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Product & Brand Management ( PBM ) Question Papers Pune University (2008 Pattern, 2005 Pattern) with possible answers in the section of notes.

Time: 3Hrs         Marks: 70

MAY 2007

Instruction: Attempt any five question. All questions carry equals marks

Q.1 A leading firm in the ‘Fast moving Consumer Goods’ sector, found out through researcher that there is a vast potential in the branded flour (atta) market that could be tapped. On the basis of this the company decides to entre the market. Discuss the process of designing the positioning strategy for the product.

Q.2 What are the factors that affect Product Management Decisions?

Q.3 What role does consumer analysis play in designing product strategy?

Q.4 Explain with examples, the process of building brands.

Q.5 What are the types of Brand Extentions? Discuss the advantages and disadvantages of Brand Extention.

Q.6 Write short notes on any 2 of the following:

a) Co-branding

b) Qualitative method of sales forecasting

c) Brand equity

OCT 2007

Instructions: Question No. I is compubwry. Attempt any four quef:t’tionsfi’om the remaining questions. All questions carry equal marks.

QI) A leading hair oil company plans to enter into the antiseptic skin cream business in competition with the market leader Boroline. Discuss the sitioning and Brand building strategies that the company can use.

Q2) Discuss the factors that have influence on product design. Give suitable examples.

Q3) Explain the process of New Product Development.

Q4) Elaborate the Qualitative and Quantitative methods of forecasting sales.

Q5) What factors should brand managers address to develop identity of their brands?

Q6) Write short notes on any two of the following:

a) Brand extension.

b) Management of Product Strategy over Product life cycle.

c) Concept of Brand equity.

MAY 2008

Instructions: Attempt any five questions. All questions carry equal marks

.Ql) What do you understand by Brand Equity? Explain various methods of calculating Brand Equity. [14]

Q2) Discuss the process of New Product Development. [14]

Q3) Describe brand elements of­ [14].

a) Coke.

b) Pears.

Q4) Brand is built in the minds of people. Do you agree? Explain this in context

to “Asian Paints”. [14]

Q5) Describe Brand Extention at length with proper illustrations. [14]

Q6) What is brand endorsement? Explain role of celebrities in endorsing the

brand. [14]

Q7) Write Short Notes on – (Any 2): [14]

a) Nano as a Brand.

b) Sales Forecasting.

c) Co-branding.

d) Brand loyalty.

OCT 2008

Instructions: Attempt any five questions. All questions carry equal marks.

 Q. l) What are similarities & differences between “product focused organization” and “market focused organization”.

Q. 2) While developing product-strategy, how you will do customer. Analysis &

Competitor – Analysis?

Q. 3) Explain in details “methods of estimating market and sales potential & sales forecosting” .

Q. 4) How the “Brand equity management” system is established and how sources of brand-equity” and “customer-mindset” is measured?

Q. 5) Define & ‘Brand value’ in the market is established? What are the steps involved in ‘Brand Building’?

Q. 6) Write a detailed note on “Designing and Sustaining Branding Strategies” .

Q. 7) Write short notes on any four:

a) Factors influencing design of the product.

b) New product development.

c) Planning for involvement in international market.

d) Brand challenges & opportunities.

e) Brand portfolio.

f) Brand hierarchy.

MAY 2009

Instructions: Attempt any five questions. All questions carry equal marks.

Ql) “Customer Analysis & Competitor Analysis are necessary for Developing Product Strategy”. Comment.

Q2) Explain in details how Product Focused Organization is different from Market Focused Organization. Also point out factors influencing design of the product.

Q3) A leading two wheeler manufacturer has developed a new four wheeler. What steps a manufacturer should take to build a brand.

Q4) Comment on a Product Strategy of anyone company each from FMCG & Automobile sector.

Q5) What is sales forecasting? Explain the significance & techniques of sales forecasting.

Q6) Developing brand is much more difficult than developing a product. Comment.

Q7) Write short notes on (any two) :

a) Brand Equity.

b) Managing Brand Over time.

c) Brand Extensions.

APRIL 2010

Instructions: Attempt any five questions. All questions carry equal marks.

Q1) Explain in brief :

a) Methods of estimating market & sales potential.

b) Sales forecasting planning for involvement in international market.

Q2) What are the advantages & disadvantages of product focused organization

& market focused organization?

Q3) Most of the foreign brands introduced in India have failed. briefly discuss

possible reasons.

Q4) Why brand positioning & brand building is necessary? Illustrate your answer

with suitable example.

Q5) Write short notes on :

a) Competitor Analysis.

b) Brand Revitalization.

c) Brand Audits.

d) Design of Manufacturer.

Q6) What is product development and changes affecting product management?

Q7) What is Brand Reinforcement?

APRIL 2011

Instructions: Question No. I is compulsory. Front Question No. 2 to Question No. 6 attempt our fruit. All questions carry equal marks.

Q1) Vaibhav and Rajan are two enterprising youth. They have passed out from a premier management institute. They decided instead of doing a job, they will launch fresh vegetables in Indian Marketing. Having learnt of the future conventional foods, they decided to venture into cultivation of mushrooms. Mushrooms are known to be the best alternative food for vegetarians. For Vaibhav and Rajan fund raising was a serious handicap for Mass Production. However, the first trial batch of mushrooms that they produced was bought by star hotel in Pune. Further the hotel placed orders for supply of 20kgs everyday. Vaibhav and Rajan want to sell mushrooms in a very big way all over India. How will you guide Vaibhav and Rajan in a) Product strategies. b) Brand Positioning. c) Brand Strategies.

Q2) What are the factors that affect product management decision?

Q3) Explain managing brand equity with reference to brand revitalization and brand crisis.

Q4) What is Co-branding? Explain the meaning of the term reach and awareness Co-branding.

Q5) Write short notes on Any Two of the following: a) Commodities V/s Brands. b) Competitor Analysis. c) Factors influencing design of Product. d) Brand Hierarchy.

Q4) Explain the concept of “Brand Equity”. Discuss the various techniques of calculating Brand Equity.


Q1) What are Similarities and differences between product focused organisation

and market focused organisation.

Q2) What is New Product Development? Discuss various steps of New Product

Development Process.

Q3) “People have more faith in Brands rather than products”. Critically analyse the statement with role and importance of branding.

Q4) What do you understand by Brand Equity? Discuss its significance in todays highly competitive environment.

Q5) What do you understand by Brand Extension? Discuss various advantages and disadvantages of Brand Extension.

Q6) Elaborate on ‘Brand Equity’ and discuss various methods measuring Brand Equity in detail.

Q7) Write Short Notes on (Any Two):

a) Brand Image.

b) Co-branding.

c) Sales Forecasting.

d) Celebrity endorsement.

APRIL 2012

Q1) Managing Brand equity is difficult task. Comment with suitable examples.

Q2) For any successful brand, brand equity plays a dominant role. Explain the techniques of measuring brand equity.

Q3) Evolve the steps in a brand building for a old fashion cafe chain.

Q4) Discuss the different methods of estimating market and Sales potential.

Q5) Depending on stages of product life cycle explain the strategies for each stage.

Q6) Describe different factors affecting designing of the product with suitable examples.

Q7) Write short Notes on:-a) Brand Extension. b) Aaker Model.

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