MGT301 Principles of Marketing Assignment No.2 Solution Fall Semester 2013

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MGT301 Principles of Marketing Assignment No.2 Solution Fall Semester 2013


SEMESTER FALL 2012
PRINCIPLES OF MARKETING (MGT301)
ASSIGNMENT NO.02
DUE DATE: JANUARY 29, 2013
MARKS: 20
TOPIC: 4th P of Marketing Mix: Promotion
OBJECTIVE OF THE ACTIVITY
The prime objective of the assignment is to get the students familiar with the concept of
blending promotional mix tools for promoting products/services.
LEARNING OUTCOMES:
After attempting this assignment students will be able to:
􀂃 Comprehend the concept of promotion and its importance to capture the market
share.
􀂃 Get familiar that how companies use integrated marketing communications to
communicate customer value.
􀂃 Comprehend how companies use promotional mix strategies.
ABSTRACT
To capture a bigger pie of market share, companies pay distinct consideration on
promotional strategies. Promotion is important for companies in many ways. It helps to
establish the perceived value for product/service in the minds of the customers against
competitor's product, inform the customers about the availability and utility of
product/service, creates awareness and helps in positioning and repositioning the
product/service. With appropriate promotional tools and strategies, companies persuade
people to purchase or repurchase the product/service, survive/win the competition and
penetrate in the market. Even for the development of new markets, the appropriate and
intelligent use of promotional tools and strategies play an acute role.
CASE
Unilever is one of the largest companies
and is a subsidiary of Lever Brothers
Pakistan Limited. In 1993, Lever
Brothers formulated a team to search
for new business potential in Pakistan. After market analysis, the team concluded that
there is a lot of potential in ice-cream market in Pakistan and Lever Brother should clutch
this opportunity without any hesitation and so they decided to launch WALL’S ice-cream
in Pakistan. February 1995, WALL’S ice-cream was launched with twelve products.
Initially, WALL’S was not promoting its products on a large scale as they were of the
opinion that the high qualities of its products are sufficient to prove its identity and
unique position among competitors. After the Polka merger, the market share of WALL's
was unbeatable. But now WALL’S is paying special attention to promote its products as
international competition is creeping in. Nowadays, WALL’S is using all modes of
advertisement and one to one bases. The medium used in WALL’S promotional activities
are TV, billboards, newspapers, magazines, radio, banners, pamphlets, sponsorship of
pop stars, actors, models, event arrangements, bus stop board and fun carnival carried out
in different parks such as Racecourse Park in Lahore. As far as its price and image is
concerned, people perceived that WALL’S is a high quality ice-cream and typically
targeted the affluent urban class. In order to penetrate in the market, WALL’S should
increase its distribution areas where it is not yet available specifically in rural areas.
REQUIREMENT
Read the aforementioned case with utmost care to answer the following Questions.
Question 01: What advertising objectives WALL'S are applying to increase its customer
base and stimulate more usage? (10 marks)
Question 02: Let's suppose that WALL'S is going to launch a new Ice-cream to capture
the rural areas of Pakistan. How WALL'S could modify its promotional or advertising
campaigns, keeping in mind the conservative and orthodox culture of the rural areas. (10
marks)
SPECIAL INSTRUCTIONS
􀂃 Students are advised to study the whole text carefully.
􀂃 Try not to include any irrelevant material in the solution.
􀂃 Try to come up with precise and original answers.
􀂃 Any act of plagiarism like copy paste from net will result in ZERO marks.
􀂃 Assignments reaching after the due date would not be considered.
IMPORTANT:
24 hours extra / grace period after the due date are usually available to
overcome uploading difficulties. This extra time should only be used to meet
the emergencies and above mentioned due dates should always be treated as
final to avoid any inconvenience.
OTHER IMPORTANT INSTRUCTIONS:
DEADLINE:
• Make sure to upload the solution file before the due date on VULMS.
• Any submission made via email after the due date will not be accepted.
FORMATTING GUIDELINES:
• Use the font style “Times New Roman” or “Arial” and font size “12”.
• It is advised to compose your document in MS-Word format.
• You may also compose your assignment in Open Office format.
• Use black and blue font colors only.
REFERENCING GUIDELINES:
• Use APA style for referencing and citation. For guidance search “APA
reference style” in Google and read various website containing
information for better understanding or visit
APA REFERENCE STYLE: Table of Contents
RULES FOR MARKING
Please note that your assignment will not be graded or graded as Zero (0), if:
• It is submitted after the due date.
• The file you uploaded does not open or is corrupt.
• It is in any format other than MS-Word or Open Office; e.g. Excel,
PowerPoint, PDF etc.
• It is cheated or copied from other students, internet, books, journals etc.
Note related to load shedding: Please be proactive
Dear students!
As you know that Post Mid-Term semester activities have been started and
load shedding problem is also prevailing in our country now a days. Keeping in
view the fact, you all are advised to post your activities as early as possible
without waiting for the due date. For your convenience; activity schedule has
already been uploaded on VULMS for the current semester, therefore no
excuse will be entertained after due date of assignments, quizzes or GDBs.