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Advertising
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PART – A (10 x 5 = 50)
Answer Any FIVE Questions
1. What is Advertising? Discuss its objectives and point out the problems of advertising in India.
2. How is Advertising effectiveness tested?
3. What are the important features of an Advertisement Copy?
4. Discuss the essential features of a sound advertising policy.
5. Mention the functions of an advertising agency.
6. Examine the function to be considered in the selection of Media for advertising.
7. What is sales promotion? Why it is importance in marketing industrial product?
8. Distinguish between Coupon and Sampling.
9. What are the factors governing basic Promotional strategy?
10. Outline the different methods of providing discounts in the selling process.
PART – B (2 x 15 = 30)
Answer Any TWO Questions
11. “Advertising Sells Product”. Do you agree with this statement? Give reasons and explain the functions performed by advertising.
12. “The success of Advertisement campaign depends on proper selection of Media” – Discuss.
13. “Advertising brings long-term benefits but Sales promotion is for quicker result”. Explain with an example.
14. Analyze the distinctive features of various elements of the Promotional mix. Illustrate with a suitable example.
15. Outline the different methods of providing discounts in the selling process.
Brand Management
Maximum Marks: 80
Question No. 1 is compulsory and is for 16 Marks. Please attempt any 4 questions from question number 2 to 9.
1. Case Study : (Compulsory)
BURNOL
Burnol has been around for six decades as a yellow burns-relief ointment. It has almost become a generic brand. Its yellow colour reminds one of turmeric, the traditional burns-relief remedy.
The brand has been recently acquired by Dr. Morepen (a subsidiary of Morepen Laboratories Ltd.) from Reckit Piramal. The brand has high recall value. Morepen is the brand’s third owner (Boots is the first, Pirmal second).
Burnol’s position in the mind space of the consumer is that of the burns ointment. It is open to marketers to reposition the brand. But sometimes the brand does not budge from its original position. Burnol is a typical example. It is so strong as anti-burn ointment that it has become intractable.
Burnol introduced by Boots started domestic manufacturing in 1948. JWT handled the account. Formerly, it was sold on prescription. In 1960 it became over-the counter (OTC) product.
As Indian housewives depended upon kerosene or wood-fed stoves, Burnol became an integral part of the household. In 1967, Burnol’s application was far widened, to include antiseptic properties against cuts and other wounds. But it did not succeed and Boots reverted to its original anti-burns position. In 1972, Shield was launched by SKF as a competitive brand. It was followed by Medigard by J.L. Morison. But they could not affect Burnol.
In 1980, a commercial on DD showed a daughter entering kitchen and getting burns due to oil splash. The mother uses Burnol and the VO says “Haath jal gaya? Shukar hai ghar mein Burnol jo hai”.
Kitchen became safer in 85s after the switch-over to LPG-based cooking and the use of gas-lighter instead of the match boxes. Burnol started stagnating.
Though the product had high recall, the actual reality was that households did not keep the product handy. Plain water was being recommended to treat burns. Turmeric, as it causes stains, was becoming a liability. The product composition was changed by changing colour from deep yellow to non-staining light yellow. People were coaxed to keep the product within easy reach, Sales showed some improvement.
In 1995, again it was repositioned as antiseptic for multiple usages. The colour was made even lighter. It was given a new perfume. But the brand failed to compete with other antiseptic creams such as Boroline and Dettol. The brand could not be moved from its ‘burns’ spot in the consumer mind. It’s becoming generic as a burns remedy proved to be its cause for stagnation.
In 2000, Burnol was sold to Reckitt Pirmal for 12.5 crore. It became Burnol Plus. It was positioned as ‘first aid cream’. It registered a turnover of ` 6.2 crore in 2002. As Reckit Pirmal joint venture came apart, Burnol was sold to Dr. Morepen in 2003. It is being relaunched in April 2004.
Burns market including dressings stand as ` 39 crore. Antiseptic market stands at ` 210 crore. The old need is passing into history. The strategy should be to retain its original uniqueness, and still broad-base it. There are new dangers such as geysers, irons, ovens and so on. Burnol can become a cream that ensures safety if present. Burnol should be promoted as brand that cares.
Burnol is now marketed by Dr. Morepen Lab as protective cream which should be kept handy always.
Question:
As a Management consultant give your comments on Burnol as a brand.
2. What do you understand by the concept of a Brand? Describe the characteristics of Brands.
3. a. Define the Brand Image. Explain the dimensions of Brand Image.
b. What is meant by Brand Identity? Explain the different elements of Brand Identity.
4. Discuss in detail the different stages of brand building process.
5. a. What is Brand Audit? Explain its importance.
b. Describe the two steps in brand audit.
6. “Positioning is an outcome of our perceptions about the brand relative to the competing brands” – Discuss with examples.
7. How do consumers perceive and choose brands? Discuss.
8. What are the different phases of strategic brand management process?
9. Discuss the “TEN COMMANDMENTS” of Global Branding.
Human Resource Management
Total Marks - 80
(1) Answer any five questions.
(2) All questions carry equal marks.
(3) Draw diagrams / sketch wherever necessary.
Q.1) Define the term Human Resource Management. State its objectives and
What the challenges of HRM in today’s scenario?
Q.2) (A) Explain Process of Human Resource Planning.
(B) What are the various Sources of Recruitment?
Q.3) (A) Explain need and importance of Training.
(B) What are the different methods of Training Programme?
Q.4) What is Performance Appraisal? Explain its various methods.
Q.5) (A) Define Exit Policy and also state its procedure.
(B) Explain effects of Excess Manpower on an Organisation.
Q.6) (A) Explain Concept of Absenteeism. What are the various Causes of
Labour Absenteeism?
(B) State various effects of Labour Absenteeism on Labour Turnover.
Q.7) Write short notes: (Any Four)
(a) Role of HR Manager
(b) Personnel Audit
(c) Dismissal
(d) Significance of Record
(e) Transfer Policy
(f) HR Accounting
Information Technology
SECTION - A ( 5 × 3 = 15)
Answer any FIVE questions.
All questions carry equal marks.
1. Describe B2B.
2. What do you mean by services?
3. Need for ERP.
4. Describe B2C.
5. What is E.RC Diagram?
6. What do you mean by system specification?
7. Describe database.
8. Define knowledge management.
SECTION - B (3 × 5 = 15)
Answer any THREE questions.
All questions carry equal marks.
1. What a note on operating systems.
2. Describe system specification with example.
3. How to choose a right package of ERP?
4. Write a note on business process re-engineering.
SECTION - C (2 × 5 = 10)
Answer any TWO questions.
All questions carry equal marks.
1. Explain database management with example.
2. Explain the phases of moving the company from products to services.
3. Explain business process re-engineering and design.
4. Explain the implications of on-line shopping in new economy.
SECTION - D (12 × 5 = 60)
Answer any FIVE questions.
1. (a) Write short notes on Communication System.
(b) Explain the elements of a computer and communication System.
2. (a) Discuss application software.
(b) What is the use of interface and other basic features? Explain.
3. (a) Write short notes on internet web browsers.
(b) Explain in detail about desktop accessories.
4. (a) Explain in detail about cable modems.
(b) Write short notes on cyberethics.
5. (a) How to use a micro computer for Communication? Explain.
(b) Discuss about the facilities of multimedia.
6. (a) What are the types of database organization? Explain.
(b) Explain secondary storage devices.
7. (a) Write short notes on accuracy and privacy of using database.
(b) List out the different phases of system analysis and design and explain.
8. (a) Explain object oriented and visual programming.
(b) Write the features of HTML and XML.
9.(a) Explain the characteristics of information.
(b) Explain the issues of IT management.
10.(a) Explain the role of corporate strategy in IT.
(b) Explain the role of IT in international business.
11.(a) Explain the working of processor in detail.
(b) Differentiate CISC versus RISC.
12.(a) What is an operating system? Explain the function of OS.
(b) Give the objectives of programming languages.
13.(a) Discuss in detail any one processing package.
(b) What is a Data base management system? Explain.
14.(a) Explain client server model in detail.
(b) Explain the strategies for acquiring systems and services.
15.(a) Explain transmission modes and transmission protocols.
(b) Discuss various types of networks with examples.
16.(a) Discuss LAN Architecture model.
(b) Explain the concept of E-Com. Give some applications of E-Com in Business.
(c) Write short note on www.
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