BRAND MANAGEMENT

Email: smu.assignment@gmail.com

Mob: +919741410271 / +918722788493

Case Study:

1. A company has launched a new cola drink “Fresh Cola” in the Indian Market. The main feature of Fresh cola is that it has the least amount of calories in it. The company is facing a tough competition from Pepsi and Coke. The company hires you as a brand strategist and ask you to find out various positioning strategies and recommend the best positioning for the Brand “Fresh Cola”.

2. Brand Ambassador plays an important role in creation of a Brand. Company has asked you to suggest five brand ambassadors for “Fresh Cola”. Introduce the importance of Brand Ambassador and your selection of five Brand ambassador for “Fresh Cola” with reason.

3. A) Every company tries to take advantage of Brand Extension. Assume “Fresh cola” becomes a top brand in the Indian Market. You have been asked to identify and explain various types of extension and suggest one extension that would go well with the Brand “Fresh Cola”.

3. B) Assume you are planning to buy a new mobile for yourself. You are now confused with the problem of plenty of choices. Explain the various stages of Consumer decision making process that you will undergo to purchase the mobile of your choice.

BUSINESS COMMUNICATION AND ETIQUETTE

Email: smu.assignment@gmail.com
Mob: +919741410271 / +918722788493

Q 1) The sales professionals of your organization are impatient and unwilling to listen to their clients. What is the importance of listening? How can you help them develop listening as a behavior? What is the one advice that you would like to give them to improve their trait.

Q 2) As a manager of a growing organization, it is your responsibility to set a high benchmark for ethical communication for your team members. Elaborate on ethical communication and its importance. What key areas would you focus on to ensure the same?

Q 3) The sales team of Zenith Global has a proven track record of success with customers when it comes to giving a presentation or participating in meetings. Despite this the conversions of prospects into customers has been surprisingly low. On deeper analysis it was found that the team struggled with their written communication. Every meeting / sales presentation needs to be followed up with a sales letter to clinch the deal.

a) What should the team bear in mind while writing letters to clients they have interacted with in the past and who have shown interest in their offerings?

b) What approach would work best to convert a neutral customer who is not aware about your products or offerings?