INTERNATIONAL BRAND MANAGEMENT (Dec 2012 to Apr 2013) Questions for the cases Unit I Cases Case : Lessons

in Branding from the Gums Line of Perfetti Van Melle in India. Q1. Q2. Q3. Conduct a SWOT Analysis for the company PVMIPL. How is the Indian market different from other markets? Describe the positioning of / conduct an audit of the positioning of Perfetti and other companies gums line. What should Perfetti do about its positioning? Q4. Q5. Q6. How can Perfetti increase its brand equity? (CBBE Consumer Based Brand Equity). How can the brand capitalize on functional benefits? Draw up an action plan for Perfetti.

Case The Power of the Brand A Best Case Look at a Brand Transformation: Mastercards Priceless Campaign. Discussion questions are given at the end of the case. Unit II Cases Case - Mountain Dew Selecting the New Creative. Q1. Comment on the brand communication strategy document used to brief Bruce and his creative team. Q2. The five advertising concepts given in the case have to be evaluated using a number of criteria. (a) Brand Perspective What are the brand benefits that need to be communicated? Does the advertisement communicate them accurately and in a compelling manner? Does the advertisement adequately convey what the brand represents in terms of values, sensibilities and identities.

(b)

Consumer Perspective - What is the target market of the brand? Will the target make sense of and identify with the cultural references of the advertisement music, action, humour etc.

(c)

Communication Perspective is the story simple, engaging, original, creative? Is the product a central component of the story?

(d)

Campaign Extension Perspective Does the advertisement contain a number of signature elements? Does it break out of the formula?

Q3.

What is the importance of knowledge of cultural trends to a Marketing Persons?

Case Charles Schwab Corp. Introducing a New Brand (an option for written assignment) Q1. Give a one sentence description of each exhibit given in the case. If there is an/are insight(s) that you have obtained from the exhibit list them. (15%) Q2. Are the characteristics of services in any way influencing consumer behaviour described in the case of Schwabs business model and branding efforts. Explain. (15%). Q3. Describe and comment on segmenting, targeting and positioning related issues in the case. (25%). Q4. What are you views about the challenges of retaining existing clients and attracting new clients. (20%). Q5. Evaluate the two advertising campaigns given in Exh. 1. Make explicit your criteria and reasoning. (25%).

CASES FOR UNIT III Exercise Positioning of Celebrities The questions are given at the end of the exercise. Students are expected to revise the Multivariate analysis technique of multidimension scaling (may be from the book by Naresh Malhotra)

before attempting this exercise. This technique is part of the syllabus of the Research Methodology paper taught in second semester. Exercise Export Market for Indian Antibiotics : Segmentation using Cluster Analysis. In addition to the questions given at the end of the exercise explain each output contained in annexure 3. Please revise Cluster Analysis before attempting this exercise. Case B & Q You Can Do It. Discussion questions are given at the end of the case. Case None of Our Business? Q1. What should Dante Advise KK to do about tagging its products? Remember to discuss the pros and cons of the alternative(s) before giving a recommendation. Q2. Assuming that Dante advises KK to go ahead with tagging what precautions would you want Dante to follow in the execution of this decision. Q3. Google, Yahoo and Microsoft desperately want to know every little detail about your behaviour. Why? What are the ethical issues involved?

Case Relaunching Adult Diapers in India - Has the Time Come? Q1. Q2. Q3. Q4. For each exhibit list the insight(s) gained. How is the Indian market different from other markets for this product? Analyse the failure of the product in the late 1990s. What are the positive changes in the environment since the product was revoked because of poor performance? Q5. Explain the factors that Supriya should consider while selecting the appropriate distribution channel for Depend?

Q6. Q7. Q8.

Discuss the constraints faced by Supriya, the brand manager of Depend? What care should be taken while relaunching Depend in India? Suggest a marketing strategy for the 2005 relaunch of Depend in India?

CASES FOR UNIT IV Case Guru.com (an option for written assignment) Q1. Give a one sentence description of each exhibit given in the case. If there is an / are insight(s) that you have obtained from the exhibit list them. (15%). Q2. Throughout the case there are issues on which there is a difference of opinion among the protagonists. For each such issue give your point of view/recommendation. (55%). Q3. This case was written over a decade ago. What are the environmental changes impacting brand management decisions for e-commerce companies that have taken place in this decade. (15%) Q4. Briefly explain 5-8 lessons on E-branding that you have learnt from this case. Or How is this case a good illustration of the theory of online branding? (15%) Case Heineken N.V. Global Branding and Advertising. Q1. What are Heinekens strengths and weaknesses?

Q2(a). List the criteria for a global brand. (cite your source) (b). Is the brand Heineken a global brand? Why? Q3. Describe the methodology and findings of Project Comet and evaluate it.

Q4.

Describe the methodology and findings of Project Mosa and evaluate if. (Do remember to explain exhibit 6 to 9 in detail. Do use the criteria commonalities and differences across markets).

Q5. Q6.

Should Heineken standardize (a) copy strategy (b) copy execution. You work for Heineken in India. You have to execute the guidelines developed by Project Comet. What decisions will you take on the following?

# Choice of sloban ? # Attribute conveying premiumness ? # Models/Actors to be used ? # Commentators to be used ? # Choice of Heineken moment ? ****