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Mkt 605 Strategic Brand Management Town Campus Question Paper
Mkt 605 Strategic Brand Management Town Campus
Course:Masters Of Business Administration Marketing Management
Institution: Kca University question papers
Exam Year:2014
UNIVERSITY EXAMINATIONS: 2013/2014
EXAMINATION FOR THE MASTERS OF BUSINESS ADMINISTRATION
(MBA) MARKETING MANAGEMENT
MKT 605 STRATEGIC BRAND MANAGEMENT TOWN CAMPUS
DATE: AUGUST, 2014
TIME: 3 HOURS
INSTRUCTIONS: Answer Question One and Any Other Three Questions
QUESTION ONE (31 MARKS)
Case Study
Bata Shoe Company (K) Ltd enjoyed market leadership position in the Kenyan market in the 1970’s -
1980’s. The company became a household name for school shoes, classic men and women shoes. At
the time, the firm sold its products at premium prices and opened additional distribution outlets to
strengthen their grip of the shoes market grip. Competition was minimal with second hand shoe
traders’ posing negligible competition to Bata shoes. Changing economic trends in the 1990’ saw the
marketing landscape of the shoe industry change drastically, with emerging local traders engaging in
importation of cheap shoes from China at an aggressive pace like never before. The local traders
opened distribution outlets in several parts of the country, bringing competition at the door step of
Bata. Umoja Shoe Company, a market challenger to Bata shoes, concentrated efforts in producing
cheap ladies canvas shoes and sold their slippers at half the price of Bata slippers. The Bata brands
suffered a great blow, the brands equity was eroded, sales plunged to their lowest levels and the
company sunk to its knees.
At the verge of collapse, a new CEO, Mr. Fernando Garcia was posted to Bata Shoe Company (K) Ltd
in July 2002. Fernando Garcia took time to study the Kenyan market and after gaining a foothold of
the market and competitive strategies of the players, set on a mission of revamping Bata brands and
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restoring the lost glory of the company. He introduced a new range of shoes, particularly popularizing
the Weinbrennar brands for men, Marie Clare brands for ladies, Safari Boot brands targeting tourist
and Bata Back to school shoes for school children. Fernando did not stop at that, he introduced a
variety of colorful slippers for use in sanitary environments and even outdoor and divested to sell shoe
accessories like socks, shoe polish and brushes. The company engaged in aggressive promotion of its
brands by advertising on bill boards, television, newspapers and radio. In terms of sales promotion, the
company run campaigns where customers were encouraged to buy two pairs and get the second pair at
30% discount. They increased the brands visibility by engaging in corporate social responsibility
activities and by the end of the year 2006, Bata Shoe Company (K) Ltd registered a profit of Ksh. 200
million after tax. The Weinbrennar, Marie Clare, Safari Boots and Bata Back to school shoes brands
became top selling derivative in the country and the brands became a household name. Fernando
Garcia embarked on an aggressive branding plan that resulted in a successful revitalization of the Bata
brands. The CEO employed a three front turnaround strategy encompassing brand reinforcement,
brand revitalization and adjustment to the brand portfolio that led to Bata’s current performance. In a
recent press briefing, Fernando Garcia was cited saying that “The Bata brand has been successfully
revived to the point that Bata''s market share in Kenya is the highest ever achieved”. The Bata group
upon achieving enhanced brand equity, leveraged on the same to adopt franchising as an external
growth strategy.
Required:
In reference to the Bata Shoe Company (K) Ltd. case provided above, answer the questions a-c below.
a) Describe the strategies that could have been used to reinforce the Bata brand.
[9 Marks]
b) Describe the strategies that could have been used to revitalise the Bata brand
[8 Marks]
c) Bata shoe leveraged on the enhanced brand equity. Explain the factors likely to affect the extent
of leverage.
d)
[6 Marks]
Coca-cola uses the concept of brand hierarchy. Describe this concept and explain how Coca-
cola uses brand hierarchy in building strong brands.
[8 Marks]
QUESTION TWO (23 MARKS)
a)
Explain the meaning of brand mantra. Using a relevant example, describe the components of a
good brand mantra and characteristics of a brand mantra.
b)
[9 Marks]
In assessing the collective impact of an Intergraded Marketing Communication (IMC) program,
marketers overriding goal is to create the most effective and efficient IMC programme.
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Describe the factors that guide marketers when choosing on an IMC program to use in brand
building.
[14 Marks]
QUESTION THREE (23 MARKS)
a) Explain the roles of brand in a brand portfolio.
b) Describe the pricing strategies that can be used by marketers in building brand equity, clearly
explaining the conditions that must prevail for these strategies to work.
[14 Marks]
[9 Marks]
QUESTION FOUR (23 MARKS)
Brand building is synonymous to house construction. On this premise and guided by a well labelled
diagram, discuss the brand building blocks.
QUESTION FIVE (23 MARKS)
a)
Brand elements are trademark able devices that serve to identify and differentiate the brand.
Describe the criteria for choosing brand elements.
b)
Using a well labelled diagram, explain how the Ansoffs grid is used in brand extension decision
making process.
c)
[11 Marks]
[6 Marks]
Samsung uses brand extension to a very great extent. Explain the benefits of brand extension to
the parent brand.
[6 Marks]
QUESTION SIX (23 MARKS)
a)
Brand leveraging is a common strategy of brand building. Describe the different means of
leveraging secondary brand knowledge that a firm can use.
b)
[13 Marks]
Describe private labels threats as a precondition to the manufacturers dilemma. [10 Marks]
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