain the product Life CycleConcept. How might a company'sadvertising and sales promotion strategiesdiffer, depending on whether its brand of aproduct is in the introductory stage or inthe maturity stage of its life cycle ?

(b) Discuss the functions performed bybranding for the consumers. What brandname would you suggest for a range of highfibre, low sugar biscuits targetted at diabeticsas well as calorie conscious consumers ?Justify your choice.

(a) What are the objectives of test marketing ?Do you think test marketing has anydisadvantages ? Discuss giving suitableexamples.

(b) Explain the various interpretations of theterm new product' giving some examplesin each category.

4. Write short notes on any three of the following :

Bases for product - line extension

Brand equity measurements

(c) Functions of packaging

Product prototyping

Pricing the new product

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SECTION - B

5. Study the case given below and answer thequestions given at the end :

Launching a new toothpaste

XYZ Ltd. is one of the successful

manufacturers of packaging materials for bothindustrial and consumer products. The companyhas shown substantial growth over the years.Much of the company's growth is attributed tothe high quality of its products. Keeping in viewthe growing market for consumer goods, the topmanagement of the company decided to diversityinto new consumer product areas. In the firstinstance, the company is thinking of entering intothe toothpaste market.

The company conducted an extensivesurvey for deciding appropriate marketing andpositioning strategy for the company's new brandof toothpaste. The survey revealed thefollowing :

Toothpaste is a highly competitive marketand is dominated by MNCs.

85 to 90% of Indians are prone to dentaldiseases.

Over 60% of consumers surveyed werewilling to try out a new brand of toothpasteif it offers added value.

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The number of people who brushed theirteeth at night was below 10%.

The buying decision about various brandswas very much influenced by the womenin the households.

An average of 200 gms is consumed in amouth in a household.

The market for toothpastes is growing at therate of 15 - 20% per year.

Questions :

Suggest some ways to the company forgenerating new product ideas for enteringthe toothpaste market.

Suggest alternative positioning bases whichthe company can use.

(c) Design an appropriate marketing strategyfor launching the new product.

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