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Internal
Assignment Applicable for April 2018 Examination
Brand Management
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)
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 the ‘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-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?
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