# Q7 · Discuss the ‘Case Study of Lijjat Papad’s Marketing Strategy for Strengthening its Product’ by explaining the following: (i) Completely discuss the case study (ii) Interpret the important principles of advertising which helped to increase the sales and reputation of the brand, with your critical comments on the case study

Subject: Advertising and Public Relations

Exam: TEE

Reader: https://deep-learning-study-room.vercel.app/apr/#tee/papers/paper-2026-07-11/q7

Canonical: https://deep-learning-study-room.vercel.app/read/apr/tee/papers/paper-2026-07-11--q7/

Actual TEE paper · 100 marks · Q1 compulsory + any four complete Q2–Q7

### 2026-07-11 · Q7 · Previous-paper question. Discuss the ‘Case Study of Lijjat Papad’s Marketing Strategy for Strengthening its Product’ by explaining the following: (i) Completely discuss the case study (ii) Interpret the important principles of advertising which helped to increase the sales and reputation of the brand, with your critical comments on the case study. [20 marks]

#### Answer

## 1. Background and communication problem

#### Real case anchor · Lijjat Papad: quality, identity and marketing

WIPO’s case describes Lijjat’s women-led enterprise, quality controls, recognisable packaging characters, promotional activity, pricing and distribution. These are connected elements of its brand-building approach, rather than a single advertisement.

[Campaign / case source ↗](https://www.wipo.int/en/web/ip-advantage/w/stories/pappadums-and-the-path-to-empowerment)

## 2. Strategy and application of concepts

1. **Product and trust:** Consistent quality supports the promise made by a food brand. From a marketing perspective, repeated satisfactory experience supplies reasons for repeat purchase and makes communication more credible.
2. **Distinctive identity:** Recognisable packaging and characters can help customers recognise the brand at purchase. This is the connection between identity assets and recognition awareness; their value is in the association they carry, not decoration alone.
3. **Positioning:** The organisation’s women-centred identity provides a social dimension alongside the food product. A useful answer distinguishes the functional offering from the wider organisational meaning and explains how the two can reinforce each other.
4. **Communication:** Consistent product identification across promotional formats supports recall. Explain the function of repetition and reinforcement while avoiding the claim that repetition guarantees loyalty.
5. **Marketing-mix integration:** A relevant message needs accessible products at a suitable price. Distribution and availability help interest become a purchase; quality influences whether trial becomes repeat business.
6. **Protection and continuity:** Protecting and maintaining distinctive identity reduces confusion with imitations. The classroom lesson is that brand management includes operations and identity stewardship, not only ad production.

## 3. Outcome and what the evidence permits

The case establishes a sustained brand and organisational approach. Its lesson is the alignment of product experience, distinctive identity and a wider social meaning. A numerical claim about sales caused by a particular campaign is not supported by the material reviewed here.

## 4. Critical comments

1. Do not attribute every business result to advertising. Product quality, organisation, distribution and market conditions also matter.
2. A social mission is credible when connected to how the enterprise operates. It should not be treated as a substitute for food quality or customer value.
3. If using historical statistics, state their year. This answer avoids presenting figures in an older case as current turnover or market share.

## 5. Conclusion

The case is useful because it connects a defined audience need with a recognisable message and supporting action. A strong exam answer explains those connections and separates observed facts from assumptions about impact.

Swipe across the diagram to read its labels ↔

![A complete case answer](https://deep-learning-study-room.vercel.app/apr/fig/case-method.b335ec8f82.svg)

Diagram: A complete case answer. Labels: A complete case answer | A complete case answer | 1. Facts | Name the event/campaign and verified context. | 2. Concept | Select the theory or planning principle that fits. | 3. Application | Point to the exact feature that illustrates it. | 4. Critical comment | Explain limits, alternatives and evidence needed.

Use the case facts to justify the concept, then evaluate the explanation.