Lovely Professional University,Punjab

Format For Instruction Plan [for Courses with Lectures and Tutorials ]

Course No. MGT532 Course Title: PRODUCT AND BRAND MANAGEMENT L: 3 T: 1 P: 0 Cr: 4

Course Planner :- 13437 :: Anju Saini

TextBook

1. Donald Lehmann, Product Management, Tata McGraw Hill, New Delhi, Fourth edition
2. Keller Kevin Lane, Strategic Brand Management: Building, Measuring and Managing Brand Equity, PHI, New Delhi, 2008

Other Specific Books

3. Kelvin Lane Keller,Best practices cases in Branding ,PHI publication,2008
4. Mathur U C,Brand management Text and cases,Macmillan India Ltd,2006

Other Readings

Sr. No. Jouranls atricles as compulsary readings (specific articles, Complete reference)

5 Paniel P Amos,Aflacs CEO explains how he feel for the duck,HBR,vol 5,no 1,Jan-Feb 2010,p119-122

6 Bart Becht,Building a company without borders,HBR,vol 5,no 4,April 2010,p97-100

7 Marco Bretini and Luc Wathieu,How to stop customers from fixating on price,HBR,vol 5,no 5,May 2010,p69-75

8 P Stanley,Dancing with the stars,proquest,Adweek Mar 8,2010;51,10;ABI/INFORM Global p11-12

9 Eric Zeitoun,Stages of grief,proquest,www.brandpackaging.com,Feb2010,p24-28

10 Ron sellers,Top of mind,proquest,Brandweek,May3 ,2010;51,18;ABI/INFORM Global,p54

11 Jan Brassem,Money matters,proquest,National jewelers,Jul 2008;102,8;ABI/INFORM, Trade and industry,P4

12 Rebranding Ericsson in India,IUP case folio,vol10,no4,Apr 2010p-7

Relevant Websites

Sr. No. Web adress (only if relevant to the courses) Salient Features

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 13 www.proquest.in relevant articles about management

14 www.emeraldinsight.com Articles & Papers on Marketing-With special focus on Contemporary

Issues
15 www.economictimes.com Special Issue on Brand Equity

Detailed Plan For Lectures

Pedagogical tool
Chapters/Sections of
Homework to be Demonstration/case
Week No. Lecture No. Topic Textbook/other
Assigned to students study/images/anmation
reference
ctc. planned

Part 1
Week 1 Lecture 1 Introduction to Product &Product Related Concepts Book :1,ch-1/p1-12

Lecture 2 Product Management & Scope Book :1,ch-1/p12-16

Lecture 3 Marketing Organization & types Book :1,ch-1/p17-21

Week 2 Lecture 4 Marketing Planning:Components of Marketing Plan Book :1,ch-2

Lecture 5 Defining the Competitive Set:Levels of Market Competition Book :1,ch-3/p49-49-61 HomeWork 1 Allocation

Lecture 6 Methods for Determining Competitors Book :1,ch-3/p61-71 Term Paper 1 Allocation

Week 3 Lecture 7 Category Attractiveness Analysis: Aggregate Market Book :1,ch-4 Energy Bar :Category
Factors, Category Factors, attractiveness summary
Environmental Analysis Book-1,p 93

Lecture 8 Competitor analysis:sources of information Book :1,ch-5/p102-113

Lecture 9 Assesing competitors current objectives and strategies Book :1,ch-5/p113-122

Week 4 Lecture 10 Differential advantage analysis Book :1,ch-5/p122-137 HomeWork 1 Energy BarDifferential
Submission competitor analysis
Book-1,p 131
Part 2
Week 4 Lecture 11 Customer Analysis : Purpose,Segmentation Criteria Book :1,ch-6 HomeWork 2 Allocation

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Part 2
Week 4 Lecture 12 Market Potential & Sales Forecasting, Methods of estimating Market Book :1,ch-7
& Sales Potential

Week 5 Lecture 13 Market Potential & Sales Forecasting, Methods of estimating Market Book :1,ch-7
& Sales Potential
Lecture 14 Developing Product Strategies Book :1,ch-8/p226-248

Lecture 15 Product Strategies Over the Life Cycle Book :1,ch-8/p249-253 Ref-11,
Case: Managing product
over PLC-case of
Scissors

Week 6 Lecture 16 Managing New Products,Product modifications Book :1,ch-9 Quiz 1 Case:Identifying
Consumer views and
product needs
Lecture 17 Line Extension & Brand Extension Book :1,ch-9 HomeWork 2 Case:Kelvin Lane
Submission Keller,Best practices
cases in Branding,ed
2008,p223
Lecture 18 Brands & Brand Management Book :2,ch-1/p23-51 Case:The Coco
Cola-Honest tea deal,IUP
Case folio,Jan2010,Vol-X

Week 7 Lecture 19 Branding Challenges & opportunities Book :2,ch-1/p52-58 Ref-7

Lecture 20 Concept of Brand Equity Book :2,ch-1/p59 Ref-5

Case:Red Bull-Building
brand equity,Kelvin Lane
Keller,Best practices
cases in Branding,ed
2008,p73
Lecture 21 Doubt clearing session

MID-TERM
Part 3
Week 8 Lecture 22 Strategic Brand Management Process : Introduction & phases Book :2,ch-1/p60-63 HomeWork 3 Allocation

Lecture 23 Identifying & Establishing Brand Positioning : Building A Strong Book :2,ch-2/p73-100 case:The Oberoi
Brand group,IUP Case
folio,Jan2010,vol X

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Part 3
Week 8 Lecture 24 Positioning Guidelines Book :2,ch-3 Ref-6

Week 9 Lecture 25 Positioning Guidelines Book :2,ch-3 case:Accenture,Kelvin

Lane Keller,Best practices
cases in Branding,ed
2008,p353
Lecture 26 Planning & ImplementinG Brand Marketing programs: Book :2,ch-4
Criteria for Choosing Brand Elements
Lecture 27 Options & tactics for Brand elements Book :2,ch-4 HomeWork 3 case:Open source
Submission innovation at Mozilla,
IUP case folio
,Jun2010,volX

Week 10 Lecture 28 Options & tactics for Brand elements Book :2,ch-4 HomeWork 4 Allocation Ref-12

Lecture 29 Use of IMC for Brand Building Book :2,ch-6 Ref-10

Case:Volkswagen
marketing strategy,IUP
case folio,jan2010 volX
No. 10
Part 4
Week 10 Lecture 30 Use of IMC for Brand Building Book :2,ch-6

Week 11 Lecture 31 Leveraging Secondary Brand Associations to Brand building Book :2,ch-7 Term Paper 1 Ref-8
Submission

Lecture 32 Measuring & Interpreting Brand Performance Book :2,ch-8/p337-354

Lecture 33 Developing A Brand Equity Management Book :2,ch-8/p355 HomeWork 4 case:Yahoo,Kelvin Lane
Submission Keller,Best practices
cases in Branding,ed 2008

Week 12 Lecture 34 Measuring Sources of Brand Equity Book :2,ch-9 Quiz 2

Lecture 35 Outcome of Brand Equity Book :2,ch-10

Lecture 36 Growing and sustaining brand equity:Designing & Implementing Book :2,ch-11
Branding Strategies

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Part 4
Week 13 Lecture 37 Managing Brands Over Time Book :2,ch-12 Ref-9
Case:Snapple-Revitalizing
a brand,Kelvin Lane
Keller,Best practices
cases in Branding,ed
2008,p329
Lecture 38 Managing Brands Over Time Book :2,ch-12

Lecture 39 Doubt clearing session

Spill Over
Week 14 Lecture 40 Extension lecture on Branding strategies Book :2,ch-11

Lecture 41 Managing global brands Book :2,ch-14/p625

Lecture 42 Future brand priorities Book :2,ch-15/p688

Week 15 Lecture 43 Doubt clearing session

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 Details of homework and case studies plan
Nature of homework
Homework No. Topic of the Homework (group/individuals/field work

Homework 1 Bring out the product strategy implications after studying competition levels of a particular Individual
product or service.Students can refer various methods of determining competition as given in text
book-1

Homework 2 Do a detailed customer analysis as per the standard format given in text book-1 Individual

Homework 3 Case based test: Students will be given 10 cases.Student will have to submit written analyses of Individual
each case not more than one page each (5 marks ). It would be followed by a class test(10 marks)
attempting 2 questions of 5 marks each.Some suggestive cases Old spice,Gillete,Nirlep,Honey
hotel from UC Mathur Reference book.

Homework 4 Evaluative case based presentations .Some suggestive cases-Got milk,General Group
electricals,Starbucks from Reference book Keller.
*Normally all the homeworks shall be submitted online but in special courses where homeworks cannot be submited online , the insructor can edit the mode of submission while
entering the IP Details

Scheme for CA:out of 100*

Component Frequency Out of (If any) Marks for each Total Marks

Homework 3 4 15 45

Quiz 2 15 30

Term Paper 1 25 25

Total :- 100

* In ENG courses wherever the total exceeds 100, consider x best out of y components of CA, as explained in teacher's guide available on the UMS

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 List of suggested topics for term paper[at least 15] (Student to spend about 15 hrs on any one specified term paper)
Sr. No. Topic
1 Marketing Plan covering components as Executive summary,situation analysis,marketing objectives
,marketing strategies,supporting marketing programs relating to marketing mix and summaryand for Re-launch
of - Moti soap
2 Marketing Plan covering components as Executive summary,situation analysis,marketing objectives ,marketing
strategies,supporting marketing programs relating to marketing mix and summaryand for Re-launch of - Texla
3 Marketing Plan covering components as Executive summary,situation analysis,marketing objectives ,marketing
strategies,supporting marketing programs relating to marketing mix and summaryand for Re-launch of - Kinetic
Honda
4 Marketing Plan covering components as Executive summary,situation analysis,marketing objectives ,marketing
strategies,supporting marketing programs relating to marketing mix and summaryand for Re-launch of
-Dyanora
5 Brand extension opportunities and exploration including marketing program and its effect on parent brand
equity -of Garnier
6 Brand extension opportunities and exploration including marketing program and its effect on parent brand
equity -of Godrej
7 Brand extension opportunities and exploration including marketing program and its effect on parent brand
equity -of Ponds
8 Brand extension opportunities and exploration including marketing program and its effect on parent brand
equity -of Nivea
9 Competitor analysis focusing on Product feature matrix,assessing competitors current objectives and
strategies,differential advantage analysis and predicting future strategies of competitor of- Coco-Cola
10 Competitor analysis focusing on Product feature matrix,assessing competitors current objectives and
strategies,differential advantage analysis and predicting future strategies of competitor of- Procter and
Gamble
11 Competitor analysis focusing on Product feature matrix,assessing competitors current objectives and
strategies,differential advantage analysis and predicting future strategies of competitor of- Vodafone
12 Prepare IMC program focusing on challenges in designing Brand building communication,Criteria for IMC
program and evaluating various communication options such as advertising,promotion,sponsorship,public
relation,publicity and personal selling with for Lux soap
13 Prepare IMC program focusing on challenges in designing Brand building communication,Criteria for IMC
program and evaluating various communication options such as advertising,promotion,sponsorship,public
relation,publicity and personal selling with for Amul lassi
14 Do Category attractiveness analysis(market ,category and environmental analysis), Customer analysis (
who,what,where and how customers buy), and Competitor analysis(Product feature matrix,assessing
competitors current objectives and strategies,differential advantage analysis and predicting future strategies
)of a Nestle chocolates
15 Do Category attractiveness analysis(market ,category and environmental analysis), Customer analysis (
who,what,where and how customers buy), and Competitor analysis(Product feature matrix,assessing
competitors current objectives and strategies,differential advantage analysis and predicting future strategies
)of a Dell laptop

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 Plan for Tutorial: (Please do not use these time slots for syllabus coverage)

Tutorial No. Topic Type of pedagogical tool(s) planned

(case analysis,problem solving test,role play,business game etc)

Tutorial 1 Group formation and distribution of cases Group formation and distribution of cases

Tutorial 2 Evaluative case based presentation Case analysis

Tutorial 3 Evaluative case based presentation Case analysis

Tutorial 4 Evaluative case based presentation Case analysis

Tutorial 5 Evaluative case based presentation Case analysis

Tutorial 6 Term paper review Term paper review

Tutorial 7 Doubt clearing session Doubt clearing session

After Mid-Term
Tutorial 8 Evaluative case based presentation Case analysis

Tutorial 9 Evaluative case based presentation Case analysis

Tutorial 10 Case based test for HW-3 Test

Tutorial 11 Term paper review Term paper review

Tutorial 12 Evaluative case based presentation Case analysis

Tutorial 13 Doubt clearing session Doubt clearing session

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