MS 63 IGNOU MBA Assignments Jan – June 2014

1. (a) Distinguish between shopping and specialty goods giving suitable examples.
(b) Explain the various components of ‘product mix’ taking the example of any FMCG company.

2. (a) Explain the various interpretations of the term ‘new product’ giving suitable examples.
(b) You are a product manager in a company manufacturing fruit juices. Discuss the methods you can use for generating new product ideas for the company.

3. (a) Discuss the importance of packaging for a marketer of consumer goods.
(b) What social aspects would you keep in mind while deciding your packaging strategy?

4. (a) What do you understand by the term ‘product positioning’? Explain the alternative basis of positioning that you can apply for a toothpaste.
(b) Explain the objectives of test marketing.

5. (a) Briefly explain the concept of Product Life Cycle (PLC). Do all products go through the classical bell shaped PLC?
(b) Explain how a company’s marketing strategy would vary depending on the different stages of PLC.

6. Discuss the strategic relevance of branding for marketers.

7. Explain the BCG Matrix. What advice would you give to the chief executive who has chosen to rely solely on BCG Matrix for managing product portfolio?

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