The document contains questions for case study analyses on several brands:
1) Himalaya Herbal, an oral care brand, addressing consumer involvement levels and brand perceptions.
2) Super Shampoo, evaluating three shampoo brands' cognitive, affective and conative beliefs and how advertising matches these.
3) JSW Shoppe, on a steel company's transition to a franchise retail model, challenges faced and marketing initiatives.
4) Infosys, on the IT outsourcing market, India's role, Infosys' growth and business models, and developing a global brand.
5) Centuryply, on branding strategies for a plywood company and integrating branding with other marketing mixes.
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questions for branding cases-Himalaya herba- Super shampoo- JSW- Infosys-centuryply-reebok.docx
The document contains questions for case study analyses on several brands:
1) Himalaya Herbal, an oral care brand, addressing consumer involvement levels and brand perceptions.
2) Super Shampoo, evaluating three shampoo brands' cognitive, affective and conative beliefs and how advertising matches these.
3) JSW Shoppe, on a steel company's transition to a franchise retail model, challenges faced and marketing initiatives.
4) Infosys, on the IT outsourcing market, India's role, Infosys' growth and business models, and developing a global brand.
5) Centuryply, on branding strategies for a plywood company and integrating branding with other marketing mixes.
The document contains questions for case study analyses on several brands:
1) Himalaya Herbal, an oral care brand, addressing consumer involvement levels and brand perceptions.
2) Super Shampoo, evaluating three shampoo brands' cognitive, affective and conative beliefs and how advertising matches these.
3) JSW Shoppe, on a steel company's transition to a franchise retail model, challenges faced and marketing initiatives.
4) Infosys, on the IT outsourcing market, India's role, Infosys' growth and business models, and developing a global brand.
5) Centuryply, on branding strategies for a plywood company and integrating branding with other marketing mixes.
Himalaya Herbal- Questions for Himalaya Herbal case study:
1.What are the major findings about the involvement levels of consumers in the oral care category that can be understood from the participants responses regarding their habits and practices with respect to the category?
2.How many respondents (in percentage) exhibit high and low/medium involvement with regard to the oral care category, and express high/low cognitive and affective associations with regard to each of the brands ? How are the involvement levels associated with each of the brands? 3.How does low category involvement affect brand attitude? Explain the inconsistency in those instances where brand attitude overwhelms category involvement.
4.How many consumers expressed consistency between the strength of their cognitive beliefs and the strength of their affective beliefs associated with their respective brand choices? How can any inconsistencies in the same be explained? 5.Taking into account the category-level and segment-level analyses, what kind of implications are relevant at the segment level (for each segment)? How do consumer beliefs relate to the positioning of brands in each segment? 6.What kind of recommendations would you provide for the Himalaya brand after taking into consideration the responses to questions 1-5? 7.What should the positioning dimensions of Himalaya be, and how can it be differentiated? How can Himalaya create an attitude towards its ads/brand to convey its differentiated proposition?
Super Shampoo Case- The questions of Super Shampoo are as follows:
1. What are the category beliefs among the non-users of shampoo? 2. What are the cognitive beliefs on the three brands of shampoos? (What are those advertising elements that match with the cognitive beliefs?) 3. What are the affective aspects reflected by advertisements of the three brands of shampoos? (What are those advertising elements that match with the affective aspects?) 4. Are there differences between the cognitive and affective beliefs reflected by the respondents based on their exposure to the ads of the three brands? Why are these differences being observed? 5. How strong are the conative beliefs of respondents after they are motivated by the cognitive and affective aspects of the three brands? 6. What is the implication of some brands being rated high on conative aspects after consumers are convinced about the respective cognitive and affective aspects of the brand(s)? 7. How does each brand score on the cognitive, affective and conative aspects (each brand can be marked as low, medium or high on each of these components)? 8. How does each brand score on attitude towards the brand? 9. Based on the analysis and the application of concepts, how can a new brand be launched?
JSW Shoppe: 1. a. Differentiate between the previous and new business models and identify the advantages of the new model. b. What does this changeover mean for the Indian steel industrys conventional business model? 2. What are the challenges faced by JSW in implementing and executing the new business model? 3. a. What are the issues and challenges that arose when JSW moved away from a traditional distribution model (dealers) to an organized retailing format of franchising? Also, discuss the organizations response to these concerns and challenges.
b. Identify the execution flaws that gave rise to the concerns for the company.
4. Are the marketing initiatives introduced by JSW sufficient to achieve the desired objectives? What additional measures can be considered both for the short as well as long term?
Infosys:1. Characterize the outsourcing IT market and Indias role in the category. Why is Indian dominance important for Infosys? 2. Describe Infosyss growth, the business models that have sustained that growth and the questions that management needs to address. 3. Analyse the Indian IT industry, the domestic market for IT, IT Enabled Services (ITES) and Business Process Outsourcing (BPO), as well as the Indian value proposition relative to other countries. 4. Describe the changing customer behavior and expectations for IT outsourcing. 5. Describe the product market strategy, the competitive strategy with large global players and the brand architecture of Infosys for positioning. 6. What is the opportunity to develop the Indian domestic market? How do Indian companies compare with Japanese and Taiwanese models for global branding? 7. How can Infosys develop a global brand? Centuryply:1. Are Centuryplys branding initiatives strategically matched with the branding practices of the plywood industry? 2. Is there harmony between the brand identity created by CPIL and the existing brand image in the market? 3. Are Centuryplys branding initiatives appropriately integrated with the companys other marketing mixes? 4. Should Centuryply now focus on the creation of a separate brand identity for plywood, laminates and veneers in place of the current corporate branding strategy? What are the possible ways to do so? Reebok: 1.. Micky Pant can be credited with introducing a novel (at the time) and innovative tool into Reeboks advertising strategy. Viral marketing was at the time only superficially understood. How would you explain this technique to a lay audience? To what extent does it complement or replace traditional media, e.g., television, billboards, direct mail? 2. Evaluate the Terry Tate commercials. Did they increase recognition of Reeboks brand? Was the central message effective? And memorable? Did it generate a sufficient level of positive attitudes towards the brand? 3. Is this type of communication capable of capturing the attention of Generation X consumers? Explain why/why not?