Product And Brand Management Pune mba Third Semester

Syllabus

SE MKT- 02 – Product and Brand Management

Unit 1: Product and Branding Decisions

Product Policy and Objectives, Product Mix and Product Line Decisions, Packaging Strategies, the Concept of Branding and Brand Management, Difference between Products and Brands, Brand Positioning and Repositioning Strategies, Brand Equity and Loyalty, Contemporary Brand Management Practices in Indian FMCG, D2C and Luxury Markets. Caselet: Analyze Nykaa’s Approach to Branding and Packaging Innovation Across Product Lines.                           [6+6]

Unit 2: Product Market Evolution, Strategy and Planning

Introduction to New Product Development and Innovation, Models of NPD, Generic Product Development Processes, Strategies for Product Growth—Intensive, Interactive, and Diversification, Portfolio Analysis using BCG Matrix, GE Model, Shell Model, Ad Little Matrix, and Risk-return Analysis. Caselet: Application of BCG Matrix in Analyzing the Product Portfolio of Hindustan Unilever Limited (HUL).                                                                                                                        [6+6]

Unit 3: Product Development and Testing

Idea Generation and Screening Techniques, the Role of R&D and Cross-functional Collaboration, Product Maps and Joint Space Maps, Perceptual Mapping, Preference Segmentation and Market Structure, BRANDAID and Defender Models, Behavioral Learning Curves, Innovation Diffusion and Adoption Models, Product Pre-testing and Test marketing, Time to Market (TTM). Caselet: Xiaomi India’s Approach to TTM and Innovation in the Smartphone Segment.                  [6+6]

Unit 4: Understanding Brands and Building Brand Equity

Essentials and Benefits of Branding, Attributes of Successful Brands, Significance to Consumers and Firms, Selecting Brand Names and Creating Awareness, Types of Brand Associations and Images, Brand Identity and Personality, Sources of Brand Equity, Customer-based Brand Equity, Brand Audit and Tracking Systems, Brand Value Chain, Managing Brand Equity Using Aaker, Keller, and Brand Asset Valuator Models, Licensing, Franchising, and Global Branding Strategies. Caselet: Brand Equity Analysis of Amul using Keller’s CBBE Model.                                                                                                                        [6+6]

Unit 5: Strategic Brand Management

Brand Building and Positioning Strategies, Designing Brand Marketing Programs, Evaluating Brand Performance using KPIs, Branding in Retail and Digital-first Businesses, Role of Private Labels and Co-Branded Ventures, Emerging Trends in Brand Management Such as Sustainability, Purpose-driven Brands, AI in Branding, Brand Extensions and Rebranding, Managing Brand Reputation in the Digital Age. Caselet: How Tata Tea Transformed its Brand Image through the 'Jaago Re' Campaign. [6+6]