Ignou Question Bank (432)
Ignou Question Bank from previous year papers
Children categories
Ms-495, Question Bank (2)
Ms-495, Question Bank, Ethics And Corporate Governance In Banks
IB0-04 Question Bank (3)
IB0-04 Quesiton Bank, Export - Import Procedures And Documentation
MC0-03 Question Bank (2)
MC0-03 Question Bank, Research Methodology And Statistical Analysis
Ms-65 June, 2011 Marketing of Services
Written by sales@mbaonlinepapers.com sales@mbaonlinepapers.comJune, 2011
Ms-65 : Marketing of Services
SECTION – A
1. (a) How is information search behaviour different in case of services as compared to goods ? Explain with the help of suitable examples.
(b) Discuss the importance of physical evidence for the following :
(i) Banks
(ii) Educational institutes
2. (a) What are the benefits of a good service guarantee ? Is service guarantee equally beneficial for all service firms ? Discuss with the help of examples.
(b) Explain why it is important for service organisations to match demand and capacity. What are the implications of a mismatch between the two ?
3. (a) Discuss some of consumer sales promotion schemes used by hotels.
(b) Identify and explain the product support services which a personal computer manufacturer can offer to remain competitive or for gaining competitive advantage.
4. Write short notes on any three of the following :
(a) Factors governing tourism demand.
(b) Modes of service delivery in international trade
(c) Internal marketing
(d) Grouroos model of service quality
(e) Reasons for growth of service sector.
SECTION – B
5. Study the case given below and answer the questions given at the end.
Marketing of Health Services Pulin Kayastha was simply amazed. He had seen all forms of hostility and marketing warfare in the consumer goods industry, but to see similar warfare in the health industry fascinated him. Clearly, he told himself, doctors had found consumers in their patients. At least, that's what the concept note sent by Dr. Ajit Varman, country manager of Recovery Clinics and Hospitals, seemed to indicate. Varman and seven other senior doctors had left Karuna Nursing Home and Hospital to set up Recovery, which, as the note said.".... would be entirely devoted and dedicated to customer responsiveness." Pulin was a management consultant and was recommended to Recovery by the marketing director of Regrow Pharma, a large pharmaceuticals company in Mumbai. In fact, the suggestion to set up Recovery came from a non - resident patient, Dinesh Shah, who was undergoing treatment at Karuna's large speciality hospital in
The management started hiring specialists and private practitioners, offering them cabins and consultancy arrangements at Karuna. The strategy was that these doctors would bring in their patients and use the infrastructure so that the hospital would start earning money."
The Karuna management wanted to derive short - term benefits, rather than gradually build up clientele. But the strategy, it appeared, did not pay off. As Varman said : "Because there were many doctors and the business was not large enough in the first few months. Consequently, competition for business became cut - throat between doctors." marketing plan. What we want you to do is to help us build this brand, help ordinary doctors like us understand what brand-building entails and how it is managed in a service industry."
Questions :
(a) Suggest a positioning strategy for Recovery Clinics and Hospitals.
(b) Explain why it is necessary for doctors as well as nursing staff to be marketing oriented.
(c) What steps might Recovery Clinics and Hospitals take to demonstrate reliability, responsiveness, assurance and empathy ?
(d) Explain the role of non-monetary costs in pricing of health services.
Ms-65 December, 2011 Marketing of Services
Written by sales@mbaonlinepapers.com sales@mbaonlinepapers.comDecember, 2011
Ms-65 : Marketing of Services
SECTION – A
1. (a) Differentiate between the following giving suitable examples :
(i) Search, experience and credence qualities.
(ii) Core, facilitating and supporting services.
(b) What is the significance of non-monetary costs in pricing decision for services ? Discuss taking the example of health care services.
2. (a) Explain the term yield Management. Discuss the importance of yield management for a hotel.
(b) Why do customers switch service providers ? Can you do anything as a marketer to prevent the customers from switching ?
3. (a) What are the various modes of service delivery in international trade ? Discuss with the help of examples.
(b) Do you agree with the following statements ? Justify your answer.
(i) A complaint is a gift and the customer who complains is your friend.
(ii) Growth in services is at the expense of manufacturing sector of the economy.
4. Write short notes on any three of the following :
(a) Classification of product support services
(b) The services marketing triangle
(c) Cycle of success and cycle of failure
(d) Channels of distribution for retail banking services
(e) Promotional strategies for educational services.
SECTION – B
5. Study the case given below and answer the questions given at the end.
AARP Uses New Name To Reach Broader Target Market AARP is the name, and baby boomers (A baby boomer is a person who was born during the post-world war II baby boom) are the target of its new marketing efforts in the
Questions :
(a) Critically examine the repositioning effort undertaken by AARP.
(b) How is AARP coping with the challenges of marketing an intangible service ?
(c) What steps might AARP take to demonstrate reliability, responsiveness, assurance and empathy ?
Ms-65 December, 2012 Marketing of Services
Written by sales@mbaonlinepapers.com sales@mbaonlinepapers.comDecember, 2012
Ms-65 : Marketing of Services
SECTION – A
1. (a) With the help of suitable examples, explain the concept of 'Services Marketing Triangle'. (b) Explain the four modes of service delivery in international trade of services, giving examples of each.
2. (a) Identify a particular service organisation for which you believe 'physical evidence' is particularly important in communicating with customers. Prepare the text of a presentation as a manager of that organisation highlighting the importance of physical evidence in the organisation's marketing strategy.
(b) In what specific ways does the distribution of services differ from the distribution of goods? List some benefits the companies can get in electronic distribution of services.
3. (a) Choose a local restaurant or some other type of service with fluctuating demand. What is the likely underlying pattern of demand ? What causes the pattern ? Is it predictable or random ?
(b) What is Service Quality? Why do customers experience difficulty in judging service Quality ?
4. Write short notes on any three of the following :
(a) Family Life Cycle and need for financial services.
(b) Promotional strategies for educational services.
(c) Reasons for growth of the service sector.
(d) Service guarantees.
(e) Yield Management.
SECTION – B
5. Do you agree with the following statements ? Justify your answer.
(a) Reasons for customer switching are not controllable from a service Organisation's point of view.
(b) Service waiting (customer waiting) can be controlled only by 'operations management'.
(c) Pricing strategy for services includes much more than determining what to charge.
(d) In case of services, consumers rely more on personal sources of information for pre-purchase evaluation.
Ms-65 June, 2013 Marketing of Services
Written by sales@mbaonlinepapers.com sales@mbaonlinepapers.comJune, 2013
Ms-65 : Marketing of Services
SECTION - A
1. (a) Discuss 'Inseparability' and 'Perishability' as characteristics of services. Also describe their marketing implications for a hospital.
(b) What are the additional three 'Ps' of service Marketing Mix ? Discuss each . Also discuss the relevance of 'Services Marketing Triangle' for a consultancy company.
2. (a) "One of the most significant differences between goods and services is that in goods search qualities dominate while services are dominated by experience and credence qualities." Discuss the above statement with suitable examples.
(b) Describe the 'Psychological Factors' influencing the buyer behaviour of services,
with suitable examples.
3. (a) What are the major methods of distribution in services ? Discuss with suitable examples.
(b) Discuss the importance of 'Internal Marketing' for a service organisation.
4. Write short notes on any three :
(a) Segmentation in the Tourism Market
(b) Measuring Service Quality
(c) Strategies for Managing Demand
(d) Classification of Product Support Services
(e) Service Recovery Strategies.
SECTION - B
5. Rockland Group has entered into the health care during the last decade, during the time when large health care companies like Apollo, Forties, Max and many others were already established.
(a) What could be possible 'Distribution' related strategies
might give them an advantage over its competitors ?
(b) What are the various non-monetary costs relating to Health Care Services ? Explain.
(c) Suggest a suitable promotion mix for the Rockland Hospitals
Ms-64 June, 2010 International Marketing
Written by sales@mbaonlinepapers.com sales@mbaonlinepapers.comJune, 2010
Ms-64 : International Marketing
SECTION – A
1(a) Why has there been such an increase in interest by business firms in international marketing ? Will this continue to increase ? Why, or why not ?
(b) What is the basic objective of setting up of Export Promotion Councils ? Explain their major functions.
2(a) Explain the meaning of the following statement : 'If a company is to be successful in foreign markets, it's management must have a good understanding of all aspects of the environment within which it will be operating'.
(b) Explain the following Incoterms with the help of examples :
(i) Ex-works
(ii) CIF
(iii) DDP
3. (a) Explain the alternative product -communication strategies available to an international marketer.
(b) Outline the procedure for conducting International Marketing Research, giving suitable examples.
4. Write short notes on any three of the following :
(a) Regional Economic Groupings
(b) Commercial Invoice and Proforma Invoice
(c) International media strategy Containerizations
(d) Transfer pricing
SECTION – B
5. Study the case given below and answer the questions given at the end.
STAR ENGINEERING
The annual planning process was well under way at the Mumbai headquarters of Star Engineering. In two week's time the final international marketing plan must be presented to the board of directors. Star Engineering was established in 1950. It had grown from a local to a regional and then a national company. In the 1980s the company became active in exporting. It had been particularly successful in the
Questions :
(a) Discuss the marketing implications of the process of increased international involvement of Star Engineering.
(b) Comment upon the cultural implications of the proposed organizational change.
(c) What approach would you propose to Star Engineering for evaluating existing and new overseas markets given its existing level of expertise and involvement ?
Ms- 64 June, 2011 International Marketing
Written by sales@mbaonlinepapers.com sales@mbaonlinepapers.comJune, 2011
SECTION – A
1. (a) What are the reasons for a firm entering into international markets ? Discuss giving
suitable examples.
(b) In the context of international marketing, do you think that the political risk would be country specific or firm specific or both ? Elaborate.
2. (a) Explain the modus operandi of a letter of credit in international transactions.
(b) 'An international marketer has to find out a trade-off between standardized and customized products as it is difficult to evolve a global product'. Do you agree with the above statement ? Justify your answer with suitable examples.
3. (a) Now do media options available to international marketers vary across regions ? Discuss with the help of examples.
(b) With the help of examples, explain how a marketer can use "country attractiveness competitive strengths" matrix to define the direction of growth of the organisation.
4. Write short notes on any three of the following :
(a) Scope of international marketing research
(b) Incoterms
(c) Deemed exports
(d) Decision areas in strategic planning for international marketing
(e) Transfer pricing
SECTION – B
5. Study the case given below and answer the questions given at the end.
HI - FASHION LTD.
Hi-Fashion Ltd. is a small scale manufacturer of high quality fashion garments. Its annual sales is Rs 35 million, mostly in a few major cities in
(i) EU wages and fringe benefits are very high and hence its apparel industry is mainly dependent on import from developing countries.
(ii) Packaging is of concern to them and hence exporters have to modify the packing or descriptive text on them
(iii) Retail mark ups are high
(iv) Two seasons are there in which buying takes place in EU-summers and winters. Six months advance buying is a norm for meeting season requirements.
(v) There are apparel chains spread out in EU.
Questions :
(a) What alternative market entry strategies can be used by Hi-Fashion Ltd. ?
(b) Discuss the importance of study of cultural factors for Hi-Fashion Ltd.
(c) What kind of assistance can Hi-Fashion Ltd. get from different institutions in
Ms-64 December, 2011 International Marketing
Written by sales@mbaonlinepapers.com sales@mbaonlinepapers.comDecember, 2011
Ms-64 : International Marketing
SECTION - A
1. (a) Describe the differences between ethnocentric, polycentric, regiocentric, and geocentric orientations. How do these orientations affect international marketing practices ?
(b) Differentiate between various types of Regional Economic Groupings giving suitable examples.
2. (a) One of your friends has approached you for guidance on his plan to export frozen fruits and vegetables. Explain to him about the institutional support available to facilitate
his export efforts.
(b) Explain various elements of cost used in preparing an export pricing quotation.
3. (a) You have received an export order for export of bicycles to
steps that you will take to execute the export order.
(b) 'Conducting marketing research across different parts of the globe poses different issues and challenges.' Do you agree with the statement ? Justify your answer with the help of suitable examples.
4. Write short notes on any Three of the following :
(a) International marketing control.
(b) Media strategy for international markets
(c) Managing political risk
(d) IBRD
(e) Bill of Lading
SECTION – B
5. Study the case given below and answer the questions given at the end.
The Global Expansion of subway Restaurants. The subway story began in 1965 when Dr. Peter Buck loaned Fred Deluca USD $1,000 to open a sandwich shop in
internationally, but when an entrepreneur from Bahrain approached the company about opening a sandwich shop on the Persian Gulf Island, Subway decided to accept the challenge of global expansion. Expanding a food venture into a foreign country involves many issues, such as finding quality supplies for use in making sandwiches. Subway insists on a "gold standard of quality" when adapting to international environments. To properly train new Franchise owners in locations around the globe, subway has to adopt to different languages and cultures. When it enters a new market, the primary issues it faces are building brand awareness and learning about potential customer's eating preferences and customs. Subway has positioned its menu as a more health-conscious choice.
Questions :-
(a) Is Subway's health-conscious positioning the best promotional platform to expand stores internationally ? Why or why not ?
(b) What are some advantages and disadvantages of using franchised owner-operators to expand internationally ?
(c) Would you recommend product standardisation or adaptation strategy to the company for its Indian Operations ? Justify your choice.
(d) How important is it for subway to study the cultural factors in
suitable examples.
Ms-64 December 2012 International Marketing
Written by sales@mbaonlinepapers.com sales@mbaonlinepapers.comDecember 2012
Ms-64 : International Marketing
SECTION-A
1. Differentiate between the following:
(a) Ethnocentric and Geocentric Orientations.
(b) Customs Union and Common Market.
(c) Commercial Invoice and Proforma Invoice.
(d) Domestic Planning and International Planning.
2. (a) Enumerate the elements that make up culture. Why is an understanding of different cultures important to an international marketing manager?
(b) With the help of examples explain the alternative product-communication strategies available to an international marketer.
3. (a) What is containerization? Discuss the advantages offered by containerization in
international logistics.
(b) Briefly explain the components of international advertising strategy. Discuss the advantages and disadvantages of standardization of international advertising programme of a Multinational Company.
4. Write short notes on any three of the following :
(a) Modes of entry into international markets.
(b) Bill of Lading.
(c) Transfer Pricing.
(d) Export Promotion Councils.
(e) International Product Life Cycle.
SECTION-B
5. (a) Explain the basic steps in international marketing research process. Select an industrialized country and a least developed country and state how conducting marketing research would be different in the two ?
(b) You have to export a machine from a manufacturing unit in Mumbai to
Ms-64 June, 2013 International Marketing
Written by sales@mbaonlinepapers.com sales@mbaonlinepapers.comJune, 2013
Ms-64 : International Marketing
SECTION-A
1. (a) What are the economic and non - economic reasons that a firm considers for entering International Markets ? Explain.
(b) What are the different forms of Regional Economic Groupings for trade cooperation ? Give examples to illustrate your answer.
2. Discuss in brief the conceptual framework of Global Marketing. What are the different phases involved ? Give a brief explanation of each phase involved, with examples.
3. (a) Briefly explain the important contract terms (INCOTERMS) as defined by International Chamber of Commerce at the time of making an export contract.
(b) Discuss the various elements of Culture of Concern to International Marketer.
4. Write short notes on any three of the following :
(a) Role of World Bank
(b) Developments in International Monetary System
(c) Letter of Credit
(d) International Product Policy
(e) Techniques of International Marketing Research.
SECTION-B
5. A manufacturer of Handloom products is planning to enter international markets. He has a well established domestic business and wants to go overseas. Discuss :
(a) The ways in which he can go International.
(b) What environmental analysis he has to undertake to understand the overseas markets ?
(c) The organisations he can approach which can guide him and facilitate his export efforts.
Ms-63 December, 2009 Product Management
Written by sales@mbaonlinepapers.com sales@mbaonlinepapers.comDecember, 2009
Ms-63 : Product Management
SECTION – A
1. Distinguish between the following giving suitable examples :
(a) Shopping and Speciality goods
(b) Product Line and Product Mix
(c) Product Positioning and Product Differentiation.
(d) Market Potential and Market demand.
2. (a) Comment upon the significance of branding for consumer products in today's competitive marketing environment.
(b) How would your approach to packaging be different while marketing industrial goods as compared to consumer goods ? Explain giving examples.
3. (a) Taking the example of a toothpaste, explain how you can generate new product ideas using Attribute Analysis.
(b) Explain the various interpretations of the term 'new product' giving suitable examples.
4. Write short notes on any three of the following :
(a) Bases for Product Line Extension
(b) Product Portfolio concept and its importance for marketers.
(c) Organising for new product development at the corporate level.
(d) Industrial designing
(e) Break-even analysis
SECTION – B
5. (a) You have been asked to manage the test marketing effort of a company, introducing its new product, a herbal cold cream, in the market. Explain how you would select the test market, decide upon the test market duration and collect data from the test markets.
(b) Briefly explain the concept of Product Life Cycle. What in your view is the stage in which touch screen mobile phones are in the Indian market ? Based on your answer suggest appropriate promotion strategies.
More...
Ms-63 June, 2010Product Management
Written by sales@mbaonlinepapers.com sales@mbaonlinepapers.comJune, 2010
Ms-63 : Product Management
SECTION – A
1. (a) Explain the terms 'convenience products' and 'speciality products' giving suitable examples. Briefly compare a producer's marketing - mix for a convenience product with those for a speciality product.
(b) Explain the BCG Matrix and discuss its strategic implications.
2. (a) Briefly explain the product Life Cycle Concept. How might a company's advertising and sales promotion strategies differ, depending on whether its brand of a
product is in the introductory stage or in the maturity stage of its life cycle ?
(b) Discuss the functions performed by branding for the consumers. What brand name would you suggest for a range of high ibre, low sugar biscuits targetted at diabetics as well as calorie conscious consumers ? Justify your choice.
3(a) What are the objectives of test marketing ? Do you think test marketing has any disadvantages ? Discuss giving suitable examples.
(b) Explain the various interpretations of the term new product' giving some examples in each category.
4. Write short notes on any three of the following :
(a) Bases for product - line extension
(b) Brand equity measurements
(c) Functions of packaging
(d) Product prototyping
(e) Pricing the new product
SECTION – B
5. Study the case given below and answer the questions given at the end :
Launching a new toothpaste XYZ Ltd. is one of the successful manufacturers of packaging materials for both industrial and consumer products. The company has shown substantial growth over the years. Much of the company's growth is attributed to the high quality of its products. Keeping in view the growing market for consumer goods, the top management of the company decided to diversity into new consumer product areas. In the first instance, the company is thinking of entering into the toothpaste market. The company conducted an extensive survey for deciding appropriate marketing and positioning strategy for the company's new brand of toothpaste. The survey revealed the following :
- Toothpaste is a highly competitive market and is dominated by MNCs.
- 85 to 90% of Indians are prone to dental diseases.
- Over 60% of consumers surveyed were willing to try out a new brand of toothpaste if it offers added value.
- The number of people who brushed their teeth at night was below 10%.
- The buying decision about various brands was very much influenced by the women in the households.
- An average of 200 gms is consumed in a mouth in a household.
- The market for toothpastes is growing at the rate of 15 - 20% per year.
Questions :
(a) Suggest some ways to the company for generating new product ideas for entering
the toothpaste market.
(b) Suggest alternative positioning bases which the company can use.
(c) Design an appropriate marketing strategy for launching the new product.
Ms- 63 June, 2011 Product Management
Written by sales@mbaonlinepapers.com sales@mbaonlinepapers.comJune, 2011
SECTION – A
1. (a) Briefly explain the concept of Product. Life Cycle (PLC). Do all products go through the classical belt shaped PLC ? Discuss giving suitable examples.
(b) What, in your view, is the PLC stage in respect of the following products in Indian market ? Based on your answer, suggest appropriate promotion and distribution strategies for them:
(i) LCD Televisions
(ii) Broadband services of Internet service provides.
2 (a) What is a product ? faking the example of a consumer durable- of your choice, explain the anatomy of the product i.e. the core benefits, tangible specifications and augmented features.
(b) Explain the various interpretations of the term 'new product'. Discuss the different pricing strategies available to a product manager for a new product.
3. (a) Taking the example of a packaged fruit juice, explain the alternative bases available to the marketers for its positioning.
(b) Briefly explain the functions performed by packaging, Taking a FMCG (like biscuits, breakfast cereals, tomato sauce) of your choice, discuss what changes would you recommend and why in the packaging and labelling of the chosen product.
4. Write short notes on any three of the following
(a) Sources of new product ideas
(b) Sales forecasting methods
(c) Organising for new product development
(d) Concurrent engineering
(e) BCG Matrix
SECTION – B
Read the case given below and answer the questions given at the end of the case
HEARTS ON FIRE : BRANDING OF DIAMONDS
I1ow can a gem company convince customers that its diamonds are a cut above the rest ? Increasingly the answer is branding. People are often very particular about the brands of shampoo or soap they buy but when they shop for a diamond, they probably don't have a specific brand in mind. Although an individual may have done some homework regarding the " Four Cs" of diamond value (Carat weight, colour, clarity and cut), she is unlikely to walk into a jewelry store and ask for a diamond by name - unless she wants a Hearts on Fire.
Questions :
(a) Why would a customer have an interest in a branded diamond ?
(b) Evaluate the phrase " Hearts on Fire " as a brand name.
(c) Suggest a marketing programme to build brand equity for Hearts on Fire diamonds.
Ms-63 December, 2011 Product Management
Written by sales@mbaonlinepapers.com sales@mbaonlinepapers.comDecember, 2011
Ms-63 : Product Management
SECTION - A
1. (a) Explain the term 'product line', giving suitable examples. Discuss the factors that make companies pursue product line extensions.
(b) Taking a fast moving consumer good of your choice, discuss the distribution and promotion strategies that you would suggest for the different stages of its product life cycle.
2(a) Describe the various functions performed by packaging in marketing of consumer goods, giving suitable examples.
(b) How would you use the technique of Benefit-Structure Analysis to generate new product ideas ? Explain taking the example of a household cleansing agent.
3. (a) Taking the example of a washing powder or a toilet soap explain how perceptual mapping can be used for product positioning ?
(b) Briefly explain any two types of display matrices used for product portfolio analysis.
Discuss the utility of display matrices for a product manager.
4. Write short notes on any three of the following :
(a) Product Management Decisions
(b) Product Prototypes
(c) New product development at corporate level
(d) Penetration and Skimming pricing strategies
(e) Types of new products
SECTION – B
5. Read the case given below and answer the questions given at the end of the case.
Homemade Icecream Ltd Homemade Icecream Ltd, manufacturer of ice-cream and frozen yoghurt was founded in 1995. It soon became popular with its innovative flavours, made from fresh milk and cream. The company currently distributes ice-cream, frozen yoghurt and novelty products nationwide, in super-markets, grocery stores, franchised Homemade scoop shops, restaurants and other venues. Homemade's product strategy is to
differentiate its super premium brand from other ice-cream brands. The brand image reflects high quality, uniqueness, and a bit of amusement. For example, ' Chubby Hubby ' has Chunks of chocolate-covered peanut-butter-filled crisp biscuits in a rich Vanilla malt ice-cream. Other names in the company's line of ice-cream include Totally Nuts, Chunky Monkey, Super Fudge Chunk. The new product development and flavour naming process are a top priority at Homemade.
Questions :
(a) Does Homemade use an individual or a family branding strategy ? What are the relative advantages and disadvantages of the two strategies ?
(b) What are the characteristics of a good brand name ? How do you rate Homemade flavour names based on these criteria ?
(c) Homemade plans to introduce a sugar free, low fat ice-cream targetted at calorie-conscious customers. How should it go about test marketing the same ? Suggest a suitable brand name for the new product.
Ms-63 December 2012 Product Management
Written by sales@mbaonlinepapers.com sales@mbaonlinepapers.comDecember 2012
Ms-63 : Product Management
SECTION-A
1. (a) Discuss the various pricing methods available to marketers to price the products giving suitable examples.
(b) What Pricing strategy would you recommend to introduce a range of fruit juices in the market for a firm having twin objectives of creating mass awareness and sales ? Discuss.
2. (a) What are the dimensions of Brand Image ? What are the inputs, outcome and Assessment Criterion of Brand Building exercise ? Explain.
(b) What are the various tools available for positioning decision-making ? Taking the example of any FMCG product of your choice, explain how perceptual map can be used for positioning the product.
3. (a) As a part of Economic Analysis of New Product ideas/concept what methods are used to forecast sales. Discuss.
(b) What is the purpose of doing Break-even Analysis in economic analysis and how it is
calculated ? Discuss in brief.
4. Write short notes on any three of the following :
(a) Various Product Management Decisions.
(b) Marketing implications and strategies of PLC stages.
(c) I mportance of Packaging in Marketing.
(d) Organisation structures suggested for New Product Development
(e) Industrial Designing in Product Development.
SECTION-B
5. Read the case study and answer the questions given at the end of the case.
Position Application A new product development team at Colgate-Palmolive is developing a new fairness cream for men. The team conducted the market research and found that Indian prefer flavoured cream with a lighter menthol in it to give a soothing effect. The Colgate-Palmolive team, as a result, began developing a product for this niche.
The new product has to compete with the established players in the market. As a positioning manager responsible for the success of this product, decide upon the positioning strategies and answer the following questions :
(a) Suggest an appropriate positioning strategy for the fairness cream to be introduced.
(b) What appropriate Brand Name would you suggest and why ?
(c) How do you feel that the three concepts of: Positioning, product differentiation and
Market Segmentation have to be related to each other ? Explain.
