1. As a newly appointed Product Manager by Balaji wafers, you are asked to develop New
Product Planning for a new flavor of potato wafer. How would you develop a new product
planning process? 

2. Health and Nutrition Start-Up, Habit makes consumer debut with a range of
innovative & delicious Products. Habit Wise Creams are the lowest calorie ice creams
in the world. Every serving has less than 50 calories, which is less than half an apple.

Available in 6 gourmet flavors such as Blueberry Crumble, Salted Caramel, Lychee
Blush, etc. Wise Creams contain zero added sugar and are keto + diabetic friendly.
Prepare an appropriate Segmentation Strategy for the new launch. Considering that they
have entered the consumer market for the first time, how should the brand be positioned
in the market? (10 Marks)

3. Read the following Case & solve the questions given:
Mr. Ramesh of Unique Industries is contemplating entering the men’s top-end shirts
category. The company already has a brand “CLINGERS” in the middle segment
(₹350-700). The brand is very popular amongst the target audience. Having got the
volumes, Mr. Ramesh now wants to play the value game and enter the top end (₹700+)
category. He knows there are some formidable brands like Farrow etc. that will make
life extremely difficult for Unique Industries. But there are certain advantages which
Unique Industries enjoys. It has one of the best retail networks in the country. They
have their own factory, which ensures regular quality supply. They are the pioneers of
branded shirts in India.

Mr. Ramesh has decided to keep the brand name as “Clingers Gold”. He has decided to
allocate ₹10 crores for sales promotion and advertising budget.
Unique Industries is simultaneously entering the readymade trousers market and shoe
market. Mr. Ramesh has decided to keep the same brand name “CLINGERS” to
leverage the success of the brand name to the two new categories.

a. Do you think the brand name “Clingers Gold” is right for the top end segment? Justify
your answer. (5 Marks)

b. Which factors you think need to be studied before making such entry into the market?