Fashion Retailing and Marketing — DU B.Sc. (Prog.) Home Science Previous Year Question Papers

1. Briefly explain any Five of the following: (5x6=30) a) Scope of marketing b) Pricing strategies c) Attributes of a good brand name d) POP & POD e) Various message appeals for advertising Đ) Experiential etailing 8) Omni channel retail h) Speciality stores e 97147 e 1a{*a { 3Чy (Message Appeals) f. 377414 g(Experiential Retailing) g. 3741-47M geT (Omni-channel Retail) "Segmentation is used to recognize customer differences." Explain 6 à. Demographic and behavioural bases for market segmentation. 9 A company wishes to launch premium apparel line made from sustainable bamboo fabric targeting eco-conscious urban elites. i) Propose a brand name for this line and identify at least Two relevant segmentation bases. ii) Suggest an appropriate Targeting strategy ill) Propose an appropriate Positioning strategy/ strategies for this product Justify each of your recommendations. 3. a What is a merchandise category? Write salient characteristics of the three types 10 of merchandise categories b. What is a product mix? Explain its four dimensions with examples 5 4. Explain the Product Life Cycle (PLC) curve and describe the key : characteristics of each stage. Discuss how the marketing strategies change across these stages? Illustrate your answer with an example from the textiles or apparel sector. 5. a. Write a note on the use of Al in the retail sector. b. Make an assortment plan for a speciality store of any established casual wear 8 What are the various strategies that an organization can adopt to differentiate its offering in the market. Discuss with examples b. What are the various attributes of a brand. Distinguish between Brand Image 10 and brand Identity Discuss the following two branding strategies highlighting the advantages and limitations of each. Line extension Multi Branding