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BRAND MANAGEMENT
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.
BUSINESS
COMMUNICATION
N.
B. : All cases are Compulsory.
CASE
NO. 1
How
to Proofread like a Pro :
Tips
for creating the Perfect Document
You’ve
carefully revised and polished your document, and it’s been sent off to the word-processing
department or a designer to be put into final form. You can breathe a sigh of relief, but only
for the moment : You’ll still be proofreading what comes out of the printer. To ensure that any document is error-free,
always proofread the final version.
Following are some hints to help make your proofreading more effective.
§ Multiple
passes – Go through the document several times, focusing on a different aspect
each time. The first pass might be to
look for omissions and errors in content; the second pass could be for layout,
spacing, and other aesthetic features; a final pass might be to check for
typographical, grammatical, and spelling errors.
§ Perceptual
tricks – Your brain has been trained to ignore transposed letters, improper
capitalization, and misplaced punctuation.
Try (1) reading each page from the bottom to the top (starting at the
last word in each line,) (2) Placing your finger under each word and reading it
silently, (3) making a slit in a sheet
of paper that reveals only one line of type at a time, and (4) reading the
document aloud and pronouncing each word carefully.
§ Impartial
reviews – Have a friend or colleague proofread the document for you. Others are likely to catch mistakes that you
continually fail to notice. (All of us
have blind spots when it comes to reviewing our own work)
§ Typos
– Look for the most common typographical errors (typos): transposition (such as
teb), substitution (such as economic), and omission (such as productivity)
§ Mechanics
– When looking for errors in spelling, grammar, punctuation, and
capitalization, if you’re unsure about something, look it up in a dictionary, a
usage book, or another reference work.
§ Accuracy
– Double –check the spelling of names and the accuracy of dates, addresses, and
all numbers (quantities ordered, prices, and so on). It would not do to order 500 staples when you
want only 50.
§ Distance
– If you have time, set the document aside and proofread it the next day.
§ Vigilance
– Avoid reading large amounts of material in one sitting, and try not to
proofread when you’re tired.
§ Focus
– Concentrate on what you’re doing. Try
to block out distractions, and focus as completely as possible on your
proofreading task.
§ Caution
– Take your time. Quick proofreading is
not careful proofreading.
Proofreading
may require patience, but it adds creditability to your document.
Career
Applications :
1. What qualities does a person need to be a
good proofreader ? Are such qualities inborn, or can they be learned ?
2. Proofread the following sentence :
application of these methods in stores
in San Deigo nd Cinncinati have resulted in a 30 drop in robberies an a 50
percent decling in violence there, according at the developers if the security
system, Hanover brothrs, Inc.
CORPORATE LAW
N.B.: 1
Attempt any Twelve Questions
2) Last two Questions are compulsory
Q.1. In the following statements only one is
correct statement. Explain Briefly?
(5 Marks)
i) An
invitation to negotiate is a good offer.
ii) A
quasi-contract is not a contract at all.
iii) An
agreement to agree is a valid contract.
Q.2. A ship-owner agreed to carry to cargo of sugar belonging to A from
Constanza to Busrah. He knew that there
was a sugar market in Busrah and that A was a sugar merchant, but did not know
that he intended to sell the cargo, immediately on its arrival. Owning to Shipment’s default, the voyage was
delayed and sugar fetched a lower price than it would have done had it arrived
on time. A claimed compensation for the
full loss suffered by him because of the delay.
Give your decision. Explain Briefly?
(5 Marks)
Q.3. The proprietors of a medical preparation called the “Carbolic Smoke
Ball” published in several newspapers the following advertisement:-
“£ 1000 reward will be paid by the Carbolic Smoke Ball Co.
to any person who contracts the increasing epidemic influenza after having used
the Smoke Ball three times daily for two weeks according to printed directions
supplied with each ball. £ 1000 is deposited with the Alliance Bank showing our
sincerity in the matter.
On the faith in this advertisement, the plaintiff bought a
Smoke Ball and used it as directed. She was attacked by influenza. She sued the company for the reward. Will she succeed? Explain Briefly
(5 Marks)
Q.4. Fazal consigned four cases of Chinese crackers at Kanpur
to be carried to Allahabad the 30th May,
1987 . He intended to sell
them at the Shabarat festival of 5th
June 1987 . The railway
discovered that the consignment could not be sent by passenger train and asked
Fazal either to remove them or authorize their dispatch by goods train. He took no action and the goods arrived at Allahabad
Fazal filed a suit against Railways for damages due to late
delivery of the goods which deprived him of the special profits at the festival
sale. Decide & explain briefly ?
(5 Marks)
Q.5. ‘Lifeoy’ Soap company advertised that it would give a reward of Rs.
2000 who contracted skin disease after using the ‘Lifeoy’ soap of the company
for a certain period according to the printed directions. Mrs. Jacob purchased the advertised ‘Lifeboy’
and contracted skin disease inspite of using this soap according to the printed
instructions. She claimed reward of Rs.
2000. The claim is resisted by the company on the ground that offer was not
made to her and that in any case she had not communicated her acceptance of the
offer. Decide whether Mrs. Jacob can
claim the reward or not. Give reasons.
Explain briefly?
(5 Marks)
Q.6. In each set of statements, only one is correct. State the correct statements & Explain
briefly?
a) i) A bailee has a
general lien on the goods bailed.
ii) The ownership
of goods pawned passes to the pawnee.
iii)
A gratuitous
bailment can be terminated by the bailor even
before the stated time.
b) i) A
substituted agent is as good an agent of the agent as a sub-
agent.
ii)
An ostensible
agency is as effective as an express agency.
iii)
A principal can
always revoke an agent’s authority. (5 Marks)
Q.7. A, an unpaid seller, sends goods to B by
railway. B becomes insolvent
And A sends a telegram to Railway authorities
not to deliver the goods to B. B. goes to the Parcel office of Railway Yard and
by presenting R. R. (Railway Receipt)
takes delivery of the goods and starts putting them in the cart. Meanwhile the Station Master comes running
with the telegram in hand and takes possession of the goods from B. Discuss the rights of A and B to the goods in
possession of Railway authorities. (5 Marks)
Q.8. X needs Rs. 10,000 but cannot raise this amount because his credit
is not good enough. Y whose credit is
good accommodates. X by giving him a
pronote made out in favour of X, though Y owes no money to X. X endorses the pronote to Z for value
received. Z who is holder in due
course demands payment from Y. Can Y refuse
and plead the arrangement between him and X Explain briefly? (5 Marks)
Human Resource Management
(i)
There are three Sections A and B and C.
(ii) Attempt any three questions each from Section A and B. All questions carry 10 marks each.
(iii) Section C is compulsory for all and carries 40 marks.
(ii) Attempt any three questions each from Section A and B. All questions carry 10 marks each.
(iii) Section C is compulsory for all and carries 40 marks.
SECTION A
1.
Define and differentiate between Job Analysis, Job Description and Job
Evaluation. Select an appropriate job evaluation method and create a plan for
evaluating jobs of scientists in different grades.
INTERNATIONAL
BUSINESS
N. B.: 1) Attempt any four
cases 2) All
cases carries equal marks.
No: 1
BPO – BANE OR BOON ?
Several MNCs are increasingly
unbundling or vertical disintegrating their activities. Put in simple language, they have begun
outsourcing (also called business process outsourcing) activities formerly
performed in-house and concentrating their energies on a few functions. Outsourcing involves withdrawing from certain
stages/activities and relaying on outside vendors to supply the needed
products, support services, or functional activities.
Take Infosys, its 250 engineers
develop IT applications for BO/FA (Bank of America Novato , California Massachusetts
General Hospital
2500 college educated men and women
are buzzing at midnight at
Wipro Spectramind at Delhi US
insurance company and providing help-desk support for a big US Internet service
provider-all at a cost upto 60 percent lower than in the US
Another activist in BOP is
Evalueserve, headquarterd in Bermuda and having main operations near Delhi
Evaluserve provides services like
patent writing, evaluation and assessment of their commercialization potential
for law firms and entrepreneurs. Its
market research services are aimed at top-rung financial service firms, to
which it provides analysis of investment opportunities and business plans. Another major offering is multilingual
services. Evalueserve trains and
qualifies employees to communicate in Chinese, Spanish, German, Japanese and
Italian, among other languages. That
skill set has opened market opportunities in Europe
and elsewhere, especially with global corporations.
ICICI infotech Services in Edison , New Jersey , is
another BOP services provider that is offering marketing software products and
diversifying into markets outside the US
In its first year after setting up
shop in March 1999, ICICI infotech spent $33 million acquiring two information
technology services firms in New Jersy-Object Experts and ivory Consulting –
and command Systems in Connecticut US US market offensive, which would go towards R
& D and back-end infrastructure support, and creating new versions of its
products to comply with US Berlin , Germany with the Fraunhofer Institute for
Software and Systems Engineering, which is based in Berlin
and Dortmund , Germany
A relatively late entrant to the US
ICICI Infotech’s expansion into new
overseas markets has paid off. Its $50
million revenue for its latest financial year ending March 2003 has the US operations generating some $15 million, while
the Middle East and Far East markets brought
in another $9 million. It new boasts more than 700 customers in 30 countries,
including Dow Jones, Glazo-Smithkline, Panasonic and American Insurance Group.
The outsourcing industry is indeed
growing form strength. Though technical
support and financial services have dominated India
Outsourcing of human resource
services or HR BPO is emerging as big opportunity for Indian BPOs with global
market in this segment estimated at $40-60 billion per annum. HR BPO comes to about 33 percent of the
outsourcing revenue and India has immense potential as more than 80 percent of
Fortune 1000 companies discuss offshore BOP as a way to cut costs and increase
productivity.
Another potential area is ITES/BOP
industry. According to A NASSCOM survey,
the global ITES/BOP industry was valued at around $773 billion during 2002 and
it is expected to grow at a compounded annual growth rate of nine percent
during the period 2002 – 06, NASSCOM lists the major indicators of the high
growth potential of ITES/BOP industry in India
During 2003 – 04, The ITES/BPO
segment is estimated to have achieved a 54 percent growth in revenues as
compared to the previous year. ITES exports
accounted for $3.6 billion in revenues, up form $2.5 billion in 2002 – 03.
The ITES-BPO segment also proved to be a major opportunity for job
seekers, creating employment for around 74,400 additional personnel in India
Legal outsourcing sector is another
area India India India
Research firms such as Forrester
Research, predict that by 2015 , more than 489,000 US
Many more new avenues are opening up
for BOP services providers. Patent
writing and evaluation services are markets set to boom. Some 200.000 patent applications are written
in the western world annually, making for a market size of between $5 billion
and $7 billion. Outsourcing patent
writing service could significantly lower the cost of each patent application,
now anywhere between $12,000 and $15,000 apiece-which would help expand the market.
Offshoring of equity research is another
major growth area. Translation services
are also becoming a big Indian plus. India produces some 3,000 graduates in German
each year, which is more than that in Switzerland
Though going is good, the Indian BPO
services providers cannot afford to be complacent. Phillppines, Maxico and Hungary Russia China
BOP is based on sound economic
reasons. Outsourcing helps gain cost
advantage. If an activity can be
performed better or more cheaply by an outside supplier, why not outsource it ?
Many PC makers, for example, have shifted from in – house assembly to utilizing
contract assemblers to make their PCs.
CISCO outsources all productions and assembly of its routers and
witching equipment to contract manufactures that operate 37 factories, all
linked via the internet.
Secondly, the activity (outsourced)
is not crucial to the firm’s ability to gain sustainable competitive advantage
and won’t hollow out its core competence, capabilities, or technical know
how. Outsourcing of maintenance
services, date processing, accounting, and other administrative support
activities to companies specializing in these services has become common
place. Thirdly, outsourcing reduces the
company’s risk exposure to changing technology and / or changing buyer
preferences.
Fourthly, BPO streamlines company
operations in ways that improve organizational flexibility, cut cycle time,
speedup decision making and reduce coordination costs. Finally, outsourcing allows a company to
concentrate on its core business and do what it does best. Are Indian companies listening ? If they listen,
BPO is a boon to them and not a bane.
Questions:
1. Which of the theories of international
trade can help Indian services providers gain competitive edge over their
competitors?
2. Pick up some Indian services
providers. With the help of Michael
Porter’s diamond, analyze their strengths and weaknesses as active players in
BPO.
3. Compare this case with the case given
at the beginning of this chapter. What
similarities and dissimilarities do you notice? Your analysis should be based
on the theories explained.
Principles and Practice of
Management
Communicating in
a Crisis
The crisis the school had just reopened
after this two week break. The same morning, a fire suddenly broke out on the
third floor and spread to other floors, blocking the stairways. There was
widespread panic, as the children started jumping off the balconies, injuring
themselves in the process. The Principal and staff had a tough time trying to
calm down the children and take control of the situation. Fire engines were
called and several of them arrived and began their fire fighting operations. In
the meanwhile, many parents also arrived and tried to enter the building to
speak to the Principal. The phones were ringing continuously. There was total
chaos.
Question 1 :- How communication crises
arise?
Question 2 :- What Principal should do to
calm down the angry parents?
Question 3 :- How school will regain its
reputation? What services school should provide in order to maintain its
reputation?
Case Study 2
Case Study on
The power of Non-Verbal Communication
The Power of Nonverbal Communication Soon
after I graduated from engineering college, I accepted a position with the
Sundaram Foundry, a medium-sized firm located in a small town in Tamil Nadu. It
was a good position, since I was the assistant to Mr. Vishwanath, the General
Manager and president of this family owned company, although there were many
technical problems, the work was extremely interesting and I soon learnt all
about the foundry business. The foundry workers were mostly older men and were
a closely knit team. Many of them were related and had been in the foundry for
several years. Therefore, they felt that they knew the business in and out and
that a technical education had no value. In fact, Mr. Vishwanath had mentioned
to me even at the time of my joining, that I was the only engineer ever to be
employed in the foundry. He also let me know that the foundry workers, although
a good group, were very clannish, since they had been working together for
several years. Therefore, it would probably take them some time to accept me. I
introduced myself to the group of foundry workers, a few days after my joining.
As I went around in turn, I felt them eyeing me coldly. As I went down the main
aisle of the foundry, I heard them talking to each other in low voices and
laughing. I found their behavior to be very childish and felt that it was best
to ignore these signs of hostility. I thought that if I ignored them, they
would automatically stop these antics. A few weeks after this incident, I
happened to visit the enamel shop. As I entered, I noticed a worker cleaning
the floor with a hose, from which water flowed at high pressure. I was aware
that it was the practice to clean the shop at least once a week. I turned my
back on the worker and was busy near a dipping tank, when I suddenly felt the
force of a stream of water hitting me. I was almost knocked down by the
pressure and slipped on the wet floor. When I turned around, the worker looked
away in the other direction, as if he had not noticed this happening. However,
I was pretty sure that he had intentionally turned the hose on me.
Question 1 - What message did the foundry
workers and the new engineer convey to each other through their non-verbal
behavior?
Question 2 - Mr. Vishwanath, the General
Manager and President, was not often present at the foundry. What could this
non-verbal behavior mean to the workers and the new engineer?
Question 3. How could the engineer, the
foundry workers and Mr. Vishwanath be more effective, both verbally and nonverbally?
Question 4. What do you suggest that the
engineer should do, after the hosing incident?
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