mba-3-sem-product-policy-management-march-2013

mba-3-sem-product-policy-management-march-2013

Master of Business Administration (MBA) Examination

III Semester

(Product Policy Management)

Time : 3 Hours)                                                                                               [Max. Marks : 80


Section A

1.         Explain the stages of product planning with an example.

2.         Explain the role of Test Marketing. How the same is contribution in commercialization? Take examples if required.

3.         Take an example and explain the steps of product planning and related strategies.

4.         What are the primary objectives of Test Marketing? Discuss the pros and cons of real versus stimulated test marketing. Explain diffusion theory and suggest its implications for launching new products.

5.         What do you mean by a product? Discuss the characteristics and the strategies a marketer may adopt with regards to convenience, shopping and specialty goods.

6.         What is a new product? Outline the various stages in new product development. Discuss any one stages it detail.

Section B

7.         Analyse the case and answer the questions given at the end :

A few years ago, an enterprising venture set up a business to market the 'holy water' of the rever Ganga. The product did not click in the market. Now, years later, another enterprise engaged in the bottling of soft drinks, after a careful evaluation from the Himalayan peak ' Gangotri.' The product is positioned as pure, safe, drinkable water packed in plastic pouches/bottles. The MRP of the product is Rs. 8 per litre.

The total market for mineral water is estimated at Rs. 600 million annually and is projected to be growing at the rate of nearly 50 percent per annum. The four metro cities account for nearly 50 percent of the total volume of sales while the rest is spread out. The market leader is Bisleri with a market share of nearly 90 percent while the rest is divided among others such as Bailey and several others.

You are appointed as the new Marketing controller and you have to present your marketing plans and strategies to the Board of Directors.

Questions :

(1) Conduct the situation analysis for the enterprise.

(2) Develop a product/market program for the enterprise.