SLIM Post graduate Diploma In Marketing
Postgraduate Diploma in Marketing
June 2012 Examination
Driving Brands for Results (DBR)
Date: 19th June 2012
Time: 0900 Hrs – 1200 Hrs
Duration: Three (03) Hrs
Total marks for this paper is 100 marks. There are two parts in this question paper.
All questions in Part One are compulsory. It includes a mini case.
Part Two includes 6 Essay Type Questions. Answer 03 questions from this part.
Instructions to candidates
1
State your Registration Number on the front cover of the answer book and on each and every additional paper attached to it. Your name must not appear anywhere in the answer book or answer scripts.
2.
Always start answering a question on a new page.
3.
You are reminded that answers should not be written in pencil or red pen except in drawing diagrams.
4.
Answer the questions using:
Effective arrangement and presentation
Clarity of expression
Logical and precise arguments
Clear diagrams and examples where appropriate
5. Illegible hand writing and language errors will be penalised.
PART ONE
Answer all questions
Question 01: Case study
Branding Jelly Crystals: Celebration of 50 years by Motha
It was way back in 1920; Tiburtius Motha began importing confectionaries and jellies from the UK and marketed them to local consumers with great success. Four decades later, the import restrictions slapped in the early 1960s were to dramatically change the course of
Motha’s entrepreneurial journey. Motha tried his luck at producing previously imported confectionaries locally. Their first product to the market was “Motha Strawberry Jelly” and it was a phenomenal success. Even today in the Sri Lankan market, Motha Strawberry is the market leader of set jelly category. From that point onwards, there was no turning back for
Motha. Island wide success encouraged them to add new products to their portfolio.
Custards, pudding mixes, diet jellies, icing sugars and many more were added
June 2012 Examination
Driving Brands for Results (DBR)
Date: 19th June 2012
Time: 0900 Hrs – 1200 Hrs
Duration: Three (03) Hrs
Total marks for this paper is 100 marks. There are two parts in this question paper.
All questions in Part One are compulsory. It includes a mini case.
Part Two includes 6 Essay Type Questions. Answer 03 questions from this part.
Instructions to candidates
1
State your Registration Number on the front cover of the answer book and on each and every additional paper attached to it. Your name must not appear anywhere in the answer book or answer scripts.
2.
Always start answering a question on a new page.
3.
You are reminded that answers should not be written in pencil or red pen except in drawing diagrams.
4.
Answer the questions using:
Effective arrangement and presentation
Clarity of expression
Logical and precise arguments
Clear diagrams and examples where appropriate
5. Illegible hand writing and language errors will be penalised.
PART ONE
Answer all questions
Question 01: Case study
Branding Jelly Crystals: Celebration of 50 years by Motha
It was way back in 1920; Tiburtius Motha began importing confectionaries and jellies from the UK and marketed them to local consumers with great success. Four decades later, the import restrictions slapped in the early 1960s were to dramatically change the course of
Motha’s entrepreneurial journey. Motha tried his luck at producing previously imported confectionaries locally. Their first product to the market was “Motha Strawberry Jelly” and it was a phenomenal success. Even today in the Sri Lankan market, Motha Strawberry is the market leader of set jelly category. From that point onwards, there was no turning back for
Motha. Island wide success encouraged them to add new products to their portfolio.
Custards, pudding mixes, diet jellies, icing sugars and many more were added