Marketing Management

1. As a newly appointed Product Manager by Balaji wafers, you are asked to develop New

Product Planning for new flavor of potato wafer. How would you develop new product planning process?                                                                                              (10 Marks)

2. Health and Nutrition Start-Up, Habbit makes consumer debut with a range of

innovative & delicious Products. Habbit Wise Creams are the lowest calorie ice creams in the world. Every serving has less than 50 calories, which is less than half an apple.

Available in 6 gourmet flavours such as Blueberry Crumble, Salted Caramel, Lychee Blush, etc. Wise Creams contain zero added sugar and are keto + diabetic friendly. Prepare an appropriate Segmentation Strategy for the new launch. Considering that they have entered in consumer market for the first time, how should the brand be positioned in the market?            (10 Marks)

3. Read the following Case & solve the questions given:

Mr. Ramesh of Unique Industries is contemplating to enter the men’s top end shirts category. The company already has a brand “CLINGERS” in the middle segment (₹350-700). The brand is very popular amongst the target audience. Having got the volumes, Mr. Ramesh now wants to play the value game and enter the top end (₹700+) category. He knows there are some formidable brands like Farow etc. that will make life extremely difficult for Unique Industries. But there are certain advantages which Unique Industries enjoys. It has one of the best retail networks in the country. They have their own factory, which ensures regular quality supply. They are the pioneers of branded shirts in India.

Mr. Ramesh has decided to keep the brand name as “Clingers Gold”. He has decided to allocate ₹10 crores for sales promotion and advertising budget.

Unique Industries is simultaneously entering the readymade trousers market and shoes market. Mr. Ramesh has decided to keep the same brand name “CLINGERS” to leverage the success of the brand name to the two new categories.

1. Do you think the brand name “Clingers Gold” is right for the top end segment? Justify

your answer.                                                                                                        (5 Marks)

1. Which factors you think needs to be studied before making such entry in the market?

(5 Marks)