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Thread: Advertising & Promotion (MKT621) Assignment No. 01 Spring 2010

  1. #1
    Senior Member viki's Avatar
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    May 2010

    28 Advertising & Promotion (MKT621) Assignment No. 01 Spring 2010

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    “Case Study”
    Irfan was born in a milk man’s home 20 years ago. He has four brothers and two sisters living
    in a typical middle class house. His father has 10 milking units (Buffalos & Cows) which
    provide living for him and his medium size family. Irfan’s father fortunately won a contract of
    milk supply to a multinational company 5 years ago which used to buy milk at the rate of Rs.
    25 per litre at a normal profit for irfan’s father. Supplying milk to multinational company is a
    certain business but it provides no growth opportunity.
    Irfan’s other four brothers could not complete their studies and had to learn some artisan work
    which provided them just fair source of income. Irfan being a different boy showed his interest
    in education and completed his studies BBA honors from VU Pakistan in 2009. Instead of
    going for a job, Irfan preferred to join his father’s business soon after the completion of studies.
    After joining business, Irfan very quickly learnt the mechanics of business. His understanding
    of the supply chain enlightened him that only those could grow in the current competitive world
    who served the final market with a strong brand. Irfan also learnt that multinational company,
    whom they were supplying milk, sold one litre of milk at Rs. 45 per litre after packaging and
    processing the milk.
    His initial research shows that middle class families are not satisfied from the price and quality
    of packed and unbranded milk due to different reasons. Being motivated for growth based on
    all his findings, Irfan decided to reshape his current business into a fresh branded milk business
    which could supply milk to middle income households in nearby towns. To be on the safe side
    Irfan cut 50% milk supply to multinational company with a plan to abandon it completely if his
    new idea works.
    Irfan needs your help in following areas:
    Question # 01: Suggest a suitable Brand Name for Irfan’s business which should have a
    potential to be a National and ultimately Multinational brand. (2)
    Question # 02: Suggest which Promotional Mix (Tool) Irfan should use to market his
    business in local market after keeping the nature of his market segment. (10)
    Question # 03: Design the following Promotion Tools for Irfan’s business: (6)
    a. Broachers/ Leaflets/ Pamphlet
    b. Banners (Along with their hanging according to your own city)
    c. Billboards (Along with their locations according to your own city)
    Question # 04: Give General Comments about his business idea that does it have potential to
    succeed? (2)

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  2. #2
    Senior Member Awais's Avatar
    Join Date
    May 2010
    really helpful for me...thankx

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