SEMESTER FALL 2011
Brand Management (MKT624)
Assignment No. 1
Due Date: Marks: 15
“Zeal Foods Limited” has been successfully dealing in the dairy sector in Pakistan for years and is
regarded as one of the best dairy brands as it is committed to offer nothing but the best food solutions
for the customers’ health and wellness. Being a customer oriented company and inspired by the
thought that juices play an important role in the functioning of our body, have many associated
benefits, and help you achieve the desired healthy way of life, it has entered the beverages line with
the launch of juices named “Tropical” and “Fruitty”. It has followed the brand proliferation for
managing the beverages line of its juices. For dairy products, it is using the same brand name for
whole line. It could have used the same brand name for beverages line to capitalize on the existing
brand worth rather than using different brand names for each addition in the beverage category.
1. Evaluate whether the decision is right or not? Give logical reasons.
2. Suggest two challenges that are associated with brand proliferation and how Zeal Foods
Limited can cope up with those challenges?
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See the attached file for MKT524 Assignment#01 Solution fall 2011