Description

Strategic Brand Management

April 2025 Examination

 

 

Q1. Phalada Pure & Sure is an Indian organic food brand that produces a variety of organic food products, including spices, grains, herbs, pulses, and snacks. The company works  with  farmers  to  support  rural  development  and  encourage  organic  farming practices. How can Phalada Pure & Sure position itself effectively in the Indian market to attract health-conscious consumers?  (10 Marks)

Ans 1.

Introduction

The Indian organic food market has witnessed significant growth in recent years, driven by increasing health consciousness, rising disposable incomes, and growing awareness about the harmful effects of pesticides and chemicals in conventional food products. Consumers are actively seeking healthier alternatives, making organic food a lucrative segment for brands like Phalada Pure & Sure. As an established organic food brand, Phalada Pure & Sure has the opportunity to position itself strategically to attract health-conscious consumers who value purity, sustainability, and authenticity in their food choices. By

 

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Q2. Fabindia is an Indian chain store retailing garments, home-decor, furnishings, fabrics and products handmade by craftspeople across rural India. Fabindia plans to introduce a skincare and wellness range. Outline the steps for this brand extension and discuss potential benefits and risks.?   (10 Marks)

Ans 2.

Introduction

Fabindia has established itself as a trusted brand known for its handcrafted textiles, home décor, and ethically sourced products from rural artisans. Its brand identity revolves around traditional craftsmanship, sustainability, and cultural heritage, making it one of India’s most recognizable retail brands. Given the increasing consumer demand for natural and organic skincare products, Fabindia’s decision to enter the skincare and wellness market is a strategic move that aligns well with its brand ethos.

India’s skincare industry is witnessing rapid growth, fueled by rising disposable incomes, greater awareness of skincare benefits, and a preference for natural, chemical-free

 

 

Q3a. Tata Motors wants to position its new electric vehicle (EV) as a leader in the market. Based on Jennifer Aaker’s brand personality scale, which two traits the brand should focus on, and how can these traits be communicated?   (5 Marks)

Ans 3a.

Introduction

As the electric vehicle (EV) market in India grows, Tata Motors aims to establish its new EV as a market leader. Brand personality plays a crucial role in influencing consumer perceptions and emotional connections. According to Jennifer Aaker’s Brand Personality Scale, brands can be characterized using five key traits: sincerity, excitement, competence, sophistication, and ruggedness. For Tata Motors’ EV, the two most relevant traits are competence and excitement. By effectively communicating these traits, Tata Motors can

 

 

1. Top Breads is a local bakery in Sector 18, Noida Uttar Pradesh. Top Breads is facing a decline in customer interest as new bakery chains emerge in the area. How can Top Breads manage its brand over time to maintain its market share? (5 Marks)

Ans 3b.

Introduction

Top Breads, a local bakery in Sector 18, Noida, is facing declining customer interest due to the emergence of new bakery chains. To sustain its market position, the brand must evolve by enhancing its offerings, improving customer experience, and reinforcing its unique brand identity. Effective brand management over time will help Top Breads remain