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MKT624 GDB No. 2 Solution Fall 2015 Due Date Feb 4, 2016

MKT624 - Brand Management GDB No. 2 Solution Fall 2015 Due Date Feb 4, 2016

Total Marks 5
Starting Date Monday, February 01, 2016
Closing Date Thursday, February 04, 2016
Status Open
Question Title Positioning
Question Description

SEMESTER FALL 2014

BRAND MANAGEMENT (MKT624)

Graded Discussion Board No.2

Due Date: February 4, 2016

Marks: 5                                                    

Topic: Positioning

NOTE: There is no grace period in case of GDB

Learning Objectives:

  • To broaden students’ view regarding positioning concept.
  • To elaborate students with the importance of positioning in this context.

Learning Outcomes:

  • The students will be able to learn regarding brand positioning among the targeted customers.
  • Students will learn to analyze the critical importance of positioning.

Case:

Savlon a commonly known brand was initially owned by the renowned pharmaceutical company named as MNC ICI Ltd, later on ICI's OTC brands were acquired by Johnson & Johnson Pvt (Ltd). Savlon was clinically proven to be a better antiseptic available in Indian market like Dettol, which is now backed by Johnson & Johnson. Savlon has many advantages like better scent and non-stinging properties as compare to Dettol. It was assumed that this brand will make Dettol to run away from Indian market which was considered as market leader, but even after millions of rupees spent over Savlon positioning in Indian market Dettol still rules the category of antiseptic lotions in India.

Clinically Savlon had lot of advantages over Dettol as it is very effective in germ killing as compare to Dettol.  Clinical results show that it does not produce sting while applying on wounds whereas Dettol create a stinging sensation. Even after having all these advantages over Dettol, Savlon could not make business in Indian market and now it captures a very small part of the Indian market. It is a popular brand in the institutional market but in the consumer market, it is a “No-Brand”.

Point of Discussion:

As a student of brand management; how do you think that brand repositioning might help Savlon to drag the attention of Dettol users and increase its market share? Justify your answer.

Student’s Guide

  1. Keep your discussion with the mentioned scenario and irrelevant answers and material will not be graded. 
  2. Be careful from those blogs who are promoting cheating culture among our students and killing their creativity and critical thinking. Answers copied from such blogs will be straightaway marked as zero. Similarly any relevant or irrelevant material copied from internet sources will get the same treatment. It can seriously damage your grades.

Note:

For acquiring the relevant knowledge, do not rely only on handouts but also watch the course video lectures and read additional material available online or in any other mode.

Important Instructions:

  • Your discussion must be based on logical facts.
  • The GDB will open and close on above specified date and time. Please note that no grace day or extra time will be given for posting comments on GDB.
  • Use the font style “Times New Roman” and font size “12”.
  • Your answer should be relevant to the topic i.e. clear and concise.
  • 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.
  • Books, websites and other reading material may be consulted before posting your comments; but copying or reproducing the text from books, websites and other reading materials is strictly prohibited. Such comments will be marked as Zero (0) even if you provide references.
  • You should post your answer on the Graded Discussion Board (GDB), not on the Moderated Discussion Board (MDB). Both will run parallel to each other during the time specified above. Therefore, due care will be needed.
  • Obnoxious or ignoble answer should be strictly avoided.
  • You cannot participate in the discussion after the due date via email.
  • 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.
  • For planning your semester activities in an organized manner, you are advised to view schedule of upcoming Assignments, Quizzes and GDBs in the overview tab of the course website on VU-LMS.

Note related to load shedding: Please be proactive

Dear Students!

As you know that Post Mid-Term semester activities have started and load shedding problem is also prevailing in our country. Keeping in view the fact, you all are advised to post your activities as early as possible without waiting for the due date. For your convenience; activity schedule has already been uploaded on VULMS for the current semester, therefore no excuse will be entertained after due date of assignments, quizzes or GDBs.

 

Good Luck

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