NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Brand Management

Internal Assignment Applicable for December 2020 Examination

1. Peter England a formal apparel brand is facing severe competition in the market
because of the new players entered in the market & hence the sales are decreasing. As
a Brand Manager, explain which extension strategy you would suggest to counter
competition.

2. A leading firm in the Fast Moving Consumer Goods sector, found out through
researcher that there is a vast potential in the branded flour (atta) market that could be
tapped. On the basis of this the company decides to enter the market. Discuss the
process of designing the positioning strategy for the product.

3. Read the following Case & solve the questions given:

Bharat Motors has been selling the “Konard” brand of passenger cars in India for the
last 60 years. Their car has been the leading car market share wise for the last 50 years.
But, for the last 5 years the scenario has changed. Many multinational car companies
have entered the country and introduced highly fuel efficient, user friendly, & high
performance models in the country. The buyers have thus seen the market change from
sellers to buyers’ market. Spectacular product characteristics have become the rule of
the day. Resultantly Konard has rapidly and constantly lost the market share. Realizing
that the company has no other alternative, they have tied up with a leading car
company of Korea and are now ready to launch an absolutely new and drastically
improved version of the old faithful Konard.

a. Is the company’s strategy of tie up with Korea car manufacturer and the readiness to
launch a completely newer version of Konard a wise decision? Justify your answer.
(5 Marks)

b. Suggest promotional tools which the company can use to help it develop a completely
new image for its product.