MS 63 IGNOU MBA Assignments Jan – June 2016

1. Briefly explain the concept of Product Life Cycle (PLC). Do all the products follow the bell shaped curve of PLC? Discuss giving suitable examples.

2. Discuss the various functions performed by packaging in marketing of consumer goods, giving suitable examples.

3. Explain the stages involved in new product development process, giving suitable examples.

4. Taking the example of packaged fruit juice explain the alternative bases available to the marketers for its positioning.

5. Read the case given below and answer the questions given at the end of the case.

Homemade Icecream Ltd:

Homemade Icecream Ltd., manufacturer of ice-cream and frozen yoghurt was founded in 1998. It soon became popular with its innovative flavours, made from fresh milk and cream. The company currently distributes ice-cream, frozen yoghurt and novelty products nationwide, in super-markets, grocery stores, franchised Homemade scoop shops, restaurants and other venues. Homemade’s product strategy is to differentiate its super premium brand from other ice-cream brands. The brand image reflects high quality, uniqueness, and a bit of amusement. For example, ‘Chubby Hubby’ has chunks of chocolate covered peanut butter-filled crisp biscuits in a rich vanilla malt ice-cream. Other names in the company’s line of Ice-Cream include Totally Nuts, Chunky Monkey, Super Fudge Chunk etc. The new product development and flavor naming process are a top priority at Homemade.


(a) Does Homemade use an individual or a family branding strategy? What are the relative advantages and disadvantages of the two strategies?
(b) What are the characteristics of a good brand name? How do you rate Homemade flavor names based on these criteria?
(c) Homemade plans to introduce a sugar free, low fat Ice-Cream targeted at calorie – conscious customers. How should it go about test marketing the same? Suggest a suitable brand name for the new product.

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