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. Conduct a SWOT Analysis for the company PVMIPL.

Q2. How is the Indian market different from other markets?

Q3. 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. How can Perfetti increase its brand equity? (CBBE – Consumer Based Brand Equity).

Q5. How can the brand capitalize on functional benefits?

Q6. Draw up an action plan for Perfetti.

Case – The Power of the Brand – A Best Case Look at a Brand Transformation: Mastercard’s ‘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 Schwab’s 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. For each exhibit list the insight(s) gained.

Q2. How is the Indian market different from other markets for this product?

Q3. Analyse the failure of the product in the late 1990’s.

Q4. 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. Discuss the constraints faced by Supriya, the brand manager of ‘Depend’?

Q7. What care should be taken while relaunching ‘Depend’ in India?

Q8. 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 Heineken’s 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. Should Heineken standardize (a) copy strategy (b) copy execution.

Q6. 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 ?

* * * *