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MKT624-Brand Management GDB#2 Spring 2014-Solution and Discussion Due Date 18-07-2014

SEMESTER SPRING, 2014

Brand Management

(MKT 624)

GDB No. 2

Due Date: 18th July, 2014

Marks: 5 marks

Learning Objectives:

The objective of this activity is to make students familiar with the importance of brand portfolio.

Learning Outcomes:

After solving this GDB, students will be able to:

  • Understand the significance of brand portfolio for companies.
  • Reasons why companies prefer large brand portfolio.

CASE:

UNILEVER Pakistan owns multi brand portfolio which consist of home and personal care brands, food and beverages and many more other brands. It sells products under 400 brand names worldwide and two billion people use them on daily basis. Managing brand portfolio is tough job for companies. It requires cost, time and energy but at the same time offer better coverage of the market. Portfolio of brands is a phenomenon which is uncertain but on the other way offers profits to company. (Source: http://www.unilever.pk/our-brands/)

POINT OF DISCUSSION:

In your opinion why UNILEVER Pakistan prefers large brand portfolio inspite of high risk, cost and marketing energies”? Justify your answer with at least five supportive arguments.

Important Instructions/ solution guidelines/ special instructions:

  • Be precise and provide logical reasoning of your solution.
  • Avoid using blogs or coping from any other source as it will be marked as zero (0).
  • Do not copy or exchange your answer with other students.  Two identical / copied comments will be marked Zero (0) and may damage your grade in the course.
  • Obnoxious or ignoble answer should be strictly avoided.
  • USE BLACK AND BLUE FONT COLORS ONLY
  •  Questions / queries related to the content of the GDB, which may be posted by the students on MDB or via e-mail, will not be replied till the due date of GDB is over.

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Replies to This Discussion

I think so its arguments would be...brand image, as people trust on unilever, Brand quantity or quality conscious, economy standardization, technology influence, market niche....its just idea if i am wrong plz tel me..!!

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