Product & Brand Management V2 We Also Provide SYNOPSIS AND PROJECT. Contact www.kimsharma.co.in for best and lowest cost solution or Email: amitymbaassignment@gmail.com Call: 9971223030

1. We Also Provide SYNOPSIS AND PROJECT. Contact www.kimsharma.co.in for best and lowest cost
solution or Email: amitymbaassignment@gmail.com Call: 9971223030
Assignment A (Answer any 3 questions)
1. Discuss the scope of product management in marketing environment?
2. Discuss the aggregated market factors, their impact on category
attractiveness and give aspecific source for where you’d get the information
for each of them.
3. Market potential is the techniques to know the exact capability of market.
Explain how weestimate market potential.
4. What is the difference between skimming and penetration strategy?
5. What is product life cycle? What are its characteristics?
6. Explain the concept of Brand Extendability.
7. How a brand makes an image in the mind of customer? Give a suitable
example.
8. What is the difference between brand awareness and brand loyalty?
Case study
Case Study: Lipton and Kai Shii
Competitors in the iced-tea market
Unilever Bestfoods, USA and Shin Shii, Taiwan are competitors in the rapidly
growing icedteamarket with their brands Lipton (in alliance with Pepsi) and
Kai Shii respectively.Unilever has also introduced an instant hot-tea can by
the name of Brooke Bond’s PG Tips.Kai Shii is about to be launched in the US
market. The following study evaluates variousmarket segmentation strategies,
potential consumer target segments, and factors to forecastdemand that were
used or could have been used by these two companies. The main referencefor
this report was Chapter 3 of the textbook ‘Principles of Marketing’ by Kotler
et al.
The main results of the analysis are as follows:
Both companies’ SWOT analysis reveals that they are dominant and successful
intheir home markets.
Kai Shii would require a great amount of effort to market itself and bridge
thecultural divide and varying tastes and perceptions between Taiwanese and
Americanconsumers.
Behavioural (seeking convenience, health conscious), demographic (age groups)
andgeographic factors largely influence the market segmentation.

2. Pricing amongst competitors in the same product category plays a vital role
compared to pricing amongst for example, carbonated soft drinks etc.
Future demand for the iced tea market or any other segment is based on the
growthrate of current market segment bases such as age, income and
nationality.
Both companies require different approaches to their marketing strategies.
The following arethe recommendations:
Lipton and Pepsi should expand their market reach across other segments to
ward offemerging competitors and increase product visibility.
Lipton iced teas should be made available in various packaging sizes and
prices.
Brooke Bond’s ready-to-drink hot tea cans should capitalise on the parent
company’sobjective of increased customer convenience and the advantage of
having developed aunique technology. Thus, it can be priced higher.
Shin Shii’s entry into the American market should focus on selecting a
distributorbased on mutual trust and initially conducting trials and pilot
schemes in cinemas,fun-fairs etc. to gauge general consumer response.
Shin Shii should change the name of its product to suit the American market
and sellat lower prices than Lipton unless it feels that Kai Shii’s demand is
based on or isincreasing due to its unique flavour or product quality.
1. INTRODUCTION
The following report focuses on the growing canned iced-tea beverage market,
with anemphasis on the Western market. This development led to opportunities
for UnileverBestfoods, USA (herein referred to as ‘Unilever’) and Shin Shii,
Taiwan to exploit themfurther through efficient marketing with their brands
Lipton and Kai Shii respectively. Astudy was conducted to evaluate effective
strategies for market segmentation and identifysuitable and potentialmarkets
for iced-tea manufacturers to enter. In addition, factors thatcould be used
to forecast future demand were described.
The main aims and objectives of this study are outlined as follows:
1) Understand what kind of markets drive a high demand for iced tea and the
reasonsbehind them.
2) Recommend market coverage strategies and market entry strategies for
Unilever andShin Shii respectively.
3) Recommend brand-positioning strategies for Lipton and Kai Shii and an
alternativehot ready to drink tea beverage by Unilever.
Background: The Unilever Group is one of the world’s leading suppliers of
fast-movingconsumer goods. Their Lipton brand is a leader in the US market,
besides having asignificant global presence. They have also developed a ready
to drink hot canned tea productunder the name of Brook Bond’s PG Tips (herein
referred to as Brooke Bond). Shin Shii is asmall company based in Taiwan, and
already successful with its oolong iced tea beveragesdrink in Taiwan. It now
wants to target the Western markets.

3. Assumptions:
1) The market for iced-teas has not undergone any permanent steep changes
either on the demand side or supply side, whether positive or negative.
2) However, it is a steadily growing market with a long way to go before
saturation.
3) Lipton’s iced tea and Kai Shii’s oolong iced tea are fundamentally very
close or similarand fall under the same product category.
4) ‘Western’ markets refer to the North American market.
Limitations:
The main reference (Kotler et al text, 2001) is slightly outdated, that may
thusfail to include changes in the company’s profile or business portfolio.
For example, Lipton’salliance with Pepsi may no longer exist. Also,
relatively lesser information could be obtainedabout Shin Shii, as it is
still a very obscure and less known company internationally.Theoretical
Framework and Methodology: The analysis of this case study is based on the
marketing theories of:
I) Strategic Planning with SWOT analysis
II) Marketing Planning
Both theories are described in the marketing textbook by Kotler et al and
each contain severalother components that would be defined and discussed.
Some additional research was alsocarried out, especially pertaining to demand
forecasting. Non-numerical data was largelysufficient to support or be used
for recommending marketing strategies except when marketshare had to be
discussed.
Report structure:
The report began with an executive summary and a brief introduction. Itwill
be followed by an analysis and interpretation of the case and a short
conclusion. It willend with a set of recommendations, links for further
study, references and an appendix.
3. ANALYSIS AND INTERPRETATION
Strategic Planning: The fast moving consumer goods (FMCG) market is highly
volatile andtrends in market demand or supply oscillate frequently. In such
circumstances, companiesentering this market must be clear of their
objectives and purpose to ensure sustainability. Forexample, Unilever wants
to “meet everyday needs of people everywhere…and to respondcreatively and
competitively with branded products and services which raise the quality
oflife.” Once these are laid out, it is essential to do a SWOT (strengths,
weaknesses,opportunities and threats) analysis for the company before
attempting to plan marketingstrategies and evaluating in detail factors such
as brand positioning.

4. Marketing Planning: The first step in marketing planning is to determine what
kind of factorsor bases are to be used to segment the market. Segmentation
includes dividing buyers intodistinct groups, each with different needs,
characteristics or behaviour, who might requireseparate products or marketing
mixes. The iced-tea market also has several groups orsegments where consumers
perceive or buy a product in a similar way in each of thesesegments. Their
bases can be classified as follows:

5. I) Behavioural- consumers seeking convenient and hassle free refreshments.
II) Demographic- age groups.
III) Geographic- urban centres, city suburbs, villages and towns or all
mentioned.
Price cannot be considered a major factor influencing buyer perception as
canned iced-teasare more or less equally priced with similar products such as
soft drinks or iced coffee.However, pricing amongst competitors in the same
product category plays a vital role.The next step involves targeting specific
segments with potential for the company in whichthe company has a
differential advantage over its competitors. The choice of market
segmentsshould enable the company to generate the greatest customer value and
sustain it over time.The choice of segments also varies according to its size
and the resources it has. For example,Shin Shii, with lesser resources might
want to target a few segments initially in contrast toUnilever that would
want to cover a bigger market by targeting several segments.However, Shin
Shii, in its domestic Taiwanese market was an exception because it had to
useaggressive advertising methods to create a totally new market for oolong
iced-tea, which wasvirtually non-existent. In such a case, it targeted all
age groups, even the tradition bound oldergeneration who were very much used
to drinking hot tea and were least likely to give up thishabit. It’s selling
point of Kai Shii drinkers being a ‘new breed of people’ in a ‘new
world’along with it’s natural ingredients and health benefits appealed to
everyone, including theelderly who tend to be more health conscious in the
Far East. The concept of being uniqueand different appealed to the younger
generation, while the therapeutic benefits of iced-teaattracted the stressed
middle- aged working class besides providing them with theconvenience of a
canned drink to complement their busy lifestyles. Other segments such
asgeographical locations were also collectively considered although the level
of penetrationmight not have been the same for rural markets.Unilever’s
target segments for Lipton were broadly based on similar factors as far as
thehealth benefits of iced tea are concerned. However, it could further
narrow down to focus onathletes and industry workers involved in large
amounts of physical activity and mentalexhaustion. Geographically, most of
America’s population are in urban centres or towns thatare well connected.
Thus, it made sense for Lipton to not restrict itself to purely urban
centresonly. However, busy cities like New York, Boston and Chicago hold
great potential for theworking class to be the targeted consumers as Lipton
iced teas could be a quick refreshmentbetween snacks or lunch.
For Unilever, it is essential to note that it would be unfeasible for it to
modify its Lipton icedteasto serve different parts of the country, as America
is largely a homogenous market withhardly any diverse tastes for beverages.
Shin Shii, however, might want to modify Kai Shiioolong iced-teas to suit the
tastes of the American consumer and also to counter competitionby claiming to
be exclusive and better.
Forecasting Demand: Current demand for iced-tea in America is so huge, that
it forms 80%of all tea consumed in America. It has become a uniquely American
habit, despite having arelatively shorter history of participation in the tea
trade. As the convenience of ready-todrinkiced teas lure new tea drinkers, a
roll-over effect should occur in the demand for othertypes of more
specialised teas, such as herbal iced-tea to increase. Several other factors

6. canbe utilised to forecast the demand of iced teas or for any other market
segment. Most of themlargely relate to the growth rate of current market
segment bases such as age, income, andcertain nationality groups. Changes in
lifestyle, or in the socio-economic condition areamongst the larger
developments that might influence demand especially in the long run.
Specific to the iced-tea market for example, a decrease in the proportion of
working class dueto a rapidly ageing population might hinder demand in urban
centres especially incommercial areas.Overall, however, the outlook for iced-
tea beverages is still very much positive with instanttea becoming more
important in certain markets. According to a study by Goradia (mentionedin
‘Commodity Supply Management by Producing Countries’), the global consumption
ofliquid tea rose by 145% while that of tea leaves rose by only 92% between
1951 and 1970.Such rapid growth is expected to continue into the near future.
4. CONCLUSION
As Lipton and Kai Shii both serve and cater to the same market, they use
similar marketingstrategies but with different approaches to achieve their
company’s objectives. Bothcompanies differ largely in size in terms of
financial and human resource capital. This affectsthe way they implement
their strategies. Lipton, being a global brand has a slight edge interms of
expertise in the tastes and culture of its target group of consumers. It also
has widerproduct range and technological superiority and is planning to
launch a radical new product-Brooke Bond’s hot tea can. However, although
Shin Shii would be a new player with KaiShii in the American market with no
international experience, Unilever should be wary of itspast achievements of
revolutionising a new type of product very successfully in theTaiwanese
market. Despite successfully facing domestic competitors in the
overcrowdediced-tea market, it might want to review its marketing policy to
be better prepared to face asmall but unpredictable competitor. Both
companies can look forward to competition in anencouraging and growing market
with demand expected to rise steadily in the immediate longrun.
5. RECOMMENDATIONS
The following lists the recommendations for Lipton and Pepsi with regard to:
i) Market coverage strategy: As Lipton and Pepsi are already well established
across severalsegments, they should use an undifferentiated marketing
strategy spanning the entire market.As the number of competitors exploiting
the demands of each segment increases, it isessential to remain clearly ahead
in the consumer’s mind. This can be achieved by increasingvisibility across
other segments such as tourist places. Pepsi’s wide distribution networkwhich
already makes Pepsi cola widely available should give Lipton iced-teas the
same levelof importance, and on the grounds of both Lipton’s and Pepsi’s
reputation, demand fromretailers appropriate type of shelf space, for example
at the eye level of the consumer. This isbecause iced-teas are increasingly
becoming ‘impulse’ goods as their demand increases. Thisimplies that
consumers postpone their decision making process until they are about to buy
theproduct. In such cases, the first popular product they see that is neatly
shelved would mostoften create a want for that product itself shutting out
all other influential input.

7. ii) Brand positioning of Lipton iced-teas: As more segments are targeted, the
product shouldoffer greater flexibility and choice to cater to a wide range
within each segment. For example,it could offer different types of packaging,
and in different quantity (volume) with differentprices. This could give
students amongst others an advantage in choosing the same product ata lower
price on a regular basis.
iii) Brand positioning of Brooke Bond canned teas: Brooke Bond canned teas,
boasting of arevolutionary new concept of ready to drink hot tea in a can,
should position themselves asbeing a natural extension to the company’s
policy of providing convenience and greaterchoice to the consumer. Being the
first to develop and perhaps patent this technology, it couldcharge higher
prices, as it is an upmarket product. However, as it requires the use of
heatingcabinets, it cannot be widely accessible outdoors.It is essential to
note that the two brands are marketed separately even though some of
theirtarget groups of consumers may overlap, as many people are unaware that
these brandsbelong to the same company, Unilever.
The following lists recommendations for Shin Shii with regard to:
i) Market entry strategy: Shin Shii’s entry into the Western market with Kai
Shii wouldrevolve largely around two major concerns. Firstly, the choice of a
distribution network isimportant. It has to find similar partners who share
and trust the company’s objectives, andcapabilities in delivering a quality
product that will be successful. This is especially importantas stock
returning without being sold burdens the distributor with extra costs and
limit itsoperations elsewhere. Secondly, unlike Taiwan, where it was a market
leader, in America, itshould not initially place its products on the shelf
alongside Lipton as it will be simplyignored due to zero brand recognition.
Shin Shii should instead target places like cinemas,amusement parks etc in
pilot schemes where potential consumers are more likely to try outnew
products. This would give it an indicator of the public response and as
demand increases,an appropriate platform will emerge for Shin Shii to
negotiate shelf-space with larger retailersto enable it to sell more widely
in supermarket chains.
ii) Brand positioning of Kai Shii: Before it enters the American market, it
needs to rename itsproduct to allow the brand to be retained in an average
American consumer’s mind. Thecultural gulf between Taiwan and America is too
crucial to be ignored. Next, Kai Shii’s priceshould be lower than that of
Lipton’s iced teas to provide an incentive for consumers to try analternate
product at a lower price unless it is able to distinctively gauge a
competitiveadvantage in product quality or a unique and thus popular taste
liking amongst consumersduring trial periods. In that case, it may charge a
premium on the grounds of superiority andpopularity. It may also directly
attack Lipton’s flaws or old-fashioned image in its advertisingcampaigns.
Increased revenue as a result of higher prices than that of its competitor
couldensure the success and sustainability of these campaigns.
Q1: According to the given case give your comment on following statements
Brand loyalty – “Consumers turn blind eye to bad brand values”

8. Q2: Do PEST (Political, Economical. Social & Technological) analysis of the
given case.
Q3: Focus on market entry strategy & Brand positioning strategy of both the
competitors in Indian market .If you are Brand manager of Lipton give your
opinion how to establish and increase its market share keeping in mind the
Indian market.
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MCQ’s
Question: 1
What is the name given to the brand which are lisenced by the manufacturers?
A: National Brand
B: Private Brand
C: Co-branding
D: Licensed brand
Question: 2
…………………refers to a brands objective (functional) attributes in relation to
other brands.
A: Brand position
B: Product position
C: Brand relationship
D: Both a and b
Question: 3
Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band aid and Ujala
are the examples of………..
A: Descriptive Brand Name
B: Suggestive brand name
C: Free Standing brand name
D: None of the above
Question: 4
What is the process of extending an existing brand name to new forms, colors,
sizes, ingredients, or flavors of an existing product category?
A: Line extension
B: Brand extension
C: Multibrands
D: New brand
Question: 5
From the consumers perspective the model segment non-user of the brand is
divided into 4 groups based on the openness to try, among the following
whoare the people whose prefrence lies in their current brand, although not
strongly?
A: Strongly Unavailable
B: Weakly unavailable

9. C: Available
D: Ambivalent
Question: 6
The modern discipline of brand management is considered to have been started
by which famous company?
A: Coca-Cola
B: Unilever
C: Procter & Gamble
D: Toyota
Question: 7
In ancient times the branding of animals was done in which country?
A: Egypt
B: U.S.A.
C: Zaire
D: Canada
Question: 8
Which of the following company was not in the Interbrand's 2012 top 10 global
brands list?
A: Samsung
B: Intel
C: Toyota
D: Procter & Gamble
Question: 9
Which companies entry into the Chinese market resulted in their brand being
translated as 'bite the wax tadpole'?
A: Pepsico
B: Apple
C: Coca-cola
D: Cadbury
Question: 10
What is the process in which the company tries to reduce the number of brands
in the market?
A: Brand customizing
B: Brand rationalizing
C: Brand dropping
D: Brand Slashing
Question: 11
Which U.S. brand is not among the top 10 brands of Interbrand's 2012 list?
A: GE
B: IBM
C: Microsoft
D: American Express
Question: 12

10. Which of the following is not among the 4 steps of brand building?
A: Brand identity
B: Brand response
C: Brand positioning
D: Brand relationship
Question: 13
From the manufacturer's perspective the model segment user of the brand is
divided into 4 groups based on the strenght of commitment, among the
following who is more likely to switch the brands?
A: Average
B: Shallow
C: Convertible
D: Entrenched
Question: 14
What is the process of introducing the new product category with a new brand?
A: Line extension
B: Brand extension
C: Multibrands
D: New brand
Question: 15
What is the name given to the brand created and owned by a reseller of a
product or service?
A: National Brand
B: Private Brand
C: Co-branding
D: Licensed brand
Question: 16
Nike has the distinctive "swoosh" logo, the "Just Do It" slogan, and the
"Nike" name based on a mythological goddess. These items are called……....
A: brand equities
B: brand identities
C: brand resonance
D: brand elements
Question: 17
The purpose of the ……….. is to provide a current, comprehensive profile of
how all the products and services sold by a company are marketed and branded.
A: brand audit
B: brand tracking study
C: brand inventory
D: brand analysis
Question: 18
A ……... typically employs quantitative measures to provide marketers with
current information as to how their brands and marketing programs are
performing on the basis of a number of key dimensions.
A: brand audit

11. B: brand tracking study
C: brand exploratory research
D: brand analysis
Question: 19
From the consumers perspective the model segment non-user of the brand is
divided into 4 groups based on the openness to try, among the following who
prefer other brands but have not switched yet?
A: Strongly Unavailable
B: Weakly unavailable
C: Available
D: Ambivalent
Question: 20
Which of the following is not among the 5 B's of customer perspective?
A: Brand
B: Beauty
C: Belief
D: Backing
Question: 21
Which of the following is not among the 5 B's of producer perspective?
A: Bridge
B: Briliant
C: Brave
D: Background
Question: 22
Which is not an example of Positioning by usage occasion and time of use?
A: Listerine – night time rinse
B: Nescafe – Great start to the morning
C: NIIT (Inspired……life begins at NIIT)
D: Domino’s (When families are having fun)
Question: 23
……….. Is measures the degree to which a brand is seen as different from
others.
A: Relevance
B: Differentiation
C: Esteem
D: Knowledge
Question: 24
……….. measures the breadth of a brand's appeal.
A: Relevance
B: Differentiation
C: Esteem
D: Knowledge
Question: 25

12. Burton, a maker of snowboards, is introducing a new snowboard called "The
Dominator." This snowboard will be associated and identified with top
professional riders. What marketing strategy is Burton using?
A: building brand image
B: leveraging secondary association
C: positioning the product
D: targeting a submarket
Question: 26
A clothing marketer is planning to launch an existing brand name into a new
product category. Which brand development strategy is being implemented?
A: rebranding
B: brand extension
C: line extension
D: private brand
Question: 27
A key element in a company's relationship with consumers, a ________
represents consumers' perceptions and feelings about a product and its
performance.
A: product experience
B: product line
C: brand
D: product attribute
Question: 28
From the consumers perspective the model segment non-user of the brand is
divided into 4 groups based on the openness to try, among the following who
are as attractd to other brands as their current choice?
A: Strongly Unavailable
B: Weakly unavailable
C: Available
D: Ambivalent
Question: 29
All products marketed by Heinz carry the brand name 'Heinz'. This is an
example of ………....
A: individual names
B: blanket family names
C: separate family name for all products
D: none of the above
Question: 30
A ………. brand may be kept around despite dwindling sales because they still
manage to hold on to a sufficient number of customers and maintain
profitability with little or no marketing support.
A: flanker
B: cash cow
C: hound dog
D: question mark

13. Question: 31
Honda uses the company name to cover different products such as automobiles,
motorcycles, snowblowers, and snowmobiles. This is an example of a ……....
A: sub-brand
B: parent brand
C: line extension
D: category extension
Question: 32
Nivea, a strong European brand, has expanded its scope from a skin-cream
brand to a skin-care and personal-care brand through carefully designed and
implemented brand extensions. This is an example of ……...
A: brand valuation
B: brand management
C: brand enhancements
D: brand reinforcement
Question: 33
Advertising campaigns can help to create name recognition, brand knowledge,
and maybe even some brand preference. However, brands are not maintained by
advertising but by the ________.
A: market experience
B: brand experience
C: product mix
D: word-of-mouth elements
Question: 34
An increasing number of retailers and wholesalers have created their own
________, also called store brands.
A: unsought products
B: speciality products
C: private brands
D: Shopping products
Question: 35
Which of the following is an advantage offered by co-branding?
A: Manufacturers do not have to invest in creating their own brand names
B: Brand equity is stabilized
C: A company can expand its existing brand into a category it otherwise might
have difficulty entering alone
D: Retailers have exclusive products that cannot be purchased from competitors
Question: 36
From the manufacturer's perspective the model segment user of the brand is
divided into 4 groups based on the strenght of commitment, among the
following who are happy with their choice and will continue with it in the
future?
A: Average
B: Shallow
C: Convertible
D: Entrenched

14. Question: 37
…………………includes all that is linked up in memory about the brand. It could be
specific to attributes , features, benefits or looks of brand.
A: Brand attitude
B: Brand association
C: Brand relationship
D: Brand image
Question: 38
…………………..includes two visual signals of a brand – its character (e.g. Amul
girl, Pillsbury doughboy) and its logo. Both are elements of brand identity.
A: Brand attitude
B: Brand symbol
C: Brand positioning
D: Brand image
Question: 39
.………………….can be thought of as a perceptual map of in which like products of
the same company (say, toothpaste) are positioned very close to one another
and compete more with one another than with brands of other companies.
A: Brand Comparison
B: Cannibalization
C: Positioning
D: Brand Associations
Question: 40
A marketer need to understand that some ‘general traits’ of a brand name are:
A: Easy to recognize
B: Easy to pronounce
C: Easy to memorize or recall
D: All of the above
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