VOORBEELDTENTAMENS V&A
TENTAMEN 1
Case Related Questions.
1. Develop a NIVEA CBBE Pyramid in which you place the following 13 constructs in the
appropriate cell (listed in alphabetical order): attachments, caring & protective, community,
credibility, for family, fun, heritage, mild & gentle, multi-forms and purposes, quality,
superiority, universal (applications), warmth.
2. The management of Beiersdorf wants to construct a mental brand map for NIVEA Crème.
Propose a research plan and explain which tools/methods or techniques you will use and in
what order. There is a small research budget available (20,000 euro) and limited time (one
month).
It’s important that the student recognizes that a mental map implies:
1. Evocation phase (no “fixed” list of attributes or items or associations to be evaluated)
2. Qualitative research; preferably projective techniques (e.g. cartoon test, TAT)
3. Very low budget / simple (keep in mind: a single interview of 1 hour costs about 2.000 euro)
4. NO brand meaning and NO brand positioning
1
, 3. As the case states, Beiersdorf decided mid 70’s to revitalize NIVEA Crème by a change in
distribution strategy, promotional activities and an aggressive advertising campaign. Were
there other strategies to revitalize the NIVEA Crème brand the management could have
chosen in that period? If so, propose and work out an alternative strategy.
In this period (70’) Beiersdorf decided to change the marketing program as part of the brand
reinforcement/revitalization program (the line between these two strategies is thin) by a change in the
distribution policy, promotional activities and a change in the advertising campaign in order to
maintain (nurture and reinforce) existing associations. An alternative strategy, applying the scheme of
Keller on revitalization could have been: bolster fading associations (the case literally states ‘most
users were introduced to Nivea during childhood’), neutralize negative association (oppose against
the perception the product is only for babies and children or create new associations (this was the
strategy introduced latter). Other options: fortifying. Good answers reflect: (1) the use of a theoretical
framework and (b) the variety of other options.
Reader Related Questions.
4. Use the Brand Knowledge model developed by Keller (1993) to explain the differences
between:
a. components of constructs and drivers of constructs
Components are the building blocks of a certain construct (= together they ARE the construct)
Drivers are the causes or antecedents of a particular construct (= they CAUSE the construct)
b. connecting lines and connecting arrows between constructs.
Lines show that constructs are related e.g. between components
Arrows show that a certain construct or independent variable causes another construct or dependant
variable (= causal relationship)
5. In the article about ingredient branding, Desai en Keller make a distinction between
‘categorization’ and ‘piecemeal’ evaluation.
a. Describe briefly the difference between these two forms of evaluation.
Categorization is processing and evaluating information within an existing framework of knowledge.
People are able to process new information and to position the object or subject involved within the
framework. We speak about assimilation. Piecemeal is processing and evaluating information
much more deeply. The reason is the object or subject has characteristics or attributes that are very
different (discrepancy from the existing framework. Evaluation takes often place attribute by
attribute. We speak about accommodation.
b. Why does this difference exist in case of extension?
This difference exist because people evaluate extensions differently .When a new product/brand/ or
product variety is introduced (not necessarily restricted to co-branding) people search for similarities
within the framework of existing products/brands. If the product or brand is so different from what
people know, the product or brand will be seen as a subtype and information about the product/brand
or variety will be processed more deeply. This will probably take a longer learning process (=
investment in marketing communications).
2
,TENTAMEN 2
Bubble-up
Soft drink manufacturer ‘Bubble-up’ is planning to introduce a new beverage on the Dutch market
early 2008. This market nowadays offers a wide variety of drinks both for large market segments and
for small niches. In almost every supermarket we can buy: Cola’s, un-cola’s, fruit juices, sport drinks
and energy drinks; 6-packs, small and family size bottles. Competition is severe in most segments and
entering this market will be tough. Despite this rivalry, Han Sop who is the marketing manager of
‘Bubble-up,’ has ‘discovered’ a new category of soft drinks while he was visiting the United States.
Although this (sub) category has not been defined yet, its packaging (glass bottle; only half liter),
brand name (‘YinYang’), label (Asian design), commercials (contemplation) and music (new age) are
strong landmarks for segmentation, targeting and positioning this brand in the Netherlands, according
to Han Sop. Together with his advertising agency he retreats to the Abbey in Zundert in order to
translate these observations into business. You are a member of this team and your job is to answer the
next four questions:
1. Since YinYang is both a new brand and to some extent even a new product it is not a (typical)
member of an existing product category or subcategory. What kind of research
method/tool/technique would you use in order to be able to position this brand within its
appropriate product category (motivate your choices)? <max 5 points>
Ad 1: Preferably single interviews with respondents from the target group (perhaps after taste tests).
Ask them to make categories using techniques like Natural Grouping (market structure analysis) or
Kelly’s Grid procedure …. perhaps in combination with timing issues like usage situation/occasions
(Cluster analysis or Multi dimensional scaling are less suited; i.c. experience with Yin Yang is absent).
After these categorization tasks, perhaps a laddering procedure may be used to see how attributes are
inferred to assess benefits (consequences) and consumption goal (values) achievement (laddering is
certainly NOT a substitute for Natural Grouping but may be supplementary).
2. Develop a positioning statement for this new brand that is both specific and detailed. <max 5
points>
Ad 2: Yin Yang (brand name) is a herbal beverage (product category) for consumers in the age
category 25 - 50 years of age (target group) and who attach high value on benefits like quality of life
(benefit) and want to reduce stress (consumption situation). They are driven by mental and physical
wellbeing (consumer value) and as a result show high preference for functional food and drinks in
comparison to brands like Red Bull and Xi (alternatives). Yin Yang’s traditional Asian recipe (brand
property) is based on centuries-old knowledge and experience (brand heritage) of body and mind
strengthening natural ingredients (product attributes).
(brand name) Yin Yang
(product category) herbal beverage
(target group) consumers in the age category 25 - 50 years of age
3
, (benefit) quality of life
(consumption situation) stressful situations
(consumer value) mental and physical wellbeing and preference for functional food and drinks
(alternatives) Red Bull and Xi (NOT Coca Cola)
(brand property) traditional Asian recipe
(brand heritage) something like “centuries-old knowledge and experience of body and mind “
(product attributes) natural ingredients
3. Han Sop suggests using ‘co-branded ingredients’. The advertising agency mentions an article
in which a famous professor stressed three aspects that are important in ingredient branding.
What are these important aspects according to you? <max 5 points>
Ad 3. Various aspects are important when you decide to use ingredient branding, such as: (1) the
ingredient brand should be relevant for the user/buyer; (2) the ingredient brand need to be perceived
as superior (like the seal of ‘ Intel inside’ probably suggest the best quality processor is used); (3) it
should be able to communicate the ingredient brand in a very simple way like by means of a hallmark,
quality seal. Other aspects are; (4) the possible dependency on the supplier of the ingredient brand;
(5) less managerial control about the main brand; (6) a possible dilution effect when the ingredient
brand is used by many other brands; (7) possible negative effects in case of an incident with the
ingredient brand. Note: When the student mentions 3 of these aspects it is graded with 5 points. A
student receives 3 points when he/she mentions aspects which have to do with leveraging secondary
associations in general, such as: awareness and knowledge of the entity; perceived relevance of the
entity linkage (fit, cue overload, attributions) and the consistency with the brand associations.
4. Suddenly you remember a lecture on ‘brand architecture’ and the so called ‘Silver Bullets’.
<max 5 points>
a. How would you explain the ‘silver bullet phenomenon’ to the rest of the team (use
your own words);
b. How are they related to the brand portfolio, and;
c. Give a few examples of how they can be used in the new product introduction
process.
Ad 4: Aaker attributes different portfolio roles to brands. He describes silver bullets as ‘energizers’,
which can be promotions, sponsorships or marketing programs which can influence the image of the
main brand or the whole portfolio. S a sliver bullet has a very specific role in the brand portfolio.
Literally Aaker states; ‘ a subbrand or branded benefit that is employed as a vehicle for changing or
supporting the image of a parent brand. ‘ Examples are: Heineken Night of the proms, De Heeren van
Amstel Live. With respect to the introduction of Yin Yang students could come up with example as
Yoga courses ( life or on DVD), sponsoring of new age concerts, sponsoring of meetings with new age
gurus et cetera)
4
TENTAMEN 1
Case Related Questions.
1. Develop a NIVEA CBBE Pyramid in which you place the following 13 constructs in the
appropriate cell (listed in alphabetical order): attachments, caring & protective, community,
credibility, for family, fun, heritage, mild & gentle, multi-forms and purposes, quality,
superiority, universal (applications), warmth.
2. The management of Beiersdorf wants to construct a mental brand map for NIVEA Crème.
Propose a research plan and explain which tools/methods or techniques you will use and in
what order. There is a small research budget available (20,000 euro) and limited time (one
month).
It’s important that the student recognizes that a mental map implies:
1. Evocation phase (no “fixed” list of attributes or items or associations to be evaluated)
2. Qualitative research; preferably projective techniques (e.g. cartoon test, TAT)
3. Very low budget / simple (keep in mind: a single interview of 1 hour costs about 2.000 euro)
4. NO brand meaning and NO brand positioning
1
, 3. As the case states, Beiersdorf decided mid 70’s to revitalize NIVEA Crème by a change in
distribution strategy, promotional activities and an aggressive advertising campaign. Were
there other strategies to revitalize the NIVEA Crème brand the management could have
chosen in that period? If so, propose and work out an alternative strategy.
In this period (70’) Beiersdorf decided to change the marketing program as part of the brand
reinforcement/revitalization program (the line between these two strategies is thin) by a change in the
distribution policy, promotional activities and a change in the advertising campaign in order to
maintain (nurture and reinforce) existing associations. An alternative strategy, applying the scheme of
Keller on revitalization could have been: bolster fading associations (the case literally states ‘most
users were introduced to Nivea during childhood’), neutralize negative association (oppose against
the perception the product is only for babies and children or create new associations (this was the
strategy introduced latter). Other options: fortifying. Good answers reflect: (1) the use of a theoretical
framework and (b) the variety of other options.
Reader Related Questions.
4. Use the Brand Knowledge model developed by Keller (1993) to explain the differences
between:
a. components of constructs and drivers of constructs
Components are the building blocks of a certain construct (= together they ARE the construct)
Drivers are the causes or antecedents of a particular construct (= they CAUSE the construct)
b. connecting lines and connecting arrows between constructs.
Lines show that constructs are related e.g. between components
Arrows show that a certain construct or independent variable causes another construct or dependant
variable (= causal relationship)
5. In the article about ingredient branding, Desai en Keller make a distinction between
‘categorization’ and ‘piecemeal’ evaluation.
a. Describe briefly the difference between these two forms of evaluation.
Categorization is processing and evaluating information within an existing framework of knowledge.
People are able to process new information and to position the object or subject involved within the
framework. We speak about assimilation. Piecemeal is processing and evaluating information
much more deeply. The reason is the object or subject has characteristics or attributes that are very
different (discrepancy from the existing framework. Evaluation takes often place attribute by
attribute. We speak about accommodation.
b. Why does this difference exist in case of extension?
This difference exist because people evaluate extensions differently .When a new product/brand/ or
product variety is introduced (not necessarily restricted to co-branding) people search for similarities
within the framework of existing products/brands. If the product or brand is so different from what
people know, the product or brand will be seen as a subtype and information about the product/brand
or variety will be processed more deeply. This will probably take a longer learning process (=
investment in marketing communications).
2
,TENTAMEN 2
Bubble-up
Soft drink manufacturer ‘Bubble-up’ is planning to introduce a new beverage on the Dutch market
early 2008. This market nowadays offers a wide variety of drinks both for large market segments and
for small niches. In almost every supermarket we can buy: Cola’s, un-cola’s, fruit juices, sport drinks
and energy drinks; 6-packs, small and family size bottles. Competition is severe in most segments and
entering this market will be tough. Despite this rivalry, Han Sop who is the marketing manager of
‘Bubble-up,’ has ‘discovered’ a new category of soft drinks while he was visiting the United States.
Although this (sub) category has not been defined yet, its packaging (glass bottle; only half liter),
brand name (‘YinYang’), label (Asian design), commercials (contemplation) and music (new age) are
strong landmarks for segmentation, targeting and positioning this brand in the Netherlands, according
to Han Sop. Together with his advertising agency he retreats to the Abbey in Zundert in order to
translate these observations into business. You are a member of this team and your job is to answer the
next four questions:
1. Since YinYang is both a new brand and to some extent even a new product it is not a (typical)
member of an existing product category or subcategory. What kind of research
method/tool/technique would you use in order to be able to position this brand within its
appropriate product category (motivate your choices)? <max 5 points>
Ad 1: Preferably single interviews with respondents from the target group (perhaps after taste tests).
Ask them to make categories using techniques like Natural Grouping (market structure analysis) or
Kelly’s Grid procedure …. perhaps in combination with timing issues like usage situation/occasions
(Cluster analysis or Multi dimensional scaling are less suited; i.c. experience with Yin Yang is absent).
After these categorization tasks, perhaps a laddering procedure may be used to see how attributes are
inferred to assess benefits (consequences) and consumption goal (values) achievement (laddering is
certainly NOT a substitute for Natural Grouping but may be supplementary).
2. Develop a positioning statement for this new brand that is both specific and detailed. <max 5
points>
Ad 2: Yin Yang (brand name) is a herbal beverage (product category) for consumers in the age
category 25 - 50 years of age (target group) and who attach high value on benefits like quality of life
(benefit) and want to reduce stress (consumption situation). They are driven by mental and physical
wellbeing (consumer value) and as a result show high preference for functional food and drinks in
comparison to brands like Red Bull and Xi (alternatives). Yin Yang’s traditional Asian recipe (brand
property) is based on centuries-old knowledge and experience (brand heritage) of body and mind
strengthening natural ingredients (product attributes).
(brand name) Yin Yang
(product category) herbal beverage
(target group) consumers in the age category 25 - 50 years of age
3
, (benefit) quality of life
(consumption situation) stressful situations
(consumer value) mental and physical wellbeing and preference for functional food and drinks
(alternatives) Red Bull and Xi (NOT Coca Cola)
(brand property) traditional Asian recipe
(brand heritage) something like “centuries-old knowledge and experience of body and mind “
(product attributes) natural ingredients
3. Han Sop suggests using ‘co-branded ingredients’. The advertising agency mentions an article
in which a famous professor stressed three aspects that are important in ingredient branding.
What are these important aspects according to you? <max 5 points>
Ad 3. Various aspects are important when you decide to use ingredient branding, such as: (1) the
ingredient brand should be relevant for the user/buyer; (2) the ingredient brand need to be perceived
as superior (like the seal of ‘ Intel inside’ probably suggest the best quality processor is used); (3) it
should be able to communicate the ingredient brand in a very simple way like by means of a hallmark,
quality seal. Other aspects are; (4) the possible dependency on the supplier of the ingredient brand;
(5) less managerial control about the main brand; (6) a possible dilution effect when the ingredient
brand is used by many other brands; (7) possible negative effects in case of an incident with the
ingredient brand. Note: When the student mentions 3 of these aspects it is graded with 5 points. A
student receives 3 points when he/she mentions aspects which have to do with leveraging secondary
associations in general, such as: awareness and knowledge of the entity; perceived relevance of the
entity linkage (fit, cue overload, attributions) and the consistency with the brand associations.
4. Suddenly you remember a lecture on ‘brand architecture’ and the so called ‘Silver Bullets’.
<max 5 points>
a. How would you explain the ‘silver bullet phenomenon’ to the rest of the team (use
your own words);
b. How are they related to the brand portfolio, and;
c. Give a few examples of how they can be used in the new product introduction
process.
Ad 4: Aaker attributes different portfolio roles to brands. He describes silver bullets as ‘energizers’,
which can be promotions, sponsorships or marketing programs which can influence the image of the
main brand or the whole portfolio. S a sliver bullet has a very specific role in the brand portfolio.
Literally Aaker states; ‘ a subbrand or branded benefit that is employed as a vehicle for changing or
supporting the image of a parent brand. ‘ Examples are: Heineken Night of the proms, De Heeren van
Amstel Live. With respect to the introduction of Yin Yang students could come up with example as
Yoga courses ( life or on DVD), sponsoring of new age concerts, sponsoring of meetings with new age
gurus et cetera)
4
