BBA/B.Com Strategic Brand Management Dec 2024

Description

Strategic Brand Management

December 2024 Examination

 

 

 

Q1. ABC Corporation is a multinational company with a diverse brand portfolio that includes consumer goods such as personal care products, food items, and household cleaners. Of late, they have realized that their two personal care brands, “GlowBeauty” and “FreshFace,” are targeting young women with similar skincare products like moisturizers and face washes. The company is concerned that these brands are competing against each other, leading to brand cannibalization and reduced profitability. How should ABC corporation manage the overlap between “GlowBeauty” and “FreshFace” to optimize their brand portfolio and prevent internal competition?  (10 Marks)

Ans 1.

Introduction

In a competitive market, the presence of overlapping brands within a company’s portfolio can often lead to brand cannibalization, where one brand’s success comes at the expense of another within the same company. ABC Corporation, a multinational with an extensive range of consumer goods, has encountered this issue with its personal care brands, “GlowBeauty” and “FreshFace.” Both brands are targeting a similar demographic – young women – with a comparable lineup of skincare products, such as moisturizers and face washes. This overlap has raised concerns about reduced profitability, as the brands are effectively competing against one another, potentially eroding market share and brand equity. Addressing this challenge requires a strategic approach to streamline the brand portfolio, align target markets, and reframe each brand’s unique value

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Q2. A new coffee shop chain, BrewMasters, is entering the market dominated by brands like Starbucks and Costa Coffee. BrewMasters aims to differentiate itself by offering a unique experience centered around artisanal, single-origin coffees sourced directly from small farms. They also plan to create a cozy, rustic atmosphere in their stores, and demonstrate a commitment to sustainability. What brand positioning strategy should BrewMasters adopt to stand out in a competitive market and attract their target audience? (10 Marks)

Ans 2.

Introduction

In an increasingly competitive coffee market dominated by established brands like Starbucks and Costa Coffee, a new entrant like BrewMasters needs a distinctive brand positioning strategy to capture consumer interest and foster brand loyalty. BrewMasters aims to appeal to coffee enthusiasts through a focus on artisanal, single-origin coffees sourced directly from small farms. Additionally, they plan to create a cozy, rustic atmosphere in their stores, highlighting their commitment to sustainability. This unique positioning can resonate well with modern consumers who

 

Q3a.  A global fashion brand, “TrendWear,” has been criticized for its lack of transparency in supply chain practices, particularly concerning the working conditions of factories where its clothes are made. The brand has a large following among young consumers for  their  ethical  and  sustainable  practices.  How  can  TrendWear  address  these concerns and maintain its reputation as an ethical brand? (5 Marks)

Ans 3a.

Introduction

TrendWear, a global fashion brand popular among young, ethically-minded consumers, faces criticism over the lack of transparency in its supply chain practices, particularly concerning factory working conditions. This controversy challenges the brand’s reputation as a socially responsible and sustainable entity, potentially undermining consumer trust. To address these concerns, TrendWear must adopt a proactive approach that demonstrates a genuine commitment to ethical practices. Strengthening transparency and taking concrete actions in its supply chain can help the

 

1. A popular fast-food chain, BurgerBarn, has enjoyed decades of success with its classic burgers and fries. However, with increasing consumer demand for healthier options and rising concerns about obesity, BurgerBarn faces declining sales. How can BurgerBarn manage its brand over time to adapt to these changing consumer preferences? (5 Marks)

Ans 3b.

Introduction

BurgerBarn, a popular fast-food chain known for its classic burgers and fries, faces a decline in sales due to shifting consumer preferences toward healthier food options and growing concerns over obesity. To remain competitive and relevant, BurgerBarn must adapt its brand and menu to align with these evolving consumer expectations. By offering healthier choices, improving transparency, and updating its brand image, BurgerBarn can effectively respond to these challenges and