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This post was published to Business administration pro... at 5:35:32 PM 2/2/2009

Marketing Interview Question:-

 

 

1)    What is Umbrella Marketing? Name 3 Products of HLL which comes under Umbrella Marketing??

Umbrella branding refers to branding of products, services or ideas under the mother brand name. Mostly when the mother brand is very successful then the company extends this name to other new product lines and may be to the entire product mix.
Eg. Reliance had named many of its products upon its mother brand name of Reliance. Reliance energy, reliance poly-fibers, Reliance telecom etc..
Eg. Harley Davidson launching a range of apparels and accessories.

But this strategy is not always successful coz the stakes are high when u r using a successful brand name to promote a new product in the market. And once such a condition comes the superb mother brand suffers a lot bcoz of the new product failure.
Taking the same example as above....Harley Davidson though succeeded in positioning its apparels n accessories, but it failed when it used its good old brand name for a range of perfumes.
Eg: AMUL fearing this kind of failure launched its pizza chain in the name of "Snow-Cap Pizza".

 

 

2)    tranfer pricing
Company sets a Transfer Price (the price it charges another unit in the company- SBU) for goods that it ships to its foreign subsidiaries. If the company charges too high a pric to a subsidiary, it may end up paying high tariff rates although it may pay lower income taxes in the foreign country .. If the country charges too low a transfer price,, than it can be charged with DUMPING as per anti-dumping laws..

 

Above the line and below the line terms are more so used in advertising...

ATL is when a company uses channels not within its control and which are gen. costly ( newspapers ) to indirectly market the product.... its genreally mass targetted and the objective is to create awareness of the product.


BTL on the other hand.... is done to persuade the customer through use of cheap channels. It is more targeted than the ATL ( like direct marketing.... mailers.... discounts... etc )

 

3)    Pull strategy is applied when the product or the brand has a unique selling proposition and has a clear competitive advantage over its competitors. In such situations the demand is created and the market itself pulls the product and drives it.
Under this strategy the firm concentrates mostly on distribution, supply chain, awareness is grown. Other aspects of marketing take the back foot except the specific competitive advantage. 
Eg. iPod
Push strategy is used normally when product or service or brand is not that attractive to create its own demand. In such cases to attain profitability the firm pushes the product into the market so that its use and consumption can be increased ...in due course of time the specific product may create its demand. Company focuses on increasing sales and use anyhow.
Eg. Insurance

 

 

4)    SBU is one business of a large conglomerate...

Conglomerates usually have a lot of diff businesses... each of these is called n SBU..

like reliance industries is a conglomerate

and each of its businesses... reliance petro, Reliance comm, Reliance reail..... are alll its SBU's

 

 

5)    if we have to define MBO- management by objectives in very very simple and actual terms then it will be a philosphy in which a senior manager tries to match the objectives of employees by the objectives of the orgaganisation by asking the employee himself to set his target

 

 

6)    demarketing
it is a process done to reduce the demand of a particular product that is available in scarce.ex:water
it can also be done for the welafare of the public.ex:alcohol

 

 

7)    The Seven-Ss is a framework for analyzing organizations and their effectiveness. It looks at the seven key elements that make the organizations successful, or not: strategy; structure; systems; style; skills; staff; and shared values.

Consultants at McKinsey & Company developed the 7S model in the late 1970s to help managers address the difficulties of organizational change. The model shows that organizational immune systems and the many interconnected variables involved make change complex, and that an effective change effort must address many of