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Marketing Management
Case Studies
CASE STUDY (20 Marks)
The changing attitudes of consumers
towards healthier lifestyles and the subsequent decline in the CSD consumption
during the 1990s led the soft drinks manufacturers to push noncarbonated
beverages too. Not to be left behind, over a century old beverage maker
Coca-Cola Inc., having the world’s most ubiquitous brand ‘Coca-Cola’ began to
concentrate on the noncarbonated beverages segment since the end of 1990s. It
began offering a diversified range of products like coffee, tea, health drinks,
sport drinks, juices, bottled water etc., under various brand names. Even
though Coca-Cola has a strong brand name, it has not extended the ‘Coca-Cola’
brand to its nonabrogated beverages and is promoting these beverages under
different brand names. This case facilitates discussion on whether it is the
right move for Coca-Cola to adopt a multibranding strategy while holding one of
the world’s strongest brands.
Answer the following question.
Q1. Discuss Coke’s product
diversification strategy.
Q2. Describe the rationale behind
Coke’s multibranding strategy and its probable pros and cons.
CASE STUDY (20 Marks)
In 2006, 46 year old Barbie – the
largest and the most popular doll in the world is struggling through a midlife
crisis. The Barbie brand accounts for almost one third of Mattel's $5.2 billion
annual revenue. The Barbie doll has dominated the global toy market for more
than 40 years. But in recent years, its status as queen of the toy cupboard is
under threat. Mattel's financial results highlighted her plight with the gross
worldwide sales of Barbie falling by 13 % in the second quarter of 2006. Little
girls no longer view her as cool and trendy. Mattel decided to reinvigorate the
Barbie brand, focusing on core markets, aligning more effectively with growing
retail customers by entering into closer partnerships with them, investing in
developing markets, and growing alternative sales channels. Mattel has decided
to concentrate on three aspects – product, brand building and distribution
channel. It has extended Barbie to animation movies, launched interactive web
sites, and developed new products to appeal to teens and preteens. The case
discusses the challenges faced by Barbie; it traces the initiatives taken by
Mattel over the years to extend Barbie's product life cycle; and debates over
Mattel's current strategy for Barbie.
Answer the following question.
Q1. Discuss the challenges faced by
Barbie in maintaining its brand image.
CASE STUDY (20 Marks)
In June 2002, the Information and
Broadcasting (I&B) Ministry of India ordered leading television (TV)
broadcasters to ban the telecast of two surrogate ads of liquor brands,
McDowell's No. 1 and Gilbey's Green Label. The Ministry also put some other
brands Smirnoff Vodka, Hayward's 5000, Royal Challenge Whiskey and Kingfisher
beer on a 'watch list.' The surrogates used by these advertisements ranged from
audiocassettes, CDs and perfumes to golf accessories and mineral water. By
August 2002,the I&B Ministry had
banned 12 advertisements. Leading satellite TV channels, including Zee, Sony,
STAR and Aaj Tak were issued showcause notices asking them to explain their
reason for carrying surrogate liquor advertisements. The channels were asked to
adhere strictly to the Cable Television Regulation Act 1995 (Cable TV Act,
1995).2As a result, Zee and STAR stopped telecasting the advertisements; Aaj
Tak and Sony soon followed suit. In addition, the I&B Ministry hired a
private monitoring agency to keep a watch on all advertisements for violations
of the Act. These developments led to heated debates over the issue of
surrogate advertising by liquor companies. Though the liquor companies involved
protested strongly against the I&B Ministry's decision, they had no choice,
but to comply with the regulations. Analysts remarked that the government's
policy was hypocritical. One said, "On the one hand they allow these
'socially bad' products to be manufactured and sold (in order to garner
revenues) and then they deny the manufacturers the right to propagate knowledge
of their products in order to drive sales. If something is bad and cannot be
advertised, why allow it to be sold at all?" Meanwhile, the government
also seemed to be in dilemma. On the one hand, it had to encourage the sales of
liquor and tobacco because they were the highest taxed sectors of the Indian
economy. On the other hand, there was also the need to take the high moral
ground and reduce the consumption of such products.
Answer the following question.
Q1. Give an overview of the case.
Q2. Why the government was in dilemma
for banning the liquor advertisements?
CASE STUDY (20 Marks)
The changing attitudes of consumers
towards healthier lifestyles and the subsequent decline in the CSD consumption
during the 1990s led the soft drinks manufacturers to push noncarbonated
beverages too. Not to be left behind, over a century old beverage maker
Coca-Cola Inc., having the world’s most ubiquitous brand ‘Coca-Cola’ began to
concentrate on the noncarbonated beverages segment since the end of 1990s. It
began offering a diversified range of products like coffee, tea, health drinks,
sport drinks, juices, bottled water etc., under various brand names. Even
though Coca-Cola has a strong brand name, it has not extended the ‘Coca-Cola’
brand to its noncarbonated beverages and is promoting these beverages under
different brand names. This case facilitates discussion on whether it is the
right move for Coca-Cola to adopt a multibranding strategy while holding one of
the world’s strongest brands.
Answer the following question.
Q1. Analyze Coke’s continuous brand
building efforts in the carbonated beverages Segment
Q2. Discuss the challenges faced by
Coke in the carbonated beverages segment.
Assignment Solutions, Case study Answer sheets
Project Report and Thesis contact
ARAVIND – 09901366442 – 09902787224
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