Postgraduate Diploma in Marketing December 2015 Examination Driving Brands for Results (DBR)

Transcription

1 Postgraduate Diploma in Marketing December 2015 Examination Driving Brands for Results (DBR) Date: 19 December 2015 Time: 0900 Hrs 1200 Hrs Duration: Three (03) Hrs Total marks for this paper is 100 marks. There are two parts in this question paper. All questions in Part One are compulsory. It includes a mini case. Part Two includes 6 Essay Type Questions. Answer 03 questions from this part. Instructions to candidates 1 State your Registration Number on the front cover of the answer book and on each and every additional paper attached to it. Your name must not appear anywhere in the answer book or answer scripts. 2. Always start answering a question on a new page. 3. You are reminded that answers should not be written in pencil or red pen except in drawing diagrams. 4. Answer the questions using: Effective arrangement and presentation Clarity of expression Logical and precise arguments Clear diagrams and examples where appropriate 5. Illegible handwriting and language errors will be penalised.

2 PART ONE Answer all questions Question 01: Case Study VELONA: SEVEN DECADES IN KNITWEAR BRANDING IN SRI LANKA In 1945, just before the independence of Sri Lanka an entrepreneur of Moratuwa, Mr Raskin Fernando started his business with a single knitting machine. Within about a decade from its inception this venture became a household name in Sri Lanka. Established as one of the prime manufacturers of daily use knitwear of the Sri Lankans ranging from male and female undergarments, baby diapers and nappies to many other knitted apparels, Velona started as a backyard sole trade of Moratuwa but now has developed into a group of companies and has established to many other areas of business ranging from garments to silks and printing under its umbrella brand. In early 1980 s at the verge of the open economy, Velona Industries prospered as the single largest garment manufacturing plant in the country. Velona s household familiarity and trust for quality and international standards made it to be one of the most recognized local knitwear brands of the 20 th century in Sri Lanka. Maintaining the family tradition, this business has prospered in the hands of the third generation in recent times. Like most of the well-known legacy brands of Sri Lanka, Velona brand was established during the post Second World War, pre independent Sri Lanka. This era provided fertile environment for growing entrepreneurs who are innovative and capable of catering to the demand created in the country for high quality local products to fill the vacuum created by a low supply of European imports. Velona established themselves in this era as the country s only knitwear and underwear manufacturer with quality similar to imported products. The demand for Velona increased and prospered under the closed and patriotic socio economic environment of the post independent Sri Lanka and gave prime recognition to the brand Velona. But the beginning of 1980 s marked a paradigm shift in Sri Lankan business and marketing. With the introduction of the open economy in 1978, the market was saturated with Page 2 of 5

3 imported goods at very low price. Furthermore, the apparel industry was revolutionized with the free trade zones wherein renowned global brands were made in Sri Lanka. Most of the local manufacturers and entrepreneurs still in infancy, lost the battle. However, Velona faced this challenge in a planned manner. They were partnered with Texvel jerseys, a renowned global manufacture of knitwear and partnered with portfolio of international knitwear brands. Also they successfully vertically integrated their business by establishing a very strong network of retail shops throughout the country. Velona group also entered into the wholesale apparel accessories and clothing business. Apart from the Velona brand they established separate brands for kids clothing, undergarments and fashion wear. In the year 2000 with all this transformation, Velona group established its flagship company Threadworks Private Limited to face the dynamic challenges of the Apparel Industry. Threadworks is currently operating as one of the largest complete solution providers in the country for global apparel industry. Velona brand is completing more than seven decades in Sri Lanka as a prime apparel brand. During this seven decade, they were challenged by both local and global competitors, yet they are able to remain in the market as one of the most trusted, familiar and household brand among many Sri Lankans. Their story of seven decades can be considered as a classic branding example for a brand which has grown with time and adapted to environment changes. Source: Hewawasam, B. a. Conduct a strategic analysis for brand Velona covering the following aspects: i. Internal company analysis ii. External Audit iii. Brand value proposition iv. Brand Identity v. Brand Image (20 Marks) b. Considering the existence of last seven decades and current branding environment propose a suitable repositioning strategy for the Velona brand. (20 Marks) (Total 40 Marks) Page 3 of 5

4 PART TWO This part includes SIX Essay Type Questions Answer THREE questions Question 02 a. Positioning is not in the product, it s in the mind of the consumer. Elaborate on this statement using appropriate brand examples and your knowledge of brand positioning. b. Develop an appropriate brand positioning strategy for newly introduced brand of herbal tea for Sri Lankan health tea market. Question 03 a. Identify a brand of your choice and explain how you measure the brand equity of the selected brand using the model of your choice. b. Using an example of your choice, explain how you use the brand equity source to create a durable/lasting equity for the chosen brand. Question 04 a. Explain the importance of Integrated Marketing Communication (IMC) in brand communication using an appropriate example. b. Advertising became increasingly ineffective as a marketing communication tool in branding. Do you agree with this statement? Justify your answer with appropriate examples and your knowledge of branding. Page 4 of 5

5 Question 05 a. Consumer purchase decision can be influenced completely by branding. Critically analyse this statement using your knowledge of consumer behaviour and branding. b. Using a brand of your choice explain the key factors that influence the brand loyalty of consumers. Question 06 a. Explain the concept of brand chain and describe how you track the various stages of brand chain with examples. b. Selecting a product of your choice and explain how you plan a strategic environment analysis/audit to identify brand opportunities. Question 07 Write short notes on the following with appropriate examples. a. Organization culture and branding. b. Importance of extended marketing mix in service branding. (Total 60 Marks) (Total 100 Marks) -END- Page 5 of 5