MBA Semester 4 (2023 Batch)

Name: Bikash Prasad

Roll No: PO3EH23M015078

IFIM COLLEGE
(An Autonomous Institute, Affiliated to Bangalore University)
Bangalore-560 100

CONTINUOUS INTERNAL EVALUATION - I – MAR - 2025

​ MBA DEGREE-SEMESTER -
SUBJECT NAME: STRATEGIC BRAND MANAGEMENT

SECTION-A

Q1.Briefly explain the diffusion Curve with suitable examples.

Ans:The Diffusion Curve explains how new ideas, products, or technologies spread through a
population over time. It was introduced by Everett Rogers in his Diffusion of Innovations theory.
The curve follows an S-shape and is divided into five groups based on how quickly people adopt
innovations:

1. Innovators (2.5%) – The risk-takers who try new things first.

Example: People who pre-order the latest iPhone before reviews are out.

2. Early Adopters (13.5%) – Opinion leaders who embrace new ideas early and influence
others.
Example: Tech enthusiasts who buy smartwatches before they become mainstream.

3. Early Majority (34%) – They wait until there’s enough proof that an innovation is useful.
Example: People who start using online payments after seeing their friends use them.

4. Late Majority (34%) – More skeptical and adopt only when necessary.
Example: Those who switched to smartphones only after basic phones became outdated.

5. Laggards (16%) – The last to adopt, often resistant to change.

Example: People who still prefer DVDs over streaming services.
This model helps businesses and marketers understand how to introduce innovations
effectively.

Q2.Briefly explain the Brand Management and the traits of a successful brand.

Ans:Understanding Brand Management & What Makes a Brand Successful

Think of a brand as a person—someone with a unique personality, values, and reputation.

Brand management is like taking care of that person’s image, ensuring they are seen positively,
trusted, and remembered by people. It’s about shaping how a brand looks, feels, and
communicates so that customers connect with it emotionally.

Traits of a Successful Brand

1. Clear Identity – A strong brand knows what it stands for.

Example: Apple stands for innovation and simplicity.

2. Consistency – A brand should maintain a uniform message, tone, and look.

Example: Coca-Cola has used the same red and white color scheme for decades.

3. Emotional Connection – Great brands don’t just sell products; they build relationships.
Example: Nike’s "Just Do It" inspires people to push their limits.

4. Trust & Credibility – Customers should feel they can rely on the brand.
Example: Amazon’s return policy builds trust with buyers.

5. Adaptability – Successful brands evolve with changing times.

Example: Netflix transitioned from DVDs to streaming to stay relevant.

A well-managed brand isn’t just about logos and slogans; it’s about making people feel
something special every time they interact with it.

Q4.Briefly explain Branding and the reasons behind the creation of a successful brand.

Ans: Branding:Branding is more than just a logo or a catchy slogan—it’s the soul of a business.
It’s the way a company presents itself to the world and how people feel when they interact with
it. A strong brand creates a lasting impression and builds trust with customers.

Reasons behind a successful brand

1. A Strong Purpose – Successful brands have a clear reason for existing beyond just making
money.
Example: Tesla isn’t just about cars; it’s about sustainability and innovation.

2. Recognition & Consistency – People should instantly recognize a brand and trust it to deliver
the same quality every time.
Example: McDonald's golden arches and consistent taste worldwide.

3. Emotional Connection – Great brands make people feel something, whether it’s excitement,
nostalgia, or trust.
Example: Disney brings childhood magic to life.

4. Quality & Trust – A brand is only as good as its products or services. If people trust it, they
keep coming back.
Example: Apple products are known for reliability and innovation.

5. Adaptability – Markets change, and the best brands evolve with them.
Example: Instagram started as a photo-sharing app but adapted to video trends like Reels.

Branding isn’t just about looking good—it’s about making people believe in something and stay
loyal to it.

Q5.D-Mart intends to create a new cooking oil brand. Help D-Mart to develop a brand through
applying Brand Journey Framework to acquire target consumers and convert them as loyal
customers to achieve accelerated growth.

Ans: Building D-Mart’s Cooking Oil Brand Using the Brand Journey Framework

If D-Mart wants to introduce a new cooking oil brand and make it a household name, it needs to
take customers on a journey—from first discovering the product to becoming loyal buyers.
Here’s how the Brand Journey Framework can help:

1. Awareness – Making a Strong First Impression

The first step is to grab attention. D-Mart can use in-store promotions, social media ads, and
influencer marketing to introduce the cooking oil.

Example: Running a campaign highlighting health benefits like “Heart-Friendly Oil for a Healthier
You.”

2. Consideration – Building Interest & Trust

Once people notice the brand, they should see a reason to choose it over others.Sharing
testimonials, nutritional benefits, and cooking demos can help.

Example: A social media series featuring chefs using the oil in different recipes.
3. Purchase – Making It Easy to Buy

Discounts, free samples, and attractive packaging can push customers to try it.

Example: A “Buy 1 Get 1 Free” launch offer or placing the product in prime store locations.

4. Loyalty – Keeping Customers Coming Back

Quality is key—if the oil tastes good and is healthy, people will return.

Example: A QR code on the bottle linking to exclusive recipes and health tips to keep customers
engaged.

5. Advocacy – Turning Buyers into Brand Promoters

Happy customers should be encouraged to spread the word.

Example: Running a contest where customers share their best recipes using the oil to win
prizes.

By following this journey, D-Mart can not only attract new customers but also turn them into loyal
brand advocates, ensuring long-term growth.

SECTION-B

Q8.Nestle intends to launch new clarified butter (Ghee) Brand in India Market. Help Nestle to
critically analyze Indian clarified butter (Ghee) industry using product and brand category index
to make suitable decisions to commence its new Ghee brand in India.

Ans: Analyzing India’s Ghee Market for Nestlé’s New Brand Launch

If Nestlé wants to enter the Indian ghee market, it needs to carefully study the industry and its
competitors. By using Product and Brand Category Index (PCI & BCI), Nestlé can assess
market demand, competition, and consumer behavior before launching its ghee brand.

1. Product Category Index (PCI) – Understanding Market Potential

PCI helps determine how popular ghee is as a product in India.

●​ High Consumption & Cultural Significance: Ghee is not just a cooking ingredient; it’s
deeply rooted in Indian traditions, Ayurveda, and religious practices.
 ●​ Growth in Health-Conscious Consumers: Many people now prefer pure and organic
ghee due to its nutritional benefits.

●​ Rising Urban Demand: With busy lifestyles, consumers are shifting towards branded,
reliable ghee instead of homemade alternatives.

●​ Regional Preferences: Different regions have their own preferences—some prefer cow
ghee, while others use buffalo ghee. Nestlé needs to cater to these variations.

2. Brand Category Index (BCI) – Evaluating Competition & Positioning

BCI helps Nestlé analyze how competitive the ghee market is and where it can position itself.

●​ Strong Existing Brands: Brands like Amul, Patanjali, Gowardhan, and Mother Dairy
dominate the market. Nestlé must differentiate itself.

●​ Consumer Trust & Brand Loyalty: Indians trust brands with a reputation for purity and
authenticity. Nestlé should focus on transparency in sourcing and production.

●​ Pricing Strategy: Premium organic ghee has a growing market, but affordability is key for
mass consumers. Nestlé needs to balance quality with competitive pricing.

●​ Retail & Online Presence: While traditional stores remain key, e-commerce sales are
booming. Nestlé should leverage both supermarket chains and platforms like Amazon,
Flipkart, and BigBasket.

Key Decisions for Nestlé’s Ghee Brand Launch

1. Focus on Purity & Quality – Clearly highlight 100% pure, hormone-free, and farm-fresh
sourcing to build trust.

2. Smart Positioning – Compete with premium brands by offering health-focused benefits, such
as Ayurvedic or A2 cow ghee.

3. Strategic Pricing – Offer different price ranges, such as premium ghee for health-conscious
buyers and budget-friendly options for everyday use.

4. Strong Marketing & Distribution – Use social media, influencer marketing, and festival
campaigns to promote the brand while ensuring wide availability in both online and offline
stores.
By carefully analyzing these factors, Nestlé can successfully enter and capture the Indian ghee
market, turning its brand into a household name.

Q9. Suzuki India Limited intends to launch EV in Indian Market. Help Suzuki critically analyze
Indian EV industry to make suitable decisions to launch EV in Indian market.

Ans:Analyzing India’s EV Market for Suzuki’s Launch

As Suzuki India plans to introduce an Electric Vehicle (EV), it needs to take a deep dive into the
Indian EV industry to understand opportunities, challenges, and consumer expectations. Here’s
a critical analysis of the market and key factors Suzuki should consider before launching its EV.

1. Market Potential & Demand

●​ Growing EV Adoption: India is seeing a shift toward EVs due to rising fuel prices and
government incentives. Consumers are becoming more eco-conscious.

●​ Government Push: Policies like FAME-II (Faster Adoption and Manufacturing of Electric
Vehicles) provide subsidies and tax benefits, making EVs more attractive.

●​ Urban vs. Rural Divide: While metro cities like Delhi, Mumbai, and Bangalore are
witnessing strong EV adoption, rural areas still lack charging infrastructure. Suzuki must
decide whether to focus on cities first or create a broader strategy.

2. Competition Analysis

●​ Strong Rivals: Players like Tata (Nexon EV), MG (ZS EV), and Hyundai (Kona) already
have a first-mover advantage in the Indian market.

●​ Pricing Strategy: Most EVs are expensive compared to petrol/diesel cars. Suzuki must
decide if it wants to enter the affordable EV segment or compete in the premium range.

●​ Brand Trust: Suzuki has a strong reputation in India for affordable, fuel-efficient cars.
This can work in its favor if it introduces a budget-friendly EV.

3. Infrastructure & Charging Network

●​ Limited Charging Stations: India still lacks a widespread charging network, making range
anxiety a real concern.
 ●​ Home Charging Solutions: Suzuki can offer home charging kits or partner with energy
companies to set up charging stations at key locations.

●​ Battery Swapping Technology: Exploring battery swapping could give Suzuki an edge,
allowing users to replace drained batteries with fully charged ones at swap stations.

4. Consumer Preferences & Challenges

●​ Affordability Matters: Most Indian buyers are price-sensitive. Suzuki needs to ensure its
EV is competitively priced, possibly below ₹10-12 lakh for mass adoption.

●​ Mileage & Range: Indian consumers expect high mileage from their cars. Suzuki must
aim for a minimum range of 300-400 km per charge to compete with existing EVs.

●​ Maintenance & After-Sales Support: Many people still hesitate to buy EVs due to
concerns about battery life and servicing. Suzuki must build a strong after-sales support
system to address these issues.

5. Strategic Decisions for Suzuki’s EV Launch

●​ Target Budget-Friendly EV Segment – Focus on making an affordable EV to attract

mass buyers.
●​ Develop Charging Infrastructure – Collaborate with oil companies, malls, and residential
complexes to install charging stations.
●​ Offer Battery Leasing or Swapping – Provide flexible ownership options, reducing
upfront costs for buyers.
●​ Leverage Suzuki’s Brand Trust – Highlight low maintenance, durability, and
cost-effectiveness in marketing campaigns.
●​ Government Partnerships – Work with authorities to benefit from EV subsidies and tax
incentives.

Conclusion:

If Suzuki positions itself smartly, focusing on affordability, charging convenience, and reliable
performance, it can dominate the Indian EV market just like it has with petrol cars.

SECTION -C

Q10.Godrej Appliances Limited intends to launch new refrigerator models in Indian Market.
Indian home appliances is crowded local and international brands who has multiple brands and
models to cater to Indian consumers. However, Godrej decides to launch its new models of
refrigerators banking its brand value among Indian consumers. Godrej intends to launch a very
innovative and unique models, thus it intends to use different product and brand differentiation
strategies.
Help Godrej critically evaluate the different product and brand differentiation strategies and
suggfest which strategies would be suitable to launch highly innovative refrigerator models in
Indian Market.

Ans: Case Study: Differentiation Strategies for Godrej’s Innovative Refrigerators

India’s home appliance market is highly competitive, with brands like LG, Samsung, Whirlpool,
and Haier dominating the space. Since Godrej already enjoys a strong brand reputation,
launching innovative refrigerators requires a well-planned product and brand differentiation
strategy to stand out and attract Indian consumers.

1. Understanding Differentiation in a Crowded Market

Differentiation is all about creating a unique identity for the product, making it more appealing
than competitors. For refrigerators, this can be done in two key ways:

●​ Product Differentiation – Focuses on the features, technology, and design of the

product.
●​ Brand Differentiation – Focuses on how the brand itself is positioned and perceived.

2. Product Differentiation Strategies for Godrej

Since the market is flooded with various models, Godrej needs to introduce refrigerators that
solve real-life consumer problems while adding an aspirational value.

A. Smart & AI-Powered Refrigerators

Introduce AI-based cooling technology that adapts to Indian weather conditions and food
storage habits.

Voice-enabled control with Alexa/Google Assistant integration.

Example: A refrigerator that reminds users when groceries are about to expire!

B. Sustainable & Energy-Efficient Models

Focus on solar-powered or inverter technology to save electricity.

Use eco-friendly cooling gases to appeal to environmentally conscious buyers.

Example: A refrigerator that runs efficiently even during power cuts!

C. Customization & Modular Designs

Offer convertible compartments where consumers can switch between fridge and freezer mode.

Design custom door panels that match kitchen aesthetics.

Example: A fridge that adjusts its sections based on festival or party needs!

D. Health & Hygiene Focus

Antibacterial interiors and air-purification technology to keep food fresh longer.

Built-in UV disinfection chambers for vegetables and dairy.

Example: A refrigerator that ensures milk stays fresh longer in extreme summers!

3. Brand Differentiation Strategies for Godrej

Having great products isn’t enough—Godrej needs to market them in a way that creates an
emotional connection with Indian consumers.

A. “Made for Indian Homes” Positioning

Highlight how these refrigerators are designed for Indian kitchens, climate, and food habits.

Regional ad campaigns showing how different families benefit from advanced features.

Example: “Designed for Indian Summers – Keeps Your Food Fresh Even in 45°C Heat!”

B. Celebrity & Influencer Marketing

Collaborate with food bloggers, chefs, and home organizers to showcase smart storage
features.

Rope in a Bollywood celebrity known for sustainability or innovation.

Example: A famous chef demonstrating how the fridge preserves flavors perfectly!

C. Flexible Pricing & EMI Options

Offer easy financing and EMI plans to make high-tech models accessible to middle-class
consumers.

Exchange offers for old refrigerators to attract upgrades.

D. Exclusive Customer Service & Warranty Plans

Introduce “5-Year Free Maintenance” plans to build long-term trust.

AI-powered smart diagnostics that notify users of potential issues before breakdowns occur.

4. Recommended Differentiation Strategy for Godrej

For maximum impact, Godrej should use a hybrid strategy that blends technological innovation
with emotional branding:

●​ Lead with Sustainability & Smart Features – A futuristic approach focusing on AI,
energy-saving, and hygiene.
●​ Market as “India’s Own Future-Ready Refrigerator” – Emphasize trust, heritage, and
innovation.
●​ Offer Personalization & Affordability – Ensure it caters to both premium and
budget-conscious buyers.
●​ Use Storytelling & Real-Life Scenarios – Show how the refrigerator enhances everyday
life in Indian households.

Conclusion:

If Godrej positions its refrigerators as high-tech, sustainable, and made for Indian homes, it can
successfully carve out a niche in the crowded market while strengthening its brand identity.