1. Discuss the factors that make companies pursue product line extensions.
2. Briefly 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?
3. Discuss the importance of packaging for a marketer of consumer goods. What social aspects would you keep in mind while deciding your packaging strategy?
4. Explain the various interpretations of the term ‘new product’. Discuss the need for new products for an organization.
5. Company X has a dominant share in the Indian sauce market and also owns a successful brand in the category. Research showed the company that there was a need for a sauce with a unique taste which could be taken with Indian as well as Western snack foods. The company introduced ‘Tom-Imli’, a tomato sauce with tamarind and tangy spices. The product is targeted at children in the age group of 8-14 years.
a. In this situation, what are the other products which you think
would compete with this new product?
b. Suggest a suitable positioning basis for this new product.
c. Give your comments on the name ‘Tom-Imli’. If you were
asked to suggest an alternate brand name, what would you suggest and
why?