1. What do you understand by the term ‘product positioning’? Taking the example of a product of your choice explain how perceptual map can be used for product positioning.
2. How would you use the technique of Benefit-structure Analysis to generate new product ideas for electric mosquito repellant?
3. What are the pricing alternatives for a new product? Assume that you are introducing a line of economy range of office shirts, what pricing method would you suggest and why?
4. Brief explain the concept of Product Life Cycle (PLC). Do all products go through the classical bell shaped PLC? Name one category of goods and one category of services you believe are in the introductory stage of their life cycles.
5. Discuss the strategic relevance of branding for marketers.
6. You are a product manager in a FMCG company in charge of the ‘Toothpaste’ category.
a) Suggest alternative basis for positioning of the product.
b) Discuss the function that packaging performs in marketing of toothpaste.
c) In case you want to introduce a new toothpaste in the market, how would you go about test marketing the same?