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Consumer Behavior
CASE 1-TUDOR FASHION
Tudor fashions is a four -decade old company .Its two major product lines are footwear
and ready -to- wear garments . It was nearly 10am and the company CEO, Prashant
Gupta, decided to take a walk in the Connaught place area to observe people in general
and office goers in particular, before going to his office on Barakhamba Road .His idea
was to have a first - hand feeling of consumer response to the Tudor shoes and observe
in general the footwear habit of urban Indians. He parked his car and walked
purposefully.
1. What kind of information was the basis for the CEO's Decision about Tudor shoes?
2. Analyze the pros and cons of prashant's decision about Tudor.
3. Suggest an approach which in your view might have been successful in
changing consumer's perceptions and attitudes about Tudor shoes.
4. You are marketing communication consultant. Suggest an ad campaign to help Tudor
establish a premium image for its shoes.
Case 2- Burnol
Do marketers have the freedom to reposition a brand? Or can a brand develop a
life of its own in the consumer's mind -and grow so strong as to become
intractable?
Burnol is available in yellow tube. This burns - relief ointment has been around
for six decades - long enough to become generic to the usage category.
1. Analyze the case and identify the significant issue.
2. What is the consumer's involvement in such a product category?
3. What strategies would you recommend to change consumer's attitude towards the
brand?
4. Why have attempts to reposition the brand failed? Has it anything to do with
consumer's attitudes or appropriateness of communication messages?
Case 3 - Tattoos and Extended Self
Most product and services associated with extended self and...