NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Brand Management
Internal Assignment Applicable for April
2018 Examination
Assignment Marks: 30
Instructions:
All Questions carry equal marks.
All Questions are compulsory
All answers to be explained in not more
than 1000 words for question 1 and 2 and
for
question 3 in not more than 500 words for
each subsection. Use relevant examples,
illustrations as far as possible.
All answers to be written individually.
Discussion and group work is not
advisable.
Students are free to refer to any
books/reference material/website/internet
for attempting
their assignments, but are not allowed to
copy the matter as it is from the source
of
reference.
Students should write the assignment in
their own words. Copying of assignments
from
other students is not allowed.
Students should follow the following
parameter for answering the assignment
questions.
1. The competition in the Indian Dairy
sector suddenly seems heating up. With
many
private dairies also joining the
bandwagon. For the first time, India’s
largest global
player in this industry “AMUL” is facing
the heat. Can you suggest some Brand
Promotion strategies to AMUL? (10 Marks)
For Theoretical Answer
Assessment Parameter Weightage
Introduction 20%
Concepts and Application
related to the question
60%
Conclusion 20%
For Numerical Answer
Assessment Parameter Weightage
Understanding and usage
of the formula
20%
Procedure / Steps 50%
Correct Answer &
Interpretation
30%NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Brand Management
Internal Assignment Applicable for April
2018 Examination
2. Flipkart now wants to venture into
making mobile phones by themselves under
the
brand name “Capture +”. Their branding
team is confused as to how do they go
about
building this brand and its elements. Can
you guide them on the same? (10 Marks)
3. Read the below given case study and
answer the questions below (10 Marks)
Good old khichdi has finally managed to
hog the culinary limelight. Long looked
down upon as the prescribed diet for the
aged and the infirm, it edged out more
aristocratic contenders such as melt-in-
the-mouth kebabs, aromatic biryanis and
exotic
confections to almost get designated the
‘national dish’. But in the end, what was
touted as the Big Bang turned out to be a
bit of a whimper. The storm in the social
media tea cup compelled the minister of
food processing to issue a statement that
no
such move was being contemplated. All
that was afoot was an effort to cook a
titanic
pot of khichdi that could find a place in
the Guinness Book: Just some innocent fun
and games to generate a buzz to attract
visitors to World Food India.
Still, we must thank whoever thought of
the tamasha for making our compatriots
aware of more than 10 avatars of the
khichdi — vegetarian and non-vegetarian —
that
are rustled up in India. Different
regional recipes as well as ritually and
culturally
significant variations were highlighted
much to the amusement of the audience.
However, the aborted coronation has left
in its wake some serious questions for us
to
grapple with.
Why are we Indians so obsessed with
prefixes ‘national’ and ‘international’?
And why
should the term ‘national’ be reserved
only for things sprouting out of the
native soil?
Some unfortunate souls who dared to raise
a dissenting voice contesting khichdi’s
claim to the throne became targets of
ultra-nationalist fury. What could be a
better
contender for a ‘national’ dish than a
satvik delicacy claiming a lineage dating
back
to Vedic times? Anyone with an iota of
political correctness among performing
celebrity chefs and their patrons must
have been aware of the hazards of
touching theNMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Brand Management
Internal Assignment Applicable for April
2018 Examination
‘alien’ biryani or kebab. From
architecture to language, costume to
cuisine, religious
zealots have polluted what is fashionably
referred to as the ‘dominant discourse’.
The
controversies that continue to smoulder —
from the national anthem and the national
song to national language and national
animal — leave us little time to
accomplish
anything truly remarkable at the
international level.
To return to matters culinary and our
resplendent intangible heritage in the
realm of
food, khichdi may be a deserving
candidate to represent the nation, but
there are other
signature dishes from diverse regions and
cities that too bear testimony to India’s
syncretic cultural ethos.
India has imbibed diverse influences
through millennia adopting and adapting
everything from costumes to cuisines. It
is ridiculous to associate delicacies,
attire, art
or music with a religion or insist that
only the parochially local can be truly
national.
Much before the birth of the ‘nation
state’ in Western Europe, great Empires
had
spawned globalisation of trade
encouraging cultural cross-fertilisation.
The historic
Silk Road(s) and the legendary Spice
Route connected Asia with Arabia and
Mediterranean Europe.
Food that many consider Indian today may
have come to this land from foreign
shores.
How easily we forget that the samosa, the
popular snack we gleefully gobble,
descended from the Central Asian samboosa
that is fried, boiled or baked from
Kazakhstan to Iran. It is mentioned in
Abul Fazl’s Ain-e-Akbari as samushak and
has
many regional variations. By the time it
travels from the Gangetic belt to the
borders
of Bengal both the name and the filling
change. The singhada here is prepared
with
finely chopped and differently spiced
stir-fried potatoes. The refugee Punjabi
Delhi
population insists on ‘enriching’ it with
paneer and nuts while in Bhopal and
Hyderabad the keema samosa challenges the
potato and peas filling. Luqmi in
Hyderabad seems to resurrect the original
recipe of delicate Iranian pastry best
that
had a pine-nuts and mince filling. Then
there is the sweet samosa that tantalises
us
with some intriguing questions: Is it the
Lobong Lotika that has inspired the
mawa-NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Brand Management
Internal Assignment Applicable for April
2018 Examination
packed saffron laced meetha samosa or the
other way around? The misspelt ‘biff’
samosa, which we chanced upon in
Aurangabad last year, is the poor thing
that like
Oscar Wilde’s love, dare not utter its
name in these intolerant times.
The halwa set foot on Indian soil, most
likely on the Malabar Coast, when the
Arab
seafaring traders anchored their ships
here. The Habshi Halwa has an Abyssinian
connection. It has grown roots and spread
its branches in all directions. From
kesari
and badam halwa in southern India to
Karachi halwa, also known as Sindhi or
Bombay
halwa in Mumbai to lockjaws such as Sohan
halwa in Delhi to Gajar ka in Punjab, Seb
ka in Jammu and Kashmir to the ubiquitous
Suji ka and Dal ka halwa in the Hindi
Heartland, the regional and seasonal
variations are countless. The more exotic
recipes
are the Khus Khus ka (poppy seeds) halwa,
Ande ka halwa and yes, Gosht ka halwa.
The upma bears testimony to the fact that
not all halwas need to be sweet!
Not only khichdi but also halwa and
samosa, along with paratha and pulav
celebrate
our resplendent diversity and inclusive
pluralism. These dishes have never
recognised
man-made frontiers or political
boundaries reset by linguistic states.
Why then, waste
time contesting ‘ownership’? It’s much
better to enjoy what we have imported or
inherited from ‘others’. Isn’t it enough
that by improvising on ‘alien’ themes we
continue to experience ecstasy?
a. What according to you is the Brand
Personality of Brand Khichdi? (5 Marks)
b. Suggest Strategies to Position Brand
Khichdi in the World Cuisine Market?
(5 Marks)
**************
School for Continuing Education (NGA-SCE)
Course: Brand Management
Internal Assignment Applicable for April
2018 Examination
Assignment Marks: 30
Instructions:
All Questions carry equal marks.
All Questions are compulsory
All answers to be explained in not more
than 1000 words for question 1 and 2 and
for
question 3 in not more than 500 words for
each subsection. Use relevant examples,
illustrations as far as possible.
All answers to be written individually.
Discussion and group work is not
advisable.
Students are free to refer to any
books/reference material/website/internet
for attempting
their assignments, but are not allowed to
copy the matter as it is from the source
of
reference.
Students should write the assignment in
their own words. Copying of assignments
from
other students is not allowed.
Students should follow the following
parameter for answering the assignment
questions.
1. The competition in the Indian Dairy
sector suddenly seems heating up. With
many
private dairies also joining the
bandwagon. For the first time, India’s
largest global
player in this industry “AMUL” is facing
the heat. Can you suggest some Brand
Promotion strategies to AMUL? (10 Marks)
For Theoretical Answer
Assessment Parameter Weightage
Introduction 20%
Concepts and Application
related to the question
60%
Conclusion 20%
For Numerical Answer
Assessment Parameter Weightage
Understanding and usage
of the formula
20%
Procedure / Steps 50%
Correct Answer &
Interpretation
30%NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Brand Management
Internal Assignment Applicable for April
2018 Examination
2. Flipkart now wants to venture into
making mobile phones by themselves under
the
brand name “Capture +”. Their branding
team is confused as to how do they go
about
building this brand and its elements. Can
you guide them on the same? (10 Marks)
3. Read the below given case study and
answer the questions below (10 Marks)
Good old khichdi has finally managed to
hog the culinary limelight. Long looked
down upon as the prescribed diet for the
aged and the infirm, it edged out more
aristocratic contenders such as melt-in-
the-mouth kebabs, aromatic biryanis and
exotic
confections to almost get designated the
‘national dish’. But in the end, what was
touted as the Big Bang turned out to be a
bit of a whimper. The storm in the social
media tea cup compelled the minister of
food processing to issue a statement that
no
such move was being contemplated. All
that was afoot was an effort to cook a
titanic
pot of khichdi that could find a place in
the Guinness Book: Just some innocent fun
and games to generate a buzz to attract
visitors to World Food India.
Still, we must thank whoever thought of
the tamasha for making our compatriots
aware of more than 10 avatars of the
khichdi — vegetarian and non-vegetarian —
that
are rustled up in India. Different
regional recipes as well as ritually and
culturally
significant variations were highlighted
much to the amusement of the audience.
However, the aborted coronation has left
in its wake some serious questions for us
to
grapple with.
Why are we Indians so obsessed with
prefixes ‘national’ and ‘international’?
And why
should the term ‘national’ be reserved
only for things sprouting out of the
native soil?
Some unfortunate souls who dared to raise
a dissenting voice contesting khichdi’s
claim to the throne became targets of
ultra-nationalist fury. What could be a
better
contender for a ‘national’ dish than a
satvik delicacy claiming a lineage dating
back
to Vedic times? Anyone with an iota of
political correctness among performing
celebrity chefs and their patrons must
have been aware of the hazards of
touching theNMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Brand Management
Internal Assignment Applicable for April
2018 Examination
‘alien’ biryani or kebab. From
architecture to language, costume to
cuisine, religious
zealots have polluted what is fashionably
referred to as the ‘dominant discourse’.
The
controversies that continue to smoulder —
from the national anthem and the national
song to national language and national
animal — leave us little time to
accomplish
anything truly remarkable at the
international level.
To return to matters culinary and our
resplendent intangible heritage in the
realm of
food, khichdi may be a deserving
candidate to represent the nation, but
there are other
signature dishes from diverse regions and
cities that too bear testimony to India’s
syncretic cultural ethos.
India has imbibed diverse influences
through millennia adopting and adapting
everything from costumes to cuisines. It
is ridiculous to associate delicacies,
attire, art
or music with a religion or insist that
only the parochially local can be truly
national.
Much before the birth of the ‘nation
state’ in Western Europe, great Empires
had
spawned globalisation of trade
encouraging cultural cross-fertilisation.
The historic
Silk Road(s) and the legendary Spice
Route connected Asia with Arabia and
Mediterranean Europe.
Food that many consider Indian today may
have come to this land from foreign
shores.
How easily we forget that the samosa, the
popular snack we gleefully gobble,
descended from the Central Asian samboosa
that is fried, boiled or baked from
Kazakhstan to Iran. It is mentioned in
Abul Fazl’s Ain-e-Akbari as samushak and
has
many regional variations. By the time it
travels from the Gangetic belt to the
borders
of Bengal both the name and the filling
change. The singhada here is prepared
with
finely chopped and differently spiced
stir-fried potatoes. The refugee Punjabi
Delhi
population insists on ‘enriching’ it with
paneer and nuts while in Bhopal and
Hyderabad the keema samosa challenges the
potato and peas filling. Luqmi in
Hyderabad seems to resurrect the original
recipe of delicate Iranian pastry best
that
had a pine-nuts and mince filling. Then
there is the sweet samosa that tantalises
us
with some intriguing questions: Is it the
Lobong Lotika that has inspired the
mawa-NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Brand Management
Internal Assignment Applicable for April
2018 Examination
packed saffron laced meetha samosa or the
other way around? The misspelt ‘biff’
samosa, which we chanced upon in
Aurangabad last year, is the poor thing
that like
Oscar Wilde’s love, dare not utter its
name in these intolerant times.
The halwa set foot on Indian soil, most
likely on the Malabar Coast, when the
Arab
seafaring traders anchored their ships
here. The Habshi Halwa has an Abyssinian
connection. It has grown roots and spread
its branches in all directions. From
kesari
and badam halwa in southern India to
Karachi halwa, also known as Sindhi or
Bombay
halwa in Mumbai to lockjaws such as Sohan
halwa in Delhi to Gajar ka in Punjab, Seb
ka in Jammu and Kashmir to the ubiquitous
Suji ka and Dal ka halwa in the Hindi
Heartland, the regional and seasonal
variations are countless. The more exotic
recipes
are the Khus Khus ka (poppy seeds) halwa,
Ande ka halwa and yes, Gosht ka halwa.
The upma bears testimony to the fact that
not all halwas need to be sweet!
Not only khichdi but also halwa and
samosa, along with paratha and pulav
celebrate
our resplendent diversity and inclusive
pluralism. These dishes have never
recognised
man-made frontiers or political
boundaries reset by linguistic states.
Why then, waste
time contesting ‘ownership’? It’s much
better to enjoy what we have imported or
inherited from ‘others’. Isn’t it enough
that by improvising on ‘alien’ themes we
continue to experience ecstasy?
a. What according to you is the Brand
Personality of Brand Khichdi? (5 Marks)
b. Suggest Strategies to Position Brand
Khichdi in the World Cuisine Market?
(5 Marks)
**************
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