The document discusses the competitive landscape of the watch market, focusing on Titan's branding and pricing strategies. It highlights issues like cannibalization within sub-brands and provides questions for developing a segmentation and positioning plan for the Sonata brand. Additionally, the document includes questions about product management concepts such as product life cycle and market segmentation.

1. Section D
Compulsory Question (10 marks)
Read the case and answer the questions given at the end of the case :
Watches is a category which has stiff competition in the present-day
context. Titan, the market leader, has offerings for various market
segments. Pricing and positioning strategies play an important role in
appealing to the respective target segment. Titan has Insignia, Classique
and Sonata as some of its brands. It also has Fastrack priced between
Rs. 900 and Rs. 1,500. One of the problems facing a watch marketer is
the problem of cannibalisation across price points. Timex introduced
Basics (Rs. 450) at the lowest end. Timex's Vista, Aquara and Lextra
contribute to almost three fourths of Timex's sales.
(These brands start from Rs. 500 onwards). It is very likely that sub-
brands of the brand may cannibalise each other. Titan's Sonata and
Classique ranges have similar designs.
The Sonata range extends from Rs. 400 to over Rs. 1,200.
Questions:
Develop a segmentation and positioning plan for Sonata covering the
following aspects:
a) Market Segmentation
b) Positioning
c) Marketing Mix
Section E
Answer any two (2 x 5 = 10)
1 Distinguish between Market Segmentation and Product
Differentiation. Describe the bases that you will use in
segmenting the market for the following products:
i) Hair dryer ii) Low calorie sweetener.
2 Discuss the various factors on which future of product
management will depend.
3 Product Portfolio concept and its importance for marketers
4 Bases for Product Line Extension.
Roll No
PGDM End Trimester Examination, March; 2018
Batch 2017-19, Term: VI
Code: DM 602 EM
Product Management
Max Marks: 60 Time: 3 Hours
Section A
Attempt any three Questions (3 x 5 = 15)
1. What is Product Management? Define the role of Product
Manager in different Industries.
2. What are three product level as defined by Kotler. Explain them
briefly with example.
3. Explain the various stages of Product life cycle (PLC) and
associated marketing strategies for each stage of PLC.
4. What are the main components of a product plan.
5. What is adoption process and what are various stages in adoption
process?
Section B
Attempt all. Multiple Choice (10 x 0.5 = 5)
1.Which of the product is in the decline stage of PLC?
a) HD TVs
b) Tata Salt
c) I- phone
d) Music CDs
2. Marketing Services agencies include
a) Media Firm (b) Consulting Firm (c) Research Firm (d) All

2. 3.Which of the following is not a tangible dominant?
(a) Detergent (b) Automobiles (c) Investment Mgmt
4. All of the following are different ways a firm can obtain new
products, except which one?
a) By acquiring a whole new company
b) A firm can obtain a new product through patents
c) A firm can obtain a new product by licensing someone
else's new product.
d) A firm can obtain a new product by using the R&D
department of other firms in the same industry.
5. Original products, product improvements, product
modifications, and new brands that a firm develops through
its own research and development efforts are called:
a) new products.
b) concept products.
c) altered products.
d) supplemental products.
6. To create successful new products, a company must
understand consumers, markets, & competitors and:
a) develop a great advertising campaign.
b) have a strong Web site to push the product.
c) adopt a push rather than pull promotional concept.
d) develop products that deliver superior value to consumers.
7. When Pepsi came out with Pepsi Blue and priced it at half
price to attract buyers they were using, Pepsi was using _____
________.
a) Market-skimming pricing
b) Market-penetration pricing
c) New-product pricing
d) Discount pricing
8. _____ is a period of market acceptance and increasing profits.
a) Product development
b) Growth
c) Introduction
d) Maturity
9. _____ begins when the company finds and develops a new-product
idea. During product development, sales are zero and the company’s
investment costs mount.
a) Product development
b) Introduction
c) Growth
d) Maturity
10. The stage in the product life cycle where the strategic focus is on
market penetration and building intensive distribution is the:
a) decline stage.
b) introduction stage.
c) growth stage.
d) maturity stage
Section C
Write Short Notes on five (5 x 4 = 20)
1. New Product demand forecasting.
2. Diffusion of innovation cycle.
3. Product deletion
4. Product portfolio model.
5. Network marketing
6. Service guarantees
7. Customer relation
8. Organizing product team