MAR445: Brand Management Final Take-Home Exam
Fill out this form by typing in your answers and turn in an electronic copy (in Word or
PDF) to Blackboard by 11:55 pm, Dec.15th (Thursday), EST. The total length of this
report must not exceed 5 pages (plus 1 page Appendix to show the analysis for Question
1 and 2). You are NOT allowed to discuss any part of this report with other students.
YOUR NAME: YOUR FIRM: 1. Suppose you have decided to launch a new brand to target your assigned
segment*. Based on the data at the end of period 10, propose a new R&D project
that will improve your profitability in a major way in the next 2-3 periods by
comparing the product specifications obtained from multiple methods (scale
converting formula, conjoint, regression etc.) Attach a 1-page Appendix to show your
analysis. (15 Points)
(* You must check your assigned segment in the spreadsheet separately provided.) 2. Suppose that your marketing research team identified a newly emerging customer segment called ?Millenials? in Sonite market who have similar shopping habits as
Savers but differ in following characteristics:
Period Size Growth Feature Design Battery Display Power 10
12 115 K
152 K 15%
2.9 Considering this new segment, discuss how you would want to improve your brand
portfolio for the next 2-3 periods as specific as possible.
(Limit your answer to 1 type-written page and show your analysis in the Appendix.) 3. Out of ALL the sonite and vodite brands in your Markstrat industry, choose one
brand that best demonstrates either first mover advantage or follower advantage.
Explain the specific sources of that advantage or disadvantage.
(Limit your answer to 1 type-written page.) 4. Suppose you are given an additional budget of $1 million to implement a short
term sales promotion campaign (e.g., temporary price discounts, rebates, coupons,
free trials, buy one get one half off etc.) during Period 11. What kind of promotion
would you implement on which brand (of your firm) with this budget? and Why?
(Limit your answer to 1 type-written page.)
(10 Points) 5. Peer Evaluation: If you have a total of $1 million to reward your teammates
(including yourself) for their contribution to the team?s performance, how much
?BONUS? will you allocate for each member?
1. Your name
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